ab Global Equity Research Americas UBS Investment Research Internet Services US Internet and Interactive Entertainment Sector Comment Continue Solid eCommerce Momentum 6 December 2010 12% Y/Y eCommerce Growth for First 33 Days, per comScore www.ubs.com/investmentresearch comScore reported $17B (+12% Y/Y) in eCommerce spending for the first 33 days of the holiday season (Nov 1-Dec 3). The most recent week saw four days eclipse $800MM, led by Cyber Monday, which set a record at $1.03B. Tues, Nov 30 reached $911MM (3rd heaviest day on record), while Wed ($868MM) and Thur Brian Pitz ($850MM) also reached high levels. Analyst email@example.com Promotions Pulled Some Demand Forward; Green Mon Remains a Focus +1-212-713 9310 For comScores segment, growth rates did slow to single digit levels to the latter Brian Fitzgerald part of last week following several weeks at 13%+ Y/Y. As weve mentioned Analyst before, we believe this softening is attributable to heavy discounting / promotional firstname.lastname@example.org activity during the earlier part of the season which pulled some consumer demand +1-212-713 2851 forward, though we note similar effects last year too -- a 5-6% pull back from the Kaizad Gotla, CFA initial Holiday push as the consumer regrouped. We expect the biggest online Associate Analyst shopping day to be Green Monday (12/13) or Tuesday (12/14), as free shipping email@example.com offers expire and last minute shoppers lean on the online channel for the late +1-212-713 2603 season push. Larger eTailers Continue to Gain Share The shift towards larger retailers continues, as they have the financial resources -- and scale -- to offer competitive pricing, along with the best service and selection. Per comScore, the top 25 eTailers have grown 20%+ Y/Y, while growth among small / mid-sized retailers has been flat. The top 25 retailers gained 420bps of market share to 67.8% Y/Y. Social Tools Continue to Play a Role Social tools continue to play a role -- 33% agreed with the statement “Recommendations from friends on social media sites are a great way to get gift ideas during the holiday season,” vs. 24% who disagreed (43% remained neutral). Specific forms of social media influencing shopping decisions include: consumer-generated product reviews (14%); expert product reviews (10%); following a Facebook fan page to learn about deals / promotions (9%); seeing a friend’s Facebook status update about a product/service (9%) and watching a product-related video (8%). This report has been prepared by UBS Securities LLC ANALYST CERTIFICATION AND REQUIRED DISCLOSURES BEGIN ON PAGE 4. UBS does and seeks to do business with companies covered in its research reports. As a result, investors should be aware that the firm may have a conflict of interest that could affect the objectivity of this report. Investors should consider this report as only a single factor in making their investment decision.
US Internet and Interactive Entertainment 6 December 2010 Statement of RiskThe potential risks in the Interactive Entertainment sector may include, but arenot limited to: a slowdown in consumer spending; changes to the retail channel;operational difficulties; competition; consumer fatigue in particular gamegenres; release date slips; the impact of legal and licensing issues; softwarepiracy; and foreign exchange and currency rates.Risks in online advertising and eCommerce include a potential inability for theindustry to grow due to weakness in consumer discretionary spending as well asa lack of execution. Analyst CertificationEach research analyst primarily responsible for the content of this researchreport, in whole or in part, certifies that with respect to each security or issuerthat the analyst covered in this report: (1) all of the views expressed accuratelyreflect his or her personal views about those securities or issuers; and (2) no partof his or her compensation was, is, or will be, directly or indirectly, related tothe specific recommendations or views expressed by that research analyst in theresearch report. UBS 4
US Internet and Interactive Entertainment 6 December 2010Required DisclosuresThis report has been prepared by UBS Securities LLC, an affiliate of UBS AG. UBS AG, its subsidiaries, branches andaffiliates are referred to herein as UBS.For information on the ways in which UBS manages conflicts and maintains independence of its research product;historical performance information; and certain additional disclosures concerning UBS research recommendations,please visit www.ubs.com/disclosures. The figures contained in performance charts refer to the past; past performance isnot a reliable indicator of future results. Additional information will be made available upon request.UBS Securities Co. Limited is licensed to conduct securities investment consultancy businesses by the China SecuritiesRegulatory Commission.UBS Investment Research: Global Equity Rating Allocations 1 2 UBS 12-Month Rating Rating Category Coverage IB Services Buy Buy 51% 37% Neutral Hold/Neutral 40% 33% Sell Sell 9% 22% 3 4 UBS Short-Term Rating Rating Category Coverage IB Services Buy Buy less than 1% 20% Sell Sell less than 1% 0%1:Percentage of companies under coverage globally within the 12-month rating category.2:Percentage of companies within the 12-month rating category for which investment banking (IB) services were provided withinthe past 12 months.3:Percentage of companies under coverage globally within the Short-Term rating category.4:Percentage of companies within the Short-Term rating category for which investment banking (IB) services were providedwithin the past 12 months.Source: UBS. Rating allocations are as of 30 September 2010.UBS Investment Research: Global Equity Rating Definitions UBS 12-Month Rating Definition Buy FSR is > 6% above the MRA. Neutral FSR is between -6% and 6% of the MRA. Sell FSR is > 6% below the MRA. UBS Short-Term Rating Definition Buy: Stock price expected to rise within three months from the time the rating was assigned Buy because of a specific catalyst or event. Sell: Stock price expected to fall within three months from the time the rating was assigned Sell because of a specific catalyst or event. UBS 5
US Internet and Interactive Entertainment 6 December 2010KEY DEFINITIONS Forecast Stock Return (FSR) is defined as expected percentage price appreciation plus gross dividend yield over the next 12months. Market Return Assumption (MRA) is defined as the one-year local market interest rate plus 5% (a proxy for, and not aforecast of, the equity risk premium). Under Review (UR) Stocks may be flagged as UR by the analyst, indicating that the stocks price target and/or rating aresubject to possible change in the near term, usually in response to an event that may affect the investment case or valuation. Short-Term Ratings reflect the expected near-term (up to three months) performance of the stock and do not reflect anychange in the fundamental view or investment case.Equity Price Targets have an investment horizon of 12 months.EXCEPTIONS AND SPECIAL CASESUK and European Investment Fund ratings and definitions are: Buy: Positive on factors such as structure, management,performance record, discount; Neutral: Neutral on factors such as structure, management, performance record, discount; Sell:Negative on factors such as structure, management, performance record, discount.Core Banding Exceptions (CBE): Exceptions to the standard +/-6% bands may be granted by the Investment ReviewCommittee (IRC). Factors considered by the IRC include the stocks volatility and the credit spread of the respective companysdebt. As a result, stocks deemed to be very high or low risk may be subject to higher or lower bands as they relate to the rating.When such exceptions apply, they will be identified in the Company Disclosures table in the relevant research piece.Research analysts contributing to this report who are employed by any non-US affiliate of UBS Securities LLC are notregistered/qualified as research analysts with the NASD and NYSE and therefore are not subject to the restrictions contained inthe NASD and NYSE rules on communications with a subject company, public appearances, and trading securities held by aresearch analyst account. The name of each affiliate and analyst employed by that affiliate contributing to this report, if any,follows.UBS Securities LLC: Brian Pitz; Brian Fitzgerald; Kaizad Gotla, CFA.Unless otherwise indicated, please refer to the Valuation and Risk sections within the body of this report. UBS 6