Events & Resources
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →Topics
See All Topics →Latest Articles
Explore our Research →Shoppers hate paying for return shipping more than any other part of the process
Article |
Mar 6, 2026
Doctors expect longer visits as parents seek clarity about pediatric vaccine guidelines
Article |
Mar 6, 2026
Lowe’s reaches out to Gen Alpha with new rewards program for kids
Article |
Mar 6, 2026
Meta faces critical questions as AI spending and regulatory scrutiny intensify
Article |
Mar 6, 2026
J&J launches direct-to-consumer prescription drug site with lower cash prices
Article |
Mar 6, 2026
The health and fitness industry’s future is subscription-first, not hardware-led
Article |
Mar 6, 2026
Scam exposure on social platforms threatens brands
Article |
Mar 6, 2026
Email is consumers’ top marketing channel, but inbox fatigue threatens ROI
Article |
Mar 6, 2026
How payment providers should react to OpenAI’s Instant Checkout walkback
Article |
Mar 6, 2026
Capital One joins finance industry layoff trend, sheds 1,100 Discover workers
Article |
Mar 6, 2026
About
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →AR and VR Are Reshaping the Future of Consumer Engagement
Mobile Adoption Skyrockets as Headsets Find New Niches
Download
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.
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?
%20scale(0.100000,-0.100000)%22%0A%20%20fill=%22%23000000%22%20stroke=%22none%22%3E%0A%20%20%3C/g%3E%0A%3C/svg%3E%0A)
Key Stat: By 2028, AR users in the US will reach 116.0 million, and VR users will reach 91.3 million.
authors
Jacob Bourne
Contributors
- Chris Keating
- Director, Research
- Oscar Orozco
- Director, Forecasting
- Yoram Wurmser
- Principal Analyst
Already have a subscription?Sign In
Access All Charts and Data
Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry
Unlock Unlimited Insights with PRO+
Contact Us →
Worldwide HQ
One Liberty Plaza9th FloorNew York, NY 100061-800-405-0844
Sales Inquiries
1-800-405-0844sales@emarketer.com
* Copyright © 2026
EMARKETER Inc. All Rights Reserved.