SuperData-2018年XR（混合现实）行业调查报告（VR）（英文）-2018.8-20页-2mb

XR Industry Survey 2018 Summary

Core Content

The XR Industry Survey 2018 provides an in-depth analysis of the current state and future direction of the virtual reality (VR), augmented reality (AR), and mixed reality (MR) markets. Conducted by VR Intelligence in partnership with SuperData, the survey included responses from 595 VR and AR professionals worldwide, representing a broad spectrum of the industry, including content creators, hardware and software manufacturers, enterprise end users, consultants, analysts, and media.

The survey aimed to uncover where the growth is happening in both consumer and enterprise XR markets, what strategies and investments are being made, the challenges to wider adoption, and the impact of immersive technologies on business operations.

Main Points

1. VR & AR – Where's the Growth?

• Consumer and Enterprise Growth: Both VR and AR are showing growth across various industries, with enterprise applications currently experiencing the most significant growth.
• Consumer Market: High-end headset sales have been slower than expected, but standalone headsets like Oculus Go are expected to drive consumer VR revenue.
• Enterprise Market: AR is leading in enterprise, with applications in aerospace, automotive, retail, and hospitality. VR is still being used more heavily in training and design.
• Content and Monetization: The lack of consumer adoption is limiting investment in the consumer market. Mobile AR is still in early stages of monetization, relying heavily on brand partnerships and advertising.

2. Strategies & Investments – Where Are Money & Resources Flowing?

• Investment Priorities: Most companies are focusing on product development, marketing, and sales, while HR and recruitment are receiving less attention.
• Technology Needs: The industry emphasizes the need for motion tracking, WebVR/WebAR, and content creation. However, field of view (FOV) and HMD comfort improvements are under-invested despite being critical for adoption.
• ROI and Reinvestment: Companies that have already implemented XR technologies report a positive impact, with 63% of current users planning to invest more, compared to 32% of non-users.

3. Challenges to Increased Adoption

• Pricing and Content: High costs of headsets and limited content availability are the top barriers to adoption, though prices are dropping and content is improving.
• Mainstream Adoption Timeline: AR is expected to reach mainstream adoption faster than VR, likely due to its mobile accessibility and open development platforms like ARCore and ARKit.
• User Understanding: Many companies are still hesitant to adopt XR due to a lack of understanding of its benefits. AR is more appealing to those on the fence, possibly because it can be experienced from a third-person perspective.

4. XR in Enterprise – Uses and Impacts

• Enterprise Adoption: Companies are increasingly adopting XR for training, product design, collaboration, and sales.
• Key Industries: Education and AEC (Architecture, Engineering, Construction) are the most in-demand sectors for enterprise XR. Other promising areas include manufacturing, retail, and healthcare.
• Use Cases: VR excels in training and product design, while AR is more effective in sales and customer engagement. Examples include Boeing's AR training and IKEA Place for virtual furniture placement.
• ROI and Value: Enterprises that have tried XR technologies tend to see positive ROI, leading to increased investment. The ability to trial the technology is seen as crucial for understanding its value.

Key Information

• Survey Scope: 595 professionals from around the world participated, covering a wide range of roles and industries.
• Growth Trends: Enterprise is leading in growth, while consumer adoption remains slow due to high costs and limited content.
• Investment Focus: Companies are investing in product development, marketing, and sales, but FOV and HMD comfort improvements are not receiving enough attention.
• Adoption Barriers: High costs, lack of content, and difficulty in understanding VR's benefits are the main challenges.
• Future Outlook: AR is expected to become mainstream faster than VR, and XR integration is likely to expand into more industries as the technology matures.

Upcoming Events

• VRX 2018 is an annual B2B event for VR and AR professionals, taking place in San Francisco, December 6-7, 2018.
• The event features 800+ senior-level attendees, 90+ world-class speakers, and 40+ immersive tech companies showcasing their latest solutions.
• It aims to connect industry leaders, understand the current state of XR, and identify the next steps for growth and adoption.

Conclusion

The 2018 XR Industry Survey highlights the growing importance of enterprise applications in driving the adoption of immersive technologies. While consumer adoption is still in its early stages, the enterprise market is showing strong potential and investment. AR is gaining traction due to its accessibility and practical use cases, while VR continues to be a powerful tool for training and immersive design. The survey underscores the need for clear communication, demonstrable ROI, and user-friendly solutions to further adoption across both markets.