Insights From Our Newest Digital Expression, Vogue & Magnificence Traits Report

Self-expression is an important a part of many individuals’s experiences in immersive 3D areas—particularly Gen Z, who’re rising up constructing connections in digital worlds. That’s why we’ve put collectively the 2023 Digital Expression, Vogue & Magnificence Traits Report, which explores the total spectrum of self-expression by means of avatars, together with model issues, the psychology behind creating an avatar look and the impression of genuine self-expression on individuals’s bodily fashion, buying choices, and even psychological well-being. 

This work builds on the analysis we did final 12 months that supplied useful early insights on how individuals categorical themselves in immersive areas. Our 2023 report presents new insights that may assist creators, manufacturers and business consultants higher anticipate and reply to rapidly evolving shopper wants.

Listed here are the highest 5 takeaways from the 2023 report*:

1. The significance of digital self-expression continues to develop

On this 12 months’s survey* of over 1,500 members of Gen Z within the U.S. and UK who’re lively on platforms like Roblox, 56% say styling their avatar is extra necessary to them than styling themselves within the bodily world. And for older Gen Z aged 22-26, 64% say that, given a selection, dressing up their avatar can be extra necessary than dressing up within the bodily world.

Moreover, 84% of Gen Z respondents say digital style is at the least considerably necessary for them, and  85% assume the significance of digital style has grown at the least some over the previous 12 months. Greater than half (53%) assume it’s grown lots.

These findings echo what we see on our platform: self-expression by means of digital identification and style is an important a part of individuals’s expertise. For instance, in the course of the first three quarters of 2023 on Roblox, there have been a complete of 165 billion avatar updates, up 38% 12 months over 12 months, and other people purchased almost 1.6 billion digital style gadgets and equipment, up 15% 12 months over 12 months. Plus, tens of millions of Roblox customers proceed to replace their avatars day-after-day.

However the affect of digital fashion and style doesn’t keep within the digital world. Within the survey, 84% report that their bodily fashion is at the least considerably impressed by their avatar’s fashion, together with 54% who say they’re very or extraordinarily impressed by what their avatar and different avatars put on.

2. Model recognition issues for Gen Z within the metaverse

In relation to metaverse style, survey respondents stress that they care about distinct types and model recognition: 52% say “trendy digital garments” is the attribute they pay most consideration to when deciding if an avatar is “cool-looking.” And three in 4 say sporting digital fashions from a acknowledged model is at the least considerably necessary, together with 47% of survey respondents who say it’s very or extraordinarily necessary.

This dynamic can drive buying conduct: 84% say that after sporting or making an attempt on a model’s merchandise in digital areas, they’d be at the least considerably possible to contemplate this model within the bodily world. The truth is, 50% say they’d be very or extraordinarily possible to take action.

3. Shoppers are open to spending on digital style—the extra unique the higher

In the meantime, designers and types can be completely happy to study that the majority Gen Z customers are additionally prepared to spend on digital style: in our survey, 52% say they’re snug budgeting as much as $10 every month, whereas one other 19% are prepared to spend as much as $20 month-to-month and an extra 18% are open to purchasing $50-$100 of things each month. 

The launch of Limiteds this 12 months highlighted Roblox customers’ demand for unique and uncommon gadgets, as evidenced by most Limiteds reselling for greater than their unique price.

For instance, neighborhood members lined as much as earn Limiteds by way of challenges within the Gucci Ancora expertise and to purchase up gadgets from Roblox-native manufacturers like CHRUSH.

Equally, a number one digital music model, Monstercat, not too long ago teamed up with neighborhood creator @WhoseTrade on six single-edition necklaces. Every offered inside minutes, together with the Ruby Pendant, acquired for 1,000,001 Robux (roughly $10,000), the very best preliminary Restricted sale so far.

4. From head to toe, avatars allow experimentation with expression

Whereas digital style is necessary to Gen Z customers, persons are additionally experimenting with different modern methods of expression by means of their avatars.

One instance of that is avatar make-up, which is already obtainable in some community-created experiences. As well as, quite a few manufacturers—like Fenty Magnificence, Maybelline, NARS, Givenchy Magnificence, NYX, and L’Oreal—are actually investing in assembly prospects’ curiosity in it. 

And there’s actual alternative for them. In keeping with our survey, greater than a 3rd of all respondents (35%) say it’s necessary to customise their avatar’s make-up day by day or weekly, and the quantity rises to 51% for self-identifying feminine respondents. 

Individuals are additionally more and more customizing their avatar hair on Roblox. This 12 months alone, customers bought greater than 139 million hairstyles, up 20% over the 12 months earlier than, together with greater than 7.3 million individuals who purchased 5 or extra hairstyles on Roblox.

However self-expression doesn’t finish there: Roblox customers have more and more been adopting emotes, and up to now this 12 months, 9.8 million Roblox customers purchased them, up 64% 12 months over 12 months. That’s one thing that Tommy Hilfiger took observe of in introducing emotes into its Roblox digital style assortment.

Customers are additionally selecting fantastical auras that match their vibe, like a colourful selection obtainable inside Paris Hilton’s Slivingland.

And shortly, Roblox customers will be capable to have expressive avatars that includes real looking feelings. That’s prone to be well-received by Gen Z customers since 86% of survey respondents say it’s at the least considerably necessary that their avatar is ready to categorical feelings as a way to really feel totally represented within the metaverse. 

5. Authenticity drives self-expression in immersive areas and positively impacts well-being

One placing discovering from the survey is that the majority members of Gen Z attempt to look good within the metaverse for themselves somewhat than for others. When selecting their avatar look, 62% say they care lots that their avatar appears good to them as in comparison with 37% who say they care lots that it appears good to others. 

And 40% of Gen Z really feel it’s simpler to current their genuine selves within the metaverse than within the bodily world. Among the many causes cited: extra “freedom of expression” and “inventive choices.” Additional, individuals really feel they “will be whoever we wish” and that it’s “much less judgemental” once they work together with others as avatars in immersive areas.

The truth is, our analysis confirmed:

• Twice as many respondents imagine they’re judged much less on their appears within the metaverse than within the bodily world, and;
• Respondents had been 2.2 instances extra possible to say that expressing themselves in immersive areas by way of their avatar feels higher (“extra me”) than posting 2D pictures from the bodily world on social media. 

Lastly, respondents cited a constructive impression on their psychological well-being: 88% say expressing themselves in immersive areas has possible helped them comfortably categorical themselves within the bodily world. They observe it helps construct connections with others (29%), boosts confidence (24%), permits for true self-expression (21%), and helps enhance psychological well being in different methods (25%).

A Common Connector

Genuine self-expression is commonly described as a common connector for individuals: by sharing who we really are, we will make real connections. As Roblox continues constructing its platform and merchandise for immersive communication and connection, we’re guaranteeing that individuals have the broadest set of alternatives to authentically categorical themselves. We’re excited to proceed learning this house as a result of as our analysis demonstrated, we all know that when individuals have extra management over the numerous components they will select to characterize themselves in immersive 3D digital areas, it may possibly result in constructive impacts on their physical-world connections and well-being.

DOWNLOAD THE FULL REPORT HERE

* Methodology: The ‘2023 Digital Expression, Vogue & Magnificence Traits’ report consists of two complementary units of knowledge: 

• Behavioral information collected from the Roblox platform from January by means of September 2023.

• Self-reported survey information collected from 1,545 Gen Z customers between the ages of 14 and 26, dwelling in the USA (1027 respondents) and the UK (518). To acquire these responses, Roblox commissioned a nationally consultant survey from Qualtrics fielded September 27-29, 2023. Included stats characterize the total respondent pattern given sentiment between the 2 markets (U.S. and UK) was largely related. The pattern has been balanced for gender in each markets utilizing the Census Bureau’s American Neighborhood Survey for the U.S. and Workplace for Nationwide Statistics within the UK to mirror the demographic composition of those markets’ inhabitants in that age vary. Within the full report information is referenced as ‘2023 Roblox Self-Expression Survey.’

• For any further clarifications or questions on the information please contact press@roblox.com.