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New Study Reveals 16 Percent of U.S. Adults Have Tried Virtual Reality


New data from ARtillery Intelligence and Thrive Analytics reveals who's using VR, how often, and with what headsets and experiences.


KETTERING, OHIO- June 11, 2019 -

ARtillry Intelligence, in partnership with Thrive Analytics, today released a new report: VR Usage & Consumer Attitudes, Wave III. Working closely with Thrive Analytics' Virtual Reality Monitor™, ARtillery Intelligence authored survey questions and a narrative report to examine the findings.


Highlights include the fact that 16 percent of consumers have used VR, up from 11 percent in last year’s corresponding study. More importantly, they're using it often: more 35 percent of respondents use VR at least monthly. This is a telling indication of VR’s potential, given that active use is a key success factor tied to revenue and user retention.


VR users are also highly satisfied: 67 percent reported extreme or moderate satisfaction. 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. This disparity between user satisfaction and non-user disinterest represents key marketing and logistical challenges for VR.


“VR’s immersive format is a double-edged sword,” said Mike Boland, Chief Analyst of ARtillery Intelligence. “It’s captivating users for it’s revolutionary jump from traditional content formats. But you have to see it to believe it, and it’s hard to convey that experience to non-users through traditional marketing. This will be alleviated over time through more cultural acclimation to VR and lowering access friction through things like standalone headsets.”


Standalone VR – embodied by Oculus Quest, Oculus Go and other emerging headsets -- don’t require a separate and costly PC and also eschew cumbersome wires and the need to set up roomscale positional tracking systems. Though still early (this survey was fielded before Quest’s market launch), standalone VR addresses many consumer objections evident in this survey and could represent an important inflection point for the technology.

Virtual Reality Monitor applies Thrive Analytics' acumen and time-tested practices in survey research. The AR survey in this this wave (Wave III) included a sample of 3,162 U.S. adults. Furthermore, three completed waves of research now enable robust longitudinal analysis and trend evaluation. Thrive Analytics and ARtillery Intelligence will continue to analyze the AR & VR market opportunities through the lens of consumer sentiments.


“AR and VR are in initial adoption stages,” said Thrive Analytics managing partner Jason Peaslee. “This means user behavior and affinities are still developing, just as we saw in early stages of past tech adoption cycles. AR & VR have the ability to transform the way people work, connect, and learn, so we’ll continue to track the consumer adoption that informs product and business strategies.”


Report Availability

VR Usage & Consumer Attitudes, Wave III is available through ARtillery Intelligence. More details about the report including previews and links to subscribe can be found at https://artillry.co/intelligence

The base data is also available from Thrive Analytics. More details about Virtual Reality Monitor can be found here: http://thriveanalytics.com/Virtual%20Reality%20Monitor.html


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 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. Learn more or contact ARtillry at: https://artillry.co/


About Intelligence Briefings

ARtillery Intelligence Briefings are monthly installments of VR/AR data and analysis. They synthesize original data and market insights to reveal opportunities and dynamics of VR and AR sectors. In addition to data, a layer of analysis is applied to translate market events and raw figures into prescriptive advice. More information, past reports and editorial calendar can be seen at:  https://artillry.co/artillry-intelligence/


About Thrive Analytics

Thrive Analytics is a leading local search and digital consulting firm specializing in combining targeted marketing research and data analytics with actionable customer engagement strategies for improved business results. With clients spanning leading national brands as well as publishers and agencies serving the small business community, Thrive Analytics pairs proprietary market research services and data analytics tools with time-tested business insights and methodologies to help organizations measurably improve customer experience, loyalty and sales results. Founded in 2010, Thrive Analytics is a privately held company headquartered in Kettering, Ohio.


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