How effective are 360 Virtual Tours?

Virtual tour statistics – Google Study

How effective are virtual tours? – In 2015, Google commissioned an independent study for the effectiveness of 360 Virtual Tours. The study found that people who view a listing that included a 360 Virtual Tour, were twice as likely to make a customer inquiry. Additionally, 18-34 year-olds in particular, were found to be 130% more likely to take a CTA (call to action) with the inclusion of a virtual tour.

How effective are virtual tours - UK

The study also found that among the people surveyed, 67% want more businesses to use virtual tours, 26% were indifferent and 7% stated that virtual tours were unnecessary. This independent Google study clearly demonstrates that a large majority of people do appreciate the inclusion of virtual tours, and are much more inclined to take a follow-on action (CTA) with the inclusion of a virtual tour. 



How effective are 360 virtual tours

Google 360-VT Statistics for Real Estate Virtual Tours (US)

The ‘National Association of Realtors’ based in the USA, is another group who has a vested interest in determining if 360 virtual tours are helping their member’s businesses. Their annual reports always provide a great source of research information on this subject. Some recent NAR findings include:

  • More than half of U.S. adults who use the internet have taken a virtual tour
  • 54% of US buyers will not view a property unless it has virtual images
  • 50% found virtual tours very useful in making a buying decision

An addition study carried out by ‘Property Week’ found that virtual tours reduce the number of wasted viewings by 40%, thus increasing the likelihood of visitors making a buying decision when they make a follow-on physical viewing (as the virtual tour enables them to get a pretty good idea of what to expect before they make a physical viewing).

“An additional study carried out by found that listings with a virtual tour get 87% more views than those without”

Lastly, ‘Planet Home’s’ Trend Study concluded that 74% of potential visitors consider a virtual tour to be a critical decision-making tool before proceeding to a physical viewing or purchase. Hence, it’s clear that virtual tours have quickly become a vital part of marketing for both commercial business enterprise and property sales.



Google 360-VT Statistics for Hotels, Hospitality, Travel and Automotive Businesses 

Outside of real estate, virtual tours and 360 content is also thriving. Hotels are one such industry that has achieved great success by including them on their websites. According to research from TIG Global and Omni Hotels, a virtual tour on a hotel website increases bookings and look-to-book conversion rates by as much as 67%. That’s a massive increase in captured revenue from website traffic that may previously have gone to a competitor.

Other industries are also taking note of the success of 360 content. Social Bakers recently carried out researched on which industries are making the most use of 360 content. They found that outside of Real Estate, 63% of travel company pages posted at least one 360° photo or virtual tour in 2016. The automotive industry wasn’t far behind with 54% of company pages publishing 360-degree posts. To put this in perspective, the fashion and beauty industry pages had the lowest adoption rate, as only 10% published at least one 360-degree post. Social Bakers also found that 360-degree photos were far more engaging on social media platforms than traditional photos.


360 Virtual Tours - Car Showroom


Factoid – “Virtual tours improve website engagement by as much as 5 to 10 times (Improved ‘Bounce Rate’ helps improve page rank)”

360 Virtual Tours are a proven source of deep engagement, especially when combined with a carefully designed virtual tour that incorporates ‘In-VT Hotspot URL links’ that can drive visitor traffic to specific website offer pages or other CTA optimised online content. Hence, virtual tours provide a highly effective tool for engaging prospective customers and motivating them to take action. 


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