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Which, annualized, gives us 1,752 kWh. So an avatar consumes 1,752 kWh per year. By comparison, the average human, on a worldwide basis, consumes 2,436 kWh per year. So there you have it: an avatar consumes a bit less energy than a real person, though they're in the same ballpark. Now, if we limit the comparison to developed countries, where per-capita energy consumption is 7,702 kWh a year, the avatars appear considerably less energy hungry than the humans. But if we look at developing countries, where per-capita consumption is 1,015 kWh, we find that avatars burn through considerably more electricity than people do. More narrowly still, the average citizen of Brazil consumes 1,884 kWh, which, given the fact that my avatar estimate was rough and conservative, means that your average Second Life avatar consumes about as much electricity as your average Brazilian.

The Massively crew has spent a little more time hammering away at Google's new virtual artifice, Lively. By now, you've probably seen all sorts of news reports calling it a rival and competitor to Linden Lab's virtual world, Second Life. Technically, that's what we call bollocks

Describing Lively as a rival to Second Life is like calling a conference center a rival to a library. They're just not servicing the same needs, and the comparison is fundamentally nonsensical. Lively is tightly focused, and fails to intrude on the bulk of virtual worlds space.

Movement is accomplished by double-clicking on a spot to teleport your avatar there, or clicking and dragging the avatar with the left mouse button to walk your avatar. Don't try to drag your avatar past the border of the camera view without repositioning your camera first, or you will get unsettling jumps and find your avatar in strange places.

The Nielsen people record actual minutes using various "sites" across 180,000+ US-homes. Second Life comes out at 760 minutes per week (that's over 12 hours), or over 1h 45 minutes per day... (wimps - I'd be an outlier around the 2500 minutes per week mark!). Amongst its users (comparing to other user-minutes per week) this makes it more popular than even the 800lb gorilla of World of Warcraft (653 minutes per week).

What does it all mean? Well, it might mean Second Life is a niche market, but it's a fiercely loyal niche market that really, really gets it - and this gives Linden Lab a reasonably solid (hard numbers are impossible to come by) income stream and around that a reasonable likelihood of continuing to provide its service.

Comparing it to social media sites the difference is even more extreme - Facebook does the best at 84 minutes per week: that's 11% of the time that Second Life users spend. Twitter weighs in at about an hour a week on average. Stephen Fry is much bigger in his usage I'm sure, but the averages are up there for easy comparison.