81% 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?
Infographic summary
Gen Z are true digital natives, and 81% of them have engaged in metaverse activities. Participating in online gaming (48%), creating an avatar (29%), using a VR headset (20%), watching e-sports (18%) or visiting branded spaces in games (12%), 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 46% have online friends they have never met face-to-face. On the other hand, they do feel the pressure caused by social media, with 48% 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. 54% of this generation say the pandemic has made them realize the importance of in-person interaction, and 36% try 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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