This latest consumer survey reveals positive feelings for VR among users and non-users alike, suggesting a powerful opportunity for marketers and other content creators.
Greenlight VR has released their latest virtual reality consumer research, survey almost 1,300 U.S. consumers, ages 18-60.
Among respondents, 71 percent agree that a brand that sponsors VR is forward-thinking and modern, while 52 percent would like to be associated with that brand. Additionally, 62 percent would feel engaged with a brand that sponsors a VR experience, and 53 percent say they are more likely to purchase from a brand that sponsors a VR experience.
“Greenlight VR has been researching consumer sentiment toward virtual reality since 2014, and this is our most conclusive study yet, tying together attitudes and intended action with branded experience exposure,” said Clifton Dawson, CEO of Greenlight VR. “If the recent success of Pokemon Go isn’t enough, this data provides concrete evidence to experience marketers who are currently designing for the new experience economy.”
An overwhelming majority (91 percent) of respondents who had not used virtual reality previously, had positive feelings about VR when exposed to informational videos about virtual reality in the survey. Among these respondents, 65 percent said they were interested in VR; 58 percent were amazed; 49 percent felt excited; 32 percent were surprised; 25 percent felt happy; and 19 percent felt energetic.
“We’re seeing specific VR activities have unique emotional footprints, offering fascinating insights for those who are considering their VR strategies,” said Steve Marshall, senior vice president of research and consulting for Greenlight VR. “For example, among our sample, watching a live broadcast event in virtual reality generates significantly higher ratings of positive emotions such as ‘happy’ and ‘energetic’ when compared with playing a VR video game.”
You can view the full infographic below:
Findings from Greenlight VR’s consumer survey of almost 1,300 U.S. consumers, ages 18-60, are detailed in their 2016 Virtual Reality Consumer Adoption Report, which provides a view of consumer opinions and expectations for major VR products, applications, content, prices and more. The survey was conducted in June 2016. More information, including how to purchase the 2016 report, is available online.