Younger customers are more likely to buy in the metaverse

As more restaurant brands share a claim in the metaverse, a new survey indicates that customers who are most likely to deal on the emerging platform are smaller than usual and particularly interesting for quick purchases.

About 18% of restaurant customers already participate in the metaverse, according to an April survey of 2,496 consumers, and 38% of those already participating in — or interested in — the metaverse would be willing to integrate restaurant purchases into a virtual reality environment, including the majority of acquisition customers. and go.

Newton-based Paytronic Systems Inc and Boston-based PYMNTS surveyed American consumers April 6-12 and released a downloadable report, “The Digital Divide: Technology, the Metaverse and the Future of Eating Out.” The companies said the average age of respondents was 48, 52% were female and 36% earned more than $100,000 a year.

The survey, which examined consumer relationships with restaurant technologies and perspectives, and attitudes toward digital and virtual reality food ordering trends in the restaurant context, also found:

  • 20% of restaurant consumers are familiar with Metaverse.
  • 34% of Millennials (ages 26-41 born between 1981-1996) and 27% of Millennials (ages 10-25 who were born between 1997 and 2012) have already participated in the metaverse.
  • 38% of consumers already participating in the metaverse would be willing to integrate restaurant purchases into the environment.

“The media landscape is already scattered, creating a massive battle for attention,” Paytronics chief marketing officer Michele Tempesta said in a statement. “Brands compete for spots on Google search, in Facebook feeds, on Apple screens, and on any of dozens of different social sites. The metaverse is the next battlefield.”

Restaurant brands ranging from Newport Beach, California Chipotle Mexican Grill to Dublin, Ohio Wendy’s Corporation has properties in Metaverse real estate.

“Loyalty programs open a direct line of communication between brands and customers that continues to grow in importance,” Tempesta added. “Customers want to maintain a strong relationship with their favorite brands, no matter where this happens.”

For traditional locations, the survey indicated that the majority of existing customers found the wait staff to be friendly and the continuity of staff at their favorite restaurants remained the most important factors that kept them coming back. More than 33% of consumers said friendliness is the most important thing a restaurant can offer, and nearly 75% said that seeing the same employees every time they visit a restaurant has had a positive impact on their experience.

Regarding the metaverse specifically, the survey found:

  • 33% of customers using the grab-and-go service were very familiar or very familiar with the metaverse, more than double the share of customers whether they were eating or working out.
  • 40% of Gen Z respondents said they were very familiar with the metaverse, even though they did not lead all generations in participating in the metaverse.
  • 34% of millennials participated in the metaverse environment. Paytronix said this may have something to do with generation’s purchasing power, as consumers earning more than $100,000 a year were more likely than those in other income groups to participate in the metaverse environment.
  • 21% of consumers who said they were not interested in buying food in the metaverse were either not interested because they were unfamiliar or thought the metaverse was complex.

Paytronix provides SaaS customer experience management solutions for restaurants and stores. It integrates with point of sale systems and works with more than 1,800 brands across 34,000 locations.

Contact Ron Ruggless at [email protected]

Follow him on Twitter: Tweet embed

Leave a Reply

Your email address will not be published.