Australians neither know nor care about the metaverse compared to rest of the world: Ipsos
Less than half of the Australian population (44%) is familiar with the metaverse, with even less (36%) enthusiastic about engaging with extended reality in daily life, according to a new Ipsos survey.
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For other technologies, while 80% of Australians are familiar with virtual reality, only around half (51%) are familiar with augmented reality.
Across all three categories of technology, both the familiarity and positive feelings towards them increase with household income and education level, but decrease with age among Australians.
Overall, males tend to think better of extended reality than female, with 13% more of the former holding positive feelings.
In terms the impacts of these technologies, Australians believe that virtual learning, digital health resources and digital entertainment in virtual reality are significant areas of development over the next ten years.
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There are also differences in familiarity and favourability towards extended reality across countries and demographics. In emerging countries such as Turkey, India and China, the familiarity and excitement towards these technologies are higher than high-income countries, such as Germany, France and Belgium.
Ipsos Australia director, David Elliott, said: “The findings from this latest global survey show that Australia is well behind a lot of countries around the globe in terms of our familiarity with extended reality and our feelings towards it.”
“What we know from other research is that as familiarity improves so too does the potential for trust and positivity. As we hear more about these technologies and learn more about them, it is likely we will become more positive about them and their potential to hopefully have a real impact on our lives.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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