Market research from Magid has found that the majority of people who have recently purchased a virtual reality (VR) device have found it has exceeded their original expectations.
The study has shown that customer satisfaction was high across all device types, but the greatest percentage of satisfied users were among those who had bought a headset that worked with any smartphone, such as the Google Cardboard. Those particular users reported a 67% satisfaction rate. A majority of users reported they found their headset to be a ‘very good’ purchase, and 66% of mobile VR users found the devices ‘very easy to use’.
Mike Bloxham, SVP global media & entertainment at Magid had this to say: “As far as recent purchasers are concerned, VR devices are being rated very highly against the Holy Trinity of value for money, ease of use and of exceeding expectations. This combination is exactly what drives positive word of mouth which is so important for the growth of emerging tech-related markets.”
Previous research has found that it is recommendations from early adopters that tend to drive wider consumer adoption, with positive word-of-mouth being a critical point in the growth of a new technology. Prospects look good for VR in that arena, since the study shows that 81% of VR purchasers would be willing to recommend the device to friends or family.
Bloxam commented: “The industry needs to capitalize on this with a constant flow of new and engaging content and marketing that clearly communicates what VR delivers to the user. Get that right and the next couple of years could look very bright for the sector.”
In addition, the study looked at the type of content being produced for VR devices, which showed that viewing of non-gaming content such as film and television was reported as a higher rate of 72% than videogames at 63%.
“VR isn’t just for gamers anymore,” said Debby Ruth, SVP global media and entertainment at Magid. “Games are always going to be important to VR, but this interest in other types of VR experiences, especially music and travel, signals opportunity and potential for broader consumer engagement.”
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