MEC has released findings from a Consumer Pulse study exploring consumer awareness, usage and purchase intent of this year’s dominate new technologies -- Virtual Reality (VR) and Augmented Reality (AR).
The U.S. study, which polled 950 US consumers, reveals that 51% of 18-24 year-olds are willing to purchase a product or service after experiencing it via VR/AR device.
Virtual reality and augmented reality devices are aggressively emerging as a new medium for marketers, brands and retailers to deliver multi-sensory experiences for consumers. While the technology is still nascent, consumer awareness and interest is high with 79% of respondents surveyed aware of the offering and 45% interested in trying of AR/VR. Additionally 37% of respondents were interested in buying a standalone device; the number increased to 48% of 18-34 year olds.
Commenting on the findings, Whitney Fishman Zember, Managing Partner, Innovation & Consumer Technology, said “We are at a tipping point for mass adoption in the US. As virtual reality headlines flood the business and marketing news, we are for the first time witnessing the medium’s benefits at scale, especially for marketers and brands. This new creative canvas has the potential to not only deliver on a brand’s promise more completely for consumers, but to add another layer to storytelling.”
Other key findings included:
- 18-35 years olds are more likely to have experienced VR/AR via a smartphone or tablet
- 35-54 years olds are more likely to have experienced VR/AR at retail
- Interest is highest with millennials with 1 in 2 millennials interested in purchasing a VR/AR device for personal use.
- Consumers are looking to virtual reality to enhance experiences across entertainment, retail, events and gaming.
About MEC Consumer Pulse: MEC Consumer Pulse is a proprietary online consumer panel which enables identification of emerging consumer trends and changing media behaviors. MEC Consumer Pulse is fielded on a weekly basis in the US and Canada and is nationally representative of each country. The Virtual Reality and Augmented Reality study was conducted in January 2016, among 950 US adults 18+ using