Who we spoke to
  • 7 screened VR users
  • Owning VR headsets such as Oculus Quest 2, HTC Vive, PS 4 VR, Destek
  • 20 - 37 years (GenZ and Millennials)
  • Residents of New York City
  • Engagement between June - July 2021
Topics we focused on
  1. Motivations for playing VR
  2. Current VR-playing "journey"
  3. Challenges unique to VR in a city context
  4. Aspirations around better VR experiences
  5. Social life of VR users
Questions we asked
1. What makes people play VR at home?

Analysis:

The following are the three key motivations for VR users to play VR at home:

  1. To get their friends together, hang out and have memorable experiences
  2. Constantly improve their performance and enhance their own individual experience
  3. Get away from their daily routine and escape to a whole new virtual world for a brief period of time

Primary data:

“If a friend says ‘We're going to come over’, I ask them if they want to play VR, because usually that's a big hangout point for my friends.” - Kayleigh, 34 years old, Sony Playstation 4 VR owner.
“You can measure your progress and see the calories that you burned and you know — are you getting more proficient or less proficient.” - Matt, 28 years old, HTC Vive owner.
“You put this thing on your head and you’re off to a fantasy world, be whoever you want to be, do what you only dreamed of and make it your own.” - Jason, 34 years old, doesn't own a VR headset.
2. Who influences or what triggers the decision to play VR?
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3. Are VR users interested in playing with friends?
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4. What does a VR set up at home look like?
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5. When and how do they play VR at home?
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6. What kind of content do VR users engage with?
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7. What associations do VR users make between playing VR and fitness?
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8. What do VR users like to do for fun other than VR?
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9. What's the biggest challenge playing VR in NYC?
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10. What challenges do VR users face with VR headsets, accessories or tech?
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11. Do VR users face any challenges with available VR content and games?
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12. How do VR users get around their challenges at home?
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13. What do VR users do when they don't have the space to have friends over?
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14. Where does playing VR feature during a typical week?
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15. What do VR users wish was different in their VR experience?
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* We use pseudonyms to protect participant identities.
Methodology
Our process is 100% digitally driven. We connect with audiences online and use hybrid methods (qualitative and quantitative) to uncover their lived experiences. Learn more about our methodology here.
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