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What the numbers say: In a survey conducted by Morning Consult in June 2022, 43% of U.S. adults said they had no knowledge of the metaverse, while 21% had little knowledge, and 10% had a lot of awareness, with 27% having some. Relevance: Media companies are showing interest in the metaverse due to the familiarity of younger consumers; however, most of these companies have not invested heavily in this space, given the relatively high level of unfamiliarity among U.S. consumers. A survey by Roblox on Gen Z in the U.S. between 14-24 found that 70% say that they dress their avatars similarly to their in-real-life (IRL) selves, and roughly 75% say that they plan on spending money on digital fashion. Which brands should care: The impact of the metaverse will be seen in various industries, such as gaming, entertainment, advertising, and retail, among others. For now, entertainment is the biggest draw to platforms that power the metaverse. |
