《Talkdesk:元宇宙连接调研报告(英文版)(14页).pdf》由会员分享,可在线阅读,更多相关《Talkdesk:元宇宙连接调研报告(英文版)(14页).pdf(14页珍藏版)》请在三个皮匠报告上搜索。
1、TALKDESK REPORTConnecting inthe Metaverse:A TalkdeskSurveyTable of contentsIntroduction 03I.Welcome to the metaverse 04II.Life in the metaverse 07III.CX in the metaverse 09Recommendations 12Methodology 13IntroductionWith COVID-19,an increase in violent crime,polarized politics,social injustices,infl
2、ation,and other issues in the physical world,manypeople are turning to the metaverse to find somewhere to connect with others in a relativelysafe way.Our survey finds that 69%of respondents have been in the the metaverse recently.The uncertainty in the physical world is why people believe the metave
3、rse will make connections stronger(49%),and its why 44%of people would consider dating in the metaverse.Metaverse activities,which have origins in the gaming world,will expand to encompass everything from friends and family relationships,to dating,work,and leisure activities.The reality of the metav
4、erse,however,is not without its challenges.Much like elsewhere on the internet today,we see harassment and similar abuse in the emerging metaverse.Learning from the evolutionof the internet and degradation of online culture,more than half(56%)of respondents want the government to regulate the metave
5、rse in someway,and fewer than half(46%)of survey takers believe tech companies have implemented policies that are strong enough to keep these digital worlds safe.The Talkdesk Metaverse Survey also indicates that the metaverse will be the next channel for brand engagement.In fact,a quarter of respond
6、ents(26%)say they bought a digital item or found inspiration to make a physical purchase in real life(21%)during their time in the metaverse.With buying and browsing for goods and services(both physical and digital)becoming a key metaverse activity,brands need to prepare for this channel.Read on for
7、 more findings from the Talkdesk Metaverse Survey,as well as recommendationsfor brands looking to establish a presence in these new digital worlds.3I.Welcome to the metaverseWhos in the metaverse and what are they doing?Surveys find that as much as 70%of the population has experienced feelings of is
8、olation,feeling left out,or lacking companionship dueto COVID-19.Its not surprising then,despite being in its early days,the metaverse is even now attracting a wide array of visitors eager o connect,recreate previous experiences,and try new ones.More than two-thirds(69%)of the respondents to the Tal
9、kdesk Metaverse Survey have already begun dabbling in these new digital worlds,with slightly more men(73%)than women(62%)participating,so far.Generationally,millennials(73%)and Gen Zers(64%)are more likely to have visited the metaverse than other generations,but baby boomers(45%)are feeling its pull
10、 as well.In terms of activities,women are more likelyto use the metaverse as a virtual showroom,where they engage with products virtually,but then turn back to traditional digital methods for buying those products in the real world(25%vs.18%for men).Men,on the otherhand,are slightly more likely than
11、 womento make actual purchases in the metaverseand tend to spend on virtual items/products,like non-fungible tokens(NFTs,)(15%menvs.12%women)or clothing for a virtualavatar(17%men vs 16%women).Notably,gaming,one of the most widely available activities in the metaverse,is the preferred choice for Gen
12、 Z,which at 38%is the only cohort to select this as the top activity.Nearly half(44%)of all Gen Z men play games there,the highest response of any group.Have you ever visited the metaverse?If yes,what did you do there?Purchased items and products26%Found inspiration to buy real-world products21%Play
13、ed games26%Socialized with friends16%Nothing,just browsed around11%4An out-of-this-world experienceOn top of pandemic loneliness,broader socialand global concerns have people looking notonly for an escape,but a safe place to interactwith friends and family.More than half(55%)of all respondents also
14、say they feel separatedfrom family and friends due to COVID-19.This ability to reconnect especially drovebaby boomers exploration of the metaverse,as socializing with friends(39%)toppedtheir list of preferred activities in the new frontier.Additionally,many respondents seeking new,more thrilling exp
15、eriences,are eager to trysomething not found in the real world.Nearlya third(32%)cite this as the reason for their excitement about the idea of a metaverse.And,while craving novel experiences,most respondents(62%)want to do so authenticallywhile in their digital persona,with nearlytwo-thirds(62%)say
16、ing they would createan avatar who resembled their real-life self.Many of these respondents(68%),in fact,have already created lookalike avatarson other platforms.Because of real-world fatigue and the levelof excitement generated by the metaverse,the majority of respondents feel the metaverseis alrea
17、dy living up to their expectations(85%),with gaming(83%)and the ability to socialize(83%)leading in terms of most favorable experiences.79%62%80%83%83%85%The metaverseis overhypedI liked the brands/products available in the metaverse because I found real-world products to buyI liked the items and pr
18、oducts available for purchase in the metaverseI enjoyed my experience because I was able to socialize with friends in the metaverseI liked the variety of games available in the metaverseThe metaverse lived up to my expectationsWhat did you think of your metaverse experience?(total respondents“agree”
19、or“strongly agree”)5A mainstream metaverse Meta,the company behind Facebook and Instagramand a leading driver of the metaverse,has saidit expects the virtual world to become fully built out(i.e.,a sophisticated,seamless,and intuitive immersive environment with mass adoption)by 2031.The Talkdesk Meta
20、verse Survey finds that consumer expectations may be higher given the level of media attention aroundthe metaverse.A third of respondents believe the metaverse will be mainstream much sooner,with(34%)of respondents expecting it will reach full maturity within the next five years.Just 19%agree with M
21、etas forecasted timeline.Interestingly,respondents may also be placing expectations on a reluctant source in fast tracking the metaverse,with 18%of those surveyed citing Elon Musk/Tesla as a potential leader.Musk has gone on recordwith doubts around the legitimacy of the metaverse.With Metas long ti
22、meline and Musks lack of interestin the metaverse,the space is ripe for disruption for brands that can quickly deliver upon consumer expectations,giving them the opportunity to layclaim to tech leadership in short order.Which company do you think will make the metaverse mainstream?Amazon(Jeff Bezos)
23、8%Apple(Tim Cook)6%Meta/Facebook(Mark Zuckerberg)33%Microsoft(Satya Nadella)11%Tesla(Elon Musk)18%Google(Sundar Pichai)9%6II.Life in the metaverseLiving in the metaverse The concept of the metaverse could have significant implications for how we live.Indeed,during the pandemic many stayed in touch w
24、ith loved ones via video chat which could be considered a half-step in between the Web2 version of the internet(as we have experienced it since the late 1990s)and the metaverse of today.Its possible that those positive,digital interactions are what prompted nearly halfof all respondents(49%)to say t
25、he metaverse will improve relationships with family,friends,colleagues,and neighbors,impacting society for the better.Only one quarter of respondents fear it will make relationships worse or obsolete.Millennials are the most likely to look forward to living the metaverse life,with more than two-thir
26、ds(69%)saying they would join virtual workspaces,followed by 61%of Gen Zers,53%of Gen Xers,and fewer than half(46%)of Baby Boomers.In addition,44%of respondents say they would consider dating in the metaverse(44%).This demographic skewed largely male,with more than half(52%)of all men and just one t
27、hird of women sharing this opinion.What would you give up to give yourself time to experience the metaverse?(responses are rounded to the nearest whole number)7%23%27%18%13%11%Texting I dont knowI dont want to spend time in the metaverseDating apps Streaming servicesSocial media7Policing the metaver
28、sePerhaps in reaction to witnessing the increasing abuse,disinformation,and conflict that has come to permeate the modern internet,more than half of respondents(56%)believe the government should regulate the metaverse and have oversight on how brands interact with consumers in the immersive virtual
29、world.Less than half of respondents(46%)believe technology companies have created strong policies to prevent harassment,racism,or other discrimination.Another third want to see even greater protection,stating policies are not strong enough,with the remainder not sure.Paradoxically,nearly half(49%)sa
30、y they trust technology companies to protect personal data and privacyin the metaverse.Demonstrating common ground,the oldest generations(baby boomers 44%and Gen X 38%),and the youngest(Gen Z 33%)are the most likely to think tech companies need to go further in their efforts to prevent abuse in the
31、metaverse.Have you experienced harassment,racism or discrimination in the metaverse?NoNoI dont knowI dont knowYes37%Yes50%58%45%5%5%8III.CX in the metaverseInsights for brandsConsumers see obvious potential in the metaverse to establish and strengthen bonds between family,friends,and coworkers.For b
32、rands,as well,theres an opportunity to make,retain,and deepen customer connections.With the threat of a recession,coupled with inflation and dwindling consumer spending,brand loyalty is being put to the ultimate test as consumers reconsider purchasing decisions.Brands vying to foster customer affini
33、ty should think of the metaverse as the new frontier for doing so especially as experts predict 25%of people will spend at least one hour a day in the metaverse for work,shopping,education,social,and/or entertainment.As the metaverse continues to evolve,it will undoubtedly reshape how consumers enga
34、ge in all of these activities and how they interact with brands,which is why nearly all business leaders expect a positive impact on their industry within five to 10 years.25%of people will spend at least one hour a day in the metaverse for work,shopping,education,social,and/or entertainment9In less
35、 than a generation,the worldhas gone from buying at brick and mortar physical retailers to shopping online and via mobile.The metaverse represents the next channel through which brands will connect with consumers.Already,more than one in four consumers(26%)have bought a virtual item and another one
36、in five(21%)have found inspiration to buy a physical product through the metaverse.As consumersdo so more and more,brands will need to further develop their customer service strategies to account for this evolving platform.Indeed,62%of respondents also say they would want a brand avatar or“omni-asso
37、ciate”to provide proactive assistance in suggesting a productor showing them things to do in thevirtual space.Would you purchase any of the following in the metaverse?(multiple answers were allowed)How much would you spend in metaverse?Virtual concerts and brand experiences40%Get inspirationto buy s
38、omething in the real world 31%Virtual clothing&accessories37%Virtual art&assets(aka NFTs)31%Dont want to make purchases in the metaverse15%Real-world products(apparel,furniture,cars)37%Virtual property&land34%Less than$100$100-$500$501-$1,000$1,001-$2,000$2,001-$5,000$5,000+I dont planto spend money
39、in the metaverse17%16%14%11%9%6%20%10Faster,better serviceEchoing their belief that the metaverse can be a place that fosters positive relationships and community,consumers are optimistic about thelevel of service they will receive in the metaverse.More than half(51%)of respondents expect customer s
40、ervice to be better in these digitalworlds and nearly one in three consumers(32%)believe these immersive environments will provide less frustration and anxiety than calling and talkingto a contact center agent.Respondents also believe that it will be easierto access product or brand information(27%)
41、,and that it will be more effective and interactiveto seek assistance from an omni-agents metaverse avatar than engaging with a chatbot online(27%).Simply put,brands will be able to exceed customer expectations and deliver a better overall experience if theyre able to engage and assist consumers qui
42、ckly and seamlessly in the metaverse.Once the metaverse is established as a customer service channel,respondents indicate they would be almost as likely to virtually interact with a brands avatar in the metaverse(42%),as they would beto call customer service via phone(44%).This isan invitation for b
43、rands that have not yet establisheda presence in the metaverse to consider it as the next channel in their omnichannel customer experience strategies.believe that it will be easier to access product or brand informationbelieve that it will be more effective and interactive to seek assistance from an
44、 omni-agents metaverse avatar than engagingwith a chatbot online51%27%27%of respondents expect customer service to be better in these digital worlds11Recommendations What brands can doA presence in the metaverse will likely become as common as having a website over the next several years.Forward-thi
45、nking brands can get aheadof the competition with a few simple steps.Get your foot in the doorLifestyle brands and those catering to younger demographics will need to establish a metaverse presence sooner rather than later.While our survey finds that people of all ages have experienced the metaverse
46、,it is the digital natives of Gen Z whowill be its earliest adopters.Find your spaceBrands should look for opportunities to reinforcetheir values and physical experiences,as wellas to establish new ways of engaging withtheir key target groups.Stay nimbleThe early days of any new technology can be ro
47、cky.Brands exploring how best to leverage the metaverse with consumers should be resilient in the eventof any setbacks.Embrace creatorsThe metaverse is the first iteration of Web3,where content is decentralized with ownership and publication held directly by creators(vs.being amassed big tech brands
48、).Embrace those that align with your brand and support the communitiesthat rally around them.Explore new digital assetsConsider support for cryptocurrencies and digital assets known as NFTs,which allow businessesto experiment with new offerings that complement their physical goods and services.Optim
49、ize customer experiencesArtificial intelligence and automation can help companies to not only deliver smarter,more personalized,and seamless customer experiences across the metaverse and other channels,butalso predict future needs and behaviors.Interested in learning more about how to address custom
50、er experience in the metaverse,contact Talkdesk.1212Methodology In April 2022,Talkdesk surveyed 1,500 U.S.consumers between the ages of 16 and 65 via the mobile polling app Pollfish to determine awareness of the metaverse,associated perceptions,and uncover opportunities for brands to deliver new and
51、 better customer experiences.For the purposes of this survey,the generational breakdownsare categorized as:Generation Zers are between the ages of 16-24Millennials are between the ages of 25-44Generation Xers are between the ages of 45-54Baby Boomers are over 55 years of ageFor more specific informa
52、tion on its audience and methodology,please visit:Pollfishs Methodology Page.Talkdesk searched1,500 US consumers13Automation-first customer experience solutions+1(888)743-3044 Talkdesk is a global cloud contact center leader for customer-obsessed companies.Our automation-first customer experience so
53、lutions optimize our customers most critical customer service processes.Our speed of innovation,vertical expertise,and global footprint reflect our commitment to ensuring that businesses can deliver better experiences across any industry and through any channel,resulting in higher customer satisfaction and accelerated business outcomes.2022 Talkdesk,Inc.All Rights Reserved Worldwide.Unauthorized use,duplication,or modification of this document in whole or in part without the written consent of Talkdesk,Inc.is strictly prohibited.