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Monday, October 01, 2007


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Dirk Singer

In fact, as reported last week, Second Life has the highest rates of loyalty and 'stickiness' of any social network. Rather than 12 mins per month, the real figure is 5 hours, 29 mins. Quite a difference. See:


Gwyneth Llewelyn

I got 44 hours/month by calculating just the active accounts in June; almost 3 hours/month if you take the whole number of accounts (including inactive ones)...

I can't figure out where those "12 minutes" have come from! Certainly not from LL's published statistics!


LL does have some internal statistics and breakdowns they don't always publish (because there's many ways of looking at the numbers) but the twelve minutes a month befuddles me as to where it can come from.

It must be some average between non-users and users, because most sessions are pretty long.

Joey Seiler

Thanks for bringing the confusion to my attention. I just wanted to let you know that I just followed up with Christopher Collins, the analyst from the study. They've temporarily pulled the report and are looking to republish next week: http://tinyurl.com/yv43vr

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