The Consumer Blockchain Index
What do people know about blockchain technology? What do they care most about? The results are in.
Published in
2 min readFeb 7, 2019
Why we’ve conducted this survey
Understanding consumer sentiment is going to be key to creating the right products — as well as optimizing marketing strategies — necessary to drive real usage of the budding technology.
We wanted better information on how people feel about blockchain, what the weak points are, and where developers would be best focusing their attention.
Three primary findings:
- Age and income matter — A respondent’s age and socioeconomic position has a significant impact on the likelihood to connect with the technology and see the potential. These parameters also impacted which blockchain values speak most to them. This data gives us some really important indications of how to align messaging and products for different audiences.
- Understanding is the holy grail — The more a familiar and knowledgeable a respondent was in technology in general and blockchain in particular, the higher the likelihood that they will see strong potential in the technology. In this regard, DLT separates itself from other similar technicalities such as IoT. This information can help marketers regroup their messaging to potential clients and audiences.
- We have a long way to go —Tough challenges still face the industry in terms of wider consumer sentiment. This may be the next internet, but in order to make it happen, the technology needs to make strides in becoming more accessible to the general public.
There appears to be a knowledge bubble in the world of blockchain which can be dangerous for the future of the tech if a riff between mavens and the general public continues to grow. With so much misinformation out on the potential and importance of blockchain and other DLT technology, we decided to close the knowledge gap by first discovering what the general public knows and feels about decentralization.
