An online survey released by Forrester Research on Wednesday showed that 42% of US adults have never heard of VR headsets, and 46% of respondents said they do not think VR can Their lives bring help.
At the same time, a report released by Yes Lifecycle Marketing, a US Internet marketing service provider, shows that only 8% of marketers use VR in marketing strategies. Thirty-five percent of respondents said they have no intention of using the technology or have reservations about using the technology.
Samantha Merlivat, an analyst at Forrester Research, said: "When it comes to marketing VR exclusively to marketing, it's more hype than substantive assistance. Many brands tried virtual reality last year and many In the situation, it makes marketers and consumers overwhelmed."
The brand's resistance to this slick strategy of VR emphasizes that advertisers prefer to improve marketing through practical methods. According to Yes Lifecyle Marketing’s report, marketers are still using traditional methods such as social networking (68%) and video (56%).
Merlivat pointed out: "In the past year, it has been difficult to find an attractive use case for brand discovery. In terms of consumer experience, I think that telling your brand story around a three-minute video is not attractive. Brand needs Find a meaningful use case, whether it is entertaining, practical or social.â€
Merlivat believes that a VR movie whose story will change along the path chosen by the user may provide the type of spark that the average consumer needs to turn their attention to the device.
Other hurdles include the fact that consumers who experience VR for the first time use smart phones instead of high-end devices such as HTC Vive or Oculus Rift. When talking about the VR experience of smartphones, Merlivat pointed out: "(Mobile VR) has a time delay and is very pixelated. Consumers do not want to invest $500 in the display, which hinders the popularity of high-end VR devices."
Deutsche Bank said that in 2016 there were approximately 22.5 million mobile VR users worldwide, which was nearly 6.5 million more than in 2015. The investment bank predicts that by 2020, more than 154 million people will use Mobile VR at least once a year, but only 3.2% of them will be daily active users.
But in the long run, this may change.
Although the Forrester Research report has reservations about short-term use cases of VR, its long-term impact on VR is more optimistic. When VR reaches a certain scale, brands at the forefront of technology will be more fully prepared. Merlivat said: "When this happens, it will bring a very big change to the brand. Some brands because everyone else does this, they only use VR. But in the long run, VR will be widely used by consumers. When this reaches a certain scale, things will become more interesting to everyone."
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