Only 24% of customers intend to use the metaverse this year.
According to a Sprout Social report, about 67% of US marketers aim at investing at least a quarter of their budgets into metaverse tactics over the coming 12 months. Another Sprout Social survey of 500 marketers revealed that 33% of the respondents believe their brands are ahead of the curve for implementing technologies like AR, VR into their social strategy and 28% are confident about integrating metaverse efforts.
Consumer interest on the other hand does not match marketers’ interest in the metaverse. Only 24% of the 1,000 US consumers surveyed plan to use metaverse this year – about 17% for NFTs and 39% for AR,VR. On the other hand, 38% of consumers plan to use TikTok this year and two-thirds of them prefer short-form content – up from 17% and 50% in 2020, respectively.
While 51% of customers expect to spend more time on YouTube in the next 12 months, only 35% of marketers plan on using the platform in their strategies, marking a drop from 52% in 2020. As for challenges in pioneering new strategies and technologies, finding experienced talent is a major concern for 52% of marketers.
[4 minute read]