Consumer Attitudes (Cont’d from Page 1)
of entertainment for many consumers, particularly younger generations, who spend more time play- ing games on mobile, desktop and AR/VR headsets. During The Metaverse Movement, consumers will outfit their avatars to explore virtual worlds along- side users from across the globe. The prevalence of shared, 3D virtual spaces will characterize a future rendition of the Internet. Fashion brands and retailers are leveraging Tik- Tok to crowdsource content and designs, promote products and train associates on how to build fol- lowings. In 2021, more than 30 percent of consum- ers bought goods or services after seeing an influ- encer post or company advertisement on TikTok. Sports teams, gamers and artists have been us- ing platforms like YouTube and Twitch to host live virtual concerts and events, and companies want to meet these consumers in-platform. Brands are buying billboards and product placements, among other advertising space, within these online envi- ronments. Virtual stores facilitate e-commerce sales and offer digital-only products for purchase, includ- ing non-fungible tokens (NFTs), to dress and house avatars. The primary goal is to build brand awareness among influential consumers who are pioneering platform engagement. Companies that start estab-
global consumer trends in 2022. Resilience and adaptability were tested in 2021, forcing consum- ers to relinquish control and embrace ambiguity. This year, consumers are taking back the reins and paving a path forward based on their passions and values. The Metaverse Movement The digital world is evolving beyond virtual hang- outs to immersive 3D realities. Consumers are em- bracing these digital spaces to socialize with com- munities. Brands at the center of The Metaverse Movement can build equity. These immersive envi- ronments can drive e-commerce and virtual prod- uct sales as access expands. Physical and virtual worlds collided last year. With strict social distancing requirements, consumers learned how to stay connected, forming new online communities that offer a range of interactivity, from livestreaming to gaming. Social networks are advancing their capabilities, and in some cases, acquiring tech startups, to enter The Metaverse Movement. The constant stream of content and ability to go viral on video-dominant social platforms like TikTok and YouTube show- case the influence of community-based networks. Now, online socialization is the preferred form
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Flexo Market News February 14, 2022 3
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