Metaverse sees awareness/activity gap

Almost half of online consumers in the US are not familiar with the term “metaverse”, but a much greater proportion are already engaging in activities related to this virtual space, according to a study from Vox Media and UTA.

Based on a survey fielded to a representative sample of 4,050 of web users in the 13–60-year-old age group, and undertaken in a tie-up with consultancy The Circus, the research found there was considerable potential for the metaverse, even if many people are not sure what this word means.

The awareness/activity gap

• Forty-eight percent of participants agreed with the statement that they “know nothing about the metaverse”.
• However, fully 68% of contributors aged between 13 and 56 years old had engaged in activities related to the metaverse, such as using platforms like Roblox and Decentraland or playing games like Fortnite.
• That figure rose to 88% among members of Gen Z. A further 53% of this cohort also agreed they were “more comfortable” in the metaverse than real life.

“Themed” metaverses are a popular idea

• The vast majority of interviewees agreed they would be interested in a metaverse space based around a specific theme.
• Sports led the rankings here on 84%, ahead of automotive on 83% and beauty on 82%. Arts and culture posted 81%, as did health and fitness, as well as celebrities and entertainment.
• Travel (79%), apparel (77%), food (76%) and self-improvement (75%) also performed well on this metric.

Opportunities for brands and media owners

• Eighty percent of contributors were open to the idea of companies being active in the metaverse, and 53% would look to brands to help them enjoy experiences they could not have in the real world.
• Opportunities exist for media companies, too. Forty-nine percent of book and video game fans would prefer a new instalment of their favorite content franchise in the metaverse rather than traditional formats.
• Forty-three percent of anime fans agreed with this statement, as did 40% of movie lovers and 30% of book and television enthusiasts.
• Sixty-four percent of interviewees were enthused by new access opportunities, like seeing a live event held in another city. Fifty-one percent referenced perks like backstage access as a potential benefit of the metaverse in this regard.

Sourced from UTA