Commentary

63% Prefer VR To Visiting Physical Store: Study

Many consumers say they would be interested in using VR to test products before purchasing them.

The majority (65%) of consumers anticipate that virtual reality will become part of daily life, according to a survey of 11,000 adults in 11 countries conducted by Crowd DNA for Facebook. There are differences by market, with 60% of those in the U.S. anticipating a VR future compared to 87% in India, 77% in Brazil, 58% in the U.K. and 45% in France.

Facebook placed its own bet on virtual reality with its purchase of Oculus for $3 billion a few years back, while studies consistently forecast augmented reality being significantly larger than virtual reality in the long term. The majority (63%) of internet users say they already have tried augmented reality created by a brand.

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For using virtual reality, the survey showed a wide range of interests in using the technology to test a product before making a decision to buy it.

Most (71%) would be interested in using VR relating to travel, to check vacation destinations or hotels, followed by entertainment (59%), retail (58%), auto (49%) and gaming (48%). The majority (63%) of internet users are interested in using virtual reality to view products without having to visit a physical store.

The growth of virtual reality still faces significant challenges.  For example, most people don’t have a traditional VR headset, nor the computing processing power needed to support them, both of which can be costly.

Virtual reality is likely to grow in usage, but not as some may expect.

Rather than individuals buying VR headsets and diving in themselves, businesses, such as travel agencies, car dealers and retailers, are turning to VR to expand their offering beyond their physical location.

Using virtual reality for marketing products and services is the more promising bet.

 

7 comments about "63% Prefer VR To Visiting Physical Store: Study".
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  1. Doug Garnett from Protonik, LLC, December 17, 2018 at 2:13 p.m.

    Facebook, who is desperate to save their massive investment in VR, just told us that huge numbers of people think it's incredibly valuable? 

    This isn't what VR sales numbers show nor is it compatible with my own tests of so-called VR. It's not VR... In fact, what we have today is essentially strapping a battery on your head and getting a screen that moves with you and some sound. There's nothing helpfully tactile (even with gloves) nor any true "reality" about it.

    So, I'm a full skeptic. I'm not sure how Facebook ensured the research would return the results it wanted, but this research should be taken as highly suspect (especially without a link to the study).

  2. Thomas Kennon from Free Radicals replied, December 17, 2018 at 2:21 p.m.

    Doug's right. This is criminally self-serving bullshit "research" meant to feed the lie about their rosey chances for their failed bet on VR ever paying off. This is a shareholder stunt. Please don't play along.

  3. Thomas Kennon from Free Radicals replied, December 17, 2018 at 2:25 p.m.

    And to your question and point Doug, yes - you can bet the screener, the stimulus AND the analysis were all rigged to tilt the table towards "winner" for "VR".

  4. Chuck Martin from Chuck Martin replied, December 17, 2018 at 2:30 p.m.

    Well stated, Doug. As mentioned, numerous studies project augmented reality to be significantly larger than virtual reality.

  5. Douglas Ferguson from College of Charleston, December 17, 2018 at 2:46 p.m.

    Anyone who has chosen a clothing color from the internet knows this seldom works, plus you have no sense of the texture quality of garments.

  6. Douglas Ferguson from College of Charleston replied, December 17, 2018 at 2:47 p.m.

    I can imagine the wording on the survey, "Would you prefer to avoid the hassle of going to a store if a magic helmet could replicate the experience?"

  7. Doug Garnett from Protonik, LLC, January 7, 2019 at 1:41 p.m.

    Well put, Douglas Ferguson. Love the "magic helmet". :-)

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