THE SOCIAL MEDIA REPORTSTATEOFTHE MEDIA:

Q32011

Mobile Social MediaUse is on the RiseThe ability to access social media is a commonly usedfeature amongmobile owners.According to a recent study by NM Incite, a Nielsen/McKinseyCompany, nearly 2 in 5 social media users access theseservicesfrom their mobile phones.

Source: NM Incite

DOWNLOAD/PLAY MUSIC

SOCIALNETWORKING

WEBBROWSING

49%

47%

40%

26%

30%

26%

56%GPS

GAMES

40%

37%13%

CHECK INTO PLACES

24%16%

SEND FEEDBACKTOCOMPANIES

22%13%

SCANBARCODES

20%21%

MOBILEPAYMENTS

17%20%

How does social networking compare to otherfeatures consumers have ontheir phones?And whatfeatures do they value most?

Havefeatured Most valued

97%COMPUTER

37%MOBILEPHONE

2%INTERNET-

ENABLEDTV

3%iPAD

How do consumers access social media?

3%GAMINGCONSOLE

2%E-READER

1%HANDHELD

MUSIC PLAYER

6

OverTwice as ManyPeopleAged 55+VisitSocial NetworkingSites onTheir MobilePhone than LastYearAs app usage in theU.S. continues to grow, it might be assumed thatgrowth is at the expense of the Mobile Internet.This is not the case.Mobile Internet usage - the use of a browser on a mobile device - isalive and well with the unique number of Mobile Internet users in theU.S. up 47 percent over the last year.The Mobile Internet audience tosocial networking sites is up 62 percent during the same period, aspublishers continue to optimize their content across a new generationof connected devices.<<Year-Over-Year Mobile InternetAudienceGrowth to SocialNetworking Sites

16%13-17 44%

NATIVEAMERICAN/ALASKAN NATIVE

70%OTHER

45%HISPANICORIGIN

109%55+

68%35-54

61%18-34

76%ASIAN/PACIFIC ISLANDER

67%WHITE

41%BLACK/AFRICANAMERICAN

37%MIXED RACIALBACKGROUND

Source: Nielsen

FACEBOOK TWITTERLINKEDINMYSPACE PHOTOBUCKET

Top 5U.S. Social Networking Sites via Mobile Internet,UniqueAudience(000s)

46,531

11,453 6,031 4,047 2,112

Age demographics Race/ethnicity demographics8

Source: Nielsen

MALE: 83,013,000FEMALE: 73,861,000

UNIQUEVISITORSFEMALE: 17,827,000MALE: 13,639,000

TIME SPENT VIEWING (in minutes)MALE: 247,671,000FEMALE: 226,921,000

MoreWomenViewVideo onSocial Networks,but MenWatchLongerDuring May 2011, over 31 million people in theU.S.watched video content on social networks and blogs,viewing nearly 157 million video streams. Althoughover 4,000 more women view video on these sitescompared to men, men are the heaviest users,streaming more videos and spending 9 percent moretime watching.

VideoUsage on Social Networks and Blogs byGender >>HomeandWork(May2011)

Female Male Female & Male

9

FEMALETOTAL STREAMSMALETOTAL STREAMS

TOTALSTREAMS

44.4

Emerging Social Network:Tumblr NearlyTripled itsUniqueU.S.AudienceOverthe LastYear

New social networks emerge on a daily basis, creatingfresh outletsfor consumers andbrands alike.Tumblr, which combines elements of blogging andTwitter by letting userspost and customize everythingfrom pictures and videos to links and quotes, has grownsignificantly over the last couple of years to become the 8th largest site in theU.S. SocialNetworks and Blogs category.An analysis of online buzz by NM Incite shows thatTumblris also a popular conversation topic, generating an average of 21,280 messages and linksper day to the site during May 2011, spreading critical word-of-mouthfueling its viralgrowth.

TumblrUniqueU.S.Audience (000)Trend, HomeandWork >>Read as: During May 2011, Internet users aged 18-34 were 75 percent more likely thanaverage to visitTumblr

M ‘10 J ‘10 J ‘10 A ‘10 S ‘10 O ‘10 N ‘10 D ‘10 J ‘11 F ‘11 M ‘11 A ‘11 M ‘11

11,870

MALE FEMALE 2-17 18-34 35-49 50-64 65+

12.9%

TumblrU.S.Audience Profile, HomeandWork(May2011)UniqueAudienceComposition

53.546.5%

25.213.6

3.9

MALE FEMALE 2-17 18-34 35-49 50-64 65+

1019879

9762

384,199

Composition Index byUniqueAudience175

Source: Nielsen and NM Incite

+183%change

11

FOOTNOTES2-5

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Nielsen, NetView, Home &Work (May 2011).

NM Incite, State of Social Media Survey (April 2011). NM Incite’s‘State of Social Media Survey’ is based on a representative sample of1,865 adult (18+) social media users who were recruitedfrom theNielsenOnline Panel to take an online survey. “Social media user” isdefined as participating, talking, and networking online throughvarious platforms to share information and resources.This includesInternetforums, blogs, Facebook,Twitter, video sharing, consumerrating and other social networking websites.The surveyfieldedfromMarch 31 toApril 14th.

Nielsen,Apps Playbook (Q1 2011). Nielsen’sApp PlaybookQ1 2011 isbased on a survey of 4,339 mobile subscribers who reported havingdownloaded a mobile app in the past 30 days.The respondentscompleted an online, self-administered survey in March 2011.

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89

10

11

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Nielsen, Mobile MediaView,AllCarriers (May 2011) .

Nielsen,VideoCensus, Home &Work (May 2011).

Nielsen, @Plan (Release 2 2011). “Active social networkers” is definedasAdult Internet users with 1+ social networking profileAND Postslinks/articles/videos/websites. Consumer product review dataprovided by NM Incite (State of Social Media Survey)

Nielsen, NetView, Home &Work (May 2011). Buzz data provided byNM Incite (May 2011)

Nielsen,Global Index (May 2011). Nielsen has meter-measuredInternet data in 10 major markets:Australia, Brazil, France,Germany,Italy,Japan, Spain, Switzerland,U.K. andU.S.