Consumer Excitement for VR is High: Nearly 7 in 10 American Adults Say They Are Excited about Experiencing VR, According to New Study Released by the Advanced Imaging Society

Entertainment, Travel and ‘Exploring Other Worlds’ Top Consumer

LOS ANGELES–(BUSINESS WIRE)–#AdvancedImaging–Although still in its earliest stages of development, Virtual Reality is
capturing the imagination of a wide cross-section of consumers in the
U.S., according to research results released today by the Advanced
Imaging Society in Hollywood.

In a national survey conducted during April for the Society by Seidmon
Associates, New York, 69% of adults between the ages of 18-60 indicated
they were “excited about experiencing VR.” The survey of 1000 adults
shows high anticipation across age groups, with 73% of men, 65% of women
and 78% of gamers looking forward to coming Virtual Reality experiences.
The study is the first of a series of “Reality Check” consumer surveys
to be conducted by the organization of Hollywood studio and
entertainment professionals.

There are several factors that contribute to consumer’s excitement,
including an ability to “explore places” they can’t travel to (74%), and
an ability to “experience entertainment more deeply” (68%), the study
found. “These interests reinforce both the breadth of consumer appeal
and the breadth of benefits associated with VR,” stated Steve Seidmon,
whose firm conducted the survey.

Of those respondents who had already experienced VR, enthusiasm climbed
even higher, with 88% excited about the technology’s benefits. Among
gamers, 75% were excited about feeling “like I have super power

“These results are remarkable for a new entertainment medium,” said Jim
Chabin, President of the Advanced Imaging Society. “Significantly, fully
two-thirds of respondents reported that they are ‘more excited’ about VR
than they were of either HDTV or 3D in their earliest days,” Chabin
added. “And across the board, consumers who have already ‘experienced
VR’ are even more enthusiastic,” he added.

VR is highly anticipated by every demographic, including adults 18-29
(72%), age groups 30-44 (70%) and even adults 45-60 (62%). And consumers
are interested in VR beyond home entertainment. About 7 in 10 say they
would be excited to experience VR in a “nearby movie theater lobby.”

‘”The success of VR to date is creating thousands of stories. Examining
how those stories are perceived is crucial to help make the data
we need meaningful. This research is invaluable to all of us working in
VR as it helps illuminate both what is possible and which obstacles most
need to be overcome,” said Roy Taylor, Corporate Vice President of
Alliances at AMD. We thank the AIS for their efforts in gathering
together these great insights.”

There are potential barriers to VR’s success, the biggest being cost. Of
consumers who had already experienced VR, 51% expressed some
“reluctance” to use VR because headsets were “too bulky” and 68% agreed
that VR equipment is “too expensive.”

The online survey was conducted nationwide April 6-10, 2016. The sample
was comprised of 500 men and 500 women. A total of 340 adults 18-29, 330
adults 30-44, and 330 adults 45-60 years old were surveyed.

About the Advanced Imaging Society

The Advanced Imaging Society was founded by our industry’s stakeholders,
including The Walt Disney Studios Motion Pictures, DreamWorks Animation
(DWA), Sony, Paramount, IMAX, Dolby, Panasonic, MasterImage and others
to advance the creative arts and sciences of the advanced imaging
industry, including: Virtual Reality, High Dynamic Range, Stereoscopic
3D, Autostereo, Ultra-HD and more. With chapters in the U.S., China,
Japan, Canada, the E.U. and the U.K., the organization has more than
1,800 professional members in over 20 countries active in improving the
arts and technologies of Advanced Imaging. The organization hosts
professional education seminars and awards throughout the world.


Advanced Imaging Society
Mark Lieber, 310.804.5697