October 5th, 2023, Lesley Simeon
There’s no escaping the metaverse - or at least that’s what it feels like seeing brands jump in to experiment with it endlessly. But does that translate into consumers now being aware of the metaverse? This is precisely the question a recent YouGov survey answers.
According to the survey - which asks consumers around the world how much, if at all, they know about the metaverse - over a third of respondents (34%) say they have heard of the metaverse but know nothing about it. A further third say they know little about the metaverse (32%), while a fifth say they have never heard of it (20%). Just 7% of them claim to know a lot about the metaverse.
Demographic data reveals that consumers between 25 to 34 years of age are most likely to say they know a lot about the metaverse - one in ten of them say so.
Nearly two in five (37%) 18- to 24-year-olds say they know a little about the metaverse (the same as 25-34-year-olds).
Those aged 55 years and above lead in saying they have heard about the metaverse but know nothing about it (36%), followed closely by 45- to 54-year-olds (35%).
Finally, 10% of 18-to 24-year-olds haven't formed a view on the metaverse as yet - the most likely to say so across all age groups.
Let’s now look at data by country to see how much consumers know about the metaverse.
India accounts for the largest share of consumers who say they know a lot about the metaverse (16%); Denmark, for those who have never heard of it (50%)
UAE (15%), Australia (12%), Indonesia (9%) and Italy (8%) are some of the other markets surveyed whose consumers are most likely to say they know a lot about the metaverse. Sweden, Spain and Singapore are markets where consumers are least likely to say so (3% each).
In the US, fewer than two in five (38%) consumers know a little about the metaverse, with a similar proportion saying they have heard of the metaverse but know nothing about it (37%). Just 7% claim to know a lot. As for consumers in Great Britain, figures are lower than those in the US - just 4% claim to know a lot about the metaverse, with 42% of them saying they have heard of it but know nothing about it.
Indonesia and Italy lead all markets surveyed when it comes to consumers who know a little about the metaverse (45%) each.
More than half (55%) of consumers in Spain claim they have heard of the metaverse but know nothing about it - the largest proportion of consumers to say so across all markets surveyed. Hong Kong (46%), Great Britain (42%) and Mexico (41%) follow.
Finally, Hong Kong accounts for the lowest share of consumers across all markets (5%) who haven’t heard of the metaverse.
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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 18 markets with sample sizes varying between 511 and 1,999 for each market. All surveys were conducted online in May 2023. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.
Photo by UK Black Tech on Unsplash