The better the question. The better the answer. The better the world works. У вас есть вопрос? У нас есть ответ. Решая сложные задачи бизнеса, мы улучшаем мир. У вас є запитання? У нас є відповідь. Вирішуючи складні завдання бізнесу, ми змінюємо світ на краще. Meilleure la question, meilleure la réponse. Pour un monde meilleur. 問題越好。答案越好。商業世界越美好。 问题越好。答案越好。商业世界越美好。


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.

Key insights


Fewer women have tried VR and even fewer want to in the future: Two thirds (65%) of the women we surveyed believe they are unlikely to try VR or AR in the future.


When they do try it, women are less impressed than men: Women are more likely to see VR as something for the future, they describe the experience as “futuristic” and “underwhelming”.


The multi-billion dollar brands that don’t register with women: 63% of women had not heard of any of the top five VR brands.

EY - Seeing things clearly: the reality of VR for women

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.