Our focus in this StoryFutures 2021 Audience Insight report is on the users of immersive technologies. The report is based on a range of studies that span the Extended Reality (XR) gamut, including Augmented Reality (AR) apps on phones and large screens, Mixed Reality (MR) headset experiences and a long range study of Virtual Reality (VR) headset users. This report aims to help further understanding of what the value of immersive storytelling is to users and the creative industries alike. We look at value in economic, social, emotional, reputational and cultural terms.
If the opportunity of the immersive experience economy is to be realised, understanding users’ motivations, behaviours, experiences, habits and what they value about immersive storytelling is crucial.
We hope this report will be useful to makers, funders, policy makers, researchers and users alike in developing this exciting landscape.