We analysed the top 100,000 searches related to blockchains, crypto and web3 technologies to better understand audiences in this space. What do they care about and, most importantly, what are the intentions behind their searches?
21% of all blockchain and web3 searches are related to learning
-ColdChain Agency
A massive 1 in 5 searches for crypto/blockchain and web3 related technology is related to learning and education. This means that there is a huge opportunity for projects in the space to help their audiences by supporting their learning journey.
We analysed and qualified searches with learning intent by classifying 17,000+ queries that include “what is”, “how to”,”best”,”meaning & definitions”, “courses” and “where to”:
“What Is” has the highest volume and requires short and simple answers to the questions. Whereas “How To” has the highest number of different searches (frequency) and require more detailed content and guides to help these searchers.
Where do web3 searchers require to most guidance? An incredible 41% of searches related to NFTs require answers to specific questions and 38% of wallets require guidance. This data goes to show how early we are right now in the web3 space , with such a high propensity of users requiring help to understand and take actions:
The data above reinforces what we know about the web3 space. The usage of protocol and web3 technical terminology is currently restricting the ability for mainstream adoption. Any project that is building in this space will need to better understand their audience, their needs and simplify their content to help them do what they want. Creating a content strategy and incorporates education is will be the foundation of any project that has ambitions for growth.
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