Metaverse: What Do Consumers Expect?


By analyzing over 5,000 respondents over the age of 16 in the US and Europe on Metaverse, Censuswide allows us to see user expectations more clearly. These resources can also provide food for thought for brands and companies working to build the Metaverse. Here are the most important lessons to learn!

Key consumer expectations

The study allowed reflect the basic expectations of consumers when it comes to shopping in the metaverse. Here is a ranking of the 5 most cited elements:

  1. Virtual assistants providing product information (26%)
  2. Provide more dynamic information (26%)
  3. Greater customization (25%)
  4. Ability to shop faster with Metaverse (24%)
  5. Buy products available only through the Metaverse (24%)

To the question”What factors increase the likelihood of purchasing a product in the Metaverse?The most frequent answers are:

  • 46% for a realistic virtual experience, such as being able to see a digital image of a house with augmented reality glasses.
  • 45% for faster return processing times
  • 44% for the opportunity to purchase a Metaverse product that is physically delivered to your home.

Different expectations according to age

When it comes to buying behavior, the question of age is perhaps the one that brings out the differences most clearly. As shown in this graph, which shows the incentives for two age groups (16-24 and 55+) to shop in the Metaverse based on several criteria:

The first observation that can be made is that people between the ages of 16 and 24 are much more likely to shop in the metaverse than those over 55, regardless of the criterion used. Both age groups seem to attach the utmost importance to the same criterion: the ability to virtually test the properties of a product.

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The logic of the same age can also be found in topics such as durability. Therefore, when purchasing a product or service, and also within the metaverse, the younger generation is very sensitive to the fact that the company communicates the criteria for the sustainability of the project. On the contrary, the generation over 55 mainly wants to find information about the project in question easily. While they are not indifferent to sustainable development issues, people over 55 attach less importance to them.

The survey also highlights that consumers who care about product sustainability are twice as likely to make a purchase in the metaverse than consumers who care less about the environment.

Again, this is an important lesson from this study. Expectations can vary greatly by country. Therefore, for Spanish consumers, the ability to offer a realistic metaverse service (the concept of realism) will be a key variable. Much less for Danish or British consumers. Therefore, while 67% of respondents in Spain attach great importance to this criterion in defining the Metaverse experience as ‘good’, in the UK only 33% think so.

On this first point, the French consumer is close to 42% of the average consumer. In contrast to 44% of 5698 respondents of all nationalities combined. The same goes for the likelihood of buying a product in the metaverse, assuming the buying process is faster. Again, Spanish consumers are the most likely to buy in the Metaverse based on this criterion. Consumers in Denmark, Norway and the UK do not seem to place much value on this payment time variable.

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Feedback on the survey methodology

The survey was conducted by a research company general census 5,698 consumers aged 16 and over. This study, conducted in 11 countries in Europe and the United States, aims to better understand and map consumer expectations when it comes to the Metaverse.

Although the primary purpose of this survey has never been to provide information to companies operating in the sector, it may provide some information despite regional and generational differences, which can be significant. Therefore, with this survey, companies in the sector will be able to more easily share experiences and adapt them to the physical world. According to Grand View Research, the Metaverse market could be worth nearly $ 800 billion by 2030, according to Grand View Research, which predicts the industry will grow at a compound annual rate of around 40%.

See also: Metaverse: What Do the French Think?

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