AR and VR Are Reshaping the Future of Consumer Engagement

Mobile Adoption Skyrockets as Headsets Find New Niches

Report by Jacob Bourne  | UPDATED: Jun 14, 2024
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Executive Summary
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Table of Contents
Executive Summary
Immersive media, juiced by AI, represents the future of consumer engagement
Notable uptakes in AR user penetration are surpassing expectations
VR growth ebbs and flows its way to mainstream adoption
How should advertisers capitalize on the growth in immersive media?
EMARKETER Interviews
Sources
Media Gallery
About This Report
Despite economic headwinds and challenges faced by major players, AR and VR adoption is on the rise.
Topics
Augmented & Virtual Reality
US
Table of Contents
Executive Summary
Immersive media, juiced by AI, represents the future of consumer engagement
Notable uptakes in AR user penetration are surpassing expectations
VR growth ebbs and flows its way to mainstream adoption
How should advertisers capitalize on the growth in immersive media?
EMARKETER Interviews
Sources
Media Gallery

As AR and VR revolutionize advertising, proactive marketers, retailers, and content creators must navigate an evolving landscape to captivate audiences. Tech advances and changing adoption in 2024 will present new opportunities and challenges for advertisers.

Key Question: How should advertisers capitalize on the robust growth in immersive technologies?

US AR and VR Users, 2020-2028 (millions)
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Key Stat: By 2028, AR users in the US will reach 116.0 million, and VR users will reach 91.3 million.

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    Table of Contents

    1. Executive Summary
    2. Immersive media, juiced by AI, represents the future of consumer engagement
    3. Notable uptakes in AR user penetration are surpassing expectations
    1. VR growth ebbs and flows its way to mainstream adoption
    2. How should advertisers capitalize on the growth in immersive media?
    3. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    US AR and VR Users, 2020-2028 (millions)US Mobile AR Smartphone Users, 2023-2028 (millions and % of smartphone users)
    US Social Network AR Users, 2023-2028 (millions and % of social network users)US AR Shoppers, 2023-2028 (millions and % of digital shoppers )
    US VR User Penetration, by Generation, 2023-2028 (% of internet users)Features That Are Most Important in a VR Headset According to US Adults, Jan 2024 (% of respondents)
    AR/VR Headset Shipments Worldwide, by Type, 2023 & 2027 (millions)

    Interviewed for This Report

    Michael Boland
    ARtillery Intelligence
    Founder and Chief Analyst
    Interviewed April 3, 2024

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    First Published on Jun 13, 2024

    authors

    Jacob Bourne

    Contributors

    Chris Keating
    Director, Research
    Oscar Orozco
    Director, Forecasting
    Yoram Wurmser
    Principal Analyst