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Description

Description

Covered in this report

The availability of smartphone-based VR has become more limited after Google discontinued its Daydream View headset in October 2019, while Samsung is yet to develop its Gear VR from 2015. Also, Samsung’s latest devices, the Galaxy S9, S10 and Note 10, either need an adapter or are not supported on the headset at all. Google is taking a further step away from the Cardboard by open sourcing its app platform. Smartphone-based VR headsets are also increasingly losing their appeal due to the greater number of standalone headsets available.

“The VR market has shown signs of improvements in 2019 after a disappointing previous year. There has been noticeable growth in daily usage of headsets and Younger Millennials in particular are far more likely to have used a VR headset than in 2018. One key challenge going forward, however, is convincing people to pay the additional fee for a dedicated VR headset as smartphone-based VR loses its appeal.”
– Zach Emmanuel, Consumer Technology Analyst

This Report will cover the following areas:

  • VR manufacturers could benefit from headset trade-in schemes
  • Genre-based VR demos could improve consumer opinion

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Product covered in this Report
      • Executive Summary

          • The market
            • Sales of VR headsets increase to help underperforming market
              • Figure 1: Market size for Virtual Reality, 2016-19
            • Long-term future of smartphone-based VR in doubt
              • Impact of 5G on VR
                • PSVR hits 4.2 million sales
                  • Companies and brands
                    • Oculus unveils Rift successor in Rift S
                      • HTC announces Vive Focus Plus and six-camera Vive Cosmos
                        • Nintendo offers VR kits for Nintendo Switch devices
                          • Rumours of upcoming second-generation PSVR circulate
                            • The consumer
                              • Little change in VR ownership
                                • Figure 2: Ownership of VR headsets, September 2019
                              • PlayStation well ahead in VR market share
                                • Figure 3: Type of VR headset owned, September 2019
                              • Daily use of VR headsets rises significantly
                                • Figure 4: Frequency of VR headset use, September 2018 and September 2019
                              • Gaming by far the most popular use case
                                • Figure 5: Apps used on VR headset, September 2019
                              • Owners satisfied with VR graphics, performance and simplicity
                                • Figure 6: Satisfaction with VR experience for headset owners, September 2019
                              • Growth in usage of VR for non-owners
                                • Figure 7: Previous usage of a VR headset, September 2018 and September 2019
                              • Younger Millennials most interested in using VR
                                • Figure 8: Interest in using a VR headset, September 2019
                              • Growth in intent to purchase headsets
                                • Figure 9: Intent to buy a VR headset in the next year, September 2018 and September 2019
                              • Consumers most likely to buy smartphone-based VR
                                • Figure 10: Type of VR headset to buy, September 2019
                              • Pricing still an issue for many people
                                • Figure 11: Barriers for VR purchasing, September 2019
                              • What we think
                              • Issues and Insights

                                • VR manufacturers could benefit from headset trade-in schemes
                                  • The facts
                                    • The implications
                                      • Genre-based VR demos could improve consumer opinion
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Sales of VR headsets increase to help underperforming market
                                              • Long-term future of smartphone-based VR in doubt
                                                • Impact of 5G on VR
                                                  • PSVR hits 4.2 million sales
                                                  • Market Size

                                                    • Sales of VR headsets increase to help underperforming market
                                                      • Outlook for the future is more positive
                                                        • Figure 12: Market size for Virtual Reality, 2016-19
                                                        • Figure 13: Value, volume and average price of Virtual Reality market, 2016-19
                                                    • Market Drivers

                                                      • Long-term future of smartphone-based VR in doubt
                                                        • Affordability drives smartphone-based VR ownership
                                                          • The problem of restricting smartphone access
                                                            • Major manufacturers move away from smartphone-based VR
                                                              • Standalone headsets to benefit in the long-term
                                                                • Impact of 5G on VR
                                                                  • Portable 5G Hub
                                                                    • 5G smartphone as internet hotspot
                                                                      • Unlimited data requirement
                                                                        • PSVR hits 4.2 million sales
                                                                        • Companies and Brands – What You Need to Know

                                                                          • Oculus unveils Rift successor in Rift S
                                                                            • HTC announces Vive Focus Plus and six-camera Vive Cosmos
                                                                              • Nintendo offers VR kits for Nintendo Switch devices
                                                                                • Rumours of upcoming second-generation PSVR circulate
                                                                                • Launch Activity and Innovation

                                                                                  • Oculus unveils Rift successor in Rift S
                                                                                    • Figure 14: Oculus Rift S
                                                                                  • HTC announces Vive Focus Plus and six-camera Vive Cosmos
                                                                                    • Vive Focus Plus
                                                                                      • Figure 15: HTC Vive Focus Plus
                                                                                    • Vive Cosmos
                                                                                      • Figure 16: HTC Vive Cosmos
                                                                                    • Nintendo offers VR kits for Nintendo Switch devices
                                                                                      • Figure 17: Nintendo Labo headset for Nintendo Switch
                                                                                    • Similarities with Google Cardboard
                                                                                      • Rumours of upcoming second-generation PSVR circulate
                                                                                        • Sony patent
                                                                                          • Sony’s future VR plans
                                                                                            • Wireless and wired PSVR options
                                                                                              • Enhanced display and gaze tracking
                                                                                                • Developing VR use cases outside of gaming
                                                                                                • The Consumer – What You Need to Know

                                                                                                  • Little change in VR ownership
                                                                                                    • PlayStation well ahead in VR market share
                                                                                                      • Daily use of VR headsets rises significantly
                                                                                                        • Gaming by far the most popular VR use case
                                                                                                          • Owners satisfied with VR graphics, performance and simplicity
                                                                                                            • Growth in usage of VR for non-owners
                                                                                                              • Younger Millennials most interested in using VR
                                                                                                                • Growth in intent to purchase headsets
                                                                                                                  • Pricing still an issue for many people
                                                                                                                  • Ownership and Brand of VR Headset

                                                                                                                    • Little change in VR ownership
                                                                                                                      • Figure 18: Ownership of VR headsets, September 2019
                                                                                                                    • PlayStation well ahead in VR market share
                                                                                                                      • Figure 19: Type of VR headset owned, September 2019
                                                                                                                  • Frequency of Usage

                                                                                                                    • Daily use of VR headsets rises significantly
                                                                                                                        • Figure 20: Frequency of VR headset use, September 2018 and September 2019
                                                                                                                    • Activities on VR Headset and Consumer Satisfaction

                                                                                                                      • Gaming by far the most popular VR use case
                                                                                                                          • Figure 21: Apps used on VR headset, September 2019
                                                                                                                        • Owners satisfied with VR graphics, performance and simplicity
                                                                                                                            • Figure 22: Satisfaction with VR experience for headset owners, September 2019
                                                                                                                        • Previous Usage and Interest in VR Headsets

                                                                                                                          • Growth in usage of VR for non-owners
                                                                                                                            • Figure 23: Usage of a VR headset in the past, September 2018 and September 2019
                                                                                                                            • Figure 24: No previous usage of a VR headset, by generation, September 2019
                                                                                                                          • Younger Millennials most interested in using VR
                                                                                                                            • Figure 25: Interest in using a VR headset, September 2019
                                                                                                                            • Figure 26: Interest in using a VR headset, by generation, September 2019
                                                                                                                        • Intent to Buy VR headsets

                                                                                                                          • Growth in intent to purchase headsets
                                                                                                                            • Figure 27: Intent to buy a VR headset in the next year, September 2018 and September 2019
                                                                                                                            • Figure 28: Intent to buy a VR headset in the next year, by generation and gender, September 2019
                                                                                                                          • Consumers most likely to buy smartphone-based VR
                                                                                                                            • Figure 29: Type of VR headset interested in buying, September 2019
                                                                                                                          • Pricing still an issue for many people
                                                                                                                            • Offering a wider range of apps should boost perception among Gen X
                                                                                                                              • Figure 30: Barriers for VR purchasing, September 2019
                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                              • Abbreviations
                                                                                                                                • Consumer research methodology

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