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Insight of the Day: European Tweens Are Spending Money in The Metaverse

European tweens are diving into the metaverse, spending virtual money on digital products. Here’s a breakdown of their spending habits:

  1. Virtual Purchases:

  • 45% of European 8-12-year-olds have already bought digital products within games or apps (e.g., skins in Fortnite).

  • This trend is comparable to European 13-17-year-olds, where 47% have made virtual purchases.

  1. Metaverse Appeal:

  • Brands should take note: European tweens are actively engaged in virtual worlds.

  • Despite the media focus on artificial intelligence, investing in platforms like Roblox and Fortnite remains crucial.

  1. Benefits for Brands:

  • While individual avatar outfits or game add-ons may seem small, the cumulative impact from millions of young players is significant.

  • Brands can capitalize on selling virtual products, especially since teens often bridge digital and physical purchases.

  1. IRL Influence:

  • YPulse’s gaming data reveals that teens are drawn to games within their virtual worlds.

  • Digital purchases can seamlessly translate into real-world products.

As the metaverse continues to evolve, brands have an opportunity to connect with this tech-savvy generation and shape their digital experiences.

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