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After three months Mr Gardner became bored and left.

Mobile dilemma

And the online social network scene is a crowded one. "The key to anything online is to get a broader reach of people," says Jim Clark of market researchers Mintel. The learning curve required for Second Life prevents many general users from returning regularly.

As more people turn to smart phones, sites need a mobile presence to stay relevant.

"Mobile is the future of any activity online. This is something that Second Life will struggle to penetrate," says Mr Clark.

This is because the graphics require more memory than current smart phones can handle.

But Linden Labs isn't worried, because the number of users continues to rise.

"Monthly repeat login - a metric we use to gauge the number of users engaged with Second Life - grew 23% from September 2008 to September 2009," says Mark Kingdon, chief executive of Linden Lab.

In IBM's Virtual Green Data Center, avatars can seek IT advice
On average, a million people log in each month, he says. In October 2009, 75,000 of those were in the UK.

And the site continues to evolve, Mr Kingdon says. It launched a new product earlier this month geared towards businesses, and will soon be launching more user-friendly and intuitive software.

And many companies and organisations are still holding on to their virtual selves - 1,400 of them says Mr Kingdon. IBM continues to be an avid supporter of Second Life.

But for many others, the jury is out.