In Second Life, 'Main Street' Dominates Corporate Stores

"Four years after Second Life debuted, some marketers are second-guessing the money and time they've put into it... Firms find that avatars created by participants in the online society aren't avid shoppers."

"For some advertisers, the problem is that Second Life is a fantasyland, and the representations of the people who play in it don't have human needs. Food and drink aren't necessary, teleporting is the easiest way to get around and clothing is optional. In fact, the human form itself is optional.

Avatars can play games, build beach huts, dress up like furry animals, flirt with strangers - sometimes all at once. Their interests seem to tend toward the risque."

..."Land developed by users, rather than real-world companies, is among the most popular places in Second Life..."

Thanks to Slashdot