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2015 Virtual Reality Consumer Study by Greenlight Insights

Selected highlights from a November 2015 presentation in Los Angeles, CA. Receive more free insights: www.greenlightvr.com/newsletter

1 of 24
© COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL.
Clifton Dawson, CEO
Insert Sub-Title
&
Add Talk-Specific Image
What Americans Really Think About VR
Highlights from our
2015 U.S. Consumer Report
1
Prepared with
Full Report Available Now: www.greenlightvr.com/reports/all
© COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL.
4 Things New Industry Analysts Should Know
● Is VR Just About Oculus?
● Will Average Consumers Adopt VR?
● Should Marketers Care About VR?
● What Sorts of VR Content Will Resonate?
2
$$$
Invested?
# of
Headsets?
Marketing
ROI?
2020:
$30B+
© COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 3
Consumer Study Methodology
● 2,282 respondents
● Evenly distributed
○ Kids 10-17
○ Parents
○ Adults 18-61+
● US Census on key demos
● Non-probability sample
I’ve never seen anything this comprehensive. There are tens of thousands of data points
to analyze for incredible insight.
Aaron Burch, President of Touchstone Research
© COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 4
Is VR Just About Oculus?
© COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 5
Most Consumers Are Brand Agnostic
© COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 6
Of Those Interested, Samsung & Sony Are Tied

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2015 Virtual Reality Consumer Study by Greenlight Insights

  • 1. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Clifton Dawson, CEO Insert Sub-Title & Add Talk-Specific Image What Americans Really Think About VR Highlights from our 2015 U.S. Consumer Report 1 Prepared with Full Report Available Now: www.greenlightvr.com/reports/all
  • 2. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 4 Things New Industry Analysts Should Know ● Is VR Just About Oculus? ● Will Average Consumers Adopt VR? ● Should Marketers Care About VR? ● What Sorts of VR Content Will Resonate? 2 $$$ Invested? # of Headsets? Marketing ROI? 2020: $30B+
  • 3. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 3 Consumer Study Methodology ● 2,282 respondents ● Evenly distributed ○ Kids 10-17 ○ Parents ○ Adults 18-61+ ● US Census on key demos ● Non-probability sample I’ve never seen anything this comprehensive. There are tens of thousands of data points to analyze for incredible insight. Aaron Burch, President of Touchstone Research
  • 4. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 4 Is VR Just About Oculus?
  • 5. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 5 Most Consumers Are Brand Agnostic
  • 6. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 6 Of Those Interested, Samsung & Sony Are Tied
  • 7. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 7 Console HMDs Will Be Especially Popular
  • 8. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 8 Will Average Consumers Adopt VR?
  • 9. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 9 “Too Expensive” is Top Concern
  • 10. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Most Consumers Will Need Low-End VR Experiences 10
  • 11. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 11 Should Marketers Care About VR?
  • 12. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 12 Most are Interested; Many Excited
  • 13. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 13 51% of Gen Z Say They Love Virtual Reality
  • 14. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 14 74% See VR As A Social Entertainment
  • 15. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 15 What Do We Know About VR Content Preferences?
  • 16. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 16 Gaming vs. Travel
  • 17. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 17 Pssst Developers... Racing VR Content Wanted
  • 18. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 18 Racing Games Wanted Across Generations
  • 19. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 19 Action & Sci-Fi Can Be Attractive Cinematic Genre
  • 20. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. 20 Takeaways ● Most consumers are currently brand agnostic ● Console owners are most likely to purchase a HMD ● Many top HMDs will be too expensive at launch ● Gen Z consumers should be early targets ● Marketers should think of VR as a social product, as either enabling direct interaction between individuals or as the indirect result of a great experience.
  • 21. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. Available Now: greenlightvr.com/reports/all 21 ● Includes call with research analyst for insights deep dive ● Custom analysis available ● Talk to us about our U.K. and APAC consumer studies
  • 22. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. A Very Special Thank You 22 Touchstone Research is one of the most experienced and advanced online research firms. Touchstone’s made its mark with innovative, leading-edge technical solutions, excellence in customer service and product delivery. The company offers a full range of services including full-service quantitative and qualitative studies, app testing, ethnographies and digital research. For more information, visit www.touchstoneresearch.com. Study partner:
  • 23. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. We Are Greenlight VR 23
  • 24. © COPYRIGHT 2015. GREENLIGHT VR, INC. PROPRIETARY AND CONFIDENTIAL. research@greenlightvr.com @GreenlightVR greenlightvr.com Want More? Get In Touch 24