Research firm claims even early tech adopters unfamiliar with the metaverse
Despite the hype about the still immature Metaverse, few people, even among the technology’s early adopters, are familiar with it.
That’s the lesson from a new paid study being touted by tech analyst specialists Forrester.
“10 months ago on my blog Consumers weren’t ready for the metaverse yet,” Forrester said in a blog post. Position Released early this month. “Well, the needle has not moved yet. Only 23% of online adults in the US say they are familiar with the Metaverse. For example, just 14% of online adults in Germany indicate they are familiar with the metaverse, which ranks lowest among the countries we surveyed.” , showing some thoughts from that study 10 months ago.
In a previous blog post, Forrester said, “In its current state, the Metaverse is a prime (virtual) real estate for brands looking to make headlines, test and learn, and reach a subset of their Gen Z audience. ‘ said. “Brands expecting his revenue-based ROI from purchasing Metaverse Custom Media will be very disappointed.”
In citing more recent data points Enhanced customer segmentation In a report measuring digital readiness, willingness to embrace new technologies, self-efficacy, and device usage, less than half (44%) of the most tech-savvy early adopter survey respondents were familiar with the metaverse. says the company.
The company concluded that the above data show that there is much more work to be done “at the top of the funnel” to build a viable market for the metaverse. explained According to Wikipedia, “a virtual iteration of the Internet as a single universal, immersive virtual world facilitated by the use of virtual reality (VR) and augmented reality (AR) headsets”. More colloquially, the Metaverse is described as a network of 3D virtual worlds focused on social connections.
“Forrester believes the Metaverse has the disruptive potential to transform the customer experience,” said the research firm’s blog post. “Therefore, I am bullish that brands should take advantage of this nascent metaverse to experiment with augmented reality and, while doing so, be strategic, creative and realistic about their metaverse ambitions. You should ensure that:
- ask “why?”
- Know your audience.
- Respect the community.
- Create a value exchange.
- Repeat for future use cases.
Since March, the company has published six reports on the metaverse, and plans to produce more.