KPMG: 78% of American adults will socialize with friends in the Metaverse

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People may not know what the Metaverse has in store for them beyond games, but the vast majority of American adults are ready to dive in, according to a KPMG survey.

Whether or not they agree on what it is, the Metaverse has captured the imagination of Americans. KPMG said around 78% of American adults said in a survey they see value in engaging interactions such as socializing with friends and family, while 76% say they see value in on-the-job training in the Metaverse.

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Additionally, 59% of American adults say they expect the Metaverse to have a significant impact on their lives over the next 12 months, and a further 48% report a significant impact over the next 5 years.

“Although it’s still in its infancy, American adults are adapting more and more to creating real-life experiences in the” phygital “world, said Cliff Justice, head of business innovation at KPMG, in a press release. , people are getting used to engaging in daily activities in the metaverse more and more.From the banking sector to telemedicine, to learning and work, the means we use to communicate and interact is constantly evolving towards the virtual.

KPMG surveyed 1,000 American adults between the ages of 18 and 65. (If you need to learn more about the metaverse, our GamesBeat Summit Next 2022 event will see speakers talking about it, including Sim City creator Will Wright, co-founder of Gallium; and Matthew Ball, Epyllion CEO and famous author. of books, The Metaverse.

Growing impact

Sources of knowledge of the metaverse.

The metaverse has the potential to revolutionize the way businesses and consumers engage, transact, socialize and work, KPMG said. Of those participating in the Metaverse, 92% of respondents say it improves learning opportunities, including vocational training, school and higher education, while 86% say the Metaverse offers opportunities for entrepreneurship, including marketing and sales.

Whether or not consumers interact with the metaverse, most American adults are interested in virtual experiences. In addition to socialization, telemedicine (72%), virtual shopping apps (67%), virtual work (65%) and business creation (51%) are the first.

The road to broad adoption is progressing at a steady pace, but existing skepticism can create obstacles along the way. According to the survey, confidentiality (80%) and the protection of personal information (79%) were the most important concerns.

Likewise, feeling safe about the privacy and security of personal information were the most important factors in encouraging participation. Increased access to convenient technologies and customizable avatars are also the most cited ways to increase diversity, equity and inclusion (DEI) in the metaverse, by 38% and 36% respectively.

Nearly a third (30%) of respondents say ensuring that metaverse environments are accessible to people with disabilities should be the top priority in this category.

“With businesses and people still understanding the potential scale and scale of the metaverse impact, we need to prioritize inclusive, safe and secure practices to protect users and ensure experiences are adaptable,” said Justice . “Reluctance to innovate is low and it is time to incorporate these priorities into all technologies as they continue to evolve.”

As part of its strategic roadmap for innovation, KPMG in the US recently partnered with KPMG in Canada to launch its Metaverse Collaboration Hub where employees, customers and communities can connect, engage and explore growth opportunities across industries and sectors. . The company has formed a dedicated team to help clients develop and execute their metaverse strategies.

Main results

People are looking forward to virtual experiences.

Forging metaverse connections:

  • 78% of all respondents say the metaverse allows or could allow them to have personal connections with friends and family.
  • 76% of all respondents say that the Metaverse improves or could enhance learning opportunities such as vocational training and higher education.
  • 66% of all respondents say it offers the same benefits as social media, but in a more engaging way.

Millennials (69%) and Gen Z (61%) lead the way when it comes to being enthusiastic about the Metaverse, followed by Gen X (44%). About 59% of American adults expect a significant impact from the Metaverse over the next five years, with 48% expecting a significant impact over the next 12 months.

Current metaverse users are the most satisfied with their virtual experiences. Among those who attended the Metaverse, the best experiences include business creation (91%), collaborative online games and simulations (91%), and immersive virtual experiences created by brands (87%).

Current Metaverse users also report virtual participation in work or school education (96%), business meetings (82%), virtual classrooms (72%), and government meetings (71%) as the best experiences.

Most American adults, regardless of their current participation in the metaverse, are interested in virtual experiences. The main interests include virtual meetings with family and friends (73%), telemedicine (72%), virtual shopping apps (67%), virtual work (65%) and business creation (51%).

And 32% of respondents are open but undecided about participating in the metaverse. Of this group, 31% are less familiar with the metaverse.

Paths for greater involvement

Respondents say privacy is the top concern for 79% when using the metaverse that tracks personal information (79%).

Generation Z respondents are most concerned with avatar personalization (42%), with 36% of total respondents saying this is DEI’s main concern. Nearly a third (30%) of respondents say ensuring that metaverse environments are accessible to people with disabilities should be the top priority in this category.

Providing access to cheaper metaverse technologies is the main concern for Millennials (39%) and GenX / Boomers (40%).

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