According to the latest consumer research from the market research company Greenlight VR, travel, home design and virtual education are top of the list for virtual reality use cases currently capturing consumer interest.
The 2016 Virtual Reality Consumer Report gathered the opinions of more than 1,200 survey respondents on topics like virtual reality use case categories. The report also includes detailed findings from Greenlight VR’s recent survey of mainstream U.S. consumers on topics relating to experiences, attitudes and purchase intentions for VR hardware and content.
The top six use case categories identified by consumers were travel, tourism or adventure (73.5%), movies and recorded videos (67.3%), live events (67.0%), home design (65.9%), education (63.9%), and gaming (61.0%).
Interestingly, these interest patterns were expressed regardless of whether the respondents were “high tech spenders” or not. Among so called high-tech spenders, 76.3 % are interested or very interested in virtual travel and adventure experiences, while 68.9 % are interested or very interested in gaming. High-tech spenders also rated four other use cases as more personally interesting than gaming: movies and recorded videos (71.4%), live events – other than sports (71.2%), home design, remodelling or decorating (70.3%), and virtual education (68.2%).
“Virtual reality has always been more than a medium for gaming experiences and consumers understand that,” said Clifton Dawson, CEO of Greenlight VR. “Our findings from multiple studies suggest that some players in the VR ecosystem may be overly focused on gaming. The reality is that consumers have a wide variety of interests for using virtual reality. Platform and content providers would be wise to consider these bigger, richer findings as they develop their content portfolio and marketing strategies.”
The industry has done a good job to generate interest in virtual reality experiences. Among survey respondents who have had experiences with VR, 86% were positive about the experience and indicated that they are highly likely to seek out another VR experience.
“Overall, we were struck by the strongly positive and broad interest in VR in general, and in specific uses in particular,” said Steve Marshall, senior vice president of research and consulting for Greenlight VR. “Given all the attention in the press, we expected to find gaming as the primary consumer interest in VR. The reality is consumers have a variety of interests in VR — starting with Travel and Adventure.
The report is based on findings from a Greenlight VR’s survey conducted in June 2016, of more than 1,200 U.S. consumers, aged 18-60, and includes users and non-users of VR.