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BizReport : Advertising archives : July 19, 2016

Report: Half would buy from brands that sponsor virtual reality

Virtual Reality may be moving into the must-have zone for advertisers and brands. That's one takeaway from new Greenlight VR data which indicates that more than half of consumers 'would purchase' from brands who sponsor virtual reality content.

by Kristina Knight

According to the 2016 Virtual Reality Consumer Adoption Report, most consumers (71%) believe brands associated with VR are 'forward thinking' and 'modern' while about half (52%) say they 'would like to be associated with' brands in the VR space.

"We're seeing specific VR activities have unique emotional footprints, offering fascinating insights for those who are considering their VR strategies," said Steve Marshall, senior vice president of research and consulting for Greenlight VR. "For example, among our sample, watching a live broadcast event in virtual reality generates significantly higher ratings of positive emotions such as 'happy' and 'energetic' when compared with playing a VR video game."

Other interesting findings from the report include:

• 62% of consumers 'feel engaged' with brands sponsoring VR experiences
• 53% say 'they would buy' from brands sponsoring VR experiences
• 91% of those who haven't yet engaged with VR say they 'have positive feelings' about the space

"Greenlight VR has been researching consumer sentiment toward virtual reality since 2014, and this is our most conclusive study yet, tying together attitudes and intended action with branded experience exposure," said Clifton Dawson, CEO of Greenlight VR. "If the recent success of Pokemon Go isn't enough, this data provides concrete evidence to experience marketers who are currently designing for the new experience economy."

Of those who haven't yet dipped their toes into virtual reality most have positive feelings about trying it out - those feelings include amazement, excitement, surprise and happiness.

Tags: advertising, advertising content, ecommerce, Greenlight VR, virtual reality

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