Greenlight VR Survey Reveals Generation Z Will Play Pivotal Role in Virtual Reality Adoption in 2016

Greenlight Insights Consumer Insights, Insight Articles, Virtual Reality

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A majority of teens & tweens say they love virtual reality (51%), significantly more than other segments including Generation X and Baby Boomers.

Tweens and teens are a key market target segment for virtual reality. They are among the most enthusiastic toward virtual reality with 79% rating it the top-two positive responses compared to 71% of the total sample. Additionally, 70% of the tweens and teens said they would ask their parent for a virtual reality device.

This first-of-its-kind industry analysis from Greenlight VR and Touchstone Research seeks to shed light on the potential impact of consumer VR headsets in 2016 and beyond.

The survey also found that Generation Z is more likely than other generations to want to try various categories of VR content. For instance, an overwhelming majority (76%) of those sampled said they would like to try watching a virtual reality movie compared to Millennials (67%), Gen X (66%), and Baby Boomers (55%).  This trend persists across many of the other content categories tested, including gaming and travel-based experiences.

These findings form part of Greenlight VR and Touchstone Research's 2015 Virtual Reality Consumer, U.S. Sentiment Survey that included responses from 2,282 interviews conducted using an online panel sample. The sample was evenly distributed across several key age subgroups (ages 10 through 61+) and by gender. The sample was controlled and quota selected to provide a final sample of completed interviews reflecting US Census on several demographic, including ethnicity, region, marital, and presence of child under 18 in the household. The survey took place between September and October 2015 and marks the first year that Greenlight VR and Touchstone Research have collaborated on such a comprehensive study.

"I’ve never seen anything this comprehensive. There are tens of thousands of data points to analyze for incredible insight," said Aaron Burch, President at Touchstone Research.

“While no one can be 100% certain what consumer adoption will look like 2016, major companies like Oculus, Google, Sony and Samsung shouldn’t downplay younger audience in their strategic plans, but instead should see this group as instrumental to sustained growth from Day 1,” says Howie Leibach, Senior Analyst at Greenlight VR.

More detailed analysis and additional survey results are available in the report "VR Consumer Report: October 2015."

This research is part of the Greenlight VR's global consumer insights service. This program provides comprehensive research, and personalized innovation guidance, from vision through execution. Additional information is available at For additional details, email