60% of US Gen Z want brands to sell on metaverse platforms

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 09, 2022, 1:20 PM GMT+0

Obsess’ report revealed that one-third of Americans, including Gen Z and millennials, are interested in shopping in the metaverse landscapes created by brands.

The report underlines US customers' perspectives on virtual shopping experiences in the metaverse. 70% of all consumers across generations have bought a product in virtual stores. Bloomberg Intelligence predicts the metaverse market will reach nearly $800 billion by 2024.

In addition, 75% of Gen Z have bought a digital product in a video game, and 60% of Gen Z think brands should sell products on metaverse platforms. Brands should sell in the metaverse because of accessibility and convenience, according to Gen Z.

Consumers who have bought online at a virtual store find it engaging, and 60% are likely to do it again. But the term "metaverse" is "very or somewhat familiar" to only 53% of customers.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.

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