Second Life Entertainment Study Released: SL Accounts for More Time Than All Other Forms of Entertainment Combined

According to the newly released Market Truths research study, Second Life Entertainment Market, 80% of avatar time in Second Life is spent on entertainment activities, totaling just over 16 hours per week – more than all other forms of their real life entertainment combined.  According to the study, the median time spent on other forms of computer-related entertainment is just 4 hours per week, and 10 hours per week for non computer-related entertainment.

Among other things, the study examines the linkages between RL entertainment behaviors and preferences and those same behaviors and preferences in SL.  It includes notes on both SL and RL age and gender differences, as well as commentary on RL geographic preferences for entertainment activities in SL and RL.

The study concludes by pin-pointing some underserved entertainment categories in SL. 

Market Truths has priced their 41-page research report to appeal to in-world businesses, and at $50 (US) or L$5000, it is an enormously valuable service to the business community there.  However, for real life businesses looking at SL for marketing, this is the type of market research you would pay RL thousands for.  Grab it and read it carefully for the behavioral insights it contains.

The timing and findings in the study are particularly salient given the recent “disillusionment” reports (registration required) in the mainstream media.  This research directly contradicts last weekend’s LA Times article that stated avatars don’t shop.

In fact, shopping is the number one reported SL entertainment activity, going head to head with traveling.  Dancing, and conversation with known and new people round out the top five.  Team sports garner the least amount of SL entertainment time.

The top preferred SL entertainment activities do differ from RL, but shopping is at the top of the RL list as well, with discussion and conversation showing up in the RL top five.  Surprising to me was that driving for entertainment was the #2 RL entertainment activity (by frequency in the last year).

The study reports on preferences between RL and SL participation, and extensively discusses reasons why certain activities are more preferred in SL than in RL.  Some reasons are expected (cost), but several others offer some important insights for marketers.

Market Truths has also segmented the sample research population into Abstainers, Solitary RL, Discoverers, Entertainers, Creators, and RL Actions, examining the types of entertainment activities each particpate in.

Here is the Market Truth’s study breakdown of Second Life Entertainment (frequency in the last year).  There are several other graphs and charts in the full report.

The full report along with the research methodologies used is available for purchase here.

Note:  Although my company has partnered with Market Truths to offer the research service, Virtual Brand Answers, I have no connection or involvement with this or any other existing Market Truths research or reports.

July 16, 2007

Comments

[csven]

"in fact, shopping is the number one reported SL entertainment activity"

Something I believe most of us involved with SL already knew. But the LA Times article did qualify their comment:

"shopping, at least for real-world products, isn't a main activity"

The problem obviously isn't shopping, it's pulling in our Attention. Most real world brands aren't succeeding at this. That's all there is to it. And for those who've known only how to push their product in front of consumer eyeballs, Second Life isn't just a difficult environment, it's a slap in their professional face.

Not everyone lives by "fail often, fail early". Some just fail.

[Linda]

csven, you have hit the proverbial nail on the head. I'm hoping some real world marketers will pick up the report and spend some quality time with it. Reading it carefully can tell them alot about the SL consumer.

I agree - SL is not a difficult environment, just a different one. It is one that challenges organizations who are addicted to immediacy.

I continue to find that SL and RL consumers value what organizations offer. We're all just begging them to take the time to 'get us.'

Thanks for pointing out the LA Times qualifier.