Once the domain of gamers and young social media users, AR and VR are entering the mainstream. This year, more than a quarter of the US population will use AR and nearly a fifth will use VR. As device-makers improve VR headsets and AR spreads to new use cases, the number of AR and VR users will continue to grow over the next four years, with AR outpacing VR.

Nearly 2 in 5 augmented reality (AR) users in the US will shop with the technology this year, for a total of 35.0 million retail AR users. That base is up 18.8% from last year and will continue to grow at double-digit rates through 2024 as shoppers make use of virtual try-on and product visualization features.

Augmented reality (AR) is becoming more widely available on social platforms. It’s mainly been a tool for entertainment and brand awareness, but the pandemic is pushing marketers to explore new use cases.

Usage and ad revenues have taken hits in recent months, but both companies are moving forward with new ad products—and they offer unique features that are causing some marketers to give them a second look.