Social Media ResearchSilicon Valley Research Insights™ Quarterly

Report

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Project Vectors Silicon Valley Research Group in-house sponsored research to:

Explore usage of social media (facebook) Gauge reaction to Facebook’s email service plans

312 respondents completed a short survey US consumers Randomly selected online sample

Statistical significance: +/- 5.5% margin of error at the 95% confidence level

o On all respondents: n=312 +/- 6.9% margin of error at the 95 % confidence level

o On Facebook users only: n=198

Detailed Observations

1. Social Media/Facebook Usage

2. Propensity to use Facebook Email

3. Sample Demographics

Facebook Usage

Current and Future

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Do You Use Facebook? This sample was designed to

receive feedback the reaction to Facebook’s Email System Concept from all US internet users

Roughly 2/3 of all respondents were Facebook users

More than a 1/3 of all respondents were not Facebook users

n=312

Yes64%

No37%

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What do you think of Facebook’s future?

Facebook is NOT seen as a “fad” that will fade from use shortly The majority of users think “it

will be around for a long time” Those that did not use

Facebook were less confident in “it would be around for a long time”o But even non Facebook users

did NOT think Facebook was a “fad”

n=312

57%

16%

26%

It will be around for a long timeIt is a "fad" and will fade from use shortlyI don't know

Use Facebook?

Yes No

It will be around for a long time 70.7% 34.2%

It is a "fad" and will fade from use shortly 13.1% 21.9%

I don't know 16.2% 43.9%

Total n 198 114

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In 2010, did you use Facebook more or less than in 2009?

Of those that use Facebook, the majority reported using Facebook more in 2010 than in 2009 Very few reported using the

service less than in 2009

Of those that use Facebook, the majority do not think they will change their usage in 2011 About a third think they will

use Facebook more in 2011 Very few think they will use

Facebook less in 2011

n=198

30% 59% 11%

In 2011 do you think you will use Facebook more or

less than in 2010?

More About the Same Less

61% 24% 15%

In 2010 did you use Face-book more or less than in

2009?More About the Same Less

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Why do you think you will use Facebook less in 2011? Of those that thought they

would use Facebook less in 2011, concerns that Facebook was “too public” were the top reason for less usage The second most common

reason was “less desire to be on Facebook”

Overall, however, there were very few survey participants who anticipated using Facebook less in 2011 Only 35 survey respondents

n=35

Percent That Choose Reason

Too public 31.40%

Less desire to be on Facebook 25.70%

Currently spend too much time on Facebook 11.40%

Privacy concerns 11.40%

Other 11.40%

Looking for something different 8.60%

Facebook Email System Concept Test

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Facebook Email System Reveal

Facebook recently announced that it releasing a new email service:

The system, to be available to all of the website's users, combines text messaging,

instant messaging, emails, and regular messages, and will include privacy settings similar to those of other Facebook services.

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Do you plan to use these services? Very few respondents felt that they

would use the new Facebook email service, only 13% Almost half of users felt that they

would NOT use the email service A very large group expressed that they

did not know if they would use the service

Almost no non-Facebook users are interested in using the new email systems from Facebook Facebook users were more willing to

consider using the email system

Yes13%

No48%

Don't Know39%

n=312

Do you plan to use these services?

Use Facebook?

Yes No

Yes 19% 2%

No 33% 75%

Don't know 48% 24%

Total n 198 114

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Do you plan to use these service in place of your current primary email service?

Facebook’s new email system is NOT seen as replacing users current primary email services by a super majority of respondents Less than 10% of users think that the new service will replace

their current primary email serviceo A quarter of those that said they will use the new system think

they would still keep their current primary email system as well as the new Facebook email system

Yes9%

No66%

Don't Know25%

n=312

Demographic cross tabs revealed users most likely to switch their primary email service to Facebook:• Younger users three times as likely

o 29% (n=60) of 18-29 year olds• Primary Gmail users twice as likely

o 19% (n=48) of Gmail users• Students twice as likely

o 18% (n=17) of students

Sample Demographics

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Sample Demographics

Male46%

Fe-male54%

Gender

25%

6%

51%

13%5%

Maritial Status

19% 17% 21% 21% 23%

Age Group18-29 30-39 40-49 50-59 60 and older

n=312

19%

16%

38%

8%20%

Primary EmailHotmail / Live Gmail Yahoo! AOL Other

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Sample Demographics

1% 3%

23%

32%

12%

23%

5%1% 1%

Education Level

Employed full time Employed part time

Selfemployed Student Retired Unemployed

34%

10% 8% 5%

20% 20%

Education Level

n=312

Social Media Research December, 2010

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