Performics Life on Demand 2012 Summary Deck

Active Social Network Accounts  All respondents were screened to insure daily visitation to at least one social network. Nearly all respondents have a Facebook account, and over half have a YouTube account.  In looking at the total number of accounts, the sample breaks relatively evenly between those having a single account, two accounts, three accounts, and four+ accounts. With which of the following social networking sites do you have an account? (Check all that apply) 94% Total Number of Accounts (6 Max) 24% 57% 28% 42% 4+ 1 38% 3 2 23% 24% 24% 17% Q3N=1,961 2 © 2012. All rights reserved. ROI Research Inc.

Active Social Network Accounts With which of the following social networking sites do you have an account? (Check all that apply) Women more likely to have a Facebook account Dads significantly more 100% likely than all others to Moms have YouTube and Other ♀ 80% Twitter accounts Dads 60% Google+ more Other ♂ popular among 40% parents 20% Pinterest, also more popular among women 0% Q3N=1,961 3 © 2012. All rights reserved. ROI Research Inc.

Who are the daily users?  95% visit at least once a day 71%*  Women more likely to visit daily 55% 48% 46%  65% visit at least once a day  Men and parents more likely to visit daily  Daily visitors most likely to be age 18-29  61% visit at least once a day  Men more likely to visit daily * Statistically higher than other men  Daily visitors most likely to be age 18-49 and non-moms  54% visit at least once a day  Daily visitors most likely to be age 30-49  Parents, especially dads more likely to visit daily  52% visit at least once a day  Daily visitors most likely to be age 50+  Men more likely to visit daily There is likely confusion among the 50+ group  34% visit at least once a day between Google+ and Google.  Men more likely to visit daily  Parents more likely to visit dailyN Varies by Network (Have an active account) 4 © 2012. All rights reserved. ROI Research Inc.

Über Users 71% 42% 34% 33% 16% Use Network > Once a Day Total # of Networks Visited Total # of Networks Visited Once a Day or More More than Once a Day One 51% None 22% Two 25% One 45% Three 15% Two 20% Four 5% Three 9% Five 2% Four 2% Half of sample is primarily Five 1% Über Users Six 2% Facebook-only people Six 1%N Varies by Network (Have an active account) 5 © 2012. All rights reserved. ROI Research Inc.

Posting on Social Networks How often do you post each of the following on social network sites? Change from last year Post once a week or more: Inc Dec No Ch  Women are more likely to post status Status updates 54% 30% 16% 54% updates and men are more likely to post jokes, links and videos Jokes/cartoons/memes 32% 28% 11% 61%  Über users are very active posters and Links to articles 31% 29% 11% 60% have increases for all types of content  In general, younger respondents are Pictures I took 30% 31% 17% 52% more likely than older respondents to post most types of content Pictures other people took 26% 23% 12% 65%  Compared to moms and other men and women, dads are the most activeVideos other people created 18% 18% 12% 70% posters across most types of posts Videos I created 15% 18% 13% 69%  Dads are also more likely to report increased posting for several types of content Q13, Q14 N=1,961 7 © 2012. All rights reserved. ROI Research Inc.

Preferences for Things Other People Post Which of the following, that your friends post, do you enjoy the most? Pictures they took 35% Status updates 26%  Women are more likely to want to see pictures, while men prefer jokes, links Jokes/cartoons/memes 18% and videos Pictures other people took 8%  Older respondents are more likely to enjoy pictures and links, while younger Links to articles 6% users prefer status updates and jokes Videos they created 3% Videos other people created 3% Q17N=1,961 8 © 2012. All rights reserved. ROI Research Inc.

Response to Social Network Posts  One in four respondents don’t expect any response to their posts, and that is especially true for those age 50+ (40%). Parents, especially moms, and younger respondents generally expect quick response to their posts.  The majority of respondents are indifferent when people don’t respond to their posts.  Über users are more likely to expect a quick response, and more likely to feel annoyed, sad, hurt, and angry when people don’t respond. When you post something on a social If people don’t respond in the time network site, how quickly do you expect frame you expect, how do you feel? people to respond (e.g., comment, like, share)? Of those who felt emotion: Annoyed Sad Within an hour 41% One to six hours 22% 49% 39% More than six hours 12% Hurt Angry I dont expect a response 25% 29% 12% Q15, Q16N=1,961 9 © 2012. All rights reserved. ROI Research Inc.

Changing Communication Patterns  Social networks are having a dramatic impact on how people communicate with each other. For over half of respondents social networks are the preferred means for communicating with distant friends, and one in three respondents prefer social networks for communicating with close friends.  Clearly, people are spending less time on the phone and emailing, as they opt to stay in touch with others via social networks. How much do you agree or disagree with each of the following statements? (Summary top 2 box – five point scale) I would rather talk to distant friends via social networking than traditional modes 52%  Women, and especially moms, are more likely than men to spend less time on I spend less time emailing because I the phone and emailing because of communicate via social networks 50% social networks I spend less time on the phone because I  In general, younger age groups are communicate via social networks 48% more likely to agree with each statement I am more comfortable engaging with people online than in person 40%  Über users are significantly more likely to agree with all statements I would rather talk to close friends via social networking than traditional modes 30% Q18, Q19N=1,961 10 © 2012. All rights reserved. ROI Research Inc.

Interacting with Companies/Brands on Social Networks Which types of companies and/or products do you “like” or follow on social networks? Entertainment related 48%  In general, women (particularly moms) are more Restaurants 43% likely to follow companies on social network Food 43% sites, and that is true for 11 of the 19 categories Celebrities 37% Apparel 35% listed, including entertainment, restaurants, Sports related 32% food, celebrities, and apparel Electronics 30% Alcoholic beverages 24%  Men are more likely to follow sports, electronics, Non-alcoholic beverages 24% automobile, and finance companies Magazines/Newspapers 24% Automobiles 22%  In general, younger respondents are more likely Personal care products 22% to follow companies/brands Household products 22% Travel 22% Educational institutions  Über users are significantly more likely to follow 19% Telecommunications 17% all categories listedFinancial service companies 12% Pharmaceutical 10% Appliances 10% Average number of categories “Liked”: None of the above 20% Total Moms Other ♀ Dads Other ♂ Über Users 4.98 6.15 4.88 4.83 4.18 6.41 Q21N=1,961 11 © 2012. All rights reserved. ROI Research Inc.

Responding to Company/Brand Offers  Respondents are most likely to respond to brand offers when they have been reposted by a friend – one-third of respondents are very/extremely likely to do so. Ads are the least likely to elicit a response.  Nearly half of respondents are very/extremely likely to respond to at least one of the ad locations listed, with parents and Über users more likely to do so. How likely are you to respond to an offer from a brand on a social networking site, in each of the following locations? A "repost" from a friend 10% 15% 42% 33% Not at all The brands page on the social network 12% 20% 41% 27% Not very Somewhat News feed 12% 19% 43% 25% Very An advertisement on the social network 20% 27% 34% 20% % Very/Extremely Likely to Respond to at Least One Type of Offer Total Moms Other ♀ Dads Other ♂ Über Users 46% 51% 38% 54% 42% 55% Q22N=1,571 (People who “like”/follow companies/products) 12 © 2012. All rights reserved. ROI Research Inc.

Engaging with Company/Brand Content  People are most likely to respond to brand posts involving pictures or status updates, although response is relatively consistent across types of content. How likely are you to engage with each of the following types of posts when they come from a brand you “like” or follow? (Summary top 2 box – five point scale) Pictures 44%  Women are more likely to respond to pictures, and men are more likely to respond to videos Status updates 40%  Parents and Über users are significantly more likely to respond to all types of posts Videos 37%Jokes/cartoons/memes 36% Links to articles 35% Q23N=1,571 (People who “like”/follow companies/products) 13 © 2012. All rights reserved. ROI Research Inc.

Why People Choose to “Like” or Follow a Company/Brand  Respondents “like” a brand/company because its something they buy or where they shop. Being notified about deals, new products, and other company news are also important. What causes you to “like” a company/brand/product? (Check all that apply) I shop there/purchase product 59% Women I hope to have insider knowledge/special deals 45% Women I read about it/want to keep tabs on it 38% Über Users I want to be the first to know about new 38% Women, Parents, Über Users products/locations from this company I like to read company/brand posts 29% Über Users I want to be associated with the brand 27% Men, Über Users I like having a direct relationship with companies/brands 26% Über Users My friends like it 23% Parents, Über Users I work there or know someone who does 18% Q24N=1,571 (People who “like”/follow companies/products) 14 © 2012. All rights reserved. ROI Research Inc.

Privacy on Social Networks  There is relatively high concern about privacy on social networks, and it is consistent across demographic and behavioral groups, with the lone exception that older respondents are more likely to be concerned. How concerned are you about privacy on social networks? Extremely concerned 22% Very concerned 21% Somewhat concerned 38% Not very concerned 13% Not at all concerned 5% Q25N=1,961 15 © 2012. All rights reserved. ROI Research Inc.

Knowledge and Use of Privacy and Account Settings  In general, respondents are knowledgeable about Facebook privacy settings and are active in making adjustments to their account. Women are significantly more likely than men to be knowledgeable about privacy settings, and to take steps to make adjustments.  Not surprisingly, Über users are far more likely to be savvy with regard to privacy and account settings.  Older respondents are more likely to avoid using apps through social networks. How much do you agree or disagree with each of the following statements? (Summary top 2 box – five point scale) I have adjusted my privacy settings in Facebook 73% I am knowledgeable about the privacy settings in Facebook 68% I restrict all of my Facebook profile and posts for 61% private/friend viewing only I avoid using applications on social networks because I’m 56% concerned about giving access to my personal information I tend to hide posts that are generated by an application 50% (e.g., updates or scores from games) I separate people into groups on my social networks based 40% on what personal information I want them to see Q28N=1,961 16 © 2012. All rights reserved. ROI Research Inc.

Using Social Network Login Credentials on Other Sites  A total of 22% of respondents login to other accounts with a social network account either frequently or always, and over half do so at least occasionally.  Women, younger respondents, and parents are more likely login to other sites using a social network login frequently/always  Facebook Connect is by far the primary way users login to other accounts. How often do you login to Which do you use most other sites using a social account? for signing into other sites? Always 6% No Frequently 16% Pref. Occasionally 32% 84% 8% 8% Rarely 26% Never 20% Q26, Q27N=1,961 / N=594 (Facebook/Twitter users who 17 © 2012. All rights reserved. ROI Research Inc.login to other sites using account)

Mobile Phone Usage Current mobile phone is: 7% More likely to own smartphone: 47% 10% 30%  Tablet users (82% vs. 50%) Of those…  Über users (77% vs. 56%) N=1,237 63%  Those w/ kids in HH (73% vs. 56%) 34% 9%  Women more likely than men to own an Android (32% vs. 27%) Smartphone Standard phone None % Smartphone users:  At 63%, smartphone penetration for the entire sample 76% 78% 69% of active social network users is higher than the 63% 57% 54% 36% general population.  Smartphone use is highest among the younger age groups, and also among those with children in the household.  Dads are significantly more likely than other men and women to own a smartphone. Q5N=1,961 19 © 2012. All rights reserved. ROI Research Inc.

Tablet Usage More likely to own a tablet: 48%  18-29 and 30-49 year olds (56%, 53% vs. 28%)  Smartphone users (54% vs. 20%)  Über users (55% vs. 35%)  Those w/ kids in HH (53% vs. 33%) 42% Of those… N=813 41%  Dads (60% vs. 47%, 34%, 31%) Own a Tablet  Men more likely than women to own an iPad (23% vs. 16%) 26% Note: Of the 813 respondents who own a tablet, 19% (N=154) own more than one. Q6N=1,961 20 © 2012. All rights reserved. ROI Research Inc.

Social Media Access by DeviceThose who access daily+ Access SN sitesare more likely to be: at least daily Computer  Older  No smartphone  No kids in HH 91%  Über users Mobile Phone  Women  Younger  Have kids in HH 53%  Über users  Men Tablet  Younger  Have kids in HH 21%  Dads  Über users Game Console  Men  Younger  Dads 14%  Über users Q7N=1,961 21 © 2012. All rights reserved. ROI Research Inc.

Media Consumption – Average Hours Per Week  Women spend 9.4 hours per week on their mobile phone, compared to 5.8 hours for men. At 3.2 hours, dads log the most hours per week on tablets. In an average week, how many hours would you estimate you spend with each of the following types of media? Mobile Phone Internet (via PC) Television (Excluding calls & texts) Radio Total: 20.7 17.0 7.6 5.9Über Users: 22.2 16.6 11.4 6.2 Gaming System Tablet Magazines Newspapers Total: 4.5 2.6 1.6 1.5Über Users: 6.3 4.1 2.1 1.8 Q8 N=1,961 22 © 2012. All rights reserved. ROI Research Inc.

Media Consumption – Year to Year Changes  Women are more likely to report an increase in time spent on a mobile phone, and men (particularly dads) are more likely to report an increase in use of tablets. How has the amount of time you spend with each of the following types of media changed over the past year? Computer Game Console Decreased Increased Decreased Increased 7% 55% 21% 22% Mobile Phone Radio 9% 43% 23% 20% Tablet Magazines 9% 23% 26% 13% TV Newspapers 21% 30% 26% 10% Q9N=1,961 23 © 2012. All rights reserved. ROI Research Inc.

TV, Movie, & Video Viewing by Device How often do you view TV shows, movies, or videos on each of the following? Once a Week+ Computer More likely to watch video on devices other than TV: 55%  Men  Younger respondents Game Console  Those w/ kids in HH  Dads 29%  Über users Mobile Phone 27% Tablet 21% Q10N=1,961 24 © 2012. All rights reserved. ROI Research Inc.

Attitudes About Online Video Ads How much do you agree or disagree with each of the following statements about the ads you see while watching videos online? (Summary top 2 box – five point scale) I like when ads display a countdown until I can close the ad, or when my programming will begin 66% I prefer when I see a variety of ads, instead of a single ad multiple times 62% 43% I’d be willing to allow streaming video 31% 27% 23% sources to use my social networking 30% info to provide relevant ads The ads I see are relevant to me 30% 38% 28% 26% 20% When ads are shown, I usually view the entire ad, even if I have 28% the ability to close it Q11N=1,653 (Watch videos online) 25 © 2012. All rights reserved. ROI Research Inc.

Preferred Content Formats When both streaming/digital and traditional/offline formats are available, how would you prefer to access each of the following? Streaming/Digital Traditional/Offline 56% Pictures 34%  In all cases, smartphone & tablet users are 52% Games 30% more likely than non-users to prefer 47% Movies 44% digital content 46% Recipes 36%  Über users are also more likely to prefer 42% Home videos 42% digital content for all categories other 41% Television 52% than recipes 40% Radio 47%  In general, younger respondents are more likely than older respondents to prefer 36% Calendars 47% digital content 32% Newspapers 49%  For organizational tools like calendars and 27% Check lists 43% check lists, women are more likely than 25% Magazines 55% men to prefer traditional/offline tools 15% Business cards 46% Q12N=1,961 26 © 2012. All rights reserved. ROI Research Inc.

Demographics Methodology  25-minute online survey  Respondents must access at least one social network daily  Total sample of 1,961 (sampling error of 2.2% at 95% confidence level)N=1,961 28 © 2012. All rights reserved. ROI Research Inc.

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Performics Life on Demand 2012 Summary Deck

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