Market Truths has released a report that compares US Second Life (SL) participants to international SL participants and to the US general population in terms of their psychographics and use of twenty-five different types of traditional and new media. It also describes psychographic segments that are present within SL and the general population and explains how the distribution of those segments varies between international SL participants, US SL participants, and the general population in the US. In addition to describing the characteristics of each segment, the report also compares and contrasts media use by segment.
“Psychographics” is a term used to refer to characteristics such as values, interests, and personality. Psychographics are used to inform a variety of marketing decisions, such as target market selection and development of promotional messages, because psychographics tend to be better predictors of attitudes and behaviors related to products and services than demographics such as age, gender, etc. are.
The report is based on a survey of 918 respondents.
Second Life price: L$25000 (Research Panel members: L$24000)
(buy at: http://slurl.com/secondlife/market%20truths/50/185/35)
Real life price: US$200 (buy at: http://sl.markettruths.com/reports/report.asp?6)
Table of Contents
Executive Summary
Key Points
Introduction to the Psychographic Segments
* Characteristics Used to Form Segments
* Segment Descriptions
Segment Composition and Distribution
* Second Life Versus the General Population
* SL Participants From the US Versus Those From Other Countries
* Demographic Differences
The Segments in SL
* SL Age Differences
* Hours in SL
* How and Why SL is Used
Media Consumption
* Online and Other Computer-Based Media
* Audio
* Video
* Print (and Electronic Version of Print Publications)
* Mobiles and Handheld Devices
* Summary of Usage Differences
* Media that Complements and Competes With SL for User Time
Marketing Implications
* Globalization
* The Attraction of Digital Media
* Reaching Target Markets Within SL
* Tailoring Interaction and Messages for Specific Segments Within SL
* Integrating SL and Other Media
Appendix A: Methodology
Statistical End-Notes