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EMARKETER

Smart Glasses and Digital Natives Fuel AR/VR Market Evolution

Despite Slowing Growth, Device and Platform Transformation Create New Commercial Opportunities

Report by Jacob Bourne  |  May 14, 2025
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Table of Contents
Executive Summary
AR/VR growth slows, while gaming maintains its dominance
New frontiers beyond gaming unlock the practical value of AR/VR
Technological advancements create wild cards for adoption
Recommendations for marketers and retailers
EMARKETER Interviews
Sources
Media Gallery
About This Report
AR/VR continues to evolve as a tool for marketers and retailers to develop deeper consumer engagement. Long-term growth will be helped by AI integrations and demographic shifts. And while gaming is still the top use case, smart glasses are on the rise.
Topics
Augmented & Virtual Reality
Generation Z
Retail Marketing
United States
Table of Contents
Executive Summary
AR/VR growth slows, while gaming maintains its dominance
New frontiers beyond gaming unlock the practical value of AR/VR
Technological advancements create wild cards for adoption
Recommendations for marketers and retailers
EMARKETER Interviews
Sources
Media Gallery

AR/VR technologies remain essential for marketers despite slowing growth rates, with smart glasses emerging as potential successors to the smartphone. Strategic approaches to immersive technology adaptation are needed as AI transforms user experiences and demographic shifts drive market momentum.

Key Question: How should marketers and retailers prepare for AR/VR adoption as it evolves from a gaming-dominated niche to a potential smartphone competitor?

The Gap Between AR and VR Adoption Will More Than Double From 2023 to 2029 (AR vs. VR users as a % of US population, 2023-2029)
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Key Stat: AR adoption will pass 30% of the US population in 2025. Meanwhile, VR will be used by just 26.8% of the population by the end of our forecast period in 2029.

This report can help you:

  • Determine market sizing (brands, media platforms, agencies, solution providers)
  • Develop media strategy (brands, agencies)
  • Allocate budget for campaigns (brands, agencies)

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

6charts

Reliable data in simple displays for presentations and quick decision making.

3expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. AR/VR growth slows, while gaming maintains its dominance
    3. New frontiers beyond gaming unlock the practical value of AR/VR
    1. Technological advancements create wild cards for adoption
    2. Recommendations for marketers and retailers
    3. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    The Gap Between AR and VR Adoption Will More Than Double From 2023 to 2029 (AR vs. VR users as a % of US population, 2023-2029)Gen Zers Will Exceed Millennials in VR Adoption in the US by 2026 (millions of US Gen Z vs. millennial VR users, 2023-2029)
    VR Headsets Will Remain Far From Mainstream and Face Slowing User Growth (VR headset users as a % of US population, 2021-2029)The Majority of AR Users Will Shop With the Tech Starting in 2025 (AR shoppers as a % of US AR users, 2023-2029)
    40% of Office Workers Would Rather Use VR to Work Remotely Than Go to a Physical Office (% of US in-person workers* vs. total adults, Feb 2025)Urbanites and Parents Are Poised to Lead Smart Glasses Adoption (% of US consumers who are interested in buying smart glasses in the next 12 months, by parental status and community type, March 2025)

    Interviewed for This Report

    Belinda Conde
    Datos, A Semrush Company
    SVP, Marketing
    Interviewed April 8, 2025
    Eli Goodman
    Datos, A Semrush Company
    CEO and Co-Founder
    Interviewed April 9, 2025
    Randy Marsden
    Skidattl
    CEO
    Interviewed April 8, 2025

    authors

    Jacob Bourne

    Contributors

    Delfina Huergo Bensadon
    Chris Keating
    Penelope Lin
    Director, Data Visualization
    Wendy Malloy
    Director, Reports Editor
    Sakina Thanawala
    Copy Editor
    Matt Torpey
    Senior Chart Editor
    Emman Velasco
    Chart Editor
    Yoram Wurmser
    Principal Analyst
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