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Virtual Reality - Reality Check: Consumer experience and expectations

How is the mass market of consumers reacting to immersive virtual reality experiences? CTA’s “Virtual Reality - Reality Check: Consumer experience and expectations” 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. The report provides insight on consumers’ journey to purchase virtual reality headsets (VR HMD) and content, as well as factors that encourage VR use among owners post purchase. Four main objectives of this report are:

  1. Explore consumer’s path to purchase virtual reality headset and content
  2. Investigate virtual reality headset use among owners
  3. Learn more about consumer experiences with virtual reality content
  4. Understand virtual reality experiences among consumers who are aware of virtual reality but do not own a virtual reality headset