A virtually real world?

With people in the UK spending more than a month each year online, according to uSwitch, the line between the virtual and the real world seems blurred.

Visitors to reviewcentre.com, the leading online consumer champion, have ditched their pens and are using the power of the internet to voice their opinion on consumer issues.

This drive to use the internet as a favoured communication channel is also mirrored by a critical increase in the use of online social networking, thanks to the success of sites like Facebook, Myspace and children's site Club Penguin.

This is prevalent in the US, where people are increasingly logging on to sites like Second Life to inhabit a virtual world, make virtual friends and lead imaginary lives.

This leads us to question why the virtual world holds such an incredible allure.

Commenting on the trend, managing director of reviewcentre.com Paul Nadin said: "We receive an average of 450 online reviews a day - some of which are dedicated to appraising social networking sites.

"People are logging on to a whole virtual domain which is a major part of day to day life.

"The attraction of these sites is not only an instant connection with friends but an innate curiosity to find out about other people's lives".

The popularity of children's networking site Club Penguin also shows social networking is not an exclusive market and can apply to all ages.

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