New ARtillry Intelligence Briefing Examines Consumer Sentiments on Virtual Reality

Original survey data reveals importance of VR content, education and “native thinking.”

September 6, 2017 – San Francisco, CA – ARtillry, a publication and intelligence firm for augmented reality (AR) and virtual reality (VR), today released a new Intelligence Briefing: VR Usage & Consumer Attitudes. Working closely with Thrive Analytics‘ Virtual Reality Monitor™ (N=2000), ARtillry authored consumer survey questions as well as today’s narrative report.

Highlights include content’s place as the most desired area of improvement (volume and quality) among VR owners. VR headset owners also showed high satisfaction compared to other categories of consumer tech products. However many non-owners (38%) reported disinterest in VR ownership; and the top reason (53%) was “just not interested.”

“Together, these figures validate that VR’s immersive experience presents a double-edged sword: It produces highly visceral and satisfactory user responses… but you have to see it to believe it,” said ARtillry Chief Analyst Mike Boland. “This creates a challenge to scale distribution, given inherent adoption barriers like price and technological invasiveness. Education, retail installations, VR arcades and mobile VR will be the ‘gateway drugs’ to reduce that friction and cultivate tomorrow’s VR owners.”

Other top findings include:

— Among the things that VR users desire, more and better content top the list.
— This validates that content is king in VR, just like other mediums.
— Content is currently a gap in VR’s value chain, challenged by a classic “chicken & egg” dilemma, given low overall headset penetration.

— VR affinity correlates to youth and natural technology interest among digital natives.
— Willingness to spend $400+ on VR equipment shows a reverse correlation to age, with one exception: Ages 25-34 are more willing than ages 18-24, likely due to spending power.

— $400 is a significant price point, validated by Oculus’ recent Rift pricing adjustment.
— We’ll see more price competition: emerging sectors often trade margins for market share.

— Native thinking is a VR success factor: building specifically for the form factor.
— Just like with smartphones, VR apps and games that utilize unique aspects (i.e volumetric movement) will outperform those that shoehorn legacy 2D media into a VR experience.


The report is available to preview, and full access can be granted to select press inquiries and ARtillry Insights subscribers. In partnership with the VR/AR Association, ARtillry Insights delivers a bundled research package to equip subscribers in AR and VR sectors — and those entering from other sectors — to make informed business decisions. Learn more at

Note of Disclosure

ARtillry has no financial stake in the companies mentioned in this report, nor received payment for its production. ARtillry’s disclosure and ethics policy can be seen at


About ARtillry

ARtillry is a publication and research firm that examines augmented reality (AR) and virtual reality (VR). Through writings and multimedia, it provides deep and analytical views into the industry’s biggest players and opportunities. It’s about insights, not cheerleading. Learn more or contact ARtillry at 

About Intelligence Briefings

ARtillry Intelligence Briefings are monthly installments of VR/AR data and analysis. They synthesize original and third party data to reveal the dynamics of VR and AR sectors, and their opportunities. In addition to data, a layer of insight is applied to translate market events and raw figures into prescriptive advice. This takes form in a narrative story arc, grounded in market figures. Learn more or subscribe at

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. Learn more or contact Thrive Analytics at

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