Engagement with the metaverse has declined due to its questionable practicality. Demonstrating real and tangible benefits of the metaverse and the possibility for it to be integrated into everyday life is key to attracting consumers.
Toby Xu, Research Analyst, Technology and Media, China
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Executive Summary
- Key issues covered in this Report
- The market
- Graph 1: Baidu search index for the keyword "metaverse" (元宇宙), 2021-23
- Graph 2: mentions of 'artificial intelligence (人工智能)' and 'metaverse (元宇宙)' on social media channels**, 2023
- The consumer
- Graph 3: consumer engagement with the metaverse, 2023
- Graph 4: metaverse experiences/services interesting to consumers, 2023
- Graph 5: understanding of mainstream metaverse applications, 2023
- Graph 6: factors attracting participation in brand metaverse marketing, 2023
- Graph 7: attractive future metaverse experience, 2023
- Graph 8: attitudes towards the metaverse, 2023
- Issues and insights
- What we think
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The market
- Market context
- Graph 9: Baidu search index for the keyword "metaverse" (元宇宙), 2021-23
- Graph 10: mentions of 'Artificial intelligence (人工智能)' and 'metaverse (元宇宙)' on social media channels*, 2023
- Market factors
- Graph 11: growth of total retail sales of consumer goods, 2019-23
- Graph 12: GDP quarterly growth, 2019-23
- Graph 13: quarterly VR device shipments, 2022-23
- Graph 14: household ownership of VR headset, by selected countries*, 2023
- Graph 15: quarterly AR device shipments, 2022-23
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Companies and Brands
- Marketing activities
- New product trends
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The consumer
- Consumer engagement with the metaverse
- Graph 16: consumer engagement with the metaverse, 2023
- Graph 17: engagement with the metaverse – obtaining information, 2023
- Graph 18: engagement with the metaverse – experiences, 2023
- Graph 19: engagement with the metaverse – devices, 2023
- Metaverse experiences/services interesting to consumers
- Graph 20: metaverse experiences/services interesting to consumers, 2023
- Graph 21: participation rate among consumers who have heard of the following metaverse experiences*, 2023
- Graph 22: have tried the following metaverse experiences/services, by gender, 2023
- Graph 23: have not tried but are interested in trying the following metaverse experiences/services, by gender, 2023
- Understanding of main metaverse applications
- Graph 24: understanding of mainstream metaverse applications, 2023
- Graph 25: understanding of virtual humans, total vs consumers who have watched virtual streamers' live streaming, 2023
- Factors attracting participation in brand metaverse marketing
- Graph 26: factors attracting participation in brand metaverse marketing, 2023
- Graph 27: repertoire analysis on factors attracting consumers to participate in brand metaverse activities, 2023
- Graph 28: selected factors attracting participation in brand metaverse activities, by family structure, 2023
- Graph 29: selected factors attracting participation in brand metaverse activities, respondents aged 18-29, by city tier, 2023
- Graph 30: selected factors attracting participation in brand metaverse activities, by gender and monthly household income, 2023
- Attractive future metaverse experience
- Graph 31: attractive future metaverse experience, 2023
- Attitudes towards the metaverse
- Graph 32: attitudes towards virtual identity/image in the metaverse, 2023
- Graph 33: attitudes towards the role of virtual humans in customer service, 2023
- Graph 34: attitudes towards the impact of the metaverse on purchasing decisions and brand favorability, 2023
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issues and insights
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Appendix – methodology and abbreviations
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