AR Preferred over VR if Forced to Choose

In late 2016 Qualcomm conducted a survey of consumers in focus groups in the US and China to assess their attitude and awareness of augmented and virtual reality. The focus groups felt augmented reality is anchored on practical use, but can cross over to fun.

The consumers generally had less awareness of augmented reality (unlike virtual reality). However, augmented reality is considered a cool technology. Initial perceptions and value center on practical daily life and learning.

Once the focus groups were made aware of augmented reality their eyes were opened, and they commented thatthe “possibilities are endless” and the versatility feels “limitless”. Once there was a clearer understanding of the broad applications of augmented reality, interest and excitement spiked.

In China, augmented reality is perceived as a 3D Baidu (China’s search engine like Google) which can reduce the need to search for things.

Mainstream users felt more comfortable with augmented reality and see it as an introduction to learn VR.

Because the focus groups saw a role for both augmented reality and virtual reality in their lives, they would like to combine VR & augmented reality into one device.

However, the glasses must be lightweight and look “normal”, especially for those who don’t wear glasses.

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