Reports Shows VR Users Are Drawn To ‘Try Before You Buy’

Though various studies have shown that the adoption and growth of virtual reality (VR) is laregly being driven by the entertainment industry, with videogames and 360-degree video being a significant contributor, other data has shown that other use cases that could also become an influence on future demand. A report by the User Experience Strategies service at Strategy Analytics looks at the demographics of VR users what what drew them to the product.

The report, titled ‘Virtual Reality: Who are VR owners and VR Intenders?’ looks at demographic and consumer information in the USA, Western Europe, China and India and explores what is currently driving demand, and what may influence it in the future.

The report found that the demographics for VR users and those who are intending to become VR users in the surveyed areas showed a similar age range, with VR users in China and India likely to be ages 25-35, ages 25-44 in Western Europe and aged 35-44 in the US. The report also showed that slightly more men than women currently own VR headsets.

The idea of ‘Try before you buy’ VR applications was of more interest to consumers than almost any other use case, with many VR users finding the concept of being able to see what furniture would look like in a home, test drive a car or virtually try on clothing to be appealing. The next most popular use-case was that of immersive videogames and 360-degree films and live events.

Overall, the report found that there was a variety of reasons for consumers to be drawn to VR, with no one ‘killer app’ currently dominating, indicating that variety in the available content might be the key to future growth in VR.

VRFocus will continue to report on new trends in the VR industry.

3 Months in PlayStation VR Scores Highly in Online Customer Reviews

Virtual reality (VR) always felt like a risk to many in the run-up to consumer versions and retail launches. This is not surprising considering the history of its first generation of technology. To many, of course, this still rings true. It is a technology not yet fully realised, with developers and researchers still learning its capabilities and the base technology updating and upgrading all the time.

That said, we’re now in a position where we have multiple competent head-mounted displays (HMDs) for sale based on mobile and PC with more on the way for each. Each bringing their own take on what improving VR for the consumer and adding new ideas to the creative mix. The console market is of course covered too, by the PlayStation VR. And three months after it released at retail the facts and figures are in – and they’re very favourable for Sony Interactive Entertainment’s headset.

In fact over 1,000 consumers have now reviewed the HMD on Amazon.com and the US website for Best Buy and according to a released report by technology research and analysis firm and Strategy Analytics it has found favour with the vast majority of owners. Securing an average 4.6 out of 5 – the equivalent of 92%. This is yet another piece of good news for SIE, following the reveal that the demand for the PlayStation VR tracking ahead of expectations, a level of demand that Sony admitted they were actually surprised by it.

“The exceptional reception the PSVR has had bodes well for Sony in the console wars, and for its publisher and developer partners who have committed significant resources on what many people saw as an uncertain technology.” Explains David MacQueen, the Executive Director of the Virtual Reality Ecosystem research program. “It’s not an exaggeration to say that consumers seem to have fallen in love with it, since ‘love’ is mentioned nearly 200 times, and an unprecedented 73% of the reviews gave the device 5 stars out of 5. Naturally, a lot of the reviews mentioned specific games, and the software ecosystem is a key part of the PSVR’s success. Beyond that, it’s also worth noting that the PSVR scored highly for comfort (94 mentions) and ease of set up (80 mentions). The market for VR hardware is becoming more mainstream; it is important that factors such as these are taken into consideration by other vendors who might look to replicate Sony’s success.”

As might be expected the majority of complaints about the PlayStation VR centered around nausea and related sim sickness terms, as Strategy Analytics’s Vice President David Kerr added a more cautious tone. “There were some concerns raised by consumers. The majority of complaints centered on nausea. Key words used were sickness, nausea, sick, headache and vertigo. Overall, 108 reviews mentioned these key words, although only 79 in a negative context (the other 29 mentioned this as a concern but noted not experiencing such side effects). Complaints of a blurry or pixelated screen were the second most common complaint, and this may impact nausea. But technical specifications may not be the only solution – many of the mentions of nausea also mentioned specific games, so the industry should be aware that VR software design can also influence hardware usability.”

As we’ve covered before on VRFocus there is no magic pill to prevent sickness, although research is, is of course, continuing into ways to reduce the issue and various developers are already employing a number of comfort related measures in dealing with movement to minimise discomfort.

Regardless of the negatives this is yet another big positive for VR as a whole, and not just for SIE. What else does the future hold for PlayStation VR and for VR in general with the consumer? To find out be sure to follow VRFocus.

Google Cardboard Leads Headset Shipments, Gear VR Takes Revenue Top Spot Reports Strategy Analytics

Today Strategy Analytics released its report “VR Headset Platform Market Share Year End 2016” which showcased Google’s cheap and cheerful Cardboard headset at number one, but also showed that Samsung Gear VR took first place in terms of revenue.

Split between six major competing virtual reality (VR) platforms, Strategy Analytics estimates that over 30 million VR headsets shipped over the course of last year with the vast majority being Google Cardboard with a 69 percent share. While this in itself isn’t greatly surprising – the headset is not only sold but given away in promotions for brands – Samsung’s Gear VR has been shown to bring in the most money with the second largest share of the market at 17 percent.

Strategy Analytics VR Market Share

 

 

David MacQueen, Executive Director of Strategy Analytics’ Virtual Reality Ecosystem research program, said in a statement: “2016 certainly was a busy year in VR. Appearing alongside Google Cardboard were new platforms Google Daydream, Samsung Gear VR, Oculus Rift, PlayStation VR and SteamVR, currently served by the HTC Vive device, although more vendors will join this platform in 2017.

“Our data shows that Google has a commanding lead in terms of shipments and installed base for its ultra-low cost Cardboard VR platform, and the size of the audience is already attracting marketers and brands looking to use VR as a promotional tool. However, it accounted for merely 12% revenue share. The higher-spec smartphone VR platform, Samsung Gear VR, took top spot by revenues with a 35% revenue share. Sony’s successful PS VR launch sees that platform take second place by revenues, and between them Sony and Samsung captured more than half of VR hardware revenues in 2016”.

While Cliff Raskind, Senior Director at Strategy Analytics, added: “The successful push of VR hardware to consumers through direct sales, bundling and even giving devices away, is seeding the market and creating the audience required for successful ecosystems to grow. However, 6 competing ecosystems makes for a market which is crowded and fragmented. 2017 is sure to be an interesting year and we expect some shakedown as the competing ecosystems either cement their position or fall by the wayside. Hardware revenues or audience alone will not be enough to win, and we will continue to track the ecosystem evolution as new use cases, apps, and industries beyond gaming and media grow the market for VR and AR.”

These stats could be very different by the end of 2017, with Google Daydream’s smartphone support base growing and PlayStation VR starting to become more readily available now that pre-order’s have been fulfilled. The mobile market will likely always dominate due to its affordability which is why HTC recently revealed plans for a mobile device of its own, surfacing at some point in the next 12 months.

For the latest m=VR market news, keep reading VRFocus.

Strategy Analytics Forecasts Just 3% of UK Residents will Own a VR Headset this Year

While 2016 is seen as the year of virtual reality (VR), with headsets launches earlier in the year of Oculus Rift and HTC Vive, PlayStation VR today and Google’s Daydream View set to arrive in November, that mean all out success for the fledgling consumer industry. Research and consulting firm Strategy Analytics has forecast that for the British market, only 3 percent of the country will own a head-mounted display (HMD).

The company predicts around two millions Britons will own one of the immersive devices by the end of the year, with mobile HMDs such as Google Cardboard and Samsung Gear VR dominating the market with approximately 92 percent of units sold.

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That’s not a great surprise as the lower end was always going to be most consumers entry point into VR, already having a smartphone with which to use one of the headsets with.

While the higher end was always going to be more niche to begin with, Oculus Rift cost £550 GBP and HTC Vive £770, and that’s excluding the PC’s capable to run them, doubling the price for entry. But with the launch of PlayStation VR today, and the massive install base Sony Interactive Entertainment (SIE) has with the PlayStation 4, it’ll now be easier for consumers to dive into the higher end VR market. Strategy Analytics also forecasts VR headsets will generate £62 million worth of sales in Britain by the end of this year. The Oculus Rift and HTC Vive will account for just 1 percent of those sales, while PlayStation VR is estimated to account for 7 percent.

“Despite the rush of companies eager to jump in, the reality is that VR take-up among the British public will be a slow burn and dominated by low-cost headsets,” said David MacQueen from Strategy Analytics’ global wireless practice. “The VR headset market will be much like the car market – most owning the likes of Vauxhalls and Fords, a handful owning Porsches and the odd few splashing out on a Ferrari.
“The experience of a Google Cardboard versus an HTC Vive is as different as listening to a car stereo versus being in the front row of a concert”, MacQueen adds.

For all the latest UK VR news, keep reading VRFocus.