Market research Strategy Analytics has launched new research into various factors required to capitalize on virtual world trends, looking into consumer behavior, benefits to business and other issues.

The firm says "virtualphiles" and evolving gamers have historically been the main interest group for the market, but believes that the marketplace is now mainstreaming toward commercialization. The firm plans to analyze corporations attempting to attract and engage users and address their needs, in order to determine best practices and critical benchmarks.

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.

Strategy Analytics president Harvey Cohen commented, "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. 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."