Market Snapshot Q United Kingdom

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1 Market Snapshot Q United Kingdom

2 Our Facebook community 1.65 BILLION people on Facebook each month 1+ BILLION* People on Facebook every day *Q4 15 Facebook earnings call Q1 16 Facebook earnings call 1 BILLION people on WhatsApp each month 1 BILLION* people on Groups each month 100 MILLION* hours of video watched per day 900 MILLION 400 MILLION people on Messenger each month 25 MILLION people connected via internet.org people on Instagram each month 50 MILLION* small businesses using Pages

3 Facebook in United Kingdom >37M >30M people use Facebook every month or 81% of monthly active people return every day Source: Based on Facebook data, March 2016.

4 Facebook in United Kingdom 37M people = 70% of Internet users * Source: Based on Facebook data, March * Percentage of Internet users calculated with data from emarketer, February 2016.

5 Mobile devices are changing how we connect

6 People now spend more time with digital and mobile Television Radio ! Source: emarketer, Source: emarketer, US, Nov US, Nov 2015.

7 Mobile & Smartphone Users continues to grow,-..-/01 *&#&!&#& (&#& ($#* ("#& $'#& $(#) (!#$ %&#& "&#& &#& %&"( %&"! %&"* %&"+ %&"',/2-.34;</034A :;</034A1391 Source: emarketer, Apr 2016

8 Ad dollars will also continue to shift to Digital &+-*.!"($&()$)*"$&"+ *#-+.!"'$)#,$'&,$%+*!"*$#)"$#"($,,#!")$+,%$%(#$#+) *)-". **-(. *+-". "*-#. ")-#. ""-#. %-#.,-*. (#"& (#"* (#"' (#"+ (#", / >9:;70;1 / >9:;70;15B.5CD52C2345E: >9:;70;1F / >9:;70;151=CG2H Source: emarketer, Mar 2016

9 While Mobile Ad Spend will continue to gain +("%D+("& '(#&$ '&#)$ **#($!"#!$ %"#&$ +"#+$ +)#($!+#%$!)#)$ "%#&$ +("% +("' +("* +(") +("&,-./012942E 6174/7= 2F$ 2-; 2>->9024/=/>902942E 6174/7= G,-./012942E 6174/7= 2F$ 2-; 2>->902H 14/92942E 6174/7= G Source: emarketer, Mar 2016

10 Reach your audience at the centre of discovery >34M >28M people access Facebook monthly on mobile people access Facebook daily on mobile Source: Based on Facebook data, March 2016.

11 Mobile is a constant companion 34M people access Facebook monthly on mobile = 92% of MAU Source: Based on Facebook data, March 2016.

12 Instagram in United Kingdom 16M Monthly Actives Source: Based on Facebook data, March 2016.

13 Time spent on Mobile More than 1 in 5 minutes on mobile in the UK is spent on Facebook and Instagram Source: comscore Mobile Metrix, March 2016.

14 People in the UK on Facebook

15 Executive Summary!!!"#$%&'$($)*+,-'$.*$(//'&&$0(/'+**1$(23$44#$(5'$)%-673'8,/'$%&'5&$!! C4#$*:$;'*;-'$,2$.<'$=>$&(D$.<'D$%&'$&)(5.;<*2'&$3(,-DE$/-*/1,2B$%;$(2$(8'5(B'$*:$F<"F$($3(D$!! G<'$<*)'$,&$&6--$.<'$HI$;-(/'$.*$%&'$0(/'+**1$(23$J2&.(B5()$ Source: GfK EMEA country profile study, UK, December 2015

16 Facebook is a daily, frequent habit 37M people are active on Facebook in the UK every month (72% of internet users in the UK) 81% 90% of monthly active users return daily (30M) of daily actives use Facebook on mobile (27M) Source: Facebook internal data, Dec and emarketer, Oct 2015

17 How people in the UK spend their time online 67% 56% 41% of people in the UK go online to browse social networks of people in the UK go online to watch online videos of people in the UK go online to use mobile messenger Source: GfK EMEA country profile study, UK, December 2015

18 Most used social networks in the UK 1. 74% Facebook 1. 53% 62% YouTube of UK social media users chose Facebook as their favourite 32% Twitter Source: GfK EMEA country profile study, UK, December 2015

19 People in the UK use Facebook for many reasons 69% 45% 47% 50% To keep up with friends To connect with friends To pass the time To message people Source: GfK EMEA country profile study, UK, December 2015

20 Facebook fuels discovery & action 67% 58% post on friend's walls share pictures 43% share news articles 41% 21% 17% announce personal news provided product or service recommendations received product or service recommendations Source: GfK EMEA country profile study, UK, December 2015

21 Facebook is a place for discovery Top categories discovered on Facebook: 10% Entertainment 8% Cosmetics 8% Tech/Games consoles Source: GfK EMEA country profile study, UK, December 2015

22 Facebook is a place for discovery Top categories discovered on Instagram: 17% Cosmetics 18% Luxury fashion and clothing Source: GfK EMEA country profile study, UK, December 2015

23 Top 3 occasions using Facebook and Instagram 78% At home 40% Whilst watching TV 32% Before going to bed 59% At home 33% Whilst watching TV 33% Before going to bed Source: GfK EMEA country profile study, UK, December 2015

24 Millennials are more mobile Compared to the average person online in the UK, Millennials access Facebook in more places: 22% 21% 18% 26% At universities and schools (2.4x more than avg. person online in the UK) While shopping in supermarkets (2.1x more than avg. person online in the UK) At internet cafes (2x more than avg. person online in the UK) While waiting in a queue (1.7x more than avg. person online in the UK) Source: GfK EMEA country profile study, UK, December 2015

25 Millennials access Instagram in more locations Compared to the average person online in the UK, Millennials are: 1.2X more likely to check Instagram when waking up 1.2X more likely to check Instagram before going to bed 1.3X more likely to check Instagram while out and about Source: GfK EMEA country profile study, UK, December 2015

26 Millennials are broadening the way they use their mobile and Facebook Compared to the average person online in the UK, Millennials are: 2X more likely to say they will spend more time on their mobile in the future 2.4X more likely to say they will spend more time watching videos on their phone 2X more likely to say they ll watch more video on Facebook in the future Source: GfK EMEA country profile study, UK, December 2015

27 Millennials are tech-savvy Compared to the average person online in the UK, Millennials are: 1.7X more likely to go online to stream/ download music 2.2X more likely than average to discover Tech on Facebook Source: GfK EMEA country profile study, UK, December 2015

28 People in the UK are multi-device users 77% 47% 90% Of people in the UK use multiple devices to access the internet of people in the UK on Facebook use both desktops and mobile to get onto Facebook Use a mobile to access Facebook (43% mobile-only access) Source: GfK EMEA country profile study, UK, December 2015; Facebook audience insights, UK, January 2016

29 Mobile use and sophistication is growing fast 79% of people in the UK online use a smartphone 22% of people in the UK still use feature phones 34% of the feature phone users plan to upgrade to a smartphone in the next 2 years Source: GfK EMEA country profile study, UK, December 2015

30 Smartphone users in the UK are constantly connected 67% of people in the UK say they use smartphones daily, clocking up an average of 2h02 a day More than half of people in the UK check and use their smartphone at all times of the day, from early mornings to late evenings, similar to tablet usage Source: GfK EMEA country profile study, UK, December 2015

31 Mobile, especially apps, now capture majority of minutes K9#$ G*.(-$ ),2&$ KF#$ NOPQRSO$ IM#$ Apps now account for 47% of all time spent on digital MF#$ Source: comscore Inc., MMX Multi-Platform, Mobile Metrix, UK, June 2015

32 App shoppers are the biggest spenders 2.6x 1.5x 2.8x More revenue generated with the average person shopping from an app vs. a mobile site More revenue generated with the average person shopping from an app vs. a desktop device More retailer interactions with the average person shopping from an app vs. a a mobile site Source: App Annie Mobile App Forecast, Global, Q1 2016

33 Device usage throughout the day --- Use a smartphone --- Use a featurephone --- Use a tablet --- Use a laptop / PC 70% 60% 50% 40% 30% 20% 10% 0% Early Morning Late Morning Lunchtime Afternoon Early Evening Late Evening Post Midnight Source: GfK EMEA country profile study, UK, December 2015

34 which is improving people s lives 40% For people in the UK, access to a smartphone/ advanced feature phone has enabled them to: of people online in the UK feel their life has improved through having access to a mobile device. 38% 30% 29% 29% connect more with friends/family outside of the home discover new products and services educate themselves shop for brands and products Source: GfK EMEA country profile study, UK, December 2015

35 And providing shorter, richer forms of communication 39% 44% 39% of people in the UK feel that messaging is changing the way they are communicating send fewer SMS messages because they communicate via messaging services spend less time ing or on the phone due to Facebook Source: GfK EMEA country profile study, UK, December 2015

36 Video is exploding

37 Facebook is the leading mobile video platform globally >8B videos views per day Ice bucket & video feed ranking changes 4b video views per day 8b video views per day >75% Video views per day happen on mobile Autoplay begins for people & ramps to Pages 1b video views per day 3b video views per day Q Q Q Q Q Source: Facebook internal data, Q earnings call

38 Attention span is low = value is delivered early 100% 74% Cumulative impact on ad recall 47% 0% Total seconds of video watched Source: (commissioned by Facebook) Nielsen Analysis of 173 FB video campaigns with Nielsen Brand Effect Studies, 2015

39 Not about the absolute length (US) 9"$ Completion % by video length IL&$ 9"&$ C"&$ FL$ % of audience retained F"$ IL$ I"$ L$ "$ "$ I"$ F"$ 9"$ K"$ L"$ C"$ Seconds watched Source: Facebook Internal Data, US Video Ads, March 2015.

40 Viewing online videos is becoming a frequent habit 73% 50% of people online in the UK watch online video content at least once a month of UK Millennials watch online video content daily, in line with significantly lower TV consumption among this group On average, people in the UK spend 1h12 a day watching online videos Source: Facebook audience insights, UK, January 2016

41 Types of video content people in the UK look for Movies/TV shows Comedy sketches Product reviews/ 'how to' videos News Sports 38% 34% 33% 32% 25% Source: GfK EMEA country profile study, UK, December 2015

42 TV and online video usage throughout the day --- Watch TV --- Watch video online 80% 70% 60% 50% 40% 30% 20% 10% 0% Early Morning Late Morning Lunchtime Afternoon Early Evening Late Evening Post Midnight Source: GfK EMEA country profile study, UK, December 2015

43 A quarter of all time spent viewing video is on mobile 33% 23% Live TV Mobile 14% 30% On demand TV Computer Minutes viewing video yesterday Millward Brown AdReaction Video Report, UK, October 2015

44 Digital is catching up Exposure (mins spent yesterday) Share of Exposure (%) 63% 14% 8% 15% Total mins: 212 (=3h32) Source: Minutes viewing video yesterday Millward Brown AdReaction Video Report, UK, October 2015

45 Most video viewing takes place at home Live TV On demand TV Computer Tablet$ Smartphone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ource: Millward Brown AdReaction Video Report UK, October 2015

46 Interface use throughout the day --- Use a smartphone --- Use a laptop / PC --- Watch TV 80% 70% 60% 50% 40% 30% 20% 10% 0% Early Morning Late Morning Lunchtime Afternoon Early Evening Late Evening Post Midnight Source: GfK EMEA country profile study, UK, December 2015

47 Dual Screening FB during TV: 29% of people online in the UK use Facebook while watching TV 84% of people in the UK use Facebook while watching TV during the show and 79% during the adverts Source: GfK EMEA country profile study, UK, December 2015

48 Dual Screening People in the UK dual screen with Facebook when: 52% 36% 36% 34% TV content does not require full attention programs/movies are on that they are not interested in ad breaks are on they like having TV in the background Source: GfK EMEA country profile study, UK, December 2015

49 People in the UK plan to increase the following in the future 22% Are planning to spend more time with their family 17% Planning to purchase more online (23% for Facebook & Instagram users) Source: GfK EMEA country profile study, UK, December 2015

50 People in the UK have high expectations of brands 73% 55% 44% of people in the UK are careful with their online identity of people in the UK say they only pay attention to advertising from brands and products they trust expect advertising to be relevant to them, particularly Facebook & Instagram users (58%) Source: GfK EMEA country profile study, UK, December 2015

51 Lifestyle concerns in the UK People in the UK value: 88% Health 85% Safety from crime 81% Free Time Source: GfK EMEA country profile study, UK, December 2015

52 Social concerns in the UK People in the UK are most concerned with: 41% Corruption 37% Employment for the Young 36% Global Economy Source: GfK EMEA country profile study, UK, December 2015

53

54 Methodology GfK Multi-Market Consumer Survey Research covering media usage and consumer attitudes across 18 EMEA markets. Online survey methodology with >18,000 respondents in total. Definitions: When comparing to the EMEA average we re referring to the average across all other 18 markets in this research. All the data provided for the UK is based on a study carried out by commissioned research partner GfK. All data is based on a representative sample of 1000 online respondents in the UK that are aged 18+ unless otherwise specified. Source: GfK EMEA country profile study, United Kingdom, December 2015

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