Nic Mitham, Founder, K Zero
Virtual World Research & Consulting

Demographics & numbers:
Where things are &
where they are heading
A presentation given at Virtual Worlds Expo,
San Jose, Oct 10 2007

Growth sectors
Market
Diversification
New
development
Markets
Market Product
Current
penetration development
Products
Current New

Market penetration
Current products into current markets
Word of mouth continues to work - viral element
Media assists in growth - circle of three
Advertising? - can’t rely purely on PR
Ageing of younger popn from Club Penguin, Whyville,
Habbo etc

Market development
Current products into new markets
New countries - Eastern Europe, South America, Asia
Older dems and groups - Silver Surfers
Corporate communities - IBM
Educational growth - Whyville

Product development
New products into existing markets
Easier user interfaces / better orientation - bridges
adoption gap into early majority
Web-based remote viewers
Mobile devices
Other worlds - There, Kaneva, HiPiHi for example
Google My World

Diversification
New products into new markets
Category centric ‘Vertical worlds’ - Football Superstars
Platform centric - PlayStation Home
Cross-world avatars
Grows total population, not total unique users

Growth projections: Q4 07 - Q4 08
Registered accounts
Second Life: 10m to 20m
There: 1m to 7m
Kaneva: 0.6m to 3m
HiPiHi: 0m to 10m
Whyville: 3m to 10m
Club Penguin: 15m to 30m
Football Superstars: 0m to 3m

www.kzero.co.uk
nic@kzero.co.uk