The Capitol Communicator/WB&A Market Research Poll is a quarterly study of consumers in the Baltimore and Washington, DC markets on topics of interest to the communications industry. Developed jointly by Capitol Communicator and WB&A Market Research, the poll is sponsored by branding and marketing communications firm, ZilYen. This quarter’s edition explores: • Online daily deal websites • Smartphone usage • The impact of online consumer-generated reviews • Social Media Engagement with companies and brands • Impact of Internet sales tax Steve Markenson, President of WB&A Market Research presented the findings and provided insights into consumer attitudes and behaviors in this October 4th webinar. About: Capitol Communicator (capitolcommunicator.com) is the hub for Greater Washington’s communications industry with 50,000 unique visitors each year. The online resource attracts professionals in the media, marketing, advertising, PR, multimedia and related disciplines by giving them an online platform for interaction, news, job listings, and educational and networking events that helps them succeed. Since 1987, WB&A Market Research (www.WBandA.com) has served diverse clients throughout the research process; from questionnaire design through data collection, to analysis and reporting in order to provide meaningful information to enhance organizational performance. ZilYen (www.zilyen.com) is a leading Washington, D.C.-based branding and marketing communications agency, specializing in helping clients identify their unique and compelling story and leverage it to engage audiences, inspire employees and generate organizational success.

1. The Capitol Communicator/WB&A Market Research Poll Study of Baltimore & Washington, DC Area Consumers Sponsored by:

3. Social media engagement with companies and brands

4. Online daily deal websites

5. Smartphone usage and QR codes

6. Impact of Internet sales taxAdditional information has been integrated from previous studies conducted by WB&A. Studies conducted by WB&A are available on our website (www.WBandA.com)

8. The Poll is part of WB&A’s established MarkeTrak® study of 300 adults in each market, with a geographic sample representative of each market. Telephone interviews are supplemented with an online study of 100 consumers per market.

10. 4 News/Information Sources Magazine Internet Radio Newspapers(Washington) Television(Baltimore) Word-of-mouth

11. How We Watch Television 5 Hours spent watching television has remained consistent since 2000 About 1/3 most often do not watch live TV

12. Home Computer 6 Washington Baltimore 2000 2011 2006

13. Smartphones 7 Washingtonians are more likely than Baltimoreans to have smartphones.

14. 8 iPad and E-reader Washington: 18% Baltimore: 13% 7%Balt. 11%Wash.

16. 92% in the Baltimore area (up from 81% in 2006)www.wbanda.com/.../Baltimore-Washington-Psychographic-Study.pdf

17. 10 Internet Engagement posts their own content, suchas blogs LeaderWash: 8%Balt: 7% comments onor repostsothers’ content Contributor 18% FollowerWash: 23%Balt: 19% only manages own profile page and/or views others’ content Observer37% browses others’ content, but no personal content posted Not SureWash: 13% Balt: 19%

18. 11 Online Reviews Impact Consumers

19. 12 Online Reviews Impact Consumers Washington, DC Do not read 27% Impacted purchase decisions 59% No impact 14% Baltimore Do not read 27% Impacted purchase decisions 57% Impacted purchase decisions 57% No impact 16%

20. 13 Online Reviews Impact Consumers Washington, DC Do not read 27% Decided not to purchase 39% Impacted purchase decisions 59% No impact 14% Baltimore Do not read 27% Decided not to purchase 39% Impacted purchase decisions 57% Impacted purchase decisions 57% No impact 16%

21. 14 Online Reviews Impact Consumers Washington, DC Do not read 27% Impacted purchase decisions 59% Purchased 44% No impact 14% Baltimore Do not read 27% Impacted purchase decisions 57% Impacted purchase decisions 57% Purchased 40% No impact 16%

22. 15 Online Reviews Impact Consumers Washington, DC Do not read 27% Decided not to purchase only 15% Impacted purchase decisions 59% Impacted both 24% Purchased only 20% No impact 14% Baltimore Do not read 27% Decided not to purchase only 17% Impacted both 21% Purchased only 18% Impacted purchase decisions 57% Impacted purchase decisions 57% No impact 16%

23. 16 Consumers Less Likely to Contribute to Online Reviews 33% of Washington, DC area consumers have posted either a positive or negative review in the past 6 months. 42% of Baltimore area consumers have posted such online reviews. Posted both 13%

24. 17 Consumers Less Likely to Contribute to Online Reviews 31% posted a positive review 15% posted a negative review 33% of Washington, DC area consumers have posted either a positive or negative review in the past 6 months. + _ 38% posted a positive review 17% posted a negative review + 42% of Baltimore area consumers have posted such online reviews. _ Posted both 13%

25. Websites Visited Daily 18

26. Consumers Follow Companies/Brands Via Social Media Washington, DC “Friend/Like” companies on Facebook only 32% Baltimore “Friend/Like” companies on Facebook only 34% 19

27. Consumers Follow Companies/Brands Via Social Media Washington, DC “Follow/Tag” companies on Twitter only 9% Baltimore “Follow/Tag” companies on Twitter only 7% 20

28. Consumers Follow Companies/Brands Via Social Media Washington, DC “Friend/Like” companies on Facebook only 25% Both 7% “Follow/Tag” companies on Twitter only 2% Baltimore “Friend/Like” companies on Facebook only 28% Both 6% “Follow/Tag” companies on Twitter only 1% 21

29. 22 Use of Coupons From Daily Deal Websites Washington, DC Purchased30% Did not purchase70% Baltimore Purchased24% Did not purchase76%

30. 23 Use of Coupons From Daily Deal Websites Washington, DC Purchased 30% Baltimore Purchased 24%

31. Existing Merchant 21% Existing Merchant 16% 24 Use of Coupons From Daily Deal Websites Washington, DC Purchased 30% Baltimore Purchased 24%

32. 25 Use of Coupons From Daily Deal Websites Washington, DC New Merchant 25% Purchased 30% Baltimore Purchased 24% New Merchant 17%

33. Washington, DC Existing only 5% Both 15% Purchased 30% New only 10% Existing only 6% Baltimore Both 10% New only 8% 26 Use of Coupons From Daily Deal Websites Purchased 24%

34. 27 Do you know what this is?

35. Scanning QR Codes With Smartphones 28 Washington Baltimore

36. Scanning QR Codes With Smartphones 29 Washington Baltimore

37. 30 Internet Sales Tax Would Impact Online Shopping @ Washington, DC

38. 31 Internet Sales Tax Would Impact Online Shopping @ Washington, DC No Effect 50%

39. 32 Internet Sales Tax Would Impact Online Shopping @ Washington, DC No Effect 50% Somewhat Reduce 32%

40. 33 Internet Sales Tax Would Impact Online Shopping @ Washington, DC No Effect 50% Somewhat Reduce 32% Greatly Reduce 14%

41. 34 Internet Sales Tax Would Impact Online Shopping @ Washington, DC No Effect 50% Somewhat Reduce 32% Greatly Reduce 14% Stop Completely 4%

42. 35 Internet Sales Tax Would Impact Online Shopping Baltimore @

43. 36 Internet Sales Tax Would Impact Online Shopping Baltimore No Effect 41% @

44. 37 Internet Sales Tax Would Impact Online Shopping Baltimore No Effect 41% Somewhat Reduce 33% @

45. 38 Internet Sales Tax Would Impact Online Shopping Baltimore No Effect 41% Somewhat Reduce 33% Greatly Reduce 17% @

46. 39 Internet Sales Tax Would Impact Online Shopping Baltimore No Effect 41% Somewhat Reduce 33% Greatly Reduce 17% Stop Completely 9% @

48. Consumers do read online reviews, but far fewer are actually contributing to them.

49. Online couponing through daily deal websites continues to grow, but what is the impact?

51. Willingness to pay more for products and services that are environmentally friendly.

52. Consumers’ attitudes toward the environment.

53. Consumer optimism for the future of the environment.

54. Who do consumers feel are responsible for protecting the environment?

55. Corporations’ role or impact on the environment.

56. Biggest barriers to environmental improvements.