VR sees impressive user satisfaction | Mobile | News | Rapid TV News
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Despite persistent concerns that acceptance may be falling short of initial expectations, a study by Frank N Magid Associates has found that the majority of recent purchasers of virtual reality (VR) devices are very satisfied with their purchases.

VR 24 Feb 2017 According to the study, satisfaction among VR device purchasers was high across all device types with the majority saying they were “very satisfied” with their purchase, and that the performance of headsets exceeded their expectations. The greatest percentage (67%) came from among those who purchased a VR headset that works with any smartphone.

“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,” explained Mike Bloxham, SVP, global media & entertainment at Magid. “This combination is exactly what drives positive word of mouth, which is so important for the growth of emerging tech-related markets.”

The majority of consumers across all device types see their VR headset as being a “very good” value, with the greatest percentage (60%) being among those who purchased a VR headset designed for a specific smartphone. Not coincidentally, these purchasers were also more likely, at 66%, to find such devices “very easy to use”.

Even more interesting is that across all device types the positive experiences far outweighed the negative. About 61% of purchasers reporting the device performed better than they expected, while 89% of purchasers indicated they were satisfied or very satisfied. In terms of value, 85% believed their device was good value, and 90% of purchasers rated their device easy or very easy to use.

With any new technology, recommendations from early adopters drive wide consumer usage, and 81% of purchasers of VR devices indicate a willingness to recommend to friends or family.

Bloxham continued: “The industry needs to capitalise 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.”

The study also explored the kinds of content that users were experiencing on VR devices and showed the potential for a variety of content areas. Viewing of non-gaming video content such as short videos and TV experiences on VR were reported at a higher rate (72%) than video games (63%). Music and virtual travel were also among the top VR experiences at a combined 51%.

“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.”