1、IPSOS VIEWSWELCOME TO THE METAVERSEWhat it is now,what it will become and how you can be a part of it AUTHORSPip Mothersill Katelyn FaulksOctober 2022 TODAYS METAVERSE IS JUST THE BEGINNING OF OUR DIGITAL-PHYSICAL FUTURE The concept of the metaverse has been around since the 1980s,envisioned by scie

2、nce-fiction writers4 and invented by academics and R&D departments.5 However,it is only recently that the main technologies involved virtual reality(VR)and augmented reality(AR)have advanced to a point where they are more than just prototypes in a lab,available for the mass market to use and organiz

3、ations to consider integrating into their product experiences.Today we can play fitness games on a VR headset,try-out virtual furniture via AR on our tablets,find geo-located Pokemon around the city using our mobile phones,or go to a virtual fashion show with actual catwalk models.But these virtuall

4、y augmented experiences are only the beginning of the larger technological transformation that is occurring.Considering todays metaverse is like thinking about Netscape or AOL internet browsers of the early 90s:just the beginning of a massive technological change that will create social,work,and eve

5、ryday living paradigm-shifts that we cant fully imagine yet.If the first version of the internet Web1.0 enabled exchanging information computer to computer,and Web2.0 created centralized platforms to share content between each other,often over mobile phones,the latest version of the internet emergin

6、g today something often called the spatial web6 will combine the decentralized interactions of Web3.0 with the virtual worlds of the metaverse to create a more immersive experience that seamlessly connects our physical and digital worlds while giving us more ownership of our own data.THE METAVERSE I

7、S EVERYWHERE Satya Nadella,CEO of Microsoft,tweeted,“the metaverse is here,and its not only transforming how we see the world but how we participate in it from the factory floor to the meeting room.”1 Mark Zuckerberg even changed the name of his entire company to be about this thing called the metav

8、erse.2The global public is becoming increasingly aware of the metaverse;about half of adults across 29 countries,especially younger generations,say they are familiar with the metaverse(52%)and widely expect that these new experiences will profoundly impact our entertainment,learning and work lives o

9、ver the next decade.3But what is it?What will it become?And how can your organization be a part of it?In this paper,the first in a series on this topic,well explain what the metaverse is now,how it could mature into a seamlessly blended physical-digital experience,and the pioneering ways that you ca

10、n shape this future virtual world.The metaverse will betomorrows internet;it is not separate technology,oronly virtual worlds,but itis a technology ecosystemthat delivers seamless and persistent,connected experiences across physical&virtual worlds-in everypart of our lives.23IPSOS VIEWS|WELCOME TO T

11、HE METAVERSEWELCOME TO THE METAVERSE|IPSOS VIEWS IMAGINING THE FUTURE OF THE METAVERSE We already live in a digitally connected world.As the spatial web matures,this will evolve into a hyper-reality where real and virtual experiences are deeply interconnected and remote interactions with others feel

12、 almost as real as being together in person.Over the next decade,we will see a culmination of many existing and maturing digital technologies such as AR,VR,blockchain-based cryptocurrencies(like Bitcoin)and edge computing(including 5G),transform into a connected ecosystem that will enable more advan

13、ced,immersive and seamless digital-physical experiences.Below well break down how each of these components will play a role in this more immersive digital future,but first heres a scenario describing what this future immersive experience could actually be likeIts 2030 and you are wearing your new AR

14、 smart glasses.You are traveling in a new city,and want to buy a new sweater,so you ask your virtual assistant where you can find a clothing boutique that has sweaters available in your usual budget which she already knows.The busy street in front of you slightly goes out of focus,as your virtual as

15、sistant pulls up the nearest store options for you.You select a store that is 30 blocks away,by foot.Your virtual assistant offers you different route options,and,while doing so,you notice your preferred taxi-app is offering a deal today.You say“TAXI”and it sends a driver automatically to you.You ar

16、rive at the store,and select a sweater you like as you pick it up,your mixed reality(XR)contacts sync with a virtual menu which offers you different store options to choose from.You can:Try on the sweater using a virtual mirror Access your digitized closet to compare the sweater against what you alr

17、eady own Purchase the sweater right there,using virtual currency like your crypto wallet or phone payYour virtual assistant also notifies you of a deal the store is offering,you can pay for a virtual stylist to help you style the sweater with the clothes you already own,or help you build an outfit t

18、o purchase.Figure 1 An example of our future metaverse experiencesSource:IpsosThe Spatial Web will provide a more immersive experience“Where is the nearest.clothing boutique?”30 blocks by footE-try me on:Virtual MirrorAccessDigital ClosetBuy NowPay via-Crypto wallet-Digital wallet-Phone payTravel vi

19、a bike(saves you five minutes)OFFER$12 Taxi RideTwo minutes to pick upSay“Taxi”for geo-locationSPONSOREDAdd$5 for professional,virtual stylist to help style your outfitWe already live in a digitally connected world.As the spatial web and the metaverse matures,this will evolve into a hyper-reality wh

20、ere real and virtual experiences are deeply interconnected and remote interactions with others feel almost as real as being together in person.45IPSOS VIEWS|WELCOME TO THE METAVERSEWELCOME TO THE METAVERSE|IPSOS VIEWS THE HARDWARE TO SEE VIRTUAL,METAVERSICAL EXPERIENCES VR and AR also called extende

21、d or mixed reality(XR)headsets are some of the tools we can use to immerse ourselves in the interactive 3D experiences that are most commonly associated with the metaverse:Virtual reality(VR):Provides the most immersive experiences and is what most people are aware of(72%of teens and adults aged 13-

22、55 across the US).7 Using a Meta Quest 2 or Vive headset and controllers,you can be completely surrounded in fully digital spaces that are realistic,e.g.top of Mount Everest or the International Space Station,or fantastical,such as videogame-like experiences like the popular fitness game Beat Saber.

23、With VR technologies,we can have much more embodied remote social experiences,allowing us to do similar things that you would do with friends like play ping pong in virtual worlds such as Metas Horizons or even the popular kids game Roblox only in these virtual worlds youll represent yourself with a

24、n avatar.Augmented(AR)and mixed reality(XR):In comparison to the totally digital worlds which we inhabit in VR,AR or XR overlays digital images,animations,text,audio or other information onto your real-world environment.Despite AR experiences like trying on a pair of sunglasses,using Snapchat face f

25、ilters,or playing games such as Pokemon Go!being available on smartphones or tablets,this technology is less widely known only 54%of US 13-55 year olds are aware of AR.7 This will increase as these types of XR experiences become more prevalent in the future when smart glasses technologies mature;hea

26、dsets like Hololens,Magic Leap,Snaps Spectacles and eventually XR contact lenses can add virtual overlays to our real environment to create seamlessly blended digital-physical experiences like we described in the scenario on page four.THE TECHNOLOGICAL ECOSYSTEM OF THE SPATIAL WEB There are three co

27、re technologies that will contribute to the spatial web and enable the intelligent,seamless digital-physical experience we just described:The hardware to see more immersive experiences such as AR,VR and XR The economy to buy things in the metaverse including blockchain-based cryptocurrencies like Bi

28、tcoin and NFTs(non-fungible tokens)The computing infrastructure to deliver metaversical experiences including cloud computing,5G networks and edge AIFigure 2 The technological ecosystem of the Spatial WebSource:IpsosCOMPUTING INFRASTRUCTUREe.g.5G networks,edge AI(on device/local servers),blockchain/

29、Web3VISUALIZING DEVICESe.g.VR/AR/XR headsetsVIRTUAL 3D WORLDSe.g.Horizon,Spatial,DecentralandDIGITAL IDENTITYe.g.avatars,digital accessories/land,preferencesAPPSe.g.social,retail,eventsTRANSACTIONSNFTs/cryptocurrency,e.g.BitcoinDATA COLLECTIONe.g.motion/facial recognition,IoT smart devicesof US 13-5

30、5 year oldsare aware of AR754%7WELCOME TO THE METAVERSE|IPSOS VIEWS6IPSOS VIEWS|WELCOME TO THE METAVERSEFigure 3 The levels of immersion in the metaverseSource:IpsosVIRTUAL REALITYVIVEEXTENDED REALITYOCULUSLEGACY GATEWAYSMAGIC LEAP 2MICROSOFT HOLOLENSPHONES,LAPTOPS,TABLETSIMMERSIONIn order to delive

31、r all of these blended digital-physical experiences,we need a lotof computing power.9WELCOME TO THE METAVERSE|IPSOS VIEWS8IPSOS VIEWS|WELCOME TO THE METAVERSEVirtual learning66%Entertainmentin VR64%Virtual worksettings62%Virtual/enhancedgaming60%Virtualsocialization59%Digital healthresources59%Tradi

32、ng of digital assets52%Virtual traveland tourism48%Figure 5 The networked computing infrastructure to process metaverse experiencesFigure 4 How metaverse applications will impact peoples livesSource:IpsosSource:Ipsos Global Advisor,How the world sees the metaverse and extended reality.Base:21,005 on

33、line adults under the age of 75 across 29 countries,interviewed April 22-May 6,2022 Ownership in the metaverseThe vision of the spatial web is a more decentralized model for how our data is collected and used.In comparison to todays cloud-based platforms like Meta and Google who can collect and sell

34、 our information when we use their services,technologies like blockchain will allow us to take ownership of this data and possibly make money from it.The economy of Web3.0 will be based on digital transactions,including but not exclusive to cryptocurrencies such as Bitcoin and Ethereum,i.e.digital a

35、ssets that can be transferred via peer-to-peer networks and used to buy NFTs(or non-fungible tokens),clothing for our avatars,digital artworks,or even real-estate in virtual worlds.The computing infrastructure to deliver seamlessly immersive experiences In order to deliver all of these blended digit

36、al-physical experiences,we need a lot of computing power.Today,VR headsets are heavy and have a short battery life due to the computing required to render the pixel-heavy digital worlds and transfer heavy loads of data between the device and cloud servers.Companies like Magic Leap,Apple and Snap are

37、 working to minimize the size of headsets to something more akin to regular spectacles,developing new AI-enabled chips that process data on the device itself,much like our smartphones.Combined with 5G servers distributed around our cities,this localized network of processors can give users improved

38、virtual experiences on smaller devices,while also enabling greater protection for their personal data by controlling what they send to the cloud.CLOUD COMPUTING&DATA SERVERSEDGE COMPUTING&LOCAL SERVERSINTERNET OF THINGSQ.How much do you agree or disagree that,over the next ten years,the development

39、of the following metaverse applications using XR will significantly change the way people live?%strongly/somewhat agree1011IPSOS VIEWS|WELCOME TO THE METAVERSEWELCOME TO THE METAVERSE|IPSOS VIEWS HOW TO THINK ABOUT YOUR ORGANIZATIONS APPROACH TO THE METAVERSE Considering the complex interplay of the

40、 technologies required to create these seamlessly connected and immersive experiences,there is no one simple solution for how to develop a product for this increasingly virtual future.At Ipsos,we approach this creative challenge by exploring potential opportunities in each part of the spatial web ec

41、osystem and consider your organizations needs to identify the most fitting tech and ecosystem solution(s)for your brand or product.Here are a few thought starters to help you reframe how your organization is thinking about this more immersive future:How do we socialize in the metaverse?In our global

42、 study for the World Economic Forum,we heard that digital entertainment,gaming and socializing are three of the areas that most people think will be impacted by the metaverse and Web3(64%,60%and 59%respectively).3 Today,we have clients asking us how they can recreate real-life environments into VR,s

43、o people will socialize with one another.However,not too far into the future,we will have more VR and AR technologies that blend more seamlessly into our everyday interactions.The question that we think about is:how can we create more natural,human communication between physical people and their dig

44、ital,XR avatars so that remote socializing feels almost like were interacting with other people just like in real life?Learn more in our webinar on this.How do we define our identity in this more immersive future?Today,we have clients asking us how they can offer the proper range of digital assets t

45、o users so they may build and customize diverse avatars.Were already seeing the evolution of avatars moving to a more AI-driven approach which trains our avatars to map our actual facial expressions to their virtual representations.How can we extend that even further to deliver more authentic repres

46、entations of our emotions?Can physical clothing and accessories have digital twins so our avatars can match what we wear in real-life,like our favorite fashion brand or sports teams shirt?Do we even want our virtual identities to be accurate or would we prefer them to be more fantastical?Ipsos Immer

47、sive3E on-going study further explores attitudes to these questions,amongst other spatial web topics.And what does marketing in virtual or AR look like?Today,we see AR filters used to create engagement with consumers through short games or product story experiences.We imagine that marketing of the f

48、uture will merge physical and virtual spaces by creating sponsored pop-up events where you and your friends can attend a virtual bar to watch the SuperBowl-and upon sign-up have a six-pack delivered to your physical door!What about transactions in the spatial web?For better or worseor more aptly,boo

49、m or bust we are seeing increasing adoption of cryptocurrencies as Web3 technologies and metaverse experiences mature.8 Over half of adults globally(52%)think that trading of digital assets such as cryptocurrency and NFTs(non-fungible tokens popular in digital art and collectibles)will grow even mor

50、e in the next decade.3 Whether digital currencies like these open up a huge opportunity in our Web3 and metaverse future remains to be seen,but when we think about the transactions of the future,we could see shopping less about VR stores that replicate the real-world experience,and more about how ca

51、n we seamlessly connect physical shopping or banking to online features.This could include personalized recommendations when a customer scans a shirt they like,or how they might opt to pay via their Chase/CitiBank/Bank of America digital wallet using cryptocurrency like Bitcoin instead of credit.How

52、 will productivity in the metaverse look different from today?The last two years have accelerated our adoption of hybrid working and learning experiences,and this trend will likely continue:two-thirds of adults globally thought that virtually attending school or taking courses,and virtual work setti

53、ngs and networking will continue to grow in the next decade(66%and 62%respectively).3 Today we replicate virtual conference rooms and meeting rooms for our virtual meetings.In the future,perhaps XR will help us blend in-person and remote,so that we can all look at the same diagrams and presentations

54、 in a standup style huddle or how can we use legacy devices and XR-vision to see inside walls to locate issues in a mechanical system?What about healthcare in this virtual future?Access to digital health resources such as virtual consultations and remote surgeries has grown dramatically over the las

55、t few years and is expected by many(59%)to further expand in the next decade.3 In the future,healthcare will continue to leverage AR and VR and AI to assist and train medical students on body anatomy and guide doctors through complex procedures-or even to create a custom,physical therapy experience

56、that is personalized to our patients injury.And what about privacy;what does that look like in an ever-connected ecosystem?We have clients asking us how to obtain informed consent from users to collect,store and share their data.In the future,how can we instead examine ways to process personal data

57、locally on their personal devices or local servers,rather than through the cloud,to increase digital performance and also protect user privacy.1213IPSOS VIEWS|WELCOME TO THE METAVERSEWELCOME TO THE METAVERSE|IPSOS VIEWS STRATEGIZING FOR THE METAVERSE OF TOMORROW As weve seen,the metaverse will be to

58、morrows internet;it is not separate technology,or only virtual worlds,but it is a technology ecosystem that delivers seamless and persistent,connected experiences across physical and virtual worlds-in every part of our lives.At Ipsos,were thinking about how this more decentralised and immersive Spat

59、ial Web future will emerge over the coming years,so that we can help your organization participate today and make paradigm-shifting impacts tomorrow and beyond.REFERENCES 1.Nadella,S.(2021,November 2).“The metaverse is here”Twitter:https:/ 2.Newton,C.(2021,July 22).Mark in the metaverse.The Verge:ht

60、tps:/ the world sees the metaverse and extended reality:A 28-country Global Advisor study https:/ Crash.New York:Bantam Books.5.Lanier,Jaaron.2017.Dawn of the New Everything:Encounters with Reality and Virtual Reality(1st.ed.).Henry Holt and Co.,Inc.,USA.6.https:/ Immersive3E study8.The Crypto Party

61、 is Over:https:/ VIEWS|WELCOME TO THE METAVERSEWELCOME TO THE METAVERSE|IPSOS VIEWSAUTHORSPip Mothersill,Director,UX,Ipsos in the USKatelyn Faulks,Director,UX,Ipsos in the USWELCOME TO THE METAVERSEWhat it is now,what it will become and how you can be a part of it The Ipsos Views white papers are produced by the Ipsos Knowledge CIpsos