The metaverse represents an emerging and exciting channel for connecting young, digitally savvy consumers to brands, their products and their values – but brands need to approach virtual spaces with a mix of creativity and common sense. For example, millions of people in today’s virtual environments are primarily focused on gaming and creating – and the researchers behind a recent quantitative study (and analytical report on metaverse advertising ) believe that brands have a role to play as long as they contribute to this whole. meaningfully immersive experience.
The study of American adult users of the virtual world revealed that:
- Consumers like the way companies try to engage with virtual worlds. When PSFK asked American adult users of the virtual world if their perception would change if a brand they knew operated in a virtual world, 39% said their perception of a brand would be improved, while only 6% said that she would deteriorate.
- When experiencing it in a virtual world, consumers don’t want brands and retailers to try something radically new. In fact, PSFK researchers found that 58% of American adult users in the virtual world would most value a similar or very similar brand experience to what they find in the real world.
- Brands and retailers need to remember that American adults just want to have fun when connecting to virtual worlds. When asked by PSFK researchers what they like to do there, the top responses were gaming (57% of virtual-world adult users in the US), visiting real-world meta-versions (45%), time with like-minded people (38%) or remixing the world they discover (37%). Interaction with businesses ranked lower on the list – with 33% of them interested in testing products and only 20% enjoying shopping.
- When it comes to meeting other avatars or gamers in virtual worlds, PSFK researchers found that American adult users of the virtual world overwhelmingly prefer people they know (friends 57%, family 37% %, colleagues 17%), but there is some interest in interacting with avatars who can teach or instruct (fitness and wellness trainers 22%, advisors and mentors 20%). Only 16% would prefer to interact with well-known social media influencers or business representatives.
PSFK Metaverse and Brands Survey, USA, 2022
The PSFK Quantitative Survey was conducted March 3-4, 2022. The total audience was American adults between the ages of 18 and 65. The survey was a “basic census” balanced in terms of age and gender. The 388 respondents had household incomes between $0 and $200,000.
For a copy of the full survey results, contact: [email protected]