48% of US consumers are still unfamiliar with metaverse: Survey

Nearly 48% of consumers haven’t heard of the term ‘metaverse’ and only 5% consider themselves an enthusiastic user of it, according to a new survey, which polls mainly were women (58%) and focused on respondents between the ages of 18 and 59 in the US. About 47% are vaguely aware of the term and still don’t know how to use it.

Only 18% of the total consumers surveyed said that they interact with the virtual world. Of the 100 consumers surveyed who interact with the virtual world, 76% play a game and 39% socialize in it, according to a February 2022 consumer study by CommerceNext, in partnership with Bizrate Insights, Coresight Research and CommX.

Although only 30% of the group shopped in the metaverse, these respondents indicated that they were interested in activities such as shopping in the virtual mall and trying on virtual clothes and accessories when they were asked about the potential activity related to shopping in future metaverse visits. Notably, respondents expressed the most interest in purchasing real-world products, a glimmer of hope for metaverse-affiliated retailers.

Nearly 48% of consumers haven’t heard of the term ‘metaverse’ and only 5% consider themselves an enthusiastic user of it, according to a new survey, which polls mainly were women (58%) and focused on respondents between the ages of 18 and 59 in the US. About 47% are vaguely familiar with the term and still don’t know how to use it.

“Our survey data indicates that awareness of the metaverse is generally low, but the potential is high,” said. Veronika Sonsev, co-founder of CommerceNext. “While most shoppers are unfamiliar with the metaverse, those who enter the virtual world appear to be more inclined to shop in the future metaverse.”

“Despite the hype, this timely research helps determine where the metaverse really is for consumers, while also showing where it can have a meaningful impact in the long-term,” said. Brian Walker, chief strategy officer at Bloomreach, founding member of CommX. “For brands, their metaverse marketing strategy can be brand-focused and PR benefits as they begin to experiment and learn. Overall, retailers won’t miss out on sales if they don’t focus on supermarkets right now, as consumer adoption is still early, but they’ll want to keep an eye on technologies and platforms. Emerging platforms as potential revenue drivers as shopper awareness and usage grow.”

Fiber2 Fashion News Desk (KD)