Which consumer is more impressed by the dazzling Metaverse product concept?

From Facebook’s announcement of the Metaverse vision, to Roblox becoming the “first share of the Metaverse”, to the deepening of the concept of the “full true Internet” in China, 2021 has become the “first year” of the Metaverse. Behind the dazzling interpretation and analysis, how much do real consumers know about the Metaverse? Which Metaverse primary form products are you interested in?

Metaverse product form

Test Concept 1

Provide audience with immersive experience based on extended reality technology and build multi-person interactive virtual world. Including AR, VR, MR, the use of hardware equipment combined with a variety of technical means, the virtual construction of the content and the integration of the real scene.

Which consumer is more impressed by the dazzling Metaverse product concept?

Test Concept 2

Generate a mirror image of the real world based on digital twin technology. Digital twin refers to the full use of physical models, sensor updates, and operational data to map real scenes in virtual space.

Which consumer is more impressed by the dazzling Metaverse product concept?

Test Concept 3

Based on blockchain technology to build an economic system, digital collection NFT can be traded. The blockchain is essentially a shared database, which is widely used in various fields and is an important basis for virtual transactions; on this basis, the digital collection NFT that has collectible value and can be traded is extended.

Which consumer is more impressed by the dazzling Metaverse product concept?

Which concept is most interesting to consumers?

Consumer understanding of the Metaverse concept

Most consumers have heard of the “Metaverse” concept, but the understanding is relatively vague.

Which consumer is more impressed by the dazzling Metaverse product concept?

How do consumers understand the “Metaverse”?

Consumers have a variety of specific understandings of the concept of the Metaverse: the key words focus on “integration, fusion, world, virtual”, and even extend to “technology, space, economy, social form, identity, metaphysics” and so on.

Which consumer is more impressed by the dazzling Metaverse product concept?

What is the overall evaluation of the three concepts by consumers?

By comparing the results of the Concept eValuate test with the database, it can be found that consumers have high evaluations of “trial rate, purchase intention, and degree of interest” for the three concepts, but average evaluations of “relevance, credibility, and comprehensibility.”

Which consumer is more impressed by the dazzling Metaverse product concept?

It is difficult for consumers to understand the concept of the tested product

Although these three concepts perform fairly well on the indicators of “relevance to demand”, “credibility” and “understandability”, this is not surprising for new concepts in their early stages, but rather an opportunity. It is important to further understand what consumers are really interested in, continue to polish application scenarios and products, and supplement them with effective communication to further unleash the potential of products in these areas in the future.

Which consumer is more impressed by the dazzling Metaverse product concept?

Deep understanding of concepts

Virtual Multiplayer Interactive World – MetaSocial

From the visual heat map on the right, it can be seen that consumers’ favorite factors for “quasi-multi-person interactive world” are concentrated in: “experience, creation, their own world, socializing with others, freedom” and so on.

Which consumer is more impressed by the dazzling Metaverse product concept?

A mirror of the real world – virtual shopping

From the visual heat map on the right, it can be seen that the second concept to attract consumers is mainly focused on “virtual shopping, interactive experience, shopping experience” and so on.

Which consumer is more impressed by the dazzling Metaverse product concept?

Digital Collection/NFT-Virtual Blind Box

Among the three concepts in this evaluation, “Digital Collection/NFT-Virtual Blind Box” did not perform well in all indicators. Consumers’ “favorite” and “credibility” indicators are obviously low.

Which consumer is more impressed by the dazzling Metaverse product concept?

How do concepts drive business growth?

early adopters

Early adopters are more likely to try Metaverse products and are more enthusiastic about innovative products.

Which consumer is more impressed by the dazzling Metaverse product concept?

It is easier to be driven by “trend-setting” and “freshness”. A comparative analysis of the different factors of the three product concepts shows that early adopters are most interested in “trend-leading” and “freshness”.

Which consumer is more impressed by the dazzling Metaverse product concept?

male and female consumers

There are differences in the factors that attract purchases. “Trend-setting” and “immersive experience” are more important to women’s purchases, while “freshness” and “value” are more important to men’s purchases.

Which consumer is more impressed by the dazzling Metaverse product concept?

Which consumer is more impressed by the dazzling Metaverse product concept?

Which consumer is more impressed by the dazzling Metaverse product concept?

Where are the future opportunities for brands?

Innovation is the No.1 driver of brand value

In this evaluation, nearly half of consumers (47.3%) could not clearly list products/brands related to the Metaverse. In the innovation process, we need to focus on the power of the brand. In the process of continuous innovation, the influence of the brand is continuously cultivated, so that it can exist in the minds of consumers for a long time, and it is more likely to gain the advantage of “one step ahead” in the future market.

Which consumer is more impressed by the dazzling Metaverse product concept?

This integrated and innovative Internet concept has aroused widespread heated discussions around the world, and companies in various fields have entered the game one after another, hoping to seize the opportunity in the initial stage of this concept development. This paper evaluates the current three types of innovative product forms in the initial stage of the Metaverse in China, in order to understand the attitudes of real consumers, and also to provide suggestions for brands to practice meaningful innovation in the field of Metaverse.

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