Life on Demand:
Participant Behavior and Social Engagement
1 © 2012. All rights reserved. ROI Research Inc.

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%
Q3
N=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%
Q3
N=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 daily
N 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.

Social Network Usage
6 © 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 active
Videos 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%
Q17
N=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 don't expect a response 25%
29% 12%
Q15, Q16
N=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, Q19
N=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 listed
Financial 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
Q21
N=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 brand's 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%
Q22
N=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%
Q23
N=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%
Q24
N=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%
Q25
N=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
Q28
N=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, Q27
N=1,961 / N=594 (Facebook/Twitter users who 17 © 2012. All rights reserved. ROI Research Inc.
login to other sites using account)

Device and Channel Usage
18 © 2012. All rights reserved. ROI Research Inc.

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.
Q5
N=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.
Q6
N=1,961 20 © 2012. All rights reserved. ROI Research Inc.

Social Media Access by Device
Those who access daily+ Access SN sites
are 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
Q7
N=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 5.9
Über Users: 22.2 16.6 11.4 6.2
Gaming System Tablet Magazines Newspapers
Total: 4.5 2.6 1.6 1.5
Über 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%
Q9
N=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%
Q10
N=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
Q11
N=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%
Q12
N=1,961 26 © 2012. All rights reserved. ROI Research Inc.

Social Network Active Account Makeup
Single Account Two Accounts
(N=468) (N=477)
87%
43%
7%
19%
4%
14%
1% 93% 12%
1% 12%
< 1%
Q3
N=1,961 27 © 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.