What drives Metaverse engagement? Insights from British consumers

Over the past few years, brands have made bold moves into the metaverse, hoping to connect with consumers in new and immersive ways. However, the level of engagement varies among the British public. According to a new YouGov Surveys: Self-serve research, only 8% of British adults say they have visited the metaverse in the past 12 months. However, among those who own a virtual reality (VR) headset, this figure jumps to 41%.

How consumers engage in the Metaverse

Among those who have visited the metaverse in the past year, the most popular activity is playing free video games (46%). Paid gaming also sees strong engagement (31%) followed by social interaction (25%).

Beyond gaming and socialising, users explore various virtual experiences. Some 18% have tried virtual travel or tourism experiences, and 17% have streamed online content such as movies or TV shows. Some engage in fitness or wellness activities (15%) or customise their gaming experience with virtual skins, clothing, or accessories (14%).

Less common activities include purchasing tickets to virtual events (12%), exploring virtual art galleries (10%), and shopping for physical products (8%). Educational and professional experiences remain niche, with only 7% attending virtual conferences, training sessions, or brand events. Real estate and NFTs attract limited interest, with 7% purchasing virtual land and just 3% buying NFTs. Cryptocurrency transactions are rare among metaverse users in the UK, with only 1% reporting such purchases.

What features matter the most to Metaverse users?

For those already engaged in the metaverse high-quality graphics and immersive visuals is the most valued feature (50%). A smooth and seamless user experience matters to 42% of metaverse users, while 36% emphasise the importance of social interaction features. Security and privacy protections also play a role, with 32% citing them as a priority.

Customisability and compatibility matter to smaller segments of users. About 15% value customisable avatars and virtual identities, while 12% look for cross-platform compatibility and access to exclusive events. The ability to complete work-related tasks (7%) and opportunities for virtual shopping (7%) rank lower in importance.

Which brands could attract new users?

Among British adults who have not visited the metaverse in the past 12 months, certain brand categories could encourage them to explore it. Entertainment and media brands hold the greatest appeal, with 21% of non-users saying their presence in the metaverse would tempt them to join. Travel (17%) and art and culture (17%) brands also have potential to draw in new users.

Education (14%) and health and wellness (13%) brands appeal to some, while 13% say they are unsure what would attract them to the metaverse. Gaming (12%) and technology and electronics (10%) follow closely behind. Real estate, food and beverage, and fashion and apparel each attract 8% of non-users.

Other industries see lower levels of interest. Sports (7%), beauty and personal care (7%), and automotive (6%) brands have limited appeal. Finance and banking (4%) and luxury brands (3%) are among the least likely to draw new metaverse users. Some, 36% of American adults say none of the brand categories listed could persuade them to visit the metaverse.

What would make non-users most likely to join?

Activities or experiences that interest consumers would encourage one in five non-users to join. Some 18% say they would be more likely to engage if they could access the metaverse without a VR headset. Social connections are also a factor, with 16% saying they would be more inclined to participate if more people they knew were using it.

FOMO (fear of missing out) plays a role as well — 14% say they would be motivated if they felt they were missing out on an experience others were enjoying. A similar proportion would be persuaded by stronger security and privacy protections. Positive reviews or recommendations from trusted sources would influence 11% of non-users, while 7% would be drawn in by more opportunities to socialise, work, or learn.

Interest in virtual shopping or brand engagement is low, with only 4% saying they would join if there were more shopping opportunities, and just 3% if their favorite brands had a stronger presence.

Methodology: YouGov polled 1,000 GB adults online on February 4, 2025, between. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, race, political affiliation, education level and region. The margin of error is 3% for the overall sample.