Despite extensive media coverage, as many as two-thirds of US consumers are unaware of virtual reality as a technology, according to Horizon Media.
Although awareness is low, more than a third (36%) of the 3,000 consumers surveyed by Horizon said that they were interested in owning a VR device. Excitement was higher than it was for the Apple Watch, with 82% calling the technology ‘an exciting new innovation’. 81% believed that, within five years, between 25% and 50% of the population will own a VR device.
Travel; viewing infrequent (i.e., the Olympics) live events; seeing concerts; and playing sports were ranked as the top uses for VR. Gaming and viewing sporting events, interestingly, were the two lowest uses for the technology. However, online conversations showed a very different set of results, with 93% of VR-related posts discussing gaming.
10% of the negative conversations about VR relate to price. Only about 25% of consumers are willing to spend more than $250 on a VR product.
Young men were – not surprisingly – the most interested demographic in owning a VR device: 47% of men stated an interest, versus 25% of women, and 54% of 18-34 year-olds, versus 44% of 35-49 and 25% of 50-64. Men are also twice as likely to pay more than $250 (31% of men versus 16% of women) and three times as likely to have tried VR already (16% versus 6%).
Horizon found that there were 55% of consumers who had no interest in owning a VR headset.
