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20% of kids under 12 have made purchases with tokens in the gaming metaverse

With the recent release of PARK: Precise Advertiser Report - Kids, our Giraffe Insights-powered report that shares key findings about family viewership habits and household spending patterns, we thought we would dive into specific findings about gaming and the metaverse. 

This specific report has revealed 90% of parents co-view with their kids, which parents assert is a key catalyst to their kids’ buying influence, especially online gaming and metaverse purchases.   

The study further revealed YouTube commercials drive three times more purchase behavior than other mediums such as VOD and broadcast TV. 

Additional gaming and metaverse findings include:

  • 20% of kids under 12 have made purchases with tokens in the gaming metaverse
  • Almost half of kids identified four popular games as being in the metaverse, including Roblox, Minecraft, Fortnite and The Sandbox 
  • Less than 4 in every 10 parents understand the metaverse to be a virtual world where people can socialize, work and play  

Christian Dankl, Precise TV Co-Founder and Chairman said “This report not only quantifies household co-viewing, but illustrates a causal relationship between content and family purchase decisions. Brands can make a lot of confident investments based on insights from this report.”   

To read more fascinating insights about kids viewing behaviors and how these influence theirs and their parents’ purchases download the full report here.

Topics: youtube, kidsafe, advertising, Kids, tiktok, youtube kids, CTV, videoads, gaming