Microsoft Safer Online Facebook poll Prepared by Microsoft & comScore May 10, 2013

1. Mobile Manners & Mayhem • Microsoft Safer Online Facebook poll • Prepared by Microsoft & comScore May 10, 2013

2. Contents Methodology Audience profile Pet peeves Have you ever…? Who is safer? Voice of the consumer

3. Methodology Background • Questionnaire design was developed by Microsoft and comScore and the survey was fielded by Smooth Fusion. All analysis in this report was performed by comScore. Objectives • Analyze mobile habits, safety, and pet peeves of respondents • Look at the above info by gender and age to see if there are any differences Notes • Survey link: https://www.facebook.com/saferonline/app_185900354890819 / • There is a roughly 70% male / 30% female split within the data. Weighting to the mobile population gender mix was not performed on this data set because pet peeves, have you ever questions, and other questions do not show any major differences in how males vs. females responded, therefore weighting would not change the results. • When reviewing the various data splits throughout this report (i.e., gender or age), keep in mind that each of the groups add up to 100% on their own. Thus if you are looking at males vs. females for a particular measure, all answering options within that question will add up to 100% for males and also 100% for females. Sample Sizes With a pure probability sample of 694 one could say with a ninety-five percent probability that the overall results would have a sampling error of +/- 3.72 percentage points. However, besides sampling error, all sample surveys and polls may be subject to several additional sources of error that cannot be calculated, including, but not limited to coverage error, error associated with non-response, error associated with question wording and response options, and post-survey weighting and adjustments.

4. Executive Summary The top pet peeves are related to interruptions/distractions, with constant phone checking selectedmost often. Over one-half of respondents have shared their location and half have pocket-dialed someone. Almost 40% of respondents think men and women are equal when it comes to who has safer mobile habits. The main anecdotes shared were about using a phone while in transit, being disruptive in a quiet, public place, dropping the phone in liquid, and having pretend phone conversations as an avoidance tactic.

5. Summary: Gender Differences Demographics: The majority of respondents, especially from the younger age groups, were male. Pet Peeves: Pet peeves were very similar between both genders. Men are slightly more annoyed by loud talkers, while women are bothered a bit more by people not silencing their phones when appropriate. Have you ever…: Women are more likely to share their location, while men who share are more frequent sharers than women. Checking someone in without permission, losing a mobile phone, and pocket-dialing someone were actions that men and women had only slight differences in. Who is safer: Men believe they have safer mobile habits than women.

6. Summary: Age Differences Demographics: 80% of respondents were between the ages of 13-39. Pet peeves: Among the top 5 pet peeves, respondents ages 40 and over are more annoyed by interrupting behaviors like loud talkers and traffic delayers compared to other age groups. Have you ever…: Frequency of sharing location, checking in someone without their permission, and losing a mobile phone were all similar across age groups. Sharing location is skewed younger, and pocket-dialing increases as age increases. Who is safer: Younger respondents believe men are safer mobile users.

7. Audience profile

8. Survey demographics n=192 n=502 • 13-18 n=185, 19-24 n=197, 25-39 n=175, 40-59 n=115, 60+ n=22

9. Pet peeves

10. The Top 5 pet peeves relate to interruptions and distractions to daily life. n=694 http://www.hiit.fi/u/oulasvir/scipubs/Oulasvirta_2011_PUC_HabitsMakeSmartphoneUseMorePervasive.pdf http://www.cnn.com/2011/HEALTH/07/28/ep.smartphone.obsessed.cohen/index.html • Constant phone checking is a top 5 pet peeve for nearly one-half of respondents. • A phone check typically lasts less than 30 seconds and checks are often within 10 minutes of each other according to recent studies (see footnotes). • Habit-formation in smartphones use is mainly reward based. (notifications from social networking, communications, and news) 44% 41% 40% 39% 35%

11. The second largest group of pet peeves are text messaging related. Items like call screening, check-ins, and BlueTooth usage are less of a nuisance. Interruptions

12. Only slight differences exist in pet peeves between genders. Older age groups seem to find interrupting behaviors to be the most irritating. Top 5 Pet Peeves Split by Gender Top 5 Pet Peeves Split by Age

13. Have you ever…?

14. Over half of respondents have shared their location, but most do not share frequently. Have you ever shared your location? How often do you share your location? 35% No 7% Unsure 58% Yes

15. Women are more likely to share their location than men.Sharing appears to be an activity for younger age groups with 25-39 being the most active. Have you ever shared your location? 54% 59% Note: Numbers displayed represent the percentage who said “Yes” to the ‘Have You Ever’ action described by this slide

16. Very frequent sharers are more often menthan women. How often do you share your location?

17. Unwelcomed check ins happen infrequently, most likely because people aren't as bothered by being checked in; it was the 2nd least selected pet peeve. Have you ever checked in someone without their permission? 61% No 10% Unsure 29% Yes

18. Checking in others is an activity skewed towards the younger age groups – the target audience of social apps. Have you ever checked in someone without their permission? 30% 28% Note: Numbers displayed represent the percentage who said “Yes” to the ‘Have You Ever’ action described by this slide

19. Amazingly, almost half of respondents have lost a phone! Have you ever lost your mobile phone? 52% No 47% Yes 1% Unsure

20. There are minimal differences between gender and age categories around phone loss. Have you ever lost your mobile phone? 46% 48% Note: Numbers displayed represent the percentage who said “Yes” to the ‘Have You Ever’ action described by this slide

21. Half of respondents have pocket-dialed. Have you ever pocket-dialed someone? 40% No 10% Unsure 50% Yes

22. The proportion who have pocket-dialed increases gradually with age. This might be related to duration of phone ownership and/or phone type used(buttons present on older phones made them easier to pocket-dial) Have you ever pocket-dialed someone? 50% 51% Note: Numbers displayed represent the percentage who said “Yes” to the ‘Have You Ever’ action described by this slide

23. Who is safer?

24. 4-in-10 believe men and women are equally safe in using their mobile phones. Who do you think has safer mobile habits?

25. Who do you think has safer mobile habits? Men believe they have safer habits; women don’t discriminate. The respondents in the 13-24 age group are over ¾ male and believe men are safer. =

26. Fun facts, stories & embarrassing moments “ …no they didn’t”

27. Texting/calling someone while in transit Having your phone go off/using your phone while you are in a quiet public setting (movie theater or at school) Getting your phone wet and most likely ruining it Pretending to be talking to someone on your phone and actually getting a call in the middle of the pretend conversation Themes from respondent’s anecdotes

28. “I know someone who pulled up at a red light next to someone he knew, so he called him on his mobile, only to watch the guy he was calling look at his caller ID and set the phone back down. Basically, he watched himself get screened.” “I once dropped my phone in the soup and it worked just fine afterwards.” “Thinking I'd silenced my phone in the movie theater only to have an alarm continue to go off at regular intervals. Funny thing was, I was getting aggravated because I thought it was someone else's phone going off!” “people acting like they're talking with someone over the phone for a very long time in public transit/places then suddenly the phone itself rings due to a real call” “My wife was non-stop texting me one day while driving in the car. I was ignoring them since I was driving but the Bluetooth in my car stereo kept interrupting my music when she texted with a beep beep sound. I got frustrated so grabbed the phone to text her to wait til I got home - I sideswiped the guard rail and ruined the entire side of my car. It cost me thousands! Now my new Windows Phone will read the text to me instead so I can safely recite a reply.”