Report: Consumers feel positive about immersive technologies

A VR test drive.

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.

From the YuMe report

And the buzz seems to be there. Sixty percent say that VR creates engaging experiences, although only a portion of them have actually had such experiences. Fifty-three percent say that about 360-degree video; the report doesn’t post a figure about how many think the same about AR.

As for ads in these formats, the report lends credence to the idea that these formats enhance attention and boost a brand’s halo.

For instance, 36 percent of all respondents say they are more likely to engage with an ad if it’s in 360-degree video. For those who have tried the format, it’s 51 percent.

The report also found that half of respondents who have used 360-degree video say they pay more attention to these kinds of ads, and it suggests such increased attention would apply to ads in the other two formats.

From the YuMe report

Slightly over half have a more positive view of brands that have utilized some form of immersive tech.

“The appetite is growing rapidly,” said Tripp Boyle, YuMe VP of Emerging Platform, in a statement accompanying the report’s release.

But the pending question is: how long will users remain hungry for these kinds of unusual experiences, and what happens when their hunger is sated?

In other words, as immersive technologies continue to grow in popularity, what will replace the current “wow” factor to keep users engaged?