Los Angeles Times: Virtual marketers have second thoughts about Second Life
Firms find that avatars created by participants in the online society aren't avid shoppers.
On its website, Second Life says the number of total residents is more than 8 million. But that counts people who signed in once and never returned, as well as multiple avatars for individual residents. Even at peak times, only about 30,000 to 40,000 users are logged on, said Brian Haven, an analyst with Forrester Research.
"You're talking about a much smaller audience than advertisers are used to reaching," Haven said.