This document examines social networking behavior in the United States. It finds that 76% of broadband users actively contribute content online, with 29% regularly contributing through social networking sites like Facebook and MySpace. Facebook has grown rapidly, catching up to MySpace in regular users. The document suggests that brands need to engage with influential fans on social networks, as user-generated content and personal networks are transforming how information and influence spread.

1. | Connect Flickr photo by: D’Arcy Norman Social Networkers U.S. Who they are and what they mean for next-generation online advertising Cate Riegner, Vice President, Research Netpop Research, LLC

2. Consumers are spending more of their online time communicating Not playing. Not shopping. Communicating Call it talking. Call it sharing. Call it whatever. The trend is clear

3. Social networking sites help to drive – and signify – the trend Growing 93% since 2006… Forty million Americans with broadband connections now contribute regularly to the singular, intimate posts on social networking sites

4. The trend is causing traditional content creators and persuaders to lose their longstanding clout Content – once exclusively produced and distributed top-down – competes with individually-produced and distributed micro-media channels: Simple and always distinctive Personal Profile Pages

5. So while brands have always been beholden to their customers, the power of social media makes this truer today than ever No longer are brand just the sum of their attributes Brands are increasingly the sum of their most loyal and influential fans

6. This Netpop® report examines the users who, through the vein of social networking, are transforming not just the way we relate … … but the way information, entertainment and influence are created and perpetuated in society Bring on the Social Networkers

7. The Social Landscape

8. Contributors: 76% (105 million) The vast majority (76%) of broadband users are active contributors to the Web via social media Base: All respondents U.S. N=4384 138 Million U.S. Broadband Users age 13+ Non-Contributors: 24% (33 million) Upload audio Upload video Post to a wiki Publish a blog Upload photos Upload podcasts Publish a website Tag articles, videos Post to a micro-blog Send/forward emails Live in a virtual world Post to a blog, forum Rate or review a product Share files in P2P network Use SN sites/publish personal page

9. Social Networkers: 29% (40 million) Upload audio Upload video Post to a wiki Publish a blog Upload photos Upload podcasts Publish a website Tag articles, videos Post to a micro-blog Send/forward emails Live in a virtual world Post to a blog, forum Rate or review a product Share files in P2P network Use SN sites/publish personal page Approximately 40 million Americans regularly contribute through social networking sites … N=4384 … outnumbering the broadband users who do not contribute via social media channels Contributors: 76% (105 million) 138 Million U.S. Broadband Users age 13+ Non-Contributors: 24% (33 million) Base: All respondents U.S.

11. Facebook grew 500% between 2006 and 2008, catching up to MySpace in regular users in the last year Top Community Sites for Those Employed : LinkedIn Friendster Plaxo Yelp Orkut Match.com Top Community Sites for Students : iMeem LastFM Veoh Facebook Digg LiveJournal Top Community Sites for Retirees : Reunion Groups.Google Classmates Base: All respondents * Trended data rebased on total sample for each year N=4384 N=4068 N=4190 MySpace Yahoo!Groups CraigsList Facebook Groups.Google LinkedIn Percent Among U.S. Broadband Users Who Use Site Regularly Facebook opened to the public in 2006 28% of all U.S. broadband users use MySpace, 25% use Facebook

12. Now that you have been introduced to Netpop | Connect and Social Networkers, we hope you are interested in learning more To access the full report for free before 1/31/09 please register at www.netpopresearch.com Topics covered in the full report include: Social Networkers and Non-Contributors Facebook, MySpace and users of both sites Demos: age, gender, employment, marital status Number people connect with in typical week Regional distribution Mean no. of community sites used regularly by age Modes of communicating online Average hrs. spent online per weekday, weekend day Digital devices used to access the internet Netpop attitudinal segmentation Products purchased or planed for purchased Monthly online spending Sources used to make purchase decisions Passions (special interests) Implications for online advertising