1. Life on Demand Research Series2012 Wave 2Sponsored by Performics 1 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential.

2. Background & Objective Social networks are changing the way consumers behave, resulting in new opportunities for companies and brands. Since September of 2009, ROI Research has been conducting a semi-annual study called S-Net for the purpose of understanding how consumers use social networks. Performics has sponsored S-Net since the initial fielding, although the name of study is now Life on Demand. For 2012, ROI and Performics have agreed to shift from a very deep dive into social network use within each vertical to a broader look at how social media and related applications and technologies are impacting nearly all aspects of consumer behavior. This report contains findings for the final fielding of 2012. 2 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential. 3. Methodology 15-minute online survey Respondents must have at least one social network account Total sample of 1,986 (sampling error of 2.2% at 95% confidence level)3 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential. 4. Summary of Findings Use of social networks remains consistent, with over 90% of respondents active on Facebook, just underhalf on YouTube, and over a third using Twitter and Google+. Men are more likely than women to haveYouTube, Google+, and LinkedIn accounts, and women are more likely to have Facebook and Pinterestaccounts. Instagram was added to the list for this fielding, and 14% of respondents have an Instagramaccount (slides 4-6). A total of 60% of respondents are smartphone users and 43% use a tablet. Clearly dependence on mobiledevices is infiltrating virtually every aspect of our lives. In general, two-thirds of respondents arevery/extremely dependent on their mobile phone, compared to 57% saying the same about their desktopcomputer, and 42% about their laptops. This is especially true for women, and younger respondents,who rely heavily on the ability to text (SMS) (slides 8-11). Further findings concerning the degree of mobile penetration (slides 12-24): One in five respondents use their mobile phone within five minutes of waking. Over one-third of all respondents (and over one-half of 18-29 year-olds) use their phone daily foremail, weather, calendars, social networks. Men are more likely than women to use their phonedaily for news, sports, the stock market. Generally respondents will choose to use their tablet instead of their phone, except for things likeemail, listening to music, maps/navigation, photos, social networking, and weather. Nearly three-quarters of respondents expect to be able to bank via mobile devices, and one-half totwo-thirds also expect to be able to order food, make reservations, check public transit, booktravel, and make doctor appointments. Expectations are highest among women and the youngerrespondents.4 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential. 5. Summary of Findings In terms of post-purchase behavior, mobile technology is facilitating activity, as 72% say they generally takesome sort of action after making a purchase. A total of 60% say they at least occasionally research productspost purchase, and about half regularly share photos and respond to retailer prompts for feedback. Menare more likely than women to research products, fill out online warranties, and scan bar codes, and womenare more likely to share photos and comment about purchases on social networks (slide 27). The primary reasons respondents take action post purchase, are to express satisfaction (49%) and makerecommendations (35%), and post-purchase behavior is heaviest among the younger respondents.Respondents are far more likely to take action after a positive experience (43%) than a negative experience(18%), and 32% of respondents say they take more post-purchase action than they did a year ago(slides 28-30). Respondents are most likely to post reviews and comments about restaurants and food products, while menare more likely than women to comment about electronics, automobiles, alcoholic beverages, sports relatedproducts, and finance companies, and women are more likely to comment about food, household products,personal care products, and apparel (slide 31). Just about half of respondents say they have used social media sites in an effort to locate company/brandcontact information, with mobile users and younger respondents most likely to do so (slide 32).5 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential. 6. Summary of Findings The primary reasons respondents hide people on social networks are to avoid too much personalinformation and because they post too often. The primary reasons people un-friend others are to avoidproblems with a spouse or partner, and because of too many work-related posts or business promotion(slide 34). One-third of respondents have stopped following a company or brand on a social network, and the primaryreasons for doing so are irrelevant posts, too frequent posts, and content that is not what was expected.Irrelevant posts are also the top reason people stop following a celebrity (slides 37-38). In general, technology can be used to get a date, but when it comes to breaking up, it should be done inperson. Twenty to thirty percent of respondents say its okay to ask someone out via text, email, socialnetwork, or instant message. Under 10% say its okay to use those channels to break up. Men are morelikely than women to say its okay to break up in ways other than face to face (slides 39-43). Over one-third of respondents expect responses to their texts within five minutes, and about six out of tenexpect a response in 15 minutes or less. In general, younger respondents are more likely to expect a quickresponse. In terms of responding to someone elses text, about half of respondents say waiting more than aday is too long, while 30% say its never too late to respond (slide 44).6 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential. 7. Social Network Accounts All respondents were screened to insure they have at least one social network account. A total of 92% of respondents have a Facebook account, and nearly 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) 92%Total Number of Accounts (7 Max) 47% 28% 30% 38% 4+ 1 35% 25%3 2 18%19%14%23% Q3N=1,9867 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential. 8. Social Network Accounts by Gender Women are statistically more likely than men to have Facebook and Pinterest accounts, while men are more likely to have YouTube, Google+, and LinkedIn accounts. With which of the following social networking sites do you have an account?(Check all that apply)100%95%90%90%80%WomenMen70%60% 53%50%42%37% 39% 38%40% 32%30%30%26% 20%20% 15%10%12%10% 0%Q3N=1,986 8 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential. 9. Social Network Accounts by Age Group Those aged 18-29 are more likely to have an account with all social networks, except for Facebook and LinkedIn. There is a clear correlation between use of social networks and age. With which of the following social networking sites do you have an account? (Check all that apply)100% 93% 92% 92%90%80%74%18-29 30-49 50+70%60%54% 50%50% 46% 42%40% 37%29% 30%30%26% 23% 25%26% 24%19%20%20% 13% 11%10%2% 0%Q3N=1,9869 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential. 10. Devices 10 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential. 11. Mobile Phone UsageCurrent mobile phone is: Android Blackberry6% 51%9%34%Of those60% N=1,176 32%9% iPhone OtherSmartphoneStandard phone None % Smartphone users:80%69% At 60%, smartphone penetration for the entire sample of 62% active social network users is higher than the general35% population. 58% Smartphone use is highest among the younger age groups. Male Female Tablet users are more likely to own a smartphone. Q4N=1,98611 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential. 12. Tablet Usage 46%More likely to own a tablet:iPad Men (47% vs. 40%) 18-29 and 30-49 year-olds (54%, 49% 39%vs. 30%) Smartphone users (59% vs. 21%)43%Of thoseN=863 Kindle Men are more likely than women toown an iPad or an Android, but theyUse a Tabletare equally likely to own a Kindle 31% AndroidNote: Of the 863 respondents whouse a tablet, 19% (N=165) usemore than one. 8%Other Q5N=1,98612 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential. 13. Device DependenceHow dependent are you on each of the following? (Summary top 2 box five point scale)TotalGenderAge MaleFemale 18-29 30-49 50+ (A) (B)(C)65% 62% 68%78% 73%47% (C) (C)57% 62% 51%50% 58%60% (A)(A)42% 42% 42%57% 46%28%(B,C)(C)18% 20% 17%26% 22% 9% (C) (C)Q6N=1,986 13 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential. 14. Dependence on Smartphone Faced with mobile phone separation, respondents are primarily concerned with the inability to communicate with others, primarily via calls and secondarily via text.If on a typical day, you accidentally left your mobilephone at home, which of the following would concern you most?Not being able to make/receive voice calls41%Not being able to send/receive text messages 24%Not knowing anyones phone number14%Not having GPS or a map app to find where I am going4%Not having instant access to whats happening on social media 4%18-29 30-4950+Not having instant access to the latest and breaking hard news2%Inability to call28% 46%51%Not having instant access to the latest and breaking2% Inability to text 37% 19%13% gossip, entertainment, celebrity and style newsNot having entertainment from my gaming apps2%Other 3%I would have no concerns 6%Q7N=1,176 (Smartphone users) 14 2012. All rights reserved. ROI Research Inc. Proprietary and Confidential. 15. First Daily Use of MediaAfter you wake up in the morning, how muchtime normally passes before you do each of the following?