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2010 CONE CONSUMER NEW MEDIA STUDY
FACT SHEET
NEW MEDIA
About the survey:
The 2010 Cone Consumer New Media Study presents the findings of an
online survey conducted among a sample of 1,050 adults comprising
505 men and 545 women 18 years of age and older. The margin of error
associated with a sample of this size is ± 3%.
Dialogue among individuals or groups by way of technology-facilitated
channels, such as social networks (e.g., Facebook); blogs; microblogs (e.g.,
Twitter); online games; mobile devices; photo-, audio- and video-sharing sites
(e.g., YouTube, iTunes, Flickr); message boards; etc.
Ever (Net) 2 or more
times a week
Once a week 1-2 times a
month
A few times
a year
87%
59%
60%
69%
34%
30%
6%
9% 9%
5%
8% 9%
6%
8%
12%
0
20
40
60
80
100 2010
2009
2008
Americans are increasingly using new media technology:

2. 2010 CONE CONSUMER NEW MEDIA STUDY - Fact Sheet
855 Boylston Street I Boston MA 02166 I www.coneinc.com
phone: 617.227.2111 fax: 617.523.3955BUILDING BRAND TRUST SM
2
Websites
Email
Social Networks
Mobile Devices
Message Boards
Online Games
Blogs
Photo-, Audio- or
Video-Sharing Sites
Microblogs
Traditional online tools and social networks lead the way, but Americans use a mix of
new media sites and tools to interact with companies or brands:
63%
62%
38%
18%
16%
15%
13%
11%
3%
2010
2009
2008
New media users almost universally choose to interact with companies or brands online:
0
20
40
60
80
100
86%
78%
59%
33%
25%
13% 11%12%12%
18%16%
13%
23%25%
21%
14%
22%
41%
Ever (Net) 2 or more
times a week
Once a week 1-2 times a
month
A few times
a year
Never

3. 2010 CONE CONSUMER NEW MEDIA STUDY - Fact Sheet
855 Boylston Street I Boston MA 02166 I www.coneinc.com
phone: 617.227.2111 fax: 617.523.3955BUILDING BRAND TRUST SM
3
New media users follow an average of FIVE companies or brands online (e.g., they
“like” on Facebook, “follow” on Twitter, subscribe to an RSS feed):
53%
6%
8%
33%
The majority of American new media users are satisfied with their experiences
with companies or brands online:
14% 45% 5%
1% 1%
Very Satisfied Somewhat Satisfied
Somewhat Dissatisfied
Very Dissatisfied Don’t Know
1-5
6-9
10+
None

4. 2010 CONE CONSUMER NEW MEDIA STUDY - Fact Sheet
855 Boylston Street I Boston MA 02166 I www.coneinc.com
phone: 617.227.2111 fax: 617.523.3955BUILDING BRAND TRUST SM
4
Companies and brands can benefit from engaging with new media users:
0 10 20 30 40 50 60 70 80
I am more aware of a company or brand if I can
interact with it in a new media environment
I am more likely to share information about a company
or brand across my own new media channels if I can
interact with it in a new media environment
I feel a stronger connection with a brand if I can
interact with it in a new media environment
I feel better served by companies when I can have a
conversation with them in a new media environment
I am more likely to purchase a company’s or brand’s
products or services if I can interact with it in a new
media environment
If I follow a company or brand on one of its new
media channels, I am more likely to follow the
company or brand on its other new media channels
63%
62%
61%
60%
59%
59%
Offer me incentives (e.g., free products or
services, coupons, discounts)
Solve my problems/provide product or service
information (e.g., customer service)
Solicit my feedback on products and services
Entertain me (e.g., provide access to premium content)
Develop new ways for me to interact with their
brands (e.g., widgets, mobile applications, online games,
contests)
Market to me (e.g., banner ads, targeted ads)
When deciding whether to engage with companies or brands via new media,
users look for the following types of company/brand interactions:
77%
46%
39%
28%
26%
21%
01020304050607080

5. 2010 CONE CONSUMER NEW MEDIA STUDY - Fact Sheet
855 Boylston Street I Boston MA 02166 I www.coneinc.com
phone: 617.227.2111 fax: 617.523.3955BUILDING BRAND TRUST SM
5
Social Networks
Mobile Devices
Message Boards Microblogs
When seeking out incentives, users largely turn to companies’ and brands’
social networks:
48%
20%
20% 4%
Online Games
12%
Photo-, Audio- or
Video-Sharing Sites13%
Blogs13%
The company or brand acted irresponsibly either toward me
or its other consumers, and I am no longer a fan of it
The company or brand over-communicates with me (e.g., I get
too many messages from it, there is too much content to sift
through, it sends out spam)
The content the company or brand
provides is not relevant to me
The company or brand doesn’t communicate with or
engage me enough (e.g., it doesn’t respond to my
comments, the content is seldom refreshed, it doesn’t provide
me with incentives, its content is boring)
The company or brand censors the content I, or other
consumers, post on its new media channels (e.g., it
deletes negative wall posts or blog comments)
New media users won’t hesitate to stop following companies via new media if
they aren’t satisfied with their experiences. Reasons include:
58%
58%
53%
36%
28%
About Cone:
Cone LLC (www.coneinc.com) is a strategy and communications agency engaged in building brand trust. Cone
creates stakeholder loyalty and long-term relationships through the development and execution of Cause Brand-
ing, Brand Marketing, Corporate Responsibility, Nonprofit Marketing and Crisis Prevention and Management
initiatives. Cone is a part of the Omnicom Group (NYSE: OMC) (www.omnicomgroup.com).
0 10 20 30 40 50 60