When Facebook changed its general company name to Meta, it catapulted the metaverse into the spotlight. But as information about this virtual world becomes more accessible, enthusiasm for its potential remains mixed.

The launch of Meta provided a pivotal moment for the metaverse, which is now described as the future of technology and human connectivity. Research for our upcoming report, Immaterial World, found that despite its growing traction and increased consumer interest in what the metaverse might look like, both awareness and understanding of the concept differs across markets.

Globally, many influential commentators expect the technology to transcend social media platforms and virtual games. However, for the general public, levels of understanding of…