Hakuhodo DY Holdings Conducts 'Metaverse Consumer Fixed Point Survey 2025'

Hakuhodo DY Holdings Inc. (Minato-ku, Tokyo, President and Representative Director: Yasuo Nishiyama) conducted the 'Metaverse Consumer Fixed Point Survey 2025' targeting consumers aged 15-69 nationwide to grasp current consumer awareness and trends regarding the metaverse. Also, as a new initiative, we have created the 'Metaverse 6 Persona Map' by conducting a cluster analysis based on the behavioral and preference characteristics of metaverse users.

According to the '2025 Information and Communications in Japan' by the Ministry of Internal Affairs and Communications, the domestic metaverse market is predicted to rapidly expand from 275 billion yen in 2024 (estimated) to a scale of 1.87 trillion yen in 2028. As the market steadily broadens its base, the mindset of consumers active in virtual spaces continues to change along with the maturation of the community. Against this backdrop, Hakuhodo DY Holdings has been conducting the 'Metaverse Consumer Fixed Point Survey' since 2022 to find clues for conquering metaverse-related businesses from the trends of metaverse users.

The results of the 'Metaverse Consumer Fixed Point Survey 2025', which is the fourth iteration, are as follows.

'Metaverse Consumer Fixed Point Survey 2025' Survey Results

● 'Recognition layer maintains 37-38%, while usage layer enters a "steady period" at the 8% mark'
The result showed that 37.3% of people in Japan, an estimated 30.39 million people, recognize metaverse-related services. Compared to the 38.4% recognition rate in the previous year's survey, a decrease of 1.1 points is observed. Furthermore, the layer that is interested in the metaverse but does not use it remains at 5.8%, similar to the previous year, and those who have used metaverse-related services account for 8.0% of the total (estimated 6.7 million people), which is confirmed to be almost equivalent to the previous year's 8.7%. Since there is almost no annual change in the metaverse recognition-to-usage funnel, it is possible that the metaverse is in a state of a 'steady period'.

(*) Presented about 60 metaverse-related services and inquired about recognition, usage experience, and frequency. Defined metaverse users as those who use any metaverse-related service at least once every 2-3 months.

● The Metaverse is a 'place to resolve loneliness' and a 'challenge device'
Comparing the impact of metaverse services on users over the years, the response 'decreased feelings of loneliness' reached 15.3% among the total user group, an increase of 3.2 points from the previous year (12.1%). Additionally, items such as 'the real/physical world became more positive (+1.9pt)' slightly increased, indicating that the metaverse is not merely a place for escapism, but is beginning to function as a 'psychological infrastructure space' supporting the mental stability of real life. Furthermore, the response 'My spirit of challenge in the real/physical world became stronger' was 12.9%, an increase of 3.4 points from the previous year. Also, 'It made me want to start doing what I really want to do again' increased by 3.2 points, suggesting that experiences in the metaverse are leading to proactive behavior in the real world.