Second Life Demographics Update

My previous blog “Rethinking Second Life Demographics” has attracted quite some search engine traffic from people who are looking for Second Life user demographics.  Since the original demographic information that I linked to was a little old, I would like to point my readers to a newer and more authoritative demographic information source: Linden Lab itself.  If you visit this Linden Lab’s Economic Statistics page, on the right side of the page, there is a link that allows you to download key metrics in an Excel (among other) format. The Excel file contains a worksheet called “Demographics” that provides information on SL users’ country of origin and usage hours by age and gender.

To give you a flavor of what is included there, here are some sample pieces of information provided by the latest (July 2008) key metrics:

1. Top 10 Countries by active user hours: US, Germany, UK, Japan, France, Brazil, Canada, Netherlands, Italy, and Spain.

2. Ranking of age segments by % of active hours logged: 25-34, 35-44, 45+, 18-24, and 13-17.

3. Males logged more active hours than females by an approximate ratio of 60/40.

The same Excel file also provides information on key SL economics, such as SL land ownership, business transactions, and LindenX currency exchange activities.

Rethinking Second Life Demographics

When a technology innovation appears on the horizon, one would stereotypically expect that the younger generation will sign on to it faster than older adults. This was the same expectation I had with Second Life. Like many people, I thought of Second Life as a playground for mostly Gen Y’s and the occasional Gen X’s. As I am about to reach 33, I thought I would be “old” in SL. But my two recent encounters in SL made me rethink this issue.

The two avatars that I encountered in these situations were both in their mid-fifties. They were very adept at creating their own images and environments within Second Life, much better than a newbie like me is able to. Entering into the interaction, I never intended to find out about their real-life age, but it somehow just came out during the conversation. Both avatars were very kind and helpful, both were happy with their real life, and both expressed a newly found youthfulness in Second Life, as if they were taken back to that time when they were much younger.

These conversations made me rethink the value of SL to different age groups and the real-life demographics of SL participants. If we were to look at three generations of people: the baby boomers and above, the Gen X, and the Gen Y and younger groups, it is actually not that difficult to see the appeal of SL to the first group. As the idea of living a second life allows someone to create an ideal self that s/he cannot fulfill in real life, Second Life allows the older generation to either relive or recreate their life. Now that most of their kids have grown up, they also have much more time to enjoy the virtual world, once they master the technology needed to use it. For Gen Xers like me, in contrast, we are so busy dealing with our real-life responsibilities at home or at work that it is hard to find the time to truly escape to the wonderland. The even younger text-messaging generation may have more time but may not have the patience for the amount of time it takes for 3D worlds to load and function.

Of course, these thoughts came from only two recent encounters, and they are very likely to be biased. I do not have concrete data to support my argument. Digging around on the Internet only landed me on an older set of statistics on Second Life’s real-life demographics in early 2006, which showed a median age of 36. But I truly believe in the power of Second Life for the older generation. The sweeping Internet revolution has already brought this generation to be more on par with the rest of the population in terms of technology use, and it has prepared them for the even newer 3D Web. Once the technology barrier has been removed, these virtual worlds could mean great additions to their life that cannot be found anywhere else in real world. This may explain the findings I posted in a previous blog on how SL enhances individuals’ happiness in real life.

Happiness and Second Life

Although the 2006 EPN study on Second Life (PDF) is quite old judging by the Internet age, I have just discovered it as a newbie to SL.  What I find interesting in that report is the general conclusion of enhanced psychological health and happier life due to participation in Second Life.  Converging on a point I raised before in my blog, this report suggests that, for most people, SL does not threaten to replace real-life but rather functions as a supplement and extension of our real life.  It’s all interconnected in our own mind and therefore has a real impact on who we are as an individual.