82% of Gen Z has engaged in metaverse activities. But what do they do in this forthcoming virtual space? Do they only see the bright side of the digital world? What is the role of offline (interactions) and how do these two worlds come together?
This infographic shows how this post-Millennial generation engages with online worlds and what this means for brands. The data on this infographic is based on proprietary quantitative research amongst 6.584 consumers (Gen Z, Gen Y, Gen X, BB) in 6 European markets (Belgium, France, Germany, Sweden, the Netherlands, the UK).
Infographic summary
Gen Z are true digital natives and 82% of them have engaged in metaverse activities. Participating in online gaming (45%), watching e-sports (24%), creating an avatar (19%), or paying for digital items for avatars (17%), nothing is extraordinary to them. Yet, this generation is not naïve and is aware of ‘the good’ and ‘the bad’ of the digital world. When it comes to the good, 41% believe that everyone is equal in a virtual world and 40% have online friends they have never met face-to-face. On the other hand, they do feel the pressure caused by social media with 44% trying to show the best version of themselves online. Data privacy is also a concern with 50% distrusting how social media companies are using their data. Despite the friendships Gen Z build and maintain online, they also look beyond the screen. 55% of this generation say the pandemic made them realize the importance of in-person interaction and 41% try to limit their smartphone use.
So, what does this mean for brands? Gen Z embrace brands that are present in the metaverse, but also enjoy offline interactions. The future will be about creating exciting experiences that seamlessly integrate the online and offline world.
Want to explore how your brand can connect with this woke consumer? Discover what our Gen Z research toolbox and expert power can do for your brand!
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