Posted in online community

Not as many Americans in SL as assumed by many

If Web 2.0 is a bubble of hype, then surely Linden Lab’s Second Life is the shiniest bubble of them all. Companies from IBM, CNet, Reuters, American Apparel, Coldwell Banker and many more have established their presence in the metaverse, but a new study of Second Life finds that the expenditure may be wasted.

comScore reports that not only are there more Germans actively using Second Life than Americans, Europeans as a whole outnumber Americans by more that 3 to 1. The figures themselves look even worse than the ratios: only 207,000 people in the United States logged on to Second Life at least once in March. The statistics tracked unique users without considering frequency, so many of those visitors could have easily been one timers, signing up to a free account of the purpose of taking a look, never to return once confronted by sex clubs, casinos and flying male appendages.

It’s not all bad news for Linden Lab, European usage is on the rise with 777,000 active users in March, up 32% across Europe from January, 70% in Germany and 53% in France.

When you compare the billions of page views by millions of users at MySapce, to Second Life’s potential full unique user pool of 207,000 people across the same month, and then you consider that there is only a small chance they may visit your Second Life destination due to clunky in-world search and a smorgasbord of competing choices, the value proposition just doesn’t add up for US based business.

Second Life: Europeans Outnumber Americans 3 to 1

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I am a data & results driven Digital Media Influencer with over 15 years of experience in engagement, family marketing, scaling infrastructure and audience culture across a product’s lifetime from pre-launch to millions of users. Strategic Vision & Business Development: • Articulated corporate integrated digital marketing strategies for 10 children’s entertainment properties across multiple digital channels • Authored a comprehensive business plan for scalable online community infrastructure for internal and external partners and successfully participated in a thorough VC due diligence process • Increased sales revenue by 20% while managing 6 million dollars of annual revenue in existing business services. Production & Project Management: • Developed multiple 2D & 3D multi-player virtual worlds, online games & apps based on repurposed/original assets • Produced 12 animated 2-minute shorts for broadcast on television & developed animation production department workflows • Launched multiple major website redesigns to include more fan interaction • Led workflow & process optimization teams to improve operational effectiveness/productivity. Audience Engagement & Research: • Developed domestic and international audience research programs both on & offline for both parent and children audiences • Grew multiple audiences from pre-launch to tens of millions by using organic, as well as established marketing tactics. Team Management & Relationship Building: • Designed team management & organizational structures for multiple Web Content and Web Marketing departments including international remote teams of staff in North & South America, Europe and Asia. • Managed teams in multiple disciplines, including customer service, social media engagement, production, moderation, marketing, design, tech and content development. • Extensive client, vendor and partner management experience in television, licensing, digital, e-commerce & customer service industries

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