04/07/2022
A new study, “New Realities: Into the Metaverse and beyond,” by Wunderman Thompson Intelligence found that awareness of the Metaverse had doubled, reaching 74% in March 2022.
The survey of 3,005 consumers aged 16 to 65 across the United States, the United Kingdom and China, along with in-depth interviews with 15 people, found that the population was increasingly aware of the Metaverse. The main concerns were privacy and the safety of young people, while respondents also agreed that the Metaverse represents the future.
In July 2021, only 32% of respondents had heard of and received information about the Metaverse. By March 2022, awareness had risen to as much as 74%, more than double the level recorded the previous year.
Although awareness of the Metaverse has increased significantly, understanding of it remains very limited. Many people still do not understand what the Metaverse is or have a clear picture of its purpose. Only 15% said they understood it well enough to explain it.
The Higher the Adoption, the Greater the Awareness and Benefits
The study also found that respondents who understood the Metaverse offered interesting perspectives. Some 74% believed that the Metaverse represents the future, while 72% described it as “the next big thing.” Another 68% called it the new world of the internet, and 66% said it would change their lives. Meanwhile, 82% of those who had received information about the Metaverse said it would be a space for communication. Some also agreed that, in the future, it would become a space for buying and selling goods and services, as well as for work.
Emma Chiu, who conducted the study, said: “As much of our lives moves toward virtual worlds, it is becoming increasingly clear that the Metaverse will be a tool for the future. This survey also clearly shows that the Metaverse is set to transform a range of industries.”
Consumers also expressed strong expectations for the Metaverse to appear in the entertainment industry, at 90%. A further 85% expected to see the Metaverse used in advertising, 89% in retail, and 85% expected it to create an impact in the fashion industry, among other areas.
The Metaverse Will Become a Space for People to Gather as a Large Social Community
The survey also found that the Metaverse will transform the digital world, driving more exciting forms of consumption and creativity.
Some 60% of respondents who had heard of the Metaverse wanted brands and companies to begin selling digital products in the Metaverse alongside products sold through their existing stores.
As the Metaverse becomes part of the social landscape, the survey also found that 76% of respondents wanted their own avatar to express their identity and creativity in ways that are not possible in the real world. Another 51% said they could be themselves more easily in a virtual world.
Furthermore, the survey found that entering the Metaverse could give people a sense of unity and belonging. Most respondents said virtual worlds would make it easier for people to come together, but stressed that everyone who enters must be able to remain connected as one community.
The More People Use It, the More Concerns They Face
Whether in the internet, the cryptocurrency world or the Metaverse, acceptance and usage are continuing to grow. The survey found that respondents’ main concerns about the Metaverse involved the privacy of young people. Another 66% were concerned about the safety of young people, while 57% were concerned about bullying directed at themselves and young people.
Regarding data privacy, as many as 69% remained concerned about data privacy and measures to protect personal information. These groups also appeared to place significant importance on privacy.
Source:
https://www.wundermanthompson.com/insight/new-trend-report-into-the-metaverse
https://cryptoslate.com/metaverse-awareness-has-more-than-doubled-in-6-months/