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  • 2017 eMarketer Inc.

    Virtual and Augmented Reality

    StatPack

    Current Forecasts and the State of the

    Market

    July 2017

    Contributors: Christopher Bendtsen, Ricky Costa

    Victoria Petrock

  • 2017 eMarketer Inc.

    VR and AR: Whats the difference?

    Virtual reality (VR): VR fully immerses a user inside a nonfixed visual environment, such as a virtual world or experience. Examples of VR include 360-degree videos, photos and product demos via any device (e.g., connected TVs, desktops/laptops, mobile devices and headsets that let users navigate through the experience), and games via head-mounted displays (HMDs). Examples of VR headsets include AuraVisor, Google Cardboard, Google Daydream View, HTC Vive, Oculus Rift, PlayStation VR and Samsung Gear VR.

    Augmented reality (AR): AR enables a user to interact with virtual objects and other types of digital information that are overlaid over the real world. Examples of AR include filters for videos and photos (e.g., Snapchat Lenses); games (e.g., Pokmon Go); navigation (e.g., heads-up displays [HUDs]); interactions with objects (e.g, Blippar, HP Aurasma); and 3-D product demos and projections via headsets and smart glasses.

    Source: VR headset: Hopkins; AR goggles: Felisberto Piazza; Icons via The Noun Project, licensed under CC by 3.0.

    https://creativecommons.org/licenses/by/3.0/us/

  • 2017 eMarketer Inc.

    eMarketer definitions

    Virtual reality (VR) users: Individuals of any age who experience VR content at least once per month via any device. This definition includes users who view 360-degree photos/videos and 3-D animations on any device, including desktops/laptops, mobile devices, game consoles or HMDs.

    360-degree video: Video footage recorded using a collection of cameras, or an omnidirectional camera that enables the viewer to control the viewing direction. This format is also known as immersive video or spherical video.

    Head-mounted displays (HMDs): Devices used to experience VR and AR content that are held up to the eyes or worn on the head. HMDs are either stereoscope-style headset enclosures that can incorporate a smartphone, or dedicated HMDs that contain their own screens and are tethered to computers or game consoles. Examples include Oculus Rift, Google Daydream View and PlayStation VR. HMDs are also commonly referred to as headsets.

    VR headset users: Individuals of any age who experience VR content at least once per month via specialized HMDs.

    Augmented reality (AR) users: Individuals of any age who experience AR content at least once per month via any device.

    Smart glasses: Wearable computer glasses used in AR applications that display information that supplements what the wearer is seeing. Examples include Google Glass, Epson Moverio and VuzixBlade 3000.

    Heads-up displays (HUDs): Transparent displays that project information and imagery onto a surface (often a windshield) without requiring viewers to look down or away from what they are focusing on. They are most often used in AR applications, as with aircraft or automobiles.

  • 2017 eMarketer Inc.

    Virtual Reality

  • 2017 eMarketer Inc.Source: eMarketer, April 2017

    42.9

    millionpeople in the US will

    be VR users by 2019

    Thats

    14.8% of the population

  • 2017 eMarketer Inc.

    109.5%

    63.7%

    34.1%

    0%

    100%

    2017 2018 2019

    US Virtual Reality User Growth (% change)

    The number of VR users in the US will more

    than double in 2017

    10.7

    22.4

    36.7

    49.2

    0

    60

    2016 2017 2018 2019

    US Virtual Reality Users (millions)

    Source: eMarketer, April 2017

    eMarketers forecasts

    include people who

    consume 360-degree

    photos/videos or 3-D

    animated VR content at

    least once a month on

    any device.

    The number of users will grow

    109.5% in 2017. The increasing

    popularity of 360-degree

    photos/videos is driving growth.

  • 2017 eMarketer Inc.

    Though VR penetration will remain relatively

    low, it will continue to grow

    Source: eMarketer, April 2017

    By 2019, nearly 15%

    of the US population

    and 17.5% of internet

    users will be VR

    users.

    4.0%

    8.2%

    13.2%

    17.5%

    3.3%

    6.9%

    11.1%

    14.8%

    0%

    20%

    2016 2017 2018 2019

    % of internet users

    % of population

    US Virtual Reality User Penetration (% of internet users and % of population)

  • 2017 eMarketer Inc.

    Most VR is consumed on computers and

    mobile devices

    VR generally falls into two categories: 360-degree photo/video and 3-D animation. It can be consumed via desktop/laptop, mobile device, game console or HMD/headset.

    Most of todays VR is consumed via desktops, laptops and mobile devices in the form of 360-degree photo/video.

    Specific HMDs used to view VR are designed to tether to one or another of these devices. HMDs currently make up less than one-quarter of VR device sales.

    The majority of todays VR content is related to gaming and entertainment, but there are also promising applications in other industries.

    Source: SuperData Research and Unity Technologies, Feb 2017; eMarketer calculations

    39.5% 37.8% 22.6%

    Virtual Reality Device Sales Share Worldwide, by Type, 2016 (% of

    total)

    Desktop/laptop Mobile Console

  • 2017 eMarketer Inc.

    The majority of 360-degree photos/videos

    are consumed via YouTube and Facebook

    Source: Facebook Newsroom; Google Blogs; Panorama graphic by mikicon from thenounproject.com

  • 2017 eMarketer Inc.

    360-degree photos and videos are the most

    widely viewed type of VR content

    Source: Facebook Newsroom; Google Blogs

    More than 25 million 360-degree photos

    and more than 1 million 360-degree

    videos [have been] posted on Facebook to

    date.

    Brent Ayrey, Product Director, and Christopher

    Wong, Software Engineer, Facebook, March 2017

    YouTube has hundreds of thousands

    of 360-degree videos available.

    Amit Singh, Vice President, Business

    Operations, AR & VR, Google, February 2017

  • 2017 eMarketer Inc.

    The number of US VR headset users is

    expected to double this year

    Source: eMarketer, April 2017

    4.8

    9.6

    13.9

    17.2

    0

    25

    2016 2017 2018 2019

    US Virtual Reality Headset Users (millions)

    98.7%

    45.3%

    23.4%

    2017 2018 2019

    US Virtual Reality Headset User Growth (% change)

    0%

    100%

  • 2017 eMarketer Inc.

    But VR headset users will still make up less

    than half of total VR users

    Source: eMarketer, April 2017

    34.9%

    37.9%

    42.7%

    45.0%

    0% 100%

    2016

    US Virtual Reality User Share, Headset Users vs. Non-Users (% of total)

    VR headset

    users share of

    overall US VR

    users will decline

    over time. The

    sales and use of

    cheaper

    headsets will

    decrease, and

    more people will

    watch 360-

    degree photos

    and videos on

    other devices.

    2018

    2017

    2019

    VR headset users Headset non-users

  • 2017 eMarketer Inc.

    A number of headsets are now on the market

    Source: Google; Samsung; Oculus; Sony Interactive Entertainment; HTC

    Samsung Gear VR

    November 2015

    Oculus Rift

    May 2016

    HTC Vive

    June 2016

    Google Daydream View

    November 2016

    PlayStation VR

    October 2016

    Google Cardboard

    June 2014

  • 2017 eMarketer Inc.

    So far, Samsung Gear VR and PlayStation VR

    lead the pack

    Source: Thrive Analytics, March 2017

    14%

    18%

    22%

    42%

    60%

    Google Cardboard

    Google Daydream

    Oculus Rift

    PlayStation VR

    Samsung Gear VR

    Virtual Reality Headsets Used by US VR Headset Owners (% of respondents)

    The Samsung devices

    popularity is likely a

    function of its perceived

    value at a relatively low

    price.

  • 2017 eMarketer Inc.

    BI Intelligence expects

    global VR headset shipments

    will increase from

    12 million

    in 2017 to more than

    55 million

    in 2022

    Thats

    359% growth over the next

    six years

    Source: BI Intelligence, Feb 2017

  • 2017 eMarketer Inc.

    Citigroup expects worldwide VR headset sales

    to quadruple between 2017 and 2025

    Source: Citigroup Investment Research, Oct 2016

    10

    30

    40

    0

    50

    2017 2020 2025

    Virtual Reality Headset Sales Worldwide (millions of units)

    VR hardware is

    expected to drive

    industry growth in the

    near term.

  • 2017 eMarketer Inc.

    The US, Europe, China and Japan are among

    the biggest markets for VR headsets

    Source: UBS, Jan 2017

    0%

    100%

    2016 2017 2018 2019 2020

    Europe

    US

    Japan

    China

    Virtual Reality Device Sales in Select Countries/Regions

    (millions/billions and % of total)

    $2.1 billion by 2020

    $384 million by 2020

    $2.4 billion by 2020

    $705 million by 2020 VR device

    sales in these

    countries and

    regions are

    forecast to

    reach $5.6

    billion by

    2020.

    $168 million in 2016

    $170 million in 2016

    $576 million in 2016

    $632 million in 2016

  • 2017 eMarketer Inc.

    VR headset users generally have positiv