For example, about 30 percent of consumers attributed their lack of interest in fitness-specific use cases to a lack of interest in the same application in “real life.” Instead, they favor use cases such as “at home try ons” that bridge the physical and the digital world. They are also less excited about products or services in the metaverse that don’t connect to their daily real-world activities. Consumers want real-world applicability.For example, in the fashion and beauty category and in the home category, consumers ranked virtual events and virtual homes in the bottom two use cases. Consumers are more willing to pay for product offerings that tie back to the physical world in some way than for those that are purely virtual. Consumers appear less interested in more futuristic offerings.We also see companies seeking to establish a foothold in the space by meeting consumers where they are-and where they may soon be.īut while about 60 percent of respondents to our survey had heard of the metaverse, they revealed nuances in how they approach the technology and their interest in products by category and use case. 2 “ What is the metaverse-and what does it mean for business?,” McKinsey, March 29, 2022. A quarter of executives believe more than 15 percent of company revenue will come from the metaverse in the next five years, and about 60 percent of consumers already using the metaverse prefer an immersive activity to a physical-world alternative. There’s no question the metaverse commerce playbook is still being written. We interviewed a representative sample of more than 1,000 US consumers aged 18 or older, screened on internet access and device ownership. Our research is based on the October 2022 Metaverse Consumer Survey, which tested consumer interest in a variety of metaverse use cases.
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