Capgemini Research Institute has published a report titled “Total Immersion: How Immersive Experiences and the Metaverse Benefit Customer Experience and Operations.” The report examines the impact of Web3 on business and community development. With Gartner predicting that 25% of people will spend at least one hour per day in the metaverse by 2026, brands are increasingly incorporating Web3 projects into their digital strategies. This trend has been fueled by the COVID-19 pandemic, which has accelerated digital usage.
According to the report, immersive technologies are set to permeate every aspect of our lives. Advancements in bandwidth, content quality, and computing power, coupled with decreasing barriers to entry, will enable people from all walks of life to create and experience immersive experiences.
To gain insights into public interest in Web3 operations, Capgemini Research Institute surveyed 8,000 consumers and 1,000 organizations across different industries. The findings reveal that 90% of consumers are curious about the metaverse, with their expectations centering around the idea of community. Initially, users are focused on social interactions with friends, family, and colleagues. The upcoming digital fashion week in Decentraland, for example, is expected to enhance the bond between the community and fashion and beauty brands in the digital world.
The panel’s key interests lie in gamification, commerce, and the customer experience. More than half of the respondents believe that immersive experiences will play an important role in their purchasing journey, with 58% expecting these initiatives to impact product or service selection and acquisition. This sentiment is particularly prevalent in the luxury sector, where brand engagement and purchasing decisions are given significant consideration. The report suggests that immersive experiences could help overcome obstacles associated with premium goods, such as clothing fittings and test driving high-end cars, similar to a Porsche driving game.
However, as brands embrace these new technologies, they must also prioritize cybersecurity, data collection, and the protection of internet users.
Useful links:
1. Gartner Statistics on Metaverse
2. Capgemini Research Institute’s Report on the Metaverse
