Dr. EdTech

Views & ReViews on Digital Gadgets For Us Baby Boomers!

Second Life, Second Class?

In this morning’s issue of The Wall Street Journal, Marketplace section, Media & Marketing page “Marketers Explore New Virtual Worlds” Emily Steel writes “A year ago, on-line virtual world Second Life was being hailed as the next big phenomenon.” and Ruben Steiger, CEO of Millions of Us, a company that builds marketing campaigns in virtual worlds says “This is now a category rather than a single phenomenon…we’ve moved beyond Second Life.”

The article notes the failed marketing efforts to draw traffic to Second Life citing Media Metrix’s figures of only 235,000 unique visitors last month compared to 4.4 million registering at zwinktopia and six million at webkniz.

Apparently, the required download and difficult navigation “were off-putting.” And “I’m like most people with Second Life. I became a member to check it out and never went back,” says Eric Hirshberg, chief creative officer of Interpublic Group’s Deutsch LA

The article closes with a quote from Jonathan Nelson, special advisor to Omnicom CEO John Wren “People have been ignoring the fact that there are 12 other virtual worlds out there that have hundreds of thousands of visitors.” (see list at end of post)

Included in the article is a chart displaying in millions the total U.S. visitors to these sites during September 2007 and the percentage increase from the previous year. I’ll post it here as soon as I figure out how!

(webkinz.com; clubpenguin.com; zwinky.com; neopets.com; millsberry.com; IMVU.com; barbiegirls.com; gaiaonline.com; habbo.com; redlightcenter.com; kaneva.com; secondlife.com)

October 23, 2007 - Posted by | Education-related, Second Life, SL | , , , , , , , , , ,


  1. Richard,

    I read the same article. But then I also read
    several others that had both mixed or positive
    views. Once people figure out its a medium and
    not a destination, the better. When I first
    started using the web (text links, limited
    graphics, etc) there were also nay-sayers. Now
    with Web 2.0 features, I couldn’t imagine life
    without the web.

    I say let’s give it time.

    Comment by cj | October 30, 2007

  2. Hey…here’s a follow on to this thread.
    Pam sent me this link:
    Check it out

    — cj

    Comment by cj | November 13, 2007

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