Data Snapshot

Most Consumers Are Not Familiar With The Metaverse

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

August 19th, 2022
Martha Bennett, VP, Principal Analyst
Martha Bennett VP, Principal Analyst
Julie Ask, null
Julie Ask
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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($395).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.