AR in US and China

Part
01
of six
Part
01

Demographic Analysis - Users of AR Apps (China)

The Chinese mobile AR market was estimated to grow at a rate of 110% from 2013 to 2018, largely driven by the growth in smartphone adoption in China. Baidu, Renren, and Tencent are considered to be leading companies in the mobile AR market in China.

WHAT INFORMATION IS NOT AVAILABLE?

The information about total number of AR app users across all devices like smartphones, desktop, consoles, etc in China is not available along with the breakdown of the total number of AR app users in China by age and gender; however, we were able to triangulate the total number of mobile AR app users in China.

RESEARCH STRATEGY

Our first strategy was to look into market research reports covering augmented reality market in China on websites of reputed market research companies like Allied Market Research, Markets and Markets, etc. We found that there are no exclusive reports covering Chinese AR market and instead the reports were of global scope and none of the reports provided any China-specific information freely as these reports were paid ones. Our logic behind looking into market research reports was that sometimes these research reports provide some portion of information for free and we were expecting to find some useful China-specific information from these reports. This strategy didn't work as none of the paywalled market research reports provided any relevant information about the AR market in China for free.

Our second research strategy consisted of looking into relevant reports about the top companies in augmented reality apps market of China and came across some relevant reports and articles from AWE Asia, PRNewswire, etc. The aim behind this research strategy was to look for relevant information about demographics of specific AR apps in China along with its share in Chinese AR apps market and use it as a proxy to find information about demographics of AR app users in China. We were able to find that Baidu, Renren, and Tencent are leading companies in Chinese AR apps market through this research strategy; however, there was no information about demographics of their AR apps in China along with its share in Chinese AR apps market.

The third strategy that we adopted consisted of expanding the scope to Asia and the Asia-Pacific market as China-specific information was not available. We looked for exclusive reports on AR apps market in Asia/Asia-Pacific on sites like Research and Markets, Sheer Analytics and Insights, etc. This strategy didn't work as expected because all relevant reports were paywalled.

At last, we looked into Chinese websites providing information on augmented reality like AR in China, Sohu, etc. We looked into China-based websites that provided information in Mandarin as we expected to find more relevant China-specific information about demographics of AR app users in China on these sites; however, these articles and reports provided general information about augmented reality in China and did not provide any demographics of Chinese AR app users.

THE TOTAL NUMBER OF PEOPLE WHO USE mobile AR APPS IN THE COUNTRY

Here, we are assuming that the ratio of the number of people using AR apps in China to the number of people using AR apps in the world would be equal to the ratio of the number of mobile app users in China to the number of mobile app users globally. The information about total number of mobile app users in China is only available through a paid Statista source and the only free available information from this source provides total number of mobile app users in China in 2016; hence, we have assumed that the total number of mobile app users in China will remain the same in 2018 too. The number of mobile app users in China in 2016 is 720 million. We have considered the total number of mobile app users to be 720 million in 2018 as we have assumed that the total number of mobile app users in China will remain the same in 2018.

Now, we will use the data about the total number of mobile app users in China, along with the number of mobile app users globally (4.6 billion), and the number of mobile AR app users in 2018 (200 million).

CALCULATIONS:

Number of mobile app users in China/Number of mobile app users globally = Number of mobile AR app users in China/Number of mobile AR app users globally

Therefore, Number of mobile AR app users in China = Number of mobile app users in China × Number of mobile AR app users globally/Number of mobile app users globally

= 720 million × 200 million / 4.6 billion
= 31.3 million

Therefore, there are 31.3 million mobile AR app users in China in 2018.


Part
02
of six
Part
02

Demographic Analysis - Users of AR Apps (U.S.)

There are 51.2 million AR users in the United States. Out of this figure, 77% of the users, which is equivalent to 39.42 million users use AR on mobile devices. Additionally, 54% of American AR users are female while 46% are male.

CALCULATIONS

To calculate the number of users of AR mobile apps in the United States, we used the following calculations:

Number of AR users in the U.S. = 51.2 million.

Individuals in the U.S. that use AR on mobile devices = 77%.

*** Number of Users of AR Apps in the United States = 77% x 51.2 million = 39.42 million.

Therefore, the number of users of AR mobile apps in the United States is 39.42 million.

DEMOGRAPHIC ANALYSIS OF PEOPLE THAT USE AUGMENTED REALITY IN THE UNITED STATES

USERS

In the United States, 51.2 million people or 15.5% of the population are estimated to be using Augmented Reality (AR) on any type of device. Out of this number, 77% or 39.42 million people use AR on mobile devices.

GENDER

Female AR users are higher in number in the American AR segment than male AR user. Female users comprise 54% of all AR users while male AR users comprise 46% of all users.

AGE

The age breakdown of AR users in the United States follows below:

INCOME

The income of AR users in the United States is divided into:

ADDITIONAL INSIGHTS

According to a study by Global Web Index, 65% of consumers are aware of the existence of AR in the United States. Further to this, AR awareness among the 16-44 age group lies between 70-75%, but this drops significantly among the 45-54 age group to 56%. The 55-64 age group has an AR awareness percentage of 44%.

In 2018, a study by ARtillry Intelligence and Thrive Analytics reported that 32% of consumers use mobile AR apps. Additionally, the most used AR app is Pokemon Go, which was downloaded more than 750 million times and its revenue was estimated to have reached around $1.2 billion.

In 2017, an estimated 40 million Americans were expected to engage with some form of AR at least monthly.
This represented a 30.2% year-over-year growth.
Part
03
of six
Part
03

Rate of Adoption of AR Technology (US)

Augmented reality is a growing medium used by businesses to improve their operations and bolster employee education. Augmented reality involve blending interactive digital elements into real world environments. This research looks at overall popularity trend for AR apps among the various demographic groups.

Methodology

To fully answer this question, we started by searching through credible market research covering augmented reality market in the United States like Markets, Global Web Index, Markets Reports and Allied Market Research. We found the information pre-compiled.

We used a CAGR calculator to determine how fast AR technology will be adopted year-on-year over the next 3 years. From our search, we established that the current rate of adoption is 13% and is expected to grow by 42% in the next 3 years. Hence, the rate of adoption of AR technology will be 47.83% year-on-year. We also managed to get other helpful insights, which we have presented in this write up below.

ADOPTION OF AR TECHNOLOGY IN THE UNITED STATES

The current rate of adoption of AR Technology in the United States is 13%. This is according to a report by Bain and Company.

ADOPTION OF AR TECHNOLOGY BY DEMOGRAPHIC GROUP

The following are the rates of adoption and engagement of AR Technology in the US according to various demographic groups.
  • 16 – 24 years-35%
  • 25 – 34 years -35%
  • 35 – 44 years -27%
  • 45 – 54 years-11%
  • 25 – 34 years-3%
  • Adoption among males in the US-29%
  • Adoption among females in the US-17%

Growth TREND OF AR TECHNOLOGY IN UNITED STATE

According to a report by Marketsandmarkets, the global AR technology market is growing at the rate of 40.29% between 2017 and 2023. The US has the biggest share of the market, accounting for more than half of the revenue.

The current rate of adoption of AR technology in the US is 13%. The rate of adoption in the US is expected to grow at the rate of 42% in the next 3 years. AR technology is being adopted at the rate of 47.83% year-on-year.

OTHER RELEVANT INSIGHT

It is predicted that the global AR market will grow at the rate of 40.29% from $11.4 billion in 2017 to $60.55 billion by 2023. AR apps are more popular in the Asia Pacific with the US having the biggest market size of AR technology.

Common app segments include sports and entertainment, consumer, gaming, museums, and theme parks among others. Top players in AR technology include Google (US), Microsoft (US), Sony (Japan), Wikitude (Austria), HTC (Taiwan), PTC (US), Samsung (South Korea), and Oculus (US).

Part
04
of six
Part
04

Rate of Adoption of AR Technology (China)

Although much of the information regarding the rate of adoption of Augmented Reality (AR) technology among different demographic groups in China is locked behind pay-walls, and thus not publicly available, we have relied on the available information to produce a range of estimates for the client through making a series of calculations and triangulation. Because there was no information specifically available on China outside the paywall, we expanded our search to Asia-Pacific.

Asia-pacific currently holds 21% of the total market share. The overall popularity trend for AR apps in Asia Pacific from 2017 to 2023 is between 32.09% and 34.05% CAGR. The leading group in the adoption of AR technology is the 20-39 year old age group since they have the highest growth potential by making up 54% of the total. In our triangulation, we found the rate of adoption of AR apps within the Asia Pacific region among the various demographic groups to be as follows:

6.74-7.55% (19 and under)
9.63-10.78% (20-29)
7.7-8.63% (30-39)
4.49-5.03% (40-49)
3.21-3.59% (50 and over)

METHODOLOGY

Overall, it was very challenging to find sufficient information that can directly answer your question. This is because much of the information needed to answer your request is locked behind pay-walls like for the case of this detailed market report. However, we were able to secure valuable data that made it possible for us to make assumptions and triangulate an answer.

Because much of the data that is specifically on China regarding the adoption rate of AR technology among different demographic groups was not available in the public domain, we expanded our search to include the Asia Pacific region, of which China is the key player. We did find some literature on the US and we skimmed through these to find any relevant information on Asia, but it was of no help. In our search, we located data on venture financing projections in China for the AR market but this was insufficient to provide the total growth of the AR market, only the venture financing growth.

We went ahead to do a country analysis for China and identified the demographic information regarding mobile internet users and we used this in triangulating the demographic information after the CAGR is calculated. We learned China has a population of 1,400,000,000 and 55% of this used the internet in 2017. Also, in 2017, there were 753 million active mobile internet users in China. The demographics' breakdown are as follows:
Percent Age Range
23% under 19
30% 20-29
24% 30-39
14% 40-49
10% 50+

As we searched deeply by market, we found some useful sources (sources 3, 4, and 5) which have cited the detailed market report that is behind a paywall. These sources offer unique insights into the larger report behind a paywall. From these sources, there was no information on AR adoption rate specifically on China but we were able to use them to triangulate the CAGR for the Asia-Pacific market for the AR technology market. Also, we noted the availability of sufficient information on Virtual Reality and some articles referenced both, but the focus of this request was solely on AR.

Wonder's research team was able to determine the percentage of AR use by age group in the Asia-Pacific region but there was no estimated adoption rate. We went ahead to provide the current percentage of use by age range and the percentage of market CAGR that would be allocated to each of the age range as an estimate. Below, you can deeply dive into our findings.

findings

AR GROWTH AND DEMOGRAPHICS

The overall popularity trend in the use of AR apps in Asia Pacific from 2017-2013 is between 32.09% and 34.05% CAGR. The Asia-Pacific region currently holds 21% of the total AR market share. For the year 2017 through to 2023, the gaming industry projects a growth of 68.10% which is the highest. Healthcare, manufacturing, and entertainment each project a growth rate of approximately 34.05%. Globally, the AR market is expected to grow from US $11.4 billion to US$60.55 billion at a CAGR of 40.29% by the year 2023. At 54% of the current total market share, the 20-39 year old demographic is the largest. The demographics are as follows:

6.74-7.55% (19 and under)
9.63-10.78% (20-29)
7.7-8.63% (30-39)
4.49-5.03% (40-49)
3.21-3.59% (50 and over)

By analyzing the available data from the detailed AR market report which is pay-walled, we noticed a chart offered in the summary data showing the AR CAGR in the gaming industry to be 68.10%. As this table lacked labels, we went ahead to estimate the values of the other industries based on each position on the chart. The overall highest category is Gaming while Healthcare, Manufacturing, Entertainment are each approximately half of the Gaming CAGR. Therefore, we assigned 34.05% as the CAGR value for those industries.
CALCULATION: 68.10 gaming CAGR / 2 = 34.05
Retail and other industries are each approximately 1/3 of the Gaming CAGR and thus we assigned the value of 22.07% to these industries.
CALCULATION: 68.10 gaming CAGR / 3 = 22.70

We left out the CAGR for Education and Aerospace out of the calculation because they were negligible. We went ahead to calculate the average CAGR to be 35.94%.
CALCULATION:
68.10 gaming + 34.05 entertainment + 34.05 healthcare + 34.05 manufacturing + 22.70 retail + 22.70 other = 215.65
215.65 / 6 categories = 35.94
One report that we found indicates that the global AR market is predicted to grow from US$11.4 billion to US$60.55 billion at a CAGR of 40.29% by 2023. Using these figures, we proceeded to determine how much of that growth is attributed to China. As we have already noted, specific information on China was not publicly available, and, therefore, we used the Asia-Pacific market for our data.

Players in the AR technology market include North America at 35%, Europe at 32%, Asia-Pacific at 21%, South America at 7%, and Middle East/Africa at 5%. Before determining the Asia-Pacific CAGR, we first discovered their market share for the figures given. In 2017, Asia-Pacific region AR market share was US$2.394 billion and was projected to grow to US$12.716 billion by 2023.
CALCULATIONS:
$11,400,000,000 (2017) * 21% = $2,394,000,000 Asia-Pacific 2017 market share
$60500000000 (2023) * 21% = $12,715,500,000 Asia-Pacific 2023 market share

Consequently, we went ahead to use a CAGR calculator to calculate the Asia-Pacific growth. We entered $2,394,000,000 as the initial value and $12,715,500,000 the final value. The number of periods was entered as 6 (2023-2017=6). The calculator produced a CAGR of 32.09% which is slightly less than the previous triangulation, so we decided to use a range that includes the high and low of our calculated CAGR.
Finally, to breakdown the CAGR by demographics or age ranges, we did calculate the percentage of the CAGR attributable to each age range for the low estimate and the high estimate CAGR. The range of CAGR growth attributed to each demographic is as follows:

Under 19 -> 6.74-7.55%
20-29 -> 9.63-10.78%
30-39 -> 7.7-8.63%
40-49 -> 4.49-5.03%
50+ -> 3.21-3.59%

From this, we noted that 20-29-year-olds and 30-39-year-olds have the highest usage.
CALCULATIONS:
32.09 * .21 (under 19) = 6.74
35.94 * .21 (under 19) = 7.55
32.09 * .30 (20-29) = 9.63
35.94 * .30 (20-29) = 10.78
32.09 * .24 (30*39) = 7.70
35.94 * .24 (30*39) = 8.63
32.09 * .14 (40-49) = 4.49
35.94 * .14 (40-49) = 5.03
32.09 * .10 (50+) = 3.21
35.94 * .10 (50+) = 3.59

Conclusion

In conclusion, we have triangulated a range of estimates for the CAGR growth of the AR industry attributed to each demographic group within the Asia-Pacific region. This was mainly because there was no publicly available information on AR adoption rate among different demographic groups specifically for China.
Part
05
of six
Part
05

Psychographic Analysis - Users of AR Apps (U.S.)

Majority of those who use AR apps or technology in the US are gamers who are also interested in social AR apps, furniture visualization apps, in-store retail AR apps, and city guides. Smartphones, PC consoles, and standalone devices are the most commonly used AR app devices. Below are the details of the research carried out.

Methodology

As we searched through media sites, we could not find a compilation of the psychographic characteristics of the people who use AR apps or technology in the US as this information is not readily available in the public domain. As we thoroughly searched through sites such as PWC, Forbes, eMarketer, Deloitte, ARtillry Insights, Global web index, TECHnalysis Research, and Boston Consulting Group, we identified surveys, scholarly studies, industry reports, and news articles from which we gathered several psychographic insights.

The psychographic insights gathered included habits, motivations, preferences, attitudes, behavior, and perception of AR apps or technology. Our research was keen to find data and statistical information specific to the United States reported within the past 24 months.

We present all our compiled findings below.

The general psychographic characteristics of ar app users in america

Research suggests that gaming is the most popular interest among users of AR apps or technologies, driven by the fame of Pokemon Go, Harry Potter Wizards Unite, and other AR games. Other interests among users of AR apps/technologies include social AR apps, furniture visualization apps, in-store retails AR apps and city guides. About 32% of US consumers have attempted to use mobile AR, with 54% being male. Most AR app users, 73%, reported satisfaction with mobile AR.

Types of devices used

The most common types of devices are mobile with AR applications. Apple’s ARKit and Google’s ARCore software development kits are the key drivers of mobile AR, while social networks such as Snapchat, Instagram, Facebook, and Pinterest have optimized their social networks for AR users.

In 2018, 77% used smartphones, 35% used PC consoles, and 19% used standalone VR and AR devices. A typical AR user spent an average of 38 minutes per AR session. Users of Windows 10 mixed reality headset spent the longest with an average time of 49.5 minutes per session. Sony PlayStation VR users spent 49 minutes per session, while those with AR headsets spent 46.5 minutes per session.

In 2018, Sony PlayStation VR, Samsung Gear VR, Oculus Rift VR, and Lenovo star Wars and AR headset users had among the highest user satisfaction ratings. According to eMarketer, the primary consumption of AR is via smartphone and tablet apps.

Activities and interests

Leading interests for users are AR games, social media apps, and third and first-party AR platforms. The various activities that AR users engage in are:
  • Video games: 37%
  • Film & TV: 24%
  • Retail: 20%
  • Food & beverage: 17%
  • Beauty products: 14%
  • Music: 14%
  • Sports: 13%
  • Auto: 10%

behaviors and Attitudes

With regard to attitudes, 35.5% of US internet users reported that AR apps aided viewing of in store products and provided recommendations for home replenishment.
In addition, majority of the consumers perceive brands that use AR as innovative and are inclined to pay attention to such advertisements.

Additional findings

Most mobile app AR users are between 25-34 years old, making 36% of the total count, while 29% are between 35-44 years. Thirteen percent are between 45-54 years, 16% are between 18-24 years, and about 1% are 65years and older.

According to eMarketer, in 2019, about 68.7 million Americans will use AR at least once a month, accounting for 20.8% of the US population. This is a notable increase as compared to 37.6 million and 59.6 million AR users in 2017 and 2018, respectively. In 2019, estimates show that only 13% of the US population use VR at least once a month, accounting for about 42.9 million of the US population.

Part
06
of six
Part
06

Psychographic Analysis - Users of AR Apps (China)

The most common behavioral pattern/interest among AR users in China is shopping via AR tech functions on their smartphones. Most are video gamers who interact with AR using Android smartphones, and workers who use AR apps like WeChat to keep in touch with family members and work colleagues.

Methodology

Our first research strategy was to find general psychographic characteristics of people who use AR apps or technology in China from leading publications and industry databases. However, no data was forthcoming through this strategy. The second strategy was to find examples of famous AR apps in China and find the psychographics of people who use these apps. This strategy led us to the WeChat and Baidu apps. We then searched for the behavioral patterns, interests, activities, attitudes, and values among users of WeChat and Baidu and presented our findings.

Common behavioral patterns/interests among users of AR apps/technologies in China

gaming

AR apps or technology users in China mostly use it for video gaming. This is clear in their extensive use of WeChat which has 2,000 mini-games and 300 million users. Six of the top 10 and 33 of the top 100 mini-programs are mini-games.

Activities and behavior

Shopping is the favorite activity among Chinese AR users. Using their smartphones, users can easily buy various products. One-third of WeChat app users shop for clothing and shoes. 71% make use of this platform for financial transactions. 90% of users who are sole traders rely on WeChat to facilitate financial transactions. 40.4% of the young professional community who have financial stability engage in leisure activities on WeChat.

Devices used

Smartphones are the primary device used by AR users. There are 800 million mobile users in China. Baidu develops most apps in China for smartphones. Mobile Baidu is an example of an app that has AR functionality. Android has over 900 million users, with 80% of AR users doing so over this platform.

Socializing

The older generation uses the WeChat platform to stay connected with their family. 75% of them also have read subscription articles on this platform.

AR users work patterns

People who use AR applications such as WeChat use it to stay in the loop with their colleagues with 57% stating that their contact page expands because of work-related interactions. It was reported that 60% of WeChat u

Sources
Sources

From Part 01
Quotes
  • "One technology sector expected to see significant growth in China is augmented reality. The mobile AR market in China to grow at a CAGR of 110% over the next five years driven by smartphone growth and local vendors such as Baidu, Renren and Tencent."
Quotes
  • "A large mobile user base is expected to boost the growth of the mobile augmented reality market in China, which is expected to post a CAGR of 110% from 2015-2019. "
  • "Shipments of smartphones and tablets in China are expected to reach 730 million units in the next five years. Several vendors are seeking to tap into the augmented reality market in China to capitalize on this strong growth. "
Quotes
  • "In 2016, the installed base of apps with embedded AR stood at 340.8 million worldwide."
Quotes
  • "There are roughly 4.6 billion mobile app users in the entire world."
Quotes
  • "There were 60 million mobile AR users worldwide in 2013 (who downloaded 118 million AR apps) and this user base is forecasted to increase by 2018 to 200 million users who will download 3.5 billion AR apps. "
From Part 03
Quotes
  • "the augmented reality (AR) and virtual reality (VR) market, the AR market is expected to grow from USD 11.14 Billion in 2018 to USD 60.55 Billion by 2023, at a CAGR of 40.29% between 2018 and 2023, whereas the VR market is expected to grow from USD 7.90 Billion in 2018 to USD 34.08 Billion by 2023, at a CAGR of 33.95% between 2018 and 2023."
Quotes
  • "The augmented reality market was valued at USD 4.21 billion in 2017 and is expected to reach USD 60.55 billion by 2023, growing at a CAGR of 40.29% during the forecast period. The virtual reality market was valued at USD 5.12 billion in 2017 and is expected to reach USD 34.08 billion by 2023, growing at a CAGR of 33.95% during the forecast period."
Quotes
  • "According to GrowthEnabler’s estimates, there are close to 1,500 start-ups in the AR/VR segment worldwide, with the US accounting for nearly 45 per cent"
From Part 05
Quotes
  • "one third of consumers surveyed have used a mobile AR app. And those consumers appear active and engaged, with more than half reporting that they use mobile AR apps at least weekly. The top app category by far is gaming, which we attribute to Pokémon Go’s popularity. Mobile AR users are also engaged, with 73 percent reporting satisfaction or high satisfaction. But beyond these and a few other positive signals, there are some negative signs and areas for improvement. "
Quotes
  • "We anticipate that 42.9 million people will use VR and 68.7 million will use AR at least once per month. This represents 13.0% and 20.8% of the population, respectively."
Quotes
  • "Smartphone-based VR/AR devices were used by 77 percent of the respondents in the United States, according to the survey."
Quotes
  • "The statistic depicts the average session time of virtual reality/augmented reality devices in the United States as of 2018. Users of Sony PlayStation VR spent 49 minutes on average in each VR session, according to the survey."
Quotes
  • " Sony PlayStation VR had the highest user satisfaction level, scoring four on an one-to-five scale, among U.S. users, according to the survey."
Quotes
  • "August 2018 research by mobile AR ad provider Vertebrae found that 63% of the US internet users polled had consumed some type of branded AR. The majority of these experiences were related to video games, entertainment, retail and food and beverage. "
From Part 06
Quotes
  • "Chinese consumers are leading the world in using rapidly expanding virtual reality and augmented reality tech functions on their smartphones and other devices when buying products, according to a report issued by Worldpay, a London-headquartered payments company with global reach."
Quotes
  • "The largest share of WeChat users are employed in the private sector or are self-employed/freelance."
Quotes
  • "Smartphones are highly accessible in China and already connect with Baidu’s online services, a number of Baidu developed apps already have in-built AR functionality including ‘Mobile Baidu’, an app akin to Siri where users seek answers to questions."