Infographic: What Consumers Really Think About VR

Why people are (and aren't) buying headsets

The future of video looks to be more immersive. iStock Photo
Headshot of Emma Bazilian

Virtual reality has been all the rage among the tech cognoscenti over the past few years, but the real test of VR’s value is whether consumers will catch on.

Looking to gauge the public’s feelings about this emerging technology, research-based consultancy Magid surveyed two groups of 1,000 people ages 18-64 about VR, conducting one wave of questions before the holidays in December and a second wave in January.

“The data shows that the level of interest in VR is significant after what has been only one year of real market activity,” said Mike Bloxham, svp, global media and entertainment at Magid. “As with all new technologies, many consumers will bide their time in the belief that the price will drop, the device will improve and the overall proposition will be better.”

One challenge, he added, is content discovery. “At present, some consumers clearly perceive difficulty in finding content or at the very least are unaware of all that is available … . [This] almost certainly represents a market opportunity for a content aggregator in the coming years,” Bloxham said.

This story first appeared in the April 24, 2017, issue of Adweek magazine. Click here to subscribe.

@adweekemma Emma Bazilian is Adweek's features editor.