© 2007 Frank N. Magid Associates, Inc. 0 SOCIAL NETWORKING

© 2007 Frank N. Magid Associates, Inc. 1 Looked at someone else’s page on a social networking site like MySpace, Facebook, etc. Current Social Networking Activity – Use Of SNS Is Dominated By Young Adults And Teens BASE: Total sample, online survey, 12-64, N=1,864 Q.31(C-E) How often have you done each of the following online in the past 12 months? 46% of year olds and 42% of female teens do this “frequently” 32% of year olds and 26% of teens do this “frequently” 34% of year olds and 27% of teens do this “frequently” Posted a comment on someone else’s page on a social networking site like MySpace, Facebook, etc. Set up or updated your page on a social networking site such as MySpace, Facebook, etc. SNS Activity – Present

© 2007 Frank N. Magid Associates, Inc. 2 Look at someone else’s page on a social networking site like MySpace, Facebook, etc. Social Networking Activity – Future BASE: Total sample 12-64, N=1,864 Q.32(C-E) In the next 12 months, do you expect to do the following online more often, less often, or about the same as now? Post a comment on someone else’s page on a social networking site like MySpace, Facebook, etc. Set up or update your page on a social networking site such as MySpace, Facebook, etc. SNS Activity – Future

© 2007 Frank N. Magid Associates, Inc. 3 Social Networking Sites Already Compete Head On With TV! 2 of , Online survey, Q. 60(A-L) How important are each of the following in helping you keep up with the latest trends, the coolest things to do, or the hottest things to buy? Programs on Broadcast TV Social networking sites Blogs Billboards TV commercials Newspapers

© 2007 Frank N. Magid Associates, Inc. 4 Social Networking Sites Are Integral Part Of The Millennial Lifestyle  Visits to social networking sites:  All Millennials 26%47% 52%  Pre-Teens4%14 15  Teens  Adult Millennials  Gen Xers  Boomers DailyWeekly Q. 34A How often do you do the following? Visit a social networking site such as myspace, Facebook, Friendster, etc. Online survey, 9 to 29 year olds Monthly Results are similar for males and females