Thrive Analytics and ARtillery Intelligence released today a new report titled VR Usage and Consumer Attitudes, Wave V that reveals who is using VR, when, and how often. The survey questions were provided by ARtillery Intelligence, while Thrive Analytics conducted the survey through its established survey engine and ongoing Virtual Reality Monitor™ research.
Some of the report highlights include that 23% of US consumers have used VR, compared to 19% in the last year’s study. What stands out is that they are using it more often – 82% of VR users engage at least once a month. 70% of users say that they are satisfied or highly satisfied with the technology.
The report reveals a decrease in interest from non-VR users – only 20%, compared to 29% from last year’s report. The decline is concerning for VR, as public interest keeps dropping from its peak during the technology’s hype cycle circa 2017. This non-user ambivalence represents an ongoing marketing challenge for VR.
On a more positive note, Standalone VR such as Oculus Quest 2, was a standout in this year’s survey. 24% of respondents said they use the Facebook-owned Quest 1 and Quest 2, which is an increase from last year’s 13%. The rise was driven by Oculus’ competitive feature set, expanding library of hit games and experiences, and an affordable price.
Mike Boland, Chief Analyst of ARtillery Intelligence, said: “Facebook is investing heavily in VR and is playing a long game.
“That investment includes bringing Quest 2’s price down to accelerate its market share and network effect, which is classic Facebook. The result is that consumers end up with a compelling device that’s less expensive than it should be.
Thrive Analytics’ managing partner Jason Peaslee, said: “AR and VR are still in early adoption phases.
“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.”
