Latest GMI Poll Reveals Second Life's Potential for Virtual Consumer Marketing and Branding

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Fifty-six percent of U.S. respondents regard Second Life as a good promotional vehicle.

Second Life is still in its infancy, and nobody knows if this virtual world has true staying power or is just a fad

The latest GMI Poll, powered by global market intelligence solutions provider GMI (Global Market Insite, Inc.), found the virtual world of Second Life is a burgeoning market for real-life brands and product promotion. Fifty-six percent of users believe Second Life is a good promotional vehicle. Only 16 percent say they would not be more likely to buy or use a brand that is represented in the Internet-based virtual world. In Second Life, residents can explore, socialize, participate in individual and group activities, and create and trade virtual property and services with one another.

GMI interviewed 9,529 consumers, representing a broad sample of the U.S. population aged 18 and above. The interviews were conducted online among GMI's permission-based consumer panel using GMI's data collection software.

"Second Life is still in its infancy, and nobody knows if this virtual world has true staying power or is just a fad," explained Michael Cai, director, broadband and gaming at Park Associates, a Dallas-based market research and consulting firm specializing in digital and connectivity products and services for the home. "What is clear from the GMI poll is that Second Life is a potential, untapped source for marketing and branding. The people at Linden Lab have the opportunity to build out a new platform for promotion, much like Yahoo and Google did for the internet."

The poll also revealed that many Second Life users go to the virtual world to avoid reality. Twenty-four percent of respondents claim they go to Second Life to escape real life, which they are not satisfied with, while 64 percent present themselves differently. Additional findings include:

  •     45 percent give themselves a more attractive body
  •     37 percent make themselves younger
  •     23 percent give themselves a different nationality
  •     55 percent watch less television since becoming active in Second Life
  •     22 percent have more Second Life friends than real-life friends
  •     29 percent feel Second Life interferes with their real-world social life

About GMIPoll
The Second Life GMIPoll surveyed a total of 9,529 U.S. consumers between March 27th and April 9th, 2007 on the GMI platform. Additional Second Life polls were conducted in Australia, China, Denmark, France, Germany, the Netherlands, Norway, Sweden and the UK. For more information about GMIPoll, please contact GMI (Global Market Insite, Inc.) at info @

About GMI
GMI (Global Market Insite, Inc.) is the only provider of integrated solutions for global market intelligence for market research firms and Global 2,000 companies. Solutions include market research software, desktop analysis tools, 24x7x365 service bureau, and one of the world's largest, highly profiled, double opted-in managed panels, providing reach to six million consumers in 200+ countries. Founded in 1999 with world headquarters in Seattle, Wash., GMI has operations on five continents. In 2006, the company ranked #93 in Inc. Magazine's Inc. 500. For more information, please visit us online at or email us at info @

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