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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