Virtual worlds represent a new and increasingly commercial medium, and Strategy Analytics is launching a benchmark service to explore the business benefits, consumer drivers, and critical success factors. The analysts describe virtual worlds as an evolutionary step in convergence, a new frontier. Their benchmark initiative aims to put real world metrics on virtual world program attributes, such as perceived engagement.

While virtual worlds, such as Second Life have attracted millions of early adopters, virtualphiles and evolving gamers for several years, only recently has the marketplace appeared to have turned the corner toward serious commercialization. Through programs of qualitative and quantitative research, Strategy Analytics is examining the challenges facing corporate attempts to attract and motivate consumers, develop internal applications, and address the needs of potential business-to-business customers in virtual worlds.

"Virtual worlds represent an evolutionary step in the convergence of digital content, the internet, and consumer behavior through digital devices. Strategy Analytics is exploring the factors necessary to succeed in this environment," said Harvey Cohen, President of Strategy Analytics. "Companies like IBM, Cisco, Dell, Vodafone, GE, and Intel are pioneers in this commercialization. Strategy Analytics analysts are focusing on the metrics for success and the drivers for consumer adoption."

"By combining the Strategy Analytics Consumer Lab process to assess user experiences with the knowledge base from our Digital Consumer Practice, we have begun the process of benchmarking critical success factors for this rapidly emerging medium," said Kevin Nolan, Director for the Strategy Analytics Consumer Labs.

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