New Study Reveals 25 Percent of U.S. Adults Have Tried Virtual Reality

Survey research from Thrive Analytics & ARtillery Intelligence reveals who’s using VR, how often, and on what devices.

Thrive Analytics and ARtillery Intelligence have released a new report entitled VR Usage & Consumer Attitudes, Wave VII. 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 that 25 percent of consumers have used VR, and 76 percent of those users do so at least monthly. Non-VR users conversely report low interest in the technology – 20 percent, up from 18 percent in Wave VI. This disparity between user satisfaction and non-user ambivalence represents an ongoing marketing challenge for VR.

On the bright side, standalone VR – exemplified by Oculus Quest 2 – was a standout in this year’s survey. The Meta-owned device has grown in use from 34 percent of survey respondents in Wave VI to 48 percent in Wave VII. This is driven by Quest 2’s competitive feature set, its growing library of hit games & experiences, and aggressive pricing.

“Meta is investing heavily in VR and is playing a long game,” said ARtillery Intelligence Chief Analyst, Mike Boland. “That includes bringing Quest 2’s price down to accelerate its market share and network effect – driving factors in anything that Meta does. One result is that consumers end up with a functionally-rich device that’s less expensive than it should be.”

Virtual Reality Monitor applies Thrive Analytics’ acumen and time-tested practices in survey research. Wave VII included a sample of 72,000+ U.S. adults. Furthermore, seven waves of research enable robust longitudinal analysis and trending data. Thrive Analytics and ARtillery Intelligence also produce a corresponding AR report which will publish next month.

“AR and VR remain in early-adoption phases,” said Thrive Analytics Managing Partner Jason Peaslee. “But though there are typical challenges and adoption barriers, these technologies will gradually transform how people work, connect, and learn. We’re committed to quantifying that evolutionary path over the next several years.”

VR Usage & Consumer Attitudes, Wave VII

Report Availability

VR Usage & Consumer Attitudes, Wave VII is available from ARtillery Intelligence and Thrive Analytics. 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 free 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. Find out more here.

About Thrive Analytics

Thrive Analytics is a leading digital marketing research and customer engagement consulting firm. With clients spanning leading national brands, 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. Find out more here.

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 is used by marketers, product managers, consultants, and other people working in the technology space.

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