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TABLE OF CONTENTS

INTRODUCTION 2

A NOTE ON METHODOLOGY 4

DEMOGRAPHICS 4

USING FACEBOOK 6

GAMES 8

FACEBOOK PLACES 11

SHOPPING 14

BRANDS 16

CONCLUSION: UNFRIEND 22

CHARTS

Source: DDB Paris/OpinionWay

1 METHODOLOGY 4

2 AVERAGE USER PROFILE 5

3 FREQUENCY OF USE, BY COUNTRY 6

4 -FREQUENCY OF USE, EVOLUTION OVER PAST SIX MONTHS BY COUNTRY 7

5 -FREQUENCY OF USE, INTENTION TO USE IN FUTURE 7

6 -MAIN REASONS TO CONNECT BY COUNTRY 8

7 -FACEBOOK GAME USERS BY COUNTRY 9

8 -FACEBOOK GAME USERS 11

9 -WHY PLAY? BY COUNTRY 12

10 FACEBOOK PLACES USE 13

11 -WHO'S USED SPECIAL DEALS OR DISCOUNTS 13

12 -FREQUENCY OF ONLINE PURCHASES BY COUNTRY 14

13 -VISITORS OF FACEBOOK ONLINE STORES 15

14 -CONCERNS ABOUT USE OF PERSONAL DATA 15

15 INTENT TO PURCHASE 17

16 EXPECTATIONS FOR ONLINE STORES 17

17 -NUMBER OF BRANDS FOLLOWED 18

18 -NUMBER OF BRANDS FOLLOWED BY AGE AND GENDER 19

19 -REASONS FOR FOLLOWING BRANDS 19

20 -OPINION ON BRAND'S FREQUENCY OF INFORMATION 20

21 -BEHAVIORS RELATED TO BRAND CONTENT 21

22 -INTENT TO PURCHASE FAVORITE BRAND 21

23 -REASONS FOR UNSUBSCRIBING 22

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