The ConsumerLab report Merged Reality reveals insights into how consumers expect virtual reality (VR) and augmented reality (AR) to merge with physical reality, and that 5G will be a key technology for such experiences to become mainstream.
The report reveals 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. 7 out of 10 early adopters expect VR/AR to change everyday life fundamentally in six domains: media, education, work, social interaction, travel and retail.
The qualitative research in the report included an innovative 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.
In the quantitative part of the study, the report presents insights from a survey of 9,200 consumers in France, Germany, Italy, Japan, South Korea, Spain, the UK and the US, aged between 15-69 with awareness of the concept of VR.
About the presenter:
Michael Björn is Head of Research at Ericsson ConsumerLab. In his role he is studying global consumer trends, as well as the process of assimilation of ICT into everyday consumer life. Professionally, he is most well-known as the author of the Ericsson ConsumerLab 10 Hot Consumer trends report that has been published annually for six years and gained much international media coverage, including appearances at BBC World News and CNN.
Between 2000 and 2002, Michael Björn was responsible for mobile internet applications at Ericsson in Japan. He joined Ericsson in 1997 as an analyst, after having completed his PhD in data modeling at the University of Tsukuba in Japan. Michael is also adjunct professor at the Lund University School of Economics and Management, a novelist with two works of fiction, and a journalist regularly contributing to Tokyo-based rock music magazine Strange Days.
About New Reality
New Reality is an informal group where we learn from each other about different realities, like VR, AR, Mixed realities, XR, AV, Magic Leap, etc. The format will be both virtual here at LinkedIn, sharing stuff like articles, interesting books, Ted talks and lots of other things. It will also be physical monthly meetings in Malmö. These physical meetings will also be around sharing ideas, experience and knowledge; the members will be the speakers. The sessions will always be free, but there will be limited seats.
If you think New Reality sounds like a group you would like to join, please follow the link:
17.30-17.45 – Meet & Greet
17.45-18.30 – Presentation
18.30-19.00 – Break with something to eat
19.00-20.00 – Q&A