Press release: More than 50 percent of consumers likely to purchase from brandsÂ that sponsor virtual reality, according to Greenlight VR
Greenlight VRâ€™s latest consumer survey reveals positive feelings for VR among users and nonusersÂ alike, suggesting a powerful opportunity for marketers and other content creators.
SAN FRANCISCO â€” Greenlight VRâ€™s latest virtual reality consumer researchÂ suggests a powerful opportunity for marketers and other content creators, as users andÂ nonusersÂ alike express high interest and affinity for virtual reality.
Among respondents, 71 percent agree that a brand that sponsors virtual reality is forward-thinkingÂ and modern, while 52 percent would like to be associated with that brand. Additionally, 62Â percent would feel engaged with a brand that sponsors a VR experience, and 53 percent say theyÂ are more likely to purchase from a brand that sponsors a virtual reality experience.
â€œGreenlight VR has been researching consumer sentiment toward virtual reality sinceÂ 2014, and this is our most conclusive study yet, tying together attitudes and intended action withÂ branded experience exposure,â€ said Clifton Dawson, CEO of Greenlight VR. â€œIf the recent successÂ of Pokemon Go isnâ€™t enough, this data provides concrete evidence to experience marketers whoÂ are currently designing for the new experience economy.â€
An overwhelming majorityâ€”91 percentâ€”of respondents who had not used virtual realityÂ previously had positive feelings about virtual reality when exposed to informational videos about virtualÂ reality in the survey. Among these respondents, 65 percent said they were interested in virtual reality, 58Â percent were amazed, 49 percent felt excited, 32 percent were surprised, 25 percent felt happy,Â and 19 percent felt energetic.
â€œWeâ€™re seeing specific VR activities have unique emotional footprints, offeringÂ fascinating insights for those who are considering their VR strategies,â€ said Steve Marshall, seniorÂ vice president of research and consulting for Greenlight VR. â€œFor example, among our sample,Â watching a live broadcast event in virtual reality generates significantly higher ratings of positiveÂ emotions such as â€˜happyâ€™ and â€˜energeticâ€™ when compared with playing a VR video game.â€
Findings from Greenlight VRâ€™s consumer survey of almost 1,300 U.S. consumers, agesÂ 18 to 60,Â are detailed in the new 2016 Virtual Reality Consumer Adoption Report, which provides aÂ comprehensive, data-drivenÂ view of consumer opinions and expectations for major VR products,Â applications, content, prices and more. The survey was conducted in June 2016.
About Greenlight VR
Greenlight VRÂ provides market insights for virtual reality to help global technology companies, FortuneÂ 500 brands, and innovative startups make better strategicÂ decisions. Visit www.greenlightvr.com for more information and follow GreenlightVR onÂ Twitter.