AR Software - Italy | Statista Market Forecast

Revenue in the AR Software market market in Italy is projected to reach US$314.0m in 2024.
Revenue in this market is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 8.19%, resulting in a projected market volume of US$465.4m by 2029.
Although most revenue in the AR Software market market is generated the United States, in Italy is also a significant player in this industry.
In the AR Software market market in Italy, the number of users is anticipated to amount to 40.5m users by 2029.
User penetration in Italy will be 66.4% in 2024 and is expected to reach 70.2% by 2029.
The average revenue per user (ARPU) in Italy is expected to amount to US$8.1.
Italy's AR software market is increasingly integrating cultural heritage and tourism experiences, enhancing engagement through innovative storytelling in historical contexts.

The AR Software market comprises all in-app ad revenues generated from apps that have AR features as well as revenues from app purchases. These apps have to be accessible via iPhones and Android phones and must be distributed via major app stores. The market consists of three markets: Social Media, Gaming, and eCommerce. In social media, augmented reality is used when integrating different face filters and lenses into the relevant apps. In gaming, augmented reality is used to display characters, surfaces, and/or anything else on mobile phones by employing mobile cameras. Similarly, in eCommerce, augmented reality is used to either “try on” different clothes or makeup by making them appear on your mobile phone or to even display different pieces of furniture, placing them somewhere in the surroundings filmed by you. The most popular apps are Snapchat, Instagram, Pokémon Go, and Ikea Place. All revenue data solely refers to B2C transactions.

All apps including augmented reality that are distributed via major app stores and used by consumers for gaming, social media activities, and eCommerce
Apps that run on iPhones and Android phones
Major apps include Snapchat, Instagram, Pokémon Go, and Ikea Place

Augmented reality apps that are not distributed via major app stores or run on devices other than iPhones and Android phones
B2B enterprise software

The AR Software market in Italy is experiencing significant growth and development.

Customer preferences: Italian customers are increasingly embracing AR software for various applications. The technology offers a unique and immersive experience, allowing users to interact with virtual objects in the real world. This appeals to a wide range of customers, including individuals, businesses, and educational institutions.

Trends in the market: One of the key trends in the AR Software market in Italy is the growing demand for AR applications in the retail sector. Retailers are leveraging AR technology to enhance the shopping experience for customers. Virtual try-on features allow customers to visualize products before making a purchase, while AR-powered product displays enable retailers to showcase their offerings in an interactive and engaging manner. This trend is driven by the desire to provide a seamless and personalized shopping experience, ultimately increasing customer satisfaction and driving sales. Another trend in the market is the increasing adoption of AR software in the education sector. Italian schools and universities are incorporating AR technology into their curriculum to enhance learning experiences. AR applications enable students to visualize complex concepts, explore virtual environments, and engage with interactive content. This trend is driven by the recognition of the potential of AR technology to improve student engagement, knowledge retention, and overall educational outcomes.

Local special circumstances: Italy has a rich cultural heritage and is known for its historical landmarks and archaeological sites. AR software is being used to preserve and promote this cultural heritage. Through AR applications, tourists and locals can access virtual tours, historical reconstructions, and interactive experiences that bring Italy's history to life. This special circumstance is driving the demand for AR software in the tourism and cultural sectors.

Underlying macroeconomic factors: Italy has a strong technology sector and is home to several innovative companies specializing in AR software development. The country's favorable business environment, skilled workforce, and supportive government policies are contributing to the growth of the AR Software market. Additionally, Italy has a high smartphone penetration rate, providing a large user base for AR applications. The increasing availability of high-speed internet and the continuous advancements in mobile technology are also facilitating the adoption of AR software in the country. These macroeconomic factors are creating a conducive environment for the development and expansion of the AR Software market in Italy.

Data coverage:

The data encompasses B2C enterprises. Figures are based on AR software revenue, which includes revenues related to in-app purchases as well as revenues from the purchase of social media, gaming, and eCommerce apps.

Modeling approach / market size:

The market size is determined through a top-down approach. We use annual financial reports of the market-leading companies and industry associations, as well as third-party studies and reports to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as consumer spending, internet penetration, 4G coverage, and historical developments.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are level of digitalization, adoption of technology, GDP per capita, and internet penetration.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Augmented reality (AR) technology integrates digital information with the physical environment, live and in real time. Through the addition of graphics, sounds, haptic feedback, or even smell to the natural world as it exists, AR can combine real life with a super-imposed image or animation using the camera on a mobile device or through AR headsets and glasses. As part of the wider extended reality (XR) industry, the global AR market size is expected to grow considerably in the coming years.