Roblox, a popular online gaming platform, recently conducted a survey of its Gen Z users on digital expression, fashion, and beauty trends. The survey found that 56% of respondents care more about styling their avatar than themselves in the physical world.
This survey finding is significant because it suggests that Gen Z users are increasingly viewing their digital avatars as a reflection of their true selves. For many users, their avatar is a way to express their creativity, individuality, and sense of style. I have felt this as a player of many online games like RuneScape and OG MapleStory.
The full report also found that 75% of respondents say wearing digital fashions from a recognized brand is at least somewhat important, including 47% who say it’s very or extremely important. To me, that means it’d be a really smart idea for real-world brands to start making items for players to wear in Roblox. Less money would be needed and the companies could profit greatly.
In addition, the survey found that 52% of respondents are comfortable budgeting up to $10 each month in digital fashion, and 19% are willing to spend up to $20 monthly. This part is less believable to me because many adults don’t budget so it’s hard to think that kids would.
If anything, this just means that’s how much kids tend to have to spend. It’s still significant because the active player count per 30 days is over 200 million. Half of that is 150 million, and $10 from each of those players is $1.5 billion in potential revenue.
Apparently, Gen Z users are experimenting with new and innovative ways to customize their avatars, including makeup, hair, emotes, and auras. This makes me feel like Roblox is a world unto itself. It’d be incredibly smart for businesses to come into Roblox to advertise in-game items.
Not necessarily real-world items because advertising to children is still very difficult thanks to the Children’s Online Privacy Protection Rule (“COPPA”). That’s a good thing, and in my opinion, any company that works with Roblox should stick to digital merchandise.
