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European Tweens Are Spending Money in The Metaverse

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

Written and Edited by the YPulse Editorial Team

Apr 23 2024
Western Europe

KEY TAKEAWAYS

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 though artificial intelligence took the media spotlight over the metaverse in recent months, brands should absolutely continue to invest in virtual worlds like Roblox and Fortnite: most European tweens gamers are spending a significant amount of time (and money) there. While an avatar outfit or...