How to Use the Metaverse? Sortlist Study Says: If Not for Entertaining, Don’t Bother
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How to Use the Metaverse? Sortlist Study Says: If Not for Entertaining, Don’t Bother

In this Marketing Report:

At Sortlist we are used to managing an endless supply of data that explains the trends in the marketing world. That is why we decided to survey 1000 general users and marketers across Belgium, Germany, Spain, France, and the Netherlands, and understand what they expect from the metaverse, see what their thoughts are on how to use it, if they want to participate, and if it is really a thing of the future or just another trend.


of respondents understand what the metaverse is


What 61% of respondents would not invest in inside the metaverse

Escape reality

What most users think the metaverse represents

What Is the Metaverse?

More Than a Name Change

65% of users surveyed across Europe were perfectly aware of Facebook’s name change.

65.63% among the men surveyed knew the company had done so, compared to 63.81% among women.

Facebook name change

Do People Know Facebook’s New Name?

Almost 90% of the general public knew that “Meta” is Facebook’s new name. In contrast, only 81% of marketers mentioned “Meta.”

12% of them added “I don’t know/I am not sure” as an answer, which was nowhere seen in the general public survey.

Facebook's new name

Understanding the Metaverse

Our survey indicates that Meta’s vision has been transparent to users, as 66.67% of respondents said they understand what the metaverse is.

Metaverse definition

How Would You Define the Metaverse?

When asked to define the metaverse, as in, the virtual world, just over half of users got it right. However, that didn’t stop an important 26% of them saying that it was “Facebook’s new name.”

A tiny fraction also thought the metaverse is “linked to Web3” and is a “new Google.”

How Would You Define the Metaverse?

Users older than 54 knew that the metaverse was a virtual world (63%) more than did younger users aged between 25-34 (59%).

How to use the metaverse - different agen groups

How Quickly is the Metaverse Being Adopted?

Expectations for the metaverse

According to our survey, people’s thoughts on the use of the metaverse are all related either to escapism or the future. An important 20% said a virtual world is “a way of escaping the real world,” followed by 17% that said it is the future and 16% that see it as a way of distraction.

What Users Expect from the Metaverse

The metaverse represents a way to escape the real world for women (58%), whereas it represents the future for men (53%).

How to use the metaverse - men vs. women

Is the Metaverse a Good Thing?

For branding purposes, it seems it is. But companies should be careful, as half of the users we polled remarked that they would not trust a virtual world. This may not be good news for businesses.

Trust in metaverse

NFT Investments

Do People Know What NFTs Are?

Almost 60% of the general public said they are aware of what NFTs are.

Of these, men are more knowledgeable than women (76% vs. 46%).

Knowledge about NFTs

Is It Worth Investing in NFTs?

Exactly 60.5% of respondents would not think of investing in these assets.

Investments in NFTs

Is It Worth Investing in NFTs? An Overview By Country

Users in Spain and the Netherlands seem to be the most optimistic in terms of NFT investment, since they present the highest index of users who would consider it. Both countries are equally split, with 50% of users in each agreeing they would consider investing.

Conversely, it is in Belgium and France that the gap is widest, countries in which users are reluctant to invest in NFTs. In Belgium, only 17% of respondents would consider them and 83% would not, while in France, only 29% would consider it and 71% wouldn’t.

Germany stands at a midpoint, manifesting the smallest difference between users who would consider NFT investments (45%) and those who would not (55%).

Investment in NFTs per country

NFTs As Reliable Investments

When asked if they would see NFTs as reliable investment opportunities, most users were hesitant about it.

Only 17.7% said they were considering potential investments in NFTs.

Are NFTs reliable investments?

Will the Metaverse Fail?

The studies we have carried out at Sortlist demonstrate that both brand and user seem to be heading in directions that aren’t always aligned, making the synergy between both difficult.

Despite seeing companies targeting the right group (young men who we saw are the most interested), the metaverse still needs to tackle the issues of trust and cybersecurity correctly for it to succeed.

Our user study tells us that users simply aren’t ready to treat the metaverse as anything other than an entertainment tool, and even so, they are wary of providing their personal data freely in this virtual world.

Facebook is no stranger to data concerns. However, with the power of its brand behind virtual worlds, the metaverse could well move quickly from hype to daily reality.


The study was conducted between February 24th and March 1st, 2022, among 1000 respondents above the age of 18 across Belgium, Germany, Spain, France, and the Netherlands. In the study, we surveyed business owners, the public, and marketers with the aim of finding out how people are reacting to the metaverse. The responses are anonymous.

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