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Explore our Research →The big answers: EMARKETER Daily quiz
Article |
Dec 8, 2025
US TikTok users are worth 4x more to advertisers than the global average
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Dec 8, 2025
How Spotify’s 2025 Wrapped for Advertisers can help marketers show up in 2026
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Dec 8, 2025
How commerce media networks can help retailers balance growth and operational efficiency
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Dec 8, 2025
As video podcasts take off, brands face new creative tests
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Dec 8, 2025
Commerce media’s next era: Why 2026 will be a year of “organizational evolution”
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Dec 8, 2025
Royal Bank of Canada outpaces TD Bank in the AI race
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Dec 8, 2025
L’Oréal strengthens portfolio to counter beauty headwinds
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Dec 8, 2025
AI personalization drives adoption among young workplace leaders
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Dec 8, 2025
Meta acquires AI wearables startup Limitless to fuel device ambitions
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Dec 8, 2025
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Learn More →Virtual Reality Users, by Generation
Virtual Reality
Virtual Reality Users by Age
Virtual Reality Users by Gender
Virtual Reality Users by Generation
Augmented Reality
Augmented Reality by Activity
Source: EMARKETER Forecast, April 2025 - October 2025
Note: individuals who experience virtual reality content via any device at least once per month; Gen Alpha are individuals born between 2013 and 2024; Gen Z are individuals born between 1997 and 2012; Millennials are individuals born between 1981 and 1996; Gen X are individuals born between 1965 and 1980; Baby boomers are individuals born between 1946 and 1964
Additional Note: VR immerses a user in a nonfixed, 360-degree visual environment. Users interface with different types of multimedia content via connected TVs, desktop/laptop computers, mobile devices, or headsets. Examples of VR include photos and videos (e.g., Google Earth VR), immersive games (e.g., Avatar: Frontiers of Pandora, Meta Horizon Worlds), and virtual simulations (e.g., product demos, virtual showrooms). Examples of VR headsets include Apple Vision Pro, AuraVisor, HP Reverb, HTC Flow, HTC Vive, Meta Quest, and PlayStation VR.
Methodology: Estimates are based on the analysis of survey and web traffic data from research firms, historical consumer adoption and buying trends, payment adoption trends, reported company data, interviews, demographic and socioeconomic factors, and macroeconomic conditions.