Stay ahead of the curve and future-proof your business with Mintel’s VR and AR in Germany Market Report 2023. Our full report is packed with consumer-led market intelligence, VR and AR trends Germany, and consumer behaviours affecting your industry. Get a 360° view of VR and AR in Germany including VR and AR market size in Germany, VR and AR market share in Germany, and a growth forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- A detailed outlook of technology trends in Germany, including market drivers and expert insights.
- The impact of the cost of living crisis on technology trends in Germany.
- Interest and usage of augmented reality Germany.
- Activities for which consumers have used virtual reality Germany, and activities for which they are interested in using VR.
- Usage barriers VR headsets and augmented reality in Germany and willingness to pay for VR headsets.
- How your business can tap into opportunities to increase your VR and AR market share in Germany.
An Overview of Augmented and Virtual Reality Germany
The ongoing inflation is forcing consumers to cut back on non-essential spending, such as technology. As financial confidence returns, however, Early Adopters especially, will continue to adopt immersive technology.
Moreover, Mintel’s report on technology trends in Germany show that gaming is becoming more popular across demographics as a legacy of the pandemic, which will lead to growth in the VR headset segment.
Virtual and Augmented Reality Germany: What Consumers Want and Why
- Inflation & VR and AR in Germany: Despite the need to cut back on non-essential spending, 82% of those who have used or are interested in using VR headsets show interest in buying them. However, only a fraction of them would pay more than €550 for a VR headset. A lack of usefulness is the number one barrier to VR headset usage, underlining the need for brands to promote how VR can add value to consumers’ lives.
- Consumers & Virtual Reality Germany: In the past 12 months, 29% of consumers in Germany have used AR technologies, with considerable interest among non-users. While games lead among AR technologies used, interest extends beyond gaming use cases. For example, brands have opportunities to use AR to resonate with consumers through apps to visualise furniture.
- VR and AR Trends Germany: There are opportunities to capitalise on VR movies with immersive cinema-like entertainment, as half of the 39% of German consumers who have used or would be interested in using a VR headset are interested in using it for watching films or series.
VR and AR Market Forecast for Germany
- Technology trends in Germany show that going forward, advances in AI will further accelerate the development of mixed reality devices and virtual content. These developments will allow retailers to capitalise on AR in-store and online.
- Moreover, the wide availability of 5G will allow for a wider penetration of VR and AR in Germany because 5G networks enable low-latency transmissions required by immersive experiences. This will set the foundation for AR glasses to provide actual value and smooth transitions between the real and the virtual world.
To learn how to connect with your audience, purchase our VR and AR in Germany Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Brands Discussed in this Report
VIVE, Apple, Puma, Meta, Amazon, Nvidia, Roblox, Yullbe, Europa-Park-Rust, Tegernsee Phantastisch, Zero10, Tommy Hilfiger, Sony, Honda, Audi, TimeRide, Brink Traveler, Ray Ban, Xiaomi, and many more.
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Expert Insights on Augmented and Virtual Reality Germany
This report, written by Dr. Carolin Siepmann, Research Analyst, delivers in-depth commentary and analysis to highlight VR and AR trends Germany and add expert context to the numbers.
Whilst usage of VR and AR in Germany remains low, advances with AI hold potential to catalyse faster devices and content variety. Our VR and AR market forecast for Germany shows that emphasising utility beyond gaming is crucial to accelerate market growth.
Dr. Carolin Siepmann
Research Analyst, Germany
Collapse All
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- Key issues covered in this Report
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EXECUTIVE SUMMARY
- Market context
- Opportunities
- Graph 1: activities consumers are interested in using VR headsets for, 2023
- Graph 2: willingness to spend on a VR headset, by VR usage and interest, 2023
- Graph 3: consumers who consider online interactions to be meaningful substitues for in-person interactions in real life, 2023
- Graph 4: usage and interest in AR apps to visualise new furniture in the home, by age, 2023
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MARKET DRIVERS
- The German economy
- Graph 5: key economic data, in real terms, 2019-25
- Graph 6: financial confidence index, 2022 – 23
- Graph 7: development of changes* in spending on technology and communications products in the last 12 months, 2021-23
- Graph 8: approach to adopting emerging technologies, by household income, 2023
- Graph 9: expected changes in consumer spending on technology and communications, by approach to adopting emerging tech, 2023
- Graph 10: consumers that like to try emerging technologies as soon as they are available, by gender and age, 2023
- Artificial intelligence
- Connectivity
- Digital lifestyles of consumers
- Graph 11: selected tablet, laptop and desktop computer activities* in the last three months, by age, 2023
- Graph 12: engagements with gaming in the past three months, by age, 2023
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WHAT CONSUMERS WANT AND WHY
- Use of AR & VR technologies
- Graph 13: usage and interest in VR headsets, by age, 2023
- Graph 14: usage and interest in AR and VR, 2023
- Graph 15: usage and interest in AR apps to visualise new furniture in the home, by age, 2023
- Graph 16: repertoire of technologies used, by age, 2023
- VR headset activities
- Graph 17: activities consumers have used or are interested using VR headsets for, 2023
- Graph 18: activities consumers are interested using VR headsets for, 2023
- Graph 19: activities consumers have used VR headsets for, 2023
- Graph 20: consumers who expect the interior of a car to provide entertainment, by age, 2023
- Graph 21: activities consumers are interested using VR headsets for, by age, 2023
- Barriers to the use of VR headsets
- Graph 22: barriers to using VR headsets, 2023
- Graph 23: consumers that think VR headsets are not useful, by age, 2023
- Willingness to pay for a VR headset
- Graph 24: amount willing to spend on a VR headset, 2023
- Graph 25: amount willing to spend on a VR headset – NET, 2023
- Graph 26: willingness to spend on a VR headset, by net monthly household income, 2023
- Attitudes towards VR and AR
- Graph 27: attitudes towards immersive technologies, 2023
- Graph 28: attitudes towards immersive technologies, by AR usage, 2023
- Graph 29: consumers that think getting directions in the visual field is the most useful feature of AR glasses, by age, 2023
- Graph 30: consumers who consider online interactions to be meaningful substitues for in-person interactions in real life, 2023
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LAUNCH ACTIVITY AND INNOVATION
- Advertising and marketing activity
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
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