Germany VR and AR Market Report 2023

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