Italy: popular activities in the metaverse 2022

According to a 2022 survey, shopping was the preferred activity among Italians interested in the metaverse. Over four in ten respondents in Italy would like to shop in the virtual online environment, while a much lower percentage would prefer to socialize with people.
The same survey revealed opposite results for Italian Gen Z. Respondents between 18 and 24 years old showed higher interest in basically living in the metaverse, with 61 percent interested in interacting with people. Other popular activities were attending shows (59 percent) and music events (56 percent).

Total vs. Gen Z consumers interested in pursuing selected activities in the metaverse in Italy in 2022

Characteristic	Total	18-24 (Gen Z)
Shopping	44%	51%
Work	42%	54%
Interact with people	38%	61%
Attending a sport event	34%	42%
Music event	46%	56%
Other event (show, debate, interview)	45%	59%

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Release date

March 2022

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Region

Italy

Survey time period

March 29 and 30, 2022

Number of respondents

1,016 respondents

Age group

18 years and older

Method of interview

Omnibus survey

Supplementary notes

To the question: "Quanto saresti interessato, o meno, a partecipare ai seguenti eventi attraverso un metaverso (spazio virtuale 3D online)? Una sola risposta."
In English: "How would you be interested in the following activities in the metaverse (online 3D environment)? Give only one answer."

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