UNLOCK INSIGHTS ABOUT
VIRTUAL REALITY EARLY ADOPTERS

Technology has changed how we consume media, socialize, and even shop. Consumers are at the center and demand engaging content. We’ve explored what they think about Virtual Reality (VR) and expect from brands and agencies. Consider these 3 questions if you're thinking of using VR to connect with consumers today.

WHO ARE FUTURE VR USERS?

Primarily millennial males yet nearly half of US consumers intend to use VR this year.
These future VR users are split between paVRs (“pavers”) and conVRts (“converts”).

paVRs (“pavers”)

  • Represent roughly 24% of the US 18-54 population
  • Consumers consider it likely that they will use or even possibly purchase VR technology in the next year
  • Tend to be younger and higher income, making them a desirable audience for both publishers and advertisers

INCOME

PARENT OF
CHILD UNDER 18

MARITAL STATUS

conVRts (“converts”)

  • Makes up 20% of the US 18-54 population
  • While these video consumers aren’t currently the most likely to try virtual reality, exposure to even just a little information about the technology and applications causes their interest to greatly increase

WHY ARE VR USERS VALUABLE TO MY BRAND?

paVRs represent a desirable target for advertisers
because they are “Triple –A” consumers

ADOPT NEW PRODUCTS
AND SERVICES

 

ADVOCATE FOR THE
BRANDS THEY LOVE

 

APPRECIATE PREMIUM
QUALITY AND ARE WILLING
TO PAY A PREMIUM PRICE

paVRs are more likely to own tech devices
compared to the average consumer

INDEX OF DEVICE OWNERSHIP

Top monthly product categories expenses by paVRs

INDEX OF AVG SPEND BY CATEGORY IN A TYPICAL MONTH

HOW CAN I CREATE AN IDEAL EXPERIENCE?

Know the optimal viewing length
to run your experience

EXPECTED VR VIEWING LENGTH
(IN MINUTES)

Understand the desired “turn rate” or the frequency that users want to find something new to look at in the virtual environment

ABOUT HALF OF PEOPLE WOULD WANT TO TURN BETWEEN EVERY 5-30 SECONDS

Determine how much advertising or sponsorship is acceptable

INTEREST IN ACCESSING VR CONTENT

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