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Probing reality and myth in the metaverse

Despite some skepticism, our recent insights show that Americans of all ages are ready to embrace the metaverse.

The metaverse—like many innovations—is shrouded in mysticism and skepticism. Proponents believe that the metaverse will be revolutionary and fully transform the way we work, shop, socialize, and play. Others are more skeptical and see a hype-fueled fad that appeals to gamers and celebrities.

We were curious to learn what typical American consumers think and how their views could shape how brands may venture into this new space. To find out, we queried over 1,000 consumers aged 13 to 70, as well as spoke directly to advocates and early adopters, to understand current sentiment about the metaverse...

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