Virtually Perfect?

Taking the pulse of VR consumers

The market for virtual reality (VR) continues to move apace, with rapidly evolving technology meeting users’ demands in new ways and opening the doors to new experiences. As a result, understanding the public’s opinions is critical; our recent survey provides a fascinating look into the mindset of the consumer.

We recently polled more than 2,000 people in the US and the UK, divided into owners of VR headsets and technology enthusiasts who do not currently own a headset. For VR device owners, our survey examined:

• Reasons for getting a VR headset
• How and where it was bought
• Use of content and regularity of use
• Intention to buy another VR headset
• Satisfaction with their headset
• Likelihood to recommend the technology

For non-owners it explored:

• Awareness of VR brands and uses
• Reasons for not buying a headset
• Likelihood to buy a VR headset

Below are some of the key findings from the survey. The full report is now available to our clients here.

Satisfaction with VR Devices Is Very High

VR owners are generally highly satisfied with their devices and are active promoters of the technology. In our survey, 60% of VR owners describe themselves as very satisfied with their headset, a figure which is broadly consistent across a range of different devices. When asked to rate how likely they were to recommend their VR headset to a friend, 59% of owners answered with a nine or ten, indicating they are “net promoters” and are highly likely to evangelize the technology.

Intention to Buy VR Devices Is Significant

Among VR owners and non-owners, the survey highlighted a high intention to buy a VR device in the future. Many current owners already own more than one headset, and 57% of those people plan to buy another device in the next 24 months. This could be a replacement, a complementary device, or just curiosity for a new experience. Among non-owners, 70% have considered buying a VR headset in the past, but price has been the prevailing reason why they do not make a purchase. However, as prices continue to fall to a “sweet spot” of $200 or £200, this could all change.

A Gap in the Market Opens for Augmented Reality Glasses

Currently, most of the growth in augmented reality (AR) devices is coming from the enterprise space, as companies experiment with the technology in numerous areas such as healthcare, training, education and collaboration. We asked respondents whether they would consider buying AR glasses in the next three years, if they were commercially available — about three-quarters said they would. This is promising for manufacturers considering a move into consumer-orientated smart glasses.

Shipments Look Set to Soar

This survey follows on the back of our recent market forecast for VR and AR, in which we project a 76% annual rise in the number of devices shipped in 2019 to 14.7 million units, and steep growth to 75 million units at a value of $13 billion in 2023.

We’re excited about the future of VR and believe that the results of our survey support the growth scenario we’ve forecast for the technology. The market is ready for the next wave of exciting new devices and we’re confident that VR will be a fascinating tech category for years to come.

Free Sample Report

If you’d like a shortened version of our VR and AR device survey, please click here.