Metaverse: this is the buzzword of the moment, embellished with all the sauces of opportunistic companies and die-hard crypto-fans. But is this really in the interest of consumers? Not so much as a recent study, which shows that their expectations are not in step with reality.
Consumers don’t really care about the metaverse
Is the metaverse (or metaverse) the heralded revolution, or a marketing stunt that will wither? It is still difficult to predict, but what is certain is that it is a catch-all term in which many concepts are mixed. Perhaps this is the reason for consumers show indifference to him. This is in any case what concludes a recent study by the company Censuswide.
As the study reminds us, the growth potential of the metaverse is enormous: 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 know that most people find interest if the shopping experience is close to real life. In this regard, Spain is more optimistic … And France is much less:
Consumers are willing to buy into the metaverse if the experience resembles real life
We also noticed that the people in question wanted more than anything else the transaction will be faster. The study shows that consumer expectations may be out of step with the realities of the future of commerce. He listed their desires. Future consumers of the metaverse will 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 metaverse
Or non-Web3 specific elements.
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Generation Z is more energetic than their elders
Unsurprisingly, Generation Z (between 16 and 24 years old) is more enthusiastic than the 55 and over population category. They are like that doubly likely to be interested in the metaverse.
In this study, we also found a great ambiguity about consumer expectations. 73% of them want to have a different shopping experience online or in store… But a large part also want to have shopping experiences which imitates real life.
Another important thing is sustainability and ecological commitments metaverse marks. It also addresses the need for more information on a product. 88% of those asked made this a key issue in the new field.
But what ultimately emerged from this study was a difference between consumer preferences, and the metaverse as it is currently being created in companies. On the one hand, we have people who want to have an advanced virtual assistant, which will provide them with complete information on products… And on the other hand, companies that rely on interactivity and entertainment. So the two visions do not seem to overlap.
This study thus proves that the question of the usefulness of the metaverse must be answered. Presented as revolutionary by its supporters, the concept certainly has great potential… However it still needs to be understood by consumers, which makes it rain or shine in terms of trade.
👉 On the same topic – Dubai wants to become one of the capitals of the metaverse and Web3 by creating 40,000 jobs
published in editions Larousse
Source: Censuswide for Productsup
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