US consumers bullish on VR marketing

section2-CR-infographicPress release: More than 50 percent of consumers likely to purchase from brands that sponsor virtual reality, according to Greenlight VR

Greenlight VR’s latest consumer survey reveals positive feelings for VR among users and nonusers alike, suggesting a powerful opportunity for marketers and other content creators.

SAN FRANCISCO — Greenlight VR’s latest virtual reality consumer research suggests a powerful opportunity for marketers and other content creators, as users and nonusers alike express high interest and affinity for virtual reality.


Among respondents, 71 percent agree that a brand that sponsors virtual reality is forward-thinking and modern, while 52 percent would like to be associated with that brand. Additionally, 62 percent would feel engaged with a brand that sponsors a VR experience, and 53 percent say they are more likely to purchase from a brand that sponsors a virtual reality experience.

“Greenlight VR has been researching consumer sentiment toward virtual reality since 2014, and this is our most conclusive study yet, tying together attitudes and intended action with branded experience exposure,” said Clifton Dawson, CEO of Greenlight VR. “If the recent success of Pokemon Go isn’t enough, this data provides concrete evidence to experience marketers who are currently designing for the new experience economy.”


An overwhelming majority—91 percent—of respondents who had not used virtual reality previously had positive feelings about virtual reality when exposed to informational videos about virtual reality in the survey. Among these respondents, 65 percent said they were interested in virtual reality, 58 percent were amazed, 49 percent felt excited, 32 percent were surprised, 25 percent felt happy, and 19 percent felt energetic.

“We’re seeing specific VR activities have unique emotional footprints, offering fascinating insights for those who are considering their VR strategies,” said Steve Marshall, senior vice president of research and consulting for Greenlight VR. “For example, among our sample, watching a live broadcast event in virtual reality generates significantly higher ratings of positive emotions such as ‘happy’ and ‘energetic’ when compared with playing a VR video game.”


Findings from Greenlight VR’s consumer survey of almost 1,300 U.S. consumers, ages 18 to 60, are detailed in the new 2016 Virtual Reality Consumer Adoption Report, which provides a comprehensive, data-driven view of consumer opinions and expectations for major VR products, applications, content, prices and more. The survey was conducted in June 2016.


About Greenlight VR

Greenlight VR provides market insights for virtual reality to help global technology companies, Fortune 500 brands, and innovative startups make better strategic decisions. Visit for more information and follow GreenlightVR on Twitter.

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1 Response

  1.' lmpierce says:

    Actions speak louder than words. Nothing could be more apropos to remember during this phase of the VR hype cycle. Now I checked, and the Gartner hype cycle chart for 2015 has VR on the Slope of Enlightenment by now. Fortunately, some levity has also been applied by a former Gartner Research Director, who has written on the chart with a circle around VR and the expression (in red) “LOL!” (Full article here:

    VR, which is a broad term at best, is often characterized in the media as something new and widely implemented, which it is not. However, in those instances of new deployments of specific implementations, such as consumer VR headsets (also not new, but newly affordable and improved) and the availability of more content, (although by any media-related standard, still paltry), VR belongs much more on the Peak of Inflated Expectations.

    This is not unlike the political campaign season, during which polls of people’s feelings and opinions are notoriously vague and non-binding, albeit sometimes entertaining, or alarming. In the same way, the Greenlight survey that purports to measure amazement, excitement, surprise, happiness and, ‘energetic’(?) has nothing to do with the ultimate adoption of VR on a personal mass scale. You could achieve similar results by showing people a fictional film about our planet as a utopia with spacecraft coming and going to ‘nearby’ solar systems and their glee would have nothing to do with reality now, or any time in their lifetime (or for many generations to come, if ever).

    A better survey would be whether people are planning to buy VR, and how would they use it, or like to use it. Take a survey of people who have tried VR – do they still think it’s so amazing? The current survey included just 1,300 consumers. That’s really just a drop in the worldwide consumer population bucket.

    The survey result I find the most meaningless is the 53% that say they are more likely to purchase from a brand that sponsors a virtual reality experience. Okay, so first of all, count kids out. Anyone who has taken a child to the Lego store knows that, cartoons aside, reality+imagination trumps virtuality. But in all fairness, the survey only included 18-60 year olds.

    So let me consider just the purported demographic. The millions of consumers that make purchases are not choosing (would not choose) a brand simply because it sponsors a virtual reality experience, as implied by the language of the survey. Rather, consumers make purchases when they perceive that a product or service has value to them. Virtual reality methods might make some products more appealing, but that is not an incentive based on a purposeful alignment with a marketing technology, but rather a response encouraged through successful engagement with a customer, and promotion of value to that customer. VR is just one way to do that. The customer won’t care that they were ‘sold’ by VR or a TV ad, or a bus stop advertisement.

    At this point, it would be welcome for companies to ease off the hype. It sets up unrealistic expectations. Yes, we are all excited a bit, or a lot, about VR. However, these ridiculous surveys add no value to the discussion and say nothing about adoption. Even worse, it lumps a lot of different technologies into a single ‘VR’ bin, and equally lumps all people into a single ‘Consumer’ bin. The title, “2016 Virtual Reality Consumer Adoption Report” is not an adoption report. Rather it is a “Stating the Excitement Report” and is trite.