市場調查報告書
商品編碼
1467653
2024-2032 年延展實境市場報告(按組件、類型、組織規模、應用程式(虛擬實境、擴增實境、混合實境)、最終用戶產業和地區)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,全球延展實境(XR)市場規模達到925億美元。消費者對XR 技術的認知和接受度不斷提高,文化遺產保護和虛擬博物館的採用率不斷提高,以及軍事和國防應用程式擴大用於訓練和模擬,這些都是推動延展實境市場成長的一些因素。
主要市場促進因素:遊戲、娛樂、醫療保健和教育等行業擴大採用沉浸式技術,這是延展實境市場佔有率的重要驅動力。
主要市場趨勢:將擴增實境(AR)、虛擬實境(VR)和混合實境(MR)技術整合到企業工作流程中是塑造擴展實境市場趨勢的關鍵趨勢。
地理趨勢:在早期採用、技術進步以及強大的 XR 公司和開發商生態系統的推動下,北美正在引領市場。
競爭格局:Accenture PLC、AugRay LLC、Semcon 和 SoftServe Inc. 是推動延展實境市場需求的一些主要市場參與者。
挑戰與機會:雖然硬體限制和使用者體驗等技術挑戰仍然存在,但工業培訓、虛擬活動和沈浸式故事敘述等領域的延展實境市場機會比比皆是,推動了延展實境市場近期發展的創新和成長。
XR 器材與設備的可用性和可承受性不斷提高
延展實境市場統計數據受益於 XR 器材與設備的可用性和可負擔性的不斷提高。過去,昂貴的 XR 設備僅限於某些行業或愛好者。然而,技術進步、規模經濟和競爭加劇催生了更易於使用且更具成本效益的 XR 解決方案。正是透過智慧型手機的擴展,人們才成功地利用了這項技術。如今,大多數智慧型手機都具有 AR 功能,使個人無需任何其他設備即可體驗擴增實境。由於採用支援 AR 的手機,這導致了用戶群的爆炸式成長和更大的 AR 應用市場。由於獨立 VR 耳機的成本比以前更低,它們對用戶也更加友好,這使得虛擬實境對於任何想要嘗試它的人來說都是一種更容易獲得的體驗。
在零售和電子商務行業的使用不斷增加
XR 技術在零售和電子商務行業的使用不斷增加,帶來了積極的延展實境市場前景。 2021年全球擴充現實市場價值達428.6億美元,截至今年預計成長39.2%,市場擴張速度令人印象深刻。 XR 正在改變購物者瀏覽和互動產品的方式。 AR 還支援虛擬產品視覺化,客戶可以使用智慧型手機或 AR 眼鏡將數位家具或裝飾品放置在現實生活中。這種互動體驗可以幫助消費者想像產品將如何融入他們的家中,從而增強他們做出購買決定的信心。此外,XR 透過互動式顯示和個人化推薦增強了店內體驗。零售商可以利用 AR/VR 技術來開發互動式產品介紹、沉浸式品牌敘事或虛擬展廳,從而提供獨特的客戶旅程。
對行銷和廣告活動的需求不斷成長
行銷和廣告活動中對 XR 的需求不斷成長。這正在推動延展實境市場的收入。 XR 提供了創造更多互動行銷的機會,這與舊的做事方式不同。 XR 在行銷中的主要應用之一是擴增實境 (AR)。 AR 品牌可以製作互動廣告,客戶可以掃描印刷媒體或使用行動應用程式接收額外的數位內容,如 3D 模型、動畫或產品資訊。這種互動增強了客戶參與度和品牌回憶。虛擬實境 (VR) 是另一個可用於行銷活動的強大工具。品牌可以建立 VR 體驗,將使用者帶入與其品牌識別相符的虛擬環境中。這些體驗可以展示產品、模擬現實生活場景或製作引起人們共鳴的品牌娛樂內容。混合實境 (MR) 將虛擬和實體景觀結合成單一的無縫體驗,使用者可以與它們互動。
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.