Capgemini survey: 93% of consumers are curious about Metaverse – Ledger Insights
Consulting company Capgemini has released a report showing that even with the current “tech winter”, consumer interest in the blockchain-enabled metaverse remains high.
The report reveals that 93% of consumers are curious about the metaverse, and the majority said they would adopt the metaverse as it becomes more accessible to them.
Consumer interest in the metaverse is mainly focused on social interaction and commerce, with the survey also highlighting that 77% of consumers expect immersive experiences to influence how they interact with people, brands and services.
The results from organizations were also upbeat, with 70% of companies saying they believe immersive experiences will be a key differentiator in their markets, particularly when it comes to the customer journey. This is especially the case for retail and high-involvement products such as cars, furniture, home electronics, etc.
These findings may explain the recent increase in metaverse trademark applications in 2022 from brands such as BMW. In addition, various brands have recently made large investments and launched metaverse-related projects. For example, luxury watchmaker Hublot launched a metaverse football stadium, car manufacturer Skoda launched Skodaversewhile Gucci launched a metaverse event in the Sandbox.
What remains to be seen is how these organizations overcome the challenge of scalability for these projects. Business respondents in Capgemini’s research identified eight significant barriers to adoption, including a lack of management commitment and the technology and headsets needing more time to mature.
The investigation also revealed some hard-hitting truths. Of customers who have metaverse experience, 67% report that the metaverse is hostile to women, people of color, sexual minorities, and gender minorities.
“We are are starting to see a more thoughtful and nuanced approach to designing immersive experiences, and specifically the metaverse. said Charlton Monsanto, Global Immersive Experiences Offer Leader at Capgemini. “This report supports the view that early interest in the consumer-oriented metaverse, driven by investments from major players, must give enough thought to the real challenges surrounding ergonomics, accessibility, security and privacy, which organizations are now working to address.”
Other consultancies researching the prospects of the metaverse include EYwhich extended the team collaboration offering to the metaverse and launched a metaverse lab. Accenture onboard 150,000 new team members in the metaverse during the pandemic.
