Ready player one... public perceptions of virtual leisure time

Head office: 3 Pavilion Lane, Strines, Stockport, Cheshire, SK6 7GH Leeds office: 2 St. David’s Court, David Street, Leeds, LS11 5QA +44 (0)1663 767 857 [email protected] djsresearch.co.uk FOREWORD “Audiences today crave unique ways to engage with the experiences that they enjoy. AR/VR provide opportunities for immersion at a fraction of the cost in a wide variety of scenarios. “Organizations that lean Through carefully crafted AR/VR experiences, people can feel authentically engrossed in situations that they would otherwise not want to partake in. into AR/VR technology This immersive thrill feels increasingly indistinguishable from the physical experience and the added production value that comes from AR/VR can will increasingly find go beyond what a user might be able to participate in, in real life. Digital technologies that enhance a user’s perception of physical space have strategic advantages.” massive potential to revolutionize how people engage with the world around them. The current generation of entertainment is only scratching the surface of what AR/VR is capable of. Applications in construction and healthcare are already creating a paradigm shift in the way industries are engaging with this technology and I do not anticipate that slowing down. Organizations that lean into AR/VR technology will increasingly find strategic advantages stemming from that knowledge base as users come to expect CONTENTS AR/VR implementations of products and services they previously consumed 03 Introduction in their real-world environment.” 04 Methodology 08 Findings Joshua Cooper 27 The future Senior Producer at Wizards Unite, Warner Bros. Games

02 INTRODUCTION

In recent years the visibility of and With this in mind we sought to interest in VR (virtual reality) and AR understand the current attraction (augmented reality) have increased among the general public, and dramatically. Pokémon GO reached the degree to which virtual reality 50 million users in a little over two might be an opportunity to engage weeks, whilst , greater numbers of people in more originally penned by forms of leisure activity. in 2011 and winner of the 2012 DJS Research partnered with , grossed more Maru/Blue to understand the than half a billion dollars when GB public’s reaction to VR and it was released as a film in 2018. propensity for uptake across a Until recently the highest grossing range of leisure pursuits, as well film of all time was Avatar – a film as in a typical grocery shopping which explored the interplay between environment to provide a point our physical and digital lives. of comparison. Members of the In part, this is due to the technology general public were also asked becoming increasingly accessible the extent to which they felt informed and available. Google Cardboard about technology now, and their offers a range of viewing solutions expectations for VR in the future. for around £10–15, with apps to We interviewed 1,508 individuals go with them readily available from across Great Britain as part of an a number of suppliers. omnibus survey.

03 METHODOLOGY

We wanted to understand how consumers To what extent do you agree or • I would rather browse and make reacted to some of the potential benefits disagree, if at all, with each of purchases from a virtual version of of virtual reality, as well as providing an the following statements? my preferred supermarket using VR opportunity to measure responses to a range than go to my preferred supermarket • I would rather visit an exhibition of my of more specific and actionable applications, in person favourite artists’ work for free in VR, with the hope that some of these would be than pay to see it in person Statements were shown in a randomised instantly usable for those seeking to deliver order, and each participant was asked to VR in the wider leisure sector. • I would rather see my favourite band/ answer using the following scale; strongly artist in VR for free, than pay to see We provided a definition of VR, and then agree, agree, tend to agree, tend to them in person at a concert tested reactions to a number of specific disagree, disagree, strongly disagree, statements which take in to account some • I would rather experience a rollercoaster I don’t do this. of the potential benefits of the technology.2 instantly through VR, than queue to ride it in person Those who did not undertake each activity Virtual Reality (VR) is the computer- were excluded from analysis of that activity, generated simulation of a three-dimensional • I would rather have perfect seats to see as it was felt they would be unable to provide environment that can be interacted with in my favourite sports team play in a major a reasonable comparison. They were however a seemingly real or physical way by a person competition final, through VR, than pay included for any activities they did do, and using special equipment, such as a helmet to see them play that match live for any questions which were broader – such with a screen inside and/or gloves fitted as how much leisure time we might spend with sensors. • I’d rather have a personal training session at my own home through VR in VR by 2030. The bases achieved for those than have personal training sessions who ‘did’ the activity and thus were included 2 Keeping all other variables consistent, we felt that people in person at the gym for analysis are provided in the main body might reasonably be expected to choose a ‘real’ over VR experience. Instead, the statements we tested were of this document. designed to provide them with realistic ‘real world’ choices.

04 Confidence with new technology is undoubtedly n informed well Very informed well Quite informed Not well very informed Not at all know Don’t an important precurser to adoption and, as might be expected, younger people generally feel better informed than older age groups (81% of 18 – 24 year olds feel informed compared to just 50% of those aged over 65 years). Males (21%) are around three times as likely to feel ‘very well informed’ compared to females (7%). Overall 1,508 14% 55% 26% 4% 1%

Male 746 21% 56% 20% 3% 1%

Female 762 7% 53% 33% 5% 2%

18 to 24 166 16% 65% 17% 2% 0%

25 to 34 256 17% 58% 22% 1% 2%

35 to 44 271 21% 55% 22% 0% 2%

45 to 54 271 17% 56% 21% 3% 2%

55 to 64 226 7% 55% 31% 6% 1%

65+ 318 6% 45% 40% 9% 1%

05 APPROACH

Respondents were provided with the opportunity to say they did not undertake an activity at all, and we have removed these individuals from the analysis as they would be unable to give an informed comparison. When we only consider those who actually undertake the activity some groups show an interesting affinity for virtual reality experiences. In the chart on the following page, the percentage that agree at all includes those who said ‘strongly agree’, ‘agree’ or ‘tend to agree’.

06 ACTIVITIES

RESPONDENTS RESPONDENTS RESPONDENTS IN OUR SAMPLE IN OUR SAMPLE IN OUR SAMPLE WHO DO IT: 1,165 WHO DO IT: 1,259 WHO DO IT: 1,054 “I would rather “I would “I would rather visit rather experience an exhibition of my see my favourite % AGREE AT band/artist in VR % AGREE AT a rollercoaster % AGREE AT favourite artists’ work ALL THEY PREFER ALL THEY PREFER instantly through VR, ALL THEY PREFER for free in VR, than pay THE VR OPTION: for free, than pay to THE VR OPTION: THE VR OPTION: 31% 27% than queue to 34% to see it in person.” see them in person at a concert.” ride it in person.” % STRONGLY AGREE % STRONGLY AGREE % STRONGLY AGREE THEY PREFER THE THEY PREFER THE THEY PREFER THE VR OPTION: 5% VR OPTION: 6% VR OPTION: 9%

RESPONDENTS RESPONDENTS RESPONDENTS “I would rather IN OUR SAMPLE IN OUR SAMPLE “I would rather IN OUR SAMPLE WHO DO IT: 1,018 “I’d rather have WHO DO IT: 978 WHO DO IT: 1,356 have perfect seats to browse and make a personal training see my favourite sports purchases from a virtual session at my own team play in a major % AGREE AT % AGREE AT version of my preferred % AGREE AT ALL THEY PREFER home through VR than ALL THEY PREFER ALL THEY PREFER competition final, through THE VR OPTION: THE VR OPTION: supermarket using VR THE VR OPTION: have personal training VR, than pay to see 33% 45% than go to my preferred 31% sessions in person them play that supermarket at the gym.” match live.” % STRONGLY AGREE % STRONGLY AGREE in person.” % STRONGLY AGREE THEY PREFER THE THEY PREFER THE THEY PREFER THE VR OPTION: 8% VR OPTION: 12% VR OPTION: 7%

07 “What is real? How do Findings you definereal ? If you’re talking about what you can feel, what you can smell, what you can taste and see, then real is simply electrical signals interpreted by your brain.”

MORPHEUS, THE MATRIX, 1999

08 THE FIELD OF VIEW

Across the entire sample, one in five of the respondents we spoke to said they strongly agree that they would prefer to undertake at least one of the activities asked about in VR as opposed to in real life. Given that virtual reality has not yet achieved mainstream adoption, we feel this is a strong indication of its potential in a leisure context.

09 ROLLERCOASTERS “I would rather experience a rollercoaster instantly through VR, than queue to ride it in person.”

Almost a third of people who said that Whilst those over 65 simply may not like they do ride rollercoasters agreed that the idea of standing in a queue for a long they would do so in VR if it saved them period, this group may also find appeal the time spent in a queue, and almost in the lower ‘real-life’ risk of virtual reality. one in ten strongly agreed. This was As the competition for faster and more particularly driven by males (36% vs. G-force generating ‘coasters increases, 31%) and, interestingly, those over many rides at theme parks include signs the age of 65 (43% vs. 34% overall). detailing the potential risk to those with For both groups, the change in heart, neck or back issues. agreement was less likely to come Without exploring the actual risk of from those ‘strongly agreeing’, with rollercoasters, it makes sense that any the shift instead taking place from perceived risk might be mitigated tentative disagreement to tentative in VR. agreement.

10 ROLLERCOASTERS n BASE: Strong agree who who Agree Tend to agree who do Tend to disagree who do do who Disagree Strong disagree who do NET AGREE WHO DO NET DISAGREE WHO DO those who do do do

Overall 1,508 1,054 9% 13% 12% 14% 19% 34% 34% 66%

Male 746 554 9% 14% 14% 13% 18% 33% 36% 64%

Female 762 500 9% 12% 10% 16% 20% 34% 31% 69%

18 to 24 166 152 4% 12% 8% 16% 24% 36% 24% 76%

25 to 34 256 219 11% 9% 8% 16% 17% 39% 28% 72%

35 to 44 271 219 10% 11% 13% 13% 17% 36% 34% 66%

45 to 54 271 203 9% 14% 13% 13% 19% 32% 37% 63%

55 to 64 226 123 9% 14% 14% 17% 19% 27% 37% 63%

65+ 318 139 9% 18% 16% 12% 17% 28% 43% 57%

11 MAJOR SPORTING EVENTS “I would rather have perfect seats to see my favourite sports team play in a major competition final, through VR, than pay to see them play that match live.”

Around a third overall agree that they would In addition to international fans, VR also has prefer to see their favourite sports team play the potential to aid visibility for those fans with in a major event through VR, with the best access challenges, as well as situations where seats in the house, than pay to see them live. the likely audience vastly outstrips the available in-venue seating. Whilst this might not sound like good news for sports teams and clubs in the first instance, And for the streaming companies themselves, the potential for licensing this type of content the opportunity for targeted ad-spend on behalf to media providers could make this a lucrative of organisations seeking to engage a tech-savvy, opportunity – particularly as the nature of sport engaged audience has the potential professional sport is becoming increasingly to make this a worthwhile partnership. globalised, as evidenced by the NFL’s international series, the PGA Tour and Rugby World Cup in Japan and the upcoming FIFA World Cup in Qatar, among others.

12 13

NET DISAGREE WHO DO 67% 65% 68% 63% 68% 64% 74% 68% 61%

NET AGREE WHO DO 33% 35% 32% 37% 32% 36% 26% 32% 39%

Strong disagree who do 30% 30% 30% 25% 31% 34% 30% 31% 27%

Disagree who do 21% 18% 23% 23% 25% 13% 26% 16% 21%

Tend to disagree who do 16% 17% 15% 15% 12% 16% 18% 21% 13%

Tend to agree who do 13% 13% 13% 10% 9% 13% 10% 17% 21%

Agree who do 12% 12% 12% 22% 11% 14% 9% 7% 12%

8% 8% 6% Strong agree who do 8% 10% 7% 5% 12% 9%

BASE: those who do 205 138 165 1,018 548 470 121 189 200

n 271 226 318 1,508 746 762 166 256 271

45 to 54 to 45 64 to 55 65+ Overall Male Female 24 to 18 34 to 25 44 to 35

agree’ – around twice as likely as the the as likely as twice – around agree’ youngest and oldest in sample. our Those aged 25–34, whilst less likely likely less whilst 25–34, aged Those groups, other than overall agree to ‘strongly they say to likely more are MAJOR SPORTING EVENTS MAJOR SPORTING EVENTS: OUR TAKE

“From our award-winning work with Leicester City FC and other Premiership football clubs, we know that providing the best experience possible for disabled fans is a top priority. The recent introduction of sensory rooms at sports stadiums is just one example of the steps that clubs are making to improve the experience for fans with specific needs, and it will be interesting to see whether sports clubs and those putting on sporting events consider VR as an approach that could be utilised to bring the match-day experience to an even wider audience – including those who are less able to attend sporting events in person. From a media and coverage perspective, on 3rd April 2010 over 1,000 pubs across the UK showed the Man United vs. Chelsea football match being broadcast for the first time in 3D. Fast forward five years and the Sky 3D channel had closed down and in 2019 it seems a distant memory. Whether the major sports broadcasters are willing to take the same gamble on VR, and whether the technology will be truly embraced by sports fans, remains to be seen.”

Simon Driver Research Director, DJS Research

14 PERSONAL TRAINING “I’d rather have a personal training session at my own home through VR than have personal training sessions in person at the gym.”

More than two fifths of those who That the interest in VR across all currently undertake personal training statements in our survey is highest for sessions would prefer to have them something involving fitness and activity delivered in their own home through may be due to time constraints and the virtual reality, with more than a tenth potentially time-saving or schedule- strongly agreeing. easing nature of VR delivery, or it may be a reaction to the more public nature Those aged between 25 and 34 are of a gym: if you are going to get hot and particularly likely to say they ‘strongly sweaty, many would rather do it at home. agree’, and females (48%) are more likely to agree with the statement This trend for in-home digitally delivered than males (41%) overall. training has already been actualised by brands such as Peloton, but there is potential for more.

15 16

NET DISAGREE WHO DO 55% 59% 52% 53% 49% 52% 61% 57% 63%

NET AGREE WHO DO 45% 41% 48% 47% 51% 48% 39% 43% 37%

Strong disagree who do 27% 29% 25% 17% 26% 28% 28% 26% 33%

Disagree who do 18% 19% 17% 19% 16% 15% 19% 21% 19%

Tend to disagree who do 11% 12% 11% 17% 8% 9% 14% 9% 11%

Tend to agree who do 17% 16% 17% 21% 16% 14% 16% 21% 16%

Agree who do 16% 14% 18% 14% 15% 18% 18% 15% 15%

Strong agree who 4% 8% 6% do 12% 11% 12% 12% 20% 15%

those who 185 101 132 BASE: do 978 474 504 138 216 205

n 271 226 318 1,508 746 762 166 256 271

45 to 54 to 45 64 to 55 65+ Overall Male Female 24 to 18 34 to 25 44 to 35 PERSONAL TRAINING PERSONAL THE SUPERMARKET “I would rather browse and make purchases from a virtual version of my preferred supermarket using VR than go to my preferred supermarket in person.”

Overall, a third (31%) of respondents who visited the Males were around seven percentage points more supermarket agreed that they would prefer to shop and likely to agree with the statement overall than make purchases in a VR supermarket than visit their females, possibly reflecting the more transactional preferred supermarket in person. However, there nature of male shopping and the appeal of being were wide differences between groups. able to undertake the activity without the need to be physically present in-store. Younger audiences were more likely to agree overall, although those aged 25 to 44, perhaps the most likely Finally, respondents from households with one or groups to be balancing families and careers, were more children present were also more likely agree much more likely to ‘strongly agree’. Interestingly, the with the statement compared those in which no proportion of respondents who said they ‘strongly children were present (36% vs. 29%). Whilst the ability disagreed’ with undertaking their shop in virtual reality to conduct shopping online already provides a way increased with age (reaching 51% of those aged over for families to shop without the need to take the 65) and there is a large drop in overall agreement children along, current online offerings are not always between those aged up to 44 and those aged 45 and the most user-friendly, with our retail team highlighting over. The overall suggestion then, is that as time moves VR as a potential ‘happy medium’ between flexibility forward the use of VR in retail is likely to become and familiarity. increasingly popular.

17 18

NET DISAGREE WHO DO 69% 65% 72% 58% 59% 59% 74% 77% 82%

NET AGREE WHO DO 31% 35% 28% 42% 41% 41% 26% 23% 18%

Strong disagree who do 34% 33% 36% 17% 28% 28% 35% 41% 51%

Disagree who do 19% 17% 22% 20% 19% 17% 21% 20% 20%

Tend to disagree who do 15% 15% 15% 20% 13% 14% 19% 16% 11%

Tend to agree who do 13% 14% 12% 23% 16% 12% 11% 10% 10%

Agree who

do 11% 12% 10% 15% 13% 17% 12% 7% 6%

Strong agree who do 7% 9% 5% 5% 12% 13% 3% 6% 3%

BASE: those who do 1,356 661 695 161 243 238 244 199 271

n 271 226 318 1,508 746 762 166 256 271

45 to 54 to 45 64 to 55 65+ Overall Male Female 24 to 18 34 to 25 44 to 35 (agree) Agree disagreeStrongly Linear Linear (strongly disagree) 0% 10% 20% 30% 40% 50% 60% 60% 40% 30% 50% 20% 10% 0% 65+ 18 to 24 to 18 25 to 34 to 25 45 to 54 to 45 55 to 64 to 55 35 to 44 to 35 THE SUPERMARKET THE THE SUPERMARKET: OUR TAKE

“A barrier to shopping online for However, this research highlights that VR groceries is a lack of confidence with could offer a real opportunity to dramatically regards to navigating the supermarket transform the customer experience throughout websites, which can be rather overwhelming. the entire shopping journey. Some websites are poorly designed and At a time when retailers – not just in the searching for a specific item is not always grocery sector – are still grappling with their quick and easy. VR grocery shopping would ‘omni-channel’ customer experience, technology enable the customer to browse the aisles continues to evolve at a remarkable pace and in a format that they are more familiar and retailers must respond to stay relevant. The comfortable with, which would go some introduction of VR in this industry would signal way in resolving this issue. a new era in online shopping, and I’m excited The main supermarkets are striving to to see which retailer will be first to market improve their online shopping offer, but with this futuristic service.” they tend to focus on delivery aspects. For example, Tesco and Co-op rolled out Rebecca Harris an autonomous buggy service earlier this Associate Director, DJS Research year that delivers groceries to your door within 15 minutes.

19 BANDS & ARTISTS “I would rather see my favourite band/artist in VR for free, than pay to see them in person at a concert.”

Seeing a band garnered the lowest levels of agreement in terms of those who would prefer to watch for free in virtual reality, with those aged 18 –24 being the most likely to disagree at an overall level. They were, however, among the least likely age groups to say they strongly disagree – suggesting that in the future VR concerts could become more mainstream if the benefits can be more clearly communicated.

20 21

NET DISAGREE WHO DO 73% 72% 74% 81% 73% 71% 77% 68% 69%

NET AGREE WHO DO 27% 28% 26% 19% 27% 29% 23% 32% 31%

Strong disagree who do 35% 35% 34% 31% 36% 37% 39% 31% 32%

Disagree who do 23% 22% 24% 33% 21% 23% 24% 20% 17%

Tend to disagree who do 15% 15% 16% 17% 16% 11% 14% 17% 20%

Tend to agree who do 11% 12% 11% 5% 7% 9% 12% 18% 16%

Agree who do 10% 10% 10% 11% 10% 13% 7% 10% 9%

Strong agree who do 6% 6% 5% 2% 9% 8% 3% 4% 5%

BASE: those who do 241 177 217 1,259 608 652 151 237 235

n 271 226 318 1,508 746 762 166 256 271

45 to 54 to 45 64 to 55 65+ Overall Male Female 24 to 18 34 to 25 44 to 35 BANDS & ARTISTSBANDS BANDS & ARTISTS

Age and gender differences in Tickets to concerts for some perceptions of VR are dwarfed leading music artists can be in the by variations across income groups – hundreds of pounds (and attending more than a third of those earning international tours can also incur less than £15,000 a year would additional travel and accommodation prefer to see bands for free in VR. costs when artists only perform one or two concerts per country) and thus “The true beauty those with less disposable income are Household income NET AGREE WHO DO more attracted to a free opportunity of music is that it to experience the concert. Overall 27% connects people.” As such, there is an opportunity £15,000 or less 34% to replicate concerts in a VR format ROY AYERS following the end of a tour, or £15,001 – £25,000 30% to engage loyal fans with virtual renditions of their favourite tracks £25,001 – £35,000 27% for instance. £35,001 – £45,000 19% That said, our overall reading of the data is a strong endorsement for £45,001 – £60,000 25% the perception of the value of live music – with around two-thirds of £60,001 – £80,000 22% even those on the lowest incomes still preferring to see concerts live.

22 ART EXHIBITIONS “I would rather visit an exhibition of my favourite artists’ work for free in VR, than pay to see it in person.”

The opportunity to see a favourite artist’s work for free in virtual reality has among the lowest levels of appeal. It also has the lowest proportion of those who ‘strongly agree’ with this statement, although those aged 25 to 34 are around twice as likely as any other age group to say that they ‘strongly agree’, and are markedly more likely to say they agree overall.

23 24

NET DISAGREE WHO DO 69% 68% 71% 70% 64% 73% 73% 70% 68%

NET AGREE WHO DO 31% 32% 29% 30% 36% 27% 27% 30% 32%

Strong disagree who do 24% 23% 25% 21% 23% 27% 24% 26% 22%

Disagree who do 23% 25% 22% 24% 21% 25% 28% 21% 20%

Tend to disagree who do 22% 21% 24% 26% 20% 21% 21% 22% 25%

Tend to agree who do 15% 15% 15% 13% 15% 10% 17% 20% 16%

Agree who do 10% 10% 10% 14% 11% 12% 7% 7% 11%

4% 3% 5% Strong agree who do 5% 6% 5% 3% 10% 5%

BASE: those who do 219 152 219 1,165 569 596 145 216 214

n 271 226 318 1,508 746 762 166 256 271

45 to 54 to 45 64 to 55 65+ Overall Male Female 24 to 18 34 to 25 44 to 35 ART EXHIBITIONS ART EXHIBITIONS

However, we see a similar pattern for gallery Prefer to see an exhibition of my favourite artists’ visitors as we do for those who go to see bands work for free in VR, than to pay to see it in person or music artists. Those on the lowest incomes would be more likely to prefer a free viewing 40% via VR than to pay to see an exhibition of their favourite artists’ work in person. 35% Given that figures from Taking Part, DCMS’ 30% large scale survey around arts participation, 25% consistently find that those on lower incomes are less likely to visit an exhibition than 20% other audiences, this possibly highlights an opportunity to engage more individuals – 15% although it should be noted that this sample is 10% among those who already attend these events. 5%

0% £15,000 £15,001– £25,001– £35,001– £45,001– £60,001– or less £25,000 £35,000 £45,000 £60,000 £80,000

Agreement by income Overall agreement Linear (agreement by income)

25 ART EXHIBITIONS: OUR TAKE

“It’s easy for those of us who’ve worked in the Staying relevant means committing sector for some time to be cynical, and say... to curiosity about audiences’ lives and ‘people will always come to our museum / visit their worlds, investing the time in our gallery / attend our performances’... but I understanding them as people, and really believe this type of thinking sells both remaining open-minded in how we audiences and artists short. can connect with them.”

The growth in streaming subscriptions Rebecca Green and the phenomenal success of initiatives Associate Director, DJS Research like National Theatre Live have shown how our desire for moving, engaging, challenging experiences can be well met in the virtual and digital world, and more artists than ever are experimenting with VR. Timed to perfection, the Louvre has just launched Mona Lisa: Beyond the Glass, a seven minute long virtual reality experience, as part of the 500th anniversary of Da Vinci’s death – although they’re not the first. The Tate Modern produced a VR iteration of Modigliani’s Paris studio in 2017, and numerous other galleries have trialled the technology.

26 “Life can only be understood backwards; but it must be lived forwards.”

SØREN KIERKEGAARD

27 LOOKING TO THE FUTURE...

Whilst there still appears to be reticence now, two-thirds of Even among those who do not prefer the VR option in any people (64%) believe that by 2030 the average person will of the six activities we presented (890 respondents or 59%), spend at least 30% of their leisure time in virtual reality – with the perception of the amount of leisure time the average a third (35%) saying 50% or more. The perception is that VR person will spend in VR by 2030 is relatively high, at one is likely to become more pervasive in our lives. hour in every three (34% of their time).1 One in six people we spoke to (13%) believed that by 2030, the average person would spend at least 70% of their leisure time in virtual reality. Agreement (‘strongly agree’ or ‘agree’) with different numbers of activities

Furthermore, those respondents who were more open to trying Activities prefer to % Estimated leisure Number of VR now were also more bullish about how the technology will spend in VR now respondents time in VR 2030 respondents impact our leisure time in the future, suggesting that as the technology becomes more visible, it will become more accepted. At least 0 100% 36% 1,508

Indeed, if we consider those who were clear in their disposition At least 1 41% 39% 618 towards VR, e.g. those who said that they either agreed or strongly agreed that they would prefer the VR option, we find At least 2 22% 42% 326 that as the number of activities to which respondents would be open to a VR offering increases, their perception of the At least 3 10% 45% 147 amount of leisure time the average person will spend in VR by 2030 increases by around 50%. At least 4 5% 47% 76

At least 5 3% 51% 42

1 This question was asked as a coded list from 0% to All 6 2% 55% 24 100% and so the figure 34% is an average of this list.

28 LOOKING TO THE FUTURE...

Overall then, it appears that a willingness to try virtual reality in a range of contexts encourages consumers to believe that the technology will become more pervasive in the future – it is then, in a sense, a self-fulfilling prophecy. Moreover, our data suggests that this effect takes place in a relatively predictable way; with each additional activity considered accounting for approximately three to four percentage points of additional perceived VR leisure time by 2030.

100% Percentage of respondents 90% (cumulative of those agreeing to at least one) 80% Estimated time in VR 70%

60%

50% Percentage of respondents saying they agree/strongly agree they 40% would prefer a VR offering for one or more activities, overlaid with 30% average perceived proportion of leisure time an average person 20% will spend in VR by 2030.

10% Base: those who agree or strongly agree that they would prefer the 0% VR option for activities; n=618. 1 2 3 4 5 6

29 For more information

“Sooner or later though, you Elliot Simmonds, Associate Director [email protected] always have Head office: 3 Pavilion Lane, Strines,Stockport, Cheshire, SK6 7GH Leeds office: 2 St. David’s Court, David Street, Leeds, LS11 5QA to wake up.” +44 (0)1663 767 857 [email protected] JAKE SULLY, AVATAR djsresearch.co.uk

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