全球AR、VR行業(yè)市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

INDUSTRIES

AND

MARKETSAR

&

VR:

market

data

&

analysisMarket

InsightsreportSeptember2023AgendaMarket

OutlookOverviewAppendix45ProductoverviewAuthor7980MarketsizeTrendanalysisKey

marketindicators911SegmentsARSoftware2232424650607074ARHardwareARAdvertisingARCompanyprofilesVR

SoftwareVR

HardwareVR

AdvertisingVR

Companyprofiles2CHAPTER

1Market

OutlookThe

U.S.

is

the

largest

AR

&

VR

market

globally

in

2022Overview:

summary

andkey

takeawaysSummaryARSoftwareAugmented

reality

and

virtualreality

havegainedagreat

dealof

attentioninrecent

?

Largest

AR&VR

segment

in2022,

with

revenues

of

US$11.17

billionworldwideyears.

Big

techcompanies

haveentered

themarket

and

consolidated

theirmarketVRHardwareposition

byacquiringseveral

companies

operating

intheaugmented

andvirtualreality

industry.Withconstantlyimproving

technology

andanincreasing

numberof5G

internet

connections,

themarket

is

set

to

witness

strong

growth

inthefuture..Comparing

thethree

majorAR&VR

markets

–

theU.S.,China,and

Europe

–

theU.S.is

thebiggest

market

in2022

andwill

still

beby2027.

IntheU.S.

market,revenues

of

US$7.57

billion

aregenerated

in2022.

Themarket

isexpected

toalmost

double

inrevenues

reaching

US$14.94

billion

by2027.

Thesecond

biggestAR&VRmarket

is

China

with

amarket

volume

ofUS$5.25

billionin2022.

Growthratesof

xxxannuallywill

lead

torevenues

of

US$11.03

billionin2027.

ThemarketinEurope

isworth

US$6.46

billion

in2022

andARSoftware

being

the

biggestsegment.

Revenues

areexpected

to

grow

ataCAGR(1)of

xxxby2027,

resulting

inrevenues

of

US$13.96

billion.

Overall,

theAR

Hardware

segment

isgrowing

thestrongest,

sincethemarket

recently

emerged

and

new

technological

improvementswill

fuel

growth.?

Second

largest

AR

&VRsegment

in2022,

with

revenues

of

US$7.62

billionworldwide,

growing

at40%

in2022ARAdvertising?

Thesegment

hasrevenues

of

$3.48

billionin2022VRSoftware?

Thesegment

shows

strong

growth

with

aCAGRof

32.4%ARHardware?Thesegment

exhibitsstrong

growth

startingin2020

andwill

reach

aglobalvolume

of

$9.1

billionby2027VRAdvertising?

Isthesmallest

segment

with

only$150

million

inrevenue

in20224Notes:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Sources:The

global

AR

&

VR

revenue

is

expectedto

grow

at

a

CAGR(1)

of

20.0%

toUS$52.0

billion

by

2027Market

size:

revenues

(1/2)Global

revenue

forecast

inbillionUS$52.00.247.80.27.79.143.20.237.40.26.45.56.720.0%(1)5.26.24.431.10.23.34.34.85.64.25.02.425.21.00.22.415.120.21.50.10.514.03.512.613.616.00.911.112.60.10.32.79.40.10.00.512.41.47.62.00.10.00.410.00.95.90.10.00.38.40.64.43.22.314.615.51.611.610.59.48.27.15.76.320172018201920202021202220232024202520262027ARSoftwareVR

HardwareARAdvertisingVR

SoftwareARHardwareVR

Advertising5Notes:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Sources:Europe

shows

the

biggestgrowth

in

AR

&

VR

with

a

CAGR(1)

of

16.3%Market

size:

revenues

(2/2)Total

revenue

forecast

inbillionUS$+15,1%(1)+16,3%(1)+16,2%(1)14.242+14,7%(1)13.61413.43610.7557.05520226.38620226.33920225.42820222027202720272027U.S.EuropeROW(2)ChinaRevenue

2022Revenue

20276Notes:(1)

CAGR:

Compound

Annual

GrowthRate(2)

ROW

:Restofthe

WorldMarket

Insights

2023Sources:The

global

AR

&

VR

user

number

is

expectedto

grow

at

a

CAGR(1)

10.9%

to2.593

billion

in

2027Market

size:

users(1/2)Global

userforecast

inmillion10.9%(1)2,593.12,538.82,466.92,360.42,210.72,008.81,767.01,475.41,206.420191,024.02018202020212022202320242025202620277Notes:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Sources:The

U.S.

shows

the

biggest

growth

in

AR

&

VR

users

with

a

CAGR(1)

of

6.7%Market

size:

users(2/2)Total

userforecast

inmillion+7.3%(1)1,061+2.7%(1)846747740+4.9%(1)404+6.7%(1)31820222822052022202720222027202720222027ROW(2)ChinaEuropeU.S.User

2022User

20278Notes:(1)

CAGR:

Compound

Annual

GrowthRate(2)

ROW

:Restofthe

WorldMarket

Insights

2023Sources:Augmented

Reality

headsets

willcontribute

a

big

share

to

market

growthTrend

analysis(1/2)Augmented

Reality

headsetsfor

more

indepthexperienceTheAugmented

Reality

headsetsare

thelatest

trend

withintheAR&VR

market.Virtual

Reality

headsetsemerged

some

timeagoand

boosted

thegamingandvideoexperience

of

costumers.

Given

that,Augmented

Reality

was

always

prevalent

indifferent

occurrences

but

recently

dragged

alot

ofattention

with

newtechnologycoming

up.Microsoft

released

theirAR

glasses

in2016

andbeingthemarket

leadersofar.However,

Appleisexpected

tojoin

the

market

in2024.

Thiswill

notonly

shiftcompetition

upwards,but

alsosupplyand

demand

will

increase

andintotalwe

willsee

ashiftinthemarket

revenue.

Unfortunately,there

are

notmuchnews

onthefeatures

ofthenew

Appleglasses,

but

ithasbeen

confirmed

to

beanaddontoiPhones.

Itis

expected

tohaveacalculation

power

similar

to

MacBooks,

which

willenhanceconsumers’

experience

toanew

level.

While

onlyhavingaround

3.6million

userworldwide,

thenumberisexpecting

toincrease

toover

106

million

in2027,

makingitthefastestgrowing

segment

withintheAR&VRmarket.9Sources:Market

Insights

2023Metaverse

will

be

one

of

the

most

relevant

topics

with

technologyimprovements

further

enhance

possibilitiesTrend

analysis(2/2)MetaverseEspecially

withtherebranding

ofFacebook’s

“Meta”,thetopicgainedhugeattention.Itsgoal

istoestablish

aconnectionbetween

thedigital

andphysicalworld

inorder

toenhanceconsumer's

experience.

Augmented

and

Virtual

Reality

ismakingthatpossible

bydisplayingvarious

objectswithin

ourphysicalsurroundings

or

bylettingusdiveintoacompletely

new

worldusingauditiveandvisualheadsets.

Thetechnology

allows

consumers

tocreate

theirown

avatars,which

canbeused

toexperience

multiplereal-life

activities,suchasshoppinginamall,playinggames

withother

avatars,interact

and

many

more.OnlyMeta

hasinvested$10

bn.sofarinnew

Virtual

Reality

technology

and

planstofurtherinvestintoAugmentedRealitytechnology

as

well.eCommerceWiththeoutbreak

of

thecovid-19

pandemic,alot

ofnew

innovationsemerged

inthemarket

toextent

theonlineshoppingexperience

of

consumers.

Augmented

Reality

was

avitalstep,since

itallows

consumers

to

havevirtual

try-ons,

leaving

themwith

instantfeedback

and

nofurtherarrival

timeof

ordered

goods.

Thisconcept

is

applicableforall

fashion,or

even

jewelryandmakeupcompanies.

Smart

mirrors

will

helpenhancingthein-store

experience

andmakingtheconsumers

feel

liketheyareactuallyhavingashoppingexperience.

Forinstance,Dior

partnered

withSnapchatin2020

tocreate

innovativetry-onsolutions.

Moreover,

onlinestores

likeIkea

or

Wayfairofferdifferent

solutionstochoose

furnitureanddirectly

putting

theminto

physical

surroundingsusingsmartphone

cameras.10Sources:Market

Insights

2023Several

key

market

indicators

are

responsible

for

a

growing

digital

infrastructureKey

market

indicators:

digitalinfrastructureoverviewInternetUsersConnection

Speed64.1%

of

global

population

usingtheinternet

on

amonthlybasis.Increasing

internet

penetration

buildsthebaseforusingdigitalmedia.23.57

Mbits/sistheglobalaverage

internet

connection

speed.Asconnection

speeds

improves,

services

suchashigh-qualityvideos

and3D

simulation

become

available.Broadband

SubscriptionsSmartphone

Penetration90.9

mobilesubscriptionsper

100

Capita

was

theglobalnumberforbroadbandsubscriptions,

which

isacrucialindicatorto

establish

digitalservices.63.6%

of

global

populationusesmartphone

on

amonthly

basis.11Sources:Market

Insights

2023Internet

penetration

is

especially

high

in

some

European

countries

and

the

U.S.,but

China

is

behindKey

market

indicators:

internet

penetrationInternetpenetration

in202192%91%88%84%82%?

81%Europe74%72%?

64.1%GlobalUKU.S.GermanyFranceSpainItalyChina12Sources:Market

Insights

2023From

a

global

perspective,

broadband

subscriptions

and

connection

speed

arecontinuously

increasingKey

market

indicators:

mobile

broadbandsubscriptionsandaverage

connection

speedGlobal

mobile

broadband

subscriptionsandaverage

connectionspeed116.1112.9109.4105.4101.096.290.985.078.571.563.648.143.739.535.331.327.423.720.317.214.411.920172018201920202021202220232024202520262027Mobile

broadbandsubscription

per

100

capitaAvgconnection

speed13Sources:Market

Insights

2023Over

70%

of

the

Chinese

population

own

a

smartphoneKey

market

indicators:

smartphone

penetrationSmartphone

penetration

in202192%91%87%83%80%?78%Europe72%72%?64%GlobalUKU.S.GermanySpainFranceChinaItaly14Sources:Market

Insights

2023Consumer

behavior

and

socioeconomic

indicators

play

an

important

role

for

thedigital

media

marketKey

market

indicators:

socioeconomic

and

consumer

electronics

overviewPopulationConsumerSpendingNumber

ofindividuals(allages)is7,542

million.

Thenumber

ofindividualslivinginacountry

isakey

indicatorforthemarketsize.Average

consumer

spendingper

capita

of

privatehouseholdswas

US$

6,753.

Knowing

theexpenditure

per

capita

givesnecessary

insightsintoprice

developments

and

theaveragewillingness

to

pay.DemographicsUrban

PopulationShareofolderpeopleinthepopulation

increases,

aswell

as

achangewithintheshareof

maleandfemale

towards

morefemales

inthepopulation.56.9%

of

population

livinginurbanareas.

Thegradualshiftofthepopulation

from

ruraltourbanareas

is

aconstantphenomenon.

Themost

urbanized

regions

generally

haveahighdemandfor

DigitalMedia.15Sources:Market

Insights

2023China

has

by

far

the

largestpopulation,

accounting

for

more

than

19%

of

thetotal

populationKey

market

indicators:

population(1/2)Population

inmillionin20211,4443338468656047ChinaU.S.GermanyUKFranceItalySpain16Sources:Market

Insights

2023Although

more

boys

than

girls

are

born,

the

sex-ratiochanges

over

time

sincewomen

live

longerKey

market

indicators:

population(2/2)Share

ofage

groupsbygender

ofthetotal

population

in20210.0%

100+

0.0%0.0%

95-99

0.0%0.1%0.2%0.4%0.7%90-9485-8980-8475-7970-7465-6960-6455-5950-5445-4940-4435-3930-3425-2920-2415-1910-145-90.1%0.3%0.6%0.9%1.1%1.3%1.7%1.8%2.0%2.1%2.5%2.5%2.9%3.1%3.2%2.9%3.1%3.1%3.5%3.4%4.0%3.9%4.0%3.8%3.7%3.7%3.8%4.0%4.1%4.2%4.1%4.3%4.4%4.5%0-4MaleFemale17Sources:Market

Insights

2023Per-head

consumption

expenditure

in

the

U.S.

is

about

10

times

higher

than

inChinaKey

market

indicators:

consumer

spendingConsumerspending

percapitainUS$

in202141,33624,48121,65120,240France18,73317,133Spain?13,563Europe?

6,753Global4,296ChinaU.S.UKGermanyItaly18Sources:Market

Insights

202378%

of

the

European

and

59%

of

the

global

population

are

living

in

urban

areasKey

market

indicators:

urbanpopulationUrban

population

sharein202184%83%81%81%78%?

78%Europe71%63%?

59%GlobalUKU.S.FranceSpainGermanyItalyChina19Sources:Market

Insights

2023AgendaMarket

OutlookOverviewAppendix45ProductoverviewAuthor7996MarketsizeTrendanalysisKey

marketindicators911SegmentsARSoftware2232424650607074ARHardwareARAdvertisingARCompanyprofilesVR

SoftwareVR

HardwareVR

AdvertisingVR

Companyprofiles20CHAPTER

2SegmentsSEGMENTSAR

SoftwareMarket

sizeUser

numbersAveragerevenue

peruserPenetration

rateAR

Software

will

further

increase

its

presence

throughout

industriesOverview:

assumptionsandtrendsAssumptionsTrendsInourforecast,

we

assume

astrong

market

growth

forARSoftware,

primarily

inthe

Augmented

Reality

informof

social

media

appswas

one

ofthefirstexperiencevery

recent

years.

Whereas

we

assume

thateCommerce

will

bethestrongestgrowing

segment,

withdouble

digitgrowth

upto

2027.consumers

madewith

thattechnology.

Withtherise

of

Snapchat,

Instagramandnow

TikTok,themarket

isimmense

and

hasbyfarthelargest

audience,

sincesocialmedia

appsare

spread

throughouttheentire

society.

Constantimprovements

ofnew

filters,experiences

and

interaction

will

promise

steady

growth

inthefuture.Augmented

reality

isconstantlyimproving

initstechnologies

and

areas

ofusage.While

acoupleof

years

agothetechnology

was

onlyon

theverge

of

evolving,

itisnow

settled

within

the

market,

especially

withtherecent

Metaverse

developmentstakingplace.

Itsupportstheconsumer's

experience

andenables

newpossibilitiesPokémon

Gowas

animportant

stepstone

fortheemergence

ofAugmented

Realityinmobile

gaming.

Itconnected

thevirtualgame

experience

with

thereal

world.of

engagingwith

oursurroundings.

Snapchatlaidahugefoundationbyintroducing

From

thatpointonwards,

manygame

developing

companies

got

theirfeet

intothedifferent

filterpossibilities,

suchthatconsumers

were

abletochangetheirvisualappearance.business,suchthatmore

andmore

ARgames

will

arise.

Oneprominent

company

isNiantic,which

are

alsothe

developers

of

Pokémon

Go.Different

technologies

within

theworld

ofsocial

media,gaming

or

shoppingwilldragmore

people

tothe

useof

certain

apps,sinceitismore

convenient

insomecases,

and

itliftstheexperience.Anotherpromising

useof

ARSoftware

will

beeCommerce.

Takingslow

stepsinthebeginning,AR

technologies

will

beprofound

within

theeCommerce

experience,

asmore

and

more

appsincludethepossibility

toenhanceonline

shopping.Apps

likeIkea

or

Wayfairare

inthe

market

forquitesome

timenow,

however

largefashionor

cosmetic

companies

areentering

the

market

aswell,

forinstanceSephora

orAdidas.23Sources:Market

Insights

2023The

global

AR

Software

revenue

is

expected

to

grow

at

a

CAGR(1)

of

10.4%

toUS$15.5

billion

by

2027Market

size:

revenuesGlobal

revenue

forecast

inbillionUS$15.514.64.413.64.010.4%(1)10.512.63.54.93.511.63.19.42.12.68.21.53.43.27.11.03.02.85.76.30.71.82.55.35.70.61.62.32.11.97.16.76.46.05.04.64.23.83.520172018201920202021202220232024202520262027ARGamingARSocial

MediaAReCommerce24

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Europe

shows

the

biggestgrowth

in

AR

Software

with

a

CAGR(1)

of

10.1%Market

size:

regional

comparison

(1/2)Revenue

forecast

inbillionUS$4.90+8.5%(1)+10.1%(1)1.064.030.843.270.791.52+2.1%(1)2.500.620.661.282.240.782.010.540.812.330.700.7620271.921.001.671.220.4720222027202220272022U.S.EuropeChinaARGamingAReCommerceARSocial

Media25

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023With

revenues

of

US$799.3

million,

Germany

will

be

the

biggestmarket

in

2027Market

size:

regional

comparison

(2/2)Revenue

forecast

inmillionUS$+9.8%(1)799.3+11.1%(1)577.7+8.0%(1)536.1175.6+10.6%(1)407.1499.8129.8133.1+10.1%(1)298.4125.4254.2115.3148.9365.4340.679.8135.0194.487.4245.989.360.5184.688.759.369.090.0369.5202745.5

92.4271.92027258.02027236.9189.3192.3202748.8161.3145.5117.6202290.320222022202220222027GermanyUKFranceItalySpainARGamingAReCommerceARSocial

Media26

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023By

2027,

most

AR

Software

users

willstill

live

in

ChinaUser

numbers:

regional

comparison

(1/2)Numberofusersforecast

inmillions+1.9%(1)1,131.247.31,029.239.569.890.8+2.7%(1)481.637.81,014.02027421.027.7+3.2%(1)898.8202291.2297.223.570.2254.318.176.957.8352.62027323.12022196.92027178.42022ChinaEuropeU.S.ARSocial

MediaARGamingAReCommerce27

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023The

UK

shows

the

strongest

demand

for

AR

Software

in

2027User

numbers:

regional

comparison

(2/2)Numberofusersforecast

inmillions+2.7%(1)+3.2%(1)+3.2%(1)56.96.6+2.3%(1)49.31.749.84.949.85.7+2.5%(1)42.54.38.842.29.840.22.89.613.21.312.910.034.9202235.87.136.04.28.311.831.86.82.23.237.034.732.331.129.426.627.823.421.8202720222027202220272022202720222027UKFranceGermanyItalySpainARSocial

MediaARGamingAReCommerce28

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Out

of

the

three

major

regions,

users

in

the

U.S.

spend

the

most

on

AR

SoftwareAverage

revenue

per

user:

regional

comparison

(1/2)Averagerevenue

peruserforecast

inUS$45241725202220272920222027202220275421U.S.ChinaEurope653415113021521AReCommerceARGamingARSocial

Media29Sources:Market

Insights

2023AR

Software

average

revenue

per

user

is

the

highest

in

FranceAverage

revenue

per

user:

regional

comparison

(2/2)Averagerevenue

peruserforecast

inUS$18197015202220272022202720222027161333422211422212017UKFranceSpain3331313120222027272022202717424448GermanyItaly2053AReCommerceARGamingARSocial

Media30Sources:Market

Insights

2023Penetration

rate

for

AR

Software

is

especially

high

in

Norway

but

also

in

SwedenPenetration

rate:worldwide

comparisonARSoftware

penetration

rate

percountryin20221.2.3.4.5.Norway0.570.560.530.530.52SwedenUnitedStatesDenmarkIcelandlowhigh

nodata31Sources:Market

Insights

2023SEGMENTSAR

HardwareMarket

sizeUser

numbersAveragerevenue

peruserPenetration

rateMetaverse

is

driving

the

demand

for

AR

hardware

in

the

upcoming

yearsOverview:

assumptionsandtrendsAssumptionsTrendsInourforecast,

we

assume

amarket

thatisstillinitsearly

stages,

especially

themarket

before

2022.

Consumers

firstneed

to

get

familiarwith

thesenew

conceptsandexperiences,

thatitwill

need

some

adjustmenttime.Onekey

focusthatis

currently

ongoing

inthedevelopment

andemergence

ofARhardware,

istheestablishment

forhighresolution

displays.Glasses

need

to

havedisplaysthatcancombine

the

physicalandvirtualextent,

thatitisalmostindistinguishableforconsumers.Given

that,we

assume

themarket

to

increase

tremendously

intheupcoming

years,especially

duetothemarket

entrance

ofApple.

Themarket

will

follow

strongdouble-digit

growth

asproducts

will

becheaper

throughouttheyears

and

moreaccessible

forconsumers.

Given

all

thecurrent

developments

of

theMetaverse,

ARhardware

will

beacrucial

factorincombining

theseconcepts

with

ourreal-worldperception.Inorder

toimprove

content

forconsumers,

eye

trackingandhand

tracking

isconstantlyboosting

indevelopment,

tobetterlocate

content

consumers

arelooking

at.

Thiswill

increase

theconnection

between

theconsumers

andwhatisperceived

byindividuals.Butnotonly

thevisualcomponents

will

beimproved,

but

alsothe

audioConstantcompetitiveness

between

thebigplayers,suchas

Meta,Google,

Microsoft

experience.

Thatwill

help

consumers

to

feel

more

connected

totheirenvironmentandsoon

Appleare

keen

forthissteadygrowth.

Theidea

istonotonly

offerexclusive,

high-tech

products,but

rathertry

to

offer

something

thatcanbeusedfrom

allconsumers,

thatare

interested

inlivingthese

experiences.andcanhelptoadd

additionaldimensions

toconsumers’

experience.Allofthese

trendscome

together,

inorder

to

shiftonebigtopicinglobalpresenceandmakeitasaccessible

asitcanget.

WithanideaoftheMetaverse,

developersaretrying

to

merge

virtual

and

real

worlds.33Sources:Market

Insights

2023The

global

AR

Hardware

revenue

is

expected

to

grow

at

a

CAGR(1)

of

62.5%

toUS$9.1

billion

by

2027Market

size:

revenuesGlobal

revenue

forecast

inbillionUS$9.17.76.462.5%(1)4.42.41.00.50.30.00.00.02017201820192020202120222023202420252026202734

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Europe

shows

the

biggestgrowth

in

AR

Hardware

with

a

CAGR(1)

of

53.9%Market

size:

regional

comparison

(1/2)Revenue

forecast

inbillionUS$+53.9%(1)3.32+54.3%(1)2.00+54.2%(1)1.630.380.230.19202220272022202720222027U.S.EuropeChinaRevenue

2022Revenue

202735

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023With

revenues

of

US$45.3

million,

Germany

is

the

biggest

market

in

2022Market

size:

regional

comparison

(2/2)Revenue

forecast

inmillionUS$+54.2%(1)394.7+54.2%(1)286.0+54.2%(1)279.2+54.2%(1)203.3+54.2%(1)144.245.332.832.123.316.52022202720222027202220272022202720222027GermanyUKFranceItalySpainRevenue

2022Revenue

202736

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023By

2027,

most

ARHardware

users

will

still

live

in

the

U.S.User

numbers:

regional

comparison

(1/2)Numberofusersforecast

inmillions+61.5%(1)38.9+61.55%(1)23.4+61.5%(1)19.13.52.11.7202220272022202720222027U.S.EuropeChinaUser

2022User

202737

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Germany

shows

the

strongest

demand

for

AR

Hardware

in

2027User

numbers:

regional

comparison

(2/2)Numberofusersforecast

inmillions+61.5%(1)4.6+61.5%(1)+61.5%(1)+61.5%(1)3.43.3+61.5%(1)2.41.70.40.30.30.20.22022202720222027202220272022202720222027GermanyUKFranceItalySpainUser

2022User

202738

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Out

of

the

three

major

regions,

users

in

the

U.S.

spend

the

most

on

ARHardwareAverage

revenue

per

user:

regional

comparison

(1/2)Averagerevenue

peruserforecast

inUS$202220271092022202710720222027107U.S.ChinaEurope858585ARPU2022ARPU202739Sources:Market

Insights

2023AR

Hardware

average

revenue

per

user

is

homogenous

acrossEuropeancountriesAverage

revenue

per

user:

regional

comparison

(2/2)Averagerevenue

peruserforecast

inUS$202220271072022202710720222027107858585UKFranceSpain20221072022107Germany202785Italy

202785ARPU2022ARPU202740Sources:Market

Insights

2023Penetration

rate

for

AR

Hardware

is

especially

high

in

Australia

but

also

inIcelandPenetration

rate:worldwide

comparisonARHardware

penetration

rate

percountryin20221.2.3.4.5.AustraliaIceland0.010.010.010.010.01UnitedStatesNorwaySwedenlowhigh

nodata41Sources:Market

Insights

2023SEGMENTSAR

AdvertisingMarket

sizeThe

global

AR

Advertising

revenue

is

expectedto

grow

at

a

CAGR(1)

of

27.5%

toUS$6.7

billion

by

2027Market

size:

revenuesGlobal

revenue

forecast

inbillionUS$6.76.25.65.027.5%(1)4.33.52.72.01.40.90.62017201820192020202120222023202420252026202743

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023The

U.S.

shows

the

biggest

growth

in

AR

Advertising

with

a

CAGR(1)

of

14.1%Market

size:

regional

comparison

(1/2)Revenue

forecast

inbillionUS$+14.1%(1)+13.8%(1)1.68+13.8%(1)1.641.550.870.860.81202220272022202720222027U.S.EuropeChinaRevenue

2022Revenue

202744

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023With

revenues

of

US$150.2

million,

Germany

is

the

biggest

marketin

2022Market

size:

regional

comparison

(2/2)Revenue

forecast

inmillionUS$+13.8%(1)287.0+13.8%(1