Metaverse: It’s the buzzword of the moment, garnished with all sorts of sauces by opportunistic companies and die-hard crypto fans. But is it really interesting for the consumer? Not very much, according to a recent study, which shows that their expectations do not match reality.
Consumers don’t really care about the metaverse
Is the metaverse (or metaverse) the heralded revolution, or a marketing stunt that will wither? Still hard to predict, but what is certain is that it is an all-encompassing term with many concepts intertwined. Perhaps this is why consumers show any disinterest in him. That is at least the conclusion of a recent study by the firm Censuswide.
As the study reminds us, the growth potential of the metavers is significant: we estimate the revenue potential up to $800 billion by 2024. But for that, consumers still need to understand what it is.
In this study we learn that the majority sees interest whether the shopping experience is close to real life. In that regard, Spain is very optimistic… And France much less so:
Consumers ready to buy in the metaverse if the experience resembles real life
We also note that the respondents mainly want able to act faster. The study shows that consumer expectations may not match the reality of the future of commerce. She lists their wishes. Future consumers of the metaverse want to find:
- Virtual assistants with detailed product information
- Product information presented in a more dynamic and rich way
- More customization
- Faster purchases
- Branded products exclusively from the metaverse
Or elements that are not specific to Web3.
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Generation Z more enthusiastic than their elders
Unsurprisingly, Generation Z (aged 16-24) is more enthusiastic than the population age 55 and older. they are so twice as likely to be interested in the metaverse.
In this study, we also note a great deal of uncertainty about consumer expectations. 73% of them want to have a different shopping experience online or in store… But a large part also want shopping experiences imitating real life.
Another important factor is: sustainability and ecological obligations metaverse characters. This also meets the need for more information about a product. 88% of those surveyed make it an important point in this new field.
But what ultimately emerges from this research is a discrepancy between consumer wishes, and the metaverse as it is currently created by companies. On the one hand, we have people who want a very advanced virtual assistant, who will give them complete information about products… And on the other hand, companies that rely on interactivity and fun. The two views do not seem to overlap.
This study thus confirms that the question of the usefulness of the metavers indeed needs to be addressed. The concept, presented as revolutionary by its supporters, certainly has considerable potential… But it has yet to be understood by consumers, that make it rain or shine in the field of commerce.
👉 On the same topic – Dubai aims to become one of the capitals of the metaverse and Web3 by creating 40,000 jobs
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Published by Editions Larousse
Source: Censuswide for Productsup
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