According to a report released Wednesday by Forrester Research, 42% of US adult users have never heard of VR headlines, and 46% said VR is useless in life.
At the same time, an independent report of the marketing service agency Yes Lifecycle Marketing stated that only 8% of marketers currently use VR in advertising. Thirty-five percent of respondents indicated that they did not have this intention or have reservations about using the technology, and 57% said they did not apply.
Forrester Research analyst Samantha Merlivat said: "When VR is exclusively used for marketing, it is more hype than substantive effect. "Last year, many brands tried VR, but in many cases, it made marketing people and consumers unsure. The measures. â€
The brand is resistant to VR's spurious tactics. They emphasize more pragmatic improvement of marketing. The brand's resistance to flash tactics such as VR emphasizes advertisers' more pragmatic views on improving marketing efforts. According to the Yes Lifecyle Marketing report, marketers still use proven methods such as social networking (68%) and video (56%).
Merlivat said: "In the past year, it has been difficult to find a brand that has made VR marketing attractive. In terms of consumer experience, telling your brand story in a three-minute video is not attractive. The brand needs to find a Meaningful use."
Other hurdles include the fact that consumers are beginning to experience VR on smartphones instead of high-end devices such as HTC's Vive or Oculus Rift. "The handset VR has a delay and is very pixelated. Consumers don't want to invest 500 dollars to buy a head display, which will hinder the popularity of high-end VR devices.
According to Deutsche Bank, there were approximately 22.5 million mobile VR users worldwide in 2016. By 2020, there will be more than 154 million people using mobile VR at least once a year, but only 3.2% will be daily active users.
But in the long run, this may change.
Although the Forrester report has reservations about the short-term use case of VR, it is obviously more optimistic about its long-term impact. When VR reaches a certain scale, brands at the forefront of technology will be more prepared. “Some brands want to do VR because everyone is doing it. But in the long run, it will be widely adopted by consumers. Once it reaches a certain scale, consumers and brands will find it more interesting.â€
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