Metaverse: it’s the buzzword of the moment, which is embellished with all kinds of sauces by opportunistic companies and hardened crypto-fans. But do consumers really care? Not so 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 the announced revolution, or a marketing coup that will fade away? It’s still hard to predict, but what is certain is that it’s a catch-all term where many concepts are mixed up. Maybe that’s why consumers are showing a certain disinterest in it. At least that’s what a recent study by Censuswide concluded.
As the study points out, the growth potential of the metaverse is substantial: the potential turnover is estimated at 800 billion dollars by 2024. But for that to happen, consumers must understand what it is.
In this study, we learn that the majority sees an interest in it if the shopping experience is close to real life.
We also note that the people surveyed want above all to be able to carry out transactions more quickly. The study shows that consumers’ expectations may be out of sync with the realities of the future of commerce. It also lists their desires. Future metaverse consumers want to find:
- Virtual assistants with detailed product information
- Product information offered in a more dynamic and richer way
- More personalization
- Faster shopping
- Branded products exclusively from the metaverse
So elements that are not particularly specific to Web3.
Generation Z is more enthusiastic than their elders
Unsurprisingly, Generation Z (between the ages of 16 and 24) is more enthusiastic than the 55+ demographic. They are twice as likely to be interested in the metaverse.
In this study, there is also a great deal of uncertainty regarding consumer expectations. 73% of them want a different experience from online or in-store shopping… But a large portion also want shopping experiences that mimic real life.
Another important factor is the sustainability and green commitments of the metaverse brands. This also ties in with the need for more information about a product. 88% of the respondents make this a key issue in this new field.
But what emerges from this study is a gap between consumers’ desires and the metaverse as it is currently created by companies. On the one hand, we have people who want to have a very advanced virtual assistant, which will give them complete information about products… And on the other hand, companies that focus on interactivity and fun. The two visions do not seem to overlap.
This study confirms that the question of the usefulness of metavers must be addressed. Presented as revolutionary by its proponents, the concept certainly has a significant potential… But it still needs to be understood by consumers, who are the ones who make all the difference in terms of commerce.