However, these same companies consider that the metaverse is not a place for everyone. The audience that companies could find in this type of universe is, in their opinion, made up mainly of men (64%), big brands (60%) and users of Generation Z (56%), as well as millennials (52%). The latter are avid connoisseurs of the digital world and a very suitable target for those brands that want to take their strategy to the metaverse.
This is in line with society's own perception of the metaverse . Although 52% of brands believe that users are denmark number data ready to enter it, a second study carried out by Sortlist on the general public showed that 54% of users would not trust a virtual world.
When Facebook announced the arrival of the metaverse, popular belief was that the tech giant's initiative would boost digital investments, but 92% of companies surveyed revealed that it was actually the pandemic that accelerated them.
In this sense, 26% of brands that have invested in the metaverse expect to see a return on investment, while 17% expect to collect valuable data.
On the other hand, 47% of brands that already invest in the metaverse say that their innovation departments are the most interested in these initiatives . This figure is even more significant due to the fact that, normally, it is the largest companies that have the budget and resources necessary to create an internal innovation department, especially for new technologies such as the metaverse.