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Explore our Research →The big answers: EMARKETER Daily quiz
Article |
Aug 22, 2025
Nearly half of ad-supported TV viewing is streaming
Article |
Aug 22, 2025
Amazon's evolution, investments raise a host of near-future questions
Article |
Aug 22, 2025
How marketers can embrace Gen Alpha’s spending power
Article |
Aug 22, 2025
Johnson & Johnson adds momentum to pharma’s US manufacturing surge
Article |
Aug 22, 2025
US patients pay vastly different prices for the same healthcare procedures
Article |
Aug 22, 2025
$10 billion Meta-Google cloud pact shows scale beats rivalry
Article |
Aug 22, 2025
Pop Mart milks the Labubu craze
Article |
Aug 22, 2025
Frequent phone use creates key mobile marketing opportunities
Article |
Aug 22, 2025
The best BNPL customers are satisfied credit cardholders
Article |
Aug 22, 2025
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Our Methodology
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Learn More →Virtual Reality Users, by Gender
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 - April 2025
Note: individuals of any age who experience virtual reality content via any device at least once per month
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.