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擴增實境(XR) - 市場佔有率分析、產業趨勢與統計、成長預測（2024-2029）

Extended Reality (XR) - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)
出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3個工作天內

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簡介目錄

擴增實境市場規模預計在 2024 年為 1,119.7 億美元，預計到 2029 年將達到 6,154.9 億美元，預測期內（2024-2029 年）的複合年成長率為 40.61%。

擴充現實 (XR)-市場-IMG1

關鍵亮點

  • 擴增實境（XR）是身臨其境型技術的總稱，包括虛擬實境（VR）、擴增實境（AR）和混合實境（MR），以及這些技術有望帶來的未來現實。市場需求是由對更近的個人距離和更好的視覺訊息日益成長的需求所驅動的。
  • 虛擬實境是電腦技術的應用，主要目的是產生模擬環境。與傳統使用者介面相比，VR 允許使用者完全參與沉浸式體驗，而不是簡單地觀察監視器螢幕。這項技術透過提供視覺、觸覺、聽覺和嗅覺的多感官模擬，無疑在許多方面徹底改變了世界。
  • 基於手勢的計算是指使用人體與數位資源互動的介面，而不是遊戲控制器、滑鼠、鍵盤或語音輸入等傳統輸入設備。基於滑鼠的電腦輸入的出現見證了小鍵盤從線性尺寸向2D尺寸的演變，下一步是基於手勢的技術，描述了將人類帶入計算過程的3D輸入。
  • 智慧型設備的小型化和改進趨勢預計將導致能夠整合到人體中的感測器和電子系統越來越小。智慧型裝置和許多其他物聯網 (IoT) 趨勢正在推動小型化趨勢。
  • XR 技術面臨的最大挑戰之一是培訓更廣泛的受眾。目前正在開發的應用程式（可在平板電腦、智慧型手機和穿戴式裝置上使用）僅限於單一使用者使用。為了讓 XR 更容易訪問，我們必須創造多用戶、一致且簡化的體驗。在目前的市場情況下，此類解決方案的可用性有限，對產業發展構成了重大障礙。
  • 此外，2023 年 6 月，蘋果在年度開發者大會 (WWDC) 上發布了一款名為 Vision Pro 的擴增實境(AR) 耳機。蘋果稱 Vision Pro 是一款提供空間運算功能的新型電腦，起價為 3,499 美元。

擴增實境（XR）市場趨勢

媒體和娛樂終端用戶領域佔據主要市場佔有率

  • 過去幾年，媒體公司一直在探索 XR 技術作為講故事的新前沿和潛在的廣告媒介。我們正在與VR頭戴裝置開發人員和廣播 VR 活動的軟體開發人員夥伴關係，探索創造最佳 VR 內容的方法。此外，企業也開始投資VR公司。
  • XR 最大的行銷潛力在於其參與功能，使企業能夠與其產品和服務建立情感連結。 XR 技術使媒體公司能夠更有效地接觸目標受眾。透過模擬真實生活體驗，XR 應用程式使客戶體驗更具互動性和吸引力。因此，數位代理商和媒體購買者可以對您的品牌建立情感依戀。
  • 根據 2023 年遊戲開發者大會的調查，全球整體36% 的遊戲開發者正積極為 Meta Quest虛擬實境頭戴裝置開發遊戲。
  • 對身臨其境型內容創作、虛擬製作、虛擬空間實況活動、增強廣告、空間運算、穿戴式混合實境設備和協作體驗的需求不斷成長，正在推動市場的成長機會。
  • 2024 年 1 月，在高通發布 XR2+ Gen 2 晶片組後，VR 和 MR 設備供應商歌爾與手部偵測提供商 Ultraleap 合作發布了 VR/MR 耳機的參考設計。該設計旨在支援OEM透過 Ultraleap 的 Gemini 框架創建具有高品質手部偵測功能的 MR/VR 設備。 Ultraleap 的電腦視覺和機器學習模型為企業終端用戶提供了低成本的手部偵測整合。
  • 2024 年 1 月，高通科技公司發表了驍龍 XR2+ Gen 2 平台。這款單晶片結構以每秒 90 幀的速度提供 4.3K 空間運算，為工作和娛樂提供更清晰的視覺效果。搭載 Snapdragon XR2+ Gen 2 的裝置支援同時使用 12 個或更多鏡頭，並配備強大的裝置內建 AI，可輕鬆追蹤使用者、他們的動作以及周圍的世界，從而實現更輕鬆的導航和融合實體和數位空間的無與倫比的體驗。 Snapdragon XR2+ Gen 2 提供 4.3K 解析度，透過為房間規模螢幕、真人大小疊加和虛擬桌面等使用案例提供令人驚嘆的視覺清晰度，將生產力和娛樂提升到一個新的水平。
  • 總體而言，由於這些發展、技術進步和產品發布的增加，預計該領域在整個預測期內將見證充足的成長機會。

北美佔據主要市場佔有率

  • 在全球範圍內，美國是擴增實境(AR)、虛擬實境 (VR) 和混合實境(MR) 領域最具創新性的市場之一。大多數推廣該技術的公司都位於美國。該地區對技術的高曝光度和智慧型設備的易用性正在創造強勁的需求。微軟的AR產品HoloLens率先在美國和加拿大地區推出，並獲得了當地用戶的一致好評。
  • 此外，美國政府正在尋找直接和間接的方式來利用這些技術來促進創新和繁榮，預計該地區將擁有相當大的市場佔有率。此外，美國國務院外交學院正在將 VR 作為體驗式學習工具融入某些培訓課程中。
  • 此外，還正在實施各種 AR 和 VR 培訓計劃，以培養當地勞動力和管理污水。該地區也以技術普及率高和資源易得為主，對擴增實境設備的需求強勁。該地區的許多公司正在引入 AR/VR 穿戴式裝置的創新技術。
  • 區域電信業者也積極吸引客戶使用其 5G 網路。因此，這些地區的供應商正在投資和創新軟體和平台，以開發利用即將到來的 5G 技術的 AR 應用程式。
  • 根據GSMA預測，到2025年，北美智慧型手機用戶數量預計將達到3.28億。此外，到2025年，該地區的行動普及率預計將達到86%，網路普及率預計將達到80%，位居全球第二。由於智慧型設備（尤其是智慧型手機）在 AR 技術發展中發揮重要作用，該地區為預測期內研究市場的成長提供了巨大的機會。
  • 擴增實境正在徹底改變零售購物體驗。零售中的 AR 可以讓顧客更好地客製化、互動和使用產品。許多企業正在投資 AR 來改善客戶體驗並創造更無縫的參與。例如，2023年10月，沃爾瑪宣布將投資服裝和家居用品的AR工具。體驗最初將提供 300 件家具和家居裝飾。透過結合生成式人工智慧和擴增實境的力量，沃爾瑪旨在為客戶提供個人化的設計幫助。

擴增實境(XR) 產業概覽

擴增實境市場較分散，主要參與者包括 Qualcomm Technologies Inc.、Accenture PLC、SoftServe Inc.、SphereGen Technologies LLC 和 Northern Digital Inc.。該市場中的參與企業正在採用夥伴關係、創新、投資、併購等策略來增強其產品供應並獲得永續的競爭優勢。

  • 2024 年 1 月：高通推出用於擴增實境(XR) 耳機的 Snapdragon XR2+ Gen 2 晶片。由於較高的 GPU 和 CPU 頻率，該晶片可以支援每秒 90 幀 (fps) 的 4.3K 空間運算。該解決方案可與蘋果的 Apple Vision Pro 相競爭，後者可支援 12 個以上相機同時運行，並配備裝置內建 AI 來追蹤使用者的動作和周圍的事物。
  • 2023 年 11 月：Varjo Technologies Oy 宣布推出其新一代高保真混合實境頭戴裝置 XR-4 系列。該系列包括高解析度顯示器、自動對焦相機以及適用於工業和企業用途的新功能。 XR-4 系列是「混合實境」頭戴式裝置系列，它提供逼真的沉浸式體驗，將電腦生成的模擬物件與現實世界融為一體。

其他福利

  • Excel 格式的市場預測 (ME) 表
  • 3個月的分析師支持

目錄

第1章 引言

  • 研究假設和市場定義
  • 研究範圍

第2章調查方法

第3章執行摘要

第4章 市場洞察

  • 市場概覽
  • 產業吸引力-波特五力分析
    • 供應商的議價能力
    • 消費者議價能力
    • 新進入者的威脅
    • 替代品的威脅
    • 競爭對手之間的競爭
  • 技術簡介
  • COVID-19 和其他宏觀經濟因素對市場的影響

第5章市場動態

  • 市場促進因素
    • 手勢計算的採用率不斷提高
    • 智慧型裝置越來越小型化
  • 市場限制
    • 實施過程在技術和成本方面的複雜性
    • 實施成本高且易受網路攻擊

第6章市場區隔

  • 按解決方案
    • 消費者參與
    • 商業參與
  • 按應用
    • 虛擬實境（VR）
    • 擴增實境（AR）
    • 混合實境
  • 按最終用戶產業
    • 教育
    • 零售
    • 工業/製造業
    • 醫療保健
    • 媒體與娛樂
    • 其他
  • 按地區
    • 北美洲
    • 歐洲
    • 亞洲
    • 澳洲和紐西蘭
    • 拉丁美洲
    • 中東和非洲

第7章競爭格局

  • 公司簡介
    • Qualcomm Technologies Inc.
    • Accenture PLC
    • SoftServe Inc.
    • SphereGen Technologies LLC
    • Northern Digital Inc.（Roper Technologies Inc.）
    • Microsoft Corporation
    • Softweb Solutions Inc.（Avnet Inc.）
    • Tata Elxsi Limited
    • Varjo Technologies Oy
    • Talespin Reality Labs Inc.

第8章投資分析

第9章：市場的未來

簡介目錄
Product Code: 66879

The Extended Reality Market size is estimated at USD 111.97 billion in 2024, and is expected to reach USD 615.49 billion by 2029, growing at a CAGR of 40.61% during the forecast period (2024-2029).

Extended Reality (XR) - Market - IMG1

Key Highlights

  • Extended reality (XR) is an umbrella word for immersive technologies, including virtual reality (VR), augmented reality (AR), mixed reality (MR), and additional future realities that these technologies are expected to bring. The market need is driven by increased demand for shorter distances between individuals and better visual information.
  • Virtual reality is the utilization of computer technology primarily aimed at generating a simulated environment. In contrast to the conventional user interface, VR enables users to fully engage in an immersive experience rather than merely observe a monitor screen. This technology has undoubtedly revolutionized various aspects globally by providing a multi-sensory simulation encompassing aspects like vision, touch, hearing, and even smell.
  • Gesture-based computing refers to interfaces that employ the human body to communicate with digital resources rather than traditional input devices such as a game controller, a mouse, a keyboard, or a voice-entry method. The advent of the mouse-enabled computer input is set to evolve beyond the linear dimension of the keypad to two dimensions, with gesture-based technology emerging as the next stage in that development, providing three-dimensional input that incorporates people in the computing process.
  • The miniaturization trend and improvements in smart devices are expected to result in ever smaller sensors and electronic systems that can be integrated into the human body. Smart gadgets and many other Internet of Things (IoT) applications are driving the miniaturization trend.
  • One of the most challenging difficulties confronting XR technology is training a larger audience. The current applications in development (for usage on tablets, smartphones, and wearables) are restricted to a single user. To make XR more accessible, multi-user, consistent, and simplified experiences must be created. The availability of such solutions in the present market scenario is restricted, posing a substantial impediment to the growth of the industry.
  • Furthermore, in June 2023, Apple unveiled an augmented reality (AR) headset called Vision Pro at its annual Worldwide Developers Conference (WWDC). Apple called Vision Pro a new kind of computer that offers spatial computing with a starting price of USD 3,499.

Extended Reality (XR) Market Trends

Media & Entertainment End-user Segment Holds a Significant Market Share

  • Over the last few years, media companies have examined XR technology as a new frontier for storytelling and a possible advertising outlet. They have formed partnerships with companies developing VR headsets and software developers broadcasting VR events in order to determine how to build the best VR content. Furthermore, some firms are also beginning to invest in VR companies.
  • The XR's greatest marketing potential lies in its engagement capabilities, which allow companies to build emotional connections to their products and services. With XR-powered technology, media companies can reach their target audience more effectively. By simulating real-world experience, XR applications make the customer experience more interactive, engaging, and appealing. As a result, digital agencies and media buyers can build an emotional attachment to their brands.
  • According to the Game Developers Conference 2023, 36% of responding game developers globally are actively developing games for the Meta Quest virtual reality headset.
  • The growing demand for immersive content creation, virtual production, live events in virtual spaces, augmented advertising, spatial computing, wearable MR devices, and collaborative experiences drives growth opportunities for the market.
  • In January 2024, VR and MR device vendor Goertek partnered with hand-tracking provider Ultraleap to announce a VR/MR headset reference design that followed Qualcomm's XR2+ Gen 2 chipset revealment, where Qualcomm also revealed the new reference design. The design intends to support OEMs creating MR/VR devices with high-quality hand-tracking features from Ultraleap's Gemini framework. Ultraleap's computer vision and machine learning models enable low-cost hand-tracking integration for enterprise end users.
  • In January 2024, Qualcomm Technologies Inc. launched the Snapdragon XR2+ Gen 2 Platform, a single-chip architecture that provides 4.3K spatial computing at 90 frames per second for better visual clarity throughout work and plays. Supporting 12 or more concurrent cameras with powerful on-device AI, Snapdragon XR2+ Gen 2-powered devices can also effortlessly track the user, their movements, and the world around them for effortless navigation and unparalleled experiences that merge physical and digital spaces. Snapdragon XR2+ Gen 2 unlocks 4.3K resolution, taking productivity and entertainment to the next level by bringing spectacularly clear visuals to use cases such as room-scale screens, life-size overlays, and virtual desktops.
  • Overall, due to the rise in such developments, technological advancements, and product launches, the segment studied is anticipated to witness ample growth opportunities throughout the forecast period.

North America Holds a Significant Market Share

  • Globally, the United States has been one of the most highly innovative augmented reality (AR), virtual reality (VR), and mixed reality (MR) markets. Most of the companies advancing this technology are based in the United States. The region's high technology exposure and the ease of use of smart devices have created strong demand. Microsoft's AR product, Hololens, was first released in the United States and Canada, and it received a positive response from users in the country.
  • The region is also expected to hold a significant market share, as the US government has been finding both direct and indirect ways to use these technologies to facilitate innovations and promote prosperity. Moreover, the Foreign Service Institute at the State Department has introduced VR as an experiential learning tool in specific training.
  • Moreover, various AR and VR training programs have been implemented to develop local workforces and manage wastewater. The region also dominates the market owing to the high technology exposure and the easy availability of resources, creating robust demand for extended reality devices. Many companies in the region are deploying innovative technology into their AR/VR wearables.
  • Regional telecom companies are also aggressively attracting customers to use their 5G networks. Hence, these regional vendors are investing and innovating software and platforms for the development of AR applications by leveraging the upcoming 5G technology.
  • According to GSMA, the number of smartphone subscribers across North American countries is expected to reach 328 million by 2025. Moreover, by 2025, the region is also expected to witness an increase in the penetration rates of mobile (86%) and internet (80%), recording the second-highest rates globally. As smart devices, especially smartphones, play a major role in the development of AR technology, the region offers a huge opportunity for the growth of the market studied over the forecast period.
  • Augmented reality is revolutionizing retail shopping experiences; with AR in retail, customers can customize, interact, and engage with products better. Several companies are investing in AR to enhance their customers' experience and create a more seamless engagement. For instance, in October 2023, Walmart announced that it was investing in AR tools for apparel and home products. This experience will initially be available for 300 furniture and home decor items. By combining the power of generative AI and AR, Walmart aims to provide customers with personalized design assistance.

Extended Reality (XR) Industry Overview

The extended reality market is fragmented, with major players like Qualcomm Technologies Inc., Accenture PLC, SoftServe Inc., SphereGen Technologies LLC, and Northern Digital Inc. Players in the market are adopting strategies such as partnerships, innovations, investments, mergers, and acquisitions to enhance their product offerings and gain a sustainable competitive advantage.

  • January 2024: Qualcomm launched a Snapdragon XR2+ Gen 2 chip for extended reality (XR) headsets that can support 4.3K spatial computing at 90 frames per second (fps) with higher GPU and CPU frequencies. This is the competing solution for Apple's Apple Vision Pro, which can support 12 or more concurrent cameras with on-device AI to track user movements and things around them.
  • November 2023: Varjo Technologies Oy introduced the next generation of its high-fidelity mixed reality headsets, the XR-4 series. This series includes high-resolution displays, auto-focus cameras, and new capabilities for industrial and enterprise applications. The XR-4 series is a family of "mixed reality" headsets that deliver photorealistic immersive experiences that blend computer-generated simulated objects with the real world.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness - Porter's Five Forces' Analysis
    • 4.2.1 Bargaining Power of Suppliers
    • 4.2.2 Bargaining Power of Consumers
    • 4.2.3 Threat of New Entrants
    • 4.2.4 Threat of Substitutes
    • 4.2.5 Intensity of Competitive Rivalry
  • 4.3 Technology Snapshot
  • 4.4 Impact of COVID-19 Aftereffects and Other Macroeconomic Factors on the Market

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Increasing Adoption of Gesture-based Computing
    • 5.1.2 Growing Trend of Miniaturization in Smart Devices
  • 5.2 Market Restraints
    • 5.2.1 Complexity in the Implementation Process in Terms of Technology and Cost
    • 5.2.2 Vulnerability for Cyber Attacks, Along with the High Cost of Implementation

6 MARKET SEGMENTATION

  • 6.1 By Solution
    • 6.1.1 Consumer Engagement
    • 6.1.2 Business Engagement
  • 6.2 By Application
    • 6.2.1 Virtual Reality (VR)
    • 6.2.2 Augmented Reality (AR)
    • 6.2.3 Mixed Reality (MR)
  • 6.3 By End-user Industry
    • 6.3.1 Education
    • 6.3.2 Retail
    • 6.3.3 Industrial & Manufacturing
    • 6.3.4 Healthcare
    • 6.3.5 Media & Entertainment
    • 6.3.6 Other End-user Industries
  • 6.4 By Geography
    • 6.4.1 North America
    • 6.4.2 Europe
    • 6.4.3 Asia
    • 6.4.4 Australia and New Zealand
    • 6.4.5 Latin America
    • 6.4.6 Middle East and Africa

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 Qualcomm Technologies Inc.
    • 7.1.2 Accenture PLC
    • 7.1.3 SoftServe Inc.
    • 7.1.4 SphereGen Technologies LLC
    • 7.1.5 Northern Digital Inc. (Roper Technologies Inc.)
    • 7.1.6 Microsoft Corporation
    • 7.1.7 Softweb Solutions Inc. (Avnet Inc.)
    • 7.1.8 Tata Elxsi Limited
    • 7.1.9 Varjo Technologies Oy
    • 7.1.10 Talespin Reality Labs Inc.

8 INVESTMENT ANALYSIS

9 FUTURE OF THE MARKET