April 9, 2024

Survey Reveals Video Entertainment as Main Draw for Apple Vision Pro

Among other insights, a survey has revealed that video entertainment is the biggest draw to the Apple Vision Pro for US consumers. By: Kritchanon Tan Kian Wei

US - A survey conducted by CivicScience has revealed entertainment and immersive content experiences as the leading reason why US consumers are interested in purchasing the Apple Vision Pro mixed reality headset.

In a 29-page report titled Apple Vision Pro + Entertainment, the survey, conducted from June 2023 when the Apple Vision Pro was revealed to February 24, when the Apple Vision Pro launched in the US, revealed tons of insights regarding the widely-discussed product.

Among those insights, the survey found that entertainment and immersive content experiences were the most popular reason why consumers were interested in purchasing an Apple Vision Pro, with 16% saying so in June 2023, though this number dropped to 11% by February 2024. However, it still remains the biggest draw to the Apple Vision Pro, with “Hands-free and device-free interaction” and “Capturing or reliving realistic, spatial photo/video” being tied for the next biggest reason.

However, when it comes to reasons why consumers aren’t interested in the versatile headset, pricing was unsurprisingly the top reason, with two-thirds of consumers finding the Apple Vision Pro too expensive with its starting price of US$3,499. Behind this, the next two reasons were that participants could already use their existing devices for the same tasks, and that participants were not aware of the headset’s capabilities.

The Apple Vision Pro features an extremely impressive and immersive content viewing experience with streaming services like Apple TV and Disney+, though other streaming giants like Netflix and YouTube do not have official apps for the headset at the moment. Whether mixed reality headsets will change the entertainment industry remains to be seen, but so far, it seems consumers are interested in picking up a headset for entertainment purposes.

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