A recent study has unveiled the growing popularity of the metaverse among UK consumers, shedding light on their perceptions of emerging digital concepts, such as non-fungible tokens (NFTs) and the metaverse itself. The study was conducted among over 10,500 individuals aged 18 and above across 19 global markets.

A staggering 82 per cent of UK respondents are now aware of the metaverse, with a third of them demonstrating a deep understanding of its meaning. In terms of interests within this virtual universe, shopping takes the lead, captivating 43 per cent of Brits, closely followed by watching TV and movies at 40 per cent.

Gaming and learning also hold significant appeal, with 33 per cent and 32 per cent interest, respectively. Roblox emerges as the go-to platform for exploring the metaverse among UK respondents, with 54 per cent of those who have ventured into this digital realm having used it. This popularity highlights the importance of staying attuned to consumer sentiment, especially given Roblox’s recently announced Partner Programme aimed at harnessing the potential of virtual spaces.

However, 27 per cent of Brits express curiosity about the metaverse, while 32 per cent voice concerns about privacy issues.

In the Words of Chris Dean, Associate Director of Technology Research at Toluna “Web 3.0 is heralded as the next phase of the internet’s evolution, with the potential to transform the ways users interact with the digital world. This opens exciting possibilities for brands to reshape how they engage consumers. While concepts such as the metaverse and NFTs are still emerging, forward-thinking brands can experiment with them and help drive innovation within this space”