How virtual and augmented reality will transform the …...Source: Ericsson ConsumerLab, Merged...

Merged reality How virtual and augmented reality will transform the everyday

Ericsson ConsumerLab

© Ericsson AB | 5G Merged Reality | June-2017 |

METHODOLOGY

USA

Italy

Germany

South Korea

Japan Spain

France

UK

These respondents represent only 51 million smartphone users aware of VR out of 800 million living in these 8 markets

Qualitative research

VR focus groups in a VR environment – a world first

VR nausea-inducing lag tests

Quantitative research

Online survey of 9,200 consumers aged 15-69


Key findings

We explore the impact of AR and VR as we move towards a merged reality, where the boundaries of real and virtual worlds begin to blur

1

2

7 out of 10 early adopters expect VR/AR to change everyday life fundamentally in 6 domains: media, education, work, social interaction, travel and retail

Media is already being transformed. Consumers expect virtual screens to start replacing televisions and theaters in less than a year

3

4

Lack of mobility, bulky headsets and network lag keep merged reality at bay

For merged reality to become mainstream, 5G is central to provide mobility, improve social experiences and address nausea


VR replaces physical spaces

Integration of VR and AR with everyday life means the way we live, work and consume information and media may fundamentally change

42%

26%

Offices

55% 50%

Movie theatres

44%

35%

Classrooms

39%

32%

Showrooms

40%

30%

Megastores

52%

35%

HD TVs

51%

30%

Smartphones

49%

42%

Monitors/PCs/ laptops

Source: Ericsson ConsumerLab, Merged Reality, 2017 Base: Smartphone users aged 15-69 across 8 markets who currently use tethered VR headsets at least several times a week

Early adopters of VR Those planning to use a headset

49% 42%

Big screens in general


AR/VR will change daily life beyond recognition

7 out of 10 early adopters expect these 6 domains to fundamentally change:

Social interaction

Tourism

Retail

Media

Education

Work


VR already transforming media


Within a year Between 1-3 years from now

Nearly half of early adopters have increased their VR video usage

A quarter of early adopters expect to be watching movies on a virtual screen within a year

60 percent of early adopters expect that interactive music concerts and events in VR will be mainstream in the next 3 years

28%

39%

24%

41%

23%

36%

22%

37%

Watching video content on a virtual screen without owning a physical screen

Immersive, interactive experience of movies

Watching videos with people from around the world in a virtual environment

Participating in interactive music concerts and other events


Education and tOURISM – all in VR

© Ericsson AB | 5G Merged Reality | June-2017 | Page 7

VR could give rise to a new concept of tourism and adventure:

TOURISM

VR will transform education and learning say:

EDUCATION

61 percent of early adopters

49 percent of consumers who are planning to use a headset

25 percent of laggards, who are particularly open to the use of VR training in medicine and surgery

25 percent of early adopters believe that we will be exploring destinations through AR-enabled information and maps overlaid onto the physical environment

23 percent of early adopters believe that we will be virtually travelling with others within a year



Challenges for VR

Early adopters Those who are planning to use a headset Laggards

The current headset blocks

my view and restricts mobility

The headset and equipment are too

expensive

The headset is uncomfortable to wear for a

long time

VR consumes a lot of the data plan

VR causes sickness and

nausea

The resolution on the visuals is still grainy

The smartphone heats up and

consumes battery

Content in VR is limited to gaming and

entertainment

I cannot involve my family in the VR experience

The tethered headset and equipment are

complicated to set up

70%

60%

50%

40%

30%

20%

10%

0%


Mixed reality paradoxes

The paradox of isolation – VR lets you socialize remotely with people from around the globe but isolates you from your physical environment

The paradox of mobility – VR lets you go anywhere but you can’t go anywhere with it

The social paradox of integration – those who are socially challenged in the real world are the ones who are more socially oriented in VR


AR WILL INTEGRATE WITH VR

“ Eventually VR and AR hardware will merge and you will be able to do both from a single device.” Miku, Japan, traditional focus group discussion

51% AR will have more real-world applications because it integrates the physical environment

AR and VR will eventually be integrated into one common device

AR will be mainstream since it allows mobility, unlike VR

AR has greater mass market potential compared to VR

AR is going to be better than VR since it can be useful even without a headset strapped on

While VR will be for gaming/entertainment, AR will have more real-world applications

AR will remain restricted to a niche audience or specialist industries

49%

47%

45%

44%

44%

34%

Source: Ericsson ConsumerLab, Merged Reality, 2017 Base: Smartphone users aged 15-69 across 8 markets who are aware of VR


5G is expected to play a central role in meeting many of the challenges VR and AR currently face; enabling mobility and improving merged reality

Consumer expectations of 5G


36%

Expect 5G will provide mobility through a stable, fast, and high-bandwidth network

35%

Expect 5G will improve the viewing experience in VR with better resolution

31%

Expect 5G will increase the efficiency of devices by consuming less battery power

31%

Expect 5G will enable more shared experiences through a less-lag network

30%

Expect 5G will make VR and AR more accessible through cheaper data plans

30%

Expect 5G will enable tethered VR headsets to become wireless by providing

a high-bandwidth, less-lag network

28%

Expect 5G will enable haptic feedback on VR devices

26%

Expect 5G will address the nausea and sickness in VR

How virtual and augmented reality will transform the …...Source: Ericsson ConsumerLab, Merged...

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