Commx：2022年消费者趋势：元宇宙和社交电子商务_21页_1mb

报告摘要

2022 Consumer Trends: Metaverse & Social Commerce Summary

Core Content

This report explores the current state and future potential of Metaverse and Social Commerce in the context of 2022 consumer trends. It analyzes the readiness of consumers to adopt these emerging technologies and their current usage patterns, based on two surveys conducted by CommerceNext in partnership with Bizrate Insights and The Commerce Experience Collective (CommX).

Main Findings

1. Social Commerce is on the Rise

Social commerce is a strong area for growth, with livestream shopping becoming a notable trend.
The definition of social commerce has evolved beyond influencer-driven product discovery to include the entire customer journey: research, comparison, and checkout.
In China, livestream shopping has already formed a $400+ billion market, while in the U.S., it remains fragmented across multiple platforms.
Walmart and other retailers are experimenting with livestream shopping, indicating growing interest.

2. Consumer Awareness and Adoption

Livestream shopping is still in its early stages, with only 19% of total respondents shopping via this method.
Gen Z is the most likely to have watched livestream shopping, even if they don't actively participate.
Social media promotions are a key driver of social commerce, with 43% of consumers reporting they make purchases after seeing them promoted.

3. Metaverse Adoption is Limited

The Metaverse is still a buzzword, with 48% of consumers unaware of the term.
Gaming is the primary activity in virtual worlds, with 76% of users engaging in games.
Only 19% of Millennials use virtual worlds, while Gen Z is the most active group at 26%.
Shopping in the Metaverse is still low, with 30% of virtual world users engaging in it, and 38% of the 40-49 age group shopping in virtual worlds.

4. Future Opportunities in the Metaverse

Consumers are interested in buying real-world products in the Metaverse, with 41% expressing this desire.
Augmented reality (AR) is already being used in retail to help with product trials, reducing returns and increasing confidence.
As the Metaverse evolves, it could offer phygital goods (physical products sold in virtual spaces) and immersive brand experiences, especially for older consumers.

5. Consumer Preferences and Use Cases

Apparel, home items, and beauty products are the top categories of interest for livestream shopping.
Gen Z and Millennials are more likely to engage with chat apps, video chat, and voice assistants for social commerce.
Gen Z is particularly interested in trying on virtual items (e.g., makeup, sunglasses) and NFTs, while Gen X and older demographics prefer shopping with friends and digital clothing for avatars.

Key Insights

Social commerce is more mature and has a clear path to growth, especially through livestreaming and chat-based purchasing.
The Metaverse is still in its early stages, with low consumer awareness and limited adoption.
Testing and learning is the recommended approach for retailers exploring the Metaverse, as it is a niche market with high potential.
Livestream shopping has upsides, particularly for reaching younger audiences, and may become a more mainstream channel as awareness and trust increase.

Consumer Behavior Overview

Activity	Percentage of Consumers
Social commerce via social media	43%
Livestream shopping	19%
Virtual world shopping	30% (among users)
Interest in buying real-world products in the Metaverse	41%
Interest in trying on clothing or accessories	30%
Interest in NFTs	19% (among users)

Conclusion

Social commerce is the more immediate and practical opportunity for retailers.
The Metaverse is still a concept in development, with limited consumer adoption.
Livestream shopping is gaining traction among younger demographics, especially Gen Z, and has a strong growth potential.
Brands should consider a test-and-learn approach for both the Metaverse and livestream shopping, focusing on awareness, engagement, and content quality.

Methodology

Two surveys were conducted in February 2022 by CommerceNext, in partnership with Bizrate Insights and CommX.
The survey focused on consumers aged 18-59, with a majority being female.
The sample size was 557 consumers for the Metaverse survey and 387 for the livestream shopping survey.

Key Segments

Gen Z (18-29): Most familiar with NFTs and virtual try-ons.
Millennials (30-39): More familiar with the Metaverse but less likely to use virtual worlds for shopping.
Gen X (40-59): Most likely to engage in livestream shopping and shopping with friends in the Metaverse.