Despite the growing buzz, older Americans have no idea about the metaverse

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 03, 2022, 2:12 PM GMT+0

A Toluna survey found that a little more than half of Americans aged 54 have never heard the term – “Metaverse”.

As media companies, brands and marketers focus on adopting the metaverse, a significant proportion of older Americans are yet to discover the term. About 46% of people between 13 and 17 years of age knew about the metaverse. In contrast, 54% of those above the age of 54 have never heard of the metaverse.

About 36% of those between 18 and 54 years of age have only heard about it but do not know what it is. In general, 47% of adults were most excited to customise their avatars in the metaverse. Around 55% of teens were interested in trying new virtual experiences.

However, 61% of teens preferred using mobiles, tablets or desktops for social interactions, rather than a VR headset. 38% of adults between ages 18 and 54 feared a lack of privacy, followed by the possibility of less human connection (30%) in the metaverse.

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