Seeing things clearly: the reality of VR for women
Exploring virtual reality opportunities for media and technology companies
The last 12 months have seen heavy investment, major acquisitions and headline-grabbing new product launches in the increasingly hot virtual reality (VR) sector. And there’s no sign of activity slowing, with nearly USD2bn in financing going to VR-related start-ups and the tech rumour mill in overdrive about what 2017 will bring.
But consumers are yet to buy into the hype. There are many theories as to why this may be, but one thing is clear: women are the least likely adopters. We surveyed UK adults to find out more.
Our survey suggests that women are less likely to try VR and less enthusiastic when they do. We look at why, and what the industry can do to change this.
Three considerations for media and technology companies
Build out the quality of content and entertainment: 50% of women thought the application of VR for movies and entertainment had high potential. If VR is really going to take off, more needs to be done to provide compelling content outside gaming.
Focus on the use case, not the technology: 25% of women against 18% of men said they were likely to use VR for exercise or fitness. The emphasis on content becomes even more relevant because women seem more likely to embrace VR if there is a clear use case.
Find the right price points: Women’s lack of enthusiasm about VR means that, unsurprisingly, they are less willing to pay for it. 39% said the maximum they would be prepared to spend on VR technology was less than £100.