1. Social Media Research Silicon Valley Research Insights™ Quarterly Report
December 2010 S R G V TM
Silicon Valley Research Group Inc.
Creating Markets. Accelerating Profits.™

2. Project Vectors
Silicon Valley Research Group in-house sponsored research to:
Explore usage of social media (facebook)
Gauge reaction to Facebook’s service plans
312 respondents completed a short survey
US consumers
Randomly selected online sample
Statistical significance:
+/- 5.5% margin of error at the 95% confidence level
On all respondents: n=312
+/- 6.9% margin of error at the 95 % confidence level
On Facebook users only: n=198
Social Media Research Silicon Valley Research Group - Confidential – December 2010

3. Detailed Observations
Social Media/Facebook Usage
Propensity to use Facebook
Sample Demographics

4. Facebook Usage
Current and Future

5. Do You Use Facebook?
This sample was designed to receive feedback the reaction to Facebook’s System Concept from all US internet users
Roughly 2/3 of all respondents were Facebook users
More than a 1/3 of all respondents were not Facebook users
n=312
Social Media Research Silicon Valley Research Group - Confidential – December 2010

6. What do you think of Facebook’s future?
Facebook is NOT seen as a “fad” that will fade from use shortly
The majority of users think “it will be around for a long time”
Those that did not use Facebook were less confident in “it would be around for a long time”
But even non Facebook users did NOT think Facebook was a “fad”
Use Facebook?
Yes No
It will be around for a long time
70.7%
34.2%
It is a "fad" and will fade from use shortly
13.1%
21.9%
I don't know
16.2%
43.9%
Total n
198
114
n=312
Social Media Research Silicon Valley Research Group - Confidential – December 2010

7. In 2010, did you use Facebook more or less than in 2009?
Of those that use Facebook, the majority reported using Facebook more in 2010 than in 2009
Very few reported using the service less than in 2009
Of those that use Facebook, the majority do not think they will change their usage in 2011
About a third think they will use Facebook more in 2011
Very few think they will use Facebook less in 2011
Social Media Research Silicon Valley Research Group - Confidential – December 2010
n=198

8. Why do you think you will use Facebook less in 2011?
Of those that thought they would use Facebook less in 2011, concerns that Facebook was “too public” were the top reason for less usage
The second most common reason was “less desire to be on Facebook”
Overall, however, there were very few survey participants who anticipated using Facebook less in 2011
Only 35 survey respondents
Percent That Choose Reason
Too public
31.40%
Less desire to be on Facebook
25.70%
Currently spend too much time on Facebook
11.40%
Privacy concerns
Other
Looking for something different
8.60%
Social Media Research Silicon Valley Research Group - Confidential – December 2010
n=35

9. Facebook Email System Concept Test

10. Facebook Email System Reveal
Facebook recently announced that it releasing a new service:
The system, to be available to all of the website's users, combines text messaging, instant messaging, s, and regular messages, and will include privacy settings similar to those of other Facebook services.
Social Media Research Silicon Valley Research Group - Confidential – December 2010

11. Do you plan to use these services?
Very few respondents felt that they would use the new Facebook service, only 13%
Almost half of users felt that they would NOT use the service
A very large group expressed that they did not know if they would use the service
Almost no non-Facebook users are interested in using the new systems from Facebook
Facebook users were more willing to consider using the system
n=312
 Do you plan to use these services?
Use Facebook?
Yes No
19% 2%
33%
75%
Don't know
48%
24%
Total n
198
114
Social Media Research Silicon Valley Research Group - Confidential – December 2010

12. Do you plan to use these service in place of your current primary email service?
Facebook’s new system is NOT seen as replacing users current primary services by a super majority of respondents
Less than 10% of users think that the new service will replace their current primary service
A quarter of those that said they will use the new system think they would still keep their current primary system as well as the new Facebook system
Demographic cross tabs revealed users most likely to switch their primary service to Facebook:
Younger users three times as likely
29% (n=60) of year olds
Primary Gmail users twice as likely
19% (n=48) of Gmail users
Students twice as likely
18% (n=17) of students
Social Media Research Silicon Valley Research Group - Confidential – December 2010
n=312

13. Sample Demographics

14. Sample Demographics n=312
Social Media Research Silicon Valley Research Group - Confidential – December 2010

15. Sample Demographics n=312
Social Media Research Silicon Valley Research Group - Confidential – December 2010
n=312

16. Social Media Research Silicon Valley Research Group Inc.
December, 2010 S R G V TM
Silicon Valley Research Group Inc.
Creating Markets. Accelerating Profits.™