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Running the Numbers on Second Life

There’s been dis­cus­sion lately about Sec­ond Life and how its reported num­bers seem to be off. Clay Shirky, on Val­ley­wag, has been decon­struct­ing the num­bers claim­ing that the emperor wore no clothes.

The funny thing is that this was coin­cid­ing with some research I’ve been doing to bet­ter under­stand whether Sec­ondLife is a flash in the pan of whether it holds real meat. Since Octo­ber, I’ve been tab­u­lat­ing the num­bers listed on their front page, once a week, on Mon­days. From there, I ended up with the fol­low­ing spreadsheet:

Date Total Res­i­dents Logged in last 60 days US$ spent in last 24 hours Lin­dex Activ­ity last 24 hours
11-Aug-06 493,563 225,028    
22-Oct-06 1,082,664 446,153 $460,979.00  
24-Oct-06 1,110,224 459,062 $519,914.00  
31-Oct-06 1,203,213 499,223 $531,768.00  
6-Nov-06 1,269,019 515,907 $613,793.00  
14-Nov-06 1,391,715 533,825 $548,912.00 $86,659.00
20-Nov-06 1,517,480 611,793 $656,020.00 $91,508.00
27-Nov-06 1,653,272 667,645 $624,537.00 $99,675.00
4-Dec-06 1,791,247 700,303 $654,750.00 $116,785.00
11-Dec-06 1,932,418 701,287 $626,187.00 $132,005.00
18-Dec-06 2,002,617 720,010 $696,210.00 $120,198.00
25-Dec-06 2,107,321 831,653 $721,341.00 $124,723.00
1-Jan-07 2,287,108 844,317 $803,790.00 $116,425.00

But the data itself wasn’t that inter­est­ing when it came to raw form. So I started think­ing about some of the things I could do with it. Cal­cu­lat­ing weekly growth rates was the first thing I looked into but, as more finan­cial data became avail­able, I also started look­ing at how US dol­lars to Lin­den dol­lars moved along. From there, I ended up with the fol­low­ing spreadsheet:

Date Total Res­i­dents Logged in last 60 days US$ spent in last 24
hours
Lin­dex Activ­ity last 24
hours
Total Res­i­dents added
since last check
Increase in 60 days
logins since last check
Increase US$ spent in
last 24 hours
Increase Lin­dex Activ­ity
last 24 hours
% of res­i­dents who logged in the last 60 days $US spend by resident
11-Aug-06                 45.59%  
22-Oct-06 119.36% 98.27%     589,101 221,125 $460,979   41.21% $61.99
24-Oct-06 2.55% 2.89% 12.78%   27,560 12,909 $58,935   41.35% $67.95
31-Oct-06 8.38% 8.75% 2.28%   92,989 40,161 $11,854   41.49% $63.91
6-Nov-06 5.47% 3.34% 15.42%   65,806 16,684 $82,025   40.65% $71.38
14-Nov-06 9.67% 3.47% –10.57%   122,696 17,918 ($64,881)   38.36% $61.70
20-Nov-06 9.04% 14.61% 19.51%   125,765 77,968 $107,108 $4,849 40.32% $64.34
27-Nov-06 8.95% 9.13% –4.80% 8.92% 135,792 55,852 ($31,483) $8,167 40.38% $56.13
4-Dec-06 8.35% 4.89% 4.84% 17.17% 137,975 32,658 $30,213 $17,110 39.10% $56.10
11-Dec-06 7.88% 0.14% –4.36% 13.03% 141,171 984 ($28,563) $15,220 36.29% $53.57
18-Dec-06 3.63% 2.67% 11.18% –8.94% 70,199 18,723 $70,023 ($11,807) 35.95% $58.02
25-Dec-06 5.23% 15.51% 3.61% 3.76% 104,704 111,643 $25,131 $4,525 39.46% $52.04
1-Jan-07 8.53% 1.52% 11.43% –6.65% 179,787 12,664 $82,449 ($8,298) 36.92% $57.12

Some data became clearer as a result of this. Here are a few key findings:

The data seems to sup­port claims of growth relat­ing to Sec­ond Life. But how far can it grow? To do that assess­ment, I decided to make a few assumptions

  Total Res­i­dents Last 60 days login
Lat­est Numbers 2,287,108 596,631
Low­est Growth Rate 2.55% 0.14%
High­est Growth Rate 9.67% 15.51%
Aver­age
Growth Rate
7.06% 6.08%

For this data, I decided to take an approach where I would have a con­ser­v­a­tive pro­jec­tion (based on the low­est week on week growth num­ber), a lib­eral one (based on the high­est week on week growth num­ber), and a most like esti­mate (based on an aver­age of all the num­bers I had). I then base­lined against the most recent report­ing period. From there, I now had three sce­nar­ios for pop­u­la­tion growth and 60 day logins. I started esti­mat­ing it out over the next few months:

  Pop­u­la­tion Growth Rate Projections   60 day Logins Growth Projection
  Low High Aver­age Low High Aver­age
1/1/2007 2,287,108 2,287,108 2,287,108 596,631 596,631 596,631
1/8/2007 2,345,328 2,345,328 2,448,585 597,470 689,143 632,929
1/15/2007 2,405,030 2,405,030 2,621,463 598,309 796,000 671,436
1/22/2007 2,466,252 2,637,562 2,806,547 599,150 919,426 712,285
1/29/2007 2,529,032 2,892,577 3,004,699 599,992 1,061,990 755,619
2/5/2007 2,593,410 3,172,247 3,216,840 600,835 1,226,660 801,589
2/12/2007 2,659,428 3,478,958 3,443,959 601,679 1,416,863 850,357
2/19/2007 2,727,125 3,815,324 3,687,114 602,524 1,636,558 902,091
2/26/2007 2,796,546 4,184,211 3,947,436 603,371 1,890,319 956,972
3/5/2007 2,867,734 4,588,765 4,226,138 604,219 2,183,427 1,015,193
3/12/2007 2,940,735 5,032,433 4,524,517 605,068 2,521,984 1,076,956
3/19/2007 3,015,593 5,518,997 4,843,963 605,918 2,913,036 1,142,476
3/26/2007 3,092,357 6,052,605 5,185,962 606,769 3,364,725 1,211,982
4/2/2007 3,171,075 6,637,806 5,552,108 607,622 3,886,451 1,285,717
4/9/2007 3,251,797 7,279,586 5,944,105 608,476 4,489,074 1,363,938
4/16/2007 3,334,574 7,983,418 6,363,778 609,331 5,185,139 1,446,917
4/23/2007 3,419,458 8,755,301 6,813,082 610,187 5,989,135 1,534,945
4/30/2007 3,506,503 9,601,813 7,294,107 611,044 6,917,795 1,628,329

So, it looks that, under the most con­ser­v­a­tive growth rate, we will see 3.5 mil­lion users reg­is­tered and over 600,000 using the ser­vice by the end of April 2007. Under a lib­eral inter­pre­ta­tion of the data, those num­bers would shift to 9.6 mil­lion and just under 7 mil­lion. How­ever, in the most likely case, it is prob­a­ble that there will be 7.2 mil­lion users reg­is­tered with 1.6 mil­lion log­ging in over the pre­vi­ous sixty days. Not too shabby. For the sake of plan­ning, I would advise my read­ers to go with the most con­ser­v­a­tive esti­mate because my data set is still rel­a­tively small. Even then, this type of growth mir­rors some of the growth pat­terns we’ve seen in the early days of the com­mer­cial web and seem to sup­port the con­tention that Lin­den­Lab is going to be a very strong player in the future.

Originally published on January 5, 2007 in Business, Technology . You may find related thoughts pieces under the following terms:

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  • Clay Shirky

    But there is no pub­lished met­ric of “Reg­is­tered Users” — the Res­i­dents fig­ure includes peo­ple who signed up but never logged in, as well as alts. “Res­i­dents” rep­re­sents a 50% infla­tion over actual peo­ple, and most of them bail after the first month.

    David Kirk­patrick of For­tune just got some real fig­ures out of Lin­den, and only 1.5M peo­ple have ever logged in (the gap between 2.3M Res­i­dents and 1.5M peo­ple is from the alts and sign up/no login peo­ple), and of that fig­ure, only 250K have logged in more than 30 days later.

    In other words, the high­est pos­si­ble fig­ure for active users is 250K — the actual num­ber is lower, but we don’t know how much lower. It also means that only a minor­ity of the Last 60 Days logins are active users.

    http://many.corante.com/archives/2007/01/04/real_second_life_numbers_thanks_to_david_kirkpatrick.php

  • http://www.tnl.net/blog/ Tris­tan Louis

    Clay,

    Thanks to your com­plaints and David Kirkpatrick’s efforts, we have more num­bers to ground our­selves in. How­ever, there are two other things I find inter­est­ing:
    1. The rev­enue fig­ures: If you’re cor­rect then my num­bers in terms of dol­lars spent per user are actu­ally on the low side, which would point to an even wealth­ier crowd which is much more finan­cially active than we’ve come to expect. That, in itself, could war­rant some inves­ti­ga­tion.
    2. The growth rate is the other thing that we should take a look at. Assum­ing that the num­bers of res­i­dent they report are inflated, let’s assume that we half the growth rate num­bers. So that would be a growth rate of roughly 3 per­cent a week! Through the magic of com­pound­ing, this rep­re­sents a fairly stag­ger­ing yearly growth rate.

    So the ques­tion is: con­sid­er­ing that the “res­i­dent” num­bers were inflated, should we com­pletely dis­miss Sec­ond Life or should we look at the other met­rics before we actu­ally claim the emperor has no clothes?

  • Clay Shirky

    We should of course look at the other num­bers, and there’s no rea­son to “com­pletely dis­miss” Sec­ond Life — there are thou­sands of active users, which means it obvi­ously has some value. Its just a dif­fer­ent value, cal­cu­lated via social proof, than hav­ing mil­lions of users.

    To take your ques­tions in reverse order, we don’t know what per­cent­age of users in any given month have accounts that are more than a month old. In Decem­ber, the high­est that num­ber could have been is 250K (which is a mea­sure of any­one who has _ever_ logged in in two months, even if it was last July and August and they never came back.)

    The actual num­ber of cur­rent users with a month of expe­ri­ence — call it X — is smaller than 250K, but we don’t know by how much. This unknown num­ber mat­ters because it is the pop­u­la­tion mea­sure of active users a new­bie or busi­ness could expect to encounter in SL and estab­lish any sort of rela­tion­ship with.

    One pos­si­bil­ity is that once some­one comes back twice in two months, they’re hooked, so growth in the “ever logged in twice” fig­ure tracks X closely. This is Kirkpatrick’s hypothesis.

    Another view is that aban­don­ment con­tin­ues after the first month, at lower than the 85% one-month rate, but high enough to make a dif­fer­ence. (At a guess, the 3 month activ­ity fig­ure is a third lower than the 1 month figure.)

    So Kirk­patrick got us a snap­shot of growth in poten­tial active user base — we do not yet have a sec­ond data point to mea­sure change in growth (the 23% fig­ure he quoted was from the month of the Busi­ness Week cover) and we do not know how closely active user base tracks poten­tial user base.

    To your sec­ond point, about eco­nom­ics, since cur­rency is a big per­cent­age of the trans­ac­tions in SL, and since aban­don­ing avatars leave their $Ls in-world, some of the eco­nomic activ­ity may be a trans­fer of in-world cur­rency from the absent to the present. (I’ve been talk­ing to some­one run­ning a bank in SL, where a chunk of their rev­enue comes from just such abandonment.)

    If you are look­ing at eco­nom­ics, drop me a line — [Tristan’s note: Email address has been removed to avoid spam­ming] — and I’ll intro­duce you to some of the folks I’m talk­ing to.

  • http://www.tnl.net/blog/ Tris­tan Louis

    Clay,

    I agree that the per­cent­age of users in a given months is some­thing we don’t know (which is why I started track­ing reported data so I could get a more accu­rate view). How­ever, what we do know is that There is growth in the num­ber of logins. If I read the stat cor­rectly, the logins in the last 60 days rep­re­sent­ing unique accounts that have logged in dur­ing that period. That’s why I tried track­ing per­cent­age of users who have logged in the last 60 days. That num­ber seems to be around 40%, which would point to an aban­don­ment rate of 60%. That last fig­ure could be con­sid­ered high but it appears that it’s not affect­ing SL than much due to the fact that their new users are com­ing in at a fast clip.

    So the analo­gies could be along the lines of what hap­pened to AOL in the begin­ning or what hap­pens to mobile phone com­pa­nies. The churn rate is high but there are still peo­ple join­ing in.

    I wish I knew when the data Kirk­patrick had is from and what was the reported num­ber at that time. It’s true that there is a large delta between what Lin­den reported pub­licly and what it appears to have reported to Kirk­patrick so Lin­den Labs needs to come clean on this. The pro­vi­sion­ing of his­tor­i­cal data would also be an impor­tant thing (as far as I know, this post is one of very few to show his­tor­i­cal data on Lin­den Lab at a time when the com­pany could pro­vide that for free).

    As far as eco­nom­ics are con­cerned I see your point. My view is actu­ally that there is another thing to take account which is the num­ber of times a Lin­den dol­lar is recy­cled. It may be that a sin­gle dol­lar is respon­si­ble for 50 trans­ac­tions a week (and there­fore open­ing up the specter of online gam­bling and Sec­ond Life) so once again, more trans­parency would be nice. How­ever, to your note about dol­lars stay­ing in as a result of aban­don­ment, there’s also the ques­tion of dol­lars going out. Based on the Lin­dex activ­ity, it’s not hard to think that there’s about US$1 mil­lion leav­ing the game on a monthly basis (my own assump­tion here) and so there could be some inter­est­ing effects there. I’ll drop you an email sep­a­rately on this to get con­tact info from peo­ple look­ing into this or you can point them to this thread so we can keep it all in the open for every­one else to read :)

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  • http://emeraldfalls.blogspot.com/ CC

    Lin­den Labs num­bers are being bloated by the use of res­i­dent cre­ated bots. I own just one sim and have banned over 150. If this is any indi­ca­tion of the *num­bers* then every­one is being fooled.

    Appar­ently LL doesn’t allow it because they did delete over 100 bots with greek first names in Decem­ber. Now the bots have pro­files and group names and are hard to dis­tin­guish from other residents.

    I would rather see on Lin­den Labs front page the actual num­ber of pay­ing res­i­dents or res­i­dents with pay­ment info on file. All this hype over their grow­ing num­bers is hilarious…but then Lin­den Lab is laugh­ing all the way to the bank…

  • http://secondthoughts.typepad.com Prokofy Neva

    You need to keep your eye on the num­ber of those who buy pre­mium accounts who own land on the main­land. I think it’s a good num­ber to watch to see if the world is really grow­ing. Add to that the num­ber of new islands bought and num­ber of island own­ers. The tier-payers and island-bill pay­ers are the peo­ple who pro­vide 70 per­cent of Lin­den Lab’s rev­enue, they are like another ven­ture cap­i­tal­ist, taken as a group, spend­ing more than $10 mil­lion a year. This fig­ure isn’t over 40,000 peo­ple right now, but they account for most of the high end of the eco­nomic transactions.

  • http://www.raphkoster.com Raph

    So, am I mis­taken in think­ing that the $50–60 is just a mea­sure of liq­uid­ity? I give $5 to you, you spend it, that per­son spends it, the next per­son spends it, and it looks like $20 in trans­ac­tions. That’s what those fig­ures are mea­sur­ing. It in no way means that all of that is rev­enue flow­ing into Lin­den or (net) into the hands of users. It’s veloc­ity, not quantity.

  • Mor­ris Vig

    Agreed with Prokofy Neva. The pre­mium accounts are critical.

    In addi­tion, it would be worth­while to track the num­ber of unver­i­fied accounts. An ind­vid­ual griefer attack (a mali­cious user, using an unver­i­fied account for the pur­poses of anonymity) can cre­ate a hand­ful of unver­i­fied accounts in a sin­gle attack.

    An exam­ple for the unin­formed: A griefer logs on to an unver­i­fied account and launches a mali­cious, self-replicating object at an event. SL res­i­dents advise Lin­den Labs staff, who ban­ish the account. Griefer, hav­ing been banned, reen­ters SL with unver­fied account #2. SL res­i­dents again advise Lin­den Labs, who in turn bans the griefer’s new account. And so on. A given griefer attack — like one I per­son­ally wit­nessed this week — can cre­ate 5 new unver­i­fied accounts before the griefer appar­ently gets bored and leaves.

    Now, unver­i­fied accounts also are used for more pro­duc­tive aims. But I would haz­ard to guess that many of the accounts where users are NOT log­ging back in are griefers.

    As a side note on griefers, their attacks are increas­ing in Sec­ond Life. I sus­pect that con­trol of these attacks will be a major focus of future soft­ware upgrades — espe­cially as more and more cor­po­rate (read: big dol­lar spend­ing) cus­tomers are com­ing on line and Lin­den Labs can­not afford any egg on its face just as it appears to have hit the tip­ping point.

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