Total Market Virtual Multicultural Reality Report 2016

VirtualReport 2016

Reality

Methodology

3

Online Survey Via ThinkNow Research’s Omnibus Study

Sample Size

Nationwide, April 2016

615Hispanics

256Asian

252White

258African-American

Self identify as Hispanic

origin

Hispanics Non-Hispanics Age

Self identify as White, African-American or Asian

18 -64 years of age

Screening Criteria

Spanish dominant

35%

Bilingual35%

English dominant

30%

4

Who We Are

An authority on creating and managing research

products that help clients gather insights about

rapidly changing consumer segments.

Conduct online, in-person and telephone research.

Research experience specifically in the Hispanic,

African American, Asian and Total markets.

Experience in hard-to reach demographic sub-groups.

Only full-service market research company that owns & operates an in-house Hispanic panel.

Servicing Fortune 500 clients, ad agencies, non-profits and other market

research companies.

5

Our ServicesQUANTITATIVE QUALITATIVE MIXED MODE

ONLINE MARKET RESEARCH COMMUNITIES

CONCEPT AND COPY TESTING

ADVERTISING EFFECTIVENESS

ONLINE PANEL BUILDING

WEBSITE USABILITY STUDIES

OMNIBUS SURVEYS

ATTITUDES & USAGE

BRAND TRACKING

PRODUCT TESTING

ONLINE & OFFLINE QUALITATIVE

ONLINE

PANEL

INTERCEPTS PHONE

Survey Results

7

Base: Hispanics (n=615), Whites (n=252), African Americans (n=258), Asians (n=256)

Purchase Interest In Virtual Reality Products

29%

24%

35%

28%

54%

44%

51%

56%

Hispanic (A)

White (B)

African American (C)

Asian (D)

How interested would you be in buying a virtual reality product?

Letters indicate statistically

significant difference (95%

confidence)

African-Americans expressed the most interest in virtual reality products (transparent box: very interested).

Non-Hispanic Whites showed the least amount of interest overall.

Very/Somewhat interested

B

B

Very interested

48% among

the Total

Market

B

8

63%

47%

61%

35%

62%

44%

67%

49%

18-34 35-64

Hispanic (A) White (B) African American (C) Asian (D)

Purchase Interest In Virtual Reality Products by Age GroupHow interested would you be in buying a virtual reality product?Very/Somewhat Interested

Millennials (ages 18-34) are clearly more interested in virtual reality products compared to their older cohorts.


9

59%

49%

55%

33%

61%

43%

57% 55%

Males Females


Purchase Interest In Virtual Reality Products by GenderHow interested would you be in buying a virtual reality product?Very/Somewhat Interested

African-Americans males expressed the most interest overall.


10

$84

$97

$84

$76

Hispanic (A)

White (B)

African American (C)

Asian (D)

Base: Interested in VR products - Hispanics (n=481), Whites (n=162), African Americans (n=192), Asians (n=202)

Amount Willing to PayHow much would you be willing to pay for a virtual product like this?



confidence)

African-Americans are willing to pay an average of $84 for a virtual reality product; the same as Hispanics.

Non-Hispanic Whites are willing to spend the most overall.

AD

11

$96

$71

$104

$87

$98

$69

$89

$65

Males Females



Amount Willing to Pay by Gender

Males are willing to pay considerably more on virtual reality products compared to females.

How much would you be willing to pay for a virtual product like this?

12

$95

$73

$113

$87

$96

$75

$83

$71

18-34 35-64



Amount Willing to Pay by Age Group

A similar difference can be seen by age group (Millennials are willing to pay significantly more).

How much would you be willing to pay for a virtual product like this?

13

63% 65%

42%

66% 66%

51%

71%

65%

49%

73%

62%

50%

Watching movies Playing video games Virtual travel



Virtual Reality Product UsageWhat do you think you would use it for?



confidence)

Both African-Americans and Asians would be more likely to use virtual

products for watching movies than playing video games..

A

14

23%

30%

25%

14%

6%

28%29%

26%

6%

10%

32%

27%

18%

14%

6%

22%

27%

23%

20%

6%

Escaping reality Experiencing movies likeyou were there

Playing games in animmersive state

Using the latest technology Becoming someone else



Interesting PointsWhat do you find most interesting about virtual reality products?



confidence)

African-Americans are most interested in the “escaping reality” element of virtual reality products.

They are less interested than the other groups in “playing video games in an immersive state”

AD

C

B

B

B

Demographics

16

Gender

Base Size: Hispanics n=615, Whites n=252, African-American n=258, Asian n=256

Males, 51%

Females, 49%

Hispanics

Males, 50%

Females, 50%

Whites

Males, 48%

Females, 52%

African-American

Males, 47%

Females, 53%

Asian

615

252 258 256

Hispanics Whites African-American Asian

Base Size

17

Age


18-34, 46%

35-64, 54%

Hispanics

18-34, 34%

35-64, 66%

Whites

18-34, 41%

35-64, 59%

African-American

18-34, 39%

35-64, 61%

Asian

37

41.8

39.4 39


Mean Age

18

Demographic


62% 60%

51%

70%

Employed


29%

35%

21%

61%

College Graduate or More


$42K

$63K

$34K

$77K

Median Household Income


19

Demographic Profile, Hispanics

Spanish-Dominant,

35%

Bilingual, 35%

English-Dominant,

30%

Home Language Use

n=615

Less Acculturated

, 16%

Bicultural, 54%

More Acculturated

, 30%

Acculturation Level

Mexican Origin, 64%

Puerto Rican, 12%

South American,

10%

Central American,

6%

Dominican, 5%

Cuban, 5% Other, 3%

Country or Origin

Total Market Virtual Multicultural Reality Report 2016

Marketing