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Smart Glasses and Digital Natives Fuel AR/VR Market Evolution
Despite Slowing Growth, Device and Platform Transformation Create New Commercial Opportunities
AR/VR technologies remain essential for marketers despite slowing growth rates, with smart glasses emerging as potential successors to the smartphone. Strategic approaches to immersive technology adaptation are needed as AI transforms user experiences and demographic shifts drive market momentum.
Key Question: How should marketers and retailers prepare for AR/VR adoption as it evolves from a gaming-dominated niche to a potential smartphone competitor?
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Key Stat: AR adoption will pass 30% of the US population in 2025. Meanwhile, VR will be used by just 26.8% of the population by the end of our forecast period in 2029.
This report can help you:
- Determine market sizing (brands, media platforms, agencies, solution providers)
- Develop media strategy (brands, agencies)
- Allocate budget for campaigns (brands, agencies)
authors
Jacob Bourne
Contributors
- Delfina Huergo Bensadon
- Chris Keating
- Penelope Lin
- Director, Data Visualization
- Wendy Malloy
- Director, Reports Editor
- Sakina Thanawala
- Copy Editor
- Matt Torpey
- Senior Chart Editor
- Emman Velasco
- Chart Editor
- Yoram Wurmser
- Principal Analyst
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