Executive Summary
How do consumers feel about VR? Who’s using it? How often? And what do they want to see next? And how can developers, consumer brands, and other commercial entities internalize these findings to optimize product roadmaps accordingly?
These are burning questions we set out to answer. Working closely with survey research specialist Thrive Analytics, ARtillery Intelligence wrote questions to be fielded to 8,000 U.S. adults through Thrive’s established consumer survey engine. The results are in, and we’ve analyzed the takeaways in this report.
This follows similar reports we’ve completed over the past decade, including a corresponding consumer AR survey. Wave 10 of the research now emboldens our perspective and brings new insights and trends to light. All ten waves represent a significant sample of U.S. adults for robust longitudinal analysis. This will continue to expand with each survey wave.
So what did we find out? At a high level, 33 percent of U.S. adults own or have used a VR headset, which is up from 27 percent in Wave 9. This is a big jump in just one year, showing that VR is expanding and reaching more meaningful consumer penetration.
This growth is driven by a few factors, including the post-Covid return of location-based VR. Over the past year, we’ve seen the category grow in prevalence as consumers opt for VR experiences over ownership. This finding says a lot about VR’s cultural adoption and its impediments, which we’ll explore in this report.
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MethodologyARtillery Intelligence has partnered with Thrive Analytics by writing the questions for the Virtual Reality Monitor consumer survey. These questions were fielded to more than 8,000 U.S. Adults. ARtillery Intelligence wrote this report, containing its insights and viewpoints on the survey results.
For market sizing and analysis, ARtillery Intelligence follows disciplined best practices, developed and reinforced through its principles’ 20 years in research and intelligence in the tech sector. This includes the past 10 years covering AR & VR exclusively, as seen in research and daily reporting.
Thrive Analytics likewise follows best practices in consumer research, developed over its long tenure as a consumer research firm. More details about the survey sample can be seen in this report’s introduction and more about ARtillery Intelligence’s market-sizing methodology can be seen here.
Disclosure & Ethics StatementUnless specified in its stock ownership disclosures, ARtillery Intelligence has no financial stake in the companies mentioned in its reports. The production of this report likewise wasn’t commissioned. With all market sizing, ARtillery Intelligence remains independent of players and practitioners in the sectors it covers, thus mitigating bias in industry revenue calculations and projections. ARtillery Intelligence’s disclosures, stock ownership, and ethics policy can be seen in full here.
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