Real Life Brands in Second Life (Q3 2008)

Nov 2008

This report provides a snapshot of Second Life (SL) residents’ attitudes toward real life (RL) brands in SL as of the third quarter of 2008. It is based on a survey of SL residents, with comparisons made to results of two similar surveys conducted with different SL residents in 2007. It also includes observational data collected within SL about the SL activities of the top (as measured by the survey) RL brands. It covers general attitudes toward RL brands in SL, how SL residents perceive the SL presence of RL brands that already have one, how encountering brands in SL has influenced RL brand perceptions, how SL residents would react to various marketing tactics RL brands could use in SL, and how those reactions vary depending on pre-existing brand attitudes. It also discusses consumer behavior resulting from exposure to RL brands in SL.

Academic pricing is available for this report. For details please contact us.

Second Life price: L$12500 (Research Panel members: L$11500)

Real life price: US$100

Table of Contents

  • Executive Summary
  • General Attitudes Toward RL Brands in SL
    • Overall Attitudes
    • Expected Effects and Consequences of RL Brands in SL
    • Differences in Perceptions of Attitudes and Consequences
  • Exposure to RL Brands Currently in SL
  • Marketing Tactics
  • Consumer Behavior
    • Word-of-Mouth
    • Evaluation of Products in RL
    • Purchase of RL Products
  • New Opportunities
  • Appendix A: Methodology
    • Sample Demographics
    • Sample Psychographics
    • Differences and Comparisons
  • Statistical End-Notes

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