You’d think that the limitations of VR would be costs of the headsets and the PC running the technology. Though with cost-efficient models rising up, alternative limitations are being brought to the forefront. A new report by Vibrant Media says consumers believe the biggest barriers preventing them from experiencing virtual reality are the need for additional software, apps and hardware.

“Content providers that require additional hardware to view content will only ever appeal to very niche audiences or on very niche occasions,” said Craig Gooding, CEO and founder of Vibrant Media.

“The 3D TV market shows that simply requiring a pair of special specs was a huge barrier to adoption. VR and AR creatives in both the content and advertising sectors need to learn these lessons quickly or both consumers and brands will miss out on the benefits of immersive digital content. The VR and AR ads that achieve optimum scale and impact are both app-free and accessory-free, and are distributed natively from within the trusted, contextually-relevant and brand safe content consumers access via mobile browsers.”

Limitations of VR

“As the numerous publications that launched and then ditched content apps will tell you, the most important content app on every consumer’s mobile phone is the web browser. Requiring specific apps in addition to a mobile browser to experience VR & AR content is an insurmountable barrier for the majority of consumers, decimating the scale that such creative advertising can achieve,” added Gooding.

Not sure I agree or disagree, but I will concede it is certainly a factor. Apps and accessories are certainly needed for that killer app, though if you dig deep in the startup world you will find quite a few of these companies already exist. Just keep digging!

Tom Ffiske

The content of this article has been sourced from TVBEurope