It seems like everyone has a smartphone these days. But there is competition looming for these devices. Where are we headed?

Metaverse tools and wearables are growing in influence and look to at least slow down the growth of smartphones and similar devices. It is predicted that by the end of 2024, time spent on AR and VR devices will grow as time spent on smartphones decreases. Nevertheless, smartphones will remain an important component of digital connection for the foreseeable future. 

In 2021, the number of AR users was 80.4 million. That number is expected to increase to 97.1 million by the end of 2023. However, most people will access AR via smartphone apps rather than dedicated AR devices.

The growth of AR and VR will continue via social media. Almost two-thirds of AR users (62.6%) will use social media to access AR in 2022. Thus, the time spent on social media using both smartphones and other devices like wearables will increase. More AR users will come on board as additional AR platforms become available via the metaverse.

When planning for these changes, brands need to consider privacy concerns. With current and potential new privacy legislation, there will be an influence on devices used and the amount of time spent on them. The Competition and Transparency in Digital Advertising Act, which was introduced recently in the US, will affect Google’s online ad business if it passes, and may potentially affect Meta, Amazon and Apple as well. Another newly-introduced bill, the Kids Online Safety Act, will have an impact on brands around content types such as eating disorders, alcohol, suicide, and other similar sensitive topics.