VR: Well known, increased experiences and mainly added value in entertainment
AR: Little known, limited experiences and mainly perceived as a professional and educational tool

Virtual Reality (VR) is a well-known concept in Flanders. Augmented Reality (AR) is much less so. VR is better known than AR in all age groups.

Ownership of VR headsets and AR glasses remains relatively limited. However, we can see that increasing numbers of Flemings have worn a VR headset at some stage, for example at an event or with friends at home. Only a small number of people in Flanders have worn AR glasses, such as a Hololens from Microsoft.

In terms of potential applications, VR scores higher for entertainment and for making an experience more intense or more interesting (e.g. having a virtual image of yourself trying on clothes before buying them online), whereas respondents say that AR is better in more professional, functional and educational applications.

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Infographic Virtual Reality & Augmented Reality | imec.digimeter 2018

For companies


Prof. Dr. Lieven De Marez

Head of imec - Ghent University - MICT


Olivier Rits

Program Manager imec.livinglabs

Digital Transformation? It takes two to tango

Biggest conclusion of Digimeter 2018 is that consumers are building a more grown up relationship with their digital partner. It takes two to tango; the consumer expects of you, companies who offer digital solutions, that they are involved as a full-fledged partner in your new digital innovations.

The success of an evolution to an AI and data driven economy are largely dependent on the consumer’s trust in the technology and the companies behind that technology. Digimeter shows that only 10% has no confidence in technology en two thirds of consumers see clear advantages.

More then ever transparency in data use and business models will be a differentiating factor in the digital playing field. We will stay on top of attitudes to AI and data driven products and services, on the one hand through Digimeter and on the other hand through organising user testing in real contexts for next generation digital solutions. This way consumers and companies can explore the advantages of digital technology together.

Is your company working on digital innovation? Do you have an idea, a first prototype or an almost finished product, but are you missing real life feedback of potential end users? Contact Olivier Rits.

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