Even with the recent popularity and coverage of smartphone virtual reality headsets, like the Samsung Gear VR, Google Cardboard and the upcoming release of the Oculus Rift, many people are still unaware of the new and upcoming VR devices. According to a recent study, only 33% of people are aware of the major VR devices.
The study by Horizon Media polled a group of 3,000 people it described as reflective of the U.S. population and came out with some interesting finds. Although only 33% of the total study knew about the new VR devices, 36% said they were interested in owning a VR device.
To be clear, this study only asked people if they were aware of specific VR devices: Oculus Rift, Samsung Gear VR, Google Cardboard and seven more devices-- not if they were aware of VR in general. According to a 2015 survey by Touchstone Research and Greenlight VR, 95% of people were aware of VR, and 55% of those said they were likely to purchase a VR device in 2016. This polling group was also described as reflective of the U.S. population, but most likely was skewed toward a more tech-savvy audience given the difference in data.
What the Horizon Media study shows is more likely a reflection of the lack of consumer-aimed advertising and press that virtual reality devices have received. If companies like Samsung, Google and Oculus want to step outside of their currently niche, tech-savvy markets, they need to reach out and make VR appealing to a wider audience.
The study also looked at online conversations about common VR experiences, including travel, special events, concerts, playing and viewing sports, and gaming. Gaming claimed a whopping 93% of those online conversations around VR, which shows the skew in information targeting the niche gaming audience.
With more companies jumping into the virtual reality game with low-cost or free VR goggles that work with your smartphone, like McDonald's and Coca-Cola, there could be a surge in VR interest as it becomes more accessible to the general population.
Butting up against the 2015 study, 55% of respondents for the Horizon media study said they don’t want to own a VR device due to lack of excitement or interest.