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BizReport : Research archives : April 30, 2007

37% would buy a brand seen in the virtual world

The virtual world has never been so open to advertisers. The question is, should marketers jump on the virtual world bandwagon while the world is still being built?

by Kristina Knight

According to the most recent Global Market Insite poll, 56% of Second Life users said the virtual world is where they look for promotional information. Another 37% went on to say that they would buy a brand that is represented within Second Life in real life.

Still, many marketers have questions about the virtual world, and with good reason.

Other survey results indicate that many Second Life users actually create characters, not replicas of themselves. According to the survey, 37% are older that their avatars, 23% are a different gender than their avatars and 22% are of a different race. The survey indicates that only 19% of users say they are younger than their avatars.

The question remains, should advertisers jump into the virtual world? A good option would be to invest a little time, energy and money into the virtual world, but keep that small amount balanced with other forms of online advertising that are proven to work: paid search, display, online video and text ads are currently the biggest online advertising "gets". By balancing the virtual world with the online world, advertisers will be ready when and if the virtual world becomes a real world heaven.

Tags: online advertising, Second Life, virtual marketing

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