Welcome to the Metaverse

People are becoming more aware of the metaverse; roughly half of adults (52%) in 29 countries, particularly younger generations, say they are acquainted with the metaverse, and many believe that these experience will have a significant effect on our entertainment, learning, and work lives over the next couple of years.

As we have seen, the metaverse will be tomorrow's internet; it is not a distinct technology or merely virtual worlds, but a technological ecosystem that offers seamless and permanent, connected experiences between real and virtual worlds - in every aspect of our life.

The idea of the metaverse has been around since the 1980s, imagined by science fiction writers and invented by academics and R&D departments. However, the main technologies involved - virtual reality (VR) and augmented reality (AR) - have only recently advanced to the point where they are more than just lab prototypes, available for mass market use and organisations to consider integrating into their product experiences.

We already live in a world that is digitally connected. As Web3.0 and the metaverse develop, this will emerge into a "hyper-reality" in which real and virtual perceptions are deeply intertwined and remote interactions with others feel almost as real as being together in person. This is often referred to as the spatial web. This envisions a more decentralised model for how our data is collected and used. In contrast to today's cloud-based platforms like Meta and Google, which can accumulate and distribute our information when we use their services, technologies like blockchain will allow us to take ownership of this data and possibly profit from it.

At Ipsos, we address this creative issue by investigating possible opportunities in each component of the spatial web ecosystem and considering your organisation's requirements to identify the best tech and ecosystem solution(s) for your brand or product. To learn more, read Welcome to the metaverse: what it is now, what it will become and how you can be a part of it.

Watch our webinar - Understanding the Landscape: A 360° View of the Metaverse & Web3

In order to support brands and companies as they develop or evolve their strategies pertaining to Web3, Ipsos shares a 360° view of this emerging landscape and explores three key components:

1. Technology and user experience
2. Current awareness, behaviors, and expectations
3. The broader context for how Web3 can find its place in an evolving world

Each of these can contribute to determining and defining the best formula to create a unique and authentic experience for your brand and audience.