4951 Ashwyck Pl, Kettering, Ohio 45429


New Study Reveals 23 Percent of U.S. Adults Have Tried Virtual Reality

April 19, 2021
New data from Thrive Analytics & ARtillery Intelligence reveals who's using VR, how often, and with what hardware.

APRIL 19, 2021 - KETTERING, OH - Thrive Analytics and ARtillery Intelligence today released a new report: VR Usage & Consumer Attitudes, Wave V. ARtillery Intelligence authored survey questions and a narrative report while Thrive Analytics administered the survey through its established survey engine and ongoing Virtual Reality Monitor™ research.

Highlights include the fact that 23 percent of consumers have used VR, up from 19 percent in last year's study. More importantly, they're using it often: 82 percent of VR users engage at least monthly. Seventy percent of VR users report that they're satisfied or highly satisfied.

Non-VR users conversely report low interest in the technology – 20 percent, down from 29 percent in Wave IV. This downward trend is concerning for VR, as public interest continues to wane from its peak during the technology's circa-2017 hype cycle. The disparity between user satisfaction and non-user ambivalence represents an ongoing marketing challenge for VR.

On the bright side, Standalone VR – exemplified by Oculus Quest 2  -- was a standout in this year's survey. The Facebook-owned Quest 1 and Quest 2 have grown in use from 13 percent of survey respondents in Wave IV to 24 percent in Wave V. This is driven by Oculus' competitive feature set, expanding library of hit games & experiences, and aggressive pricing.

"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."

Virtual Reality Monitor™ applies Thrive Analytics' acumen and time-tested practices in survey research. The VR survey in this wave (Wave V) included a sample of more than 46,000 U.S. adults. Furthermore, five completed waves of research now enable robust longitudinal analysis and trend evaluation. Thrive Analytics and ARtillery Intelligence also produce a corresponding AR report which was published last month.

"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."

Report Availability

VR Usage & Consumer Attitudes, Wave V is available through ARtillery Intelligence. Deeper access to the base data and additional strategic analysis can be obtained from Thrive Analytics.

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. The research includes monthly narrative reports, market-sizing forecasts, consumer survey data, and multimedia, all housed in a robust intelligence vault. To learn more, go to https://artillry.co/intelligence


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 https://www.thriveanalytics.com/

About Virtual Reality Monitor™

Virtual Reality Monitor™ is Thrive Analytics’ proprietary survey of virtual reality/augmented reality technology users. These surveys, conducted semiannually, track the adoption rates, usage, satisfaction levels, profiles, and many other areas related to VR/AR users. Each wave has a customizable section for client-specific inquiries. Results & critical insights are communicated in advisory reports & presentations, charts & infographics, newsletters & articles, and custom data views. Information from these studies are used by marketers, product managers, consultants, and other people working in the technology space.





Anticipated Holiday Spending According to Adults
This chart provides the anticipated holiday spending levels for adults.
Advertising I Social Media
Video Advertising Revenue, 2022 & 2027
This chart provides the forecast for video advertising revenue for TikTok, Meta, and YouTube for 2022 and 2027.
Technology Adoption
Augmented Reality Users, 2022-2026
This chart provides the number of augmented reality users from 2022-2026.
Technology Adoption
Virtual Reality Users, 2022-2026
This chart provides the number of virtual reality users from 2022-2026
Advertising I Media Spend I Social Media
US Net Advertising Revenue Growth Forecasts
MAGNA, a leading global media investment, and intelligence company, just released their expectations for advertising revenue for the rest of 2022 and initial 2023 projections. This chart provides those estimates.
Advertising I Retail
Actions Grocery Buyers Have Taken to Save Money
This chart provides actions grocery shoppers have taken to save money.
Technology Adoption
Smart Wearable Shipments Worldwide, 2019-2026
This chart provides the shipments for smart wearables worldwide 2019-2026.
Advertising I Retail
When and How Do US Millennial Digital Shoppers Shop?
This chart provides data on when and how millennials prefer to shop.
Advertising I Retail I Social Media
Preferred Method of Receiving Deals For Millennials
This chart provides the ways Millennials prefer to be contacted with deals.
Advertising I Retail
Most Preferred Discount Types For Millennials
This chart provides the most preferred discount types by Millennials.
Advertising I Retail I Social Media
Types of Advertising That Get The Most Attention
This chart provides the types of advertising that get the most attention from adults.
Technology Adoption
Devices US Adults Use to Watch TV
This chart provides the devices US adults use to watch TV.
Hours of TV Adults Watch Each Day
This chart provides the average number of hours adults spend watching TV.
Advertising I Retail
Frequency US Adults Use Coupons While Shopping
This chart provides the frequency adults use coupons while shopping.
Media Spend I Advertising
Digital Ad Revenue by Company
This chart provides the digital advertising revenue for Meta, Snapchat, Amazon, and Google from Q1 2021 to Q2 2022.
Media Spend I Advertising
Digital Ad Revenue Growth by Company
This chart provides the digital revenue growth by quarter for Meta, Amazon, Snapchat, and Google from 2021 to Q2 2022.
Advertising I Retail
Walmart US Retail Sales
This chart provides the retail sales for Walmart from 2021 to 2022.
Advertising I Retail
Target US Retail Sales
This chart provides the sales revenue for Target from 2021-2022.
Social Media I Demographics I Advertising
Daily Social Media App Users by Generation
This chart provides the daily users of social media apps. It includes Facebook, Instagram, TikTok, LinkedIn, Pinterest, YouTube, Snapchat, and Twitter.
Financial Services
Top Financial Concerns of Adults 2021-2022
This chart provides the top financial concerns of US adults from Q2 2021 to Q2 2022.
Healthcare I Technology Adoption
Metrics Adults Use For Smartwatches or Fitness Trackers
This chart provides the metrics adults use to monitor exercise on wearable devices.
Healthcare I Technology Adoption
Ways Adults Use Smartwatches or Fitness Trackers
This chart provides the ways adults use smartwatches or fitness trackers to measure fitness/activity.
Technology Adoption
VR Headset Shipments Worldwide
This chart provides the forecast for VR headset shipments worldwide by type from 2021 to 2026.
Small Business I Technology Adoption
SMB Barriers to Getting Value From Marketing Data
This chart provides the challenges SMBs have with getting value from marketing data.