What Consumers Think About the Metaverse & What Brands Need to Know [New Data]
The term “metaverse” may have been coined back in 1992, but it could hold new and adventurous opportunities for both consumers and even brands that engage with them.
The only problem is many of us aren’t too sure what the metaverse actually is. Who is using it? Why do they use it? Which of the seemingly infinite metaverses are worth including in your marketing strategy? And how can the metaverse help marketers navigate data privacy regulations?
To get some clarity, we surveyed over 1,000 consumers in the U.S. to learn about their takes, preferences, and behaviors around today’s biggest trends.
In that survey, 8% of participants said they’d ever visited a metaverse. But that’s not the full story. Keep reading to learn why the metaverse might not be a passing trend.
What Consumers Think About the Metaverse [New Data]
The Metaverse is New to Many — but Still Growing
Today 33%, or one-third, of our total survey-takers don’t quite get the concept of the metaverse. Still, 40% understand it and 30% think more brands should leverage it.
While only a small percentage of people have stepped into the metaverse, half of those that have did so in the past three months.
On top of that, these early adopters aren’t just popping in once to check it out – they’re actually invested in these virtual worlds. Of those who have ever used the metaverse:
- 64% own virtual currency in the metaverse
- 61% own virtual items that can be bought and sold in the metaverse
- 55% own land that can be bought and sold in the metaverse
How the Metaverse Intersects With Consumers’ Real Lives
We also asked those who have ever done metaverse-related activities (visited a metaverse, played online games, attended virtual events, or bought virtual items/NFTs) about how these intersect with their “real” lives, which produced some surprising results:
- 60% say their virtual items are just as important as their real-life possessions
- 54% say their online relationships are just as important as in-person relationships
- 51% say they can more easily be their authentic self in virtual worlds than in-person
- 40% say they understand the concept of the metaverse
- 33% say the metaverse is the future of technology
Who’s using the Metaverse?
Our research shows that opinions on the metaverse differ sharply by age group.
At the moment, Gen Z and Millennials are the most excited about exploring the metaverse, with around 15% of them having visited a metaverse at some point.
Gen Z and Millennials are also more likely than any other generation to have done metaverse-related activities, other than buying crypto (likely due to Gen Z having …read more
Source:: HubSpot Blog
