SURVEYING SECOND LIFE
Last month, the renowned market research solutions provider Global Market Insite conducted what is, to my knowledge, the broadest survey of consumer opinion of Second Life to date. Of their nearly 10,000 respondents, just 479 were Second Life users, but even that number is one of the largest, rigorously collected sample of Resident opinion so far. Their key finding for marketers, of course, is that 78% of those surveyed said real world advertising in SL would positively influence their real world purchasing decisions. I reported on that yesterday for GigaOM. But that was just one question in a much larger survey, and thanks to Jensen Gadley of GMI, I'm able to present the full survey here, after the break.
Their sample skews, I should note, toward relatively newer Residents: a full 89% have been members of SL for just a year or less. For that reason, perhaps, the skew is slightly different demographically than Linden Lab's own figures: 66% of respondents are male, 45% live in a major city, and 51% are 29 or under. (In LL's recent cumulative data, Residents are 59% male, and median age is 32. Last year, at least, Residents activity was based in primarily in small cities, though that may have changed since.)
Some highlights of the GMI report:
- 65% have a college degree or higher; nearly 40% earn $90,000 or more in annual household income.
- 70% are married or co-habitating; nearly 60% have one child or more.
- Most respondents are relatively casual users, with 68% in-world 10 hours or less per week.
- Almost exactly half say their moral behavior in-world is slightly different than it is in real life.
- Nearly a quarter play as another gender (not too surprising) and as another race (somewhat surprising), and as a different nationality (quite surprising), while 11% have an avatar of a different political orientation (very surprising, at least to me.)
Again, that's just a sample. The full GMI report after the break; read and discuss!
SL Usage/Attitudes among GMI Respondents
How long have you had your Second Life account?
13% Less than a month
22% 1-2 months
37% 3-6 months
17% 7-12 months
11% More than a year
When is the last time you logged into Second Life?
16% Today
24% Yesterday
19% Two days ago
15% Last week
13% Last month
6% Other
7% Don’t know
How much time do you spend in Second Life during a typical week?
38% 1-5 hours
30% 6-10 hours
15% 11-15 hours
6% 16+ hours
11% Don’t know
Where do you typically access Second Life? (pick all answers that apply)
90% At home
27% During work
13% At an internet café
Why do you spend time in Second Life?
24% To escape real life which I am not satisfied with
15% To be someone else and create my own cool avatar
24% Because it is a creative outlet for me
11% To play and interact with other online community members
3% To enable me to fulfill the fantasies I can’t fulfill in real life
2% To buy virtual estate/property
3% To buy/evaluate products that help me in my real life
3% To get freebees
4% To make new friends at home and all over the world
2% To search for information that helps me in my real life
1% To make money
3% Other
5% Don’t know
Do you have a different level of morals in Second Life compared to real life?
47% Yes, definitely
46% About the same
7% Don’t know
Do you introduce yourself differently/have a different identity in Second Life?
64% Yes
31% No
5% Don’t know
What do you present differently about yourself? (pick all answers that apply)
23% Different gender
22% Different skin color
37% Different age – younger
19% Different age – older
24% Different nationality
45% Better looking body image and physical appearance (slimmer, taller, etc.)
11% Different political orientation
7% Other
5% Don’t know
Where do you have more friends?
60% In real life
22% In Second Life
14% About the same
4% Don’t know
Do you feel Second Life interferes with your social life in the real world?
28% Yes
68% No
4% Don’t know
Do you feel uncomfortable when you don’t have access to the Internet and you can’t log into Second Life?
39% Yes
58% No
3% Don’t know
What do you do less of now that you are active in Second Life? (pick all answers that apply)
54% I watch less television
16% I spend less time with my friends and family
16% I work less
14% I don’t work out/do sports as much
20% I don’t sleep as much
13% I don’t go shopping as much
17% I don’t read as much
6% Other
16% Don’t know
Are you more likely to purchase/use a brand in real life that is represented in Second Life?
37% Yes, definitely
41% Maybe
16% No, not at all
6% Don’t know
Do you think Second Life is a good medium to promote a brand or a new product?
56% Yes, definitely
36% Maybe
3% No, not at all
5% Don’t know
Do you use Second Life in business?
89% No
6% Yes
5% Don’t know
Do you think democracy is important in Second Life?
63% Yes
23% No
14% Don’t know
Did you ever cancel your Second Life account because it didn’t live up to the hype?
22% Yes
73% No
5% Don’t know
Real world demographics of GMI respondents
|
POPULATION |
Count |
Total Column % |
|
I live in a major city (500,000 person population or more) |
45.93 % |
|
|
I live in a smaller city (between 100,000 and 500,000 person population) |
25.05 % |
|
|
I live in a town (between 20,000 and 100,000 person population) |
14.41 % |
|
|
I live in a village (less than 20,000 person population) |
5.43 % |
|
|
I live in a completely rural area (scattered population) |
9.19 % |
|
|
Total |
100 % |
|
Marital status |
Count |
Total Column % |
|
Married |
50.94 % |
|
|
Single, living with somebody |
19.42 % |
|
|
Single, living alone |
23.17 % |
|
|
Separated |
1.46 % |
|
|
Divorced |
2.92 % |
|
|
Widowed |
1.25 % |
|
|
Prefer not to answer |
0.84 % |
|
|
Total |
100 % |
|
Annual personal income |
Count |
Total Column % |
|
Less than $18, 150 |
9.81 % |
|
|
$18, 151 - $36, 300 |
10.86 % |
|
|
$36, 301 - $54, 450 |
18.79 % |
|
|
$54, 451 - $90, 750 |
27.77 % |
|
|
$90, 751 - $145, 200 |
20.67 % |
|
|
$145, 201 or more |
8.77 % |
|
|
Prefer not to answer |
3.34 % |
|
|
Total |
100 % |
|
Annual household income |
Count |
Total Column % |
|
Less than $18, 150 |
6.68 % |
|
|
$18, 151 - $36, 300 |
9.81 % |
|
|
$36, 301 - $54, 450 |
13.57 % |
|
|
$54, 451 - $90, 750 |
26.51 % |
|
|
$90, 751 - $145, 200 |
26.72 % |
|
|
$145, 201 or more |
12.94 % |
|
|
Prefer not to answer |
3.76 % |
|
|
Total |
100 % |
|
Household size |
Count |
Total Column % |
|
One |
13.57 % |
|
|
Two |
25.26 % |
|
|
Three |
24.22 % |
|
|
Four |
20.04 % |
|
|
Five |
10.44 % |
|
|
Six or more |
6.47 % |
|
|
Total |
100 % |
|
Children 18- |
Count |
Total Column % |
|
None |
39.61 % |
|
|
One |
28.26 % |
|
|
Two |
21.01 % |
|
|
Three |
6.04 % |
|
|
Four |
3.38 % |
|
|
Five or more |
1.69 % |
|
|
Total |
100 % |
|
Children Age/Gender - Boys |
Count |
Total Column % |
|
1 - 2 |
25.79 % |
|
|
3 - 4 |
17.89 % |
|
|
5 - 6 |
13.16 % |
|
|
7 - 8 |
17.37 % |
|
|
9 - 10 |
13.68 % |
|
|
11 - 12 |
12.11 % |
|
|
13 - 15 |
12.63 % |
|
|
16 - 17 |
13.68 % |
|
|
18+ |
3.68 % |
|
|
Total |
100 % |
|
Children Age/Gender - Girls |
Count |
Total Column % |
|
1 - 2 |
16.36 % |
|
|
3 - 4 |
15.15 % |
|
|
5 - 6 |
16.97 % |
|
|
7 - 8 |
15.15 % |
|
|
9 - 10 |
13.94 % |
|
|
11 - 12 |
12.12 % |
|
|
13 - 15 |
21.82 % |
|
|
16 - 17 |
12.12 % |
|
|
18+ |
4.85 % |
|
|
Total |
100 % |
|
Years of Educ. |
Count |
Total Column % |
|
Primary |
8.77 % |
|
|
Junior secondary |
2.30 % |
|
|
Senior secondary |
11.69 % |
|
|
Post-secondary technical |
11.06 % |
|
|
University undergraduate |
38.41 % |
|
|
Postgraduate (masters degree) |
22.76 % |
|
|
Postgraduate (doctorate degree) |
5.01 % |
|
|
Total |
100 % |
|
Occupation/Employment |
Count |
Total Column % |
|
Employed full-time (by someone else) |
58.87 % |
|
|
Employed part-time (by someone else) |
7.52 % |
|
|
Self-employed |
12.11 % |
|
|
Temporarily unemployed (looking for work) |
2.51 % |
|
|
Retired |
2.09 % |
|
|
Homemaker |
4.38 % |
|
|
Full-time student |
11.90 % |
|
|
Other |
0.63 % |
|
|
Total |
100 % |
|
Company Industry |
Count |
Total Column % |
|
Aerospace and Defense: Products, Maintenance, and Services |
1.97 % |
|
|
Banking |
8.30 % |
|
|
Chemicals: Agriculture, Plastics, Fibers, and Coatings |
1.31 % |
|
|
Computer Hardware: PC, Data Storage, Networking, and Peripherals |
5.46 % |
|
|
Computer Software and Services: Entertainment, Database, Networking, and Data Processing |
10.70 % |
|
|
Conglomerates |
1.31 % |
|
|
Consumer Products - Durables: Appliances, Lawn, Garden, Toys, Jewelry, and Photography |
1.09 % |
|
|
Consumer Products - Non-Durables: Apparel, Personal Care, Office Supplies, and Luxury Goods |
1.53 % |
|
|
Diversified Services: Security, Human Resources, Education, Non-Profits, Rentals, and Customer Service |
4.59 % |
|
|
Drugs and Pharmaceuticals: Manufacturing, Discovery, Vitamins, and Diagnostics |
0.87 % |
|
|
Electronics and Miscellaneous Technology: Semiconductor, Scientific and Technical Instruments, and Distribution |
2.62 % |
|
|
Energy - Oil and Gas: Exploration, Production, Services, and Distribution |
2.40 % |
|
|
Financial Services: Asset Management, Investment Firms, Mortgage Banking, and Services |
3.28 % |
|
|
Food, Beverage, Tobacco, and Agriculture |
2.84 % |
|
|
Health Products/Medical and Healthcare Services: Medical Instruments, Home Care, Practices, and Distribution |
5.90 % |
|
|
Insurance: Life, Accident, Title, and Reinsurance |
1.75 % |
|
|
Leisure: Travel, Lodging, Gaming, Sports Teams, and Restaurants |
1.53 % |
|
|
Manufacturing and Construction |
6.33 % |
|
|
Marketing, Market Research, Advertising, and Journalism/PR |
0.87 % |
|
|
Materials, Construction, Wood Products, and Waste Management |
0.66 % |
|
|
Media: Broadcasting, Movies, Publishing, Internet, and Online |
1.75 % |
|
|
Metals and Mining |
1.09 % |
|
|
Mining/Timber/Fishing |
0 |
0 % |
|
Real Estate |
2.84 % |
|
|
Retail |
7.64 % |
|
|
Specialty Retail |
1.09 % |
|
|
Telecommunications |
2.62 % |
|
|
Transportation: Airlines, Trucking, Shipping, Rail, Bus, and Taxi |
1.75 % |
|
|
Transport Equipment: Automotive, Trucks, RV, Rail, and Boats |
0.87 % |
|
|
Utilities |
3.06 % |
|
|
I am a student |
12.01 % |
|
|
Total |
100 % |
|
Job Occupation |
Count |
Total Column % |
|
Architecture and Engineering Occupations |
3.97 % |
|
|
Arts, Design, Entertainment, Sports, and Media Occupations |
4.47 % |
|
|
Business Development, Financial Operations, Risk Management, and Accounting Occupations |
11.17 % |
|
|
Community and Social Services Occupations |
2.48 % |
|
|
Computer, Information Technology, and Mathematical Occupations |
24.07 % |
|
|
Construction and Extraction Occupations |
1.99 % |
|
|
Education, Training, and Library Occupations |
5.46 % |
|
|
Executive Management, Executive Leadership, and Executive Operations Occupations |
8.19 % |
|
|
Facilities, Building, and Grounds Cleaning and Maintenance Occupations |
1.49 % |
|
|
Farming, Fishing, and Forestry Occupations |
0.74 % |
|
|
Food Preparation and Serving-Related Occupations |
3.72 % |
|
|
Healthcare Practitioner and Technical Occupations |
4.22 % |
|
|
Healthcare Support Occupations |
4.22 % |
|
|
Installation, Maintenance, and Repair Occupations |
1.24 % |
|
|
Legal Occupations |
1.99 % |
|
|
Life, Physical, Social Science, and Market Research Occupations |
0.50 % |
|
|
Military-Specific Occupations |
0.74 % |
|
|
Office and Administrative Support, Purchasing, Human Resources, Customer Support, and Communications Occupations |
4.71 % |
|
|
Personal Care and Service Occupations |
0.74 % |
|
|
Product Management, Research and Development, Strategic Planning, and Operations Occupations |
1.74 % |
|
|
Production Occupations |
1.49 % |
|
|
Protective Service Occupations |
0.74 % |
|
|
Sales, Account Management, Marketing, and Advertising Occupations |
5.21 % |
|
|
Skilled Craftsman Occupations |
2.73 % |
|
|
Transportation and Material Moving Occupation |
1.99 % |
|
|
Total |
100 % |
|
Occupational Level |
Count |
Total Column % |
|
Managers and senior officials |
27.79 % |
|
|
Professional occupations |
29.03 % |
|
|
Associate professional and technical |
10.17 % |
|
|
Administrative and secretarial |
9.68 % |
|
|
Skilled trades occupations |
7.44 % |
|
|
Personal service occupations |
4.22 % |
|
|
Sales and customer service occupations |
7.20 % |
|
|
Process, plant, and machine operatives |
0.99 % |
|
|
Unskilled or elementary occupations |
3.47 % |
|
|
Total |
100 % |
|
Age groups |
Count |
Total Column % |
|
18-29 |
51.36 % |
|
|
30-44 |
36.53 % |
|
|
45-64 |
12.11 % |
|
|
Total |
100 % |
I'm actually surprised the ratio of new residents to old isn't higher given how much the numbers have grown since 1 year ago. Based on current registration count, and defining "new residents" as registered < 1 year ago, new residents make up 97% of the population.
Posted by: Peter Haik | Tuesday, May 01, 2007 at 06:16 AM
For the question on how avatars present themselves - the same or differently from their real life personas, did the firm look at gender differences? Just curious about more data to follow on Nick Yee's data from WoW (http://terranova.blogs.com/terra_nova/2005/07/new_daedalus_de.html) showing that 55% of female characters were being played by men (but very few male characters were being played by women)
Posted by: Brainy Aleixandre | Thursday, May 03, 2007 at 01:14 PM