More than a quarter of users go shopping there

In just a few short months, the Metaverse has grown tremendously, in large part boosted by major players such as Microsoft, Apple or Meta. Today, Web 3.0 has over 300 million users worldwide, already offering a vast market with many opportunities. Global survey focused on the metaverse and giving companies on New Year’s Eve a glimpse of possibility to capitalize on its growth strategies in 2023,

Southern markets ahead in 3.0 adoption

Together 43% of population located in northern market (Europe and the United States) claiming to have visited the Metaverse at least once already, southern market (Africa and Latin America) Web3 takes the lead in adoptionwith average reach 60%, To the north, it is the United States and the United Kingdom (49%) that pull the average upwards. To the south, Brazil (68%) and Mexico (66%) stand out.

At the heart of this growing global community, the development of the metaverse in France and Europe remains more timid. Marco’s investigation shows thatHexagon ranks last in its European ranking for Web 3.0 usage, 37% of its population has already visited Metaverse, which is linked to Portugal. The top three are the United Kingdom (49%), followed by Spain (46%), then Italy and Germany (42%).

a use that gives way to consumption

In France, these virtual worlds are mainly used for entertainment purposes: the Video game come first, for 51% of French users, then music program (32%), followed by art exhibitions (28%). Although the investigation revealed

This also More than one in four French users (27%) have also used Metaverse to shop, At the European level, this use is ahead of users’ second use (26%), behind video games (46%) and music events (18%).

Shopping is also the second most popular use in the United States at 38%. and if One in five users in Latin America uses Metaverse to shop (21%), indicating More than a third of users in Africa (34%). Some differences in usage have also been observed between the northern and southern markets. The educational purpose is especially highly present in the South, especially in Africa where it ranks second among 40% of users (behind video games at 50% and ahead of shopping at 34%).

A new economy with growth potential

Shopping is thus one of the most used among users of the metaverse representing both the South and the North. more than a quarter of them (28%), The commercial potential of 3.0 is growing and, according to Bloomberg Intelligence, these virtual worlds constitute an estimated $800 billion market by 2024. The new metaverse economy is an opportunity for brands and, although still in a testing and learning phase, many retail players are investing in it, such as Gucci, Amazon, Disney or Tinder.

, The metaverse changes the way we interact. The boundaries of reality, whether physical or geographical, disappear, but at the same time, the value of things remains very concrete. In short, metaverses are collective universes where the consumer exists in virtual reality. It opens up whole new perspectives for brands », announced Paul Bayart, Marco manager for Europe and the Maghreb markets. , The immersive experience of these worlds is becoming a dimension The key to marketing and advertising and, although in the discovery phase, this new communication medium has already taken off on a large scale. Like digital 15 years ago, the metaverse represents a real economic potential that today’s brands should be interested in if they want to be able to anticipate change., ,

These new 100% virtual forms of commerce have also seen the appearance of customized currencies in the form of cryptocurrency. Here again, the markets of the north still seem far from reaching their full potential: according to the survey only 24% of respondents say they have already invested in cryptocurrencies, A percentage that drops to 19% in France, the second lowest northern market after Italy (16%). In the South, almost one in two respondents (45%) have already invested in cryptocurrencies (49% in Africa and 39% in Latin America).

About the Author

MARCO is the most respected independent international agency of the last decade. Specializing in building brands and reputations, its 200 consultants are internationally established, thanks to offices located in Madrid, Barcelona, ​​Paris, Lisbon, Brussels, Milan, Berlin, Munich, Miami, Mexico City, Bogotá, Lima, São Paulo , Casablanca, Johannesburg, Abidjan and Nairobi, as well as affiliated MSL offices in over 100 markets. Marco is a pioneer in introducing new paradigms of communication that transcend geographic boundaries. In 2021, she produced the documentary series “ new frontiers of communication ”, is available worldwide on Amazon Prime Video and its website.

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