New report defines the metaverse, how it’s changing people’s lives and why brands need to pay attention.

Wunderman Thompson Intelligence announces “Into the Metaverse” – a unique global report which serves as a playbook for brands and agencies, defining the metaverse and explaining its implications for brands.

Interest in the metaverse – a world in which digital and physical spaces are blurred – has grown significantly over the past year. As the world emerges from COVID-19, many are assessing the lasting impact of an increasingly screen-based existence and the impact of an accelerated convergence of the virtual and physical worlds.

The report is based on quantitative research with 3,000+ consumers including analysis of people’s understanding of and attitudes towards the metaverse and views of 15 industry experts on the metaverse’s impact on business.

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The findings reveal global drivers such as the rise of gaming and the battle between companies such as Facebook, Roblox Corporation and Epic Games for dominance in this space.

Meta-trend highlights:

• MetaLives – the rise of virtual possessions, close connection between digital access and health and wellbeing, and technology’s role in creativity and lifestyles.
• MetaSpaces – the emergence and growing popularity of new virtual venues and blended virtual/real world spaces, redefining home, events and vacations.
• MetaBusiness – the uplift in “gamevertising” and emergence of new retail frontiers.

Key findings:

• Global consumers’ growing reliance on tech: 76% of all consumers surveyed say their everyday lives and activities now depend on technology.
• Technology dependence now informs every aspect of daily life: 64% of global consumers say their social lives depend on it; 50% that their wellbeing depends on it.
• Digital is redefining consumer/brand relationships: 62% of consumers say they feel closer when interacting with a brand digitally; 66% prefer it. 81% of global consumers agree that a brand’s digital presence is as important as its in-store presence.

Naomi Troni, Global Chief Marketing and Growth Officer, Wunderman Thompson, says: “The time has come to stop thinking of the metaverse as solely a domain for gaming. Increasingly, it is a new social place that’s here to stay.”

Emma Chiu, Wunderman Thompson Intelligence Global Director says: “We’re entering the era of the metaverse, where our virtual and physical realities converge. Our report offers a glimpse into how this is shaping our future and lessons for brands on entering this space.”

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