증강현실과 가상현실 시장 : 기술, 제품, 디바이스, 조직 규모, 용도별 - 세계 예측(2025-2030년)

The Augmented & Virtual Reality Market was valued at USD 36.08 billion in 2023, expected to reach USD 42.52 billion in 2024, and is projected to grow at a CAGR of 17.92%, to USD 114.46 billion by 2030.

The scope of Augmented Reality (AR) and Virtual Reality (VR) technology is vast, encompassing a range of industries such as gaming, healthcare, retail, and education. Both technologies redefine user interaction by blurring lines between the physical and digital worlds. AR overlays digital information onto the real world, enhancing real-time perception, while VR immerses users into entirely virtual environments. The necessity of AR/VR lies in its transformative potential to enhance user experiences, improve operational efficiency, and offer novel ways of engagement. Application areas are expanding, with healthcare providers using AR/VR for surgery simulations and patient care, retailers employing immersive experiences for product visualization, and educators utilizing these technologies for interactive learning experiences. Key growth factors include technological advancements, increased smartphone penetration, and rising investments from tech giants. The VR gaming industry's expansion and the growing adoption of AR in e-commerce are notable opportunities. Companies can capitalize on these trends by tailoring AR/VR solutions to meet specific industry needs and investing in quality content creation to enhance user experience.

Despite its potential, several limitations challenge market growth, such as high device costs, technical complexities, and privacy concerns regarding data collection. Additionally, user discomfort and motion sickness associated with VR can hinder adoption. To address these challenges, companies should focus on innovation in hardware design to improve comfort and reduce costs, alongside research into improved motion tracking and display technologies. The best areas for innovation include the development of lightweight and affordable AR glasses, advancements in haptic feedback technologies, and robust content development platforms. Understanding the fluctuating nature of the market, driven by technological advances and consumer expectations, is crucial for businesses aiming to thrive in this space. Staying abreast of emerging technology trends and regulatory implications will be key to navigating this dynamic landscape.

Market Dynamics: Unveiling Key Market Insights in the Rapidly Evolving Augmented & Virtual Reality Market

The Augmented & Virtual Reality Market is undergoing transformative changes driven by a dynamic interplay of supply and demand factors. Understanding these evolving market dynamics prepares business organizations to make informed investment decisions, refine strategic decisions, and seize new opportunities. By gaining a comprehensive view of these trends, business organizations can mitigate various risks across political, geographic, technical, social, and economic domains while also gaining a clearer understanding of consumer behavior and its impact on manufacturing costs and purchasing trends.

• Market Drivers
  • Government initiatives promoting AR/VR and industry 4.0 activities
  • Increasing use of VR in aerospace & defense for training and simulation
  • Rising demand for AR in retail and e-commerce sectors
• Market Restraints
  • Functionality and performance limitations of AR/VR devices and software
• Market Opportunities
  • Technological advancements in AR/VR hardware and software
  • Expansion of the technology in the gaming and metaverse community
• Market Challenges
  • Security and privacy issues associated with AR & VR

Porter's Five Forces: A Strategic Tool for Navigating the Augmented & Virtual Reality Market

Porter's five forces framework is a critical tool for understanding the competitive landscape of the Augmented & Virtual Reality Market. It offers business organizations with a clear methodology for evaluating their competitive positioning and exploring strategic opportunities. This framework helps businesses assess the power dynamics within the market and determine the profitability of new ventures. With these insights, business organizations can leverage their strengths, address weaknesses, and avoid potential challenges, ensuring a more resilient market positioning.

PESTLE Analysis: Navigating External Influences in the Augmented & Virtual Reality Market

External macro-environmental factors play a pivotal role in shaping the performance dynamics of the Augmented & Virtual Reality Market. Political, Economic, Social, Technological, Legal, and Environmental factors analysis provides the necessary information to navigate these influences. By examining PESTLE factors, businesses can better understand potential risks and opportunities. This analysis enables business organizations to anticipate changes in regulations, consumer preferences, and economic trends, ensuring they are prepared to make proactive, forward-thinking decisions.

Market Share Analysis: Understanding the Competitive Landscape in the Augmented & Virtual Reality Market

A detailed market share analysis in the Augmented & Virtual Reality Market provides a comprehensive assessment of vendors' performance. Companies can identify their competitive positioning by comparing key metrics, including revenue, customer base, and growth rates. This analysis highlights market concentration, fragmentation, and trends in consolidation, offering vendors the insights required to make strategic decisions that enhance their position in an increasingly competitive landscape.

FPNV Positioning Matrix: Evaluating Vendors' Performance in the Augmented & Virtual Reality Market

The Forefront, Pathfinder, Niche, Vital (FPNV) Positioning Matrix is a critical tool for evaluating vendors within the Augmented & Virtual Reality Market. This matrix enables business organizations to make well-informed decisions that align with their goals by assessing vendors based on their business strategy and product satisfaction. The four quadrants provide a clear and precise segmentation of vendors, helping users identify the right partners and solutions that best fit their strategic objectives.

Key Company Profiles

The report delves into recent significant developments in the Augmented & Virtual Reality Market, highlighting leading vendors and their innovative profiles. These include Intel Corporation, Meta Platforms, Inc., NVIDIA Corporation, Lenovo Group Limited, MAXST Co., Ltd., Apple Inc., Vuzix Corporation, KT Corporation, HTC Corporation, LG Corporation, Niantic, Inc., Cisco Systems, Inc., Qualcomm Incorporated, Marxent Labs LLC, Toshiba Corporation, Hewlett-Packard Development Company, L.P., International Business Machines Corporation, Sony Group Corporation, Amazon Web Services, Inc., Atheer, Inc., Blippar Group Limited, Zugara Inc., Innovega Inc., Magic Leap, Inc., Capermint Technologies Pvt. Ltd., Samsung Electronics Co., Ltd., Seiko Epson Corporation, Google LLC by Alphabet Inc., Trimble Inc., EON Reality, Inc., CyberGlove Systems Inc., Microsoft Corporation, PTC Inc., and Inglobe Technologies Srl.

Market Segmentation & Coverage

This research report categorizes the Augmented & Virtual Reality Market to forecast the revenues and analyze trends in each of the following sub-markets:

• Based on Technology, market is studied across Augmented Reality and Virtual Reality. The Augmented Reality is further studied across Marker-Based Augmented Reality and Markerless Augmented Reality. The Marker-Based Augmented Reality is further studied across Active Marker and Passive Marker. The Markerless Augmented Reality is further studied across Image-Based Processing and Model-Based Tracking. The Virtual Reality is further studied across Nonimmersive Technology and Semi-Immersive & Fully Immersive Technology.
• Based on Product, market is studied across Hardware and Software. The Hardware is further studied across Cameras, Displays & Projectors, Position Trackers, Semiconductor Component, and Sensors. The Software is further studied across 3D Modeling, AR Remote Collaboration, Documentation, Navigation, Visualization, VR Content Creation, and Workflow Optimization.
• Based on Devices, market is studied across Display Walls & Projectors, Gesture Tracking Devices, Head-Mounted Displays, and Head-Up Displays.
• Based on Organization Size, market is studied across Large Enterprises and Small & Medium Enterprises.
• Based on Application, market is studied across Commercial & Industrial and Personal. The Commercial & Industrial is further studied across Aerospace & Defense, Automotive & Transportation, Banking, Financial Services & Insurance, Building, Construction & Real Estate, Consumer Goods & Retail, Education, Energy & Utilities, Government & Public Sector, Healthcare & Life Sciences, Information Technology, Manufacturing, Media & Entertainment, Telecommunication, and Travel & Hospitality.
• Based on Region, market is studied across Americas, Asia-Pacific, and Europe, Middle East & Africa. The Americas is further studied across Argentina, Brazil, Canada, Mexico, and United States. The United States is further studied across California, Florida, Illinois, New York, Ohio, Pennsylvania, and Texas. The Asia-Pacific is further studied across Australia, China, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam. The Europe, Middle East & Africa is further studied across Denmark, Egypt, Finland, France, Germany, Israel, Italy, Netherlands, Nigeria, Norway, Poland, Qatar, Russia, Saudi Arabia, South Africa, Spain, Sweden, Switzerland, Turkey, United Arab Emirates, and United Kingdom.

The report offers a comprehensive analysis of the market, covering key focus areas:

1. Market Penetration: A detailed review of the current market environment, including extensive data from top industry players, evaluating their market reach and overall influence.

2. Market Development: Identifies growth opportunities in emerging markets and assesses expansion potential in established sectors, providing a strategic roadmap for future growth.

3. Market Diversification: Analyzes recent product launches, untapped geographic regions, major industry advancements, and strategic investments reshaping the market.

4. Competitive Assessment & Intelligence: Provides a thorough analysis of the competitive landscape, examining market share, business strategies, product portfolios, certifications, regulatory approvals, patent trends, and technological advancements of key players.

5. Product Development & Innovation: Highlights cutting-edge technologies, R&D activities, and product innovations expected to drive future market growth.

The report also answers critical questions to aid stakeholders in making informed decisions:

1. What is the current market size, and what is the forecasted growth?

2. Which products, segments, and regions offer the best investment opportunities?

3. What are the key technology trends and regulatory influences shaping the market?

4. How do leading vendors rank in terms of market share and competitive positioning?

5. What revenue sources and strategic opportunities drive vendors' market entry or exit strategies?

Table of Contents

1. Preface

• 1.1. Objectives of the Study
• 1.2. Market Segmentation & Coverage
• 1.3. Years Considered for the Study
• 1.4. Currency & Pricing
• 1.5. Language
• 1.6. Stakeholders

2. Research Methodology

• 2.1. Define: Research Objective
• 2.2. Determine: Research Design
• 2.3. Prepare: Research Instrument
• 2.4. Collect: Data Source
• 2.5. Analyze: Data Interpretation
• 2.6. Formulate: Data Verification
• 2.7. Publish: Research Report
• 2.8. Repeat: Report Update

3. Executive Summary

4. Market Overview

5. Market Insights

• 5.1. Market Dynamics
  • 5.1.1. Drivers
    • 5.1.1.1. Government initiatives promoting AR/VR and industry 4.0 activities
    • 5.1.1.2. Increasing use of VR in aerospace & defense for training and simulation
    • 5.1.1.3. Rising demand for AR in retail and e-commerce sectors
  • 5.1.2. Restraints
    • 5.1.2.1. Functionality and performance limitations of AR/VR devices and software
  • 5.1.3. Opportunities
    • 5.1.3.1. Technological advancements in AR/VR hardware and software
    • 5.1.3.2. Expansion of the technology in the gaming and metaverse community
  • 5.1.4. Challenges
    • 5.1.4.1. Security and privacy issues associated with AR & VR
• 5.2. Market Segmentation Analysis
  • 5.2.1. Technology: Proliferation of virtual reality to create realistic simulations
  • 5.2.2. Product: Rising penetration of AR/VR software for content creation
  • 5.2.3. Devices: Evolving AR/VR device landscape to enhance user experiences and widespread adoption of augmented and virtual reality technologies
  • 5.2.4. Organization Size: Burgeoning adoption of AR/VR in large enterprises
  • 5.2.5. Applications: Emerging utilization of AR/VR technologies for medical and education & training purposes
• 5.3. Porter's Five Forces Analysis
  • 5.3.1. Threat of New Entrants
  • 5.3.2. Threat of Substitutes
  • 5.3.3. Bargaining Power of Customers
  • 5.3.4. Bargaining Power of Suppliers
  • 5.3.5. Industry Rivalry
• 5.4. PESTLE Analysis
  • 5.4.1. Political
  • 5.4.2. Economic
  • 5.4.3. Social
  • 5.4.4. Technological
  • 5.4.5. Legal
  • 5.4.6. Environmental

6. Augmented & Virtual Reality Market, by Technology

• 6.1. Introduction
• 6.2. Augmented Reality
  • 6.2.1. Marker-Based Augmented Reality
    • 6.2.1.1. Active Marker
    • 6.2.1.2. Passive Marker
  • 6.2.2. Markerless Augmented Reality
    • 6.2.2.1. Image-Based Processing
    • 6.2.2.2. Model-Based Tracking
• 6.3. Virtual Reality
  • 6.3.1. Nonimmersive Technology
  • 6.3.2. Semi-Immersive & Fully Immersive Technology

7. Augmented & Virtual Reality Market, by Product

• 7.1. Introduction
• 7.2. Hardware
  • 7.2.1. Cameras
  • 7.2.2. Displays & Projectors
  • 7.2.3. Position Trackers
  • 7.2.4. Semiconductor Component
  • 7.2.5. Sensors
• 7.3. Software
  • 7.3.1. 3D Modeling
  • 7.3.2. AR Remote Collaboration
  • 7.3.3. Documentation
  • 7.3.4. Navigation
  • 7.3.5. Visualization
  • 7.3.6. VR Content Creation
  • 7.3.7. Workflow Optimization

8. Augmented & Virtual Reality Market, by Devices

• 8.1. Introduction
• 8.2. Display Walls & Projectors
• 8.3. Gesture Tracking Devices
• 8.4. Head-Mounted Displays
• 8.5. Head-Up Displays

9. Augmented & Virtual Reality Market, by Organization Size

• 9.1. Introduction
• 9.2. Large Enterprises
• 9.3. Small & Medium Enterprises

10. Augmented & Virtual Reality Market, by Application

• 10.1. Introduction
• 10.2. Commercial & Industrial
  • 10.2.1. Aerospace & Defense
  • 10.2.2. Automotive & Transportation
  • 10.2.3. Banking, Financial Services & Insurance
  • 10.2.4. Building, Construction & Real Estate
  • 10.2.5. Consumer Goods & Retail
  • 10.2.6. Education
  • 10.2.7. Energy & Utilities
  • 10.2.8. Government & Public Sector
  • 10.2.9. Healthcare & Life Sciences
  • 10.2.10. Information Technology
  • 10.2.11. Manufacturing
  • 10.2.12. Media & Entertainment
  • 10.2.13. Telecommunication
  • 10.2.14. Travel & Hospitality
• 10.3. Personal

11. Americas Augmented & Virtual Reality Market

• 11.1. Introduction
• 11.2. Argentina
• 11.3. Brazil
• 11.4. Canada
• 11.5. Mexico
• 11.6. United States

12. Asia-Pacific Augmented & Virtual Reality Market

• 12.1. Introduction
• 12.2. Australia
• 12.3. China
• 12.4. India
• 12.5. Indonesia
• 12.6. Japan
• 12.7. Malaysia
• 12.8. Philippines
• 12.9. Singapore
• 12.10. South Korea
• 12.11. Taiwan
• 12.12. Thailand
• 12.13. Vietnam

13. Europe, Middle East & Africa Augmented & Virtual Reality Market

• 13.1. Introduction
• 13.2. Denmark
• 13.3. Egypt
• 13.4. Finland
• 13.5. France
• 13.6. Germany
• 13.7. Israel
• 13.8. Italy
• 13.9. Netherlands
• 13.10. Nigeria
• 13.11. Norway
• 13.12. Poland
• 13.13. Qatar
• 13.14. Russia
• 13.15. Saudi Arabia
• 13.16. South Africa
• 13.17. Spain
• 13.18. Sweden
• 13.19. Switzerland
• 13.20. Turkey
• 13.21. United Arab Emirates
• 13.22. United Kingdom

14. Competitive Landscape

• 14.1. Market Share Analysis, 2023
• 14.2. FPNV Positioning Matrix, 2023
• 14.3. Competitive Scenario Analysis
  • 14.3.1. Google's AR Microscope Paves the Way for Early Cancer Detection
  • 14.3.2. Accenture, Microsoft Uses Metaverse to Unite Decision-Makers
  • 14.3.3. VR Owl Group Acquires MeetinVR in Company Shakeup
  • 14.3.4. Sony to Invest USD 2 Billion into Extended Reality Research
  • 14.3.5. PTC and Rockwell Automation Extend Relationship with Focus on IoT and Augmented Reality for Manufacturing
  • 14.3.6. Apple Confirms Acquisition of AR Startup Mira Following Vision Pro Launch
  • 14.3.7. Meta Launches New Quest 3 Mixed Reality Headset
  • 14.3.8. Lenovo ThinkReality VRX is Now Available In Select Markets Worldwide
  • 14.3.9. Meta and BMW Unveil Next-Level Augmented and Virtual Reality Experiences
  • 14.3.10. Magic Leap Collaborates with NVIDIA to Advance Digital Twins for Enterprise
  • 14.3.11. Vuzix Signs Distribution Agreement with MACE Virtual Labs and Receives Substantial Initial Volume Smart Glasses Order
  • 14.3.12. Samsung, Google and Qualcomm Team Up to Build a New Mixed-Reality Platform
  • 14.3.13. VR Startup Trezi Secures Funding to Offer Enhanced Immersive Design Collaboration
  • 14.3.14. HTC Plans to Reveal its Meta Quest Competitor Next Month
  • 14.3.15. Key Strategic Partnership Will Bring Virtual Reality and Augmented Reality to Real World Underwater Operations
  • 14.3.16. Microsoft Wins USD 21.9 Billion Contract with U.S. Army to Supply Augmented Reality Headsets

Companies Mentioned

• 1. Intel Corporation
• 2. Meta Platforms, Inc.
• 3. NVIDIA Corporation
• 4. Lenovo Group Limited
• 5. MAXST Co., Ltd.
• 6. Apple Inc.
• 7. Vuzix Corporation
• 8. KT Corporation
• 9. HTC Corporation
• 10. LG Corporation
• 11. Niantic, Inc.
• 12. Cisco Systems, Inc.
• 13. Qualcomm Incorporated
• 14. Marxent Labs LLC
• 15. Toshiba Corporation
• 16. Hewlett-Packard Development Company, L.P.
• 17. International Business Machines Corporation
• 18. Sony Group Corporation
• 19. Amazon Web Services, Inc.
• 20. Atheer, Inc.
• 21. Blippar Group Limited
• 22. Zugara Inc.
• 23. Innovega Inc.
• 24. Magic Leap, Inc.
• 25. Capermint Technologies Pvt. Ltd.
• 26. Samsung Electronics Co., Ltd.
• 27. Seiko Epson Corporation
• 28. Google LLC by Alphabet Inc.
• 29. Trimble Inc.
• 30. EON Reality, Inc.
• 31. CyberGlove Systems Inc.
• 32. Microsoft Corporation
• 33. PTC Inc.
• 34. Inglobe Technologies Srl