Metaverse: it’s the buzzword of the moment, garnished with all the sauces of opportunistic companies and die-hard crypto-fans. But is it really interesting for consumers? Not so much, according to a recent study, which shows that their expectations are out of step with reality.
Consumers don’t care about the metaverse
Is the metaverse (or metaverse) the advertised revolution, or a marketing stunt that will wither? Still difficult to predict, but what is certain is that it is a catch-all term where many terms are mixed. Maybe that’s why the consumers show some disinterest in him. In any case, this is what a recent survey by the firm Censuswide concluded.
As the study reminds us, the growth potential of the metaverse is significant: we estimate the potential revenue to 800 billion dollars by 2024. But for that, consumers still need to understand what it is.
In this study we learn that the majority see an interest whether the shopping experience is close to real life. In this regard, Spain is particularly optimistic… And France much less so:
Consumers ready to buy in the metaverse if the experience resembles real life
We also note that the people surveyed want above all be able to act faster. The study shows that consumer expectations may be out of step with the realities of future trade. She lists their wishes. Future consumers of the metaverse want to find:
- Virtual assistants with detailed product information
- Product information is offered in a more dynamic and rich way
- More customization
- Faster shopping
- Branded items exclusively from metaverse
Or elements that are not particularly specific to Web3.
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Generation Z more enthusiastic than their elders
Not surprisingly, Generation Z (between the ages of 16 and 24) is more enthusiastic than the 55 and over population category. So they are twice as likely to be interested in the metaverse.
In this study, we also note a great deal of vagueness about consumer expectations. 73% of them want to have a different shopping experience online or in store… But a large number also want to have shopping experiences that mimics real life.
Another important factor is sustainability and ecological obligations metaverse brands. This also meets the need for more information about a product. 88% of respondents make it a key issue in this new area.
But what ultimately emerges from this study is a discrepancy between consumer desires, and the metaverse as it is currently created of companies. On the one hand, we have people who want to have a very advanced virtual assistant that will give them complete information about products… And on the other hand, businesses that depend on interactivity and fun. The two visions therefore do not seem to overlap.
This study thus confirms that the question of the utility of the metaverse does indeed need to be addressed. Presented as revolutionary by its supporters, the concept certainly has considerable potential… But it still needs to be understood by consumers, which makes it rain or shine commercially.
👉 On the same topic – Dubai wants to become one of the capitals of the metaverse and Web3 by creating 40,000 jobs
published by editions Larousse
Source: Censuswide for Productsup
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