US AR Users 2023

AR Hits the Mainstream Thanks to Social Media and Retail

Report by Yoram Wurmser  | Apr 18, 2023
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Table of Contents
Executive Summary
AR is now mainstream but still has room to grow.
Social networks can take credit for bringing AR to the masses.
Nearly half of all AR users tap it for shopping.
Visual search uses AR-related technology and is picking up steam.
Mobile AR is already a serious moneymaker.
Despite metaverse woes, Big Tech still has high hopes for AR devices.
What does this mean for marketers?
Sources
Media Gallery
About This Report
We forecast 90.0 million people will use AR in the US this year, interacting with it in ways that increase retail sales and advertising engagements.
Topics
Augmented & Virtual Reality
United States
Table of Contents
Executive Summary
AR is now mainstream but still has room to grow.
Social networks can take credit for bringing AR to the masses.
Nearly half of all AR users tap it for shopping.
Visual search uses AR-related technology and is picking up steam.
Mobile AR is already a serious moneymaker.
Despite metaverse woes, Big Tech still has high hopes for AR devices.
What does this mean for marketers?
Sources
Media Gallery

Executive Summary

As device manufacturers struggle to find mass audiences for VR and extended reality (XR) headsets, AR continues to grow quickly—mostly via smartphones. Tech companies still hope to introduce lightweight smart glasses with AR features within a few years, but social networks, retailers, and game-makers continue to drive innovation in the meantime.

Key Question: How large is the potential audience for AR applications and advertising?

US AR & VR Users, 2019-2027 (millions)
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KEY STAT: AR will have 21.1 million more US users than VR in 2023, and the gap will continue to widen.

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Table of Contents

  1. Executive Summary
  2. AR is now mainstream but still has room to grow.
  3. Social networks can take credit for bringing AR to the masses.
  4. Nearly half of all AR users tap it for shopping.
  1. Visual search uses AR-related technology and is picking up steam.
  2. Mobile AR is already a serious moneymaker.
  3. Despite metaverse woes, Big Tech still has high hopes for AR devices.
  4. What does this mean for marketers?
  1. Sources
  2. Media Gallery

Charts in This Report

US AR & VR Users, 2019-2027 (millions)US AR Users, 2022-2027 (millions, % change, and % of population)
US Social Network AR Users, 2022-2027 (millions, % change, and % of total AR users)US AR Shoppers, 2022-2027 (millions, % change, and % of total AR users)
US Adults Who Regularly Use Visual Search*, April 2020-Feb 2023 (% of respondents)Mobile AR Revenues Worldwide, 2022-2027 (billions)
AR/VR Headset Shipment Share Worldwide, by Brand, Q1 2021-Q4 2022 (% of total)

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authors

Yoram Wurmser

Contributors

Chris Keating
Director, Research
Jessica Lis
Analyst, Technology
Wendy Malloy
Director, Report Editing
Jane Xu
Associate Forecasting Analyst