Consensys, in collaboration with YouGov, conducted a comprehensive global Web3 awareness survey across 15 countries spanning multiple continents. This multinational study aimed to gauge public perceptions of cryptocurrencies, NFTs, Web3, blockchain, and the metaverse, while also exploring attitudes toward the current internet landscape and the impact of recent centralized crypto financial company failures on trust in the Web3 ecosystem.
Key Survey Details
- Timeline: Conducted between April 26 and May 18, 2023
- Sample Size: 15,158 online respondents
- Countries Covered:
- Americas: Argentina, Brazil, Mexico, USA
- Europe: France, Germany, UK
- Asia: India, Indonesia, Japan, Philippines, South Korea, Vietnam
- Africa: Nigeria, South Africa
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Data was weighted by gender and region to ensure national representation, with analysis supervised by YouGov consultants.
Executive Summary
While 92% of respondents globally reported awareness of cryptocurrencies, only 8% claimed deep familiarity with Web3 concepts—revealing a stark disconnect between Web3’s potential as a solution for digital ownership/privacy and public understanding.
Core Findings
- Demand for Ownership & Privacy
- 67% believe they should own what they create online
- 83% prioritize data privacy
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70% argue for profit-sharing from centralized platforms using their data
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Regional Divides
- Europe/Japan/South Korea: Cautious, associating crypto with scams/speculation
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Africa/Southeast Asia/Latin America: Embrace crypto as a hedge against inflation and gateway to global capital
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From Users to Builders
- Only 38% feel adequately rewarded for online contributions
- Web3 enables a paradigm shift toward user-controlled identity, data, and monetization
Deep Dive: Web3 Awareness Metrics
1. Cryptocurrency Familiarity
- Global Awareness: 92%
- Top Countries: Nigeria (78%), South Korea (63%), Brazil (59%)
- Lowest Awareness: Japan/Indonesia (~33%)
2. Perceptions of Web3 Technologies
| Concept | Global Familiarity | Notable Trends |
|---|---|---|
| Metaverse | 36% | Highest in India/USA |
| NFTs | 34% | Nigeria leads (52%) |
| Web3 | 24% | Least understood globally |
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3. Impact of Crypto Bankruptcies (2022)
- Trust Impact: Highest in Nigeria (89%) and South Korea (94%)
- Resilient Markets: Germany, Vietnam—minimal trust erosion
Critical Challenges & Opportunities
- Education Gap: Web3’s value proposition (ownership, privacy) resonates, but technical understanding lags.
- Regionalization: Tailored outreach needed—emphasize financial access in emerging economies vs. security in developed markets.
- Monetization Models: 79% desire better identity control—Web3 can unlock creator-driven economies.
FAQs
Q: Why is Web3 awareness lower than crypto awareness?
A: Cryptocurrencies gained visibility through price volatility and media coverage, whereas Web3 represents complex infrastructural changes.
Q: Which countries are most receptive to Web3 adoption?
A: Nigeria, Argentina, and Vietnam show strong optimism due to economic instability and younger demographics.
Q: How do data privacy laws affect Web3 perceptions?
A: Countries with strict laws (e.g., Germany) show lower urgency—Web3 must demonstrate superior privacy tools.
Q: Can Web3 replace social media platforms?
A: Potentially—67% demand ownership of their content, which decentralized networks facilitate.
Q: What’s the biggest barrier to Web3 mainstreaming?
A: Bridging the usability gap—making wallets, DAOs, and dApps as intuitive as current web services.
Conclusion
The survey reveals a global appetite for an internet that prioritizes user sovereignty, yet highlights the need for clearer Web3 education. As the space evolves, projects that simplify on-chain identity, asset control, and fair monetization will lead adoption.