PUBLISHER: Parks Associates | PRODUCT CODE: 1246788
PUBLISHER: Parks Associates | PRODUCT CODE: 1246788
Immersive Entertainment- AR, VR, and the Metaverse
SYNOPSIS:
The rise of gaming's prominence within popular culture has coincided with the maturation of human-machine interface technologies that make entertainment, learning, and interaction more immersive. This broad immersive entertainment category reaches beyond gaming use cases and includes virtual and augmented reality hardware and experiences.
Tech giants and consumer electronics/gaming ecosystem players see opportunity in a metaverse construct as the next generation of immersive experiences. This study examines immersive entertainment adoption and perspectives today, with competitive insights on key players' performance in the VR and AR markets. It also assesses consumer attitudes toward VR, barriers to adoption, and familiarity with metaverse concepts.
ANALYST INSIGHT:
"The metaverse represents a generational opportunity to create a dominant consumer interactivity platform on the scale of the web." - Ross Rubin , Contributing Analyst, Parks Associates.
Table of Contents
Executive Summary
- Familiarity with XR Concepts
- VR Ownership in Internet Households
- Device Purchased in the Last 6 Months
- Top Brands of VR Headset Owned
- Top Brands of VR Headset Purchased or Received
- Barriers to VR Adoption by VR Trial Experience
- AR Activities Performed by Gender
- AR Activities Performed by Generation
XR Concept Familiarity
- Virtual reality and augmented reality are evolving within divergent models.
- The Road to XR
- Familiarity with Virtual Reality Concepts
- Familiarity with Virtual & Augmented Reality
- VR & AR Familiarity by Household Income and Generations
- Familiarity with Virtual Reality Concepts by Generation
- Familiarity with Virtual Reality Concepts by Household Income
- Familiarity with Virtual Reality Products by Generation
- Familiarity with Virtual Reality Products by Household Income
VR Purchase and Ownership
- Virtual Reality Headset Experience
- Attitudes Towards VR Technology
- VR Ownership
- Device Purchased in the Last 6 Months
- VR Headset Purchase Price Range
- Important Feature for Future Gaming Console Purchases
- Top Brands of VR Headset Owned
- Top Brands of VR Headset Purchased or Received
- VR Headset Brand Share of Recently Purchased Products
- Top Brands of VR Headset Owned
XR Usage
- Virtual Reality Use Frequency
- Virtual Reality Use Frequency by Generation
- Positive Attitudes Toward VR
- Negative Attitudes Toward VR
- AR Activities Performed
- AR Activities Performed by Generation
- AR Activities by Gender
XR Outlook
- Barriers to VR Adoption by VR Trial Experience
- Activities Likely to Perform with a VR Headset
- Activities Performed by VR Owners
- VR Purchase Intention
- VR Purchase Intention by Gamers by Products Owned Category
- Purchase Intention by Computer OS
- Barriers to VR Adoption
- VR Headset Evolution
- AR Eyewear Evolution
