15 countries 7,500 respondents

2. 62 countries 42,000 respondents September 2011: QQ IM – over 700M active users December 2011: Over 845M active users 54 countries 37,600 respondents June 2011: Launch June 2011: Over 200M tweets a day April 2011: Valued at >$36Bn March 2011: 100M members December 2010: 100M users just 2.5 months after launch October 2010: “The Social Network” film released August 2010: Groupon is the fastest growing company of all time 38 countries 23,200 respondents July 2010: 100M check-ins April 2010: iPad released February 2010: Facebook mobile – 100M users August 2009: Xiaonei becomes RenRen Now more than 3.6Bn images on Flickr 29 countries 17,000 respondents June 2009: Launch March 2009: Launch September 2008: First Android phone launch October 2008: Launch August 2008: Over 100M users 21 countries 10,000 respondents April 2008: Facebook overtakes MySpace in popularity 15 countries 7,500 respondents March 2007: Launch January 2007: Launch October 2006: Launch September 2006: Launch July 2008: Launch February 2006: Launch August 2005: Launch April 2005: First video uploaded to YouTube March 2005: Launch January 2005: Launch December 2004: Launch February 2004: Launch January 2004: Launch September 2003: Launch August 2003: Launch June 2003: Launch May 2003: Launch January 2003: Launch March 2002: Launch January 2001: Launch October 1999: Launch

3. Wave 5 Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Czech Republic Denmark Ecuador Egypt Estonia France Germany Hong Kong Hungary India Italy Ireland (ROI) Japan Korea KSA Kuwait Latvia Lebanon Lithuania Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Qatar Romania Russia Serbia Singapore Slovakia South Africa Spain Sweden Taiwan Thailand Tunisia Turkey UAE UK Ukraine US Wave 6 Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Croatia Czech Republic Denmark Ecuador Egypt Estonia France Finland Germany Greece Hong Kong Hungary India Italy Ireland (ROI) Japan KSA Kuwait Latvia Lebanon Lithuania Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Puerto Rico Qatar Romania Russia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Tunisia Turkey UAE UK Ukraine US Vietnam Wave 1 Australia China France Germany Italy India Japan Korea Mexico Philippines Russia Spain UK US Wave 2 Australia Brazil China France Germany Greece India Italy Japan Korea Malaysia Mexico Pakistan Philippines Russia Singapore Spain Taiwan Thailand UK US Wave 3 Australia Austria Brazil Canada China Czech Republic Denmark France Germany Greece Hong Kong Hungary India Italy Japan Korea Mexico Netherlands Pakistan Philippines Poland Romania Russia Spain Switzerland Taiwan Turkey UK US Wave 4 Australia Austria Belgium Brazil Canada China Colombia Czech Republic Denmark Ecuador Finland France Germany Hong Kong Hungary India Italy Japan Korea Latvia Lithuania Malaysia Mexico Netherlands Norway Peru Philippines Poland Portugal Romania Russia Singapore South Africa Spain Sweden Turkey UK US The expanding Wave universe 62 countries 41,738 respondents

4. SOCIAL MOVEMENTS

5. Growth in social networking has slowed USA China Russia UK 33.1% 48.3% 58.1% 64.5% 47.4% 51.4% 68.4% 68.9% 64.8% 66.1% 79.8% 77.1% 53.4% 55.5% 58.6% 62.9% Global Brazil India Italy Germany 45.1% 51.4% 61.4% 65.2% 29.9% 53.9% 74.5% 74.3% 51.4% 62.8% 72.5% 67.1% 24.0% 34.4% 53.9% 61.2% 27.2% 36.6% 37.8% 53.1% Wave 6 Wave 5 Wave 4 Wave 3 Spain France 29.9% 46.2% 55.5% 59.6% 26.3% 43.4% 53.2% 53.5% Wave: 3 4 5 6 QUESTION: “Thinking about the internet, which of the following have you done in the last 6 months? - Manage a profile on an existing social network (eg: facebook.com)”

6. But as profile creation begins to plateau, active management still grows 88% 81% 77% 75% 49% Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 QUESTION: “Thinking about the internet, which of the following have you ever done?”

7. But people are spending more time than ever on social networks 10 Everyone Television 9 16-24 year olds 6 Radio 7 4 Magazines 6 5 Newspapers 6 13 Internet 13 7 Email 7 7 Social networks 9 Microblogging sites Mobile phone 8 10 5 Blogs 6 Video sites 6 7 QUESTION: “Approximately how much time did you spend consuming the following media in the last 7 days?” - Hours per week

8. And the number of social contacts continues to grow Social networks Instant messenger Forum/Message board My personal blog Phone Email Face to face Text message (SMS) Post/Letter QUESTION: “Approximately how many people do you stay in contact within your personal life through the following means?”

9. 2010 may prove to be the peak for many other social platforms Read blogs/weblobgs Start my own blog/weblogs Visit a photo sharing website Use instant messenger Visit a message board/forum Started a topic on a message board/forum FIGURE 5: “Thinking about the internet, which of the following have you ever done?”

10. Microblogging is still rising but is yet to be fully understood globally USA China Russia UK 8.5% 18.8% 22.1% 26.3% 53.1% 71.5% 14.2% 19.9% 25.8% 6.4% 19.3% 62.8% India 24.4% 45.5% 42.9% Global Brazil Italy Germany 9.4% 11.1% 17.7% 6.2% 7.7% 15.9% 13.4% 43.9% 47.6% 14.9% 33.2% 42.9% Wave: Wave 6 4 5 6 Wave 5 Wave 4 Spain France 11.5% 19.1% 24.8% 4.1% 8.8% 12.2% QUESTION: “Thinking about using the internet, which of the following have you used in the past 6 months? – Used a microblogging service (e.g. Twitter, Jaiku)”

11. Blogging: Declining or stabilising in Western countries, but growing in others USA China Russia UK 45.6% 50.2% 46.7% 44.9% 74.9% 75.7% 79.6% 81.4% 59.3% 54.6% 63.4% 52.4% 50.7% 41.3% 40.8% 45.5% Global 55.3% 60.6% 64.5% 63.2% Brazil India Italy Germany 74.5% 70.9% 72.4% 67.9% 62.2% 63.1% 63.3% 55.6% 61.9% 51.0% 51.5% 51.7% 35.2% 36.3% 29.6% 39.3% Wave 5 Wave 6 Wave 4 Wave 3 Spain France 63.6% 55.9% 60.3% 55.8% 45.6% 50.2% 46.7% 43.9% Wave: 3 4 5 6 QUESTION: “Thinking about using the internet, which of the following have you used in the last 6 months?” - Read blogs / weblogs

12. WILL PRIVACY SLOW SOCIAL?

13. Concern rises but so does attachment to social networks QUESTION: “Please indicate how much you agree (definitely or tend to) with the statement [I am concerned about the amount of personal data that goes online]” QUESTION: “Please indicate how much you agree (definitely or tend to) with the statements [I worry about missing out on something if I don’t visit my social network] & [Social networking sites are an integral part of my social life]”

14. Sharing personal data is an accepted risk 64% 62% 59% 59% 52% 49% 47% 47% 44% 44% 43% 38% 38% 31% 30% 30% 29% 27% 21% 21% 19% 19% Join a Celebrity group Dating Organise events Purchased something Make Contacts for work/ Professional reasons Shared Your location Affiliate with or become fan of a brand Write a blog Upload videos Join an Interest group or cause Removed Someone from my friend list Join a group Display my interests Play games Used a “like” button Used live chat Find new friends Update my status Find old friends Upload photos Update my profile Message friends QUESTION:“What have you done with your social networking profile?, amongst those who have used a social network in the past 6 months”

15. Some of the biggest social populations are also the most concerned suggesting it will not curtail growth Size of bubble represents size of audience Privacy more important QUESTION: “Please indicate how much you agree (definitely or tend to) with the statements [I worry about missing out on something if I don’t visit my social network] vs. [I am concerned about the amount of personal data that goes online]” amongst those who have created a profile on a new social network.

16. FACEBOOK IS THE MOST SEARCHED FOR WORD ON THE INTERNET TOP 10 US SEARCH TERMS JANUARY 2012 1. Facebook 2. YouTube 3. Facebook Login 4. Craigslist 5. Facebook.com 6. Yahoo 7. eBay 8. www.facebook.com 9. Mapquest 10. Yahoo.com SOURCE: EXPERIAN HITWISE

17. 10.29% ACCOUNTED FOR FACEBOOK ALSO OF ALL WEBSITE VISITS IN THE UNITED STATES A 15% INCREASE FROM 2010 TOP 10 WEBSITES GLOBALLY 1. google.com 2. facebook.com 3. youtube.com 4. yahoo.com 5. baidu.com 6. wikipedia.org 7. live.com (Windows Live) 8. blogspot.com 9. twitter.com 10. QQ.com SOURCE: ALEXA.COM

18. Is the world abandoning the brand website? 15% decrease in 4 years QUESTION: “Thinking about using the internet, have you visitedan official company/brand website in the past 6 months?”

19. The exodus is even clearer amongst the youngest audiences QUESTION: “Thinking about the internet, have you visitedan official company / brand website in the past 6 months?”

20. So what then is the role of the brand website? Official brand websites Forums Photo/Video sites Microblogs Blogs Social networks QUESTION: “Which of these online applications does a good job when you want to...”

21. Needs of the global social network community FUN SELF-IMPROVEMENT “Hang Out” or waste time Romania Argentina Denmark Slovakia Japan Norway Australia Learn something new Sweden UK Express yourself China Finland Hong Kong Ireland Greece Manage my life better Stay in touch with friends Have fun/be entertained Share knowledge Ukraine Spain Netherlands Italy Taiwan Latvia Belgium USA South Africa Vietnam Canada Poland Estonia Portugal Meet new people France Make contacts for work Singapore Serbia Turkey Keep up to date Earn respect Share new experiences Change opinions Chile Macedonia Switzerland Thailand South Korea Feel like you belong Explore the world around me UAE Lithuania Croatia Germany Philippines Malaysia Mexico Seek other people’s opinions Lebanon India Czech Republic Colombia Austria Kuwait Make money Tunisia Egypt Ecuador Puerto Rico Bahrain Qatar Russia Be creative KSA Hungary Algeria Brazil CONNECTION ENABLEMENT Oman Promote yourself QUESTION: “Which of these online applications [Social networks e.g. facebook.com] does a good job when you want to…?” - By country

22. THE BUSINESS OF SOCIAL

23. Social needs vary by category…. Computer software QUESTION: “Thinking about companies that make computer software, which of followingstatements describes the kind of interaction you would like to have with these companies?”

24. And these experiences deliver very different outcomes Computer software Access to news about new developments and software upgrades The ability to contact computer software companies and influence product development Discount vouchers for computer software companies or free software downloads QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies that make computer software, which interaction is best…?”

25. The same experiences deliver different outcomes by category The ability to contact computer software companies and influence product development The ability to contact film makes / movie studios and influence movie development QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies that make computer software and with companies that produce and distribute movies, which interaction is best…?”

26. This allows us to be far more focussed on delivering social experiences that meet our objectives Computer Software Computer Hardware Fashion Music Access to breaking news or product launches Ability to contact companies & influence product development Opportunity to learn more Opportunity to develop skills Tools to express my creativity & make something worth sharing A personal response to my issues / complaints Access to fun & entertaining content Communicate & share experiences Access to unique events or competitions Discount vouchers To be part of a brand community QUESTION: “Thinking about the interactions that you have indicated you would like to have with companiesthat make computer software, companies that make computer hardware, companies that are involved in the fashion industry and companies & artists that make & distribute music, which interaction is best…?”

27. The most powerful social experience? Travel Movies Health & Beauty Fashion Luxury Telecoms Computer hardware QUESTION: “Thinking about the interactions that you have indicated you would like to havewith companies in these categories, [A personal response to issues and complaints] is best at…?”

28. A personal response to issues/complaints Computer software Consider myself a “fan” of a brand in this category Need lots of information before buying I often talk about this category QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies in the computer software category, [A personal response to issues and complaints] is best at…?” By which statement best describes your relationship with the computer software category

29. CONNECTING WITH SOCIAL EXPERIENCES

30. People now have many ways to connect with the internet Laptop / netbook PC Desktop PC Smartphone (eg: iPhone) Tablet device (eg: iPad) Mobile phone E-book reader (eg: Kindle) Internet-connected TV Games console Portable MP3 / video player Portable games console QUESTION: “Which devices do you own and which have you used to access the internet in the last 6 months?”

31. PC, laptop and mobile devices still the main way to connect QUESTION: “Which devices do you own and which have you used to access the internet in the past 6 months?” - Size of the bubble represents % who own device.

32. As the P.C. remains the most versatile internet enabled device Laptop / notebook PC DesktopPC Smartphone(eg: iPhone) Tablet(eg: iPad) Mobilephone E-book reader(eg: Amazon kindle) Internet-enabled TV Gamesconsole Portable MP3 / video player Portablegames console QUESTION: “Which activities have you carried out using each device in the past 6 months?”

33. Although we can see that smartphone penetration is growing rapidly 28% 37% 37% 34% 45% 24% 53% 36% 16% 36% 37% 22% 42% 39% 59% 26% 23% 20% 20% 25% 45% 38% 44% 45% 29% 24% 29% 28% 11% 41% 34% 44% 61% 40% 27% 42% 22% 11% 8% 9% 37% 44% 45% 38% 31% 18% 43% 37% 59% 47% 33% 43% 38% 43% 28% 34% 35% 67% 40% 43% 27% 62% 25% QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)

34. 10% 12% 15% 33% 5% 20% 14% 29% 11% 5% 19% 16% 18% 34% 12% 14% 12% 11% With tablet penetration slowly catching up 6% 11% 6% 12% 9% 6% 5% 37% 11% 11% 12% 13% 6% 5% 11% 10% 5% 18% 6% 6% 2% 14% 8% 14% 12% 11% 8% 16% 11% 4% 20% 14% 8% 20% 17% 17% 32% 21% 19% 12% 19% 22% 28% 12% 10% QUESTION: “Which of the following devices do you own?” Tablet device (e.g. iPad, Samsung Galaxy etc..)

35. Different devices are seen as better at doing different things Tablets are better when you want to…. QUESTION: “You have indicated you own these devices, which of these devices do you think does a good job when you to… Smartphone Owners vs. Tablet Owners.

36. What impact does multiple devices have on media consumption? Browsing the internet TV Social networks Magazines Newspapers QUESTION: “Approximately how much time have you spent consuming the following media in the last 7 days by the number of devices used to access the internet”

37. Connecting devices to experiences FUN INFORMATION Play a Game Portable Games Console Games Console Have Fun/ Be Entertained Portable mp3/video player Ward Off Boredom Learn Something New Relax Desktop P.C. “Hang Out” or Waste Time Research Something Thoroughly Access Information Quickly Socialise With Others Watch Content Mobile Phone Laptop/Netbook P.C. Organise Something Read Content Be Creative Internet Connected TV Make a Purchase Smartphone Find My Way Explore the World Around Me e-book Reader Get Something Done Manage My Life Tablet device ORGANISATION ACTION QUESTION: “You have indicated you own these devices, which of these devices do you think does a good job when you to…”

38. THE IMPACT:SUMMARY

39. Social experiences not Likes LOW INVOLVEMENT • I want no interaction • Access to news about new developments • Discount vouchers • Access to fun and entertaining content • An opportunity to learn something new • A personal response to my issues/complaints • Access to unique sponsored events or competitions • An opportunity to develop my skills • The ability to communicate and share experiences with others • Tools to help me express my creativity and make something worth sharing • To be part of a brand community • The ability to influence product development HIGH INVOLVEMENT

40. How we define the value of social experiences Letting you know about the company AWARENESS Giving you a detailed understanding EDUCATION Making the company more desirable DESIRE Making you feel closer to the company SEEK MORE Encouraging you to try TRIAL Encouraging you to buy TRANSACTION Making you feel valued as a customer COMMITMENT Makes you want to spend more time with the brand INVOLVEMENT Encouraging you to recommend to others RECOMMENDATION

41. “Big quote”

42. THANK YOU