市场调查报告书
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1467653
2024-2032 年延展实境市场报告(按组件、类型、组织规模、应用程式(虚拟实境、扩增实境、混合实境)、最终用户产业和地区)Extended Reality Market Report by Component, Type, Organization Size, Application (Virtual Reality, Augmented Reality, Mixed Reality ), End User Industry, and Region 2024-2032 |
IMARC Group年,全球扩展现实(XR)市场规模达到925亿美元。消费者对XR 技术的认识和接受度不断提高,文化遗产保护和虚拟博物馆的采用率不断提高,以及军事和国防应用程式越来越多地用于训练和模拟,这些都是推动扩展现实市场成长的一些因素。
主要市场驱动因素:游戏、娱乐、医疗保健和教育等行业越来越多地采用沉浸式技术,这是扩展现实市场份额的重要驱动力。
主要市场趋势:将扩增实境(AR)、虚拟实境(VR)和混合实境(MR)技术整合到企业工作流程中是塑造扩展实境市场趋势的关键趋势。
地理趋势:在早期采用、技术进步以及强大的 XR 公司和开发商生态系统的推动下,北美正在引领市场。
竞争格局:Accenture PLC、AugRay LLC、Semcon 和 SoftServe Inc. 是推动扩展现实市场需求的一些主要市场参与者。
挑战与机会:虽然硬体限制和使用者体验等技术挑战仍然存在,但工业培训、虚拟活动和沈浸式故事叙述等领域的扩展现实市场机会比比皆是,推动了扩展现实市场近期发展的创新和成长。
XR 设备和设备的可用性和可承受性不断提高
扩展现实市场统计数据受益于 XR 设备和设备的可用性和可负担性的不断提高。过去,昂贵的 XR 设备仅限于某些行业或爱好者。然而,技术进步、规模经济和竞争加剧催生了更易于使用且更具成本效益的 XR 解决方案。正是透过智慧型手机的扩展,人们才成功地利用了这项技术。如今,大多数智慧型手机都具有 AR 功能,使个人无需任何其他设备即可体验扩增实境。由于采用支援 AR 的手机,这导致了用户群的爆炸式增长和更大的 AR 应用市场。由于独立 VR 耳机的成本比以前更低,它们对用户也更加友好,这使得虚拟实境对于任何想要尝试它的人来说都是一种更容易获得的体验。
在零售和电子商务行业的使用不断增加
XR 技术在零售和电子商务行业的使用不断增加,带来了积极的扩展现实市场前景。 2021年全球扩充现实市场价值达428.6亿美元,截至今年预计成长39.2%,市场扩张速度令人印象深刻。 XR 正在改变购物者浏览和互动产品的方式。 AR 还支援虚拟产品视觉化,客户可以使用智慧型手机或 AR 眼镜将数位家具或装饰品放置在现实生活中。这种互动体验可以帮助消费者想像产品将如何融入他们的家中,从而增强他们做出购买决定的信心。此外,XR 透过互动式显示和个人化推荐增强了店内体验。零售商可以利用 AR/VR 技术来开发互动式产品介绍、沉浸式品牌叙事或虚拟展厅,从而提供独特的客户旅程。
对行销和广告活动的需求不断增长
行销和广告活动中对 XR 的需求不断增长。这正在推动扩展现实市场的收入。 XR 提供了创造更多互动行销的机会,这与旧的做事方式不同。 XR 在行销中的主要应用之一是扩增实境 (AR)。 AR 品牌可以製作互动广告,客户可以扫描印刷媒体或使用行动应用程式接收额外的数位内容,如 3D 模型、动画或产品资讯。这种互动增强了客户参与度和品牌回忆。虚拟实境 (VR) 是另一个可用于行销活动的强大工具。品牌可以建立 VR 体验,将使用者带入与其品牌识别相符的虚拟环境中。这些体验可以展示产品、模拟现实生活场景或製作引起人们共鸣的品牌娱乐内容。混合实境 (MR) 将虚拟和实体景观结合成单一的无缝体验,使用者可以与它们互动。
The global extended reality (XR) market size reached US$ 92.5 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 1,913.7 Billion by 2032, exhibiting a growth rate (CAGR) of 39.2% during 2024-2032. The increasing consumer awareness and acceptance of XR technologies, the rising adoption of cultural heritage preservation and virtual museums, and the growing use of military and defense applications for training and simulations are some of the factors propelling the extended reality market growth.
Major Market Drivers: The increasing adoption of immersive technologies in industries such as gaming, entertainment, healthcare, and education is a significant driver for the extended reality market share.
Key Market Trends: The integration of augmented reality (AR), virtual reality (VR), and mixed reality (MR) technologies into enterprise workflows is a key trend shaping the extended reality market trends.
Geographical Trends: North America is leading the market, driven by early adoption, technological advancements, and a strong ecosystem of XR companies and developers.
Competitive Landscape: Accenture PLC, AugRay LLC, Semcon, and SoftServe Inc. are some of the key market players driving the extended reality market demand.
Challenges and Opportunities: While technical challenges like hardware limitations and user experience remain, extended reality market opportunities abound in sectors such as industrial training, virtual events, and immersive storytelling, driving innovation and growth in the extended reality market recent developments.
Rising availability and affordability of XR devices and equipment
The extended reality market statistics have been benefited by the rising availability and affordability of XR devices and equipment. In the past, there were expensive XR devices that were limited to certain sectors or enthusiasts. However, technology advancements, economies of scale, and increased competition have resulted in more accessible and cost-effective XR solutions. It is through the expansion of smartphones that people have managed to make use of this tech. Nowadays, most smartphones possess AR features making it possible for individuals to experience augmented reality without any other gadgets. This led to explosion in user base and greater AR applications market due to adoption of AR-ready mobile phones. With standalone VR headsets being less costly than before, they are also friendlier for users which makes virtual reality a more accessible experience for anyone wanting to try it out.
Rising use in the retail and e-commerce industry
The use of XR technologies in the retail and e-commerce industry has been rising, leading to a positive extended reality market outlook. The global extended reality market 2021 value reached US$ 42.86 Billion, and as of the current year, is expected to grow at 39.2%, which indicates an impressive market expansion rate. XR is changing how shoppers browse and engage with products. AR also enables virtual product visualization where using their smartphones or AR glasses, customers are able to place digital furniture or decor items within real-life settings. This interactive experience helps consumers envision how products will fit into their homes thus bolstering confidence in purchase decisions made thereof. Furthermore, XR enhances the in-store experience through interactive displays and personalized recommendations. Retailers can utilize AR/VR technology to develop interactive product introductions, an immersive brand narrative, or virtual showrooms that will provide distinctive customer journeys.
Growing demand for marketing and advertising campaigns
There is a growing demand for XR in marketing and advertising campaigns. This is driving the extended reality market revenue. XR presents an opportunity to create more interactive marketing which is different from the old ways of doing things. One of the main applications of XR in marketing is augmented reality (AR). AR brands may create interactive commercials, whereby customers can scan print media or use mobile apps to receive extra digital content like 3D models, animations, or product information. Such kind of interaction enhances customer engagement and brand recall. Virtual reality (VR) is another strong tool that can be used in marketing campaigns. Brands can build VR experiences that take users into virtual environments matching their brand identity. These experiences could demonstrate products, simulate real-life scenarios, or produce branded entertainment content that strikes a chord with people. Mixed reality (MR) combines both virtual and physical landscapes into a single seamless experience where users interact together with them.
IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the global, regional, and country levels for 2024-2032. Our report has categorized the market based on component, type, organization size, application, and end user industry.
Hardware
Software
Services
The report has provided a detailed breakup and analysis of the market based on the component. This includes hardware, software, and services.
Consumer Engagement
Business Engagement
Consumer engagement holds the largest share of the industry
A detailed breakup and analysis of the market based on the type have also been provided in the report. This includes consumer and business engagement. According to the report, consumer engagement accounted for the largest market share.
Customer engagement is increasing the extended reality market price. XR technologies engage customers with some unique and interactive touch. Customers want unique experiences even if it is virtual reality (VR) or mixed reality (MR). Marketing campaigns that are innovative, virtual try-on, and branded content are some of the efforts made for consumer engagement by businesses on XR. High consumer engagement will enhance brand visibility and customer loyalty, thus driving market demand.
Small and Medium-sized Enterprises
Large Enterprises
The report has provided a detailed breakup and analysis of the market based on the organization size. This includes small and medium-sized enterprises and large enterprises.
Virtual Reality (VR)
Augmented Reality (AR)
Mixed Reality (MR)
Virtual reality (VR) represents the leading market segment
The report has provided a detailed breakup and analysis of the market based on the application. This includes virtual reality (VR), augmented reality (AR), and mixed reality (MR). According to the report, the virtual reality (VR) represented the largest segment.
Virtual reality (VR) means creating computer-generated environments that can immerse users into entirely synthetic worlds. VR applications include gaming and entertainment up to training and simulations. This has resulted in the rise in demand for VR games as well as other forms of entertainment such as virtual travels, digital social interactions, and online training programs in a variety of fields among others. Businesses use XR for better product visualizations, remote collaboration, and interactive marketing purposes. Over time as technology matures cost reduction makes XR more affordable across various industries including education where it is used for experiential learning through institutions adopting it in other sectors like healthcare which employs it to conduct surgical simulations besides treating patients.
Education
Retail
Industrial and Manufacturing
Healthcare
Media and Entertainment
Others
Media and entertainment holds the largest share of the market
A detailed breakup and analysis of the market based on the end user industry have also been provided in the report. This includes education, retail, industrial and manufacturing, healthcare, media and entertainment, and others. According to the report, media and entertainment accounted for the largest market share.
The media and entertainment industry propels the growth of the market. XR technologies are revolutionizing content consumption. This is through VR headsets that provide immersive gaming experiences and interactive storytelling. In AR, real-time information overlays and interactive advertisements are used to enrich live events while MR creates captivating experiences by blurring the line between physical and digital worlds. Companies with a stake in XR content production promote innovation, as well as assist in broadening consumer uptake. As demand for immersive entertainment grows, the media and entertainment sector continues to push the boundaries of XR, thus enlarging this market and shaping future experiences.
North America
United States
Canada
Asia-Pacific
China
Japan
India
South Korea
Australia
Indonesia
Others
Europe
Germany
France
United Kingdom
Italy
Spain
Russia
Others
Latin America
Brazil
Mexico
Others
Middle East and Africa
North America leads the market, accounting for the largest extended reality (XR) market share
The market research report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, North America accounted for the largest market share.
In the XR market, North America leads in innovation. The region has a vibrant XR development ecosystem due to the presence of tech giants, startups, and research organizations. It is home to some of the major companies who are leading in VR, AR, and MR technologies. For example, North America has a strong investment culture and supportive regulatory environment that promotes the growth of XR. Also, diverse industries in this region such as gaming and entertainment as well as healthcare and education are embracing XR for various applications. Due to a large number of consumers demanding immersion experiences, North America remains at the top most global markets.
The key market players are key drivers behind market growth through innovation, investment, and collaboration. They develop cutting-edge VR and AR. It is because they spend heavily on research, product development, and content creation aimed at expanding capabilities and accessibilities within XR solutions. This helps them to expand their ecosystems by working with hardware manufacturers, software developers, and content creators. New innovative start-ups contribute towards specialized solutions thus driving competition among niche players. Strategic partnerships with industries such as gaming or education contribute greatly in driving the adoption of XR leading to its expansion on the market.
Accenture PLC
AugRay LLC
Dassault Systemes SolidWorks Corporation (Dassault Systemes)
Qualcomm Incorporated
Semcon
SoftServe Inc.
Softweb Solutions Inc. (Avnet Inc.)
SphereGen Technologies LLC
Varjo
VertexPlus Technologies Limited
(Please note that this is only a partial list of the key players, and the complete list is provided in the report.)
April 2, 2024: Accenture PLC agreed to acquire Intellera Consulting, an Italian consultancy firm operating in the public administration and healthcare sectors. The company is planning to improve digital transformation capabilities for Italy's public sector.
March 18, 2024: Semcon announced that it has signed a new framework agreement with Sinfra, which is a national procurement centre with many member companies in district heating, electricity operations, sewage, and water.
March 7, 2024: SoftServe Inc., an IT consulting and digital services provider, announced that it has become an inaugural partner to obtain the Amazon Web Services (AWS) Generative AI Competency.