2026 年至 2032 年扩增实境和虚拟实境市场（按 AR 技术、VR 技术、组件和地区划分）

扩增实境和虚拟实境市场评估 - 2026-2032

扩增实境和虚拟实境技术日益增长的需求源于其在各行各业的革命性潜力。扩增实境和虚拟实境正在改变人们在医疗保健、教育和製造等行业学习、训练和与数位材料互动的方式。例如，在医疗保健领域，这些技术用于手术模拟、病患诊断和治疗，使专家能够在安全的虚拟环境中执行困难的手术，使市场在 2024 年的收益超过 237.3 亿美元，到 2032 年的估值达到约 2,148.2 亿美元。

由于客户渴望获得更身临其境和更具吸引力的体验，娱乐和游戏领域正在推动对扩增实境和虚拟实境的需求成长。 VR头戴装置和 AR 应用程式正在改变人们与游戏、电影和虚拟世界互动的方式，提供传统媒体前所未有的真实感和沈浸感。此外，远距工作和虚拟协作的兴起正在推动 AR 和 VR 技术在商业领域的应用，使市场在 2026-2032 年期间的复合年增长率达到 31.70%。

扩增实境和虚拟实境市场：定义/概述

扩增实境和虚拟实境是身临其境型技术，改变了人们与数位环境互动的方式。扩增实境(AR) 是使用智慧型手机、平板电脑和 AR 眼镜等设备将影像、声音和文字等数位内容应用到现实世界环境中。 AR 并不是让使用者完全沉浸在虚拟环境中，而是透过将现实世界的体验与数位资讯结合来开发互动层。

扩增实境和虚拟实境正在各个行业中广泛应用，改变企业和消费者与数位内容互动的方式。扩增实境和虚拟实境正在医疗保健领域用于培训医生、模拟手术和护理患者。在教育领域，AR 透过将数位资讯迭加在实体位置来增强学习体验，而 VR 则提供身临其境型虚拟教室，让学生以更具吸引力的方式探索历史和科学等复杂学科。

扩增实境和虚拟实境可能会在改变远端通讯和工作环境中发挥关键作用。随着越来越多的企业采用混合和远端工作模式，扩增实境和虚拟实境可以使虚拟会议和协作空间比标准视讯会议感觉更加真实和互动。

零售和电子商务对扩增实境和虚拟实境日益增长的需求是否会推动扩增实境和虚拟实境市场的发展？

零售和电子商务对扩增实境(AR) 的需求不断增长是扩增实境和虚拟实境市场发展的关键驱动力。这一趋势是由日益激烈的数位经济竞争中对更好的消费者体验、改进的产品展示和新的行销方法日益增长的需求所推动的。根据美国人口普查局的数据，2021年美国电子商务销售额将超过8,708亿美元，比2020年成长14.2%，比2019年成长50.5%。在线购物的这一惊人发展为AR技术提供了理想的环境。

此外，AR 正在对消费者行为产生重大影响。据小型企业管理局称，使用 AR 技术的企业可以将线上购物者的转换率提高 40%。 2015年至2020年间，美国专利商标局收到的AR相关专利申请增加了211%，显示该领域的技术取得了显着进步。此外，美国国家科学基金会将在 2021 年至 2025 年期间为 AR/VR 研究活动提供超过 1 亿美元的资金，预计这将刺激零售 AR 应用的创新。

过度使用 AR 所带来的健康问题是否会阻碍扩增实境和虚拟实境市场的发展？

过度使用扩增实境和虚拟实境所带来的健康问题可能会长期阻碍市场成长。使用者报告了一系列身体和心理问题，包括眼睛疲劳、头痛、噁心和方向感丧失，由于这些技术的身临其境型，有时被称为「晕动病」。长期使用会导致症状越来越严重，引起潜在客户和企业对使用者安全和健康的担忧。

监管机构和卫生组织可能会对 AR/VR 技术的使用施加严格的规定，以保护使用者的健康，这可能会影响市场成长。公司可能会面临对 AR/VR 设备设计和人体工学的审查，需要对研发进行投资才能有效解决健康问题。

目录

第一章 全球扩增实境与虚拟实境市场简介

• 市场概览
• 研究范围
• 先决条件

第二章执行摘要

第三章：已验证的市场研究调查方法

• 资料探勘
• 验证
• 第一手资料
• 资料来源列表

第四章全球扩增实境与虚拟实境市场展望

• 概述
• 市场动态
  • 驱动程式
  • 限制因素
  • 机会
• 波特五力模型
• 价值链分析

第五章 全球扩增实境与虚拟实境市场（按 AR 技术）

• 概述
• 基于标记的扩增实境
• 无标记扩增实境

第六章 全球扩增实境与虚拟实境市场（按 VR 技术）

• 概述
• 非身临其境型
• 半身临其境型

第七章全球扩增实境和虚拟实境市场（按组件）

• 硬体
• 软体
• 服务

第八章全球扩增实境和虚拟实境市场（按地区）

• 概述
• 北美洲
  • 美国
  • 加拿大
  • 墨西哥
• 欧洲
  • 德国
  • 英国
  • 法国
  • 其他欧洲国家
• 亚太地区
  • 中国
  • 日本
  • 印度
  • 其他亚太地区
• 其他的
  • 拉丁美洲
  • 中东和非洲

9. 全球扩增实境和虚拟实境市场的竞争格局

• 概述
• 各公司市场排名
• 重点发展策略

第十章 公司简介

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

第十一章 附录

• 相关调查

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