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WeeWorld Survey Reveals Why Gen Y Loves Avatars

Millennial Respondents Cite Avatar Fun Factor While Demonstrating Industry Trends and Significant Differences Based on Age and Gender

WeeWorld, an online community focused on visual self-expression, today announced the findings from an extensive user survey conducted this month on WeeWorld.com. Based on more than 750 unique respondents, the survey revealed that U.S. Millennials ("Gen Y," born between 1978 and 2000) are using avatars such as WeeWorld's WeeMees because they like having a cartoon version of themselves for entertainment and to express themselves online.

The survey results also revealed key industry trends, significant variations by age and gender, and specific insight regarding WeeMee usage. Key findings include:

• 82% of respondents noted having an avatar “because it is fun,” while 66% also noted a key driver was “because it’s a cartoon version of myself,” and 45% “to express [themselves]”

• YouTube was ranked the number one site that was used regularly (at least monthly) at 57%, while MySpace was a close second at 43%
Based on the wide array of respondents, variations by age or gender also became apparent such as:

• Respondents older than 26 years old unanimously ranked “more animations” as a very important feature, further highlighting the importance of fun and levity

• Females ranked room-building capabilities to provide a home for their avatar as their most wanted feature, while males wanted more animation

• Younger respondents (14-16 years old) ranked YouTube as the site that was most used regularly (at least monthly) at 65%, while older respondents (17 years old and above) ranked MySpace as the site that was most used regularly at 57%

According to Wikipedia's definition, Gen Y was “the first to grow up with the Internet in a developed, prolific form, including music downloads, instant messaging and cellular phones” and “even before they could type and mouse-click their way through the Internet, they grew up with modern media choices: television remotes to encourage channel flipping; cable, with its wealth of channels among which to switch.” Many consider Gen Y as the most important generation for marketers based on their expansive spending power and significant influence over their parents’ purchases. However, with the continued evolution of Web 2.0 and the growth of widgets, APIs and avatars, the motives behind this unique generation’s immersion in the digital arena and how to effectively engage it challenge today’s marketers.

With approximately 76 million Millennials in the United States and 15 million people worldwide having created at least one WeeMee, there is a lot of room for growth. A WeeMee is born every three seconds and 700,000 new WeeMees are born each month. WeeMees can travel to the most popular sites including MySpace, Facebook, Flickr, Xanga and Blogger, as well as instant messaging systems, email accounts, mobile phones, etc. The survey revealed WeeMee-specific findings on how and why users interact, for example:

• 71% of users changed their WeeMee at least once a week; 21% changed it on a daily basis

• 60% updated their WeeMees to show how they were feeling or what they were doing, while 55% update their WeeMees to wear or show an item they want to own in real life

• 40% of U.S. users discovered WeeWorld through a friend

“We listen closely to our users. Understanding why they choose to express themselves through WeeMees helps us continue to provide the entertaining, visual and interactive outlet they are requesting,” said Lauren Bigelow, General Manager, WeeWorld, North America. “Since many users update their WeeMees daily to express their real-life emotions and desires, we’re constantly enhancing the site to keep things current, interactive, visual and, most importantly, fun. Some of the recent additions include fire-breathing dragons, sushi, bouquets of tulips and plenty of new gear and fashion.”

About WeeWorld:

Established in 2000, WeeWorld is an online community focused on visual self-expression. WeeWorld’s open platform enables users to carry their WeeMees, personalized online cartoon representations of users, with them throughout their digital lives - blogs, websites, instant messaging systems, social networks, online games, mobile phones, email, and more. More than 15 million WeeMees have been created to date. WeeWorld has offices in Boston, Glasgow and London, and is funded by Accel Partners and Benchmark Capital. For more information, please visit www.weeworld.com.