Market Truths has released a report that provides a snapshot of the Second Life market for wearable items as of the first quarter of 2008. It is based on 513 responses from a survey conducted in March 2008. The report discusses what types of avatars people choose (e.g., human, animal, etc.), what types of wearable items they buy in SL and RL, how often they browse for wearable items in SL and RL, and linkages between consumer behavior relating to wearable items in RL and SL. It also discusses satisfaction among SL wearable customers and what wearable items people would like to buy for their avatars that they have been unable to find.
Second Life price: L$5000 (Research Panel members: L$4000)
(buy at http://slurl.com/secondlife/market%20truths/50/185/35)
Real life price: US$50 (buy at http://sl.markettruths.com/reports/report.asp?7)
Contents
Executive Summary
Key Points
Type of Avatar
Browsing and Purchasing for Avatars
* Purchases
* Browsing Behavior
* Women’s Personal SL Style
* Method of Shopping
* Customer Satisfaction
* Unmet Needs
RL Consumer Behavior
* Purchases
* Browsing Behavior
* Relationships Between RL Store Preferences and SL Consumer Behavior
SL Marketing Implications
* Menswear
* Shoes
* Conservative Styles
* Customer Assistance
* Permissions
* Encourage Browsing
RL Marketing Implications
* Evaluation of New Styles
* Promotion
Appendix A: Methodology
Statistical End-Notes