There’s an old saying that the plural of anecdote is not data. At H Engage, we believe that being equipped with the right data is the best way to influence change. The January 2012 Data Deck represents our effort to share with the HR community the best available research on how people actually use technologies as opposed to how we think they do. We’ve purposely left this document as a PowerPoint instead of a PDF. Take the slides. Drop them into presentations. And feel free to drop us a note to ask additional questions and share what you’re hearing from your leaders and clients. Oh and by the way, the best way to continue to keep up to date is to go to hengage.com and click on our blog, Under the Node Tree. vlad@hengage.com

1. Engage differently
Data Deck
January, 2012
To download, click here:
http://hengage.com/h_engage_data_deck_january_2012.pptx

2. Introduction
There’s an old saying that the plural of anecdote is not data.
At H Engage, we believe that being equipped with the right data is the best way to
influence change.
The January 2012 Data Deck represents our effort to share with the HR community
the best available research on how people actually use technologies as opposed to
how we think they do.
We’ve purposely left this document as a PowerPoint instead of a PDF. Take the
slides. Drop them into presentations. And feel free to drop us a note to ask additional
questions and share what you’re hearing from your leaders and clients.
Oh and by the way, the best way to continue to keep up to date is to go to
hengage.com and click on our blog, Under the Node Tree.
All the best,
Vlad Gyster
Co-founder, CEO
vlad@hengage.com
617-360-8305
© 2011 – H Engage, Inc. – Proprietary and Confidential 2

3. The headlines
Adults are active cell Online behavior has
phone users changed dramatically
Cell phones have the highest penetration The average social gamer is a 43 year old
of any device – 83% of adults own one woman working full-time
Smartphones aren’t yet the majority Email accounts for only 13%
57% still use a feature phone of time spent online
Of adults who text, Social networks/blogs
64% text almost every day, and games account for over 50%
86% text at least once a week
Twitter may get plenty of attention,
Mobile access is increasing rapidly, but 96% of time spent on social
especially in older age segments – networks/blogs is spent on Facebook
Adults age 55+ who use social media on
their phone grew 109% from 2010 to
2011
© 2011 – H Engage, Inc. – Proprietary and Confidential 3

4. 83% of adults own a cell phone
Relative to other technologies, cell phones are unmatched in their
adoption rates
83% % of U.S. adults who own
57% 56%
52%
44%
42%
12%
8%
Cell phone Desktop Laptop DVR MP3 Game console e-Book reader Tablet computer
Pew Research Center via H Engage
May 2011
© 2011 – H Engage, Inc. – Proprietary and Confidential 4

5. 57% of Americans have a feature phone
Nielsen projects that by the end of 2011, smartphone users will
outnumber feature phones users
Cell phone ownership in the U.S.
Feature phone Smartphone
57% 43%
Nielsen via H Engage
Q3 2011
© 2011 – H Engage, Inc. – Proprietary and Confidential

6. Over 50% of 35 to 44 year olds own a
smartphone
Ownership rates of smartphones have seen double digit growth in
all age groups except 65+
Smartphone penetration by age group
Q3 2010 Q3 2011
62%
54% 53%
% of mobile users
41%
38% 39%
35% 35%
30%
24% 25%
17% 18%
12%
Ages 13-17 Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-64 Ages 65+
Nielsen via H Engage
Q3 2011 © 2011 – H Engage, Inc. – Proprietary and Confidential 6

7. Almost 7 out of 10 adults text
Of adults who text, 64% send a text almost every day, and 86%
send a text at least once a week
% of cell phone owners who engage in the following activities
on their cell phone
Sent text message 68.0%
Took photo 52.4%
Accessed news and information 39.5%
Used browser 36.4%
Used application 34.4%
Used email 30.5%
Accessed weather 25.2%
Accessed social networking or blogs 24.7%
Played games 23.2%
Accessed search 21.4%
Captured video 20.2%
Accessed maps 17.8%
Used instant messenging 17.2%
Accessed sports information 15.8%
Listened to music 15.7%
ComScore via H Engage
December 2010
© 2011 – H Engage, Inc. – Proprietary and Confidential 7

8. Text message behaviors vary by age segments
All age segments send and receive a significant amount of texts
per day, but 18-24 years olds are particularly active, likely due to
relatively lower utilization of other communication mediums, like
email and voice calls.
% of cell owners that text by
age Text volume by age per day
95% 109.5
# of texts sent/received per day
85%
58%
41.8
24% 25.9
14
9.8
4.7
18-29 30-49 50-64 65+ 18-24 25-34 35-44 45-54 55-64 65+
Pew Research Center via H Engage
May 2011 © 2011 – H Engage, Inc. – Proprietary and Confidential 8

9. Minority and low income Americans text more
Race/ethnicity Household income
14.9
# of texts sent/received per day
# of texts sent/received per day
70.1
13
11.7 11.9
48.9
31.2
Less than $30,000 - $50,000 - $75,000 +
White, non-Hispanic Black, non-Hispanic Hispanic
$30.000 $49,999 $74,999
Gender Education level
40.9 42
# of texts sent/received per day
69.4
# of texts sent/received per day
53
45.4
23.8
Men Women Less than high High school Some college College +
school diploma
Pew Research Center via H Engage
May 2011 © 2011 – H Engage, Inc. – Proprietary and Confidential 9

10. Mobile beyond calling and texting
More than 50% of U.S. cell phone users browse the web,
download content and access applications on their phone –
a 19% increase from 2010 to 2011
% of U.S. mobile audience using mobile media
Did not use Used
mobile media mobile media
49.60% 50.40%
ComScore via H Engage
Q3 2011 © 2011 – H Engage, Inc. – Proprietary and Confidential 10

11. People love social apps, not health apps
Social apps are the most downloaded, while apps that “helped you
track or manage your health” are the least popular.
Types of apps that adults download
Provided regular updates on news, weather, sports or stocks 74%
Helped you communicate with friends or family 67%
Helped you learn about something you were interested in 64%
Helped you get more information about a destination you were visiting 53%
Helped with work-related tasks 48%
Helped you shop or make purchases 46%
Allowed you to watch movies or TV shows online 43%
Helped you get more information about an event you were attending 35%
Helped you track or manage your health 29%
0% 10% 20% 30% 40% 50% 60% 70% 80%
% of app downloaders that have downloaded an app
Pew Research Center via H Engage
August 2011 © 2011 – H Engage, Inc. – Proprietary and Confidential 11

12. Adults average 32 hours per month online
Those between the ages of 45-54 spent the most time, averaging
almost 40 hours per month
Average hours spent online per person per month
39.3
37.4 36.5
35.8
33.7
32.2
22.3
12-17 18-24 25-34 35-44 45-54 55-64 65+
ComScore via H Engage
Q1 2011 © 2011 – H Engage, Inc. – Proprietary and Confidential 12

13. 50% of time online is spent on social and
gaming
Email continues to fall to third place, or only 13% of time spent
online
U.S. monthly time spent on most heavily used Internet sectors
(millions of hours)
Social networks/blogs 906
Games 407
Email 329
Portals 176
Instant messaging 160
Videos/movies 156
Search 138
Software info 131
Multi-category entertainment 111
Classifieds/auctions 107
0 100 200 300 400 500 600 700 800 900 1000
Hours spent (in millions)
Nielsen via H Engage
June 2010 © 2011 – H Engage, Inc. – Proprietary and Confidential 13

14. Facebook is the most popular social
network/blog
Facebook accounts for 96% of time spent on the top five social
networks and blogs
Time spent on the top social networks
and blogs in a month
Facebook 53,457,358
Blogger 723,793
Tumblr 623,525
Twitter 565,156
LinkedIn 325,679
- 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000
Total minutes (000s)
Nielsen via H Engage
May 2011
© 2011 – H Engage, Inc. – Proprietary and Confidential 14

15. Most access social media on their computer
Computers are still the predominant way that people access social
media; however, almost 2 in 5 Americans use their mobile phone
How we access social media
Computer 97%
Mobile phone 37%
Gaming console 3%
iPad 3%
Internet-enabled TV 2%
E-reader 2%
Handheld music
1%
player
0% 20% 40% 60% 80% 100% 120%
% of social media users
Nielsen via H Engage
May 2011 © 2011 – H Engage, Inc. – Proprietary and Confidential 15

16. In mobile and social, older adults are catching
up
Increased utilization of mobile phones and social media is
especially pronounced in 55+ age segment
Year-over-year mobile Internet growth to social networking sites
109%
68%
61%
16%
13-17 18-34 35-54 55+
Nielsen via H Engage
May 2011
© 2011 – H Engage, Inc. – Proprietary and Confidential 16

17. Who you know matters
Increase in a person's chance of becoming obese if a
57% friend became obese. That’s more predictive than if they
shared genes associated with obesity.
Increase in a person’s chance of becoming happy if a
25% friend who lived within a mile became happy.
Increase in a person’s chance of divorce if a friend or
75% colleague divorced. The size of the effect was measurable
at two degrees of separation (friend of a friend), at 33%.
Research by Nicholas Christakis
© 2011 – H Engage, Inc. – Proprietary and Confidential 17

18. Who’s playing social games?
The average social gamer is a 43 year old woman working
full-time
Employment status Gender
55%
% social gamers
38% 45%
% social gamers
Male Female
16%
11% 10%
9%
7%
Age
26%
4%
1% 1% 1%
% social gamers 20% 20% 20%
11%
4%
18-21 22-29 30-39 40-49 50-59 60+
Information Solutions Group via H Engage
2010 © 2011 – H Engage, Inc. – Proprietary and Confidential 18

19. Appendix
© 2011 – H Engage, Inc. – Proprietary and Confidential 19

20. Level setting:
A look at the age of the U.S. population
% U.S. Population by Age
8.0%
7.4% 7.2%
7.1%
7.0%
7.0% 6.7% 6.8% 6.8%
6.5% 6.6% 6.5% 6.5% 6.4%
6.0%
5.4%
5.0%
4.0%
4.0%
3.0%
3.0%
2.4%
1.9%
2.0%
1.2%
1.0%
0.5%
0.1% 0.0%
0.0%
Under 5 to 9 10 to 15 to 20 to 25 to 30 to 35 to 40 to 45 to 50 to 55 to 60 to 65 to 70 to 75 to 80 to 85 to 90 to 95 to 100 +
5 years 14 19 24 29 34 39 44 49 54 59 64 69 74 79 84 89 94 99
years
U.S. Census Bureau via H Engage
2010
© 2011 – H Engage, Inc. – Proprietary and Confidential 20