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CTA: Experiences Matter More Than Tech for VR

Consumers who are already familiar with virtual reality are already in the fold with the technology, but it’s the experiences of VR — not the tech itself — that need to be the focus, if VR is to have a future.

That’s according to a new report from the Consumer Technology Association (CTA), which found that consumers love being immersed in VR worlds, but the current experiences at retailers fail to showcase the potential of the technology, a major miss for an industry looking to find its footing. It’s pretty much VR experiences in the home that are winning over consumers thus far.

“Just as the entire VR product ecosystem is constantly innovating, manufacturers and retailers need to ensure they’re regularly improving consumers’ understanding and experiences with the technology,” said Mark Turner, VP of corporate partnerships and strategy for Technicolor, and chairman of CTA’s AR/VR Working Group. “The report illustrates the importance of familiarizing our potential customers with the wonders of VR — not just putting them in front of the story, but actually getting consumers inside the experience across the entire spectrum of entertainment, advertising and gaming.”

The report recommends that manufacturers both Improve the quality and variety of VR content, and make the hardware less expensive and easier to use. The report projects U.S. sales of VR to hit 2.5 million units this year, up 79% from 2016, with revenue of $660 million, up 43%.

“Augmented and virtual reality are already changing our lives for the better — from delivering a remarkable, awe-inspiring entertainment experience to helping patients recover from physical and psychological trauma, too,” said Brian Markwalter, SVP of research and standards for CTA. “And our study shows that consumers who try VR ‘get it’ — the VR products now on store shelves deliver a powerful experience, and what lies ahead will amaze us even more.”