Consumers engaging with metaverse-style virtual environments are funny successful a fig of industries and activities. Topping the database of interests is music, according to a caller survey by Reach 3 Insights, which polled 401 consumers implicit the summer.

The findings explicate immoderate of the unrecorded events and tie-ins that brands are launching successful the metaverse, connected platforms similar Decentraland and Roblox.

For marketers inactive successful the wait-and-see oregon readying phases of their metaverse debut, this mightiness assistance absorption the effort based connected wherever the involvement is. Earlier this year, our ain MarTech survey found that implicit fractional of marketers are readying a metaverse activation either successful the upcoming twelvemonth (25.8%) oregon successful the adjacent 5 years (25.4%).

Dig deeper: How brands are joining the metaverse

Hot metaverse topics. Consumers were asked what topics they would beryllium funny successful related to virtual experiences oregon products. Here are the topics, successful descending order:

• Music, 68%
• Travel/ tourism, 58%
• Shopping/virtual stores, 53%
• Live events, 53%
• Gaming, 52%
• Training/learning, 52%
• Social/virtual get-togethers, 51%
• Food, 42%
• Health, 41%
• Tech, 35%
• Fashion, 29%
• Beauty, 27%
• Beverages, 20%
• Something else, 3%

The precocious involvement successful euphony explains wherefore iHeartMedia recently launched a hub successful the fashionable 3D crippled Fortnite. And the involvement successful gaming shows immoderate crossover entreaty with crippled audiences who are aboriginal adopters of metaverse experiences.

Dig Deeper: How the gaming beingness is preparing marketers for the metaverse

Age demographics. The survey was distributed comparatively evenly crossed Gen Z (88 participants), Millennials (101), Gen X (136) and Boomers (76).

Older participants raised the mean for involvement successful travel, with lone 48% of Gen Z, and 50% of Millennials, funny successful that topic.

Younger participants were much funny successful quality and fashion, with Gen Z astatine 43% and 44% funny successful those topics, respectively. Clearly, younger consumers are funny successful metaverse activations related to manner and beauty.

Under Armour’s ongoing Curry Brand activations demonstrate heavy engagement and income imaginable connected the metaverse. (They sold thousands of $333 NFT virtual wearables successful minutes.)

Why we care. If your marque is little connected the database of blistery topics, deliberation of however you tin necktie your marque to an involvement higher up. Take beverages (20%), for instance. PepsiCo has spent over a decennary carving retired a abstraction successful the gaming community, truthful they’re poised to pull users successful the metaverse.

And from the Under Armour playbook, prima powerfulness tin besides gully their assemblage to your marque successful the metaverse. Just arsenic successful the existent world, each kinds of categories sponsor unrecorded euphony events, we expect a akin unit astatine play with virtual concerts personage meet-and-greets.