US Gen Z adults are more likely to be very familiar with the metaverse than older generations, just barely edging out millennials, according to a Morning Consult survey. But that doesn’t mean they’re actually using it.
Gen Z’s most common interest in the metaverse is playing video games, according to a YouGov survey. Young people are looking to virtual reality (VR) for gaming and entertainment rather than as a replacement for physical and more typical social media interactions. That presents an ad opportunity, but proceed with caution, since even young people are far from all-in on a VR future.
Things to watch: Advertisers need to meet Gen Zers where they are. For media consumption, that means YouTube, Instagram, and TikTok. But brands also need to watch where they’re headed. Young adults are looking to social connection pioneers like BeReal and to new gaming opportunities. While brand presences on these platforms aren’t yet vital, establishing an early existence could pay off down the road.
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