A new report from Nielsen suggests that not only is public awareness of virtual reality at record levels, it’s nearly doubled year on year.

Away from business analysts’ wildly varying estimations on how much virtual reality as a business segment is and/or will be worth, it’s very difficult to gauge just how well VR is doing as a technology outside of enthusiast communities. We know that Samsung has confirmed more than 5 million Gear VR units are now in the wild for example, and of course the headlines of Sony surprising themselves with PlayStation VR’s early sales figures – approaching 1 Million going in to 2017. But just how much is VR on people’s radar?

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A new report just published from gaming statistics stalwarts Nielsen, suggests that visibility of immersive entertainment and the desire to own hardware that can deliver it is looking pretty healthy heading into the 2nd half of 2017, amongst millennials at least.

Nielsen’s ‘U.S Games 360 2017‘ report states that from over 2000 people (50% male/female split) interviewed, 27% of people aged between 25-34 said that they intended to buy a VR headset, with 17% of 18-24 year olds saying the same. Of that group, 69% were men, 31% were women.

Image courtesy Nielsen

In terms of which VR platform those people were looking to invest in, 10% of people who identified themselves as gamers (over the age of 13) stated that they were looking to buy a PlayStation VR, with 9% looking to opt for Samsung’s Gear VR. The Oculus Rift follows close behind with 8% with the HTC Vive trailing surprisingly far behind at 5%. Groups identified by Nielsen as ‘General Population’ responded similarly, although overall intent was lower and Samsung’s Gear VR topped the poll at 7%.

Image courtesy Nielsen

And in terms of gauging overall awareness of virtual reality platforms, Nielsen found that 34% of the general population over 13 years knew about the Gear VR, with the PlayStation VR recognised by 26% and the Oculus Rift 25%. Again, somewhat surprisingly, the HTC Vive trails at 10% recognition among those polled.

Image courtesy Nielsen

A similar trend, albeit with higher overall recognition, was present among gamers over 13 too.

Image courtesy Nielsen

Generally, when compared with other gaming technology, VR adoption still ranks quite low but according to Nielsen, overall awareness of VR is up from 28% of the general US population in 2016 to 51%, that’s an impressive bump in stats.

Overall then, it’s no surprise that something like the Gear VR, which has been marketed intensively by Samsung alongside its best selling Galaxy smartphones and is sold at a low relative price (assuming you’re already buying a phone of course) tops the charts. PSVR’s high ranking here is expected too, given the market penetration of the PlayStation 4 and its appeal as a mass market option. What is surprising, and I suspect difficult to recognise among VR enthusiasts, is the HTC Vive’s poor ranking against its direct competitor the Oculus Rift. Given the dearth of real-world sales figures for either device though, it’s almost impossible to gauge just how accurate this is.

You can download the full U.S Games 360 report for 2017 right here.

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Paul James
Based in the UK, Paul has been immersed in interactive entertainment for the best part of 27 years and has followed advances in gaming with a passionate fervour. His obsession with graphical fidelity over the years has had him branded a ‘graphics whore’ (which he views as the highest compliment) more than once and he holds a particular candle for the dream of the ultimate immersive gaming experience. Having followed and been disappointed by the original VR explosion of the 90s, he then founded RiftVR.com to follow the new and exciting prospect of the rebirth of VR in products like the Oculus Rift. Paul joined forces with Ben to help build the new Road to VR in preparation for what he sees as VR’s coming of age over the next few years.
  • Xron

    Its nice to know that people are getting more and more aware of Vr, and I guess most are waiting for 2nd gen. devices or cheaper options like Microsoft partners hmd’s.
    Np.

  • NooYawker

    When I mention my VR to people who don’t play games or not a tech geek they’ll usually say ohhh.. that ocu.. thing? Gamers will all know about the Vive. If Vive wants to reach the average consumer they’ll have to step up their marketing. Marketing matters.

    • Mane Vr

      Exclusive matter as the avg consumers get into vr this is going to be a big deal on the pc amd console side also the fact the vive will be the only one promoting room scale what was once a plus will become a draw back as dev focus on the PlayStation vr which is 180° only…

      • Derek Keeping

        While I agree with most of your comment, thought I’d point out Playstation vr isn’t 180 only, some games promote standing like Batman and Job simulator.

        • Buddydudeguy

          Standing doesn’t mean 180 or not 180. PSVR is indeed limited to 180 whether you sit, or stand, same thing.

          • Derek Keeping

            You can turn around and view things behind you in 360 and interact with standard controller although move controllers are 180. I admit it doesn’t offer the room scale experience of Vive, though I’m yet to try vive. Perhaps you could elaborate on what 180 means.

          • Buddydudeguy

            180 degrees. Front facing. Not talking about PS4 controller. Only games that use motion controllers should qualify for the discussion. If you turn around and occlude the controller then it’s not 360. The fact the HMD supports 360 tracking is besides the point.

          • Buddydudeguy

            My point was standing or not is not what 180 means. 180 means 180 degrees, front facing.

          • Duane Locsin

            Correct.

            The PSVR is 180/360 with either full or partial control pads depending on the game if the camera needs to see the controller, and does not support 180 with the move controllers.

            I can turned around and look all around behind me in job simulator, but I will lose connection to the PS Move controllers and room scaling is very narrow horizontally and vertically that I cannot pick up items off the floor (though it gets ‘teleported’ back to its spot’)

            I still think Sony could somehow implement 180 and a larger play area with the implementation of another camera/sensor.

        • theOwlBoyz

          The PSVR headset is 360 but not the controllers. And besides, the tracking is really awful when comparing to Vive. Current PSVR is always meant to play in 180 only, that why they gave you a DS4 controller or the new AIM controller that can use the stick to turn 360 degree.

          Whereas Vive is totally room-scale gameplay, if you have try vive before, it quite tiring sometimes to play room-scale game comparing to PSVR

      • NooYawker

        Room scale is a draw back?? People with a PlayStation will get the psvr obviously. PC gamers will choose between oculus and vive. Anyone who tries room scale will feel left out without it. You’re basically bringing up the console vs PC debate.

        • Mane Vr

          I tried it and then bought a rift because it didn’t focus on it.. room scale feels limiting to me i prefer to move using the thumbstick

          • Andrew Jakobs

            I have to agree (partially) on the movement. ‘Roomscale’ is great if the virtual space is limited, but once you go free-roaming it is awfull, unless you have something like a omnidirectional treadmill.
            99% of the people don’t have the actual space to do real roomscale and are limited to a max of 2mx2m space anyway (to me that ain’t roomscale). It’s great if you have much bigger space, but don’t think for a second you’re a regular user, a large space is not something most people have.

        • CazCore

          yes. for more explanation, i typed a longish reply here, which i cut and pasted to the root of the comments.

    • Mei Ling

      Exactly. It’s not surprising to see the Vive trailing behind Oculus Rift simply because it gets more coverage than the Rift on the internet in particular tech and gaming websites. It’s a very nerdy product. The Rift isn’t very popular on such sites and it’s more word of mouth and physical exposure through channels like Best Buy in addition to it’s Facebook connections which helps it to gain more actual public recognition.

    • Duane Locsin

      ‘Word of mouth’ is effective marketing as well as heaps of YouTube videos.
      Gamers consensus is Vive is the true representative start of VR (I’m also aware of Facebook/Occulus monopoly like methods)not the Rift.

      As much as Facebook tries, gamers recommendation to the uninitiated trumps marketing.

  • Mei Ling

    An effective way to make a tech popular is to “Applelise” it or in other words how can you make something that is inherently tech and geeky feel as if it’s an extension of your life and entertainment needs much like a snazzy smartphone. Or alternatively you could miraculously release a product with flawless resolution, fov, tracking all for 300$ a pop.

    • whitedragon101@gmail.com

      From the looks of WWDC Apple have big plans to Applelise VR and AR . Their ARKit stuff is already available to devs and is pretty impressive.

    • Lucidfeuer

      “Or alternatively” this is not alternatively, this what Applelising meant first and foremost.

      The first Mac, the first iPod, the first Macbook, the first iPhone were all flawless products that had not reason not to be widely adopted, and their base conception and component haven’t actually changed much.

      VR headsets right now, are what Palms are to iPhones.

      • Andrew Jakobs

        oh please, all those products had just as much flaws as any other product on the market. Jobs was good as stealing other people’s ideas and market them like a polished turd, and people fell for it.. The iPod wasn’t any better than any other already on the market mp3 player, but it was an Apple product so the apple fanboys were immediatly mesmerized.. You know the commercial they made when the first Mac arrived, funny is that that commercial is just exactly (with all the zombies) what apple is themselves now (they have a massive fanbase which will buy anything if it has the apple brand on it).

        • Lucidfeuer

          Yeah that’s why the first iPad (which is most recent occurence of a true Apple device) sold 300.000 the first day then 3 millions in 80 days.

          How many did Oculus and Vive sold in a year again? Not going to go that low in the argument.

          Now you can blame it on it’s fanbase, which certainly haven’t got smarter since Steve Jobs passing, but then numbers speak for most, to me just the conception was enough.

          And actually you’re right on the iPad not being flawless. Let’s say there are scales. Well again, numbers tell you about how far in the scale of being a good product VR Headsets are.

          • Andrew Jakobs

            comparing a tablet to a vr headset. right……..

          • Lucidfeuer

            Call me when you know a shit or two about marketing and product conception, your arguments are so off reality, it’s a waste of time even initiating a debate.

  • Buddydudeguy

    Just as I always said, Mobile ( gear) VR is not doing VR any favors. Now Gear VR is representing VR which is a shame.

    • theOwlBoyz

      Agree. Last time I try is playing temple run and it’s basically feel like 360 video. It’s really rubbish. So far I can only think of using Mobile VR is watching adult VR lol

    • Duane Locsin

      To be fair, even though mobile VR is not really representative of Virtual Reality it has helped with mass market appeal.

      *remember Google Cardboard?

      Smart phones are ubiquitous these days and I suspect it helped lay the foundation for people to step up to console level VR like the PSVR.

      Consoles may be the sweet spot of ease of use AND comprehensive VR.

      And just like any technology smartphones and consoles can only get more and more powerful.

      I remember getting Gear VR for my Samsung Galaxy S7 Edge and experiencing VR personally for the first time, though I have been tracking VR for years I was completely blown away and said to myself when I launched a 360′ virtual music world and ‘playtime vr’
      “VIRTUAL REALITY IS FINALLY HERE!”

      I didn’t have the hardware at the time (and money) for the HTC Vive, but I knew I would get it in a year, however in the meantime I had a PS4 and got myself a PSVR to tied myself over until I had the PC I needed.

      Again.
      WOW.

      Eve
      Job simulator
      VR worlds

      Now that I have an Alienware with a gtx1070 (also a graphics amplifier) I can’t wait to be blown away by apps I’ve always wanted to try like

      Tilt Brush
      Virtual Cinema
      Office.

    • JeanClaude

      I got into Rift from GearVr.

      The gear VR is actually quite good. It’s only downfall is tracking and smoothness/graphics of games.

      • Buddydudeguy

        Right. The two things that matter. 360 videos sure don’t matter. Mobile is complete crap.

        • JeanClaude

          Getting more people into full VR doesn’t matter to you? Its a cheap way to get a feel for how cool VR is. Most people that see trailers for VR games see a crappy boring game with lame graphics and a high price. But if you try GearVR, you see real 3D, not like 3D glasses, you see the potential for gesture controls and head movement camera. Its a great way to get interested.

          Also, it won’t take long for Mobile VR to have full tracking, Google already has a prototype of full inside out tracking, so does Microsoft apparently.

          Games can run in high FPS on mobile, just not with great graphics, but that’s ok for a lot of games. And 360 video is about to become 6dof video. Did you look at the new Facebook cameras? You can move around, lean, etc.

          • Buddydudeguy

            It’s not that getting people into VR doesn’t matter to me. That would be stupid. What I’m saying is noobs will try mobile, think THAT is VR, and talk smack about how lame it is. And that is exactly what is happening at times. Of course you and I know the difference but there’s some really brain dead folks out there. VR is VR to them. For them to think Mobile is representative of VR….is a shame.

          • JeanClaude

            Ya, I guess it can go both ways. That said, the latest Gear VR with controller is actually quite good. So I think that good mobile VR can be a good gateway to better VR. But not all of them, obviously, cheap cardboard style and fits all phones style mobile VRs probably hurt as you say.

  • Lucidfeuer

    While this PR market study doesn’t tell much, and devices numbers speak louder, one certain thing is that the VR market will not “eventually for some reasons” or in other words “magically” pick-up if there are no viable, practical VR headset. And right now there’s none.

    Of the countless people I have made or seen try VR, about 2% must have bought it. When I was showing my first iPod being younger it was only a matter of time before I saw them started popping up everywhere…

    • Andrew Jakobs

      Ofcourse there is a big difference to a VR headset or a iPod.. the iPod (which was already a copy of many other mp3 players which were already on the market (in masses) for pretty some time) was a replacement for the walkman/cdman and at that time the only way to listen to music on the go.

      • Lucidfeuer

        By comparing walkman/cdman you are completely off and comparing 2 different products. You could compare previous mp3 players like Archos to iPods. Well that’s the same comparison as a Palm to an iPhone/Smartphone.

        Again VR headsets are just Palms.

    • Duane Locsin

      Yeah,
      VR still requires more investment then say a smart phone alone as you require a hardware with enough power to run the application AND the second device which is the headset itself.

      -VR still in its infancy and lots of experimentation (only been 1 year)
      -comfort level and ease of access still requires refining ( a lot of us VR veterans still dream of wireless VR, other then mobile and PSVR design is a good thing)
      -marketing and clarifying what VR is, because VR is a ‘you have to try it for yourself’ to understand technology.

      It may not have mass market levels like smart phones, BUT smart phones can give it mass appeal if designed right.

      It may take a company like Apple to design a self contained VR headset designed like a pair of glasses to make VR really take off.

  • Duane Locsin

    I suspect Rifts recognition over the Vive is its marketing in media.

    I often notice Occulus Rift is touted first or the default in many articles when mentioning PC VR, but my theory is the people surveyed are questioned on a precursory level and many cannot distinguish the two, but if shown the two devices and asking pc gamers in general, deeper knowledge and ‘word of mouth’ swing in HTC Vive’s favour.

    It’s evident by steam active user and very communities.

    Also, I think when most people think VR, they think ‘Occulus’ and consider that the name of the device and not rift.

    • Mike

      Well there are many Oculus Rift owners that don’t use Steam, so using Steam to gauge VR headset purchases doesn’t really work… 70% of the VR games I have are on Oculus Home.

      I played Star Trek Bridge Crew daily for a week and the mix of headsets was fairly 50/50 for Rift and Vive when asking people what they were using. Although the majority of players were using PSVR.

      The funny thing is when someone asks “What VR headset is everyone using?” and people reply, someone almost always says “Yeah, I don’t really have a problem with ______” or “Whatever VR headset someone has is cool in my book.” lol I’m thinking to myself, did I miss some VR headset war? Why would anyone have a problem what VR headset someone else is using? It’s insane. Wouldn’t you just get the best VR headset for the value and function? Why do people act like it’s a football team?

      • CazCore

        never heard of “fanboyism”?
        the rivalry amongst the less intelligent Rift & Vive owners is as much of a holy war as Playstation vs. XBox, or as you say football fanboys.
        everybody trying to justify their favourite, regardless of any logic or reality.

      • Fitzy Fitz

        Yeah it’s Group Dynamics Psychology. Put people in two groups and they become stupidly bias and proceed to argue.

        They even did experiments with people where they shunt them backwards and forwards between groups and their perception shifts with them to the point they are incapable of counting!

        Agree it’s ridiculous. But I suppose it kept your tribe together back in the day. Less utility nowadays, granted!

  • Fear Monkey

    Hey Bethesda, look at this list! Please release Fallout 4 VR on PSVR, your really limiting your audience otherwise. Also, please support the AIM controller.

    • Mike

      They will. It’s about money and impression probably. It would be like Rockstar releasing GTA V and Red Dead Redemption at the same time. Or Bioware releasing Mass Effect 3 and Dragon Age Inquisition at the same time.

      Wait a few months until people start completing the game and then they’ll release Fallout 4 VR to PSVR and Skyrim VR to PC VR.

      • Fear Monkey

        I hope you are right :)

  • “with the HTC Vive trailing surprisingly far behind at 5%”

    Really? This surprises you?

    PS VR: EUR 379,00
    Oculus: EUR 589,00
    Vive: EUR 929,00

    Gee, I wonder why.

  • CazCore

    room scale was always a garbage concept to push.
    it was just the easiest, brute-force, lowest-hanging-fruit magic bullet to combat sickness. the whole idea never had any hope for any kind of scaleability (allowing for a broad variety of different apps/games), even for the niche that have the room for it (i’m one of those people).

    nobody (in the long-term) is gonna allow room scale to limit their app/game choices so severely. virtually all “room scale” experiences have contrivances to manage your physical world in the virtual world, to TRY to get around the issue. making the whole concept of VR inherently clunky., instead of putting in the proper work of designing scaleable experiences.
    which is totally needed to get the eventual mass adoption of VR.

    Vive’s marketing may have really slowed down the adoption of VR with this supposed “solution” to the problem. hopefully its just the vocal early adopters that you hear in these sorts of forums that fell for the sham.

    all they did was brute-force-style shoehorn REAL reality into VR. intruding into an experience that is SUPPOSED to be VIRTUAL reality. which should NOT be allowing physical world shackles to severely limit what kind of apps/games you can make.