Consumer & Online Italy Audience Summary September 2008

Executive Summary MSN/Windows Live Network: still growing in September08 based on Nielsen data MSN/Windows Live brand with Internet Applications: 17.7M UU MSN/Windows Live brand without Internet Applications: 14.2M UU Windows Live UU : WL Messenger up 13.8M (+13.2% MoM, +21.1% YoY) gaining 1.6pts in terms of market share (84.9%) WL Hotmail is still at #1 in the ranking with an solid MoM growth (+13.6%) and has now 7.5M UU (+26.2% YoY) WL Spaces up to 6.8M UU (+13.4% MoM, +34.8% YoY) but Blogger accelerated with a +22.5% MoM up to 7.4M UU Search growing with now 13.8M SoV and 2.84% in terms of SoV share Application Unique Users: WL Messenger still at #1 with 13.8M UU, Windows Media Player still at #2 with 12.5M UU.

MSN/Windows Live Network: still growing in September08 based on Nielsen data

MSN/Windows Live brand with Internet Applications: 17.7M UU

MSN/Windows Live brand without Internet Applications: 14.2M UU

Windows Live UU :

WL Messenger up 13.8M (+13.2% MoM, +21.1% YoY) gaining 1.6pts in terms of market share (84.9%)

WL Hotmail is still at #1 in the ranking with an solid MoM growth (+13.6%) and has now 7.5M UU (+26.2% YoY)

WL Spaces up to 6.8M UU (+13.4% MoM, +34.8% YoY) but Blogger accelerated with a +22.5% MoM up to 7.4M UU

Search growing with now 13.8M SoV and 2.84% in terms of SoV share

Application Unique Users:

WL Messenger still at #1 with 13.8M UU, Windows Media Player still at #2 with 12.5M UU.

MSN/Windows Live Network MSN/Windows Live Network: best result ever both in terms of UU and PV (Internal Data): 2.0B PV (+60.1% MoM, +30.0% YoY) 41M UU (+32.0% MoM; +59.2% YoY) Looking at Nielsen data, MSN/WL is still growing: In the “All sites with Internet Applications” ranking: MSN/Windows Live brand up to 17.7M (+9.3% MoM, +19.1% YoY) In terms of Reach%, MSN/WL gained 3pts reaching 63.9%; Google also growing up to 83.7% In the “All Sites without IA” ranking MSN/WL Network up to 14.2M UU (+11.5% MoM, +20.1% YoY) Google growing as well (+5.9% MoM) and remains far at #1 with 23.1 UU Virgilio (13.2M UU, +8.3%MoM), Yahoo (12.9M UU, +12.5% MoM) and Libero (11.6M UU, 8.3% MoM) competing for the 3rd position

MSN/Windows Live Network: best result ever both in terms of UU and PV (Internal Data):

2.0B PV (+60.1% MoM, +30.0% YoY)

41M UU (+32.0% MoM; +59.2% YoY)

Looking at Nielsen data, MSN/WL is still growing:

In the “All sites with Internet Applications” ranking:

MSN/Windows Live brand up to 17.7M (+9.3% MoM, +19.1% YoY)

In terms of Reach%, MSN/WL gained 3pts reaching 63.9%; Google also growing up to 83.7%

In the “All Sites without IA” ranking

MSN/WL Network up to 14.2M UU (+11.5% MoM, +20.1% YoY)

Google growing as well (+5.9% MoM) and remains far at #1 with 23.1 UU

Virgilio (13.2M UU, +8.3%MoM), Yahoo (12.9M UU, +12.5% MoM) and Libero (11.6M UU, 8.3% MoM) competing for the 3rd position

Brand with Internet Applications – I Unique Users (NNR) Source: Nielsen Online

Brand with Internet Applications – III TimeSpent, Total UU, UU Growth YOY (NNR) N.B. Ball size indicates the total number of UU Transparent ball represent the same brand the year before Source: Nielsen Online

Brand without Internet Applications – I Unique Users (NNR) Source: Nielsen Online

Brand without Internet Applications – II TimeSpent, Total UU, UU Growth YOY (NNR) N.B. Ball size indicates the total number of UU Transparent ball represent the same brand the year before Source: Nielsen Online

Internet Applications Unique Users (NNR) Source: Nielsen Online

Instant Messaging Unique Users (NNR) Source: Nielsen Online

Instant Messaging – III TimeSpent, YoY UU Growth, Total UU (NNR) N.B. Ball size indicates the total number of UU. Transparent ball represent the same competitor the year before Source: Nielsen Online

Email – I NNR. WL Hotmail still at #1 with 7.5M UU: WL Hotmail up to 7.5M UU, +13.6% MoM, +26.2% YoY Libero at #2 with 6.6M UU (+2.3% MoM, +12.1% YoY) Slight slowdown for Virgilio that performed a -3.1% MoM down to 4.6M UU In terms of time spent Google is at #1 WL Hotmail back at growing up to 32m per person (+37.5%MoM, -14% YoY) but still very far from the first position; Gmail: 1h38m with a +21.8% MoM and +25% YoY) Amazing September growth for Yahoo! Mail: at #2 with 1h11m (+55.3% MoM, +17% YoY)

NNR. WL Hotmail still at #1 with 7.5M UU:

WL Hotmail up to 7.5M UU, +13.6% MoM, +26.2% YoY

Libero at #2 with 6.6M UU (+2.3% MoM, +12.1% YoY)

Slight slowdown for Virgilio that performed a -3.1% MoM down to 4.6M UU

In terms of time spent Google is at #1

WL Hotmail back at growing up to 32m per person (+37.5%MoM, -14% YoY) but still very far from the first position;

Gmail: 1h38m with a +21.8% MoM and +25% YoY)

Amazing September growth for Yahoo! Mail: at #2 with 1h11m (+55.3% MoM, +17% YoY)

Email – II Unique Users (NNR) Source: Nielsen Online

Email – III TimeSpent, YoY UU Growth, Total UU (NNR) N.B. Ball size indicates the total number of UU Source: Nielsen Online

Member Communities – I Windows Live Spaces growing (+13% MoM) still at #2 with 6.8M UU WL Spaces up to 6.8M UU (+13% MoM; +35% YoY) Blogger still alternating acceleration and slowdown: in Sep08 up to 7.4M UU with a +22.5% MoM and a +87% YoY In terms of PVs Spaces at #6 in the ranking with 235M PVs (+44.2% MoM, +14.4% YoY) Amazing growth for Facebook: strongly at #1 with over 1,488M PVs (+122% MoM; +2440%YoY) Netlog follows with 762M PVs (+31.8% MoM) slightly ahead than Badoo (721M PVs and +69% MoM) which is now in third position In terms of Time Spent per person Facebook at #1 with 2h44m (+34% MoM) followed by Badoo with 1h48m and Netlog with 1h42m WL Spaces stable at 31m

Windows Live Spaces growing (+13% MoM) still at #2 with 6.8M UU

WL Spaces up to 6.8M UU (+13% MoM; +35% YoY)

Blogger still alternating acceleration and slowdown: in Sep08 up to 7.4M UU with a +22.5% MoM and a +87% YoY

In terms of PVs

Spaces at #6 in the ranking with 235M PVs (+44.2% MoM, +14.4% YoY)

Amazing growth for Facebook: strongly at #1 with over 1,488M PVs (+122% MoM; +2440%YoY)

Netlog follows with 762M PVs (+31.8% MoM) slightly ahead than Badoo (721M PVs and +69% MoM) which is now in third position

In terms of Time Spent per person

Facebook at #1 with 2h44m (+34% MoM) followed by Badoo with 1h48m and Netlog with 1h42m

WL Spaces stable at 31m

Member Communities – II Unique Users (NNR) Source: Nielsen Online

Member Communities – III TimeSpent, YoY UU Growth, Total UU (NNR) Source: Nielsen Online N.B. Ball size indicates the total number of UU Facebook +1100% YoY 2h44m Time Spent

Facebook

+1100% YoY

2h44m Time Spent

Search Engines – I Live Search still having an unpredictable trend month after month: 13.8M SoV (+34% MoM, +3% YoY) with a market share that went up to 2.84% from 2.72% (Slide 27); Google up to 421M SoV (+30% MoM and +37% YoY) with a market share that grew up to 86.2% from 85.3%; Alice stable in 2nd place: 26M SoV (+49% YoY) and a market share that decreased down to a 5.34% from 5.79%

Live Search still having an unpredictable trend month after month:

13.8M SoV (+34% MoM, +3% YoY) with a market share that went up to 2.84% from 2.72% (Slide 27);

Google up to 421M SoV (+30% MoM and +37% YoY) with a market share that grew up to 86.2% from 85.3%;

Alice stable in 2nd place: 26M SoV (+49% YoY) and a market share that decreased down to a 5.34% from 5.79%

Search Engines – II Share of Visits (NNR) – Other players Source:Nielsen//NetRatings