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VR traction over the past several years has been slower than many had anticipated. But it’s still finding small wins and is growing at a fairly healthy pace. So the question is how well it’s landing with consumers today, and are those sentiments trending in the right direction?
So we set out for answers. Working closely with Thrive Analytics, ARtillery Intelligence authored questions to be fielded through its established survey engine to more than 50,000 U.S. adults. The result is Wave 9 of the research, and a narrative report we published to unpack the results.
Known as VR Usage & Consumer Attitudes, Wave 9, it follows similar reports over the last few years. Nine waves of research now bring new insights and trend data to light. And all nine waves represent a collective six-digit sum of U.S. adults for robust longitudinal analysis.
Among the topics tackled: How is VR resonating with everyday consumers? How often are they using it? How satisfied are they? What types of experiences do they like most? How much are they willing to pay for it? And for those who aren’t interested in VR… why not?
Criteria & Considerations
After the last installment of this series examined how much time users spend in VR per week, we switch gears to examine their top buying criteria. When engaged in VR purchases, what are their top considerations? This question applies to both hardware and software (apps/games).
Starting with hardware, the top factor was price, with 68 percent of respondents choosing it as a factor (more than one answer allowed). That was followed by how well hardware is recommended by others (61 percent), content availability (59 percent), and ease of use (58 percent).
Breaking down these responses, it’s not surprising that price was the top criterion, given the price elasticity of early-stage tech. Amplifying price sensitivity is the current macro-economic environment, where consumer confidence is down and tariffs loom over consumer electronics.
The reliance on ratings is also logical for an early device class where consumers are likely to consult the wisdom of the crowds. Content availability is also a key issue in VR, as is ease of use, given that big-ticket items like VR are expected to have robust content and natural UX.
Bone of Contention
As for top criteria for VR game or app purchases, user ratings lead at 71 percent. That’s followed by price (68 percent), user reviews (64 percent), game length (57 percent), influencer advice (55 percent), game descriptions (51 percent), and trailer quality (46 percent).
To provide more context, ratings include numerical systems while reviews include longer and unstructured testimonials. The combined performance of these criteria indicates that other users’ experiences carry influence in an early VR market that’s relatively opaque
Speaking of influence, influencers also hold sway, as they do in other areas of society and consumer shopping. Game trailers meanwhile don’t capture VR’s immersion, so they scored lower. The theme here is that VR users need to gain confidence from other users before they buy.
Meanwhile, game length has been a longstanding issue in VR. Because VR game development is resource-intensive, many developers have released experiences that can be completed quickly. This has caused game length to be a bone of contention and a top consideration.
We’ll pause there and pick things up in the next installment. Meanwhile, check out the full report for more.
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