Despite Retail’s Investment in the Metaverse, 85% of Gen Z Is Indifferent About Brands Establishing a Virtual Presence

Zipline’s Retail Metaverse Report surveyed 600 people across the country ages 13-50 to better understand how generational differences influence consumer perception of and participation in virtual retail experiences.

Understanding

Participation

Reported being equally familiar with the metaverse

80%

GenZ

82%

Millennial

Reported actually participating in the metaverse

51%

GenZ

37%

Millennial

Understanding

GenZ: 43%
Millennial: 43%
Gen X: 53%

Money

GenZ: 42%
Millennial: 35%
Gen X: 32%

Time

GenZ: 30%
Millennial: 33%
Gen X: 19%

What’s keeping consumers from participating in the metaverse?

The Metaverse is for Gaming and Entertainment

Across all ages who have participated in the metaverse, the most frequently reported reason people participated in the metaverse was

83%

gaming

42%

shopping

Gen Zers participating in the metaverse were equally likely to engage with mid-tier retailers as they were with high-end retailers such as Gucci, Balenciaga, Dior and Burberry.

Of those participating in the metaverse, the primary reasons they did were

Entertainment

GenZ: 52%
Millennial: 48%

De-stressing

GenZ: 30%
Millennial: 25%

Meet new people

GenZ: 11%
Millennial: 10%

Potential Learning: Brands looking to establish a presence in the metaverse need to incorporate a gaming element and ideally meet gamers where they are (ie: Roblox).

Only 5.7% of respondents say that access to NFTs is the primary reason for engaging in the metaverse.

When asked if they were interested in getting an NFT from a brand they loved

70%

of Millennials said yes

63%

of Gen Z said yes

When asked ‘what offerings would you / do you want from retailers in the metaverse?’ Gen Z and Millennials were aligned that unique games and free perks + giveaways were key.

The Hybrid Model Shows Promise

Despite only 51% of Gen Z participating in the metaverse and 85% saying they were indifferent about brands developing a metaverse presence, nearly 85% say they’d be interested in a hybrid experience that devotes mixed-use space at in-person locations to utilize AR/VR technology and shop online.

Potential Learning: Physical stores aren’t going anywhere, but they’ll continue to evolve to meet consumers’ growing expectations for virtual offerings and social elements.

Zipline helps retailers engage their frontline employees and ensure they can speak to the brand’s strategic imperatives, whether they’re being implemented online or in-store, ensuring the best omni-channel experience.

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Despite Retail’s Investment in the Metaverse, 85% of Gen Z Is Indifferent About Brands Establishing a Virtual Presence

Understanding

Participation

Reported being equally familiar with the metaverse

80%

82%

Reported actually participating in the metaverse

51%

37%

Understanding

Money

Time

What’s keeping consumers from participating in the metaverse?

The Metaverse is for Gaming and Entertainment

83%

gaming

42%

shopping

Of those participating in the metaverse, the primary reasons they did were

Entertainment

De-stressing

Meet new people

Potential Learning: Brands looking to establish a presence in the metaverse need to incorporate a gaming element and ideally meet gamers where they are (ie: Roblox).

Only 5.7% of respondents say that access to NFTs is the primary reason for engaging in the metaverse.

When asked if they were interested in getting an NFT from a brand they loved

70%

of Millennials said yes

63%

of Gen Z said yes

When asked ‘what offerings would you / do you want from retailers in the metaverse?’ Gen Z and Millennials were aligned that unique games and free perks + giveaways were key.

The Hybrid Model Shows Promise

Potential Learning: Physical stores aren’t going anywhere, but they’ll continue to evolve to meet consumers’ growing expectations for virtual offerings and social elements.

Zipline helps retailers engage their frontline employees and ensure they can speak to the brand’s strategic imperatives, whether they’re being implemented online or in-store, ensuring the best omni-channel experience.