1、May 2024Dentsu Consumer Navigator:Digital Ownership|Navigator|Navigatordentsu Consumer Navigator Digital Ownership 2024About this studyThe survey was conducted by dentsu via Toluna,an online research panel.Administered on May 8th,2024.Distributed among a random sample of 1,000 U.S.respondents 18 yea

2、rs of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers).Contents0101Top Consumer Insights02Web3 Enjoys the Gen AI Halo03Cryptos Future Remains Unclear04NFTs Lose The Hype05Virtual Goods Cr

3、eate Real Economies06Closing Thoughtsdentsu Consumer Navigator Digital Ownership 2024Web3 technologies face challenges to mainstream adoption.None of the three technologies our survey explores-cryptocurrency,NFTs,and virtual goods-have seen significant gains in adoption over the past year.While ther

4、e is an engaged audience-made up of men,Millennials,and Hispanic consumers-adoption has yet to expand significantly beyond this core.Generative AI offers somewhat of a halo for Web3.Half of survey respondents agree:“Since Gen AI has become more mainstream,I find myself more interested in other emerg

5、ing technologies.”However,interest is driven largely by those who are engaged with Web3 technologies-those who are uninterested over 2x LESS likely to be influenced.Cryptocurrency seeks a path forward into the future.Cryptocurrency is championed by owners,who increasingly see the currency as diversi

6、fying their investments and create long-term wealth.However,a history of volatility and scandals have cemented others hesitations.Changing perceptions among non-owners will be tricky,but leaning into real-world applications and engaging the community may offer a viable path forward.01dentsu Consumer