Avatar anthropomorphism continuum: A blockchain-based data analysis of avatar skin purchases in the metaverse

Avatars, users’ visual embodiments in metaverses and games, have become central to virtual economies and vectors for marketing strategies due to users’ desire to personalize their appearances. In this study, we empirically investigate two years of avatar skin purchases in Decentraland, recorded transparently on the blockchain, to better understand the actual choices users make for their embodiment, focusing on anthropomorphism—how human-like the avatar is. Our results, summarized as the Avatar Anthropomorphism Continuum, indicate users’ prioritization of body completeness for embodiment over body likeness (and even more over head likeness) and offer a view of avatar purchases regarding anthropomorphic features. Our results show that users have consistent purchase preferences that tend to evolve toward greater human-likeness. This contribution could provide the basis for a recommender system and help practitioners adjust their offerings.