American and British research has shown that most do not want to shop in the metaverse and think that all these innovations are the most common hype.
If you’ve never heard of the metaverse or think it’s some kind of Facebook fabrication, know you’re not the only one. As many as 49% of U.S. consumers are unaware of the metaverse, according to a survey by marketing automation platform Klaviyo.
Not interesting enough for young people?
Research has found that younger Americans don’t really want to shop in the metaverse at all; 65% of young people aged 18 to 24 said they were not at all interested in this option.
Facebook’s rebranding in Meta seems to have left a mark as 17% of American consumers believe the metaverse is actually Facebook. But even those who know about the metaverse feel skeptical, as 78% of them think it’s just hype and marketing advertising.
NFT and cryptocurrencies
NFTs are often associated with the metaverse, but many young Americans seem to have no idea what this is all about. According to the survey, 45% of young people aged 18 to 24 know nothing about NFTs, and the whole hype has bypassed most of those who know roughly what it is about: 58% of them say they would never invest their money in it.
Young people show a relative interest in cryptocurrencies: 43% say they are interested but do not take any action on the issue, and an additional 39% say they would not invest.
The same results in Britain
Americans are not alone in their perception of the metaverse. According to a study conducted by Klaviyo in the UK earlier this year, the innovations bypass consumers there. 58% of them don’t even know what it is, and as many as 96% of people aged 25 to 54 said they wouldn’t shop in the metaverse.
“Companies need to be aware of customer skepticism about concepts such as the metaverse, NFT, or cryptocurrencies,” says Ed Hallen, co-founder, and CEO of Klaviya. “Instead of starting to innovate at all costs without thinking, they should listen to their customers and slowly introduce metaverse marketing into their business models.”