The Metaverse—like many innovations, it is shrouded in mysticism and skepticism. Proponents believe that the metaverse will be revolutionary, completely transforming the way we work, shop, socialize, and play. Others are more skeptical and see a fad that attracts gamers and celebrities.

We were curious to find out what typical American consumers think and how their views could shape how brands can venture into this new space. To find out, we surveyed over 1,000 consumers ages 13-70, as well as spoke directly with advocates and early adopters, to understand current sentiment about the metaverse.

What we found surprised us. Most consumers know and interact with…