The metaverse is not just a place for young people, on the contrary the new technological reality attracts more the 'over 36'.
Boys under 25, contrary to what one might expect, are more indecisive and are afraid of losing contact with physical life.
These are some data that emerge from the research conducted by Ipsos and the Observatory on the Metaverse which unveils the doubts and curiosities of Italians towards this new immersive reality which in any case generates distrust of accessibility and also at an economic level.
"From the research emerges a general curiosity for the topic and a predisposition to deepen" explains Vincenzo Cosenza, social media expert and proponent of the first observatory on the Metaverse. "It will be the internet of the future.
With this research we create a snapshot that aims to understand the expectations, knowledge and first experiences of Italians", adds Luigi Ponti General Manager Ipsos Operations.
What do Italians actually expect to do in the metaverse?
37% think it will be easier to meet different people in virtual worlds than in everyday life and 26% say they could learn more about fashion in virtual worlds than shopping in stores or online.
Conversely, one will prefer to attend a live concert rather than in the metaverse.
The activities in which Italians have participated so far concern more the social sphere: playing and spending time with friends (almost half of Generation Z, under 26).
Almost 30% have also explored another city, mainly Millennials (between 27 and 42 years old), while those who declared having bought real objects such as clothes and shoes are 32% over 46.
Furthermore, as far as the experience of the metaverse is concerned, the research still registers a certain type of mistrust: ease of access, excessive cost of the devices and a natural skepticism linked to not feeling comfortable in a virtual world are the main barriers in usage.
Again, the group that proves to be more inclined and interested in having this type of experience are those between 36 and 45 years of age.
The research then outlines three user profiles, defined as 'metapersonas': the enthusiastic connoisseurs (31%) who have the highest concentration of Millennials and GenX (between 43 and 57 years old), with an average cultural profile;
the optimistic neophytes (49%) who have the highest concentration of Generation Z and a medium-high cultural level;
finally, the intimidated skeptics (40%) a target that is distributed over all generations, are the ones who are most afraid that real life and virtual life are confused in a negative way.