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The unit of business intelligence of Publicis Groupe Mexico made estimates of where the Metaverse is heading in Mexico.
Based on projections exclusively for Statista subscribers, there are already figures that the Metaverse is expected to reach in revenue in the United States alone.
The study “A Look at the Future: The Metaverse in Mexico” warns us of the main characteristics that have formed this recently created scenario.
Since he broke into metaverse in marketing digital, there is a reduced enthusiasm among companies, because they know where to point commercial actions in this scenario, so many of them are skeptical about a technology that stands out and that seems to be in a process of maturation that has not completely finished in Mexico and in the world, so it is important to see studies such as the one by Publiciswho sets out to study the Metaverse in the country.
Within the study conducted by the agency, it ensures that experts in data narration were consulted, as well as specialists in the new trends of making the data obtained operational.
One of the first data revealed in the study is that the Metaverse serves as a new way of doing business, that is, it can take advantage of its modern technology aspect, to be able to offer new advertising formats, surpassing the 2D world.
This is a good pretext to ensure investment by brands, to take part of their campaigns to the Meta universe, especially at a time when it becomes essential to understand the consumer, now finding them in unique scenarios in the market, such as the communication through Metaverse viewers.
The culture factor
Within the study, the concept of Mexa-verse was coined related to commercial relations between Mexico, the United States and Canada, to understand why it is from them that the adoption of the Metaverse will be triggered.
There is an average of current mentions, according to the study, of 5,700 times, given an expectation of Internet user growth of between 30 and 50 percent worldwide.
Diversity
On platforms like Roblox, 68 percent of users are women. Decentraland, Axie and Sandbox have an average user profile: people over 25 years old.
Challenges to overcome
“Brand activations must consider that Mexico faces challenges in access to technology; since only 27 percent of the population has fiber optic broadband. Likewise, there is concern about the privacy of user data, mainly among young people between 18 and 35 years old, ”explains the study.
There is an interesting scheme to take into account in the Metaverse and within this scenario an aspect that does not disappoint is the one that has to do with the way in which this scenario is understood and, most importantly, the way in which value guidelines are consolidated before the consumer from which the scenario is known to be exploited.