Over 68% Express Likelihood To Purchase Via Metaverse Marketing

The metaverse, a virtual shared space blending physical and virtual reality, has become an increasingly popular arena for brands to engage with consumers. This trend has found its way into the realm of marketing, with businesses strategically using virtual and augmented reality technologies to captivate their target audience.

The allure of the metaverse is reshaping the way consumers interact with content, transforming traditional marketing landscapes. In an effort to understand the impact of brands’ metaverse marketing on consumer behavior, Real Research, an online survey app, launched a survey.

Here are the key findings of the survey report:

• More than half of the respondents (54.47%) actively engage with brands in the Metaverse like virtual shopping.
• The majority (62.99%) perceive metaverse marketing as more impactful than traditional advertising.
• 45.71% anticipate the Metaverse becoming a primary platform for exploring and purchasing products.

Metaverse: Into the Unknown

Despite the Metaverse still being a new development, the survey revealed that 64.4% of respondents were aware of the Metaverse being used as a marketing tool. In contrast, 35.6% were not.

Building upon the initial awareness, the survey sought to understand if respondents were familiar with any specific brands’ metaverse marketing efforts. Results showed that 63.01% were aware, while 36.99% were not.

The Metaverse Shopping Gala

Beyond mere awareness, over half of the respondents (54.47%) report active engagement with brands in the metaverse, participating in activities such as shopping, virtual events, or interacting with avatars. However, 45.53% have not engaged in these metaverse marketing experiences.

Concerning purchase intent, a positive inclination is evident, with 26.85% expressing a high likelihood of purchasing products from brands employing metaverse marketing. Additionally, 41.21% indicated a somewhat likely predisposition.

Traditional Advertising to Metaverse Marketing

Notably, 62.99% of respondents find metaverse marketing more effective than traditional advertising. Conversely, 37.01% hold reservations about its effectiveness. In particular, 62.36% find the metaverse more engaging and immersive when “trying on” or interacting with products compared to traditional in-store and e-commerce shopping experiences.

Metaverse To Overturn Online Shopping Apps

The survey also probed whether metaverse marketing enhances the sense of exclusivity and uniqueness of brand offerings. A majority (62.51%) believe that it does, while 37.49% remain unconvinced.

Looking ahead, there is a mixed outlook on the metaverse’s future role in consumer behavior. While 45.71% anticipate it becoming a primary platform for exploring and purchasing products, 20.46% express skepticism.