The metaverse represents an emerging and exciting channel to connect younger, digitally-savvy consumers to brands, their products and values – but brands need to approach virtual spaces with a mix of creativity and common sense. For example, millions of people in virtual environments today are primarily focused on playing and creating – and researchers behind a recent quantitative study (and analytical report on metaverse advertising) believe that there is a role for brands as long as they are contributing to this overall immersive experience in a meaningful way.
The study of US adult virtual world users found that :
- Consumers appreciate how corporations are trying to get involved with virtual worlds. When PSFK asked US adult virtual world users if their perception would change if a brand they knew was operating in a virtual world, 39% said their perception of a brand would be improved while just 6% said it would worsen.
- When they experience them in a virtual world, consumers don’t want brands and retailers to be trying anything radically new. In fact, PSFK researchers found that 58% of US adult virtual world users would most enjoy a brand experience that is similar or very similar to the ones they find in the real world.
- Brands and retailers need to remember US adults just want to have fun when they log into virtual worlds. When asked by PSFK researchers what they like to do there, the top responses were play (57% of US adult virtual world users), visiting meta-versions of the real world (45%), hanging out with likeminds (38%) or remixing the world they discover (37%). Interaction with companies ranked lower on the list – with 33% interested in testing products and only 20% enjoying shopping.
- When it comes to meeting other avatars or players in virtual worlds, PSFK researchers found that US adult virtual world users overwhelming preferred people they know (Friends 57%, Family 37%, Co-Workers 17%) but there is some interest in interacting with avatars that can teach or instruct (fitness & wellness coaches 22%, advisers & mentors 20%). Only 16% would prefer to interact with known social media influencers or corporate representatives.
PSFK Metaverse & Brands Survey, US, 2022
The PSFK quantitative survey was conducted March 3-4, 2022. The total audience were US adults aged between 18 and 65 years old. The survey was a ‘basic census' balanced in terms of age and gender. The 388 respondents had household income between $0-$200k.
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