- Most people check social networks throughout the day, with 43% checking before bed and 20% when waking up. Younger people are more likely to check at various times. - Holiday, wedding, and birthday photos are the most commonly viewed pictures on social networks. Younger people are more likely to view different types of photos. - People want brands communicating with them on social media to be professional and friendly, and to respond quickly to any complaints or questions.

1. Social Media
Exclusive data for IAB UK
December 2010
1
Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

2. About this survey
The survey was run on Lightspeed Research's UK online panel in November/December2010. The results are
based on 1,000.
Highlights from the results
• Most people log in to social networks throughout the day, although 43% check social networks before
bed, and one in five check them when they wake up.
• Holiday, wedding and birthday party photos are the most commonly viewed pictures on social
networks
• 28% have uploaded a picture of a meal they were eating to a social network site - this increases to
47% for 18-34 year olds
• About one quarter of respondents had texted a friend or updated their Facebook status about an X-
Factor performance.
• Three quarters of respondents heard about Michael Jackson's death on the news
• Most respondents make complaints via a website (44%) or by phone (26%)
• Those who lodged a complaint online were asked how quickly they would expect a brand to get back
to them. For all options, within a day was the most common answer.
• Being professional and friendly are the two characteristics respondents most want in a brand to have
in their advertising and communications
Results
• Most people log in to social networks throughout the day, although 43% check social networks before
bed, and one in five check them when they wake up.
o Women are more likely than men to log in at lunchtime
o 18-34 year olds are the most likely to log in at any of the time periods we asked about
o Those in the North are most likely to login throughout the day, while those in the south are the
most likely to login at lunch time
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Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

3. When do you normally login to social
networking sites:
Total Male Female
50 % % %
48
52
45 %
43 % 41 %
21 %
19 % % %18 %
19 18
15 % 15 % % % 13 % %
14
17
14 12 %
9% %%
11
8
2% % %
1 2
I login Bef ore you When you At lunch At dinner While I am During work At school
regularly go to bed wake up time time on the go
through out (i.e. through
the day my mobile)
Source: Lightspeed Research, UK data
3
Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

4. When do you normally login to social
networking sites:
18 – 34 35 – 54 55 – 64
55 % 57 %
48 % %
45
44 %
30 %
27 % 26 % 25 % 24 %
16 % 15 % % 15 %
11 % 13 11 % %
10 9% 7%
3% 5% 4%
0% %
0
I login Bef ore you When you At lunch At dinner While I am During work At school
regularly go to bed wake up time time on the go
through out (i.e. through
the day my mobile)
Source: Lightspeed Research, UK data
When do you normally login to social
networking sites:
North Midlands South
55 %
47 % % 45 % %
48 45
38 %
23 %
19 % % % 18 %
18 18 18 %
15 % 13 % % 14 % % %
14 12 12 10 % % %
8 10
2% % %
1 1
I login Bef ore you When you At lunch At dinner While I am During work At school
regularly go to bed wake up time time on the go
through out (i.e. through
the day my mobile)
Source: Lightspeed Research, UK data
4
Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

5. • Holiday, wedding and birthday party photos are the most commonly viewed pictures on social
networks
o Once again 18-34s are the age group most likely to have viewed each type of picture on a
social network site
o One in five 55-64 year olds haven't looked at any of these picture types on a social network
site
Have you viewed pictures from the following
occasions on a social networking site?
Total Male Female
76 % % %
75 77
70 %
65 % %
59 63 % % 66 %
60
23 % % %
22 23
14 % % %
16
12
3% 4% 2%
holiday wedding birthday party christening f uneral None of the
above
Source: Lightspeed Research, UK data
Have you viewed pictures from the following
occasions on a social networking site?
18 – 34 35 – 54 55 – 64
82 %
74 % % 76 % 77 %
72
60 %
59 %
56 %
47 %
31 %
18 % %
21
16 %
20 %
8%
4% 2% 2%
holiday wedding birthday party christening f uneral None of the
above
Source: Lightspeed Research, UK data
5
Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

6. • 28% have uploaded a picture of a meal they were eating to a social network site - this increases to
47% for 18-34 year olds
o Men are more likely than women to have done this
Proportion that have uploaded a picture of a meal
they were eating onto a social network site
47 %
32 % 31 %
28 % 27 %
24 % 25 %
21 %
13 %
Total Male Female 18 – 34 35 – 54 55 – 64 North Midlands South
Source: Lightspeed Research, UK data
• About one quarter of respondents had texted a friend or updated their Facebook status about an X-
Factor performance.
o Women and those aged 18-34 were slightly more likely to have done these things than men
o Those living in the South (19%) were much less likely to have updated their Facebook status
about a performance than those in the Midlands (25%) or the North (26%)
Have you ever done any of the following things
whilst watching X Factor?
Total Male Female
55 %
51 %
46 %
29 %
26 % 24 %22 %25 %
22 %
14 %13 % 14 %
9 % 10 % 7 %
5% 6% 4%
Texted a f riend Updated status on Phoned a f riend Sent an email Sent a tweet about I don’t watch X
about a Facebook about a about a about a a perf ormance Factor
perf ormance perf ormance perf ormance perf ormance
Source: Lightspeed Research, UK data
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Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

7. Have you ever done any of the following things
whilst watching X Factor?
18 – 34 35 – 54 55 – 64
70 %
51 %
38 % 39 %
32 %
23 %
23 %
15 %14 %
12 % 11 % 11 % 11 % 9 % 10 %
4% 3% 2%
Texted a f riend Updated status on Phoned a f riend Sent an email Sent a tweet about I don’t watch X
about a Facebook about a about a about a a perf ormance Factor
perf ormance perf ormance perf ormance perf ormance
Source: Lightspeed Research, UK data
• Three quarters of respondents heard about Michael Jackson's death on the news
o Twitter was the least common way of hearing the news
How did you first hear about Michael Jackson
dying?
Total 18 – 34 35 – 54 55 – 64
91 %
77 %
74 %
58 %
12 % 12 % 11 %
8% 6 %5 % 7% 5% 6% 5% 5 %4 %5 %3 %
2% 0% 2 %3 %1 %0 %
On the news Someone told you On a social Via text message Other On Twitter
in person networking site
Source: Lightspeed Research, UK data
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Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

8. • Most respondents make complaints via a website (44%) or by phone (26%)
o 18-34 year olds are the least likely to use phone or post, and the most likely to use a
Facebook
o One in five have never made a complaint
How do you normally make complaints about
brands?
Total Male Female
45 %
44 % 42 %
38 %
36 %
33 %
24 % 19 %
22 % %
19 20 % 20 %
12 %
8% 8 %8 %8 %
5%
2 %3 %1 % 1 %0 %1 %
Via a website On the phone Via post On a f orum On a On Twitter Other social I have not
Facebook networking made a
page site complaint
Source: Lightspeed Research, UK data
How do you normally make complaints about
brands?
18 – 34 35 – 54 55 – 64
45 %
44 %
40 % 38 % %
39
30 %
25 % %
24 19 % %
22
19 %
16 % 15 %
12 %
7%
5% 5 %4 % 3 %1 %2 %
1 %0 %1 %
Via a website On the phone Via post On a f orum On a On Twitter Other social I have not
Facebook networking made a
page site complaint
Source: Lightspeed Research, UK data
8
Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

9. • Those who lodged a complaint online were asked how quickly they would expect a brand to get back
to them. For all options, within a day was the most common answer, with the majority of respondents
falling in the "within a day" to "within 3 days" window.
o Respondents were more lenient with a complaint lodged on a website, with 27% saying up to
3 days was reasonable, compared to only 16% that gave this time period for a complaint on
Twitter.
o About one in five respondents would expect a response within the hour on twitter or on
Facebook.
o Only a small proportion of respondents expected responses within 10 minutes
o Gender and age results are consistent with the overall
How quickly would you expect a brand to get
back to you? (those who lodged a complaint
online)
Website Twitter Forum Facebook
50 %
42 % % %
43 42
27 %
19 % 21 %
17 %
14 % 16 % 18 %
10 %
6%
5 %6 % 7 %8 %9 %9 % 9 %8 %9 %
3% 2%
Within 10 minutes Within an hour Within a day Within 3 days Within a week Within 28 days
Source: Lightspeed Research, UK data
Base: Those who lodged a complaint online
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Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

10. • Being professional and friendly are the two most important characteristics for a brand to have
Characteristics consumers would like
brands to have in their advertising and
communications
Prof essional 37 %
Friendly 33 %
Creative 26 %
Respectf ul 26 %
Innovative 23 %
Entertaining 17 %
Clever 16 %
Cheap 16 %
Human 15 %
Generous 13 %
Funny 12 %
Cutting-edge 10 %
Cool 9%
Adventurous 7%
Mysterious 3%
Brave 2%
Chatty 1%
Boring 1% Source: Lightspeed Research, UK data
None of the above 6%
Continued over
10
Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

11. • Friendly is more important to women than men
• Innovative and cool are more important to men than women
Characteristics consumers would like
brands to have in their advertising and
communications
Prof essional 36 %
37 %
Friendly 28 % 38 %
Creative 26 %
26 %
Respectf ul 24 % 28 %
Innovative 20 % 25 %
Entertaining 15 % 18 %
Clever 15 % %
17
Cheap 16 %%
17
Human 14 %
15 %
11 % Male Female
Generous 15 %
Funny 10 % 13 %
Cutting-edge 8 % 11 %
Cool 6% 11 %
Adventurous 6% 8%
Mysterious 33 %
%
Brave 2%
2%
Chatty 11 %
%
Boring 01 %
%
Source: Lightspeed Research, UK data
None of the above 5% %
7
Continued over
11
Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.

12. • The importance of professional, respectful and human communications increases with age
• Innovative, cheap, cool and cutting edge are most important to 18-34s
Characteristics consumers would like
brands to have in their advertising and
communications
Prof essional 29 % 38 % 45 %
Friendly 30 % 34 %
35 %
Creative 28 %
27 %
22 %
Respectf ul 21 % 27 % 32 %
Innovative 26 %
21 %%
22
Entertaining 15 % %
18 %
19
Clever 13 % 17 %%
18
Cheap 14 % 20 %
15 %
Human 12 % 15 %
20 %
12 % % 18 – 34 35 – 54 55 – 64
Generous 13 %
14
Funny 12 %
11 %
12 %
Cutting-edge 6% 9 % 13 %
Cool 8% 14 %
2%
Adventurous 6 %%
7%
8
Mysterious 34 %
2% %
Brave 4%
01 %
%
Chatty 1%
1%
1%
Boring 01%%
1
% Source: Lightspeed Research, UK data
None of the above 5 %%
6
6%
For more information please contact:
Ralph Risk, Marketing Director, EMEA
T: +44 (0)207 896 1950 | M: +44 (0)787 650 7689| F: +44 (0)207 896 1901
rrisk@lightspeedresearch.com | www.lightspeedresearch.com
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Copyright 2010 Lightspeed Research. Proprietary Information. All Rights Reserved.