The VR network editors learned that the storm group marketing center and storm VR marketing research institute, Zhi Meng consultancy agency, released “2017 China VR Marketing White Paperâ€. It is reported that as early as August 2016, Storm Group and Zhimeng Consulting jointly issued the first "China White Paper on VR Marketing", which proposed the VR marketing methodologies for the first time and opened up the way for brand innovation and marketing.
Now, after one year of practice, the second edition of "China's VR Marketing White Paper" has been published. From VR user portraits and consumer behavior insights in China to VR marketing methods in hot industry, to VR immersive advertising practice, exploring three major aspects to current China. VR marketing has been deeply digging.
Beginning in 2016, the brand gradually changed from rarity to VR marketing to deep exploration. The areas of travel, automotive, fast-tracking, education, and social networking have all explored innovative methods for VR marketing, tapped the advantages of VR, brought full value into play, and produced numerous novel and effective VR marketing cases. At the same time, as more meaningful VR marketing cases have taken place, the number of consumers who have experienced VR has also increased significantly. Both complement each other and promote each other. Below we have selected some of the contents of the “2017 China VR Marketing White Paperâ€.
User: China VR user portraits and consumer behavior insightsVR users are rapidly infiltrating from first-tier cities to second-tier and third-tier cities. The survey shows that VR users are mainly distributed in first-tier and second-tier cities and spread in other eastern cities. However, the top ten cities for VR equipment sales are Chengdu, Shanghai, Beijing, Wuhan, Shenzhen, Hangzhou, Zhengzhou, Nanjing, Nanchang and Changsha. Shows the trend of infiltration into third-tier cities.
(Data Source: Top 10 cities in terms of sales volume of VR equipment in all major e-commerce platforms)
VR real users mainly buy VR glasses and one machine. The percentage of buyers of host VR devices is the lowest, only 8.2%. The ratio of VR glasses and VR integrated cameras is 50.3% and 41.5%, respectively.
VR users often download VR movies for viewing. 38% of users often watch VR movies and share good content with their family members, accounting for 35.1%. Explain that users are more inclined to immerse themselves in the visual enjoyment brought by VR.
The prime time for VR users to use VR devices is 20:00-22:00. 55% of users use VR devices during this time period.
VR-interested users have greater plans to purchase VR devices in the coming year. The survey shows that 55.8% of VR users interested in the next year will be willing to purchase VR devices.
VR interest users are more interested in social and movie appreciation. According to the survey, among interested users, 56.7% usually like social chat, followed by movie and television appreciation, and again account for more than 40% of computer/mobile games, travel, shopping, sports, music appreciation, and digital products.
The white paper also includes surveys and analysis of more dimensions of VR actual users, VR interest users, and potential VR users. Such as VR actual user's marriage and childbirth, consumption activity, consumption habits and feelings for VR; VR interest in the user's ratio of men and women and experience channels; potential users of the city distribution, purchase motivation, and heart rate.
Strategy Paper: VR Marketing Methods for Hot IndustryUsers are most interested in tourism, cars, home improvement, games, live sports, etc. Surveys show that immersive experience and interactive features of VR itself make consumers more interested in panoramic roaming classics, virtual test drive, and virtual reality home improvement effects.
The combination of game industry and VR
VR and game hotspots: First-person role-playing, horror experience, upgraded version of the second element, accompany with virtual characters.
VR games are the VR field that enables the fastest integration of industries. The proportion of users who are interested in VR games is as high as 54.4%, among which adventure, action and first-person shooter games occupy the top three positions.
The combination of VR and the travel industry
Combination of VR and Travel: Virtual Reality Theme Park, VR Landscape Promo, VR Hotel Experience, Ancient Architecture Restoration
Consumption upgrades have increased people’s lives, and cultural tourism has become a consumer area for consumers. However, due to factors such as traffic and time, people are always forced to reduce their travel plans, and the combination of VR and tourism has reshaped tourism. Ecology has promoted the development of tourism.
The combination of VR and the automotive industry
The main modes of combining VR with the automotive industry: creating VR games, DIY cars, new cars, and VR car theme parks.
The homogeneity of the automotive industry is serious. Brand owners are committed to new upgrades in service and experience. The application of VR in the automotive industry is of great significance. What VR car test drive users hope to obtain through VR is the actual road virtual experience, accounting for 59.1%, and the space comfortable service experience accounts for 52%.
In addition to the combination of the above three industries and VR, the white paper also summarizes the analysis of the combination of video, sports, FMCG, real estate and home improvement, and novelty products with VR and consumer willingness data.
Evaluation Paper: Exploration of VR Immersive Advertising PracticeVR ads have five major advantages: non-jumping, immersive experience, audience refinement, real insight, and improved performance. And these advantages are not available in other forms of innovative marketing.
VR ads have 24 times the conversion rate of mobile ads. VR advertising service provider Immersv advertising research report pointed out that for every 1000 video ad views, VR ads can bring 12 new users to install, compared to mobile ads and desktop ads can only bring 0.5 and 0.2 new installation .
VR real users also have a positive attitude toward VR advertising. According to the survey, nearly 60% of users are not disgusted with the acceptable attitude of adding ads to existing VR content. It can be seen that VR ads have a good effect at this stage and are in the bonus period. At the same time, 39.8% of users said that immersive experience is more likely to make them interested in the product.
In addition to the above, the white paper also includes what types of advertisements are more acceptable to actual VR users, what qualities are popular for popular VR advertisements, what brands are suitable for VR advertisements, etc., and VR advertisement cases for dairy brands, automobiles, and travel industries are selected respectively. Make an analysis.
According to relevant staff of Stormstorm Group, more details of the “2017 China VR Marketing White Paper†will be released on the official website of the Storm. VR Network will also continue to pay attention to and report on the latest news of the “2017 China VR Marketing White Paperâ€. stay tuned.
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