Lack of understanding of the metaverse, says Savanta

UK – Only a third of people believe they fully understand the metaverse despite 69% of the public recognising the term, according to research from Savanta.

Metaverse abstract image

Savanta’s research also said that four in ten people felt that brands that do not embrace the metaverse would be left behind, but just 36% said they would be willing to shop for physical items within the metaverse.

Similarly for digital items, 32% are willing to shop make digital purchases in the metaverse at an overall level.

The results are based on a nationally representative sample of 2,064 UK adults, and have been released as a report called Brands in the Metaverse.

The research found 71% of respondents felt brands needed to make sure anything they did in the metaverse was authentic.

Of those aware of the metaverse, 66% were still wrongly attributing it to Facebook, following the company’s rebrand as Meta.

Dr Nick Baker, chief research officer at Savanta, said: “This is very real – you just have to look at the amount of money going into this area.

“Do your clients know what they are looking for? For most of them, the answer will be no.

“Understanding what is happening in the space is absolutely vital for our ability to interpret narratives for clients and guide them on the decisions they need to make for their brands.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts