Only two percent are fit for the metaverse

How does the topic of metaverse look to Swiss consumers? How many are already prepared for virtual reality? Who are these early adopters and where is the most potential? The current figures from the Mach Consumer and Mach Values studies paint a first picture. The two Wemf studies were published on Tuesday with various new features.

Potential at the young, the men and the high income earners

To be able to immerse oneself in the virtual world, one needs virtual reality (VR) glasses. The new figures from Mach Consumer show that two percent of the Swiss population claim to own VR glasses in their household. 70 percent of VR glasses owners are male. These gadgets are particularly popular among 14- to 19-year-olds. This is also evidenced by the "Lifeworlds" chart, which shows that the "Learners" group (young people who are still in education) has the highest affinity. The Mach Values psychographic study also shows that the following three value types are most likely to own VR glasses: the adventurous and fun-loving "Adventurers", the goal-oriented and practical "Pragmatists" and the politically committed and unconventional "Cosmopolitans". Accordingly, providers of metaverse applications know which stakeholder groups they will have to deal with first.

There seems to be a certain interest among the population: four percent of the Swiss intend to buy VR glasses in the next twelve months. The fun-loving "adventurers" have by far the greatest purchase intention. Young people with and without children are particularly interested. People with an affinity for VR and an intention to buy have an above-average household income compared to the Swiss population.

Accessibility of VR interested parties

People who own VR glasses or state that they want to purchase a pair in the next year most often inform themselves about technical devices on the internet (websites and social media). However, they also like to exchange information with people in their own environment, get information directly in the shop and also in newspapers and magazines.

Mach Consumer and Mach Values 2022 with innovations

In the Mach Consumer 2022, the digital area was strongly expanded: among other things, purchase frequency in online shops, ownership / purchase intention for technical devices (for example drone, VR glasses), ownership of cryptocurrencies / Bitcoins. The Mach Consumer is the largest continuous consumer media study in Switzerland.