It’s hard enough coping with the changes in email over the past few years. Now there’s a new wrinkle: How many are prepared for Web3?
Probably not many, judging by "Catching the Wave: Engaging Next-Generation Consumers With Web3," a consumer study released Wednesday by Pico NFT.
The survey shows that 51% of consumers are interested in using Web3 technologies to engage with brands. But 48% say the brands are unsuccessful at using these technologies, and only 31% believe they are effective.
But consumers say these attributes will increase their engagement with new technologies. Note that the top one shows a certain wariness:
Let’s pause for a definition. How many people, even marketers, know what Web3 is? The study defines it as:
NFTs are an especially hot opportunity. Of the consumers in this sample,
41.2% would like to engage with brand NFTs within the next 12 months. And 24.2% expect to do so in the next 1-2 years. Of course, 22.9% say they never will, and the remainder say it will take years
before they do so.
There is a difference between the types of NFTs: 41.7% of consumers are likely to purchase when collectible NFTs are included, and 46.8% when there are utility NFTs.
What good are NFTs? Consumers are attracted by these utility NFT benefits:
And utility NFTs? Consumers will respond to these offerings:
One takeaway is that brands must pay attention to privacy-centric programs using digital wallets. Another is that they should deliver easy-to-use experiences with interoperability and smooth onboarding.
Here's another tip that wasn’t in the study: Make sure that your email systems are integrated with Web3. Consumers expect a high level of interaction—that means promotional, triggered and transactional emails, all three.
The study surveyed 737 consumers from Sept. 8-14.