a report by wunderman thompson intelligenceInto the Metaverse
2INTO THE METAVERSEEmma ChiuGlobal director, Wunderman Thompson Intelligencewundermanthompson.com/expertise/intelligencebe accessed. As more people spend time online, digital third spaces are becoming the new hangouts, making this a thriving environment for brands and influencers. But the potential of the metaverse goes beyond the digital domain, allowing for interactions that blur the boundaries of physical and digital.“Into the Metaverse” explores what the metaverse is, how it’s changing people’s lives, new opportunities that are being created, and why brands need to pay attention. The report includes original consumer data by Wunderman Thompson Data from 3,011 digital participants across the United States, United Kingdom and China. In addition, 15 experts were interviewed; on page 13, they offer their take on the metaverse and unpack its potential—and Wunderman Thompson Intelligence maps out the core elements that make the metaverse on page 21.Does the metaverse exist yet? Not quite. However, the seeds are sown—and it’s just a matter of time.Welcome to the metaverse. A place where our digital and physical lives converge; creativity is limitless; and location-defying worlds bring people together.Interest in the metaverse has peaked this year—the number of searches for the word increased more than tenfold from 2020 to 2021, according to Google Analytics. Media outlets including the New York Times, Washington Post and the Guardian have all published extensive articles probing its implications. Companies from Epic Games to Microsoft to Facebook and SK Telecom have publicly announced plans to build metaverse worlds. Burberry, Coca-Cola, and Visa are just a few of many brands racing to be part of it.Why the sudden attention? “In 2020, one thing became very obvious, very quickly, as COVID-19 began to spread around the world: we leapfrogged five to seven years in the digital revolution,” Hans Vestberg, CEO of Verizon, said during his keynote at CES 2021 in January. As COVID-19 restrictions ease, the acceleration of tech and its prominence in many lives will continue.• 93% of global consumers agree that technology is our future• 76% say their everyday lives and activities depend on tech• Over half (52%) say their happiness depends on itThe virtual domain has become an all-encompassing space where commerce, education, entertainment, community-building, wellness, work and more can Foreword
3INTO THE METAVERSEContentsIntroduction A primer on AR, VR, MR and XR15 experts define the metaverseMapping the metaverseMetaLivesVirtual possessionsCase study: integrating virtual and physical goodsConnected wellbeingDigital relationshipsThe creativity catalystMetaSpacesNew virtual venuesLiminal spacesDigital real estateTravelportationMetaBusinessGamevertising Case study: brands stepping into the metaverse New reta...
