Abstract
The article deals with the types and properties of modern technologies of virtual and additional reality. The development and trends of the world market of virtual and additional reality are analyzed. A market research of consumers in the form of a survey was conducted to determine the tendencies of the Ukrainian virtual and additional reality technologies market. According to its results, three groups of consumers were distinguished, differing in knowledge, attitude and technology evaluations: neutral, skeptics and innovators. Two latent factors that have an impact on consumer behavior were allocated: conservatism and liberalism. Key words: marketing research, technology of additional reality, technology of virtual reality, questionnaire survey, cluster analysis, factor analysis. DOI: 10.15276/mdt.2.3.2018.1 Virtualnaya realnost [A virtual reality]. (2017). Vikipediya – svobodnaya entsiklopediya [Wikipedia, the free encyclopedia]. ru.wikipedia.org Retrieved from https://ru.wikipedia.org/wiki/Виртуальная_ реальность [in Russian]. Nosov, N.A. (2000). Virtualnaya psihologiya [Virtual psychology]. Agraf [in Russian]. Barberie, S., & Llamas, S. (2017). Virtual Reality Market and Consumers. www.superdataresearch.com. Williams, J.A. (2017). Reality check for virtual headsets. The Economist. Retrieved from https://www.economist.com/news/business/21724863-vr-has-been-more-about-hype-substance-will-change-reality-check-virtual. Dopolnennaya realnost [Augmented Reality]. Vikipediya – svobodnaya entsiklopediya [Wikipedia, the free encyclopedia]. ru.wikipedia.org Retrieved from https://ru.wikipedia.org/wiki/Дополненная_ реальность [in Russian]. After mixed year, mobile AR to drive $108 billion VR/AR market by 2021. (2017). Digi-Capital. Retrieved from https://www.digi-capital.com/news/2017/01/after-mixed-year-mobile-ar-to-drive-108-billion-vrar-market-by-2021/#.WoArb65l_tQ. Apple and Facebook to drive mobile AR over 1B users and $60B by 2021. (2017). Digi-Capital. Retrieved from https://www.digi-capital.com/news/2017/06/mobile-ar-to-top-a-billion-users-and-60-billion-by-2021/#.WoAx2a5l_tQ. Ubiquitous $90 billion AR to dominate focused $15 billion VR by 2022. (2018). Digi-Capital. Retrieved from https://www.digi-capital.com/news/2018/01/ubiquitous-90-billion-ar-to-dominate-focused-15-billion-vr-by-2022/#.WoA0Ba5l_tQ. Karpenko, O. Opublikovan onlayn-katalog ukrainskih VR i AR-startapov. Retrieved from https://ain.ua/2017/11/01/zarabotal-katalog-ukrainskix-vr-i-ar-startapov [in Russian]. Oklander, M.A., Oklander, T.O., & Yashkina, O.I. (2017). Tsyfrovyi marketynh – model marketynhu ХХІ storichchia [Digital Marketing – The Marketing Model of the 21st Century]. Oklander, M.A. (Ed.). Odesa: Astroprint [in Ukrainian].
Highlights
Oksana Yashkina Dr of Sc. (Economics), Prof
To create a progressive and modern society, new products of virtual reality (VR)-products should appear on the Ukrainian market, applications and software that will remain in Ukraine will be created, and not go to foreign markets
Marketers need to pay attention to it, because in the last month there were absolutely 1000 «Augmented Reality» queries in Google UA
Summary
Analysis of the latest research and publications, which initiated the solution of this problem and on which the author relies. The study of consumer attitudes to VR / AR technologies – virtual / augmented reality considered in the reports of two world-famous analytical companies in the field of developing VR / AR media and software – Digi-Capital and Super Data Research. We see that all the devices will go toe-to-toe, but in 2016 there is a clear jump in the development of PC and Console This is because the reproduction of virtual reality requires large capacities from the media, which cannot fully offer the segment of the Mobile market. The largest transactions in 2016 given to companies that develop AR-devices, applications for medicine and marketing These companies are: – Magic Leap (HMD Manufacturer) − $ 794M, Series C from Google, Alibaba Group, Qualcomm Ventures, Warner Bros., Morgan Stanley, Fidelity, JP Morgan, T. Sales Mode Product / Company Samsung Gear VR Oculus Rift HTC Vive Sony PlayStation VR
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