증강현실 및 가상현실 시장 : AR 기술별, VR 기술별, 구성요소별, 지역별(2026-2032년)

Augmented And Virtual Reality (AR/VR) Market Valuation - 2026-2032

The growing demand for augmented reality (AR) and virtual reality (VR) technology arises from their revolutionary potential across a variety of industries. AR and VR are transforming how people learn, train, and engage with digital material in industries such as healthcare, education, and manufacturing. In healthcare, for example, these technologies are utilized for surgical simulations, patient diagnostics, and therapy allowing specialists to perform difficult procedures in a safe virtual environment by enabling the market to surpass a revenue of USD 23.73 Billion valued in 2024 and reach a valuation of around USD 214.82 Billion by 2032.

The entertainment and gaming sectors are driving the increasing demand for AR and VR as customers want more immersive and engaging experiences. VR headsets and AR applications are changing the way people interact with games, movies, and virtual worlds by delivering a sense of presence and immersion that was previously unavailable through traditional media. Furthermore, the rise of remote work and virtual collaboration has expedited the adoption of AR and VR technologies in the business world by enabling the market to grow at a CAGR of 31.70% from 2026 to 2032.

Augmented And Virtual Reality (AR/VR) Market: Definition/ Overview

AR and VR are immersive technologies that have changed the way people interact with digital environments. Augmented Reality (AR) is the application of digital content such as images, sounds, or text to the actual environment using devices such as smartphones, tablets, or AR glasses. AR develops an interactive layer by combining real-world experiences with digital information rather than entirely immersing the user in a virtual environment.

They are finding widespread uses in a variety of industries changing how businesses and consumers engage with digital content. AR and VR are utilized in healthcare to train doctors, simulate surgeries, and provide patient care. In education, AR improves learning experiences by overlaying digital information on physical locations, while VR offers immersive virtual classrooms allowing students to explore complicated subjects like history or science in more engaging ways.

AR and VR are likely to play critical roles in transforming distant communication and work settings. As more businesses adopt hybrid and remote work models, AR and VR will make virtual meetings and collaborative workspaces feel more realistic and interactive than standard video conferencing.

Will Rising Demand for Augmented Reality in Retail and E-Commerce Drive the Augmented And Virtual Reality (AR/VR) Market?

The growing demand for augmented reality (AR) in retail and e-commerce is a key driver of the Augmented And Virtual Reality (AR/VR) Market. This trend is being driven by the increased demand for better consumer experiences, better product presentation, and new marketing methods in an increasingly competitive digital economy. According to the US Census Bureau, e-commerce sales in the United States will exceed USD 870.8 Billion in 2021, up 14.2% from 2020 and 50.5% from 2019. This tremendous development in online buying has provided an ideal environment for AR technologies.

Furthermore, AR has a considerable impact on consumer behavior. According to the Small Business Administration, businesses that use AR technologies can enhance conversion rates for online buyers by up to 40%. Between 2015 and 2020, the US Patent and Trademark Office received a 211% rise in AR-related patent applications demonstrating substantial technological improvement in the sector. Furthermore, the National Science Foundation has given more than $100 million in financing for AR/VR research efforts between 2021 and 2025 which is expected to stimulate innovation in retail AR applications.

Will Health Problems Linked to Excessive AR Usage Hamper the Augmented And Virtual Reality (AR/VR) Market?

Health issues associated with excessive augmented reality (AR) and virtual reality (VR) consumption may impede the market's growth in the long run. Users have reported a variety of physical and psychological concerns including eye strain, headaches, nausea, and disorientation, which are sometimes referred to as "motion sickness" due to the immersive nature of these technologies. Prolonged usage can result in increasingly severe symptoms, generating worries among potential customers and businesses about the safety and well-being of users.

Regulatory bodies and health groups may impose tougher rules on the use of AR/VR technologies to protect users' health which could have an impact on market growth. Companies may face more scrutiny over the design and ergonomics of AR/VR gadgets necessitating an investment in R&D to effectively address health concerns.

Category-Wise Acumens

Will Versatility and User-Friendly Experiences Drive Growth in the AR Technology Segment?

Marker-less augmented reality is the dominant technology as its versatility and user-friendliness is increasing its application. Unlike marker-based AR which relies on specific images or QR codes to activate the digital overlay, marker-less AR recognizes and interacts with the actual world using advanced technologies such as GPS, accelerometers, and computer vision. This versatility enables users to interact with AR information in a variety of environments without having to look for specific markers.

The fast improvement of mobile devices with excellent cameras and sensors has increased markerless AR's dominance. As smartphone capabilities advance, developers can design more sophisticated applications that use real-time data to increase user engagement. Tourism and education are two industries that are increasingly using markerless AR to create interactive experiences that deliver contextual information and improve learning.

Will the Increasing Consumer Demand for Immersive Experiences Drive the Component Segment?

Hardware dominates the market owing to rapid technological improvements and rising customer desire for immersive experiences. The hardware segment includes a wide range of equipment such as headsets, displays, sensors, and input devices all of which are required to enable high-quality AR/VR experiences. The widespread availability of game consoles, mobile devices, and standalone VR headsets has considerably increased hardware sales. Furthermore, the expanding use of AR/VR in industries such as healthcare, education, and real estate has created a demand for improved technology capable of giving realistic simulations and engaging experiences.

While hardware remains the market leader, the software and services segments are also expanding rapidly, albeit at a different rate. The software component which includes AR/VR applications, development platforms, and content production tools is critical to increasing user engagement and improving the entire experience. As more sectors see the value of AR/VR for training, marketing, and consumer engagement, there is a greater demand for bespoke software solutions tailored to specific use cases.

Country/Region-wise Acumens

Will Established Technology Infrastructure Drive the Market in the North American Region?

The North American region dominates the Augmented And Virtual Reality (AR/VR) Market owing to its developed technological infrastructure. This supremacy is due to the region's robust digital environment, high-speed internet connectivity, and considerable investments in AR/VR technologies across multiple industries. North America's solid technology infrastructure is reflected in the widespread availability of high-speed internet connectivity which is critical for AR/VR applications. According to the Federal Communications Commission (FCC), as of 2021, 94.4% of the US population had access to fixed terrestrial broadband at speeds of 25/3 Mbps or faster.

The developed technology infrastructure also enables major investments in AR/VR across a variety of businesses. The US Department of Defense, for example, set aside $1.1 billion for AR/VR training and simulation initiatives in its fiscal year 2023 budget. According to the US Department of Education's Office of Teaching Technology, 85% of educators feel that virtual reality (VR) will be a significant teaching tool in the future years. The healthcare industry is also embracing AR/VR with the FDA approving many AR/VR medical equipment such as surgical planning tools and therapeutic applications.

Will the Increasing Investment and Government Backing Drive the Market in the Asia Pacific Region?

Increased investment and government support are the fastest-growing drivers of the Asia Pacific Augmented And Virtual Reality (AR/VR) Market. This rapid expansion is primarily the result of significant financial contributions from both the private and public sectors as well as supportive government policies targeted at encouraging innovation and digital transformation.

Government activities in the Asia Pacific region are greatly driving the AR/VR market. In China, the government's "New Infrastructure" plan, announced in 2020, includes AR/VR as one of its primary priority areas, with a USD 1.4 Trillion investment expected by 2025.

According to the China Academy of Information and Communications Technology, the country's AR/VR industry is expected to reach USD 60.9 Billion by 2023, rising at a 78.5% CAGR between 2019 and 2023. The Australian government's AUD 1.2 billion (roughly USD 880 Million) investment in its Digital Economy Strategy 2030 which incorporates AR/VR technology is estimated to create 250,000 new employment in the tech industry.

Competitive Landscape

The Augmented And Virtual Reality (AR/VR) Market is a dynamic and competitive space, characterized by a diverse range of players vying for market share. These players are on the run for solidifying their presence through the adoption of strategic plans such as collaborations, mergers, acquisitions, and political support. The organizations are focusing on innovating their product line to serve the vast population in diverse regions.

Some of the prominent players operating in the Augmented And Virtual Reality (AR/VR) Market include:

Microsoft, Google LLC, Apple, Inc., Sony Corporation, Blippar Limited, Infinity Augmented Reality Limited, Niantic, Inc., Zappar Limited., Magic Leap, Incorporated, and Wikitude GmbH.

Latest Developments

Augmented And Virtual Reality (AR/VR) Market Key Developments And Mergers

In January 2022, HTC launched a wrist tracker for the Vive Focus 3. This wearable device aids in tracking by detecting infrared LEDs with its built-in camera sensors. Even when the tracker is obscured from the camera's view, high-frequency IMU data and a sophisticated kinetic model can be used to monitor its motions and trajectories.

In December 2021, Google announced and added a brand-new addition to its collection of augmented reality (AR) devices: AR smart glasses that provide users with access to more information, animation, videos, and more lifelike experiences by superimposing digital or computer-generated content over their actual surroundings.

TABLE OF CONTENTS

1 INTRODUCTION OF GLOBAL AUGMENTED AND VIRTUAL REALITY (AR VR) MARKET

• 1.1 Overview of the Market
• 1.2 Scope of Report
• 1.3 Assumptions

2 EXECUTIVE SUMMARY

3 RESEARCH METHODOLOGY OF VERIFIED MARKET RESEARCH

• 3.1 Data Mining
• 3.2 Validation
• 3.3 Primary Interviews
• 3.4 List of Data Sources

4 GLOBAL AUGMENTED AND VIRTUAL REALITY (AR VR) MARKET OUTLOOK

• 4.1 Overview
• 4.2 Market Dynamics
  • 4.2.1 Drivers
  • 4.2.2 Restraints
  • 4.2.3 Opportunities
• 4.3 Porters Five Force Model
• 4.4 Value Chain Analysis

5 GLOBAL AUGMENTED AND VIRTUAL REALITY (AR VR) MARKET, BY AR TECHNOLOGY

• 5.1 Overview
• 5.2 Marker-Based Augmented Reality
• 5.3 Marker-less Augmented Reality

6 GLOBAL AUGMENTED AND VIRTUAL REALITY (AR VR) MARKET, BY VR TECHNOLOGY

• 6.1 Overview
• 6.2 Non-immersive
• 6.3 Semi-and Fully Immersive

7 GLOBAL AUGMENTED AND VIRTUAL REALITY (AR VR) MARKET, BY COMPONANATS

• 7.1 Hardware
• 7.2 Software
• 7.3 Services

8 GLOBAL AUGMENTED AND VIRTUAL REALITY (AR VR) MARKET, BY GEOGRAPHY

• 8.1 Overview
• 8.2 North America
  • 8.2.1 U.S.
  • 8.2.2 Canada
  • 8.2.3 Mexico
• 8.3 Europe
  • 8.3.1 Germany
  • 8.3.2 U.K.
  • 8.3.3 France
  • 8.3.4 Rest of Europe
• 8.4 Asia Pacific
  • 8.4.1 China
  • 8.4.2 Japan
  • 8.4.3 India
  • 8.4.4 Rest of Asia Pacific
• 8.5 Rest of the World
  • 8.5.1 Latin America
  • 8.5.2 Middle East And Africa

9 GLOBAL AUGMENTED AND VIRTUAL REALITY (AR VR) MARKET COMPETITIVE LANDSCAPE

• 9.1 Overview
• 9.2 Company Market Ranking
• 9.3 Key Development Strategies

10 COMPANY PROFILES

• 10.1 Microsoft
  • 10.1.1 Overview
  • 10.1.2 Financial Performance
  • 10.1.3 Product Outlook
  • 10.1.4 Key Developments
• 10.2 Google LLC
  • 10.2.1 Overview
  • 10.2.2 Financial Performance
  • 10.2.3 Product Outlook
  • 10.2.4 Key Developments
• 10.3 Apple, Inc.
  • 10.3.1 Overview
  • 10.3.2 Financial Performance
  • 10.3.3 Product Outlook
  • 10.3.4 Key Developments
• 10.4 Sony Corporation
  • 10.4.1 Overview
  • 10.4.2 Financial Performance
  • 10.4.3 Product Outlook
  • 10.4.4 Key Developments
• 10.5 Blippar Limited
  • 10.5.1 Overview
  • 10.5.2 Financial Performance
  • 10.5.3 Product Outlook
  • 10.5.4 Key Developments
• 10.6 Infinity Augmented Reality Limited
  • 10.6.1 Overview
  • 10.6.2 Financial Performance
  • 10.6.3 Product Outlook
  • 10.6.4 Key Developments
• 10.7 Niantic, Inc.
  • 10.7.1 Overview
  • 10.7.2 Financial Performance
  • 10.7.3 Product Outlook
  • 10.7.4 Key Developments
• 10.8 Zappar Limited.
  • 10.8.1 Overview
  • 10.8.2 Financial Performance
  • 10.8.3 Product Outlook
  • 10.8.4 Key Developments
• 10.9 Magic Leap, Incorporated
  • 10.9.1 Overview
  • 10.9.2 Financial Performance
  • 10.9.3 Product Outlook
  • 10.9.4 Key Developments
• 10.10 Wikitude GmbH
  • 10.10.1 Overview
  • 10.10.2 Financial Performance
  • 10.10.3 Product Outlook
  • 10.10.4 Key Developments

11 Appendix

• 11.1 Related Research