Virtual reality is helping brands everywhere to enhance their marketing, and it appears to be having a positive effect so far. According to new research by Greenlight VR, over half of consumers say they’re more likely to buy from a brand that sponsors a VR experience.
The VR Consumer Adoption Report surveyed over 1,300 consumers in the US about how they felt toward VR and brands who use it.
Perhaps unsurprisingly, almost everyone who hadn’t used VR before (91%) felt very positive about VR after using it.
Additionally, consumers say they felt connected to a brand that sponsors VR content, saying that it’s reflective of a company being forward thinking (71%) and results in the person feeling engaged with the brand (62%).
Emotions running high
Given the immersive and quite personal nature of VR, the report found that VR activities have “unique emotional footprints” and watching a live event in VR generates the highest ratings for happy and energetic emotions.
Watching a live broadcast event in VR generates significantly higher rates of positive emotions
Travel seems to be a really hot area for consumers when it comes to VR, too – as 74% say they’re interested in using it for travel experiences, and almost 60% say they’re interested in VR ads about the topic.
Home design was also very interesting for people who took the survey, as 66% said they’d use VR for this and 59% said they’d like to see ads about this kind of content.
Other uses and ad interests included movies, health, automotive, financial services and live events.
But – the golden question for marketers – what really makes people really want to buy?
Price is the top factor, no great revelations there, but other factors included in making a VR purchase decision include quantity of content, ease of use, quality of content and durability.
But ultimately, the report shows that emotive content is what brands should be focusing on if they want to really connect with consumers.
Senior VP of research and consulting at Greenlight VR Steve Marshall, said the company’s seeing that specific VR activities are having unique emotional footprints.
“For example, among our sample, watching a live broadcast event in VR generates significantly higher rates of positive emotions such as happy and energetic when compared with playing VR video games,” he said.
There are huge opportunities in this area – and with most first-time VR users reporting positive experiences the first time they put a headset on, the opportunities to really reach out to people are plentiful.
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