Even though the metaverse is still evolving, Sitecore, a leader in end-to-end digital experience software has released its 2022 Perceptions of the Metaverse report which shows that many individuals are – good news – optimistic about the future of the metaverse.
According to Sitecore’s report, 42% of U.S. consumers claim to be metaverse enthusiasts when it comes to their experience with digital environments, saying that they’re excited to attend virtual events, tour homes, try on clothes and pursue adventures. And – when the wrinkles are all ironed out – 79% of consumers also expect to spend more time in the metaverse than any other social media app.
Moreover, 88% of consumers from the survey expect to see brands sell and advertise in the metaverse a year or two from now with 59% voting that brands will use direct messages, 52% opting for pop-ups, and another 52% are convinced brands will use influencer marketing.
The majority of marketers (90%) also believe that if the metaverse is perfected, it will help businesses solve challenges while 69% of marketers say they plan on building metaverse experiences next year.
Good news and food for thought
Speaking of their findings, Paige O’Neill, Sitecore CMO stated, “When it comes to consumer interest and the need for marketers to start planning for and building metaverse-like experiences, the moment has arrived. Our 2022 metaverse survey reports that consumers expect marketers and brands to devote significant budget and time to creating metaverse experiences that live up to their expectations, are inclusive, unique and personalized. The metaverse presents a new marketing frontier to engage and connect with consumers. Brands and marketers who understand and are starting to embrace and explore this new frontier are already ahead of the game.”
Additional findings in Sitecore’s report also show that in terms of building and investing in the future, 31% of marketers say the metaverse is already part of their current marketing program, while 56% of marketers say they’re already investing in “metaverse-like technologies,” such as AR and VR. Early investments into mixed reality are a strategic metaverse play as well, with 47% of consumers saying they’ll use a virtual reality console to access and spend time with brands in the metaverse while 33% say they’ll use gaming consoles.
Get the full metaverse report for marketers: US and UK as well as the full metaverse report for consumers: US and UK.
Isa Muhammad is a writer and video game journalist covering many aspects of entertainment media including the film industry. He's steadily writing his way to the sharp end of journalism and enjoys staying informed. If he's not reading, playing video games or catching up on his favourite TV series, then he's probably writing about them.
