What's Your Child Doing on Facebook?

Calgary, AB - A new study shows from Ipsos Reid shows that online Canadian teens are significantly more likely to have a social network profile than online Canadian adults. Over three-quarters (76%) of online Canadians teens aged 12-17 now have a social network profile, up from 50% in 2007. The rate of increase is higher than that reported for the online adult population, which increased from 39% to 56% over the same time period. These are some of the findings from "Online Teens: What's the Next Generation Doing Now," a new study conducted and released by Ipsos Reid. Study author Mark Laver noted, "Teenagers are sometimes thought as societal barometers for new trends and embracing new technology. Online teenagers' use of social networks has expanded rapidly in the past 18 months; however, their parents' usage hasn't kept up. Consequently, some parents will have little to no clue about what their children are doing online."

Of note, many online teens have social network accounts at more than one site. Of the online Canadian teenagers with social networking profiles, almost all (93%) have a profile on Facebook. The next most popular social networking sites for these teens are Windows Live Space (29%), and MySpace (19%). Facebook is the only site to experience a significant increase in the last 18 months, increasing by 24 percentage points (up from 69%).

"Facebook has clearly broken away from the crowd in terms of being the primary site for social networking, although a few niche providers have a following as well. Businesses wishing to engage consumers through online social networks will need to do some research to understand the dynamics of each site," Laver continues.

"Clearly, the social networking phenomenon has been a huge success with the younger generation. The rapid uptake in social networking by Canadian teenagers may point toward slight shifts in how teens communicate with each other. The all night telephone call may be replaced through a variety of text, sms and im/chat messages, including those inside of social networks," concludes Laver.

This release is based on the findings of an Ipsos Reid syndicated study, the Inter@ctive Reid Report, released in April, 2009. This online survey of 362 Canadian teenagers aged 12-17 was conducted via the Internet using Ipsos Reid's online panel. The results are based on a sample where quota sampling and weighting are employed to balance demographics and ensure that the sample's composition reflects that of the actual Canadian population according to Census data. Quota samples with weighting from the Ipsos online panel provide results that are intended to approximate a probability sample. An unweighted probability sample of this size, with a 100% response rate, would have an estimated margin of error of +/- 5.15 percentage points, 19 times out of 20.

Visit Interactive Reid on Twitter http://twitter.com/interactivereid.

For more information on this news release, please contact:

Mark Laver
Associate Vice President
Ipsos Reid
Public Affairs
(403) 294-7393
[email protected]

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modeling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey- based market research group.

To learn more, please visit www.ipsos.com/en-ca.

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2008, Ipsos generated global revenues of e979.3 million.

Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.

Ipsos, listed on the Eurolist of Euronext - Comp B, is part of SBF 120 and the Mid- 100 Index, adheres to the Next Prime segment and is eligible to the Deferred Settlement System. Isin FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP