Despite 5M Shipments, Google Cardboard Shows Little Use

Google recently announced the company has shipped 5 million units of its Cardboard virtual reality HMD, but that figure can be very misleading. That definitely doesn't mean 5 million people are using Cardboard on a regular basis. Because from Google's own data, it seems more like 300,000-500,000 people use Cardboard with any high degree of engagement. Look at this infographic from the announcement:

According to Google Play, the basic app itself has been downloaded 5-10 million times. Looking at third party Cardboard apps, only a handful have been downloaded between 100,000 to 500,000 times -- most of the rest, much less. Unless I'm missing it, only this Star Wars Cardboard app has gotten downloads in the 500,000-1 million range. These numbers indicate a strong "one try then bye bye" effect -- the vast majority of Cardboard owners downloading the main app and one or two more, noodling around a bit, then sticking it back on the shelf to gather dust.

Don't believe me? Here's how many VR-enabled videos for Cardboard have been viewed:

350,000 hours of video may seem like a lot -- but split between 5,000,000 Cardboard units, that's an average of .07 hours viewing per user. I.E., a bit more than 4 minutes. Total. People still watch an average of 4.7 hours of television per day. More likely a few hundred thousand enthusiasts are taking up the bulk of that viewing.

This is not to say Cardboard is dead in the virtual water, and it might still gain a killer app which increases usage. But from available evidence, it still seems to be seriously floundering in search of traction. Just like the New York Times' little-use Cardboard app.

Update, 2/4: Corrected my bad math behind the video viewing averages. Hat tip: /Slyer.

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Comments

[Daniel]

It's good that you are showing that 5,000,000 units shipped doesn't mean that mean regular users.

But you say it has 'Little use'. Compared to what? Your own estimate of 300,000-500,000 regular users would make this the #1 most used VR headset currently. And it's clear that this number is increasing exponentially.

[Wagner James Au]

> But you say it has 'Little use'. Compared to what?

Smartphones. PCs. Handheld consoles. Consoles. Smartphone games for one had millions of highly active users within weeks of the App Store going live, not years.

[Taylor]

I don't think Cardboard is really meant for long-term use, considering both that a) it's cardboard and falls apart pretty quickly and b) you have to hold it up while you're using it, which gets very uncomfortable very quickly. I'm almost surprised there's as much usage as there is because of those two things.

I think it seems more like a teaser for proper VR, and as a teaser I can personally attest to it working amazingly well. I'm not one to throw around superlatives lightly but it was a genuinely amazing experience using mine for the first time. I'm not sure I've ever been awed by a piece of technology in quite the same way. Using it for just a few minutes turned me from a VR skeptic (putting it lightly) to someone who absolutely can't wait for the proper VR systems. Before Cardboard I never understood why people talked about VR the way they do.

[Adeon Writer]

Am I misunderstanding something? Wasn't Google Cardboard a joke novelty item?

[joe]

Maybe some homeless San Francisco needs lots of cardboard?

Duh

[Scott]

Yeah....cardboard is fantastic for a taste, but it isn't polished or compelling enough for use every day. You try it out, it wows you, but then you are just hungry for more detailed and immersive experiences. It is still just a gimmick really.

[Sherry Fisher]

Virtual Reality Box (Goggle) is not of little use, VR technology makes watching a new level. And now, adult industry adapting it making their videos watching in a different dimension.

[MC]

"Am I misunderstanding something? Wasn't Google Cardboard a joke novelty item?"

Yes. You are misunderstanding that Google Cardboard a joke novelty item.

[brazzers_borne]

Bir şeyi yanlış mı anlıyorum? Google Cardboard bir şaka yenilik ürünü değil miydi?"

Evet. Google Cardboard'un bir şaka yenilik ürünü olduğu