Gartner predicts that by 2010 20% of Tier I retailers will have a marketing presence in virtual worlds. It also predicts that through 2012 the number of consumers using mobile phones to shop will increase at an average of 25% per year. Put together the two could make for an interesting combination, but Gartner doesn’t make any recommendations for mobile worlds. It does recommend that retailers begin to include virtual worlds as customer touchpoints, begin to test and measure virtual world initiatives before moving in, keep an eye on the space with a focus on the young demographic, and pick the right environment for the right demographic.
By 2010, says Gartner, 20% of global Tier 1 retailers will have some kind of marketing presence in online games and virtual worlds.