Performics life on demand 2012 Wave 2

Life on Demand Research Series
2012 Wave 2

Sponsored by Performics

1 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.

Background & Objective

 Social networks are changing the way consumers behave, resulting in new
opportunities for companies and brands. Since September of 2009, ROI Research
has been conducting a semi-annual study called S-Net for the purpose of
understanding how consumers use social networks. Performics has sponsored
S-Net since the initial fielding, although the name of study is now Life on Demand.

 For 2012, ROI and Performics have agreed to shift from a very deep dive into social
network use within each vertical to a broader look at how social media and related
applications and technologies are impacting nearly all aspects of consumer
behavior. This report contains findings for the final fielding of 2012.


Methodology

 15-minute online survey
 Respondents must have at least one social network account
 Total sample of 1,986 (sampling error of 2.2% at 95% confidence level)


Summary of Findings

 Use of social networks remains consistent, with over 90% of respondents active on Facebook, just under
half on YouTube, and over a third using Twitter and Google+. Men are more likely than women to have
YouTube, Google+, and LinkedIn accounts, and women are more likely to have Facebook and Pinterest
accounts. Instagram was added to the list for this fielding, and 14% of respondents have an Instagram
account (slides 4-6).
 A total of 60% of respondents are smartphone users and 43% use a tablet. Clearly dependence on mobile
devices is infiltrating virtually every aspect of our lives. In general, two-thirds of respondents are
very/extremely dependent on their mobile phone, compared to 57% saying the same about their desktop
computer, and 42% about their laptops. This is especially true for women, and younger respondents,
who rely heavily on the ability to text (SMS) (slides 8-11).
 Further findings concerning the degree of mobile penetration (slides 12-24):
 One in five respondents use their mobile phone within five minutes of waking.
 Over one-third of all respondents (and over one-half of 18-29 year-olds) use their phone daily for
email, weather, calendars, social networks. Men are more likely than women to use their phone
daily for news, sports, the stock market.
 Generally respondents will choose to use their tablet instead of their phone, except for things like
email, listening to music, maps/navigation, photos, social networking, and weather.
 Nearly three-quarters of respondents expect to be able to bank via mobile devices, and one-half to
two-thirds also expect to be able to order food, make reservations, check public transit, book
travel, and make doctor appointments. Expectations are highest among women and the younger
respondents.


Summary of Findings

 In terms of post-purchase behavior, mobile technology is facilitating activity, as 72% say they generally take
some sort of action after making a purchase. A total of 60% say they at least occasionally research products
post purchase, and about half regularly share photos and respond to retailer prompts for feedback. Men
are more likely than women to research products, fill out online warranties, and scan bar codes, and women
are more likely to share photos and comment about purchases on social networks (slide 27).
 The primary reasons respondents take action post purchase, are to express satisfaction (49%) and make
recommendations (35%), and post-purchase behavior is heaviest among the younger respondents.
Respondents are far more likely to take action after a positive experience (43%) than a negative experience
(18%), and 32% of respondents say they take more post-purchase action than they did a year ago
(slides 28-30).
 Respondents are most likely to post reviews and comments about restaurants and food products, while men
are more likely than women to comment about electronics, automobiles, alcoholic beverages, sports related
products, and finance companies, and women are more likely to comment about food, household products,
personal care products, and apparel (slide 31).
 Just about half of respondents say they have used social media sites in an effort to locate company/brand
contact information, with mobile users and younger respondents most likely to do so (slide 32).


Summary of Findings

 The primary reasons respondents hide people on social networks are to avoid too much personal
information and because they post too often. The primary reasons people un-friend others are to avoid
problems with a spouse or partner, and because of too many work-related posts or business promotion
(slide 34).
 One-third of respondents have stopped following a company or brand on a social network, and the primary
reasons for doing so are irrelevant posts, too frequent posts, and content that is not what was expected.
Irrelevant posts are also the top reason people stop following a celebrity (slides 37-38).
 In general, technology can be used to get a date, but when it comes to breaking up, it should be done in
person. Twenty to thirty percent of respondents say it’s okay to ask someone out via text, email, social
network, or instant message. Under 10% say it’s okay to use those channels to break up. Men are more
likely than women to say it’s okay to break up in ways other than face to face (slides 39-43).
 Over one-third of respondents expect responses to their texts within five minutes, and about six out of ten
expect a response in 15 minutes or less. In general, younger respondents are more likely to expect a quick
response. In terms of responding to someone else’s text, about half of respondents say waiting more than a
day is too long, while 30% say it’s never too late to respond (slide 44).


Social Network Accounts
 All respondents were screened to insure they have at least one social network account. A
total of 92% of respondents have a Facebook account, and nearly 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)

92% Total Number of Accounts (7 Max)

47% 28% 30%
38% 4+ 1
35%

25%
3 2
18%
19%
14% 23%

Q3
N=1,986 7 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.

Social Network Accounts by Gender
 Women are statistically more likely than men to have Facebook and Pinterest accounts, while
men are more likely to have YouTube, Google+, and LinkedIn accounts.

100% 95%
90%
90%
80% Women Men
70%
60% 53%
50%
42%
37% 39% 38%
40% 32% 30%
30% 26%
20%
20% 15%
10% 12%
10%
0%

Q3

Social Network Accounts by Age Group
 Those aged 18-29 are more likely to have an account with all social networks, except for
Facebook and LinkedIn. There is a clear correlation between use of social networks and age.

100% 93% 92% 92%
90%
80% 74% 18-29 30-49 50+
70%
60% 54%
50%
50% 46%
42%
40% 37%
29% 30%
30% 26% 23% 25% 26% 24%
19% 20%
20% 13%
11%
10% 2%
0%

Q3

Devices


Mobile Phone Usage

Current mobile phone is:
Android Blackberry
6%
51% 9%
34% Of those…
60% N=1,176

32% 9%

iPhone Other
Smartphone Standard phone None

% Smartphone users:
80%
69%  At 60%, smartphone penetration for the entire sample of
62% active social network users is higher than the general
35%
population.
58%
 Smartphone use is highest among the younger age
groups.
Male Female  Tablet users are more likely to own a smartphone.

Q4

Tablet Usage

46%
More likely to own a tablet:
iPad
 Men (47% vs. 40%)
 18-29 and 30-49 year-olds (54%, 49%
39% vs. 30%)
 Smartphone users (59% vs. 21%)

43% Of those…
N=863
Kindle
 Men are more likely than women to
own an iPad or an Android, but they
Use a Tablet are equally likely to own a Kindle
31%

Android
Note: Of the 863 respondents who
use a tablet, 19% (N=165) use
more than one.
8%

Other
Q5

Device Dependence
How dependent are you on each of the following?
(Summary top 2 box – five point scale)

Total Gender Age
Male Female 18-29 30-49 50+
(A) (B) (C)

65% 62% 68% 78% 73% 47%
(C) (C)

57% 62% 51% 50% 58% 60%
(A) (A)

42% 42% 42% 57% 46% 28%
(B,C) (C)

18% 20% 17% 26% 22% 9%
(C) (C)

Q6

Dependence on Smartphone
 Faced with mobile phone “separation”, respondents are primarily concerned with the inability
to communicate with others, primarily via calls and secondarily via text.

If on a typical day, you accidentally left your mobile
phone at home, which of the following would concern you most?

Not being able to make/receive voice calls 41%

Not being able to send/receive text messages 24%

Not knowing anyone's phone number 14%

Not having GPS or a map app to find where I am going 4%

Not having instant access to what's happening on social media 4% 18-29 30-49 50+

Not having instant access to the latest and breaking hard news 2% Inability to call 28% 46% 51%
Not having instant access to the latest and breaking
2% Inability to text 37% 19% 13%
gossip, entertainment, celebrity and style news

Not having entertainment from my gaming apps 2%

Other 3%

I would have no concerns 6%
Q7
N=1,176 (Smartphone users) 14 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.

First Daily Use of Media

After you wake up in the morning, how much
time normally passes before you do each of the following?

<5 Minutes <1 Hour
 No differences by age or gender in how
20% 56% quickly respondents turn on the TV

 Men and women reach for the mobile phone
with similar timing
20% 52%  Younger respondents are significantly more
likely to use their mobile phone soon after
waking

11% 60%  Men are more likely than women to use a
computer soon after waking up

 Men are more likely than women to read a
3% 26% newspaper within one hour of waking up

 Men and younger respondents are more
3% 16% likely to reach for their tablet after waking

Q8

Daily Activities – Computers
 Nearly all respondents rely on their computer daily to use email, and three-quarters use it daily for social
networks. Men are more likely than women to use their computer to check the weather, the stock
market, and sports scores, as well as to read the news and use their calendar. Women are more likely than
men to use their computer for email, social networks, and checking celebrity gossip.
On a daily basis, which of the following things do you do, using your computer?
Gender Age
Male Female 18-29 30-49 50+
(A) (B) (C)
Check/send email 86% 84% 87% 78% 83% 93%
(A) (A,B)

Log in to social networks 74% 71% 76% 74% 73% 74%

Read the news 65% 69% 62% 61% 67% 66%
(A)

Check the weather forecast 55% 58% 52% 46% 54% 61%
(A) (A,B)

Play games 53% 52% 54% 58% 52% 52%
(C)

Check entertainment/celebrity gossip 39% 37% 42% 46% 43% 30%
(C) (C)

Check sports scores 35% 50% 20% 34% 38% 32%
(C)

Review calendar/appointments 31% 35% 26% 28% 32% 30%

Check the stock markets 23% 34% 13% 21% 25% 23%
Q9

Daily Activities – Mobile Phones
 Daily use of mobile phones centers around organizational activities like email, weather, and
calendars. In general, men and younger respondents rely more on their mobile phone for
daily activities.

On a daily basis, which of the following things do you do, using your mobile phone?
Gender Age
Male Female 18-29 30-49 50+
(A) (B) (C)
Check/send email 38% 40% 36% 56% 45% 17%
(B,C) (C)

(B,C) (C)

(B,C) (C)

(B,C) (C)

Play games 30% 30% 30% 50% 36% 10%
(B,C) (C)

Read the news 21% 23% 19% 32% 26% 7%
(B,C) (C)

(B,C) (C)

(B,C) (C)

(C) (C) Q9

Daily Activities – Tablets
 Daily tablet use focuses primarily on recreational activities like playing games and social
networks. In general, men and younger respondents rely more on their tablet for daily
activities.

On a daily basis, which of the following things do you do, using your tablet?
Gender Age
Male Female 18-29 30-49 50+
(A) (B) (C)
Play games 18% 20% 15% 26% 20% 10%
(B,C) (C)

(B,C) (C)

Check/send email 15% 17% 13% 22% 17% 8%
(B,C) (C)

Read the news 14% 16% 12% 20% 17% 6%
(C) (C)

(C) (C)

(C) (C)

(C) (C)

(B,C) (C)

(C) (C) Q9

Daily Activities by Device

On a daily basis, which of the following things do you do, using each of the devices listed?

Check/send email 86% 38% 15% 2%
Log in to social networks 74% 35% 16% 12%
Read the news 65% 21% 14% 22%
Check the weather forecast 55% 37% 11% 19%
Play games 53% 30% 18% 26%
Check entertainment/celebrity gossip 39% 16% 9% 49%
Check sports scores 35% 20% 8% 52%
Review calendar/appointments 31% 37% 9% 39%
Check the stock markets 23% 11% 6% 68%

Q9

Device Preference

If both your mobile phone and tablet are available, which do
you normally choose for each of the following types of activities?

No No
Preference Preference

Books 16% 64% 20% Navigation 58% 22% 20%
Business 29% 36% 35% News 31% 40% 30%
Education 16% 47% 36% Photo & Video 46% 33% 20%
Email 47% 38% 15% Productivity 26% 34% 39%
Entertainment 29% 46% 25% Reference 24% 38% 38%
Finance 26% 37% 37% Social networking 41% 35% 24%
Games 33% 45% 22% Sports 27% 28% 44%
Health & Fitness 21% 35% 44% Travel 23% 35% 42%
Lifestyle 21% 34% 44% Utilities 22% 35% 44%
Medical 20% 37% 43% Weather 48% 25% 26%
Music 48% 29% 23%
Q10
N=694 (Use smartphone and tablet) 20 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.

Device Preference – By Gender


Books Business Education Email Entertainment Finance Games

Total 16% 29% 16% 47% 29% 26% 33%

Male 17% 31% 18% 47% 28% 25% 30%

Female 16% 28% 15% 47% 29% 26% 37%

Total 64% 36% 47% 38% 46% 37% 45%

Male 62% 41% 50% 38% 49% 43% 46%

Female 66% 29% 44% 38% 44% 30% 42%

Total 20% 35% 36% 15% 25% 37% 22%
No
Male 21% 28% 33% 15% 23% 32% 23%
Preference
Female 19% 44% 40% 15% 27% 44% 20%

Q10



Health & Fitness Lifestyle Medical Music Navigation News Photo & Video

Total 21% 21% 20% 48% 58% 31% 46%

Male 21% 23% 21% 44% 55% 31% 39%

Female 20% 19% 20% 52% 62% 30% 56%

Total 35% 34% 37% 29% 22% 40% 33%

Male 37% 33% 39% 33% 26% 42% 40%

Female 34% 35% 35% 25% 16% 37% 25%

Total 44% 44% 43% 23% 20% 30% 20%
No
Male 42% 44% 40% 23% 19% 27% 22%
Preference
Female 46% 46% 45% 22% 22% 33% 18%

Q10



Productivity Reference Social Networking Sports Travel Utilities Weather

Total 26% 24% 41% 27% 23% 22% 48%

Male 29% 24% 37% 32% 24% 21% 44%

Female 24% 24% 45% 21% 22% 22% 54%

Total 34% 38% 35% 28% 35% 35% 25%

Male 37% 41% 39% 34% 39% 41% 28%

Female 31% 33% 31% 21% 30% 27% 22%

Total 39% 38% 24% 44% 42% 44% 26%
No
Male 34% 34% 24% 34% 37% 38% 29%
Preference
Female 46% 42% 24% 58% 47% 51% 24%

Q10

Device Preference – By Age


Books Business Education Email Entertainment Finance Games

Total 16% 29% 16% 47% 29% 26% 33%

18-29 (A) 20% (C) 35% 23% (C) 49% 36% (C) 30% (C) 37%

30-49 (B) 18% (C) 27% 16% (C) 47% 28% (C) 26% 34%

50+ (C) 6% 25% 6% 44% 18% 17% 26%

Total 64% 36% 47% 38% 46% 37% 45%

18-29 (A) 62% 34% 47% 37% 46% 35% 46%

30-49 (B) 62% 39% 48% 36% 47% 38% 41%

50+ (C) 72% 31% 46% 42% 46% 38% 51%

Total 20% 35% 36% 15% 25% 37% 22%
No
18-29 (A) 18% 31% 30% 14% 19% 35% 17%
Preference
30-49 (B) 21% 34% 36% 17% 25% (A) 36% 25% (A)

50+ (C) 22% 44% 49% (A) 13% 35% (A) 45% 23%

Q10



Health & Fitness Lifestyle Medical Music Navigation News Photo & Video

Total 21% 21% 20% 48% 58% 31% 46%

18-29 (A) 27% (C) 26% (C) 26% (C) 56% (C) 63% 35% (C) 51%

30-49 (B) 21% (C) 23% (C) 19% 46% 55% 31% 44%

50+ (C) 9% 9% 13% 39% 57% 22% 45%

Total 35% 34% 37% 29% 22% 40% 33%

18-29 (A) 34% 32% 33% 26% 18% 37% 32%

30-49 (B) 37% 33% 39% 30% 24% 39% 34%

50+ (C) 33% 41% 40% 34% 22% 46% 33%

Total 44% 44% 43% 23% 20% 30% 20%
No
18-29 (A) 39% 42% 41% 19% 19% 28% 17%
Preference
30-49 (B) 42% 44% 42% 24% 21% 30% 22%

50+ (C) 58% (A,B) 50% 46% 28% 21% 32% 22%

Q10



Productivity Reference Social Networking Sports Travel Utilities Weather

Total 26% 24% 41% 27% 23% 22% 48%

18-29 (A) 32% (C) 27% 45% (C) 32% (C) 26% (C) 26% (C) 52%

30-49 (B) 28% (C) 22% 43% (C) 27% (C) 24% (C) 23% (C) 49%

50+ (C) 12% 24% 28% 17% 15% 11% 39%

Total 34% 38% 35% 28% 35% 35% 25%

18-29 (A) 32% 34% 32% 26% 32% 34% 22%

30-49 (B) 36% 39% 35% 33% (C) 36% 34% 25%

50+ (C) 35% 39% 44% (A) 21% 39% 37% 32% (A)

Total 39% 38% 24% 44% 42% 44% 26%
No
18-29 (A) 36% 38% 24% 42% 42% 40% 27%
Preference
30-49 (B) 36% 38% 22% 40% 40% 43% 26%

50+ (C) 53% (A,B) 37% 28% 61% (A,B) 46% 52% 28%

Q10

Expected Mobile Device Capabilities
 In general, respondents who are younger than 50 have higher expectations about mobile
functionality. Women are more likely than men to expect to be able to manage scheduling
tasks like ordering food, making doctor appointments, and scheduling spa/personal care
appointments.
Which of the following do you expect to be able to do via a mobile device?
Gender Age
Male Female 18-29 30-49 50+
(A) (B) (C)
Banking 71% 73% 69% 76% 72% 64%
(C) (C)

Order food/delivery 64% 60% 69% 70% 66% 55%
(C) (C)

Make a restaurant reservation 55% 54% 55% 57% 55% 50%

Check public transportation routes/statuses 51% 52% 50% 60% 53% 37%
(B,C) (C)

Book travel/Check-in for travel 51% 50% 52% 53% 54% 43%
(C) (C)

Make a doctor appointment 50% 45% 56% 49% 51% 51%

Make a spa/personal care appointment 34% 31% 38% 35% 38% 27%
(C) (C)

Reserve spaces at gym classes 24% 24% 23% 26% 27% 14%
(C) (C)
Q11
N=1,345 (Use smartphone or tablet) 27 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.

How Mobile Technology is Changing Our Lives
Mobile technology allows us to do so many things – what is the
most significant way in which mobile technology has changed your life?
(Open End)
Accessibility to things has been made Just the immediate ability to connect with
easier, faster, more knowledgeable having access to someone. I'm 54 and grew up with pay phones
the internet at your fingertips 24/7. The ability to keep when we were out. How fantastic it is that we
in contact with whoever, whenever. It has made life for can call anyone, any time, anywhere. The kids
me more convenient, productive, I believe all around today, would answer this differently; but to
better.
Primary Themes: me, that is the most important.

Convenience
Have we forgotten no more payphones. I GPS/directions
tend to get lost, I can get driving directions
on the spot. I can compare prices before Staying connected It has allowed me to
shopping or in the store to make the most Many features in one device carry an encyclopedia
of my budget. Can communicate with full of answers in the
people from around the world.
Access information/Internet anywhere
palm of my hands every
Keep in touch with friends/family/others where I go. It allows me
to communicate with
anyone at any time
without any
inconvenience.
I can connect with family and friends that
live out of town instantly. Do my banking. I
can take and send family photo's to friends
and family, access the internet for I think the most significant way mobile technology
directions and maps. Play games when I'm has changed my life is that is had made things
bored. and much more! easier. Now I can search Google, call people, and a
have GPS system all through my phone.


Post-Purchase Behavior


Post-Purchase Actions
 The primary post-purchase activity involves researching how to use a product, and over half
of respondents regularly share photos post-purchase.

How often do you do each of the following after making a purchase?
(Summary top 2 box – four point scale)
Gender Age
Male Female 18-29 30-49 50+
(A) (B) (C)
Do research on how to use a product 60% 63% 57% 59% 65% 55%
(A,C)
Share a photo 56% 52% 61% 64% 61% 46%
(C) (C)
Respond to retailer prompts to provide feedback 50% 49% 52% 46% 53% 50%
(A)
Fill out a warranty online 47% 51% 44% 39% 51% 49%
(A) (A)
Comment about it on a social network 44% 41% 48% 60% 50% 28%
(B,C) (C)
Return a postal warranty card 42% 43% 41% 29% 42% 52%
(A) (A,B)
Post a review on a retailer or brand website 38% 37% 38% 40% 45% 28%
(C) (C)
Share a video 35% 35% 35% 47% 38% 23%
(B,C) (C)
Comment on a blog 31% 32% 30% 40% 34% 21%
(B,C) (C)
Scan a barcode or QR code 28% 30% 26% 32% 34% 19%
(C) (C)
Q13

Reasons for Post-Purchase Actions
 Nearly three-quarters of respondents take some kind of action post-purchase. The primary
action taken is expressing satisfaction, and over one-third regularly make product
recommendations.

Why do you generally take action (provide a review, post a comment, etc.) after making a purchase?
Gender Age
Male Female 18-29 30-49 50+
(A) (B) (C)
To express satisfaction 49% 47% 52% 57% 52% 42%
(C) (C)
To make a recommendation 35% 33% 37% 42% 39% 27%
(C) (C)
Because you were helped by a review before
27% 26% 28% 30% 29% 22%
the purchase
(C) (C)
To ask questions about a product/service 26% 28% 24% 30% 29% 20%
(C) (C)
To complain 25% 24% 27% 28% 28% 21%
(C) (C)
To brag to friends 11% 11% 11% 21% 12% 4%
(B,C) (C)
I generally do not take action after making a
28% 39%
purchase 30% 26% 17% 24%
(A) (A,B)

Q14

Likelihood to Take Post-Purchase Actions
 Respondents are most likely to take action post-purchase when they have a positive
experience. Women are more likely to say “no difference”, and younger respondents are
significantly more likely to act after a positive experience.

Are you more likely to take action (provide a review, post a comment, etc.)
after making a purchase when you have a positive or negative experience?

Total 43% 38% 18%
Gender
Male 45% 36% 19%
Female 42% 41% 17%

Age
18-29 (A) 54% (B,C) 27% 19%
30-49 (B) 43% (C) 38% (A) 19%
50+ (C) 34% 50% (A,B) 17%
Q15
N=1,436 (Take action after making a purchase) 32 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.

Change In Frequency of Post-Purchase Actions
 One-third of respondents say they take more post-purchase actions than they did a year ago.

Compared to a year ago, do you take action (provide a
review, post a comment, etc.) after making a purchase more or less?

50%

19% 32%
24%

9% 10%
8%

Considerably less Somewhat less than The same as a year Somewhat more Considerably more
than a year ago a year ago ago than a year ago than a year ago

Q16

Product Reviews and Comments

For which of the following types of products have you
provided a review or posted a comment after making a purchase?

Restaurants 46%
Food 45%
Electronics 38%
Appliances 34%
Household products 30%  Respondents are most likely to post reviews and
Apparel 28% comments about restaurants and food products
Automobiles 22%
Personal care products 21%
Travel 21%
 Men are more likely to comment about
Entertainment related 19% electronics, automobiles, alcoholic
Alcoholic beverages 14% beverages, sports related products, and finance
Sports related 14% companies
Telecommunications 13%
Magazines/newspapers 10%  Women are more likely to comment about
Financial service companies 10% food, household, and personal care products, as
Educational institutions 9%
Celebrities
well as apparel
9%
Non-alcoholic beverages 9%
Pharmaceutical 7%  The average number of categories respondents
None of the above 9% have commented on is 4.00

Q17

Contact Information via Social Media
 Nearly half of respondents rely on social networks to locate company/brand contact
information.

Have you ever used a brand's social media site(s) to locate brand
contact information (i.e., phone number, physical address, email address)?
(% saying “Yes”)
61%
59%
55%
51%
48% 49%
46%

38%
36% 36%

Total Male Female 18-29 30-49 50+ Yes No Yes No
Gender Age Smartphone user Tablet user

Q18

Online Etiquette


Reasons for Hiding/Un-friending People
 Respondents are most likely to hide friends to avoid too much personal detail or too many posts.
Avoiding problems with a spouse or partner is the primary reason given for un-friending.

For which of the following reasons do you hide and/or un-friend people on Facebook or other social sites?

54%
I don’t want to know every detail about them
24%

49%
They post too often in general
20%

They are a co-worker and I want to keep 44%
work/personal life separate 19%

43%
They have different opinions/values than I do
21%

42%
They are too political
24% Hide
They promote their work or business too much
40% Unfriend
25%

30%
To avoid problems with my spouse/partner
32%

Q19


For which of the following reasons do you hide people on Facebook or other social sites?

Gender Age
Male Female 18-29 30-49 50+
(A) (B) (C)
I don’t want to know every detail about them 54% 54% 54% 59% 56% 48%

They post too often in general 49% 46% 51% 57% 52% 41%
(C)
They are a co-worker and I want to keep
44% 45% 42% 52% 43% 39%
work/personal life separate
(B,C)

They have different opinions/values than I do 43% 44% 42% 53% 42% 36%
(B,C)

They are too political 42% 41% 42% 51% 43% 33%
(B,C)
They promote their work or business too
40% 38% 42% 48% 43% 32%
much
(C) (C)

To avoid problems with my spouse/partner 30% 32% 28% 34% 31% 26%

Q19


For which of the following reasons do you un-friend people on Facebook or other social sites?

Gender Age
Male Female 18-29 30-49 50+
(A) (B) (C)
I don’t want to know every detail about them 24% 26% 24% 26% 23% 24%

They post too often in general 20% 23% 18% 25% 17% 21%
(B) (B)
They are a co-worker and I want to keep
19% 20% 18% 26% 19% 14%
work/personal life separate
(C)

They have different opinions/values than I do 21% 22% 21% 18% 21% 24%
(A) (A,B)

They are too political 24% 27% 22% 23% 24% 26%
(A,B)
They promote their work or business too
25% 30% 20% 27% 22% 26%
much (B)

To avoid problems with my spouse/partner 32% 34% 30% 41% 32% 25%
(B,C)

Q19

Reasons to Stop Following Brands
 One-third of respondents have stopped following a company or brand, with women and
younger respondents more likely to do so.

Have you ever stopped following or Why have you stopped following
“un-liked” a company or brand on a social network? or “un-liked” a company or brand?

Their posts are not relevant to me 49%

18%
They post too often in general 38%

Of those… They don’t provide the content I was
35%
32% expecting or was promised
N=642
49% They don’t provide
30%
coupons, discounts, or specials

They have different opinions/values
than I do
22%
Yes
No I follow too many brands as it is 18%
Have never followed or liked a company or brand

Q20, Q21

Reasons to Stop Following Celebrities
 Almost half of respondents say they don’t follow celebrities. Irrelevant posts are the primary
reason respondents stop following celebrities.

Have you ever stopped following or Why have you stopped
“un-liked” a celebrity on a social network? following or “un-liked” a celebrity?

Their posts are not relevant
38% 46%
to me

Of those…
15% I don’t like them anymore 43%
N=300

47% They have different
34%
opinions/values than I do

They post too often in
Yes No Have never followed or liked a celebrity 27%
general

Q22, Q23

Acceptable Methods of Communication
 Technology can be used to get a date, but when it comes to breaking up, it should be done in
person. Men are more likely than women to say it’s okay to break up in ways other than face
to face.

Regardless of your current dating status, which of the following do you feel
are acceptable ways to ask someone out on a date or break up with someone?

88%
Face to face
91%

70%
Phone call
28%

30%
Text
9%

26%
Email
8%

21%
Social network
5%
Ask someone out on a date
21% Break up with someone
Instant message
6%

1%
Other
1%
Q24, Q25


Regardless of your current dating status, which of the
following do you feel are acceptable ways to ask someone out on a date?

Gender Age
Male Female 18-22 23-28 29-35 36-45 46+
(A) (B) (C) (D) (E)
Face to face 88% 87% 90% 90% 86% 85% 86% 91%
(B,C,D)

Phone call 70% 65% 75% 64% 65% 70% 71% 73%
(A,B)

Text 30% 29% 31% 43% 42% 34% 36% 19%
(C,E) (E) (E) (E)

Email 26% 27% 25% 17% 27% 30% 33% 25%
(A) (A) (A,E) (A)

Social network 21% 23% 19% 25% 30% 30% 24% 13%
(E) (E) (E) (E)

Instant message 21% 21% 20% 25% 26% 23% 24% 16%
(E) (E) (E) (E)

Other 1% 1% 1% 0% 2% 0% 1% 2%
(A) (A,C)

Q24


following do you feel are acceptable ways to break up with someone?

Gender Age
Male Female 18-22 23-28 29-35 36-45 46+
(A) (B) (C) (D) (E)
Face to face 91% 90% 94% 91% 86% 87% 90% 96%
(A,B,C,D)

Phone call 28% 27% 28% 27% 33% 32% 35% 22%
(E) (E) (A,E)

Text 9% 12% 7% 16% 13% 12% 13% 4%
(E) (E) (E) (E)

Email 8% 11% 6% 8% 10% 11% 10% 7%
(E) (E)

Social network 5% 7% 4% 8% 8% 9% 5% 2%
(E) (E) (D,E) (E)

Instant message 6% 7% 4% 9% 9% 7% 6% 3%
(E) (E) (E) (E)

Other 1% 1% 1% 0% 1% 1% 1% 2%

Q25


following do you feel are acceptable ways to ask someone out on a date?

Gender Age
Male Female 18-22 23-28 29-35 36-45 46+
(A) (B) (C) (D) (E)
Face to face 89% 87% 90% 90% 89% 86% 84% 91%
(D)

Phone call 72% 66% 78% 65% 67% 74% 72% 76%
(A,B)

Text 33% 31% 35% 44% 42% 37% 35% 22%
(E) (E) (E) (E)

Email 26% 27% 26% 16% 26% 28% 29% 30%
(A) (A) (A) (A)

Social network 24% 26% 21% 25% 30% 30% 27% 16%
(E) (E) (E) (E)

Instant message 22% 24% 22% 24% 26% 22% 22% 20%

Other 1% 1% 1% 0% 1% 0% 1% 1%

Q24
N=1,085 (Unmarried respondents) 45 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.


following do you feel are acceptable ways to break up with someone?

Gender Age
Male Female 18-22 23-28 29-35 36-45 46+
(A) (B) (C) (D) (E)
Face to face 92% 89% 95% 92% 89% 88% 88% 96%
(A,B,C,D)

Phone call 29% 30% 28% 24% 34% 35% 37% 24%
(A,E) (A,E) (A,E)

Text 10% 12% 8% 15% 12% 10% 15% 5%
(E) (E) (E) (E)

Email 9% 12% 6% 8% 7% 10% 8% 10%

Social network 6% 8% 4% 7% 8% 8% 6% 3%
(E) (E) (E)

Instant message 6% 8% 5% 8% 9% 8% 6% 4%
(E)

Other 1% 1% 1% 0% 1% 1% 1% 2%

Q25
N=1,085 (Unmarried respondents) 46 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.

Response to Text Messages
 Over one-third of respondents expect responses to their texts within five minutes, and about
six out of ten expect a response in 15 minutes or less. In general, younger respondents are
more likely to expect a quick response.

When you send a text and are expecting a response, At what point do you think it is too late to
how quickly do you expect people to respond? respond to a text message you received?

Immediately 8% After an hour 12%
Within 5 minutes 28%
After a few hours 15%
Of those who After a day 28%
send texts…
Within 45 minutes 2% After two days 10%
N=1,726
After three days 4%
An hour or more 7%
I don't send texts 13% It's never too late 30%

Q26, Q27


When you send a text and are expecting a
response, how quickly do you expect people to respond?

Gender Age
Male Female 18-29 30-49 50+
(A) (B) (C)
Immediately 8% 8% 8% 11% 9% 6%
(C) (C)

Within 5 minutes 28% 27% 29% 42% 31% 16%
(B,C) (C)

Within 15 minutes 23% 23% 23% 25% 26% 18%
(C) (C)

Within 30 minutes 14% 12% 16% 12% 15% 14%

Within 45 minutes 2% 2% 2% 2% 2% 1%

Within 60 minutes 5% 6% 5% 4% 6% 6%
(A)

An hour or more 7% 8% 5% 3% 5% 10%
(A) (A,B)

I don't send texts 13% 14% 12% 3% 6% 28%
(A) (A,B)

Q26


At what point do you think it is too late
to respond to a text message you received?

Gender Age
Male Female 18-29 30-49 50+
(A) (B) (C)
After an hour 12% 14% 10% 15% 12% 9%
(C)

After a few hours 15% 18% 13% 19% 14% 13%
(B,C)

After a day 28% 29% 26% 30% 28% 25%

After two days 10% 9% 10% 8% 9% 12%

After three days 4% 4% 4% 6% 4% 2%
(C)

It's never too late 30% 25% 35% 22% 31% 37%
(A) (A,B)

Q27
N=1,726 (Send texts) 49 © 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.

Social Network Behaviors
 Women are more likely than men to say their use of social networks has increased, but men
are more likely to adjust privacy settings, to use social networks at work, and to keep tabs on
their significant other.

How much do you agree or disagree with each of the following statements?
(Summary top 2 box – five point scale)
Gender Age
Male Female 18-29 30-49 50+
(A) (B) (C)
I use social networks more than I did a
53% 48% 58% 55% 57% 48%
year ago (C) (C)
I use privacy settings to limit what my
co-workers can see on my social 40% 44% 37% 48% 47% 27%
networks (C) (C)

I use privacy settings to limit what my
40% 42% 39% 53% 46% 26%
family can see on my social networks
(B,C) (C)
I use social networks to find out
anything I can about a person before a 30% 30% 30% 49% 33% 14%
first date or when we first start dating (B,C) (C)

I use social networks while I’m at work 26% 29% 24% 41% 31% 10%
(B,C) (C)

I use social networks to keep tabs on my
20% 22% 19% 34% 25% 6%
significant other
(B,C) (C)

Q28

Appendix


Demographics

What is your gender? Age range

18-29 26%
Female 50%

30-39 21%

Male 50% 40-49 18%

50-59 20%

60+ 16%

Q1, Q2

Demographics

What is your marital status? What is the highest level of
education you’ve completed?

Married 45% Some high school 4%

High school graduate 38%
Single (never been married) 30%

Associates degree/2-year
27%
college/trade school
Divorced/Seperated 13%
Bachelor’s degree 21%

Living with partner 9%
Master’s degree 7%

Widow/Widower 3% Doctorate degree 2%

Q29, Q30

Demographics

Which of the following best What is your total
describes your employment status? household income before taxes?
Employed full-time 35% Less than $25,000 25%

Retired 14%
$25,000-$39,999 20%
Employed part-time 12%
$40,000-$59,999 19%
Homemaker 12%
$60,000-$74,999 12%
Temporarily unemployed 11%
$75,000-$99,999 10%
Self employed 8%
$100,000-$149,999 7%
Full-time student 5%

Other: Disabled 3% $150,000 or more 3%

Other 0% Prefer not to say 6%

Q31, Q32

Performics life on demand 2012 Wave 2

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