Stardoll goes for an older crowd that might actually have credit cards

Next Story

Cam Girl Barbie: Seriously Mattel, What Were You Thinking? [Video]

Stardoll, the social gaming site for mostly female teenagers interested in fame, fashion and friends which has had over $10m invested in it, appears to be going for a break out moment. It’s going for a site redesign with a more upbeat modern appearance and more features to increase engagement and shopping for virtual goods. But will it be enough?

Admittedly the site has been growing. The average age of users rising from 13 years old in 2009 to 15 years old in 2010 and year on year growth shows registered users have more than doubled from 35 to 68.7 million.

And other metrics are up, with time spent on the site increasing from 13.3 to 17.05 minutes and pageviews are up 40% from 6.2m to 8.7m.

Stardoll also says its ad business is working well in the key markets of the U.S, Europe and Canada with global brands using it such as Unilever, P&G, Disney, Warner, Miss Sixty, Sony, Paramount, 20th Century Fox and Penguin Publishing.

Unfortunately, with a Series B invested and no IPO market in site where is Stardoll’s potential exit? Way out of sight it would appear.

Which is why is makes sense to try and push its audience upwards to ages where its users are starting to be old enough to have their own credit cards, as we can see by this much slicker, older site design which will work with older teens, especially in emerging markets.

  • Sam Sethi

    Stardoll with its 63m users is fantastic hidden success based in the UK. There exit will be to Disney (they also bought club penguin) but I doubt very much that (m)any 16-20 year old girl would be seen dead or admit to being on Stardoll if my daughter and her friends are any measure to gauge the interest of older users.

    I wish Stardoll all the future success I know they will get and deserve. Great company, great site and great founders.

  • alexxx

    Probably Stardoll is going towards adult content sales… ;-)

    Real dolls !

  • stardolluser

    Stardoll members are growing up with the site and shows that its sticky and they listen to user feedback, which is positive. I think they are wanting to provide a site that is for everyone that is interested in fashion, entertainment and celebrity more than using their credit cards.

    • http://www.reverselookphone.com/ reverse look phone

      yeah,but i don’t totally agree. But don’t you think that they’ll still be using their credit cards the more they visit that site. It’s actually a business in a way. The teens can look at the new fashion that’s popular today and they’ll want to buy it themselves.

  • http://www.deutsche-startups.de/2010/07/23/lesenswert-groupon-otto-conde-nast-digital-studivz-social-media-kampagnen-surfen-multimedia-disney-playdom-stardoll/ Lesenswert: Groupon, Otto, Condé Nast Digital, StudiVZ, Social-Media-Kampagnen, Surfen Multimedia, Disney, Playdom, Stardoll :: deutsche-startups.de

    […] Stardoll goes for an older crowd that might actually have credit cards Stardoll, the social gaming site for mostly female teenagers interested in fame, fashion and friends which has had over $10m invested in it, appears to be going for a break out moment. It’s going for a site redesign with a more upbeat modern appearance and more features to increase engagement and shopping for virtual goods. But will it be enough? TechCrunch […]

  • http://www.dlinked.com DLINKED.COM

    Make sure to register now to get notified when this great social network comes live http://tiny.cc/1y8lq

  • http://www.blogle.org/2010/07/stardoll-goes-for-an-older-crowd-that-might-actually-have-credit-cards/ Stardoll goes for an older crowd that might actually have credit cards | Blogle.org

    […] on eu.techcrunch.com « So who won the TechCrunch Europe Summer Pitch Battle? Penny auction site MadBid secures […]

  • http://12452743 lma.rema

    jgyseduikl;. s

  • Kathie Hansen

    There are thousands of adult women and older teenagers playing Stardoll…I guess what guys don”t understand is the fact they have designer clothes that costs thousands in real life’
    The “makeover’ all but ruined the site…it looks all pale lavender like a sanitary pad box now and is much harder to navigate and use the site.
    I’m afraid if they don’t start listening to users it is going the way of Sims online…millions 1 day and then boom shut down. It was just the smae they try and improve site and ending up making it so hard to use everyone gets mad and quits,

  • http://www.cheapbenefitcosmetics.co.uk Baixueyi89953

    This mango-tinted stain beautifully blushesbenefit makeup uk lips & cheeks with a tropical sunset hue. Smooch-proof & smudge-proof, this sheer stain will have you looking deliciously sun-kissed for hours.

blog comments powered by Disqus