New trend report: Into the Metaverse

Wunderman Thompson Intelligence presents "Into the Metaverse," a new report exploring the consumer behaviors, business models and brand opportunities that are emerging as the metaverse takes shape.

Download the full "Into the Metaverse" report:

As more of our lives are spent online, it’s becoming harder and harder to distinguish “real” life from life lived digitally. “The smartphone is no longer just a device that we use,” says Daniel Miller, professor of anthropology at University College London. “It’s become the place where we live.”

We’re replicating our routines, interests and obsessions in digital worlds: from picking outfits for our avatars to wear and cars for them to drive to fostering virtual relationships and intimacy; from zoning digital land and constructing virtual homes to meeting friends at the virtual mall; and from hosting holographic meetings to pursuing the allure of a more equitable and inclusive society.

As our habits evolve, we’re outgrowing the bounds of the internet as it was first created—precipitating a new era of digital platforms. And yet, only 38% of global consumers have heard of the metaverse. It’s time to truly define what the metaverse is and establish a roadmap for entry.

The report covers emerging consumer trends and implications for brands and businesses, alongside original research conducted by Wunderman Thompson Data, exclusive interviews with 15 experts, the defining elements of the metaverse, case studies and brand takeaways.

Report highlights include:

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93%

of global consumers agree that technology is our future

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76%

say their everyday lives and activities depend on tech

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81%

think that a brand’s digital presence is as important as its in-store presence

Virtual possessions

WEB 01 SHOES CALI STILL — The Fabricant x Puma

Consumers are replicating their physical daily habits in the virtual realm—assigning a growing value to digital assets and giving rise to new direct-to-avatar (D2A) business models.

The biggest opportunity for physical goods is virtual goods.

Ryan Mullins

Founder and CEO, Aglet

Liminal spaces

WEB Be X 014 HR — SuperReal at Cipriani. Image courtesy of Moment Factory

Liminal spaces—blended virtual and physical experiences—are already revolutionizing the culture and art scenes. In future, expect to see similar blurred reality activations in retail spaces, brand hubs and business centers.