Which “reality” are marketers opting for—virtual reality or augmented reality? As the two technologies evolve, adoption patterns differ. VR remains largely rooted in the gaming industry, whereas AR is becoming mainstream thanks to a host of technological advances and big-tech backing that makes it accessible on smartphones.

More than 35 million Americans are enhancing their social media experiences with augmented reality (AR), according to our estimates. In today’s “eMarketer Daily Forecast,” forecasting analyst Showmik Podder provides a quick look at AR usage among US social network users. Tune in.

In today’s “eMarketer Daily Forecast” video, forecasting analyst Eric Haggstrom dives into our numbers for augmented reality (AR) audiences. Watch now.

In the latest episode of "Behind the Numbers," we look at the state of augmented reality today and what the future may hold. Will AR largely be a smartphone function, or will other devices come into play?

eMarketer principal analysts Nicole Perrin and Yory Wurmser discuss which companies are the best at marketing, and why. They also talk about consumer willingness to share their location, free speech on YouTube and some of the ways brands are using augmented reality.

eMarketer principal analyst Mark Dolliver and junior analysts Blake Droesch and Lucy Koch discuss the importance of online reviews, Facebook's suggested EU regulations, WhatsApp reaching 2 billion users, another potential Snapchat redesign, Apple's augmented reality shopping, which country's national animal is a unicorn and more.

eMarketer principal analyst Mark Dolliver and vice president of content studio Paul Verna talk about a new subscription ad-avoiding service, data privacy in 2020, TV show companion podcasts, Pinterest's new AR tool, giving up on newspapers, Atari-branded hotels and more.

eMarketer forecasting analyst Eric Haggstrom and vice president of content studio Paul Verna discuss Disney's new streaming service and whether its success will last. They then talk about NBCUniversal's Peacock video platform details, an augmented reality contact lens and why esports is coming to Imax.

“Try before you buy,” AR and an improved online experience will breathe new life into established ecommerce categories like apparel and accessories, furniture and home furnishings, and toys and hobbies by the end of our 2023 forecast period.

Reels allows Instagram users to create short, 15-second videos, set them to music, and add augmented reality (AR) effects. Reels is currently available in 50 countries, including the US. Instagram users can post their own Reels to their Stories—where they will live for 24 hours—or to their feeds, where they will appear in a dedicated Reels tab.

Smart mirrors, touchscreen wall displays and an augmented reality (AR) foot comparison chart are some of its digital efforts to drive traffic to physical retail locations. “We’re integrating [the stores] with data and technology,” Margolis said. “We’ve revamped our omnichannel approach and created new floor plans that are designed for social distancing.

How brands can do it themselves

Seven experts discuss the state of the market

Reels allows Instagram users to create short, 15-second videos, set them to music, and add augmented reality (AR) effects. Reels is currently available in 50 countries, including the US. Instagram users can post their own Reels to their Stories—where they will live for 24 hours—or to their feeds, where they will appear in a dedicated Reels tab.