Skip to main content

The shift from Web 1.0 to Web 2.0 created huge changes in our lives, from how we interact with brands and each other to the fundamentals of many business models. Netflix replaced Blockbuster. Apple replaced Nokia. And Facebook introduced something totally new with the social web.

Web 3.0 is in its early days, and the Metaverse seen in Ready Player One is not quite here yet. But from NFT Games to the increasing popularity of Metaverse experiences, many Web 3.0 trends are starting to impact our everyday lives (and make some people a lot of money). The implications for marketers are becoming increasingly important, and if the shift from 2.0 to 3.0 is anything like last time, we’ll see a lot of businesses explode — both in the good way and the bad way.

To explore consumer engagement with and interest in these trends, SCS recently polled 600 US consumers aged 16 to 44 on topics ranging from awareness of the Metaverse concept to usage of cryptocurrency wallets, as well as adjacent behaviors such as creativity in virtual spaces, virtual concert attendance, perceptions around NFT’s and what they want from tomorrow’s Internet. 

Some highlights:

  • 44% own cryptocurrencies and 21% have browsed, bought or created NFTs
  • 16.5% have their own VR headsets and 41% intend to purchase in the next 12 months
  • 65% are interested in eventually replacing their phone with AR glasses, devices which companies like Apple, Snap and Meta are currently developing, and Microsoft and Magic Leap have already launched for Enterprise customers
  • 57% are interested in exploring a Metaverse created by Meta (of those familiar)

Those results, along with insights into key trends driving Web 3.0 and the Metaverse, as well as examples of how brands are getting involved and what you can do next, are compiled in The Marketer’s Guide to Web 3.0 and the Metaverse, which you can download below.

It also inspired us to get back to SCS North’s roots in creating virtual worlds, which started way back in 2004. If you’re one of the over 10 million folks who have an Oculus Quest 2, join us in VR in Meta Horizon Worlds by downloading the free app in the Quest Store and searching “SCS” in the world menu. We’ll be posting about our creations there soon.

Also published on Medium.


SCS surveyed 750 US consumers on how their physical and digital buying habits have changed during the pandemic. These insights and more are presented in Omnichannel Overdrive.

Download the white paper →