Despite Retail’s Investment in the Metaverse, New Study from Zipline Finds 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. 

Key data from the report reveals: 

• 80% of Gen Z is “familiar” with the metaverse and 51% have participated in it through gaming, purchasing non-fungible tokens (NFTs), or other activities. While Millennials have comparable levels of familiarity with the metaverse (84%), their participation rate is much lower (37%).
• 83% of people across all generations said gaming was their main reason for participating in the metaverse.
• 42% of respondents across all generations who have participated in the metaverse have used it for shopping.
• 84% of Gen X respondents said they were at least somewhat interested in receiving an NFT from their favorite brands compared to 70% of Millennials and 63% of Gen Z respondents.
• 85% of Gen Z respondents reported feeling indifferent about brands developing a presence in the metaverse, but the same percentage said they’d be interested in hybrid in-store experiences that use mixed reality technologies to incorporate a virtual element to shopping.