45% of French say they understand what an NFT is

67% of users know what the metaverse is

Sortlist, a company specializing in connecting advertisers and marketing agencies, just published a study devoted to the metaverse and non-fungible tokens (NFTs). The study, called “How to use the metaverse? Selling entertainment, the key to doing more business »is primarily intended for specialists in online advertising and commerce.

To provide an overview of Internet users’ expectations and perceptions, Sortlist conducted a survey: 1,000 people over 18 years old in Belgium, Germany, Spain, France and the Netherlands. Attendees included average internet users, business executives and marketers.

First observation: the majority (67%) of internet users claim to understand what the metaverse is. There is a big difference between countries. For example, 80% of Spaniards say they know what the metaverse is, against 55% of the French† In a Yougov survey last March, only 30% of French people claimed to understand, at least partially, the digital universes accessible through virtual or augmented reality.

Most respondents describe the metaverse as a “virtual world”† Note that the percentage of individuals who seem to have actually understood the concept varies little with age† For example, 60% of 18-24 year olds define the metaverse as a virtual world, compared to 47% of 25-34 year olds, 60% of 34-44 year olds, 54% of 45-64 year olds and 55 % elderly 54 years.

You will notice that many participants think that the metaverse is alone Facebook’s new name, which renamed itself Meta at the end of last year. They also evoke Web3, cryptocurrency or even the prospect of a “new google”

👉 Discover our top 4 promising metaverses for 2022

Half of users distrust the metaverse

User expectations about the metaverse are several. Some study participants want to immerse themselves in it to escape the real world (19%), have fun (15%) or otherwise interact (13%). Leisure seems to be the main motivation for users, although some respondents look to the metaverse to seize opportunities (12%) or do business (9%). Sortlist noticed a difference between the reactions of men and women:

“The metaverse represents an escape from the real world for women (58%), while it represents the future for men (53%).

The study also points the finger mistrust user about the metaverse. In reality, “more than half of the users surveyed say they do not trust this concept of virtual worlds”, the company underlines. 54% of the respondents say they do not trust a virtual world.

Distrust is less pronounced among younger users. 53% of 25-34 year olds trust digital worlds, compared to only 12% of those over 54† As Sortlist points out, “Older users are the most knowledgeable about what the metaverse is, they are also the most skeptical. Younger users seem more optimistic despite knowing less”

To explain users’ distrust, the study points the finger cybersecurity risks† In addition, this is the top concern of 38% of companies, Sortlist notes “a new paradise for hackers” trying to steal user data.

Internet users are reluctant to invest in NFTs

The research also focuses on non-fungible tokens (NFTs). 59% of participants say: understand what an NFT is† Again, it seems that the French are less comfortable with the concept than the average. 45% of respondents living in France know what a non-fungible token is, compared to 53% of residents of the Netherlands, Germany (65%) and Spain (69%). Also note that 75% of Belgians understand what an NFT is.

Although most respondents understand the concept, 61% of internet users do not intend to invest in the non-fungible token sector. In addition, only 17% of those surveyed believe this to be the case “reliable investment opportunities”† Yet 59% of internet users say they are hesitant. The opinion of the majority of users has not yet been decided.

👉 Read also: The luxury brand Hermès wants to use the metaverse as a means of communication

Source: Sortlist, Forbes

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About the author : Florian Bayard

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