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1、May 2024Dentsu Consumer Navigator:Digital Ownership|Navigator|Navigatordentsu Consumer Navigator Digital Ownership 2024About this studyThe survey was conducted by dentsu via Toluna,an online research panel.Administered on May 8th,2024.Distributed among a random sample of 1,000 U.S.respondents 18 yea

2、rs of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers).Contents0101Top Consumer Insights02Web3 Enjoys the Gen AI Halo03Cryptos Future Remains Unclear04NFTs Lose The Hype05Virtual Goods Cr

3、eate Real Economies06Closing Thoughtsdentsu Consumer Navigator Digital Ownership 2024Web3 technologies face challenges to mainstream adoption.None of the three technologies our survey explores-cryptocurrency,NFTs,and virtual goods-have seen significant gains in adoption over the past year.While ther

4、e is an engaged audience-made up of men,Millennials,and Hispanic consumers-adoption has yet to expand significantly beyond this core.Generative AI offers somewhat of a halo for Web3.Half of survey respondents agree:“Since Gen AI has become more mainstream,I find myself more interested in other emerg

5、ing technologies.”However,interest is driven largely by those who are engaged with Web3 technologies-those who are uninterested over 2x LESS likely to be influenced.Cryptocurrency seeks a path forward into the future.Cryptocurrency is championed by owners,who increasingly see the currency as diversi

6、fying their investments and create long-term wealth.However,a history of volatility and scandals have cemented others hesitations.Changing perceptions among non-owners will be tricky,but leaning into real-world applications and engaging the community may offer a viable path forward.01dentsu Consumer

7、 Navigator Digital Ownership 2024As the NFT hype fades,its time to emphasize functionality.While our survey finds that NFTs have the steepest journey towards the future,it also finds opportunity via more functional applications beyond speculation.This year,consumers show growing interest in holding

8、identifying documents as an immutable NFT and appetite for brands to integrate NFTs more seamlessly into ecosystems.The metaverse is seen as the future-but so far virtual ownership is concentrated.Right now,multi-player games are steppingstones to a more immersive and interconnected metaverse experi

9、ence.Spending on virtual goods within these spaces has been buoyed by the rise of gaming into the mainstream.Our survey finds 12%of respondents report owning virtual goods,but 31%of those have spent upwards of$10,000.Top Consumer InsightsWeb3 Enjoys Web3 Enjoys the Gen AI the Gen AI HaloHalo|Navigat

10、or|Navigator02dentsu Consumer Navigator Digital Ownership 2024Recent buzz around generative AI is creating a halo for other emerging technologies.As people experience what generative AI can do first-hand,theyre starting to wonder about what other technologies the future holds.The metaverse,blockchai

11、n,cryptocurrency,and other new tech are piquing their interest,sparking conversations about how these innovations could shape our lives down the road.dentsu Consumer Navigator Digital Ownership 20246After a breakout year,Generative AI is cemented in consumers vision of the future.At the same time,ma

12、ny Web3 technologies,including the metaverse,blockchain,and spatial computing are enjoying increased belief.Meanwhile,confidence in NFTs continues to fizzle as more consumers view it as a fad.Do you believe the following is the future or a fad?26%26%16%16%12%12%12%12%-4%4%54%54%30%30%30%30%26%26%22%

13、22%20%20%-6%6%20232024Net belief it is the future:Part of our lives in 10 yearsNet belief it is a fad:Irrelevant in 10 yearsGen AIMetaverseBlockchainSpatial ComputingNFTsWeb3Cryptocurrencydentsu Consumer Navigator Digital Ownership 20247Gen AIs prevalence has a halo effect on interest in other Web3

14、technology.However,this interest is most pronounced among engaged fans of Web3 technologies.As this report will dig into,there are many challenges to mainstream adoption that persist.53%Of consumers agree:“Since Gen AI became Since Gen AI became more mainstream,I find more mainstream,I find myself m

15、ore interested myself more interested in other emerging in other emerging technologies.technologies.”85%85%32%32%87%87%37%37%80%80%24%24%Own/interested inCryptoNon-ownersOwn/interested inNFTsNon-ownersOwn/interested inVirtual GoodsNon-ownersAgreement Among Those Interested in Web3 Techdentsu Consume

16、r Navigator Digital Ownership 20248Cryptocurrency faces an uphill climb into the future amid declining understanding.In fact,as cryptocurrency has grown more mainstream,consumers feel less knowledgeable.This suggests a lack of simple education to mitigate fall-out from scandals,volatility,and growin

17、g pains that have plagued the industry.26%26%28%28%27%27%39%39%33%33%30%30%33%33%35%35%38%38%2%2%3%3%4%4%202220232024Familiarity with CryptocurrencyCompletely understandSomewhat understandHave heard ofHeave not heard ofdentsu Consumer Navigator Digital Ownership 20249To shake the“fad”label,NFTs must

18、 become more known and understood.The share of consumers who have either only“heard of”NFTs or are not at all familiar with the technology has remained stubbornly at around half of respondents since 2022,even increasing slightly this year.18%18%21%21%19%19%32%32%29%29%25%25%31%31%31%31%33%33%19%19%1

19、9%19%23%23%202220232024Familiarity with Non-fungible Tokens(NFTs)Completely understandSomewhat understandHave heard ofHave not heard ofdentsu Consumer Navigator Digital Ownership 202410Awareness and understanding of the Metaverse appears to have stalled.Reflecting the small gains in consumers who fe

20、el the Metaverse is“the future(30%,+4 YoY),familiarity with and understanding of the technology is not significantly different than in 2023.18%18%23%23%23%23%33%33%36%36%33%33%28%28%29%29%30%30%21%21%12%12%14%14%202220232024Familiarity with the MetaverseCompletely understandSomewhat understandHave h

21、eard ofHave not heard ofdentsu Consumer Navigator Digital Ownership 202411Apple Vision Pro made a splash for spatial computing,but general awareness is low.Still,over half of respondents either own or are interested in owning spatial computing products.Unsurprisingly,younger generations are more lik

22、ely than older generations to drive that sentiment.Additionally,men are more likely than women.Completely understand19%19%Somewhat understand18%18%Have heard of12%12%Have not heard of50%Familiarity with Spatial Computing9%9%10%10%19%19%5%5%12%12%6%6%46%46%62%62%59%59%47%47%23%23%54%54%38%38%13%10%9%

23、18%16%10%15%32%19%13%30%60%23%40%Gen PopGen ZMillennialsGen XBoomersMenWomenOwnership or Interest in Spatial Computing ProductsCurrently ownInterestedNot very interestedNot at all interestedDescription given to respondents:Spatial computing is like wearing a pair of smart glasses with a computer ins

24、ide of them.Instead of looking at your phone screen or a computer screen,you would be able to see digital notifications and information blended into the real world.Ray-Ban Meta Smart Glasses or the Apple Vision Pro headset are examples of devices that allow for spatial computing.dentsu Consumer Navi

25、gator Digital Ownership 202412Many consumers are excited by,following,and trying new technologies.64%Of consumers agree:“I am excited by the new excited by the new technologies I see technologies I see being developed.being developed.”55%Of consumers agree:“I regularly keep up with regularly keep up

26、 with news about news about breakthroughs in breakthroughs in technology.technology.”51%Of consumers agree:“I enjoy being the first to enjoy being the first to try out new try out new technologies.technologies.”IMPLICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERSExperiment with Gen AI now.Experiment

27、 with Gen AI now.Our findings echo those from our March 2024 Consumer Navigator survey on Generative AI,and dentsus 2024 Media Trends.While Generative AI is seen as the future,now is the time to experiment with applications.Using AI tools to augment human creativity is a start,but marketers should a

28、lso consider how generative AI will impact the way we consume information as Googles new search updates demonstrate and give rise to more streamlined and effective back-end operations for the likes of targeting,personalization,and data analysis and optimization.Consider the future of Spatial Computi

29、ng.Consider the future of Spatial Computing.While spatial computing products and awareness are still nascent,the launch of Apple Vision Pro While spatial computing products and awareness are still nascent,the launch of Apple Vision Pro marked a key steppingstone into the future.Immersive technologie

30、s are here to stay.The more consumers because interested inmarked a key steppingstone into the future.Immersive technologies are here to stay.The more consumers because interested in spspatial atial computing products and mixedcomputing products and mixed-reality or metaversereality or metaverse-lik

31、e experiences,the more they will expect the brands they interact with to blike experiences,the more they will expect the brands they interact with to be e available in these spaces.Marketing leaders should begin to map out investment and growth strategies that prepare for this available in these spa

32、ces.Marketing leaders should begin to map out investment and growth strategies that prepare for this futfuture.ure.dentsu Consumer Navigator-Digital Ownership 2024Cryptos Future Cryptos Future Remains Remains UnclearUnclear|Navigator|Navigator03dentsu Consumer Navigator Digital Ownership 2024Cryptoc

33、urrency and its tech have the power to shake up how we handle money and transactions.But is it here to stay or just a flash in the pan?With all the ups and downs throughout its rise and the questions about where its headed,keeping tabs on cryptocurrencys journey is a must.dentsu Consumer Navigator D

34、igital Ownership 202415Cryptocurrency ownership holds steady at around one-quarter of consumers.Despite several smaller shifts in interest,overall consumer sentiment remains relatively consistent to last years findings,which marked a sharp souring in prospective investors view of the currency compar

35、ed to 2022.Description given to respondents:Cryptocurrency is a digital currency that you can use to buy things,just like regular money.But instead of physical coins or bills,its all online and stored in a digital wallet on your computer or phone.Its called crypto because it uses cryptography,which

36、is a fancy way of keeping it secure and making sure nobody cheats.It is not maintained by a centralized authority like at a bank.23%23%22%23%19%18%21%15%18%14%12%16%20%30%26%202220232024Interest in Owning CryptocurrencyNot at all interestedNot very interestedSomewhatinterestedVery interestedCurrentl

37、y owndentsu Consumer Navigator Digital Ownership 202416There appears a lack of headway to address consumer hesitations especially fraud.No doubt influenced by high-profile scandals in recent years,fraud and risk are top of mind for wary consumers.Additionally,a lack of knowledge stubbornly remains t

38、he third biggest hesitation,despite the technology being 15 years old.39%39%41%41%37%37%27%27%23%23%17%17%16%16%12%12%11%11%1%1%44%44%39%39%38%38%27%27%27%27%17%17%15%15%9%9%9%9%1%1%Fraud/scamsToo riskyI dont knowenoughNot widelyacceptedNo regulatingauthorityToo expensive Worthless in 10yearsBad for

39、 theenvironmentI have nohesitationsOtherHesitations About Owning Cryptocurrency20232024I cant touch it,no interest,no money to experiment+5 pts+5 pts+4 pts+4 pts31%31%28%28%26%26%21%21%26%26%20%20%16%16%10%10%22%22%53%53%46%46%46%46%31%31%27%27%15%15%14%14%8%8%5%5%Fraud/scamsToo riskyI dont knowenou

40、ghNot widelyacceptedNo regulatingauthorityToo expensiveWorthless in 10yearsBad for theenvironmentI have nohesitationsHesitations About Owning Cryptocurrency by OwnershipOwners/InterestedNon-ownersdentsu Consumer Navigator Digital Ownership 202417Non-owners are significantly more concerned about frau

41、d,risk and lack of knowledge.Owners express their fair share of hesitations as well,but the sentiment is more subdued.22 pt 22 pt gapgap18 pt 18 pt gapgap20 pt 20 pt gapgap10 pt10 pt17 pt17 ptgapgapdentsu Consumer Navigator Digital Ownership 202418Non-owners rely on word-of-mouth,as most dont keep u

42、p with crypto news.This presents steep challenges to financial services looking to shift perceptions of crypto to expand their base and reach prospective investors.In contrast,owners are highly engaged,with a majority checking news at least weekly.Daily19%19%Weekly18%18%Monthly7%7%Only when somethin

43、g big happens50%Never34%Frequency of Following Crypto Prices/News39%39%2%2%15%15%30%30%13%13%23%23%9%9%36%36%7%7%19%19%29%29%15%15%9%9%24%24%14%14%10%5%13%7%8%4%8%6%11%34%33%16%25%34%20%30%4%51%20%19%40%48%25%40%Owner/InterestedNon-ownerGen ZMillennialsGen XBoomersMenWomenFrequency Among Audience Co

44、hortsDailyWeeklyMonthlyBig newsNeverdentsu Consumer Navigator Digital Ownership 202419Ownership of and interest in crypto is driven by Millennials,men,Hispanic respondents.Over the past year,ownership of and interest in cryptocurrency has declined significantly across Gen Z,Gen X,and Black responden

45、ts.Interest in Owning CryptocurrencyCurrently ownVery interested25%38%15%6%29%15%33%17%20%33%26%27%13%6%22%13%27%26%13%18%Gen ZMillennialsGen XBoomersMenWomenHispanicBlackWhiteAAPI51%65%28%12%60%43%33%51%51%28%-11 YoY11 YoY+6+6-2020+6+6-3 3-2 2+4+4-1111-3 3+2+2dentsu Consumer Navigator Digital Owner

46、ship 2024207 in 10 owners plan to increase their crypto holdings over the coming year.One-third of owners report buying cryptocurrency for the first-time last year.Another 37%of owners increased their existing holdings,while 12%decreased their holdings.36%34%39%37%8%12%17%17%20232024Changes In Owner

47、s Holdings In Past YearMaintainedDecreasedIncreasedBought for thefirst time67%70%5%4%28%26%20232024Anticipated Change to Holdings In Next YearMaintainDecreaseIncreasedentsu Consumer Navigator Digital Ownership 202421Owners see crypto as both a way to diversify holdings and as a long-term investment.

48、This sentiment has grown over the past year.There is also a social aspect to crypto ownership.One-third of crypto owners/those interested say they are motivated because its“cool to own”and to be”an early adopter.”37%37%40%40%43%43%29%29%28%28%21%21%22%22%27%27%1%1%49%49%47%47%42%42%33%33%29%29%25%25

49、%23%23%21%21%1%1%Diversify myinvestmentsLong-terminvestmentMake moneyquicklyCool to ownBe an earlyadopterTrust it morePreferredpayment methodCryptocommunityOtherMotivations for Owning Cryptocurrency20232024Convenient,kids use it,becoming more popular+12 pts+12 pts+7 pts+7 ptsdentsu Consumer Navigato

50、r Digital Ownership 202422Millennials gravitate towards the social aspect of owning cryptocurrency.The top motivations for other key segments men and Hispanic respondents are financially-driven.Men appear more likely to focus on the short-term,while Hispanic respondents invest for the long-term.Top

51、Motivations for Owning Cryptocurrency110i110iMENMENTo make money quickly(46%)108i108iTo diversify my investments(53%)133i133iMILLENNIALSMILLENNIALSTo join the community(28%)130i130iIts cool to own(43%)112i112iHISPANICHISPANICTo diversify my investments(55%)110i110iLong-term investment(52%)dentsu Con

52、sumer Navigator Digital Ownership 202423Some consumers feel cryptocurrency should be an accepted payment method.However,that sentiment is strongest for digital properties such as websites,apps,and games,rather than IRL stores.Retail Channels Where Consumers Expect Crypto to be AcceptedRetail/Brand S

53、itesRetail/Brand Sites4545%InIn-appapp3636%Video GamesVideo Games3535%Virtual ExperiencesVirtual Experiences3535%Physical StoresPhysical Stores3030%NowhereNowhere2020%+7 YoY+7 YoYFlatFlatFlatFlatFlatFlatFlatFlat-3 YoY3 YoYdentsu Consumer Navigator Digital Ownership 202424Unsurprisingly,the push to p

54、ay with crypto comes primarily from owners.This is particularly true when it comes to acceptance on retail websites and at physical stores.67%67%53%53%52%52%45%45%52%52%4%4%30%30%25%25%25%25%28%28%16%16%45%45%Brand/Retailer SitesIn-appVideo gamesVirtual retail experiencesPhysical storesNowhereRetail

55、 Channels Where Consumers Expect Crypto to be AcceptedOwners/InterestedNon-owners37 pt gap37 pt gap28 pt gap28 pt gap27 pt gap27 pt gap17pt17pt36 pt gap36 pt gap41 pt gap41 pt gapIMPLICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERSReframe the narrative.While cryptocurrency has strong associations,th

56、e underlying technology,blockchain,is seen as transparent and secure.The industry and brands should look to harness blockchain to rebuild trust,aligning cryptocurrency less with speculation and more with innovation,reliability,and customer-centricity in connected commerce.Build credibility.The indus

57、try can reshape public perception of cryptocurrency by collaborating with reputable financial institutions and messaging around regulatory cooperation and compliance.Additionally,showcasing more real-world applications of the technology will help to take the narrative out of sensationalist headlines

58、.Engage the community.If exploring cryptocurrency does make sense for your brand,embracing it to attract audiences can be lucrative.Fitness brand Equinox,for example,found that consumers were discovering products and services by virtue of their belonging to communities.The franchise soon rolled out

59、crypto as a payment option.dentsu Consumer Navigator-Digital Ownership 2024NFTs Lose The NFTs Lose The Hype Hype|Navigator|Navigator04dentsu Consumer Navigator Digital Ownership 2024NFTs,which became a pandemic phenomenon,experienced a meteoric rise in value throughout 2022 before the bubble burst i

60、n 2023.In under two years,we witnessed a Bored Ape gracing the cover of Rolling Stone,only to see NFTs later mocked on The Simpsons.The NFT crash is largely viewed as part of the wider cryptocurrency downturn,but NFTs continue to struggle.So,are NFTs just a passing fad,or do they still hold potentia

61、l for the future?Our survey delves into consumer sentiment to uncover the answer.dentsu Consumer Navigator Digital Ownership 202427Ownership of and interest in NFTs lags the overall crypto-industry.Similar to cryptocurrency,consumer sentiment on the technology is flat year-over-year after a steep de

62、cline in 2023.Description given to respondents:Non-fungible tokens,or NFTs,are unique digital items,like trading cards,but they only exist online.Theyre one-of-a-kind and use blockchain technology to prove authenticity and ownership.NFTs can be digital artwork or collectible items and they can also

63、be linked to official documents,such as having an NFT token that securely holds your healthcare records or the title to your house.8%12%11%24%20%20%23%16%16%16%15%16%29%38%36%202220232024Interest in Owning NFTsNot at all interestedNot very interestedSomewhatinterestedVery interestedCurrently owndent

64、su Consumer Navigator Digital Ownership 202428NFTs cant seem to shake their scammy reputation.2 in 5 respondents cite unfamiliarity as the source of their hesitations about owning NFTs.This is coupled with a fear of fraud and scams,which rose slightly since last year to 42%.Consumers Top Hesitations

65、 About Owning NFTsFraud/ScamsFraud/ScamsToo RiskyToo RiskyLack of KnowledgeLack of KnowledgeTheft/SecurityTheft/Security4242%+3 pts YoY+3 pts YoY4040%FlatFlat3232%FlatFlat3232%FlatFlatNot an Asset ClassNot an Asset Class19%19%FlatFlatdentsu Consumer Navigator Digital Ownership 202429Ownership of and

66、 interest in NFTs is driven by Millennials,men,Hispanic respondents.Over the past year,ownership of and interest in NFTs has declined markedly across Black and AAPI respondents.Interest in Owning NFTsCurrently ownVery interested13%22%4%2%15%7%20%9%10%15%25%33%18%3%25%14%26%23%18%15%Gen ZMillennialsG

67、en XBoomersMenWomenHispanicBlackWhiteAAPI38%55%22%5%46%32%28%30%40%21%-3 YoY3 YoY+6+6-4 4+2+2-2 2-1 1-2 2-8 8+1+1-7 7dentsu Consumer Navigator Digital Ownership 202430Owners have soured slightly on the investment potential of NFTs,motivated increasingly by personal interest.While investment remains

68、the top driver,it has declined 6 points since 2023 and 15 points since 2022.In contrast collectability and fun have increased over the same period;Collectability 3 points since 2023 and 6 points since 2022.Top Motivations In Owning NFTs Among Owners or InterestedAs an InvestmentAs an InvestmentFor F

69、unFor FunEnjoy Collecting Enjoy Collecting To Learn About NFTsTo Learn About NFTs4343%-6 pts YoY6 pts YoY3636%+3 pts YoY+3 pts YoY3636%+4 pts YoY+4 pts YoY3535%N/AN/AFor the CommunityFor the Community2727%FlatFlatdentsu Consumer Navigator Digital Ownership 202431There is plenty of appetite for NFTs

70、of all types with fun formats topping interest.The most popular categories lean into fun and collectability tokens for real-world assets,collectibles,music,art,and top sports moments.While less popular,28%are interested in holding their identifying documents as an immutable NFT.Types of NFTs Consume

71、rs Own or Are Interested in OwningTokens for Real AssetsTokens for Real Assets3737%CollectiblesCollectibles3737%MusicMusic3636%ArtworkArtwork3535%Sports MomentsSports Moments3333%Video Game ItemsVideo Game Items3131%Event TicketsEvent Tickets3030%MemesMemes2828%Identifying DocsIdentifying Docs2828%D

72、omain NamesDomain Names2626%+3 YoY+3 YoY+4 YoY+4 YoY+5 YoY+5 YoYFlatFlat+3 YoY+3 YoYFlatFlat+6 YoY+6 YoY+3 YoY+3 YoY+6 YoY+6 YoYFlatFlatdentsu Consumer Navigator Digital Ownership 202432When it comes to branded NFTs,consumers remain largely ambivalent.Many cohorts appear un-engaged by branded NFTs,p

73、erhaps believing a lack of compelling use cases.Interesting,some audiences are decidedly sour on brands stepping into the arena,including Gen Z and AAPI respondents.40%38%35%16%18%18%44%44%47%202220232024Sentiment Towards Brands Creating NFTsFavorablyUnfavorablyI dont care38%38%61%61%28%28%45%45%26%

74、26%39%39%38%38%51%51%32%32%24%24%10%10%14%14%25%25%18%18%18%18%30%30%18%18%14%14%17%17%37%29%58%66%37%56%31%45%36%51%Gen ZMillennialsGen XBoomersMenWomenAAPIBlackHispanicWhiteSentiment Among Audience CohortsFavorablyUnfavorablyDont care5%dentsu Consumer Navigator Digital Ownership 202433Adoption wil

75、l likely be dependent on compelling innovations and value-adds.However,finding the right incentive to drive mainstream adoption may prove tricky.Loyalty programs remain the most compelling proposition,but interest has softened slightly.Discounts and physical items are other possible avenues.Added Be

76、nefits Consumers Desire When Purchasing Branded NFTsLoyalty ProgramsLoyalty Programs2323%Unlocks DiscountsUnlocks Discounts2323%Physical ItemPhysical Item2222%Donation to CharityDonation to Charity1818%Unlocks ContentUnlocks Content1818%Unlocks IRL EventsUnlocks IRL Events1818%Unlocks Virtual Events

77、Unlocks Virtual Events1818%Unlocks PersonalizationUnlocks Personalization1616%Nothing,Just the NFTNothing,Just the NFT6 6%-4 YoY4 YoYN/AN/AFlatFlat-4 YoY4 YoYN/AN/A-3 YoY3 YoY-5 YoY5 YoYN/AN/AFlatFlatdentsu Consumer Navigator Digital Ownership 202434Rewarding engaged fans with loyalty perks or exclu

78、sive unlocks drives advocacy.Discounts,donations,physical products,and loyalty perks are possible ways to expand NFTs appeal to new audiences of non-owners;though interest is markedly lower than among engaged NFT fans.41%41%40%40%39%39%39%39%36%36%36%36%33%33%33%33%2%2%15%15%9%9%9%9%6%6%16%16%9%9%19

79、%19%12%12%8%8%Unlocks loyalty perksUnlocks contentAccess to in-person eventsUnlocks personalizationIncludes a physical productAccess to virtual eventsUnlocks discountsDonation to charityJust the NFTAdded Benefits Consumers Desire When Purchasing Branded NFTsOwners/InterestedNon-owners26 pt 26 pt gap

80、gap31 pt31 pt30 pt30 pt33 pt33 pt20 pt20 pt27 pt27 pt14 pt14 pt11 pt11 ptIMPLICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERSEngage new audiences with engaging use cases.Engage new audiences with engaging use cases.To attract new audiences,its crucial to highlight diverse use cases for NFTs.Brands a

81、re exploring NFTs for loyalty programs,exclusive experiences,and bonus content linked to events or media releases.By focusing on giving consumers ownership,such as virtual identities or brand advocacy rewards,NFTs can become a powerful engagement tool for brands.Consider losing“NFT”.Consider losing“

82、NFT”.Emphasizing functionality over the term NFT,businesses can leverage the underlying technology to enhance consumer experiences and offer product transparency.From tracking materials to enabling automatic rewards through image recognition,blockchain technology offers diverse opportunities to augm

83、ent core business operations across various industries.Bridge the physical world.Bridge the physical world.The evolution of NFTs points towards the rise of phygital goods,bridging the gap between physical and digital realms to deliver consumers distinctive combinations of tangible and virtual experi

84、ences offers NFTs a road to the future.This trend opens up exciting opportunities for brands to engage audiences in innovative ways,enhancing the overall consumer journey.dentsu Consumer Navigator-Digital Ownership 2024Virtual Goods Virtual Goods Create Real Create Real EconomiesEconomies|Navigator|

85、Navigator05dentsu Consumer Navigator Digital Ownership 2024The term metaverse comes from Neal Stephensons 1992 sci-fi novel Snow Crash.In the book,Stephenson imagines a virtual reality world where people use digital avatars to escape their dystopian reality.Now,thirty years later,were seeing the beg

86、innings of this idea come to life through immersive multiplayer games.Video games are creating vibrant virtual economies where players can buy,create,and own virtual goods.As gaming continues to grow,so does the importance of these virtual economies,bringing us closer to the metaverse Stephenson env

87、isioned.dentsu Consumer Navigator Digital Ownership 202437While the metaverse is labeled“the future,”interest in virtual goods is concentrated.Ownership of and interested in virtual good remains fairly consistent with last year;despite a growing belief over the same period that“the metaverse is the

88、future.”8%13%12%25%25%22%22%19%18%16%13%18%28%31%31%202220232024Interest in Owning Virtual Goods For Use In The MetaverseNot at all interestedNot very interestedSomewhatinterestedVery interestedCurrently ownDescription given to respondents:The metaverse is a term that refers to when augmented and im

89、mersive digital experiences,such as VR,AR and video games,will become one interconnected virtual world.People will use virtual avatars to socialize,play games,work,and build communities.dentsu Consumer Navigator Digital Ownership 202438As with other categories,ownership of and interest in virtual go

90、ods is driven by Millennials,men,Hispanic respondents.As with NFTs,ownership of and interest in virtual goods has declined markedly across Black and AAPI respondents.Interest in Owning Virtual GoodsCurrently ownVery interested15%22%6%1%15%8%18%9%11%10%30%32%21%5%27%16%35%26%17%26%Gen ZMillennialsGen

91、 XBoomersMenWomenHispanicBlackWhiteAAPI45%54%27%6%53%35%28%36%42%24%-6 YoY6 YoY+2+2-5 5+2+2-5 5-4 4-1 1-1111+4+4-1313dentsu Consumer Navigator Digital Ownership 202439Multi-player games are currently steppingstones to the metaverse.45%45%29%29%27%27%25%25%23%23%21%21%14%14%14%14%12%12%11%11%None of

92、the aboveCall of DutyGrand Theft AutoMinecraftFortniteRobloxLeague of LegendsFinal FantasyWorld of WarcraftOverwatchVideo Games Consumers Have Regularly Played In Past 12 Months31%31%29%29%28%28%25%25%24%24%21%21%13%13%12%12%11%11%10%10%Call of DutyGrand Theft AutoFortniteRobloxMinecraftNone of the

93、aboveLeague of LegendsFinal FantasyWorld of WarcraftOverwatchRegular Players Have Purchased Virtual Goods Over Past 12 Monthsdentsu Consumer Navigator Digital Ownership 202440Larger sums of money are being spent on virtual goods each year.The share of respondents who report their spending on virtual

94、 goods over the past year surpassed$10,000 has grown 21 percentage points since 2022.23%23%21%21%26%26%21%21%10%10%20%20%12%12%24%24%18%18%26%26%11%11%15%15%29%29%14%14%31%31%$500$500-$1k$1k-$5k$5k-$10k$10k+Reported Money Spent on Virtual Goods in Past Year202220232024+21 pts+21 pts-12 pts since 202

95、212 pts since 2022-6 pts since 20226 pts since 2022-7 pts7 ptsdentsu Consumer Navigator Digital Ownership 202441For owners,virtual goods make up a sizeable share of wallet.49%49%48%48%48%48%48%48%46%46%45%45%45%45%44%44%44%44%39%39%39%39%34%34%38%38%34%34%33%33%39%39%35%35%38%38%39%39%32%32%45%45%42

96、%42%17%14%18%19%14%20%17%16%23%16%19%Exercise/wellnessClothingRent/mortgageJewelry&AccessoriesHome goods&furnitureFood/drink out of homeIn-person eventsFootwearVacationsBeauty/groomingGroceriesSpending on Virtual Goods Relative to Categories Over Past 12 MonthsMore money on virtual goods than on thi

97、s.The same amount of money on virtual goods as on this.Less money on virtual goods than on this.dentsu Consumer Navigator Digital Ownership 202442The types of virtual goods consumers are interested in owning remain varied.In-game currency,virtual real-estate,and art and collectibles garner the most

98、interest among engaged consumers;Furthermore,interest in all three is increasing year over year.Types of Virtual Goods Consumers Own or Are Interested in OwningInIn-game Currencygame Currency40%40%RealReal-EstateEstate39%39%Art/CollectiblesArt/Collectibles37%37%ClothingClothing37%37%AccessoriesAcces

99、sories34%34%Luxury ItemsLuxury Items32%32%Sneakers/FootwearSneakers/Footwear32%32%Food/DrinkFood/Drink32%32%AutomobilesAutomobiles30%30%+6 YoY+6 YoY+4 YoY+4 YoY+7 YoY+7 YoY-3 YoY3 YoY+5 YoY+5 YoYFlatFlatFlatFlat+4 YoY+4 YoYFlatFlatdentsu Consumer Navigator Digital Ownership 202443Little risk for bra

100、nds creating virtual products,but relevance is critical.The same share of consumers feel favorably about brands creating virtual goods as those who just dont care.However,ambivalence is primarily driven by less engaged audience cohorts.Millennials,men and Hispanic respondents feel most favorably.48%

101、48%70%70%39%39%51%51%37%37%45%45%55%55%62%62%38%38%20%20%7%7%11%11%16%16%12%12%12%12%17%17%11%11%11%11%12%12%32%24%50%70%37%51%38%34%27%50%Gen ZMillennialsGen XBoomersMenWomenAAPIBlackHispanicWhiteSentiment Among Audience CohortsFavorablyUnfavorablyDont care14%42%42%44%16%15%12%42%43%44%202220232024

102、Sentiment Towards Brands Creating Virtual GoodsFavorablyUnfavorablyI dont caredentsu Consumer Navigator Digital Ownership 202444Over half of consumers say virtual goods are equally as valuable or more valuable as physical goods.52%52%5%5%32%32%51%51%24%24%35%35%22%22%22%22%28%28%26%26%24%24%27%27%22

103、%22%22%22%27%27%27%68%43%26%49%74%42%51%Owner/InterestedNon-ownerGen ZMillennialsGen XBoomersMenWomenSentiment Among Audience CohortsMore valuableEqually valuableLess valuable4%27%30%29%25%20%24%48%50%47%202220232024How Consumers See Virtual Goods Worth Compared to Physical GoodsMore valuableEqually

104、 as valuableLess valuableIMPLICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERSCapitalize on gamings boom.Capitalize on gamings boom.As gaming transcends its traditional audience and becomes a mainstream entertainment platform with widespread appeal,brands have an unparalleled opportunity to tap into

105、this growing market.The adaptation of popular video games into TV series underscores the significant cultural impact of gaming,making it a prime space for advertising and marketing virtual goods.Rethink product sampling.Rethink product sampling.Virtual goods offer an innovative approach to product s

106、ampling,allowing brands to tantalize potential customers and generate anticipation for physical launches.By combining virtual experiences with real-world samples,brands can provide a comprehensive introduction to their offerings,sparking excitement and conversations that drive sales and engagement.E

107、ngage early.Engage early.As the metaverse continues to evolve,brands have a unique opportunity to experiment and innovate across various creative avenues,including marketing,technology,experiences,licensing,and community engagement.By viewing their entry into the metaverse as a series of iterative e

108、xperiments,brands can engage early and consistently,allowing them to develop hypotheses and insights essential for shaping a robust long-term strategy.dentsu Consumer Navigator-Digital Ownership 2024Its no surprise that storytelling is ingrained in our industryits what we do best.Yet,in our quest fo

109、r the next big thing,we sometimes lose sight of understanding our audience and the real-world impact of our innovations.As the excitement around web3 technologies calms down,theres an opportunity for these advancements to settle into our everyday lives.Beyond the flashy headlines,they offer practica

110、l solutions,from supply chain tracking to transaction validation,suggesting that while we may not always label it as web3,these technologies are poised to become integral aspects of our digital landscape.This story,though not as sexy,mirrors that of the once-hyped internet of things,which has all bu

111、t seamlessly integrated into our daily lives to tell us how busy our commutes will be and allow us to turn on the air-conditioning before we head home.As we navigate this evolving landscape,marketers and leaders must strike a balance between experimentation and real-world application,ensuring their

112、strategies are both innovative and sustainable for the long haul.Closing Thoughtsdentsu Consumer Navigator Digital Ownership 2024|Navigator|Navigator06Dentsu is an integrated growth and transformation partner to the worlds leading organizations.Founded in 1901 in Tokyo,Japan,and now present in over

113、145 countries and regions,it has a proven track record of nurturing and developing innovations,combining the talents of its global network of leadership brands to develop impactful and integrated growth solutions for clients.Dentsu delivers end-to-end experience transformation(EX)by integrating its

114、services across Media,CXM and Creative,while its business transformation(BX)mindset pushes the boundaries of transformation and sustainable growth for brands,people and society.Dentsu,innovating to impact.https:/ dentsuAPPENDIXAPPENDIXdentsu Consumer Navigator Digital Ownership 20244949%49%33%33%32%

115、32%27%27%26%26%28%28%28%28%20%20%1%1%43%43%36%36%36%36%35%35%27%27%27%27%26%26%24%24%24%24%22%22%19%19%1%1%As an investmentEnjoy collectingFor funTo learn moreAccess to communitySelf-expressionAuthenticated ownershipSupport digital creatorsAccess real-world perksAccess real-world productsShowcase st

116、atusOtherMotivations for Owning NFTs20232024What advisor reccos,Unsuredentsu Consumer Navigator Digital Ownership 20245039%39%41%41%32%32%30%30%18%18%23%23%19%19%11%11%9%9%42%42%40%40%32%32%32%32%19%19%18%18%17%17%13%13%9%9%Fraud/scamsI dont knowenoughToo riskyTheft/securityNot an assetclassToo expensive Worthless in 10yearsI am nothesitantBad for theenvironmentHesitations About Owning NFTs20232024