Consumers expect virtual screens to start replacing TVs, cinemas in under a year | Infrastructure | News | Rapid TV News
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More than two-thirds of consumers believe that virtual reality (VR) and augmented reality (AR) will become mainstream in media, education, work, social interaction, tourism and retail, according to the latest Ericsson ConsumerLab report.

virtualreality 22june2017The Merged Reality report revealed that when boundaries between people’s perception of physical and virtual reality start to blur, this could result in a drastic impact on lives and society. It suggests that the way we live, work, and consume information and media will fundamentally change.

Key findings of the latest report include that seven out of ten early adopters expect VR/AR to change everyday life fundamentally in the aforementioned six domains. It also revealed that media is already being transformed and consumers expect virtual screens to start replacing televisions and cinemas in less than a year.

However, the report stressed that realities will not merge if the user is tethered to a computer or cut off from physical reality. The study also observed that early adopters of VR/AR expect next-generation networks like 5G to play a central role.; just over a third have expectations on 5G to provide VR/AR mobility through a stable, fast and high-bandwidth network. One in three early adopters also expect 5G to enable tethered headsets to become wireless.

The qualitative research in the report included a focus group discussion series completely in VR with participants from North America and Europe, as well as traditional focus groups with current users of VR from Japan and South Korea. A series of qualitative VR tests with 20 Ericsson employees were also done to understand how lag in VR can trigger nausea.