In recent years, the use of augmented reality (AR) applications in various industries and spheres of human life has increased significantly. With the appearance of new AR devices and the development of technology, the mobility of users has increased and the possibilities of using AR have expanded. This leads to the need to develop new AR user traffic models taking into account the features of its movement. The paper presents the results of an investigation of the movement of the user of augmented reality services. Augmented reality user movement models have been developed and a detailed analysis of the influence of user behavior on AR traffic parameters and the quality of experience of AR services has been carried out. The generalized augmented reality user movement model is based on experimental data and can be used in the future for modeling and implementation of AR services. © Springer Nature Switzerland AG 2020.