VR: Who’s Using it? When? And How

ARtillery Intelligence’s latest report examines original consumer VR data. Preview the report below, subscribe to access it in full, or purchase a la carte.

VR User Growth

Executive Summary

VR Usage & Consumer Attitudes, Wave III

How do consumers feel about VR? Who’s using it? What devices and apps do they prefer? And what do they want to see next? Perhaps more important, what are non-users’ reasons for disinterest? And how can VR software developers and hardware players optimize product strategies accordingly?

These are key questions at VR’s early stages that we set out to answer. Working closely with Thrive Analytics, ARtillery Intelligence wrote questions to be presented to more than 3,100 U.S. adults in Thrive’s established consumer survey engine. And we’ve analyzed the results in a narrative report.

This follows similar reports we’ve completed over the last two years. Wave III of the research now emboldens our perspective and brings new insights and trend data to light. All three waves represent a collective base of 7,065 U.S. adults for a robust longitudinal analysis. This will continue to improve.

Meanwhile, what did we find out? At a high level, 16 percent of consumers surveyed have bought or used a VR headset, up from 11 percent in 2018. More importantly, VR users indicate high levels of satisfaction with the experience: 67 percent reported extreme or moderate satisfaction with VR.

As for price sensitivity, demand seems to inflect at $400 and $200. These are interestingly the price points for Oculus headsets including Quest, Rift S and GO. This indicates Oculus’ competitive edge aggressive price competition and accelerating market share, congruent with our separate projections.

Furthermore standalone VR – embodied by Oculus Quest, Go and other emerging headsets – represents a key inflection point for VR this year. Though still early (this survey was fielded before Quest’s market launch), standalone VR addresses many consumer objections evident in this survey.

However, it’s not all good news: Non-VR users report relatively low interest in VR ownership – 27 percent, down from 31 percent in 2018 – and explicit lack of interest. This downward trend in interest is concerning for VR but isn’t surprising given the dip in excitement we’ve anecdotally observed.

Moreover, the disparity between current-user satisfaction and non-user disinterest underscores a key challenge for VR: you have to “see it to believe it.” In order to reach high satisfaction levels, VR has to first be tried. This presents marketing and logistical challenges for the industry to push that first taste.

The same challenge was evident in our corresponding AR report, but mobile AR’s adoption barriers are lower. This is nonetheless a common challenge for immersive technologies. It will take time, acclimation and price reductions before they reach a more meaningful share of the consumer public.

These points join several other strategic implications that flow from latest consumer VR sentiments. We’ll examine those takeaways in the coming pages, including the latest wave of findings, and our narrative analysis for what it means. The goal is to empower you with a greater knowledge position.

       



Price: $699 

This report is available by subscribing to ARtillery PRO, You can also purchase it for $699. This includes a briefing with the report’s author to discuss takeaways and answer any questions you may have.

 


Introduction:  A Snapshot

In VR’s early stages it’s important to understand consumer behavior and desires in order to optimize product strategies. We kicked off this process in 2017 with our first survey-based report on VR adoption. Now, our third-annual report offers experienced perspective on market evolution.

Working with our data partner Thrive Analytics, ARtillery Intelligence wrote questions to present to Virtual Reality Monitor’s sample of more than 3,100 U.S. adult consumers. All three waves done to date now represent a cumulative base of 7,065 U.S. adults, enabling robust longitudinal analysis.

These survey results are a telling snapshot of VR adoption, which we’ll detail in the coming pages. That will include charts and a narrative story arc that unpacks strategic takeaways, and our outlook for consumer VR. But before we take that deeper dive, here’s a highlight reel of survey findings.

16% of respondents own or have tried VR, up from 11% last year.
35% of users engage VR monthly, 25% weekly and 18% daily.
*% of users own or use Samsung Gear VR, followed by PSVR (*%) and Oculus Rift (*%).
*% of users are extremely satisfied with VR, *% are moderately satisfied.
*% of users are extremely dissatisfied with VR, *% are moderately dissatisfied.
*% of Windows Mixed Reality users are satisfied, *% for Rift and *% for Oculus Go.
*% of users want more content, *% want better content and *% want better functionality.
*% of non-VR users are interested in owning or trying VR, down from *% last year.
*% of disinterested non-VR users cited “just not interested” as the reason.
*% of VR users would pay up to $400 for a headset. *% of non-users would pay up to $200.

*Subscribe to see the full data set.


Price: $699 

This report is available by subscribing to ARtillery PRO, You can also purchase it for $699. This includes a briefing with the report’s author to discuss takeaways and answer any questions you may have.

 


Video Companion


Methodology

ARtillery Intelligence has partnered with Thrive Analytics by writing the questions for the Virtual Reality Monitor consumer survey. These questions were fielded to more than 3000 U.S. Adults. ARtillery Intelligence wrote this report, containing its insights and viewpoints on the survey results.

For market sizing and analysis, ARtillery Intelligence follows disciplined best practices, developed and reinforced through its principles’ 15 years in research and intelligence in the tech sector. This includes the past 2.5 years covering AR & VR exclusively, as seen in research reports and daily reporting.

Thrive Analytics likewise follows best practices in consumer research, developed over its long tenure as a consumer research firm. More information and background on each firm can be seen in the preceding “about us,” sections, or through the website links included with those descriptions.

More details about the survey sample (demographics, etc.) can be seen in this report’s introduction and more on ARtillery Intelligence market-sizing research and methodologies can be read here.

VR User Profile

Disclosure and Ethics Statement

ARtillery Intelligence has no financial stake in the companies mentioned in this report, nor received payment for its production. With respect to market sizing, ARtillery Intelligence remains independent of players and practitioners in the sectors it covers, thus mitigating bias in industry revenue calculations and projections. Disclosure and ethics policy can be seen in full here.


VR Usage & Consumer Attitudes, Wave III

Price: $699 

This report is available by subscribing to ARtillery PRO, You can also purchase it for $699. This includes a briefing with the report’s author to discuss takeaways and answer any questions you may have.