Consumer Spending in the Metaverse: Why Might People Spend More?

The metaverse presents a significant, albeit evolving, opportunity for consumer spending, driven by shifting digital behaviors and a growing preference for virtual experiences. While a fully realized metaverse is still in development, current data indicates that younger demographics—specifically Gen Z and millennials—are the primary drivers of this trend, with 42% expressing interest in participation. These cohorts are already accustomed to proto-metaverse environments like Roblox and Minecraft, and they increasingly prioritize access to experiences over the ownership of physical goods.

Key findings suggest that consumer readiness for the metaverse is supported by existing habits, such as the 59% of consumers who already prefer shopping online over in-store experiences. Furthermore, 43% of potential metaverse users are interested in browsing products, and 41% explicitly intend to shop within these virtual spaces. Beyond retail, there is a clear appetite for immersive activities, including virtual concerts, fitness classes, and digital real estate investment. Early adopters, in particular, are motivated by status and exclusivity, showing a high propensity to spend on premium virtual assets that allow them to distinguish themselves.

The analysis relies on proprietary consumer data from a global platform tracking 2.7 billion internet users and over 4,000 brands. The findings underscore that for brands to successfully monetize the metaverse, they must look beyond simple virtual storefronts. Success requires the creation of unique, gamified experiences that resonate with specific audience segments. By leveraging existing trends in the creator economy and digital asset ownership, brands can build commercially viable virtual ecosystems that cater to the growing demand for digitized, interactive, and status-driven consumer journeys.