77% 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 the online world, and what this means for brands. The data on this infographic is based on proprietary quantitative research amongst 1,002 consumers (400 Gen Z, 201 Gen Y, 202 Gen X and 199 baby boomers).
Gen Z are true digital natives, and 77% of them has engaged in metaverse activities. Participating in online gaming (49%), watching e-sports (32%), watching other people game (24%), paying for digital items for avatars (23%), chatting with other players while gaming (22%), or creating an avatar (17%) is nothing 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, 48% believes that everyone is equal in a virtual world, and 66% has online friends they have never met face-to-face. On the other hand, they do feel the pressure caused by social media, with 52% trying to show the best version of themselves online. Data privacy is also a concern, with 61% distrusting how social media companies are using their data. Despite the friendships Gen Z builds and maintains online, they also look beyond the screen. 76% of this generation says the pandemic made them realize the importance of in-person interaction, and 48% tries to limit their smartphone use.
So, what does this mean for brands? Gen Z embraces brands that are present in the metaverse, but also enjoys offline interactions. The future will be about creating exciting experiences that seamlessly integrate the online and offline worlds.
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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