Thrive Analytics and ARtillery Intelligence today released a new report: VR Usage & Consumer Attitudes, Wave IV. ARtillery Intelligence authored survey questions and a narrative report while Thrive Analytics administered the survey through its established survey engine and ongoing Virtual Reality Monitor research.
Highlights include the fact that 19 percent of consumers have used VR, up from 16 percent in last year’s study. More importantly, they’re using it often: 31 percent of respondents use VR at least monthly. This is a telling indication of VR’s potential, given that active use is a key success factor tied to revenue and user retention.
VR users are also highly satisfied: 55 percent reported extreme or moderate satisfaction. However, it’s not all good news. Non-VR users have relatively low interest in VR ownership, with 59 percent citing their reason for disinterest as just not interested. This disparity between user satisfaction and non-user disinterest represents key marketing and logistical challenges for VR.
“VR’s immersive format is a double-edged sword,” said Mike Boland, Chief Analyst of ARtillery Intelligence. “It’s captivating users for its revolutionary jump from traditional content formats. But you have to see it to believe it, and it’s hard to convey that experience to non-users through traditional marketing. This will be alleviated over time through more cultural acclimation to VR and lowering access friction through things like standalone headsets.”
Standalone VR – embodied by Oculus Quest, Oculus Go, and other emerging headsets — don’t require a separate and costly PC and also eschew cumbersome wires and the need to set up positional tracking systems. Though still early, standalone VR already shows worthwhile market traction in the hardware itself, as well as engagement levels and software/game sales.
The Virtual Reality Monitor™ applies Thrive Analytics’ acumen and time-tested practices in survey research. The VR survey in this wave (Wave IV) included a sample of more than 1,000 U.S. adults. Furthermore, four completed waves of research now enable robust longitudinal analysis and trend evaluation. Thrive Analytics and ARtillery Intelligence also produce a corresponding AR report which will be published next month.
“AR and VR are still in early-adoption phases,” said Thrive Analytics managing partner Jason Peaslee. “There are still technology challenges, but we think AR & VR have the ability to transform the way people work, connect, and learn. We’re excited about the prospects, and committed to measuring them.”
VR Usage & Consumer Attitudes, Wave IV is available through ARtillery Intelligence. Deeper access to the base data and additional strategic analysis can be obtained from Thrive Analytics.
About ARtillery Intelligence
ARtillery Intelligence chronicles the evolution of spatial computing, otherwise known as AR and VR. Through writings and multimedia, it provides deep and analytical views into the industry’s biggest players, opportunities and strategies. Products include the AR Insider publication and the ARtillery PRO research subscription. Research includes monthly narrative reports, market- sizing forecasts, consumer survey data and multimedia, all housed in a robust intelligence vault.
About Thrive Analytics
Thrive Analytics is a leading digital marketing research and customer engagement consulting firm. With clients spanning leading national brands as well as publishers and agencies serving the small business community, it pairs proprietary market research services and data analytical tools with time tested business insights and methodologies to help organizations measurably improve customer experience, loyalty and sales results. Its mission is to provide superior research and support services that inspire clients to make smarter decisions.
About Virtual Reality Monitor
Virtual Reality Monitor is Thrive Analytics’ proprietary survey of virtual reality/augmented reality technology users. These surveys, conducted semiannually, track the adoption rates, usage, satisfaction levels, profiles and many other areas related to VR/AR users. Each wave has a customizable section for client specific inquiries. Results & key insights are communicated in advisory reports & presentations, charts & infographics, newsletters & articles and custom data views. Information from these studies are used by marketers, product managers, consultants and other people working in the technology space.
Header image credit: Facebook/Oculus