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Metaverse awareness more than doubled in seven months to reach 74% as of March 2022, a recent analysis of global consumer data by Wunderman Thompson Intelligence shows.
Even though a majority of the consumers surveyed — who are aware of the metaverse — are concerned over their privacy and children’s safety, they still agree that the metaverse is ‘the future,’ according to the report.
The percentage of global consumers who said they have heard of metaverse was 32% as of July 2021, which marks more than a 131% increase as it reached 74% in March 2022.
The report is based on consumer data collected by Wunderman Thompson among 3,005 people aged between 16 and 65 in the U.S., the U.K., and China.
High adoption
The majority of the participants showed high adoption rates toward the metaverse.
Among the participants who knew what the metaverse is, 74% believed it is “the future,” while 72% said it is the “next big thing.” Another 68% and 66% said the metaverse “is the next internet” and “is life-changing,” respectively.
Another 82% of those who know what the metaverse is said it will become a place to socialize. Other answers also indicated that most participants said it would become a place to shop and work.
Metaverse is social and inclusive
The survey results indicated that the metaverse is shifting from digital engagement toward consumption and active creation.
60% of the participants familiar with the metaverse said brands should be manufacturing and selling digital products on the metaverse alongside physical products.
As the metaverse is primarily perceived as a socialization platform by the survey participants, 76% of them said they wanted their avatar to express their creativity in ways they can’t in the physical world.
Another 51% said they felt it would be easier to be their authentic selves in the metaverse.
Participants also thought the metaverse would be highly inclusive. The majority said that the metaverse could bring people together, but both the brands and the participants should make sure the metaverse is inclusive of all people,
Concerns
Despite high adoption rates, the majority of the participants also shared the same concerns about the metaverse.
Most of the concerns were related to the children in the metaverse. 72% of the participants said they were worried about children’s privacy, while 66% said they were concerned about the children’s safety. Another 57% said they were worried about being bullied, both for themselves and their children.
Regarding data and privacy, the percentage of the participants who were worried about their own privacy and data protection was 69%, a clear concern that’s ever-increasing.