Nine out of ten consumers are curious about the Metaverse

Capgemini

Berlin (ots)

Businesses expect immersive experiences to become not only important for customer interaction, but also to enhance the work experience of their employees.

Seven out of ten companies believe that immersive experiences and the metaverse will be important future applications for differentiating themselves in the market, especially with regard to the customer journey. This is revealed by a new study from the Capgemini Research Institute, “Total Immersion: How Immersive Experiences and the Metaverse Benefit Customer Experience and Operations”. 77% of consumers surveyed expect immersive experiences to change the way they interact with people, brands and services. From the small group of consumers[1]who have experienced the metaverse, three-quarters say they currently use it and will continue to do so. The findings suggest that the much-vaunted immersive technologies have great potential that businesses can capitalize on.

In July and August 2022, the Capgemini Research Institute surveyed 8,000 consumers and 1,000 businesses in 12 countries about the benefits they see in immersive experiences and the metaverse. The report concludes that the decentralized metaverse, based on blockchain technology, is still under development. However, the resulting vast opportunities for value creation in businesses are already being realized.

“We’re starting to see a more differentiated approach from businesses to designing immersive experiences and the metaverse in particular,” comments Sargon Korkis, Head of Digital Experience Services at Capgemini in Germany. “Initial interest in the Metaverse was fueled by investments from big tech players. The real challenges in terms of accessibility, security, interoperability and data protection, among others, have not yet been sufficiently taken into account. Companies are now working intensively on this. In the short term, immersive experiences can be very effective, especially for internal use cases. But the potential of the metaverse goes beyond transformation: it brings about a humanistic renaissance of digitization and uses the virtual spatial proximity of what is known as the Internet incarnate for this purpose. »

Improved shopping experience and new modes of interaction for consumers

The study shows that consumers are fascinated by the possibilities of immersive experiences. They want to use the metaverse primarily as a place to interact with family and friends (43%) and colleagues (39%). The brands they would most like to interact with in the Metaverse are primarily retail companies (78%) and consumer goods companies (77%). This shows that consumers are particularly interested in improving their shopping experience for products with high experiential value, such as cars, furniture and household appliances.

High potential for internal use cases

Interviews conducted for the study reveal that companies have already successfully implemented various initiatives using immersive experiences and the metaverse to improve their operational efficiency. Possible applications include:

  • Planning of the sales space: The virtual visualization of a space makes it possible to plan the fittings of the store without the teams having to be on site.
  • Professional medical training: surgeons can plan, rehearse and perform medical procedures on patients using helmets and 3D scans.
  • Digital prototyping in the automotive industry: virtual reality (VR) is used for design and construction reviews. By reducing the number of prototypes built, companies can both save money and improve sustainability.

Organizations lack a clear strategy for scaling immersive experience initiatives

Driven by the continued development of augmented reality (AR) and VR technology, the accelerating pace of digitization due to the COVID-19 pandemic, and heightened concerns about sustainability, companies have in recent years conducted cross-industry pilot projects with immersive experiences. Particularly in the consumer goods and retail sectors, companies are testing immersive use cases such as AR for virtual home decoration, electronics and other items (24%) or to create new, more engaging customer experiences (25%).

Two-thirds of companies (66%) have developed an immersive experience roadmap for the next two years. 15% want to establish an initial presence in the metaverse within a year, and 45% believe it will become mainstream within three years. However, many companies still take a cautious approach.

In addition to the external factors that hinder such initiatives, such as lack of technological maturity or lack of connectivity infrastructure, companies face significant internal challenges to meet and grow consumer demand. In particular, there is a lack of strategic planning: 40% of companies still view immersive experience initiatives as one-time projects, not the first step in a series of continuous improvements. Nearly two-thirds (62%) of companies say there is no leadership commitment to immersive experiences, and more than half (56%) lack a clear roadmap for adopting such technology.

Concerns about security, privacy and inclusion dampen expectations

Consumer curiosity about the Metaverse may be dampened by concerns about the technology. Based on a social media analysis of more than 180,000 online conversations, the study shows that consumers are primarily concerned about harassment, personal safety and privacy.

“For the Metaverse as a network of virtual worlds, issues of security and ethics are important in creating a sense of community that is critical to widespread adoption.“, says Sargon Korkis. “Whether it’s customer or employee apps, organizations need to address these concerns before building their virtual spaces. They also need to find a way to moderate those spaces while balancing privacy and privacy concerns. security. So they have to start understanding the metaverse today or they’ll be left behind later.”

Notes for Editors

[1] “Metaverse savvy consumers” make up 4% of the total sample, which is approximately 380 respondents.

Capgemini defines the Metaverse as an immersive experience and a “network of virtual worlds” where people can play, shop, socialize, learn and work through their avatars. Using an open network of decentralized virtual and hybrid 3D spaces, the Metaverse coexists with the physical world and is designed to combine digital and real-world experiences online, regardless of location, time or device.

Capgemini defines an immersive experience as an experience that combines one or more of the following interactions during a journey, moment or task:

  • Flat (2D) user interfaces: an enhanced experience accessed through an interface such as a smartphone/computer/app, e.g. B. a camera for scanning QR codes, a virtual tour of houses, cars and places (live view from Google Maps), a virtual fitting of cosmetics, glasses and clothes or the placement of furniture (Amazon AR, IKEA AR).
  • Natural and spatial interfaces: experiences achieved through natural sensory interactions (hearing, vision, temperature, gesture, haptics, touch, movement and smell). Examples include voice assistants (eg Siri, Alexa), gestures (Microsoft Kinect, Nintendo’s Wii) or touch (eg when using Nest thermostats), or spatial interactions where we use biometric sensors (eg, facial recognition) interact with a room.
  • Augmented Reality (3D): AR, VR, and MR experiences accessible through headsets and 3D visualization and projection that augment reality or create simulations. These interactions can enable augmented reality (Google Glass, heads-up displays on cars, etc.) or virtual reality (Oculus, SteamVR, etc.) or a combination of these (mixed reality, MR ).

Study participants were given the same definition of the terms “immersive experiences” and “metaverse” as those defined above, along with detailed illustrations.

Capgemini’s Metaverse Lab, a research and solutions coordination hub, is designed to help clients explore the possibilities of emerging technologies and design and execute their Metaverse strategies. R&D programs include immersive human-machine interfaces and controls, working in metaverse, digital twins, blockchain, web3 and decentralized approaches. Learn more here.

methodology

The Capgemini Research Institute surveyed 8,000 consumers over the age of 18 in 12 countries across Europe, North America and Asia-Pacific in July and August 2022 about their thoughts on augmented reality/virtual reality and other mobile/web immersive applications, including the metaverse. In addition, 1,000 companies in consumer goods, retail, discrete manufacturing, life sciences, media, telecommunications, banking and insurance were surveyed to find out how companies use these immersive technologies for their internal operations. This research was supplemented by in-depth interviews with industry leaders and technology partners, as well as a social listening study that includes Google search analysis, social media analysis, feelings and recognition of emotions.

About Capgemini

Capgemini is a leading global partner enabling companies to drive and transform their business through the use of technology. The group is driven every day by its goal of advancing human potential through technology – for an inclusive and sustainable future. Capgemini is a responsible and diverse organization with a team of over 350,000 employees in more than 50 countries. A 55-year history and deep industry expertise is why clients entrust Capgemini with all of their business needs – from strategy and design to business operations. The company relies on rapidly developing innovations in cloud, data, AI, connectivity, software, digital engineering and platforms. The group’s turnover in 2021 was 18 billion euros.

Get the future you want | www.capgemini.com/de

Press contacts:

Christina Jan
Telephone: +49 89 38338 1459
Email: christina.jahn@capgemini.com

Original content by: Capgemini, transmitted by news aktuell

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