Metaverse: it’s the buzzword of the moment, which is embellished with all the sauces by opportunistic companies and hardened crypto-fans. But is it really of interest to consumers? Not that much according to a recent study, which shows that their expectations are out of step with reality.
Consumers don’t really care about the metaverse
Is the metaverse (or metaverse) the announced 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 concepts are mixed. Perhaps this is why consumers show some disinterest in him. This is in any case what concluded a recent study by the firm Censuswide.
As the study reminds us, the growth potential of the metaverse is substantial: we estimate the potential turnover 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 sees 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 questioned want above all be able to transact faster. The study shows that consumer expectations may be out of step with the realities of the future of commerce. She lists their desires. Future consumers of the metaverse want to find:
- Virtual assistants with detailed product information
- Product information offered in a more dynamic and rich way
- More customization
- Faster purchases
- Branded products exclusively from the metaverse
Or elements that are not particularly specific to Web3.
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Generation Z more enthusiastic than their elders
Unsurprisingly, Generation Z (between 16 and 24 years old) is more enthusiastic than the population category aged 55 and over. They are so twice as likely to be interested in the metaverse.
In this study, we also note a great vagueness concerning consumer expectations. 73% of them want to have a different shopping experience online or in-store… But a large proportion also want to have shopping experiences that imitate real life.
Another important factor is sustainability and ecological commitments metaverse marks. This also meets the need for more information on a product. 88% of those questioned make it a key issue in this new field.
But what ultimately emerges from this study is a discrepancy between consumer desires, and the metaverse as it is currently created by companies. On the one hand, we have people who wish to have a very advanced virtual assistant, which will give them complete information on products… And on the other hand, companies which rely on interactivity and fun. The two visions therefore do not seem to overlap.
This study thus confirms that the question of the usefulness of the metaverse must indeed be addressed. Presented as revolutionary by its supporters, the concept certainly has significant potential… But it still needs to be understood by consumers, which make rain or shine in terms of trade.
👉 On the same subject – 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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