Expanding Virtual Reality's Reach: Attracting a Broader Audience

Expanding Virtual Reality's Reach: Attracting a Broader Audience

In an effort to explore the potential of virtual reality (VR) and other immersive technologies, a report titled "Beyond the early adopter: widening the appeal for virtual reality" has been published by the Creative Industries Policy and Evidence Centre (PEC). The report, written by Catherine Allen, CEO of Limina Immersive, in partnership with researchers from Cardiff University, delves into the barriers preventing wider adoption of these technologies and offers strategies to make them more accessible and appealing to mainstream users.

The report reveals a growing divide between those who have the time, skills, and finances to use the latest creative technologies, and those who are being left behind. As more people gain internet access, the problem of digital literacy and confidence in using new technology, such as VR headsets, has become increasingly evident.

The report argues that for VR to break into new markets and become more widely appealing, it needs to challenge gender inequalities before they become entrenched. It suggests actions and policies that can be immediately taken to overcome some of the identified barriers, including changing marketing strategies to appeal to more than a narrow, young male audience and designing immersive experiences to be cooperative and social, activities that couples and families can take part in together.

The report is based on years of in-depth research and draws on a diverse range of sources. It is part of a wider initiative aimed at connecting creative clusters across Northern regions, known as the Northern Creative Corridor. Dr Eva Nieto McAvoy, a Research Associate at the School for Journalism, Media and Culture at Cardiff University, and Dr Jenny Kidd, a Senior Lecturer in the same school, are among the researchers involved in this project.

Other policy briefs related to the creative industries, such as "Television production, international trade and pressures to consolidate", "International Trade and the UK Creative Industries", "Audiences and Workforce in Arts, Culture and Heritage", "Creative industries innovation in seaside resorts and country towns", and "Transitioning to Sustainable Production across the UK Theatre Sector", offer insights into various aspects of the creative sectors, including UK television production, international trade, audiences and workforce, innovation in seaside resorts and country towns, and sustainable theatre production.

The problem of reaching audiences during the COVID-19 pandemic has thrown the need for innovative solutions into stark light, particularly for creative sub-sectors such as museums and the live music industry. The report on "Beyond the early adopter: widening the appeal for virtual reality" offers valuable insights into how these sectors can adapt and reach audiences in new ways, using immersive technologies to create engaging and inclusive experiences.

1. To boost the allure of virtual reality (VR) and other immersive technologies, a strategic approach that addresses digital literacy and confidence issues is crucial.
2. The widening appeal for VR requires tackling gender inequities by adopting inclusive marketing strategies and designing immersive experiences suitable for diverse audiences.
3. The Creative Industries Policy and Evidence Centre (PEC) has published a report titled "Beyond the early adopter: widening the appeal for virtual reality", highlighting barriers to wider VR adoption and offering solutions.
4. The report, in partnership with Cardiff University researchers, suggests policy measures to make VR more accessible, including changes in marketing approaches and the development of cooperative, social VR experiences.
5. The report is based on comprehensive analysis and a diverse range of sources, and is part of a broader initiative, the Northern Creative Corridor, aiming to connect creative clusters in Northern regions.
6. Other policy briefs from the Creative Industries Policy and Evidence Centre delve into aspects like UK television production, international trade, audiences and workforce, innovation in rural areas, and sustainable theatre production.
7. In response to the challenge of reaching audiences during the COVID-19 pandemic, insights from the "Beyond the early adopter: widening the appeal for virtual reality" report can help the museum and live music industries adapt and leverage immersive technologies for engaging, inclusive experiences.
8. The importance of education and skills development in embracing new creative technologies like VR is evident in the divide between early adopters and those being left behind due to lack of resources.
9. The creative industries, including the arts, culture, heritage, and technology, are affected by a variety of factors such as policy-and-legislation, politics, and general news, which in turn influence their development and growth.
10. The report underscores the potential role of VR and other immersive technologies in promoting internationalisation by creating inclusive, accessible, and innovative experiences for the public.
11. Data-driven research plays a vital role in identifying industry trends, challenges, and opportunities for innovation, supporting evidence-based decision-making in creative industries policies and strategies.

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