Wemf study: Only 2 percent are fit for metaverse
The topic of metaverse is currently receiving a lot of media attention. But what is the situation like among Swiss consumers? Who is ready to jump on the virtual bandwagon when it starts rolling? The latest figures from the MACH Consumer and MACH Values studies paint an initial picture.
The new, virtual universe is a controversial and omnipresent topic - at least in the media and at some companies. Many are actively dealing with it, exploring the possibilities and opportunities, and taking their first steps.
Nevertheless, the question is whether it is just a big hype or "the next big thing". But how many Swiss people are already equipped for the virtual reality of the Metaverse? Who are these early adopters and where is the most potential?
Potential among the young, men and those with high incomes
To be able to immerse yourself in the virtual world, you need virtual reality glasses. The new figures from MACH Consumer show that 2 percent of the Swiss population claim to own VR glasses in their household.
70 percent of VR glasses owners are male. These gadgets are particularly popular among 14- to 19-year-olds. This is visible in the "Lifestyles" chart, which shows that the "Learners" group - young people who are still in education - has the highest affinity.
The MACH Values psychographic study also shows that the following three value types are most likely to own VR glasses: the adventurous and fun-loving "Adventurers," the goal-oriented and practical "Pragmatists," and the politically engaged and unconventional "Cosmopolitans," as can be seen in the affinities typogram above (see first graphic above). Accordingly, providers of metaverse applications thus know which stakeholder groups they will have to deal with first.
Interest is present
There seems to be a certain interest among the population: 4 percent of Swiss intend to buy VR glasses in the next 12 months. The fun-loving "Adventurers" have by far the greatest purchase intention. Young people with and without children are particularly interested. VR-savvy people with an intention to buy have an above-average household income compared to the Swiss population.
Accessibility of VR interested parties
People who own VR glasses or state that they intend to purchase one in the next year most frequently obtain information about technical devices on the Internet via websites and social media. However, they also like to exchange information with people in their own environment, get information directly in the store and also in newspapers and magazines.
In the MACH Consumer 2022 the digital area was greatly expanded: among other things, purchase frequency in online stores, ownership / purchase intention for technical devices (e.g. drone, VR glasses), ownership of cryptocurrencies / Bitcoins. MACH Consumer is the largest continuous consumer media study in Switzerland. It determines the needs, inclinations and habits of Swiss consumers.
In the MACH Values 2022 the press titles were expanded and the BRS (Broadest Readership) for press titles was added. The MACH Values study links consumer data with psychographic information and value attitudes. This enables psychographic positioning of products, brands, services, shopping channels and press media. Due to methodological changes, the data for the 2022 editions of both studies are only comparable with previous years to a limited extent.
