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Web3 and the metaverse have been among the biggest and most talked about tech trends for a while now. At first they may have sounded like overhyped buzzwords, but now it’s clear they’re more than that. Many voices in the tech community view these two phenomena as defining the future.
Web3 will provide us with a more democratic, inclusive, transparent and fair version of the internet. The metaverse will be the ultimate connector, erasing geographic boundaries and bringing people from all over the world together in an exciting and multifaceted virtual space. Combined, they can create an entirely new digital infrastructure that will be more beneficial to humanity than Web2, the current iteration of the Internet.
Indeed, it all sounds like a promising and attractive concept. However, we are still not seeing mass enthusiasm for this next era of the World Wide Web. How come and what does it mean for the tech industry?
The metaverse and Web3 sound great, but it seems the buzz is among digital natives, with the general public out there remaining unimpressed. In any case, people are in no hurry to join the already existing platforms in Web3 or participate in activities in the digital space of in-game metaverses.
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However, this should come as no surprise. According to SurveyMonkey, only 13% of American adults I heard from Web3, and research from Dept found that only 16% of people to understand what the metaverse is.
As it turns out, consumers aren’t that excited about Web3 and the metaverse, because some of them don’t understand these trends and don’t have the time to research. Others aren’t excited about exploring virtual reality, even though they may be excited about technology in general because they don’t see any connection to their everyday lives. By the way, right now, both Web3 and the metaverse sound like nebulous concepts to many of them. No wonder there is no mass enthusiasm.
However, this need not worry those involved in the development of technical products for the Internet of the Future. It’s only natural that the mainstream audience wouldn’t rush to explore Web3 and the metaverse. There are always early adopters and pioneers paving the way and educating others. After all, there were only them 45 million people internet in 1996, but in 1999 there were already 150 million.
What the tech industry can do
So how can the rather narrow stratum of tech enthusiasts change things? It seems that the best way to get consumers interested is to gradually introduce them to the concept. Some tech companies and startups are already doing it; the same technologies used for Web3 and the metaverse can allow people to see and feel what it’s like to make the virtual world a part of their daily lives.
Recently, it has become increasingly affordable for companies to incorporate virtual reality (VR) and augmented reality (AR) into their services. AR is different from VR, but they have a lot in common. VR can help consumers explore products within the digital space. AR brings 3D models of products to the real world. Phygital, or the integration between online and offline processes, is gaining popularity as a tool.
Many brands and retailers have recently adopted the experience of trying before you buy. Here are a few examples:
- IKEA, a famous Swedish manufacturer of interior items, is one of the pioneers in this field. The Place app allows users to see how 3D models of IKEA items look in their real life apartment.
- Nike, a popular sportswear brand, experiments a lot with new technologies and AR is one of its favorites. In the company’s mobile app, customers can use AR to find their correct shoe size. The brand also actively uses augmented reality for in the shop experiences.
- NYX, Urban Decay, and Sephora are just a few of the beauty brands that let their ecommerce shoppers try on products by putting digital makeup on real human faces.
In this way, AR becomes a medium that helps consumers get used to new technologies. Combining the virtual and physical worlds provides a comfortable introduction to technical progress for those who usually approach such things with caution. Virtual objects simply become part of what is familiar in the consumer’s environment.
As it turns out, embedding AR in the customer experience proves its effectiveness. According to researchers75% of consumers expect retailers to provide an AR experience, and brand awareness grows by 70% through creative use of AR. This shows that people are generally ready for technological advancement when they see how these innovations can positively impact their lives and make everyday processes more exciting.
At first glance, these applications may come across as AR tryouts unrelated to the metaverse and Web3. But AR is a way of showing how fascinating and exciting it is to interact with virtual objects and thus the virtual world. For some consumers, it can become a pivotal point in their attitude to the metaverse, something that will motivate them to take it seriously and with enthusiasm.
Of course it won’t work for everyone. Even after getting used to mixing 3D objects with real life, some consumers may never want to enter the metaverse, and that’s okay. Some people may even value enriching their real lives with AR rather than mimicking their real lives in the virtual space. We still have no idea if the metaverse is going to gain mass popularity.
Nevertheless, many powerful technologies were initially created for the metaverse, and could prove useful if they were used in the real world. Envisioning the future of humanity in virtual space has led us to significant technological advancements, which are already making our lives easier and more enjoyable.
George Yashin is CEO and co-founder of ZERO10an AR fashion platform
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