Data Snapshot

Most Consumers Are Not Familiar With The Metaverse

Across Eight Countries, Consumers Ask, “What’s The Metaverse?”

August 19th, 2022
With contributors:
Laura Koetzle , Taylor Hansen , Merve Kandemir , Christian Prandi , Hannah Jachim

Against a backdrop of sensationalist headlines about the metaverse and an accompanying push from tech vendors and agencies, many brands are wondering whether they risk being left behind if they haven’t yet embarked upon a metaverse project or developed a metaverse strategy. Data from Forrester’s Media And Marketing Benchmark Recontact Survey, 2022, shows that such fear of missing out (FOMO) is premature: Most online consumers that we surveyed in Australia, Canada, France, Germany, Italy, Spain, the UK, and the US tell us they have little or no familiarity with the metaverse.

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