This is CTA’s first XR Consumer Sentiment Report on Canada. The purpose of this research is to gain an understanding of consumer awareness, adoption, attitudes and perceptions on augmented reality (AR), virtual reality (VR) and mixed reality (MR) applications. Specific focus areas include:
Consumer Understanding: Gauge consumer familiarity with and understanding of AR, VR and MR, including the metaverse
Access Points: Understand how and where consumers access immersive content
Ownership Levels: Measure ownership of immersive technology products, including VR headsets/viewers and AR glasses/headsets
Use & Experience Levels: Measure how often consumers use immersive tech and their satisfaction and likelihood of recommending VR and AR technologies
Use Cases: Understand key content areas for VR and AR technologies, including desired future use cases
Purchase Intent: Measure VR product purchase intentions in the next 12 months, including tethered and standalone headsets
