AR and VR Are Reshaping the Future of Consumer Engagement

Mobile Adoption Skyrockets as Headsets Find New Niches

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?

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

    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


    Jacob Bourne


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