Americans Ready to Experience Life in 360: Nikon

Americans Ready to Experience Life in 360: Nikon

Nikon Reveals Results of Life in 360 National Survey

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Melville, NY—Nikon Inc. released results from the Nikon Life in 360 national survey. The study revealed 90% of Americans believe content they currently watch would be better viewed in fully immersive 360º. In addition, 92% of respondents said they are ready to capture and share their own personal experiences using 360º-capable cameras.

The study also indicated potential for growth for 360º imaging. While only 25% have used a 360º camera, and 49% are at least somewhat familiar with the technology, 72% of Americans said they are interested in trying one out “to share their missions in an exciting new way,” the company noted.

Following its entry into the 360º camera market with the KeyMission 360, Nikon commissioned the Nikon Life in 360 survey. It wanted to study awareness and attitudes toward emerging 360º video technology. Nikon also wished to gain insights into what Americans want to view and capture in 360º.

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The Nikon Life in 360 survey reveal 90% of Americans believe content they watch would be better in full 360º. When asked what content they currently watch would be better if shot with a 360º camera, 60% said sports. Other responses included: live entertainment (60%), movies (39%), news programs/documentaries (31%) and TV shows (30%).

“The Nikon Life in 360 study sheds intriguing light on the interest of consumers in capturing and sharing their experiences in a new, exciting way,” said Lisa Baxt, associate general manager, Communications, Nikon Inc. “Nikon is committed to innovation in this space and providing creators with the tools to capture, experience and share their lives in 360.”

According to the survey, when asked what content they currently watch would be better if shot with a 360º camera, 9 out of ten (90%) Americans indicated they believe some content would be better viewed in 360º. And 60% said sports and travel content would be better with a full 360º view. Other responses included: live entertainment (60%), movies (39%), news programs/documentaries (31%) and television shows (30%).

Respondents were also asked if 360º videos can capture content in more exciting ways than traditional video. They were also asked what types of experiences they would like to capture using a 360º camera. Nikon-Logo

A whopping 92% of respondents said they want to use a 360º-capable camera to record personal experiences. These include vacations (60%), family moments (53%), milestone events (45%), outdoor activities (42%), sports they play (19%) and even getting intimate with a partner (15%). And 98% agreed that 360º videos can capture experiences in more exciting ways than other video technology on the market.

Furthermore, when asked about their overall familiarity with 360º cameras and VR (virtual reality) content, alongside their interest in trying the new technology, 25% said they have used a 360º camera. Less than half (49%) responded they were at least somewhat familiar with the technology.

While 360º cameras have not yet reached mainstream status, Nikon believes interest in the technology indicates it is on the rise: 72% of Americans responded that they wanted to give it a try.

Nikon Life in 360 Methodology

The survey was conducted by Wakefield Research. It involved 1,000 nationally representative U.S. adults ages 18+, November 15–21, 2016, using an e-mail invitation and an online survey. Quotas were set to ensure reliable, accurate representation of the U.S. population 18 and older. nikonusa.com

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