This is the summary report of a study into social media behviour 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. SOCIAL MEDIA STUDY Research Brief CANADA For full details: http://www.cossette.com/www/news_socialmediastudy2009.php

9. More Canadians have registered social network profiles (70%), but Americans are spending more time (9.3 hours). Gen Y is more active in more networks (avg. 2.6), as is the case for men (2.4) 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:

10. " 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) 58% of internet users visit a social networking site on average 13 times per week. Two thirds of all social networking activity occurs on Facebook FULL DETAILS 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

11. " Facebook (not Twitter) is poised as the next Google. But social media behaviour is more than social networking. " *: 8-10 on a 10 point scale All respondents Canada/US/UK. (n=3,227) Facebook has more members logging in daily (26%) than any other network has members . FULL DETAILS CAN (66%) US (51%) CAN (11%) US (36%) CAN ( 8%) US (18%) CAN (4%) US (9%)

14. 55% of the online population consults user generated NEWS media , challenging professional journalism (56%) as a source of information. " Consumers ARE turning to social media for news and product information. " Q10 - Considering news and current affairs on the Internet, do you ever consult information that is produced by _________? (n=3,227) FULL DETAILS

25. They spend more time online and are more likely to access the Internet from outside the home . " Those who share company or brand info online are curious, and not at all insensitive to advertising. " FULL DETAILS All respondents Canada/US/UK. (n=3,227)

26. They report intense social media habits. General online population (A18+) Shared company/brand info online last wk. " Those who share company or brand info online are curious, and not at all insensitive to advertising. " FULL DETAILS All respondents Canada/US/UK. (n=3,227)

29. IN GENERAL Several habits were measured in this study that we feel are forming social media behaviour. FULL DETAILS 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 RECEIVERS

31. LUC-ANDRÉ CORMIER V.-P. RESEARCH MONTREAL 514.282.4688 [email_address] NOTE: This is a research brief. More information is available and we’ll be happy to answer your questions or analyze the data based on your specific requirements.