Surveying Consumer Understanding & Sentiment Of VR

O'Hagan, J., Khamis, M. and Williamson, J. R. (2021) Surveying Consumer Understanding & Sentiment Of VR. In: MMVE ’21, Istanbul, Turkey, 28 Sep - 1 Oct 2021, pp. 14-20. ISBN 9781450384360 (doi: 10.1145/3458307.3460965)

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240318.pdf - Accepted Version



Since the resurgence of consumer-grade virtual reality (VR), VR has successfully established itself on the consumer market. As with any emerging technology, differences can exist between how industry / academia view the technology and how consumers perceive it. We present results from a survey (N=210) conducted into consumer perception and attitudes towards VR. We report sentiment towards VR is positive. We show the associations linked with VR by our respondents match the defining characteristics of VR identified by experts in the literature (a fully virtual view, immersion, and head-worn technology). We identify 3 additional concepts associated with VR by our respondents: video games, futurism, and price. However, our results also show consumer expectations for VR are fixated around "VR for gaming" and suggest VR has to an extent been pigeonholed as primarily being a gaming device.

Item Type:Conference Proceedings
Glasgow Author(s) Enlighten ID:Williamson, Dr Julie and O'Hagan, Joseph and Khamis, Dr Mohamed
Authors: O'Hagan, J., Khamis, M., and Williamson, J. R.
College/School:College of Science and Engineering > School of Computing Science
Published Online:16 July 2021
Copyright Holders:Copyright © 2021 Copyright held by the owner/author(s)
First Published:First published in MMVE '21: Proceedings of the International Workshop on Immersive Mixed and Virtual Environment Systems (MMVE '21)
Publisher Policy:Reproduced in accordance with the publisher copyright policy

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