10/20/20151 Liquid Time Campaign EMEA Country Data August 2010.

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Liquid Time Campaign

EMEA Country Data

August 2010

Stretchy Time - Survey Information

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Undertaken in July 2010 by Redshift Research.

The 6,298 people surveyed came from 14 countries:

Czech Rep. (500) Egypt (247) France (502)

Germany (501) Italy (504) KSA (503)

Poland (502) Romania (202) Russia

(500)

South Africa (504) Spain (503) Turkey (501)

UAE (319) UK (510)

Respondents were consumers who own a laptop, and 80%

of those completing the survey also have a smartphone or

internet-enabled phone.

Stretchy Time – Results Highlights

Of the surveyed EMEA residents:

• 89% consider themselves to be busy in life

• 91% said that they find task switching enjoyable, stimulating or natural

• 93% state that they achieve lots of useful little tasks within their day thanks to their mobile device

• 91% see their device as a communication tool

• 88% use their device to develop and maintain relationships

• 87% would notice a difference to their lives without their mobile device

• 52% would actually feel isolated without their device

• 79% state that it’s important for them to be connected to online communities and interest groups on a daily basis

• 77% state the most common usage for Stretchy Time is email

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Which of these categories do you feel best describes you?

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UK Spain Czech Russia Germany Romania France Turkey KSA UAE Egypt South Africa Poland ItalyIn FT or PT employment 34% 39% 47% 71% 40% 39% 62% 45% 59% 49% 66% 35% 64% 51%Student 11% 35% 29% 17% 48% 44% 6% 39% 20% 8% 15% 13% 17% 18%FT or working parent 28% 15% 14% 10% 8% 6% 13% 6% 8% 34% 13% 45% 7% 20%Lady / gentleman of leisure 12% 9% 3% 2% 3% 11% 6% 8% 11% 8% 4% 4% 8% 8%Retired 15% 3% 7% *% 1% 0% 12% 2% 2% 2% 3% 3% 3% 3%

Which of these categories do you feel best describes you?

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EMEA Overview: A mix of those in employment (50%), student (23%), full time or working parents (16%), those without a job (7%) and the retired (4%).

Which of these best describes how busy your life is?

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UK Spain Czech Russia Germany Romania France Turkey KSA UAE Egypt South Africa Poland ItalyInsanely busy 8% 6% 6% 8% 14% 3% 9% 11% 10% 13% 8% 13% 15% 8%Very busy 36% 30% 35% 61% 51% 22% 42% 28% 21% 33% 39% 47% 46% 42%Pleasantly busy 41% 43% 52% 25% 31% 56% 40% 47% 49% 42% 39% 35% 32% 40%Not very busy 15% 21% 7% 6% 4% 19% 8% 14% 21% 11% 14% 5% 6% 10%

Which of these best describes how busy your life is?

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EMEA Overview: 89% of the surveyed EMEA consumers consider themselves to be busy in life, and almost half (49%) of those describe themselves as very or insanely busy

There are lots of little breaks in the day when I check my mobile device to catch up on what’s going

on or to find something I need

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UK Spain Czech Russia Germany Romania France Turkey KSA UAE Egypt South Africa Poland Italy

Agree – I do lots of little tasks that are a useful part of my day 67% 79% 89% 87% 67% 90% 70% 64% 96% 89% 97% 90% 87% 80%

Disagree - I never use my mobile device to catch up during breaks 33% 21% 11% 13% 33% 10% 30% 36% 4% 11% 3% 10% 13% 20%

There are lots of little breaks in the day when I check my mobile device to catch up on what’s going on or to find

something I need

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EMEA Overview: 81% of EMEA consumers state that they achieve lots of useful little tasks within their day thanks to their mobile device

Would you use your mobile device to complete a task in the following breaks

(select all that apply)

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UK Spain Czech Russia Germany Romania France Turkey KSA UAE Egypt South Africa Poland ItalyAt home: In between activities (e.g. paying bills, family me 72% 69% 80% 76% 72% 84% 76% 53% 76% 70% 73% 72% 84% 84%While waiting somewhere (e.g. at a bus stop, at the doctor’s, at a coffee shop) 50% 54% 63% 84% 62% 59% 42% 67% 25% 47% 40% 56% 58% 39%At work: Lulls in and between appointments, meetings or task 39% 50% 58% 68% 61% 53% 38% 46% 49% 54% 61% 63% 53% 55%While watching TV (while the show youre watching is on) 49% 54% 60% 44% 49% 50% 47% 40% 43% 48% 34% 53% 53% 42%

During TV commercials 47% 50% 69% 59% 58% 60% 38% 40% 25% 37% 23% 47% 61% 33%

While commuting 39% 23% 40% 63% 57% 34% 26% 46% 20% 27% 23% 35% 41% 20%

Would you use your mobile device to complete a task in the following breaks

(select all that apply)

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EMEA Overview: 74% of respondents use mobile devices to complete tasks at home

What activity are you likely to do on your mobile device in these breaks during the

day?

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UK Spain Czech Russia Germany Romania France Turkey KSA UAE Egypt South Africa Poland ItalyEmail 65% 86% 79% 73% 68% 64% 76% 53% 87% 72% 90% 80% 93% 86%Surfing the web / browsing for information 54% 67% 67% 59% 62% 77% 57% 50% 81% 66% 86% 63% 89% 77%

Social networking / instant Messaging 43% 63% 40% 66% 49% 71% 38% 54% 45% 62% 53% 66% 58% 60%Entertainment music / video / movies / games 32% 48% 49% 46% 45% 57% 39% 46% 51% 57% 50% 43% 57% 45%

Check the latest news / sports results 42% 49% 51% 44% 47% 39% 35% 35% 51% 49% 70% 46% 58% 47%Personal tasks e.g. manage personal finances / book appo 49% 32% 55% 36% 53% 37% 42% 35% 30% 31% 33% 40% 55% 33%Keep on top of work email / do small work items 22% 42% 43% 51% 30% 44% 28% 28% 36% 37% 51% 42% 37% 32%


day? [Slide 1/2]

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EMEA Overview: EMEA consumers use stretchy time to enhance their day by completing valuable personal and work tasks such as email (77%), information gathering on the web

(67%) and social networking (54%).


day? [Slide 2/2]

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EMEA Overview: EMEA consumers use stretchy time to check the latest news (47%), personal tasks (42%) and keep on top of work email (37%).

In life generally do you find switching between activities and tasks:

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UK Spain Czech Russia Germany Romania France Turkey KSA UAE Egypt South Africa Poland ItalyEnjoyable, Stimulating, Natural 90% 90% 95% 97% 89% 97% 92% 78% 93% 91% 90% 93% 90% 89%Stressful or Confusing 17% 18% 15% 8% 20% 8% 12% 48% 21% 24% 20% 20% 15% 17%Both positive & negative 6% 9% 10% 5% 8% 5% 3% 26% 14% 15% 10% 12% 5% 6%

In life generally do you find switching between activities and tasks:

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EMEA Overview: 91% of respondents said that they find such task switching enjoyable, stimulating or natural

I switch frequently between activities (select all that apply)

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UK Spain Czech Russia Germany Romania France Turkey KSA UAE Egypt South Africa Poland ItalyIn everyday life – it helps me to get things done when I need to, without missing opportunities or deadlines 68% 57% 77% 75% 62% 71% 75% 62% 64% 77% 73% 77% 76% 71%

When I’m on my PC (e.g. email, work applications, social networking site, news site etc.) to complete a variety of tasks 66% 70% 66% 67% 67% 78% 61% 78% 63% 52% 67% 65% 68% 62%

I switch frequently between activities (select all that apply)

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EMEA Overview: People undertake task switching in everyday life (70%) and on their PC (66%) to very similar levels

On a scale of 1 – 10 (where 10 is completely agree and 1 is completely disagree) could you please indicate how

you view your mobile device

NB The below data collates responses from the 6-10 boxes, highlighting the positive response received

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UK Spain Czech Russia Germany Romania France Turkey KSA UAE Egypt South Africa Poland ItalyA work tool 47% 69% 65% 80% 54% 84% 64% 59% 75% 76% 79% 71% 73% 75%To provide access to the web 64% 84% 76% 73% 71% 83% 79% 67% 80% 74% 82% 79% 93% 89%As a source of entertainment 63% 85% 74% 66% 73% 81% 75% 65% 74% 71% 66% 76% 81% 85%A Communication tool 92% 92% 89% 96% 92% 98% 94% 89% 80% 81% 84% 89% 93% 91%

On a scale of 1 – 10 (where 10 is completely agree and 1 is completely disagree) could you please indicate how you view

your mobile device NB The below data collates responses from the 6-10 boxes, highlighting the positive response

received

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EMEA Overview: 9 out of 10 people surveyed use their mobile device as a Communication tool

If your mobile device was taken away from you for a month how would you feel?

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UK Spain Czech Russia Germany Romania France Turkey KSA UAE Egypt South Africa Poland Italy

Isolated 43% 39% 62% 69% 51% 64% 42% 34% 56% 61% 66% 63% 52% 47%Like I was missing out on up-to-date info/breaking news 32% 39% 59% 42% 42% 55% 18% 35% 53% 45% 58% 44% 60% 40%

Disorganised in my personal life 39% 33% 24% 41% 45% 37% 34% 44% 28% 39% 28% 49% 40% 31%

Disorganised at work 17% 24% 24% 43% 35% 27% 20% 30% 36% 41% 36% 47% 44% 35%

Disempowered 25% 10% 29% 9% 20% 35% 19% 31% 26% 41% 27% 54% 28% 38%

It would make no difference to me 25% 21% 13% 6% 15% 7% 25% 16% 8% 10% 5% 5% 12% 11%

If your mobile device was taken away from you for a month how would you feel?

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EMEA Overview: For nearly three in five people (57%) it is highly important and over half (52%) feel that they would be isolated without their mobile device

I can accomplish something useful on my mobile device in 5-10 minutes (assuming it is

already turned on)

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UK Spain Czech Russia Germany Romania France Turkey KSA UAE Egypt South Africa Poland ItalyAgree 88% 90% 98% 93% 92% 95% 93% 84% 91% 94% 95% 95% 98% 94%Disagree 12% 10% 2% 7% 8% 5% 7% 16% 9% 6% 5% 5% 2% 6%

I can accomplish something useful on my mobile device in 5-10 minutes (assuming it is

already turned on)

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EMEA Overview: 93% believe that they can achieve something of importance on their PC in 5 minutes

My PC helps me to think creatively, it allows me to go in unplanned directions as

my interest dictates

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My PC helps me to think creatively, it allows me to go in unplanned directions as

my interest dictates

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EMEA Overview: 87% of EMEA consumers say that their PC allows them to follow their ideas in unplanned directions

My mobile device helps me to develop or maintain relationships with friends and family when time distance

are an obstacle through social networking sites for example:

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My mobile device helps me to develop or maintain relationships with friends and family when time distance

are an obstacle through social networking sites for example:

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EMEA Overview: 88% of EMEA consumers use their mobile device to help them develop or maintain relationships with family or friends

When first developing a friendship relationship with someone I use a social networking site to find out

more about them

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When first developing a friendship relationship with someone I use a social networking site to find out

more about them

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EMEA Overview: 59% use social networking to gain more information about a new contact

How important is it for you to be 'connected' on a daily basis i.e. to be able to go online to engage and

communicate with friends communities interest groups? NB The below data collates responses from the 6-10 boxes, highlighting the positive response

received

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UK Spain Czech Russia Germany Romania France Turkey KSA UAE Egypt South Africa Poland Italy6-10 Inclusive 76% 80% 72% 88% 81% 79% 76% 70% 74% 83% 85% 87% 82% 82%

How important is it for you to be 'connected' on a daily basis i.e. to be able to go online to engage and

communicate with friends communities interest groups? NB The below data collates responses from the 6-10 boxes, highlighting the positive response

received

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EMEA Overview: Four in five (79%) of the surveyed EMEA consumers state that it’s important (responses 6-10) for them to be connected to online communities and interest

groups on a daily basis

10/20/20151 Liquid Time Campaign EMEA Country Data August 2010.

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Transcript of 10/20/20151 Liquid Time Campaign EMEA Country Data August 2010.