New research from Momentum asked users why they gravitate to virtual worlds
Home / 4As Blog / New research from Momentum asked users why they gravitate to virtual worlds
Published 07.12.2022
Topic
Research
People Like the Metaverse Because It’s Not Like Real Life
As marketers flood the metaverse with new kinds of branded experiences, it can be easy to lose sight of what makes these virtual worlds appealing to the users who spend time in them.
That human element is what agency Momentum Worldwide sought to pin down in a recent survey of 4,500 consumers across seven countries. The research found that denizens of virtual spaces tend to enjoy them for their inclusivity, their broad capacity for self-expression and the escapism of leaving behind real-world appearances.
