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.
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