Report: Consumers feel positive about immersive technologies

A test drive in a VR car showroom

After decades of being “just around the corner,” immersive technologies have finally arrived.

But the pending question is whether virtual reality (VR), augmented reality (AR) and 360-degree video matter for brands — or whether they are just great new ways to burn money.

Out today, a new report from video ad company YuMe points to some positive consumer attitudes about these kinds of experiences.

“Immersive Technologies: The New Emerging Platform & Opportunities for Brands,” which surveyed 811 online users in the US this past August, found that 86 percent of respondents have heard of one or more of the three technologies, although only 29 percent have tried any kind.

The report says that VR is the best known of the three technologies, followed by 360-degree video, and then augmented reality. But if more big events like Pokémon Go’s July phenomenon capture headlines, AR will quickly move up that ladder.

Only 16 percent of respondents have tried either desktop or mobile VR, while nearly half have heard of it. For 360-degree video, it’s 13 percent tried, 31 percent heard, while 9 percent have tried AR and 25 percent have heard about it.

[Read the full article on MarTech Today.]

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.