The document discusses how SurveyMonkey's Audience platform can be used by Raymond James analysts to augment their investment research with proprietary survey data. It provides examples of topics that could be surveyed, such as Netflix subscriber churn rates and reasons for cancellation. The document also showcases Audience's capabilities like tracking consumer sentiments monthly and targeting specific age groups. It emphasizes that Audience can generate high-quality, customized data faster than traditional surveys. Finally, it presents an Q&A section and appendix with example use cases for companies like OpenTable, Yelp, TripAdvisor and Netflix.

1. Raymond James
2013 Internet Outlook Symposium

2. Introduction
Why is SurveyMonkey here?
• Provide some interesting data and trends on the sectors and companies
that many folks in the audience here cover
• Explain some innovative ways to collect custom data and trends to
augment your research
• Showcase how Aaron and the Raymond James team have been using
SurveyMonkey to add proprietary data to their coverage
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3. • The world's most trusted solution for creating, deploying and
analyzing surveys
• Quick Facts:
• 99% of the Fortune 500 are customers
• Over 12,000,000 registered users
• Over 1,500,000 survey responses collected every day
• Global reach supporting 15 languages, 29 currencies
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4. • SurveyMonkey’s new consumer insights platform
• Over 3 million people available to take surveys
• Target on 500+ attributes
• Global respondent network to help find anyone, anywhere
• Integrated survey creation, respondent selection & analysis
• High quality, customized data in days, not weeks
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5. What types of companies use Audience?
• Advertising / Marketing / PR
• Business Services
• Consumer Packaged Goods (CPG) &
Restaurants
• Financial Services
• Media & Publishing
• Retail
• Technology Products & Services
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6. Investment Research Example Topics
• Recently churned Netflix (NFLX) subscribers
• Why are you canceling? Are the reasons changing over time?
• iPhone 4 and 4s owners (AAPL)
• Are you more likely to buy an iPhone 5 or move to an Android device?
• Lululemon (LULU) shoppers
• If Nordstrom offers similar products, will you still spend $100 on yoga pants?
• Keurig (GMCR) owners
• How frequently do you purchase k-cups?
• How has this changed over time since you purchased your Keurig machine?
• Social networking users (FB, GOOG)
• How often do you post on Facebook, Twitter, Google+?
• How likely are you to click on ads or make purchases on social networks?
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7. Raymond James Research
• Augmenting coverage with proprietary survey data
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8. Data & Insights

9. Disclaimer
• We use Audience data to showcase what investors can do, and how to
structure questions
• We are not financial analysts and leave the analysis to the experts like Aaron &
Raymond James analysts and our investor and equity research clients
• The data we will show is a sampling of topics we have seen to be of interest to
those covering companies and sectors, and much more detailed work can be
done on our platform
• Our platform uses an Internet audience, so all respondents have Internet
access
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10. Audience Monthly Tracking Study
* 1,297 respondents age 18+ used in January 2013 study. Additional participants age 13-18 were added for additional comparisons which may increase
respondent count numbers in other slides. Data from past monthly studies is also included in various slides.
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11. Netflix Subscription & Churn Trends
• 8 months of trended data
• Same question asked
every month, 5 point scale
(top 2 summed in chart)
• Tight band (forward 3
month) between 5-10%
• Likely up and down with
seasonality
• May help benchmark
against expected seasonal
churn trends
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12. Netflix Cancellation Reasons
• 8 months of trended data
• Consistent reasons,
minimal variance m/m
• Usage & Content continue
to be key cancellation
drivers
• Often used by investors to
target people who have
cancelled within the past
1-3 months to catch any
new trends
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13. Online Music
• Question: In a typical week, which
of the following online music
services do you listen to?
• Pandora shows clear leadership
• Youtube considered a popular
music source
• Large dropoff after leaders
• New entrants (Google, Songza,
TuneIn) show up in open ended
responses
* JanConfidential 1,361 respondents
2013 data:

14. Social Networking Viewing & Posting Trends
• Viewing gap between FB & Google+ is <4x
• Posting gap between FB & Google+ is ~6x
• Trends fairly consistent, seasonality evident as well
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15. Social Networking Posting by Age
• 8 month data set (over
6,000 responses)
• FB much stronger posting
activity w/ younger age
groups
• G+ fairly consistent across
age groups
* Nov 2012 - Jan 2013 data: 2,521 total respondents
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16. Daily Deal General Trends
• 3 months of trended data
• Minimal variance m/m
• Overall, ~25% of
consumers use a daily deal
each month
• ~15% of buyers use
multiple sites
• The "Other" category helps
find new entrants (or
potential M&A targets)
• "Deal" very popular, with
"DealChicken" showing up
frequently
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17. Daily Deal Preference by Age Groups
• 3 month data set
• 30-45 year old age group
more likely to purchase
daily deals
• Strongest Groupon loyalty
among age groups
• Groupon brand has relative
strength in younger age
groups (18-29 and 30-45)
* Nov 2012 - Jan 2013 data: 2,521 total respondents
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18. Restaurant Reservations
• ~12% of consumers make
restaurant reservations
• Opentable (OPEN) has a %
60% share of reservations
made
• Further review of
demographics (metro areas,
age, income) would be needed
for deeper analysis
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19. Mobile Device Ownership by Age
• Delta between Android and iPhone ownerships steeper in 18-29 group
• 30-45 year olds more likely to own multiple devices (potentially related to
children)
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20. Q&A

21. When You Need An Audience
Contact us: audience@surveymonkey.com
Visit us: audience.surveymonkey.com
Investors or Research Analysts, feel free to contact me directly:
brent@surveymonkey.com

22. Appendix
Investment Research Use Cases

23. OpenTable (OPEN)
Objectives:
• Understand consumer
satisfaction around OpenTable
• Track consumer usage of the
OpenTable mobile application
Targeted Audience:
• 1,000 respondents
• Mix of males and females
Confidential

24. Yelp (YELP)
Objectives:
• Gauge brand awareness of Yelp
• Determine usage of Yelp
Targeted Audience:
• 1,000 respondents
• Mix of males and females
Confidential

25. TripAdvisor (TRIP)
Objectives:
• Learn more about how
consumers use TripAdvisor
Targeted Audience:
• 1,000 respondents
• Mix of males and females
Confidential

26. Netflix (NFLX)
Objectives:
• Understand likelihood to cancel
amongst Netflix subscribers
Targeted Audience:
• 1,000 respondents
• Mix of males and females
Confidential