2026 年至 2032 年擴增實境和虛擬實境市場（按 AR 技術、VR 技術、組件和地區分類）

擴增實境和虛擬實境市場評估 - 2026-2032

擴增實境和虛擬實境技術日益成長的需求源於其在各行各業的革命性潛力。擴增實境和虛擬實境正在改變人們在醫療保健、教育和製造等行業學習、訓練和與數位材料互動的方式。例如，在醫療保健領域，這些技術用於手術模擬、病患診斷和治療，使專家能夠在安全的虛擬環境中執行困難的手術，使市場在 2024 年的收益超過 237.3 億美元，到 2032 年的估值達到約 2,148.2 億美元。

由於客戶渴望獲得更身臨其境和更具吸引力的體驗，娛樂和遊戲領域正在推動對擴增實境和虛擬實境的需求成長。 VR頭戴裝置和 AR 應用程式正在改變人們與遊戲、電影和虛擬世界互動的方式，提供傳統媒體前所未有的真實感和沈浸感。此外，遠距工作和虛擬協作的興起正在推動 AR 和 VR 技術在商業領域的應用，使市場在 2026-2032 年期間的複合年成長率達到 31.70%。

擴增實境和虛擬實境市場：定義/概述

擴增實境和虛擬實境是身臨其境型技術，改變了人們與數位環境互動的方式。擴增實境(AR) 是使用智慧型手機、平板電腦和 AR 眼鏡等設備將影像、聲音和文字等數位內容應用到現實世界環境中。 AR 並不是讓使用者完全沉浸在虛擬環境中，而是透過將現實世界的體驗與數位資訊結合來開發互動層。

擴增實境和虛擬實境正在各個行業中廣泛應用，改變企業和消費者與數位內容互動的方式。擴增實境和虛擬實境正在醫療保健領域用於培訓醫生、模擬手術和護理患者。在教育領域，AR 透過將數位資訊疊加在實體位置來增強學習體驗，而 VR 則提供身臨其境型虛擬教室，讓學生以更具吸引力的方式探索歷史和科學等複雜學科。

擴增實境和虛擬實境可能會在改變遠端通訊和工作環境中發揮關鍵作用。隨著越來越多的企業採用混合和遠端工作模式，擴增實境和虛擬實境可以使虛擬會議和協作空間比標準視訊會議感覺更加真實和互動。

零售和電子商務對擴增實境和虛擬實境日益成長的需求是否會推動擴增實境和虛擬實境市場的發展？

零售和電子商務對擴增實境(AR) 的需求不斷成長是擴增實境和虛擬實境市場發展的關鍵驅動力。這一趨勢是由日益激烈的數位經濟競爭中對更好的消費者體驗、改進的產品展示和新的行銷方法日益成長的需求所推動的。根據美國人口普查局的數據，2021年美國電子商務銷售額將超過8,708億美元，比2020年成長14.2%，比2019年成長50.5%。在線購物的這一驚人發展為AR技術提供了理想的環境。

此外，AR 正在對消費者行為產生重大影響。據小型企業管理局稱，使用 AR 技術的企業可以將線上購物者的轉換率提高 40%。 2015年至2020年間，美國專利商標局收到的AR相關專利申請增加了211%，顯示該領域的技術取得了顯著進步。此外，美國國家科學基金會將在 2021 年至 2025 年期間為 AR/VR 研究活動提供超過 1 億美元的資金，預計這將刺激零售 AR 應用的創新。

過度使用 AR 所帶來的健康問題是否會阻礙擴增實境和虛擬實境市場的發展？

過度使用擴增實境和虛擬實境所帶來的健康問題可能會長期阻礙市場成長。使用者報告了一系列身體和心理問題，包括眼睛疲勞、頭痛、噁心和方向感喪失，由於這些技術的身臨其境型，有時被稱為「暈動病」。長期使用會導致症狀越來越嚴重，引起潛在客戶和企業對使用者安全和健康的擔憂。

監管機構和衛生組織可能會對 AR/VR 技術的使用施加嚴格的規定，以保護使用者的健康，這可能會影響市場成長。公司可能會面臨對 AR/VR 設備設計和人體工學的審查，需要對研發進行投資才能有效解決健康問題。

目錄

第1章 全球擴增實境與虛擬實境市場簡介

• 市場概覽
• 研究範圍
• 先決條件

第2章執行摘要

第3章：已驗證的市場研究調查方法

• 資料探勘
• 驗證
• 第一手資料
• 資料來源列表

第4章全球擴增實境與虛擬實境市場展望

• 概述
• 市場動態
  • 驅動程式
  • 限制因素
  • 機會
• 波特五力模型
• 價值鏈分析

第5章 全球擴增實境與虛擬實境市場（按 AR 技術）

• 概述
• 基於標記的擴增實境
• 無標記擴增實境

第6章 全球擴增實境與虛擬實境市場（按 VR 技術）

• 概述
• 非身臨其境型
• 半身臨其境型

第7章全球擴增實境和虛擬實境市場（按組件）

• 硬體
• 軟體
• 服務

第8章全球擴增實境和虛擬實境市場（按地區）

• 概述
• 北美洲
  • 美國
  • 加拿大
  • 墨西哥
• 歐洲
  • 德國
  • 英國
  • 法國
  • 其他歐洲國家
• 亞太地區
  • 中國
  • 日本
  • 印度
  • 其他亞太地區
• 其他
  • 拉丁美洲
  • 中東和非洲

第9章 全球擴增實境和虛擬實境市場的競爭格局

• 概述
• 各公司市場排名
• 重點發展策略

第10章 公司簡介

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

第11章 附錄

• 相關調查

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