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Western Europe

European Tweens Are Spending Money in The Metaverse

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European tweens’ very first brand purchase may likely be for their gaming avatar, not their real closet or bedroom…

TL;DR

  • Nearly half of European tweens are already buying products in the metaverse, proving this gen is well-versed in spending virtual money
  • Young parents have to meet their kids’ growing interest for virtual products, and 37% have given their own money for them
  • Kids are saving up their own allowance for virtual products too—not sweets or real-life toys
From the BBC to Specsavers to Hugo Boss, several brands in Western Europe have entered or bumped-up their presence in the metaverse in recent months. And they have excellent reasons to do so considering YPulse’s recently published The Tween Study shows 70% of European 8-12-year-olds who play video games are playing in virtual worlds. So, even...

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