2023
9
Germany Consumers and the Metaverse Market Report 2023
2023-05-08T09:01:28+01:00
REP695CA8A4_451D_41F6_857B_BD3784C4486C
2195
163127
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Report
en_GB
The metaverse remains nebulous, rarely used and of questionable utility. While brands can capitalise on the underlying technologies and gaming metaverses, doubling down on tangible consumer benefits is crucial to…

Germany Consumers and the Metaverse Market Report 2023

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve and future-proof your business with Mintel’s Germany Metaverse Market Report 2023.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed outlook on the metaverse market in Germany, including expert insights and market drivers.
  • Awareness of and access to the metaverse and usage frequency.
  • Gaming/metaverse platforms accessed by German consumers.
  • Metaverse-related activities Germans have participated in over the last 12 months, or would be interested in doing.
  • Consumer attitudes towards virtual worlds and the metaverse.
  • How your business can tap into opportunities to increase your metaverse market share in Germany.

Metaverse Germany: Current Market Landscape

At the moment, the usage of the metaverse in Germany remains scarce: Only 13% of Germans who have heard of the metaverse have accessed one. Awareness and adoption of new immersive platforms has been slow as metaverse consumers in Germany are confused as to what the metaverse currently is and question its utility.

Mintel’s metaverse market forecast Germany predicts that immersive experiences will be driven by XR technologies, which can offer practical use cases in hybrid world events, but outside of established gaming platforms, the metaverse market volume in Germany will struggle to grow.

Metaverse Market Trends: What Consumers Want and Why

  • Metaverse Consumers in Germany: Most German consumers engage with the metaverse through video games. This segment is especially driven by younger generations and 51% of German males aged 16 to 24 consider brands to be more likeable if they collaborate with video game companies.
  • Challenges to Metaverse Market Growth in Germany: Only 11% of Germans who have heard of the metaverse find it useful. Brands must demonstrate how the metaverse can meaningfully contribute to consumers’ lives. Offering access to exclusive content, e.g. virtual concerts, can be a way to resonate as ownership of XR devices remains low and prices high.
  • Metaverse Germany Market Opportunities: Especially younger Germans show an appetite for virtual experiences and metaverse-related tech. While this points to retail opportunities, younger Germans have a critical eye regarding brands’ intentions with metaverse tech, thus, brands need to double down on consumer benefits in the metaverse to resonate with this target group.

What’s Next for the Metaverse Market in Germany?

  • Considering the low use cases for Germans, promoting new ways to experience the metaverse will be necessary to break down barriers and increase the metaverse market size in Germany. The most immediate marketing impact in the metaverse will come through video games, with its particular ability to build brand affinity among younger males.

To learn how to connect with your audience, purchase our full Germany Metaverse Market Report 2023. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Apple, O2, Celebrity Cruises, H&M, Epic Games, Microsoft, Google, Nividia, Xiamoi, Snapchat, Telekom, and more.

Products: Video games, XR devices (AR/VR headset, AR glasses), virtual concerts, virtual/digital music, AI technology, augmented reality, cryptocurrency, virtual stores, virtual/digital art, TVs, game consoles, and more.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

To learn how to connect with your audience, purchase our full Germany Metaverse Market Report 2023. Discover lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Expert Insights from a Technology Industry Analyst

This report, written by Jan Urbanek, a leading technology analyst, delivers in-depth commentary and analysis to highlight current trends in the metaverse market in Germany and add expert context to the numbers.

The metaverse remains nebulous, rarely used and of questionable utility. While brands can capitalise on the underlying technologies and gaming metaverses, doubling down on tangible consumer benefits is crucial to gain resonance.

Jan Urbanek, Senior Analyst - Consumer Technology
Jan Urbanek
Senior Analyst – Consumer Technology, Germany

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Opportunities
    • Graph 1: gaming/metaverse platforms accessed, by age, 2023
    • Graph 2: metaverse tech activities done in the last 12 months or interested in doing (NET), by age, 2023
  2. MARKET DRIVERS

    • Defining the metaverse
    • Gaming
    • Graph 3: frequency of video game activity on any device (NET), by gender and age, 2022
    • Artificial intelligence
    • Graph 4: number of AI publications and patent filings, in thousands, 2010-21
    • Graph 5: Google searches for the topic ‘Künstliche Intelligenz’ (Artificial Intelligence) and the term ‘ChatGPT’, 2022-23
    • XR devices
    • Graph 6: household ownership of VR headsets*, by selected countries, 2023
    • Connectivity
    • The German economy
    • Graph 7: key economic data, in real terms, 2019-24
    • Graph 8: household ownership of selected devices, by net monthly household income, 2022
  3. WHAT CONSUMERS WANT AND WHY

    • Awareness of the concept of the metaverse
    • Graph 9: Google searches for the metaverse (‘Metaversum’), 2021-23
    • Graph 10: awareness of the concept of the metaverse, by age, 2023
    • Graph 11: awareness of the metaverse*, 2022
    • Accessing a metaverse
    • Graph 12: frequency of accessing a metaverse, 2023
    • Graph 13: devices used to access a metaverse, 2023
    • Gaming and metaverse platforms accessed
    • Graph 14: gaming/metaverse platforms accessed, 2023
    • Graph 15: gaming/metaverse platforms accessed, by age, 2023
    • Graph 16: video games and metaverse platforms accessed, by gender and age, 2023
    • Activities regarding metaverse technologies
    • Graph 17: activities regarding metaverse technology in the last 12 months, 2023
    • Graph 18: virtual activities done in the last 12 months, by age, 2023
    • Graph 19: virtual activities not done in the last 12 months but interested in doing, by age, 2023
    • Graph 20: Google searches for the topic ‘Non-Fungible Token’, 2021-23
    • Associations with the metaverse
    • Graph 21: associations with the metaverse, by age, 2023
    • Graph 22: associations with the metaverse, by having accessed a metaverse before, 2023
    • Attitudes towards the metaverse and virtual experiences
    • Graph 23: attitudes towards the metaverse, 2023
    • Graph 24: attitudes towards virtual activities, 2023
    • Graph 25: finding visiting a virtual simulation of a fictional world appealing, by age, 2023
  4. LAUNCH ACTIVITY AND INNOVATION

  5. APPENDIX

    • Appendix – abbreviations, consumer research methodology and language usage

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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