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Carphone Warehouse study: 10% of UK household expected to have some form of VR technology at home by Christmas

  • One in 10 UK homes will own VR devices by Christmas
  • 45% of Brits have now experienced VR, but 10% still admit to some form of “VR faux-pas”
  • VR gaming the most popular activity (51%), followed by travel experiences (21%)
  • Free VR headset with Pay Monthly contracts1 only from Carphone Warehouse

London, UK, 2016-Nov-11 — /EPR Retail News/ — With only 45 days until the big day, Christmas 2016 looks set to be the year Virtual Reality (VR) finally becomes mainstream. A new study from Carphone Warehouse has revealed one in 10 (10%) UK homes are expected to have some form of VR technology in their home by Christmas; doubling the number of households currently using the technology (5%).

According to analyst firm CCS Insight, VR devices have had the highest growth rate among the main wearable categories this year: globally, sales units of smartphone companions (mostly smartwatches) are expected to grow 49%, fitness trackers and sports watches growth 30%, while augmented and virtual reality devices are projected for a 172% increase.

A number of VR headsets have entered the market this year, and for those who want escape from real world reality, there is a wealth of VR content available to try out. You can watch films in your own private cinema, enjoy 360-degree documentaries, experience Google Street View like you’re actually there, walk on Mars or even waltz amongst the stars on the red carpet.

Gaming is set to be the most popular use for VR (51%), followed by travel experiences such as seeing the Northern Lights (21%) from the comfort of your home, and watching music concerts when you can’t be there (8%). With nearly half (45%) of all adults having tried some form of VR experience, and 80% now aware of it, Carphone Warehouse predicts Christmas 2016 will be the first time VR devices cement themselves as a must-have item.

Take-up of the technology, however, isn’t without its blunders, 10% of those who have tried it confessed to having struggled to get to grips with it. The research found the most common VR ‘faux pas’ is accidentally bumping into someone, or being so loud or animated that they’ve been asked to leave the room by their nearest and dearest.

Ten per cent of Brits admitted they’d secretly like to ask for VR this Christmas, but some feel it’s either too expensive (57%), they might look silly using it (8%), or are confused about the content that’s available to them (7%).

Dean Kramer director of Accessories, Carphone Warehouse comments, “Christmas 2016 will see VR become truly mainstream. Gaming is without doubt the reason most consumers are interested in VR but this is just the beginning. As more and more players enter the market, the more content and choice of headsets will become available.

“Whether it’s to visit the Maldives on Christmas day from the comfort of your sofa, or opting to enjoy the latest music gig during the Queen’s speech, there’s content available for everyone to try out, regardless of age or interests.”

Carphone Warehouse has an exciting range of Virtual Reality deals on offer in the lead up to Christmas, including:

  • Free Samsung Gear VR with any S7 and S7 Edge on any Pay Monthly contract
  • Free Goji VR headset with all Android phones1 on any Pay Monthly contract

A great range of Virtual Reality are available from Carphone Warehouse and Currys PC World, including:

Carphone Warehouse

  • GOJI 3D Cardboard VR – £7.99
  • Goji VR Headset – £24.99
  • Daydream View – £68.99
  • Samsung Gear VR Headset – £79.99

Currys PC World

  • PLAYSTATION 4 VR – £349.99
  • OCULUS Rift – £549
  • HTC Vive – £769.99

1Excluding Google Pixel. Free Goji universal virtual reality headset available on all Android pay monthly upgrades and new connections. Free Gear VR 2 headset available on all S7 and S7 edge pay monthly upgrades and new connections. Not valid in conjunction with any other offer. No cash alternative. Subject to availability whilst stocks last. Headset will be shipped to customer’s address within 28 days.

Notes to editors:

2,000 British adults were polled by Opinium from 28th October – 1st November 2016

About Dixons Carphone

Dixons Carphone plc is Europe’s leading specialist electrical and telecommunications retailer and services company, employing over 40,000 people in 9 countries.

Focused on helping customers navigate the connected world, Dixons Carphone offers a comprehensive range of electrical and mobile products, connectivity and expert after-sales services from the Geek Squad and Knowhow.

Dixons Carphone’s primary brands include Carphone Warehouse, Currys and PCWorld in the UK & Ireland, Elkjøp, Elkjøp Phonehouse, Elgiganten, Elgiganten Phonehouse, Gigantti and Lefdal in the Nordic countries, Kotsovolos in Greece, Dixons Travel in a number of UK & Ireland airports and Phone House in Spain. Our key service brands include Knowhow in the UK, Ireland and the Nordics, and Geek Squad in the UK, Ireland and Spain.

Business-to-business (B2B) services are provided through Connected World Services, PC World Business and Carphone Warehouse Business. Connected World Services aims to leverage the Group’s existing expertise, operating processes and technology to provide a range of services to businesses.

Dixons Carphone was voted ‘Retailer of the Year’ at the Retail Week Awards 2016.

For more information about Dixons Carphone plc, please visit

Follow us on Twitter: @DixonsCarphone

Please contact Carphone Warehouse Press Office at M&C Saatchi PR for further information: Press Office

Source: Dixons Carphone

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