Alex_Hadwick-2019-2020年虚拟现实XR产业报告（英文）-2019.9-36页_8mb

XR Industry Insight Report Summary (2019-2020)

Core Content

This report provides an overview of the growth and development trends in the Extended Reality (XR) industry, focusing on both enterprise and consumer applications. It is based on a survey of over 750 professionals in the XR space, including 35% from C-suite positions, highlighting the current state of the market, challenges, and future expectations.

Main Trends and Findings

1. Growth Trends

• Enterprise Growth Outpaces Consumer Growth:

  • Hardware, software, and third-party content creators for enterprise XR reported stronger growth than consumer XR.
  • VR showed the most significant growth in enterprise, with 46% of respondents noting strong or very strong growth, up from 38% in 2018.
  • AR/MR also saw growth in enterprise, with 47% reporting strong or very strong growth, compared to 30.5% in consumer-facing applications.
  • Consumer VR and AR/MR growth was weaker, with only 25.7% and 58.7% respectively meeting expectations.

• Consumer XR Still Faces Challenges:

  • Despite these challenges, consumer XR content creators continue to see value in the technology.
  • 75.9% of consumer entertainment content creators reported a very or somewhat positive impact from VR, and 72.3% for AR/MR.

• Market Priorities:

  • Companies are shifting focus from consumer to enterprise XR, with 89.6% of XR providers prioritizing enterprise VR projects and 92.0% prioritizing enterprise AR/MR.
  • Only 37.4% of companies reported working on consumer AR/MR applications.

• Consumer Adoption Barriers:

  • The biggest barriers to mass consumer adoption are device cost (46.2%) and lack of content (45.6%).
  • HMD comfort and usability (56%), Field of View (FOV; 55.9%), and motion tracking (55.6%) are also seen as critical areas for improvement.

• Consumer Adoption Timeline:

  • 94.2% of respondents believe VR will take at least two years to become mainstream.
  • 91.1% think the same for AR/MR.
  • 62.9% believe it will take at least three years for VR to be widely adopted, and 59.2% for AR/MR.

• Sector Interest:

  • The education sector is the most anticipated industry for XR support, with 55.8% of companies planning to work with it.
  • Other top sectors include AEC (44.2%), healthcare (42.3%), manufacturing (39.6%), and automotive (36%).
  • Gaming interest has declined, with only 33.3% of XR suppliers planning to work in the gaming industry in 2019, down from 50% in 2018.

2. Key Use Cases in Enterprise

• VR is the dominant tool for enterprise use, particularly in:

  • Product design and prototyping (96%)
  • Workforce/project collaboration (93.4%)
  • Educational learning (89.7%)
  • Training/worker guidance (89.7%)
  • Sales & marketing/external communication (84.2%)
  • Manufacturing (81.1%)

• AR/MR is used less frequently, primarily in:

  • Sales, marketing, and external communications (56.6%)

3. Future Developments

• Focus on Improving HMD Functionality:

  • The majority of respondents believe that improving HMD comfort, FOV, and motion tracking will be essential for increasing adoption.
  • 56% think HMD comfort and usability need improvement.

• Cloud and Edge Computing:

  • Experts like Vinay Narayan (HTC Vive) and Ted Schilowitz (Paramount) emphasize the importance of connecting XR devices to mobile internet and using cloud and edge computing to reduce device complexity and cost.
  • 5G and spatial computing are seen as key enablers for future XR capabilities.

• Long-Term Adoption Expectations:

  • 51% of respondents believe AR will take four or more years to move from phone-based to headset-based usage.
  • 44% think it will take two-to-three years.

Conclusion

• The enterprise sector is leading the way in XR adoption and investment, with strong ROI and a clear path for growth.
• Consumer adoption remains limited due to cost, usability, and content issues, but the industry is making progress.
• AR is expected to outpace VR in mainstream adoption, especially with the support of major tech companies and advancements in connectivity.
• Content creation is on the rise, with 82.3% of creators planning to increase their XR content output in the medium term.

Methodology

• The report is based on a survey of over 750 professionals working in or around XR technologies.
• The survey included responses from 35% of C-suite executives, providing insights from both operational and strategic perspectives.

Key Figures

• Figure 1: Growth of business in enterprise and consumer XR segments.
• Figure 2: Industries where businesses are currently working.
• Figure 3: Priority areas for XR development over the next 12 months.
• Figure 4: Biggest barrier to VR consumer adoption.
• Figure 5: Timeline for mainstream adoption of VR and AR/MR.
• Figure 6: Industries where companies intend to work in the next 12 months.
• Figure 7: Components and functions most important for XR adoption.
• Figure 8: Timeline for AR moving from phone-based to headset-based.
• Figure 9: Impact of XR on business.
• Figure 10: Expected investment in XR by enterprise users.
• Figure 11: Use cases of XR in enterprise.
• Figure 12: Barriers to integrating VR or AR/MR into business.
• Figure 13: Internal vs. outsourced XR content production.
• Figure 14: Weekly retention rates for consumer VR apps.
• Figure 15: Content creation for VR and AR/MR.
• Figure 16: Interest in VR vs. AR/MR for disrupting entertainment.
• Figure 17: Impact of XR on business growth.
• Figure 18: Plans to increase XR content production.
• Figure 19: Consumer VR headset market share.
• Figure 20: VR headset graphics card market share.
• Figure 21: VR headset processor market share.
• Figure 22: Consumer VR headset external sensors.