67% of users know what a metaverse is
Sortlist, a company that specializes in connecting advertisers and marketing agencies, recently published a study dedicated to metaverse and non-fungible tokens (NFTs). The study, called “How to use the metaverse? Selling entertainment, the key to creating more business »primarily intended for online advertising and commerce specialists.
To provide an overview of the expectations and perspectives of Internet users, the Sortlist was surveyed 1,000 people over 18 years of age in Belgium, Germany, Spain, France and the Netherlands. Attendees included typical Internet users, business leaders and marketers.
First observation, the majority (67%) of Internet users claim to understand what a metaverse is. There is a strong disparity between countries. Thus, 80% of Spaniards say they know what the metaverse is, contra 55% of the French. During a Yougov study in March, only 30% of French claimed to understand, at least partially, digital universes accessible through virtual or augmented reality.
Most respondents described the metaverse as a “virtual world”. Note that the proportion of individuals who seem to really understand the concept there is little difference in age. For example, 60% of 18-24 years of age define the metaverse as a virtual world, compared to 47% of 25-34 years of age, 60% of 34-44 years of age, 54% of 45-64 years of age, and 55. % of the elderly.54 years.
It can be noticed that many participants thought that the metaverse was just that New Facebook name, which rebranded itself as Meta late last year. They also sparked Web3, cryptocurrency or even the hope of a “new Google”.
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Half of users have no confidence in the metaverse
Expected by the user about the metaverse a lot. Some study participants wanted to immerse themselves in it in order to escape the real world (19%), have fun (15%) or otherwise interact (13%). Entertainment seems to be the main motivation for users, even if some respondents look to the metaverse to capture opportunities (12%) or do business (9%). The Sortlist noted differences between male and female responses:
“The metaverse represents an escape from the real world for women (58%), while it represents the future for men (53%).
The study also focused on the finger no user trust about the metaverse. In effect, “More than half of the users we surveyed said they don’t trust this concept of virtual worlds”, lined up with the company. 54% of respondents said they did not trust a virtual world.
Distrust is less visible to young users. 53% of 25-34 year olds are dependent on the digital world, compared Only 12% of those over 54. As the Sortlist points out, “Older users are the most knowledgeable about what the metaverse is, they’re also the most skeptical. Younger users seem to be more optimistic even when they don’t know anything.”.
To explain the distrust of users, the study pointed the finger cybersecurity risks. In addition, it is the biggest concern for 38% of companies, according to Sortlist. “a new paradise for hackers” seeks to steal user data.
Internet users are reluctant to invest in NFTs
The study also focused on non-fungible tokens (NFTs). 59% of participants said understand what NFT is. Once again, it seems that the French are less comfortable with the concept than usual. 45% of respondents living in France know what a non-fungible token is, compared to 53% of residents in the Netherlands, Germany (65%) and Spain (69%). It should also be remembered that 75% of Belgians understand what an NFT is.
Although most respondents understood the concept, 61% of Internet users do not plan to invest in the non-fungible token sector. In addition, only 17% of those surveyed believe this is the case “reliable investment opportunities”. However, 59% of Internet users say they are skeptical. The opinion of the majority of users has not yet been decided.
👉 Read also: The luxury brand Hermès wants to use the metaverse as a communication tool
Source: Sortlist, Forbes
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