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Most Americans are uninterested or wary about the metaverse/virtual worlds, according to recent research from Ipsos.

The report was based on data from a survey conducted between June 30 and July 1, 2022, among 1,120 US adults.

Some 39% of respondents say they don't find the metaverse personally interesting, 25% believe it is primarily for gamers, 22% view it as a risk to their privacy, and 20% think it is just a lot of hype.

Only 19% of respondents think the metaverse will enable them to do new things and just 17% say they find it exciting.

Americans' views on virtual worlds

The majority of US adults say they are not interested in doing things in the metaverse such as attending meetings, playing games with strangers, going shopping, watching shows or movies, or traveling to new cities.

Activities that Americans are interested in doing in the metaverse

Younger Americans tend to be more interested in participating in activities in virtual worlds compared with older Americans. Specifically, more than a third of Gen Z and Millennial respondents express interest in virtual entertainment experiences and in connecting with friends and family virtually.

Skill-building is also an area of interest, with nearly a third of Gen Z and Millennial respondents saying they might want to participate in virtually learning a personal or work skill.

Millennials and Gen Z's interest in metaverse activities

Younger Americans are more likely than older Americans to view activities such as buying virtual art and buying virtual land as "brilliant."

Younger Americans are more likely to see virtual worlds as brilliant

About the research: The report was based on data from a survey conducted between June 30 and July 1, 2022, among 1,120 US adults.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji