New data from Thrive Analytics & ARtillery Intelligence reveals who’s using VR, how often, and with what hardware.
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.
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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.
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“Facebook is investing heavily in VR and is playing a long game,” said Mike Boland, Chief Analyst of ARtillery Intelligence. “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,” said Thrive Analytics managing partner Jason Peaslee. “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.”
