This is report for a study about social media behaviour by Canadian advertising agency People from Cossette. The goal of the research is to transcend trends and hype, avoid the brands and buzz of the moment, and focus on behaviour. The research covered Canada, the US and the UK.

1. CANADA SOCIAL MEDIA STUDY Report

2. CONTENTS 53 Conclusion Segments profiles Behaviour 59 Implications 39 29 Social media 21 Social networks 15 Time spent with the Internet 8 Information and conversations on the Internet 5 Introduction 3 Methodology Page

3. METHODOLOGY

4. METHODOLOGY Objectives Cossette mandated Impact Research, its marketing research division, to gather insights on consumers who use social media . More specifically, we looked at penetration, purpose, behaviour and attitudes toward social media.. Population Internet users aged 18 years or older in Canada, the US and the UK. Sampling Simple random amongst two separate panels Data collection Online survey, self-administered questionnaire June 26th to July 17th, 2009 Margin of error Sample size : 3,227 respondents Margin of error : ± 1,7 % at 95 % confidence level (19 times out of 20) Weighting Gender , age and sub-region by geography. Total results reflect average of three geographies (ie: not weighted to population sizes) Weighting sources & sample sizes : Canada - Statistics Canada, 2006 Census, n=1,225 U.S. - U.S. Census Bureau, 2005-2007 American Community Survey, n=1,001 U.K.- Office for National Statistics, 2001 Census data, n=1001

5. INTRODUCTION

8. INFORMATION AND CONVERSATIONS ON THE INTERNET

13. ONLINE CONVERSATIONS Q8-9. When you share information on the Internet, what do you talk about most often ? What other things do you generally talk about? > (n=3,227). Leisure activities are the most discussed topic online while commercial products are a subject of conversation for: - 29% of online users; - 35% of men; - 35% of 18-24 yr. olds (50% in Canada). 45% 42% 40% 38% 35% 32% 29% 58% US & UK, Male, 18-24 UK (55%) 18-34 (62%) Women - Top first mention (19%) UK & QC (40%) US (46%) Men – Top first mention (26%)

14. LOOKING VS. SHARING Commercial information is generating more online activity than any other topic. Each week , 75% of users are engaged with company, product or brand information. 33% will share this information with other users online (48% for those aged 18 to 24). Q13. Thinking about your Internet activity in the past week , did you look for or share with others any information or opinions about …? > Respondents who used Internet in the past week (n=3,227) 30% / 41% / 23% 40% / 44% / 36% 25% / 28% / 16% 27% / 50% / 27% 16% / 32% / 12% Shared Can. / US / UK A18-24 (48%) Americans share more information online, especially concerning social and/or political issues.

15. TIME SPENT WITH INTERNET

16. Q14. How many hours did you spend on the Internet last week surfing, sending e-mails, chatting, gaming online or doing other activities? (n=3,227) TIME SPENT WITH INTERNET Americans spend more time online than the Canadians or the British. - They also spend twice more time (1.5 hours) using the Internet on a device other than a computer . *: Internet population

17. Q14. How many hours did you spend on the Internet last week surfing, sending e-mails, chatting, gaming online or doing other activities? (n=3,227) Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks ? > Respondents who belong to an online social network (n=1,831) TIME SPENT WITH INTERNET Internet users claim 19% of their time online is spent on social networks. This percentage shoots to: - 33% for those with 50+ “friends” or “connections”. - 32% for those who log on to social netwks. 5+ times per week. 24.2 hours per capita* per week ( 3 market average) Aug. 2009: Nielsen reports social network / blogging sites account for 17% of time spent on the internet, nearly triple SPLY figure. UK 15% *: Internet population, including social network users and non-users

18. Q14. How many hours did you spend on the Internet last week surfing, sending e-mails, chatting, gaming online or doing other activities? (n=3,227) Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks ? > Respondents who belong to an online social network (n=1,831) TIME SPENT WITH INTERNET Social networks represent one third of the Internet activity conducted on devices other than a computer, like mobile phones for example.

19. Q14. How many hours did you spend on the Internet last week surfing, sending e-mails, chatting, gaming online or doing other activities? (n=3,227) Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks ? > Respondents who belong to an online social network (n=1,831) TIME SPENT WITH INTERNET Social networks represent 41% of US Internet activity on devices other than a computer, like mobile phones for example. Americans are also more likely to be surfing social networking sites at work or at school.

20. TIME SPENT WITH INTERNET Men spend more time online but proportionately, women spend more time with social networks. Younger Internet users (18-24) report spending 32% of their time on social networks. Q14. How many hours did you spend on the Internet last week surfing, sending e-mails, chatting, gaming online or doing other activities? (n=3,227) Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks ? > Respondents who belong to an online social network (n=1,831)

21. Like the Internet, social networks are becoming a broadly accessible mass medium to connect with consumers at home, at work and on the go. Q14. How many hours did you spend on the Internet last week whether surfing, sending e-mails, chatting, gaming online or doing other activities? > All respondents (n=3,227) Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks ? > Respondents who used Internet in the past week and who belong to an online social network (n=1,831) Used the Internet in the past week Used social networks in the past week TIME SPENT WITH INTERNET UK & Men 44% Ages 25-34 30% 20% Ages 18-34 32%

22. SOCIAL NETWORKS

23. SOCIAL NETWORKS Canadian Internet users are most likely to be registered social network members (70%), but Americans are spending the most time (9.3 hours). Younger consumers are active in more networks (avg. 2.6), which is also the case for men (2.4) when compared to women (2.0). Q14. How many hours did you spend on the Internet last week surfing, sending e-mails, chatting, gaming online or doing other activities? (n=3,227) Q17. Do you belong to an online social network (e.g.: Facebook, MySpace, Windows Live Spaces, other) n=3,227 Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks ? > Respondents who belong to an online social network (n=1,831) 2.1 2.6 2.0 2.6 2.5 2.1 2.0 1.7 Avg. number of ntwks. subscribed to:

24. " Facebook (not Twitter) is poised as the next Google. But social media behaviour is more than social networking. " All respondents Canada/US/UK. (n=3,227) Two thirds of visits to social networks occurs on Facebook FULL DETAILS SOCIAL NETWORKS 58% of internet users visit a social networking site on average 13 times per week. Usage rate is highest in Canada, where Facebook completely dominates 9% 8% 3% ↓ Twitter 72% 48% ↓ 79% Facebook 11.4 16.4 12.2 Frequency 54% 56% 61% Weekly Use UK US CAN

26. Half the online population logs 10 times a week as a member of Facebook. In the US, 28% log on to Myspace vs. 4% in Canada and 5% in the UK. Twitter is more popular in US as well (14% weekly) vs. UK (8%) and Canada (5%). Q17. Do you belong to an online social network (e.g.: Facebook, MySpace, Windows Live Spaces, other) n=3,227 Q19. Do you belong to the following social networks? Q20. How many times did you log on to your _________ account in the past week (n=variable) SOCIAL NETWORKS

27. Seven out of ten 18-34’s log on to Facebook nearly twice per day on average. Canadian Internet users are most likely to frequent Facebook . Q17. Do you belong to an online social network (e.g.: Facebook, MySpace, Windows Live Spaces, other) n=3,227 Q19. Do you belong to the following social networks? Q20. How many times did you log on to your _________ account in the past week (n=variable) SOCIAL NETWORKS With 45% of online users logging in weekly, Facebook is 60% more popular in the US than Myspace at 28%.

28. Q27. You mentioned using Facebook, how often do you use the following Facebook features ? > Respondents using Facebook (n=,1675) SOCIAL NETWORKS The most popular Facebook functions 1 make it easier to stay in touch, which reflects the first two reasons given for using social networks: - Staying in touch with friends: 50% (18-34 skew) - Staying in touch with family: 14% (45+ and female skews) Americans seem to make the most of what Facebook has to offer. Canadians use least. Number of features / wk. by avg. user 1. US : 5.1 18-34: 5.2 2. UK: 4.1 55+: 2.1 3. CAN: 3.3 vfffvfffff 1 US 30% daily CAN 10% daily ↓

29. Staying in touch becomes difficult when you have different friends in 5 different worlds . That is the case for 19% of internet users and 40% of those aged 18-24 . Q33. How many “ separate worlds ” would you say you have, meaning that you have different friends in different places for different activities? > All respondents (n=1225) US (19%) US (16%) CAN (13%) Men (25%) US (19%) Interestingly16% of 35-44 keep in touch with high-school friends SOCIAL NETWORKS 25% to 35% of 18-24’s have « different worlds » in any one of these 5 contexts.

30. SOCIAL MEDIA BEHAVIOUR AND SEGMENTS PROFILES

31. SOCIAL MEDIA BEHAVIOUR In social media: - Audiences LOOK and REACT to what - Transmitters SHARE and CONTRIBUTE . Share links and recommend useful content Rate things (ex: five star system) Read blogs or personal web pages Write a review about products or services Share things about yourself Comment on others' personal pages or blogs Look up or read what others are sharing about themselves Maintain a personal web page or blog Upload photos/video to share with others Follow links others have found interesting Look at photos/videos others have uploaded CONTRIBUTE SHARE REACT LOOK TRANSMITTERS (MEDIA) RECEIVERS (AUDIENCE)

32. SOCIAL MEDIA BEHAVIOUR A sizeable portion of the online population LOOKS ( > 57%), REACTS ( > 39%) and SHARES ( > 37%) social media content on a weekly basis. Nearly one in five Internet users CONTRIBUTES to social media by writing reviews and one in seven by maintaining a personal page or blog . Q15 & Q16. In the past week, how often did you do the following? (n=3,227) LOOK REACT SHARE CONTRIBUTE

33. SOCIAL MEDIA BEHAVIOUR FACT 1 There is an audience to LOOK at citizen media. Consult news or product info that was produced by « other citizens ». Q10 - Considering news and current affairs , do you ever consult information that is produced by _________? (n=3,227) Q11 - Considering products and services , and excluding advertising, do you ever consult information that is produced by _________? (n=3,227) 39% / 27% / 17% 18-34 / 35-54 / 55+ 24% / 30% / 31% Can. / US / UK

34. SOCIAL MEDIA BEHAVIOUR When asked if citizen media is more useful than advertising, half of those who LOOK at this form of content tend to agree that it is. Q12. Using a scale of 1 to 10, how much do you agree with the following? Considering products and services, information that is produced by other citizens more useful than advertising in __________. (n=3,227) Q 12. Considering products and services, information that is produced by other citizens is more useful than: (Strongly agre: 8-10 on 10 pt. scale) Look at Citizen media

35. SOCIAL MEDIA BEHAVIOUR Online users who consult news or product info produced by other citizens are more likely than the internet population to CONTRIBUTE content t hemselves . Three out of five follow and share links they find interesting, although they share them less frequently than other users. Q15 & Q16. In the past week, how often did you do the following? (n=3,227) Q10 - Considering news and current affairs , do you ever consult information that is produced by _________? (n=3,227) Q11 - Considering products and services , and excluding advertising, do you ever consult information that is produced by _________? (n=3,227) General online population (A18+) LOOK at Citizen media

36. SOCIAL MEDIA BEHAVIOUR FACT 2 Online users actively CONTRIBUTE social media. Maintained a personal page / blog OR wrote a product review. 44% / 30% / 22% 18-34 / 35-54 / 55+ Last week Q15 & Q16. In the past week, how often did you do the following? (n=3,227) 28% / 36% / 32% Can. / US / UK

37. SOCIAL MEDIA BEHAVIOUR Half of online users who CONTRIBUTE social media refer to personal blogs 9.8 times per week, and leave comments on these pages nearly as often. They’re also more likely to follow and share links they find useful on a daily basis. Q15 & Q16. In the past week, how often did you do the following? (n=3,227) General online population (A18+) CONTRIBUTE blog or review

38. SOCIAL MEDIA BEHAVIOUR FACT 3. Online users SHARE company and brand info. Q13. Thinking about your Internet activity in the past week , did you look for or share with others any information or opinions about …? (n=3,227) 20% / 29% / 18% Can. / US / UK Last week Shared information / opinion specifically about a company or brand with other users. 30% / 21% / 14% 18-34 / 35-54 / 55+

39. SOCIAL MEDIA BEHAVIOUR Those who SHARE brand info online are very curious , following and sharing links more intensely than most other Internet users. One third of them (35%) write actual product reviews, whereas 25% can spread information via the personal page or blog they attend to 1.4 times/day. Q13. Thinking about your Internet activity in the past week , did you look for or share with others any information or opinions about …? (n=3,227) Q15 & Q16. In the past week, how often did you do the following? (n=3,227) General online population (A18+) SHARE brand info

40. SOCIAL MEDIA SEGMENTS PROFILE

42. SOCIAL MEDIA SEGMENTS PROFILE Even if they LOOK at citizen media more than the internet population, those who SHARE brand info don’t necessarily see advertising as less useful. These curious consumers turn to many sources to form a trusted opinion. Q12. Using a scale of 1 to 10, how much do you agree with the following? Considering products and services, information that is produced by other citizens more useful than advertising in __________. (n=3,227) Q 12. Considering products and services, information that is produced by other citizens is more useful than: (Strongly agre: 8-10 on 10 pt. scale)

43. SOCIAL MEDIA SEGMENTS PROFILE They spend more time online, nearly 30 hours per week. 75-80% belong to social networks (2.6 avg.), where they spend more time as well. Q14. How many hours did you spend on the Internet last week surfing, sending e-mails, chatting, gaming online or doing other activities? (n=3,227) Q17. Do you belong to an online social network (e.g.: Facebook, MySpace, Windows Live Spaces, other) n=3,227 Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks ? > Respondents who belong to an online social network (n=790)

44. SOCIAL MEDIA SEGMENTS PROFILE 76% of those who CONTRIBUTE social media or SHARE brand info, log on to social networks weekly (vs. 62% of internet population). Specifically, they’ll more likely go online at work or use an alternate device . 3.2h Q14. How many hours did you spend on the Internet last week whether surfing, sending e-mails, chatting, gaming online or doing other activities? > All respondents (n=3,227) Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks ? > Respondents who used Internet in the past week and who belong to an online social network (n=790)

45. SOCIAL MEDIA SEGMENTS PROFILE We believe they are curious and refer to a greater number of information sources because they are early adopters . And they also believe they’re influencing the consumption choices of those around them. Q29. Total sample (n=3,227)

46. SOCIAL MEDIA SEGMENTS PROFILE Generally, they also have a favorable opinion of the social networking environment… Q29. Total sample (n=3,227)

47. SOCIAL MEDIA SEGMENTS PROFILE … and a fairly positive attitude towards what companies might want to try to accomplish online. Q29. Total sample (n=3,227)

48. SOCIAL MEDIA SEGMENTS PROFILE For example, one in five users who SHARE brand info online have joined a sponsored group for both a product and/or a company. In all, 44% of social networkers have joined at least one sponsored group or fan page, averaging 9 groups per user. Q25. Are you, or have you been, a member of a sponsored online group (or fan page) for…? > Social networkers (n=1,898) Q26. Approximately, how many such groups have you joined? > Social networkers using fan pages (n=773)

49. SOCIAL MEDIA SEGMENTS PROFILE ▲ : Statistically significant based on composition of test group vs. balance of online population

50. SOCIAL MEDIA SEGMENTS PROFILE ▲ : Statistically significant based on composition of test group vs. balance of online population

51. SOCIAL MEDIA SEGMENTS PROFILE ▲ : Statistically significant based on composition of test group vs. balance of online population

52. SOCIAL MEDIA SEGMENTS PROFILE ▲ : Statistically significant based on composition of test group vs. balance of online population

62. LUC-ANDRÉ CORMIER VP RESEARCH MONTREAL 514.282.4688 [email_address]