Performics Social Shopping Summary

Social Shopping Study:Participant Behaviors & Preferenceson Social, Shopping and Deal Sites Summary of Findings October 2011

Study Methodology & Respondent Profiles Conducted among 1,000 participants from the SSI panel of more than 6 million respondents. Respondents must have an active social network account & use social networks at least occasionally in the purchase process. The online survey was in field from 9/27/11 to 10/4/11. At 95% confidence interval, a sample size of 1,000 has a sampling error of 3.1%. Statistical testing was performed to uncover meaningful differences between cells and subgroups. Tests used are paired comparison T-tests and Z-tests at the 95% confidence level. 2

Gender Inequity: Social Network, Shopping &Deal Site Behavioral Differences 3

Men more Active than Women on Social Networks With which of the following social network sites do you have an active account, meaning you visit at least once a month? (Check all that apply) Men 96% Men 36% Women 97% Women 24% Men 54% Men 31% Women 34% Women 20% Men 37% Men 20% Women 24% Women 16%N=1,000 (Total respondents) Q3 4

Men Visit Social Network Pages More Frequently During Purchase Process; Women “Like” Brand/Products More Frequently on Facebook After PurchaseN=1,000 (Total respondents) Q7 5

Men Trump Women In Frequency of 5 of 6 Social Shopping Activities How often do you use [social networks, shopping sites, deal sites] to do each of the following? (Summary – Once a week or more) Male Female Shopping Sites (N=429) Deal Sites (N=256) Shopping Sites (N=460) Deal Sites (N=319) Social Networks (N=476) Social Networks (N=524) 67% 66%Find specials, coupons, or deals 68% Find specials, coupons, or deals 64% 57% 64% 63% 52% Research product information 57% Research product information 40% 54% 43% 61% 52% Read product reviews 58% Read product reviews 42% 53% 45% 62% 50% Compare products 56% Compare products 41% 49% 45% 59% 51% Find product availability 56% Find product availability 41% 48% 40% 50% 47% Store information 50% Store information 32% 45% 41% Q4, Q12, Q18 6

Shopping Sites Command More Gender Equity; Men More Likely to Use Deal Sites, Social Networks How often do you use [social networks, shopping sites, deal sites] at each of the following times? (Summary – Occasionally/Frequently) Male Female Shopping Sites (N=429) Deal Sites (N=256) Shopping Sites (N=460) Deal Sites (N=319) Social Networks (N=476) Social Networks (N=524) 87% 88% In the beginning when In the beginning when 75% 66% searching for a product searching for a product 68% 64% 82% 83% Right before I commit to Right before I commit to 73% 64% purchasing purchasing 65% 64% 57% 54%After I make the purchase After I make the purchase 56% 46% to share my experience to share my experience 61% 58% 56% 55% While Im in the store or While Im in the store or 56% 42% on the website on the website 50% 43% Q5, Q13, Q19 7

Site Popularity:Social Network, Shopping & Deal Sites Throughout the Purchase Process 8

Wide Range of Deal Sites Popular; Groupon and Living Social Top List With which of the following deal sites do you have an account? (Check all that apply) Groupon 47% Living Social 27% Eversave 15% FourSquare 10% Beyond the Rack 9% Shoe Buy 8% Buy with me 6% Bloomspot 6% Haute Look 5% Gilt Groupe 5% One Kings Lane 5% ideeli 4%N=1,000 (Total respondents) Q17 9

Amazon, eBay and Retailers’ Brand Sites Most Popular Shopping Sites With which of the following shopping sites do you visit at least once a month? (Check all that apply) Amazon 69% eBay 53% Retailer website 52% Google shopping 27% Yahoo! Shopping 23% Bing shopping 13% Borrowing websites 7% Flash sales websites 7%N=1,000 (Total respondents) Q11 10

Shopping Sites Most Popular while Searching & Before Committing; Social Networks More Popular After Purchase to Share Experience How often do you use [social networks, shopping sites, deal sites] at each of the following times? (Summary – Occasionally/Frequently) 87% In the beginning when searching for a product 70% 66% 83% Right before I commit to purchasing 68% 64% 57%After I make the purchase to share my experience 51% 59% Shopping Sites 55% Deal Sites While Im in the store or on the website 48% 46% Social Networks Q5, Q13, Q19 11

Nearly 20% of Active Social Networkers Use Social Networks, Shopping and Deal Sites to find Specials, Coupons and DealsHow often do you use [social networks, shopping sites, deal sites] to do each of the following? (Summary – Daily) 17% Find specials, coupons, or deals 19% 18% 10% Research product information 10% 11% 11% Learn about new products 14% 15% 10% Read product reviews 11% 12% 9% Compare products 12% Shopping Sites 10% Deal Sites 8% Find product availability 11% Social Networks 11% 9% Store information 8% 10% Q4, Q12, Q18 12

Social Shopping Influences Participation and Purchasing Behaviors How much do you agree or disagree with the following statements? (Summary – Somewhat/strongly agree) Shopping Sites (N=889) Deal Sites (N=575) Social Networks (N=1,000) 72%[Shopping, Deal, Social] sites are an important part of the 58% purchase process for me 41% 57%I trust user reviews/recommendations on [shopping, deal, 53% social] sites more than others 58% 46% Positive reviews/recommendations regarding 49% products/services cause me to buy things 50% 46% Negative reviews/recommendations on [shopping, deal, 46% social] sites eliminates possibility of purchase 44% Q10, Q16, Q22 13

Emerging Participant Behavior: In-Store Online Activities &Social Shopping Across Verticals 14

20-50 % Occasionally or Frequently Conduct In-Store Social Activities; 18-52 % Occasionally or Frequently Conduct In-Store Search Activities (Summary – Occasionally/Frequently)N=1,000 (Total respondents) Q25 15

60 % of Social Shoppers Wait Less than 10 Minutes for Advice Before Proceeding While at a physical location, have you ever When seeking advice on social networks prior to paused prior to finalizing a purchase in order finalizing a purchase, how long do/would you wait to seek advice on a social network? for feedback before proceeding with purchase? Less than 5 19% No 75% minutes 5 - 10 41% minutes Yes 25% 10 - 20 22% minutes More than 18% 20 minutesN=1,000 (Total respondents) N=252 (Seek advice on social networks to finalize purchase) Q23, Q24 16

Vertical Insights: Social Shopping Popularity Across 17 Key Categories How often do you use [social networks, shopping sites, deal sites] in the purchase process for the following types of products/services? (Summary – Occasionally, Frequently or Every time I purchase) Shopping Sites (N=889) Deal Sites (N=575) Social Networks (N=1,000) 71% 52% Restaurants 64% Telecommunications 38% 66% 44% 82% Electronics 63% 48% 66% Magazines/newspapers 37% 43% 77% Entertainment 58% 50% 66% Automobiles 34% 40% 60% Food 57% Over-the-counter or 45% 59% 36% prescription drugs 39% 66% Household products 56% 47% 56% Financial services 32% 76% 37% Apparel 53% 56% 38% Educational Institutions 28% 61% 36% Travel 49% 53% 39% Non-alcoholic beverages 34% 63% 35% Appliances 49% 51% 25% 59% Alcoholic beverages 28%Personal care products 47% 27% 49% Q6, Q14, Q20 17

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http://retailomania.blogspot.com	21
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Performics Social Shopping Summary

by Performics on Oct 26, 2011

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