Study by TBWA and UNIL: Swiss about new technologies

What do Swiss consumers think of metaverse, virtual reality or artificial intelligence? A study conducted by TBWA\Switzerland in collaboration with the University of Lausanne in February 2023 examined how the population perceives and uses new technologies such as the metaverse, AI, cryptocurrencies, virtual and augmented reality.

The "Metaverse Barometer Switzerland 2023 is intended to generate insights into the perception and use of the Metaverse as well as the attitude of the Swiss population towards new technologies. 426 people living in Switzerland took part in an online survey. The aim of the study is to anticipate new needs at an early stage.

Half are interested in the metaverse

According to the study, only a few people in Switzerland are familiar with the concept of the Metaverse. Those who are already familiar with it show a greater affinity for the technology, have already used the Metaverse more often and are mostly male. In terms of the European average, Switzerland is in the middle of the field, but lags significantly behind the leading countries worldwide.

Metaverse for further education, leisure and entertainment

74 per cent of Swiss citizens have already heard of the Metaverse, but only 11 per cent are familiar with it. At 48 per cent, however, almost one in two is curious about the new virtual world. Lukas Diem, Strategy Director and Member of the Executive Board of TBWA\Zurich, cites the following as the most important reasons for future use: "76 per cent of Swiss people want to use the Metaverse in the future for further education, 69 per cent for leisure and entertainment, 67 per cent for virtual travel and cultural experiences. For companies concerned, this means that their presence on the Metaverse will make sense in the future."

Further, the study shows that 48 per cent are curious about using the Metaverse and 35 per cent are apprehensive at the thought of it. The biggest current concerns include: Privacy risks, disconnection from real life, cyber bullying, potential costs and environmental impact.

Hesitant optimism towards new technologies

Although new technologies are always accompanied by concerns, the Swiss population is basically positive about them. Despite the mixed feelings, the potential seems to be recognised in many cases. "With the metaverse and the associated technologies, we will not only be confronted with new and exciting creative tools, but our behaviour as consumers will also evolve and change," says Lukas Diem, of TBWA in Zurich. This development in the Swiss population offers opportunities and should encourage companies and brands to increasingly engage with new technologies.

Source: Advertising Week / zeitgeist-spotter