The metaverse, “mainstream” hieroglyph that hardly anyone understands

The IS metaverse It’s on everyone ‘s lips for the past few months and, because of being in the soup, it has become accustomed to a consumer who, however, does not quite understand what is really hidden behind this abstruse concept. . According to a study conducted in March three Wunderman Thompson information, 74% of consumers say they have heard of the metaverse (compared to 32% who were familiar with this concept in July last year).

Unfortunately, the consumer’s familiarity with the metaverse does not mean understanding, as only 15% admit that they can adequately explain this concept to others.

However, and despite the fact that the metaverse is still a hieroglyph type for many people, two-thirds of consumers estimate that this concept may have transformed their lives. Similarly, 68% of consumers refer to the metaverse as the next generation internet and 74% consider this concept to be directly related to the future.

However, doubts and concerns remain about the metaverse. 72% of parents do not hide their concerns about their children’s privacy in this environment and 66% are also concerned about their children’s safety.

Despite not having a few clouds hanging over the metaverse, Wunderman Thompson Intelligence Reportput 3,000 consumers in the United States, the United Kingdom and China under the microscope, suggests that this concept has influenced people’s discourse, which could accelerate its massive adoption.

Most consumers think that metrics will have an impact on the advertising industry

In which the lack of a truly unique (and unambiguous) definition has a decisive influence on this concept that people know but do not yet understand the metaverse.. Wunderman Thompson defines the metaverse as “an extension of our own world, conveniently enhanced by technology.” However, other, more complex definitions of this concept refer to the use of virtual reality tools, participation in a multitude of activities, and the transfer of the user ‘s own identity to the virtual worlds. So imagine, for example, the metaverse Target.

On the other hand, many connect the metaverse to a universe “gambling”, where platforms like Fortnite or Roblox are considered an integral and inevitable part of this concept. However, while “gaming” is an important precursor to the metric, its functionality has been available to brands for many years.

It should be noted, however, that Budget brands may tend to pour into “gaming” before more ambitious investments in the metaverse. In November last year, Nike launched the Nikeland virtual space on Roblox, where users can virtually try out American brand items and participate in games.

The fact is that these activities are very popular with consumers. In March Nikeland had already attracted, for example, almost 7 million users. And Wendy ‘s recent campaign for the opening of a restaurant in Horizon Worlds reached an audience of 52 million users.

Advertisers should also encourage and hope for one piece of information: 89% of consumers see advertising as an industry likely to be affected by the metaverse. The impact of this technology will also be felt in retail (86%), fashion (85%) and finance (82%).