Shortly after we wrote about Statistics about VR in travel and tourism, Greenlight VR released their latest statistics about VR in the 2016 Virtual Reality Consumer Adoption Report. For the purpose of the study, almost 1,300 U.S. consumers got surveyed. The report deals with topics such as experiences and attitudes towards VR, payment models and purchase intent as well as brands and attitudes towards advertising.
In line with other studies, the results of this report also show that with 74% most consumers express interest in travel and adventure VR content, followed by movies and live-events. When it comes to advertising, travel and adventure ranks first again. Among respondents, 59% of consumers are interested in ads about travel and tourism, followed by home renovation and health or medical ads.
53% of respondents agreed that the chances are higher to purchase from a brand that uses VR than from one that does not. Furthermore, 71% feel that VR makes brands seem “forward-thinking and modern”. 91% of those who have never experienced VR, felt positive feelings after watching an informational video about VR. It is interesting for us to apply these results in a travel and tourism context. We want to know how people feel when exposed to VR tourism ads and if the emotions experienced will influence their decision making process. This is what I am going to research in my master thesis.