Metaverse advertising and marketing in the United States - statistics & facts

Defined as a future iteration of the internet, the metaverse refers to a virtual reality world created by computer programming in which digital representations of people can interact and generate a shared space. First coined in Neal Stephenson's 1992 science fiction novel Snow Crash, the metaverse became a household name following Facebook's rebranding of its company identity to Meta Platforms in October 2021. At the same time, the COVID-19-propelled shift toward digital transformation spurred an increasing number of brands to hop on the metaverse train. The global metaverse market revenue was projected to reach 679 billion U.S. dollars in 2030, up from less than 50 billion in 2022. Metaverse advertising spending in the United States amounted to an estimated half billion dollars in 2022 – projected to rise to 2.52 billion in 2030.

Leveraging new worlds to lure new consumers

The metaverse is capturing the attention of both businesses and consumers, with more than half of American marketers planning to use it to reach and retain target audiences. Among other experiences, they aimed to use the metaverse to facilitate communication between customers and brand representatives. Metaverse strategies primarily targeted Millennial and Gen Z consumers, while Meta and Fortnite were the two most popular metaverse providers. Nike was one of the pioneers in the mainstream. The sportswear giant teamed up with Roblox in 2021 to generate a virtual world called Nikeland, where players competed in various games and purchased virtual merch from the apparel brand itself.

Between awareness opportunities and security doubts

Among companies that had already invested in the metaverse worldwide, four out of 10 said they harbored doubts about the digital environment's cyber security. On a more positive note, most U.S. marketers said the metaverse could help them solve brand awareness and visibility challenges. When asked to provide a forecast of the metaverse in five years, eight out of 10 American marketers agreed that consumers would be spending most of their online time in the virtual habitat. Most respondents were also confident that the metaverse would have a constructive impact on marketing.

Virtual influencers are real and here to stay

Virtual influencers enjoy a vast presence in markets such as Japan, South Korea, and China, with big names such as Samsung and Gucci using computer-generated human-like characters for campaigns in and out of the metaverse. Despite not being household names in the U.S. yet, digital avatars are gaining traction stateside – with almost half of American consumers aged between 35 and 44 stating they have bought a product or service recommended by a virtual influencer. Most U.S. marketers expressed interest in working with metaverse influencers. At the same time, more than a third stated they would not disclose to consumers that a virtual influencer they employed was not an actual person.

Consumers crave exclusivity

U.S. consumers have expressed interest in interacting with brands in new virtual environments. Nine in 10 expected the metaverse to play a significant role in how they shop and interact with brands. Access to new products and exclusive releases ahead of their real-world launch were two experiences that would encourage consumers to engage with a brand on the metaverse. Personalization and repeated engagement will be critical for brands to thrive in this new digital frontier.

This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.

Change in metaverse marketing budget allocation worldwide 2023: 61%

Share of U.S. marketers open to work with virtual influencers: 65%

Most popular metaverse provider in the U.S.: Meta

Recommended statistics

Overview

Premium Statistic Metaverse market size worldwide 2022-2030
Metaverse market size worldwide 2022-2030
Metaverse market revenue worldwide from 2022 to 2030 (in billion U.S. dollars)
Premium Statistic Growth of digital media budgets worldwide 2023, by format
Growth of digital media budgets worldwide 2023, by format
Expected change in digital media budgets worldwide in 2023, by format
Premium Statistic Media investment plans among market agencies worldwide 2023
Media investment plans among market agencies worldwide 2023
Net percentage change of marketing agency budget allocations in media worldwide for 2023
Premium Statistic Ad spending of the metaverse advertising industry in the U.S. 2022-2028
Ad spending of the metaverse advertising industry in the U.S. 2022-2028
Ad spending of the metaverse advertising industry in the U.S. 2022-2028 (in billion U.S. dollars)
Premium Statistic Metaverse ad spending change in the U.S. 2023-2030
Metaverse ad spending change in the U.S. 2023-2030
Change in metaverse advertising spending in the United States from 2023 to 2030

Advertising and marketing usage

Premium Statistic Share of marketer budgets devoted to metaverse advertising in the U.S. 2023
Share of marketer budgets devoted to metaverse advertising in the U.S. 2023
Share of marketer budgets to be spent on metaverse marketing and advertising in the United States in 2023
Premium Statistic Top plans to reach and retain target audience according to marketers in the U.S. 2022
Top plans to reach and retain target audience according to marketers in the U.S. 2022
Leading plans to reach and retain target audiences according to marketers in the United States as of March 2022
Premium Statistic Top metaverse experiences B2C marketers were likely to create in the U.S. 2022
Top metaverse experiences B2C marketers were likely to create in the U.S. 2022
Leading metaverse experiences B2C marketers were likely to create in the United States as of September 2022
Premium Statistic Top metaverse providers preferred by marketers in the U.S. 2022
Top metaverse providers preferred by marketers in the U.S. 2022
Leading metaverse providers preferred by marketers in the United States as of September 2022
Premium Statistic Top generations targeted by metaverse strategy of B2C marketers in the U.S. 2022
Top generations targeted by metaverse strategy of B2C marketers in the U.S. 2022
Leading generations targeted by metaverse strategy of B2C marketers in the United States as of September 2022

Marketer insights

Basic Statistic Metaverse activity interest according to companies worldwide 2022
Metaverse activity interest according to companies worldwide 2022
Which department in your company is most interested in metaverse initiatives?
Basic Statistic Metaverse doubt according to companies worldwide 2022
Metaverse doubt according to companies worldwide 2022
What are your main doubts regarding the metaverse?
Premium Statistic Top challenges the metaverse can help solve according to marketers in the U.S. 2022
Top challenges the metaverse can help solve according to marketers in the U.S. 2022
Leading challenges the metaverse can help solve according to marketers in the United States as of September 2022
Premium Statistic Top projections on metaverse in five years according to marketers in the U.S. 2022
Top projections on metaverse in five years according to marketers in the U.S. 2022
Leading projections about the metaverse in five years according to marketers in the United States as of October 2022
Premium Statistic Marketers thinking metaverse will positively impact marketing in the U.S. 2022
Marketers thinking metaverse will positively impact marketing in the U.S. 2022
Share of marketers thinking the metaverse will have a positive impact on marketing in the United States as of March 2022

Metaverse influencers

Premium Statistic Share of marketers who would work with a metaverse influencer in the U.S. 2022
Share of marketers who would work with a metaverse influencer in the U.S. 2022
Share of marketers who would be open to work with a metaverse influencer in the United States as of September 2022
Premium Statistic Marketers who would disclose that metaverse influencers are not real people U.S. 2022
Marketers who would disclose that metaverse influencers are not real people U.S. 2022
Share of marketers who would tell consumers Metaverse influencers they are working with are not real people in the United States as of September 2022
Premium Statistic Preferred payment method for influencers operating in the metaverse in the U.S. 2021
Preferred payment method for influencers operating in the metaverse in the U.S. 2021
Preferred method of payment for influencers operating in the Metaverse in the United States on November 2021
Basic Statistic Consumers who bought a product promoted by virtual influencers U.S. 2022, by age
Consumers who bought a product promoted by virtual influencers U.S. 2022, by age
Share of consumers who bought a product or service promoted by a virtual influencer in the United States as of March 2022, by age group
Basic Statistic Reasons for following virtual influencers in the U.S. 2022
Reasons for following virtual influencers in the U.S. 2022
Reasons why consumers follow virtual influencers in the United States as of March 2022

Consumer insights

Premium Statistic Global interest in metaverse experiences 2022, by generation
Global interest in metaverse experiences 2022, by generation
Share of adults worldwide who are interested in trying select types of metaverse experiences as of February 2022, by generation
Basic Statistic UK and U.S. metaverse usage reasons 2022
UK and U.S. metaverse usage reasons 2022
Reasons for entering the metaverse according to users in the United States and United Kingdom (UK) as of March 2022
Premium Statistic Attitudes towards metaverse and brands among internet users in the UK & U.S. 2021
Attitudes towards metaverse and brands among internet users in the UK & U.S. 2021
Brand-related attitudes towards the metaverse among internet users in the United Kingdom and the United States as of August 2021
Premium Statistic Share of gamers feeling comfortable with metaverse advertising in the U.S. 2022
Share of gamers feeling comfortable with metaverse advertising in the U.S. 2022
Share of gamers who felt comfortable with advertising on the metaverse in the United States as of May 2022
Premium Statistic Top ways consumers expect brands to advertise in the metaverse in the U.S. 2022
Top ways consumers expect brands to advertise in the metaverse in the U.S. 2022
Leading ways consumers expect brands to advertise in the metaverse in the United States as of August 2022
Premium Statistic Top consumer experiences fostering engagement with brands in metaverse U.S. 2022
Top consumer experiences fostering engagement with brands in metaverse U.S. 2022
Leading experiences that can foster engagement with brands in the metaverse according to consumers in the United States as of August 2022
Premium Statistic Sectors marketers think consumers would engage in metaverse U.S. 2022
Sectors marketers think consumers would engage in metaverse U.S. 2022
Leading industries consumers would be most interested in engaging in the metaverse according to marketers in the United States as of September 2022

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Key figures

The most important key figures provide you with a compact summary of the topic of "Metaverse advertising & marketing in the U.S." and take you straight to the corresponding statistics.

Top reason to invest in metaverse advertising and marketing
Build brand awareness/recognition
Detailed statistics
Top reasons for investing in metaverse advertising & marketing in the U.S. 2022
Top reason not to invest in metaverse advertising and marketing
Metaverse advertising too nascent
Detailed statistics
Top reasons for not investing in metaverse advertising & marketing in the U.S. 2022
Top generation targeted by B2C metaverse marketing
Millennials
Detailed statistics
Top generations targeted by metaverse strategy of B2C marketers in the U.S. 2022

Top reason to follow virtual influencers
Content
Detailed statistics
Reasons for following virtual influencers in the U.S. 2022
Top reason not to follow virtual influencers
Lack of interest
Detailed statistics
Reasons for not following virtual influencers in the U.S. 2022
Perferred payment method for metaverse influencers
Bitcoin
Detailed statistics
Preferred payment method for influencers operating in the metaverse in the U.S. 2021