Why is the VR/AR industry not performing as well as forecasted within the Norwegian market?
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- Studentoppgaver (SV-NHS) 
AbstractVirtual Reality and Augmented Reality are currently facing some challenges becoming popularized enough to be a household device in the Norwegian market. Since the big breakthroughs in 2015-2016 it has been well known that the VR-industry was a tool for the future across multiple industries. This study aims to determine if there even exists a performance problem, and if it exists, which factors are contributing to holding the VR-industry back from being a general household device. To acquire data for the study, a qualitative and a quantitative method of study was used. The data was then compared, highlighting the main differences and the similarities in the responses. The similarities were then classified as insights. These insights were used to prove the hypotheses true or false. The results indicated that there did exist a performance issue, and that VR-technology specifically did not perform according to the expectation of the general consumer. The results suggest that the purchasing price of the devices, combined with little possibilities of trying a device before purchasing were the main barriers, and the main challenges that VR-faced within the Norwegian market. The results also suggest that the companies creating these devices would benefit from expanding/improving their software related to other industries where the consumer viewed VR-technology as a tool, such as education, work and entertainment. The results showed that Augmented Reality was not as popular as VR, but that there was some evidence showing that if Virtual Reality grows, so will Augmented Reality. Keywords: Virtual Reality, Augmented Reality, Pricing, Norwegian market