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AR/VR Working Group

The Consumer Technology Association (CTA)™ AR/VR Working Group supports the growth of companies developing technologies and services for the augmented, mixed and virtual reality segment of the technology industry.

Key Initiatives

  • Educate consumers about the benefits of augmented, mixed and virtual reality technologies.
  • Promote augmented, mixed and virtual reality technologies to support the advancement of the industry.
  • Conduct market research focused on augmented and virtual reality technologies.
  • Support standards initiatives to create industry best practices.

Market Research 

Virtual Reality - Reality Check: Consumer Experience and Expectations

This study explores U.S. consumers’ experiences with virtual reality to get an in-depth understanding of what content consumers are exposed to and their content preferences. 

Consumer Sentiments: Virtual Reality In-Store Demonstrations: VR Headset and Content
This study will aide as a guide for industry on content development and distribution strategies for video content and the future of VR products.

Augmented Reality and Virtual Reality: Consumer Sentiments 
Augmented Reality (AR) and Virtual Reality (VR): Consumer Sentiments report identifies consumer awareness and perceptions of AR and VR technologies and its various use cases.

Get Involved

Want to know more about the AR/VR working group? Contact us with questions, or to learn how you can get involved.