Second Life is a three dimensional online world that allows residents to create their own personas using which they can build homes and behave in much the same manner as in real world. "During the past 15 months, Second Life's population has expanded from 100,000 to more than five million registered users worldwide," said Joe Miller, vice president of Linden Lab. Many global companies have active presence in Second Life as they hope to capitalize on a growing user base. "It is little wonder that bricks and mortar businesses are seeing Second Life as a virtual-world way of accessing a global, real-world customer base," Bob Ivins, the European head of comScore revealed.

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