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BizReport : Trends & Ideas archives : June 09, 2017

Nielsen: Awareness of VR/AR devices more than doubles

As VR and AR software and hardware availability and adoption slowly increases, who are the early adopters and is there a difference between gamers and the regular consumer electronics market.

by Helen Leggatt

While adoption of VR/AR devices remains relatively low, average awareness has more than doubled in the last year, rising from only 28% of the general U.S. population in 2016 to 51%,according to Nielsen's latest 'U.S. Games 360' report.

The market research firm believes the category is ripe for taking off. Specifically, "as this category continues to grow in awareness, the number of devices available, the types of gaming and non-gaming content offered will keep pace. Consumer interest will likely follow suit as VR becomes more mainstream - and more tangible - for a wider audience".

Those who are currently buying into AR and VR hardware and software are predominantly male (69%) reports Nielsen and 44% are Millennials. Gamers were more likely to be familiar with VR/AR devices than the general population.

"Although awareness for Samsung VR is highest among gamers [which Nielsen defines as "consumers who claim to play video games on at least one gaming-capable device"], this audience shows slightly stronger interest in Sony PlayStation VR, which has strongly marketed both the device and the VR content/games toward this audience, particularly gamers who already own a Sony PlayStation 4," says Nielsen.

Tags: AR/VR trends, gamers, games market, technology

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