Meh on the Metaverse: How Americans Feel About Virtual Worlds

Meh on the Metaverse: How Americans Feel About Virtual Worlds

Martech — Wed., Sep. 14, 2022

Americans have a lukewarm attitude towards the metaverse/virtual worlds, according to research from Ipsos. 39% of respondents don't find the metaverse personally interesting, and only 19% think it will enable them to do new things. Younger Americans tend to be more interested in participating in activities in virtual worlds such as virtual entertainment, connecting with friends and family, and learning a personal or work skill.

The survey was conducted between June 30 and July 1, 2022, among 1,120 US adults. 25% believe the metaverse is primarily for gamers, 22% view it as a risk to their privacy, and 20% think it is just a lot of hype. The majority of US adults say they are not interested in doing things in the metaverse such as attending meetings, playing games with strangers, going shopping, watching shows or movies, or traveling to new cities.

Younger Americans are more likely than older Americans to view activities such as buying virtual art and buying virtual land as "brilliant." Additionally, more than a third of Gen Z and Millennial respondents express interest in virtual entertainment experiences and in connecting with friends and family virtually.

... continue reading below
Sign up for free to read the full article.
Enter your email address to continue reading

Meh on the Metaverse: How Americans Feel About Virtual Worlds

Don't worry ... it's FREE!

Already a member? Sign in now.

Related Articles

Customer Data Platforms for the Modern Marketer

Customer Data Platforms for the Modern Marketer

The first-ever Magic Quadrant for customer data platforms by Gartner signifies a milestone in the maturation and essentiality of CDPs within the martech ecosystem. In a data-centric, customer-first marketplace, CDPs have become a strategic imperative.

CMOs: The Top Martech Challenges for B2B Enterprises

CMOs: The Top Martech Challenges for B2B Enterprises

Chief marketing officers at B2B enterprise companies say the biggest technology challenge they face is integrating various solutions effectively, according to recent research from Modern.

Measurement Will Collapse the Ad Stack and Change the Economics of Programmatic

Measurement Will Collapse the Ad Stack and Change the Economics of Programmatic

A pivotal shift in programmatic advertising is long due as enhanced measurement practices challenge the traditional ad stack and reshape the economics of programmatic. Learn more.

The Most Important Content Management System Features

The Most Important Content Management System Features

Which features do users consider essential in a content management system (CMS)? Which features do they wish their CMS had? Which CMS trends are they interested in pursuing?

How Salestech Can Embrace Customization at Scale

How Salestech Can Embrace Customization at Scale

In an age when every digital interaction by potential buyers leaves a trace, salestech can help sellers and marketers harness a wealth of data. As a result, customization, at scale, is both possible and necessary.

Frustrated With Marketing Automation? How Feature Bloat Is Undermining Your Efficiency

Frustrated With Marketing Automation? How Feature Bloat Is Undermining Your Efficiency

In the race to build bigger and better solutions, martech vendors have ended up with so much "extra stuff" in their products that doing even basic work has become difficult. The result for marketers: frustration and wasted time. What can be done?

Subscribe to the MarketingProfs Today newsletter