95% of Americans eager to embrace AR/VR technology, but point to price and health concerns as top barriers

AddictiveTips Staff | 7 September 2023

Augmented reality/virtual reality (AR/VR) has been driving a significant transformation in how we interact with the digital world. AR comes in many shapes and forms, but with Apple just recently announcing their new Vision Pro mixed-reality headset, ready to tackle everything from Netflix binges to work calls, eagerness to try this tech is at an all-time high. To get an idea of how the everyday American feels about AR/VR, we conducted a survey of 1,500 participants looking to gauge their preferences and usage of this technology. Maybe unsurprisingly, these results offered a glimpse into the bright future of AR/VR and how technologies like Apple’s Vision Pro are shaping this ever-evolving landscape (and getting our attention, too).

How the Apple Vision Pro is changing the AR/VR landscape

The Apple Vision Pro is redefining the common perception of today’s AR/VR technology by introducing versatile and practical use cases beyond mere entertainment. They are doing this by seamlessly pioneering the integration of cutting-edge AR/VR tech with their existing iOS / Apple platform.

Bridging the Familiar with the New

Customer experience is always a priority for Apple during their development process and this is no different for the Apple Vision Pro. They’ve succeeded here by tackling all the nausea and eye strain issues people have reported in the past with AR/VR tech and by bridging the familiar with the new in how the technology can be used.

For example, each headset has a built-in computer that will feel extremely familiar to all iOS users (e.g., iPhone, iPad, MacBook). Navigating which app to open is powered by their novel eye tracking technology. Cameras on the inside of the device track your eye movement so precisely that it’s as easy as looking at the Safari icon and pressing your index and thumb together.

Freedom of Movement

That’s right, no handheld controllers needed. Thanks to the external cameras on the headset, you can sit however you wish and simply press together your fingers to open, hold and drag, or scroll at your fingertips. Combined with the eye-tracking, this has been reported to work so well that it almost feels like magic.

The freedom of movement goes further with the Apple Vision Pro where it operates via a battery that fits in your pocket, letting you stay mobile while connected.

Use-cases for Everyone

Their marketing showcase highlights many use-cases, again both familiar and new. For example watching videos will be as easy as opening up the Netflix app as you would on your iPad but watching the content will be more immersive, feeling like you are sitting in front of a huge screen. And, as media begins developing content specifically for these devices, you can imagine yourself feeling like you are sitting courtside at the next US Open or NBA Playoffs game. Additionally, you can capture fully immersive videos on your own to revisit later, like your child’s 5th birthday party.

Many other applications will continue to emerge as the industry grows and new media is created for AR/VR technology (e.g., educational and training material, tours, product showcases). However, it is Apple’s innovative step in enabling us to use what we already know with the apps we already use in a new and liberating way with the Apple Vision Pro.

Navigating work documents, emails, and meetings is presented to be seamlessly integrated with your current Apple setup. You can access all of this just as you would on any Apple device but also, if you have a MacBook, simply looking at it with the Vision Pro headset will allow you to expand whatever is on that screen to life-sized proportions and let you work on it. Individuals working with multiple monitors like visual and audio designers, data analysts, and developers may no longer need multiple monitors as they can simply expand as many windows as they wish and elevate their workflow setup.

This shift could mark a significant step toward unlocking the true possibilities of AR/VR technology across various domains.

What do Boomers, Millennials, and Gen Z think of AR/VR technology?

Interest in AR/VR technology was high across all respondents — but how is each generation adapting? As a snapshot: around 46% of all respondents have used AR/VR technology before, of which 10% even own AR/VR devices. Among those with AR/VR devices, Oculus and Oculus Quest 2 are the top choices, followed by generic VR headsets, Oculus Rift and PlayStation VR.

Interestingly, the enthusiasm expressed by certain respondents for AR/VR technology seems to reveal a disconnect between interest and actual usage. This becomes apparent as we delve deeper into the numbers: approximately 49% of all participants express a keen interest in AR/VR technology, but intriguingly, they haven't yet taken the plunge to experience it firsthand.

This apparent contradiction highlights the challenges related to the accessibility and availability of AR/VR experiences in the broader market. What's even more intriguing is how this gap widens as we analyze the data across different age groups.

However, there's an additional layer to this issue beyond accessibility concerns. It appears that many mainstream individuals view AR/VR technology through a limited lens, primarily associating it with entertainment and leisure activities. This perception often hampers the recognition of its practical applications across various industries.

Gen Z and Millennials: Leading the AR/VR Charge

Gen Z and Millennials emerge as the leading adopters of AR/VR technology, with 18% of Gen Z and 12% of Millennials owning devices that allow them to experience AR/VR. These younger generations are strongly inclined to embrace cutting-edge technologies, seeking novel experiences in gaming, entertainment, and digital interactions. Additionally, 48% of Gen Z respondents have already experienced AR/VR, with an additional 32% expressing interest in trying it. This active engagement highlights their openness to exploring new and immersive technologies.

Among the Millennials, 46% have already used AR/VR technology, aligning with their reputation for embracing digital innovations. An impressive 42% show interest in AR/VR, indicating their willingness to adopt new technologies and contribute to further growth and development.

Gen X: Curiosity and Willingness to Embrace Innovation

The Gen X demographic, sandwiched between Baby Boomers and Millennials, also shows a notable interest in AR/VR. While 32% of Gen X respondents have experienced this technology, 57% express their desire to try it. This curiosity and willingness to explore emerging digital trends demonstrate that Gen X is still catching up in embracing innovative technologies.

Baby Boomers: Bridging the Tech Gap

While Baby Boomers show a lower level of engagement with AR/VR, with only 12% having experienced it, an overwhelming 70% express interest in trying this technology. This open-mindedness among Baby Boomers showcases their willingness to bridge the gap with younger generations and explore new possibilities. As AR/VR technology continues to evolve and becomes more accessible, likely, Baby Boomers will increasingly participate in the AR/VR experience. This presents a notable opportunity for Apple to strategically target this demographic, as use of the device across older generations will needlessly vary from those younger.

Appetite for new AR/VR use-cases grows with Apple Vision Pro

The Apple Vision Pro has established itself as a groundbreaking device,propelling us into a future where immersive experiences redefine our perception of the digital realm.

A glimpse into the respondents’ viewpoints reveals a distinct pattern of optimism surrounding the potential triumph of the Apple Vision Pro. Impressively, a majority of participants (56%) anticipate a successful launch of Apple's headset once it’s available for the general public to purchase.

This optimistic outlook gradually loses steam as we move up the age ladder, with Baby Boomers and Gen X participants displaying somewhat tempered confidence. The variance in these perspectives likely emerges from the varying degrees of familiarity and exposure to cutting-edge technologies that have defined these generations.

Impressively, 82% of respondents from all age groups expressed their enthusiasm for embracing the potential of this advanced AR/VR technology for entertainment purposes. This surge in interest indicates a collective craving for immersive experiences that the Apple Vision Pro promises to deliver.

Apart from the usual entertainment purposes, 46% of respondents across all age groups showed keen interest in using the Apple Vision Pro for immersive simulations — from virtual museum tours to experiencing products before purchasing.

Interestingly, while the Apple Vision Pro holds tremendous potential for professional applications, such as data analysis, admin work, and word processing, only 14% of respondents could see themselves using it for these purposes. Similarly, a mere 11% of participants think they would use the device to attend meetings.

However, 28% of the respondents envisioned leveraging the Apple Vision Pro's prowess for graphic, video, and audio editing. Notably, this use case was particularly popular among Gen Z respondents, with half choosing it, compared to only 14% of Baby Boomers. This discrepancy likely reflects the tech-savviness of Gen Z and their greater propensity to utilize technology for content creation. Given their familiarity with the features of the Apple Vision Pro and comfort in using it for various editing tasks, Gen Z respondents are more inclined to harness its capabilities for creative purposes.

This trend highlights a potential generational divide in how the Apple Vision Pro is perceived and utilized. While older generations may view the device primarily as a tool for entertainment and leisure, younger and more tech-savvy individuals see it as a powerful creative tool that enhances their productivity and artistic expression.

Navigating the Usage Dilemma: Personal vs. Professional Preference

There’s still a stark difference between the percentage of users preferring it for personal and professional usage. One of the key factors contributing to this reluctance is the high cost associated with implementing AR/VR solutions. Setting up a comprehensive AR/VR infrastructure, acquiring advanced devices, and developing custom applications can be financially challenging for many businesses.

Additionally, accessibility plays a crucial role in determining the practicality of adopting AR/VR in professional environments. The lack of user-friendly and standardized interfaces, along with limited support for seamless integration into existing workflows, poses hurdles to smooth implementation in workspaces. Companies may also face compatibility issues with their current hardware and software, further dampening their willingness to switch to AR/VR for work-related tasks.

As a result of these user barriers, companies tend to prioritize traditional technologies that offer proven functionality and immediate returns on investment. The perceived risks and uncertainties surrounding AR/VR adoption in business settings often overshadow its potential benefits, leading to a conservative approach to embracing new technologies.

As the technology evolves and becomes more widely adopted, we may witness a shift in professional use cases, with a growing number of individuals recognizing and embracing the Apple Vision Pro's potential for content creation and productivity enhancement in various fields.

Decoding AR/VR Skeptics: What’s Stopping Them?

Even as AR/VR stands at the forefront of tech innovation, not everyone is ready to take the plunge. The survey responses of those who express hesitancy in embracing AR/VR technology unveil intriguing insights, shedding light on the barriers and reservations that must be addressed.

Among respondents uninterested in exploring AR/VR, a substantial 51% expressed a preference for traditional entertainment and communication channels such as TV, laptops, and cell phones. This highlights AR/AR technology's challenge in competing with well-established media and entertainment platforms.

Unsurprisingly, nearly half (49%) of respondents who lack interest in AR/VR technology also cited that it’s too expensive. This perception can discourage potential users from taking the leap and experiencing the transformative power of AR/VR.

The survey also uncovered concerns around personal privacy and security, with 31% of respondents expressing reservations about AR/VR technology. This could be due to the fact that AR/VR technology is relatively new and often expensive, and users may be concerned about how their data is being used and how third parties may access it.

26% said that it was complicated to use, pointing to the useability issues in the AR/VR devices. And 21% pointed to its potential for physical discomfort or motion sickness.

Unlocking the Potential of AR/VR: Overcoming Barriers to Widespread Adoption

While there is evident interest and exploration of AR/VR technology — at least for entertainment purposes — our survey reveals that significant barriers hinder its widespread and consistent adoption. Let's delve into the insights and challenges revealed by our respondents that inhibit them from using AR/VR to its full potential.

Limited Regular Usage Among Explorers

Surprisingly, even among those who have experienced AR/VR, only 20% use it regularly. This discrepancy between interest and actual usage hints at underlying obstacles that need addressing to facilitate long-term engagement and adoption.

The Cost Dilemma

As the curtain rises on this cutting-edge innovation of Apple Vision Pro, an undeniable truth surfaces: the price. At a substantial $3499, the Apple Vision Pro promises much but raises a pertinent question — is its grandeur within reach?

Our survey sheds light on how exactly the people feel. Amid the enthusiasm for AR/VR experiences, a mere 3% of respondents stand ready to fully commit to the Apple Vision Pro at its designated price. 20% were open to paying around $1,000 to $1,999, and 10% were open to paying around $2,000 to $2,999.

In stark contrast, a significant 47% said they would pay less than $1000 for it, and 20% expressed that they wouldn’t pay to use it. This inclination toward affordability isn't merely a whim; it underscores a crucial consideration in AR/VR adoption.

Delving deeper, 46% of those who don't frequently engage with AR/VR technology find the expensive cost as the primary deterrent. The allure of transformative experiences meets the reality of a premium price tag, creating a paradox that many potential users grapple with.

Prioritizing User Comfort and Well-being

In the evolving landscape of AR and VR, addressing user comfort and well-being becomes paramount. The recent survey results echo this sentiment, shedding light on a notable concern regarding health issues among respondents who engaged with AR/VR devices. Around 20% of participants voiced discomfort; within this group, 9% reported experiencing nausea, while 11% cited eye strain as a prevalent issue.

These revelations underscore the urgency of prioritizing user comfort and well-being while designing and developing AR/VR devices and applications. To this end, Sunir Garg, MD, spokesperson for the American Academy of Ophthalmology and Professor of Ophthalmology at the Thomas Jefferson University, comments on these findings and offers valuable insights.

Dr. Garg emphasizes that concerns exist, but there is no need for alarm regarding the long-term daily use of AR/VR technology, such as the Apple Vision Pro.

When considering potential benefits, Dr. Garg identifies a promising avenue for AR/VR in aiding visually impaired individuals. "AR/VR has significant potential to improve the quality of life for patients with visual impairments," Dr. Garg explains.

“Various technologies have been explored to aid those with vision loss. For instance, some use AR/VR to examine an object of interest and rely on voice programs to describe it. Others manipulate images using AR/VR to utilize the functional parts of their vision. Additionally, VR-type headsets treat conditions like amblyopia (lazy eye) in children.”

To safeguard visual health during AR/VR usage, Dr. Garg provides actionable advice for the users. "While the technology is unlikely to cause eye diseases, users may experience dry eyes. Artificial tears can alleviate this discomfort. Additionally, adhering to the 20-20-20 rule — taking a 20-second break every 20 minutes to look 20 feet away — can alleviate strain," recommends Dr. Garg. He also highlights the potential benefits of eyeglasses tailored to AR/VR usage for individuals who need near-focus assistance. Other people may find it helpful to get eyeglasses that help focus up close.

Discussing the interface between AR/VR and eye health, Dr. Garg offers practical guidance for developers. "Minimizing glare can be helpful as glare causes eye strain, and having the screen match ambient brightness can also help reduce eye fatigue," advises Dr. Garg. Developers can contribute to a more comfortable and immersive user experience by adopting these strategies.

Say goodbye to your tablet? What AR/VR could replace

The survey results indicate a general enthusiasm surrounding the Apple Vision Pro and its potential impact on AR/VR technologies. With more than half of the respondents believing in its ability to drive widespread usage and innovation, it is evident that the device has the potential to shape the future of AR/VR in significant ways.

Notably, 51% of participants are convinced that the quality of the Apple Vision Pro will lead to the growth of AR/VR innovation, while 42% anticipate it to deliver immersive experiences like never before. The device's ability to provide cutting-edge experiences is poised to captivate users and expand the horizons of AR/VR possibilities.

The survey further delves into whether the Apple Vision Pro could supersede existing gadgets. The opinions are intriguingly balanced: 42% of respondents envision it stepping into portable entertainment devices, including the likes of the Nintendo Switch and iPhone games. This perception emphasizes the device's allure in delivering advanced, immersive entertainment experiences that rival these popular gadgets.

Conversely, an equally substantial 42% take a more reserved standpoint, indicating that they do not foresee the Apple Vision Pro entirely replacing any current technology. This cautious perspective reflects users' reservations about fully replacing existing devices with AR/VR technology.

Addressing affordability and user comfort will be essential to fully realize this potential. Furthermore, continuous innovation and technological advancements will be crucial in providing increasingly immersive and compelling experiences, enticing users to explore the limitless possibilities of AR/VR.

Future of AR/VR: Where Is It Heading?

As we delve deeper into the future of AR/VR technology, our survey unearths intriguing insights that shed light on the potential and challenges ahead. One interesting discovery is that 61% of respondents who lack interest in AR/VR technology expressed the need to understand its benefits and practical applications better.

Even as they openly acknowledge their limited familiarity with AR/VR technology, this represents a potential roadblock to fully unlocking the capabilities that AR/VR can offer. It underlines the importance of bridging this knowledge gap to empower users to harness the technology's full potential, opening doors to enriched experiences and transformative possibilities. As the technological landscape advances, addressing this awareness gap becomes a pivotal step in ensuring broader and more informed adoption of AR/VR.

Interestingly, there is untapped potential in converting curiosity into actual usage, as indicated by the 49% of respondents who are intrigued but haven't explored AR/VR. As technology evolves, bridging this gap becomes essential in unlocking the full spectrum of benefits that AR/VR has to offer.

Affordability remains a significant barrier for 41% of respondents, underscoring the importance of addressing pricing concerns, particularly for younger generations and budget-conscious individuals.

Moreover, 23% of respondents mentioned the assurance of physical comfort with no motion sickness as a crucial factor that could spark their interest in trying AR/VR. As some users have concerns about potential health-related issues associated with prolonged use, addressing these concerns through innovative design and comfort-focused features becomes essential.

Additionally, 33% of respondents indicated that positive recommendations from friends or family could sway their decision to try AR/VR. Word-of-mouth referrals and testimonials are vital in building trust and generating interest in emerging technologies.

Conclusion

The future of AR/VR looks promising, with Apple’s Vision Pro leading the charge with how we interact with digital content and the virtual world. The sheer scale of interest and diverse applications reflected by respondents in the above survey show how impactful this technology already is, and will continue to be, in the digital realm. With the top barrier to the tech being identified as a high price point, we could definitely see this change in the coming years as more players come into the game. With hopeful widespread adoption throughout workplaces and schools, there is also a high possibility that accessibility won’t be an issue.

As the technology continues to evolve and more users embrace its capabilities, the boundaries of what is possible with AR/VR will expand, opening up new horizons for creators, businesses, and individuals alike. Embracing these technological advancements and staying at the forefront of innovation will undoubtedly be vital to unlocking the full potential of AR/VR in the years to come.

Methodology

DSurvey data was collected through an online Pollfish survey of 1,500 U.S. residents ages 16 and older, spanning various generations, careers, and backgrounds. Data was collected between July 18 and 19 2023. The estimated margin of error for a survey of this size is +/-3%.

To help ensure respondents could make informed answers, AddictiveTips included a definition of what AI-generated music is with a few recent examples at the start of the survey.

Fair Use Statement

If you enjoyed our study on current and future attitudes towards AR/VR technology, feel free to share it for non-commercial use. We ask that you link back to the original page so our editorial team receives credit for their work.

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