Comscore time spent on social networks

Understanding EngagementOnline

London, September 12

th

, 2007

Proprietary and Confidential Do not distribute without written permission from comScore

Understanding Engagement

■Why the debate on engagement?■What do the different metrics tell us?■What does this mean?

Proprietary and Confidential Do not distribute without written permission from comScore

Name (app/domain) url_host/bytes sent url_dir/bytes received url_page source event_time Method Reply Counter user_session_id

aol.com-prop www.aol.com-prop / / AOL Prop 17JUN2002:00:10:14.58Post 200 77674214 3440268804263waol.exe 615 1274 Application 17JUN2002:00:10:14.58Application 000 77674214pogo.com aol17.pogo.com vl5 vl5auth.jsp AOL Prop 17JUN2002:00:10:52.12Post 200 77674252 3440268804263pogo.com aol.pogo.com rooms roomtabs.jsp AOL Prop 17JUN2002:00:10:52.18Post 200 77674252 3440268804263pogo.com aol.pogo.com login entry.jsp AOL Prop 17JUN2002:00:10:53.15Post 200 77674253 3440268804263pogo.com aol17.pogo.com rooms roomtabs.jsp AOL Prop 17JUN2002:00:10:55.15Post 200 77674255 344026880426364.12.148.239 64.12.148.239 / sync HTTP 17JUN2002:00:11:02.02Post 504 77674262 3440268804263atwola.com ar.atwola.com html/93060473/5695 aol HTTP 17JUN2002:00:11:12.18Get 200 77674272 3440268804263loadqm.exe 1164 5198 Application 17JUN2002:00:10:52.18Application 000 77674272pogo.com aol17.pogo.com rooms roomtabs.jsp NonProxy 17JUN2002:00:11:12.85Get 200 77674272 3440268804263pogo.com aol.pogo.com rooms roomtabs.jsp NonProxy 17JUN2002:00:11:12.85Get 302 77674272 3440268804263atwola.com ar.atwola.com html/93133359/240456 aol HTTP 17JUN2002:00:11:14.09Get 200 77674274 3440268804263aol.com sa.payment.aol.com sa v2.0 AOL Prop 17JUN2002:00:11:17.43Post 200 77674277 3440268804263aol.com aolsearch.aol.com / dirsearch.adp AOL Prop 17JUN2002:00:11:30.46Post 200 77674290 3440268804263aol.com search.aol.com / redirect.adp AOL Prop 17JUN2002:00:12:16.97Post 200 77674336 3440268804263ct.us www.munic.state.ct.us BETHEL bethel.htm HTTP 17JUN2002:00:12:18.76Get 200 77674338 3440268804263ct.us www.munic.state.ct.us BETHEL bethel.htm NonProxy 17JUN2002:00:12:29.68Get 200 77674349 3440268804263ct.us vvv.munic.state.ct.us bethel townhi.htm HTTP 17JUN2002:00:12:48.60Get 200 77674368 3440268804263ct.us vvv.munic.state.ct.us bethel services.htm HTTP 17JUN2002:00:13:49.36Get 200 77674429 3440268804263ct.us vvv.munic.state.ct.us bethel bethel.htm HTTP 17JUN2002:00:14:11.82Get 200 77674451 3440268804263ct.us vvv.munic.state.ct.us bethel govt.htm HTTP 17JUN2002:00:14:38.66Get 200 77674478 3440268804263aol.com-prop www.aol.com-prop / / AOL Prop 17JUN2002:19:35:12.78Post 200 77744112 8619999690919weddingchannel.com weddingchannel.com / / HTTP 17JUN2002:19:36:20.65Get 200 77744180 8619999690919aol.com sa.payment.aol.com sa v2.0 AOL Prop 17JUN2002:19:36:54.54Post 200 77744214 8619999690919weddingchannel.com wedding.weddingchannel.com search_purchase search_results.asp HTTP 17JUN2002:19:37:04.24Get 200 77744224 8619999690919weddingchannel.com wedding.weddingchannel.com search_purchase one_reg.asp HTTP 17JUN2002:19:37:15.88Get 302 77744235 8619999690919weddingchannel.com wedding7.weddingchannel.com search_purchase guest_view_store_ga.asp HTTP 17JUN2002:19:37:46.97Get 200 77744266 8619999690919aol.com-prop www.aol.com-prop / / AOL Prop 18JUN2002:19:58:16.37Post 200 77831896 868442421674464.12.148.239 64.12.148.239 / sync HTTP 18JUN2002:19:59:47.22Post 504 77831987 8684424216744waol.exe 15617 264333 Application 17JUN2002:00:10:52.32Application 000 77831987insurance.com www.insurance.com / entry.asp HTTP 18JUN2002:20:00:11.55Get 302 77832011 8684424216744

comScore Methodology

■World Wide representative panel of 2 million opted-in consumers withmembers in 171 different countries■Passive measurement of

all

online behaviour of panel members■Enumeration studies provide online population projections anddemographic weighting against each national market■Data delivery via syndicated online interface, MyMetrix

Proxy Server