total market virtual multicultural reality report 2016
TRANSCRIPT
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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%
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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.
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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
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.
Base: Hispanics (n=615), Whites (n=252), African Americans (n=258), Asians (n=256)
9
59%
49%
55%
33%
61%
43%
57% 55%
Males Females
Hispanic (A) White (B) African American (C) Asian (D)
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.
Base: Hispanics (n=615), Whites (n=252), African Americans (n=258), Asians (n=256)
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?
Letters indicate statistically
significant difference (95%
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
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$96
$71
$104
$87
$98
$69
$89
$65
Males Females
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 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?
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$95
$73
$113
$87
$96
$75
$83
$71
18-34 35-64
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 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?
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63% 65%
42%
66% 66%
51%
71%
65%
49%
73%
62%
50%
Watching movies Playing video games Virtual travel
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)
Virtual Reality Product UsageWhat do you think you would use it for?
Letters indicate statistically
significant difference (95%
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
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)
Interesting PointsWhat do you find most interesting about virtual reality products?
Letters indicate statistically
significant difference (95%
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
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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
Base Size: Hispanics n=615, Whites n=252, African-American n=258, Asian n=256
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
Hispanics Whites African-American Asian
Mean Age
18
Demographic
Base Size: Hispanics n=615, Whites n=252, African-American n=258, Asian n=256
62% 60%
51%
70%
Employed
Hispanics Whites African-American Asian
29%
35%
21%
61%
College Graduate or More
Hispanics Whites African-American Asian
$42K
$63K
$34K
$77K
Median Household Income
Hispanics Whites African-American Asian
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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