Thursday, June 10, 2010

Reaching Latinas Through Virtual Goods

Virtual goods --the non-physical objects such as game points, avatars, and gifts purchased online -- are a massive market. According to market researcher Inside Network, Americans alone will purchase $1.6 billion worth of virtual goods this year, mostly for use or exchange with others in virtual worlds, multiplayer mobile and online games, social games, and social networks. In fact, half of all virtual goods purchased in 2010 will be within social games such as Pet Society and Buddy Poke.

Marketers are waking up to the importance of associating their brands with the sale of virtual goods, making the category one of the fastest-growing advertising platforms online today. And new research shows that one key demographic almost every marketer is trying to reach -- Latina women -- is especially interested in buying and exchanging virtual goods. According to a recent study by our research arm, Sophia Mind, 45% of online Hispanic women living in the U.S. have purchased virtual goods, and 61% of those purchasers are between the ages of 26 and 40.

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