1. August 2011

2. Monthly UKOM audience data UKOM (UK Online Measurement) core data reported on 10 th every month → Monthly top 10 sites at brand level by reach → Monthly audience data for top 10 sites Summary report includes a sample of UKOM demographic classifications → Gender, age, social grade, region, main shopper, in the market for a car Data reports can also be run at a parent, channel, domain, subdomain and application level UKOM panel of 31,000 people at home and 4,000 at work Further information on UKOM can be found on the UKOM website http://www.ukom.uk.net/ http://www.ukom.uk.net/ Please e-mail research@iabuk.net or james.smythe@ukom.uk.net with any queriesresearch@iabuk.netjames.smythe@ukom.uk.net

3. August 2011 online usage Source: UKOM August 2011 Apr 2010: Digital Universe 46.9m aged 2+ Active Universe 40.5m aged 2+ Average 2424 pages/user MeasurementAugust 2011 Digital Universe48.7 million Active internet users39.5 million Sessions per person53 Sites per person84 Pages per person2,739

4. Top 10 sites SiteAudience (000’s) Pages per person Time spent per person Google33,7802011 hour 26 mins Facebook27,0869037 hours 23 mins MSN/Windows Live/Bing25,8681411 hour 32 mins BBC21,0937347 mins Yahoo!20,4871381 hour 20 mins YouTube19,8411401 hour 39 mins Amazon17,7544827 mins eBay17,1962141 hour 45 mins Ask10,552137 mins Associated Newspapers (Mail Online, METRO.co.uk, Jobsite, Teletext Holidays, This Is Money) 9,4732926 mins Source: UKOM August 2011

5. Top 10 websites – audience composition GoogleFacebookMSNBBCYahoo!You TubeAmazoneBayAsk Associated Newspapers Male 51%50% 52%51%54%51%50%51%49% Female 49%50% 48%49%46%49%50%49%51% 18-24 12%14% 11%12%15%10%12%11%12% 25-34 16%17% 16%18%17%16%17%15%18% 35-49 28%29%28%29% 27%30%31%27%30% 50+ 31%29%30%34% 28%37%33%39%36% ABC1 59%57%58%63%59%57%62%57%56%63% C2DE 39%41%40%35%38%41%37%41%42%35% Main Shopper 46%47% 49%50%47%53%51%53%55% North 23% 22% 23%22%25% South 32%33% 34% 33%31%33% Midlands and East 20%19%20%19% 18%19%20%19% Scotland 8% 7% Wales (and West) 9%10% 9%10%9%10% 9% In market for a car 9%10% 9%10%11%10%9%11%10%

6. 1. DemographicsIndexReach (000) Male10017,259 Female10016,521 18-241024,199 25-341025,472 35-491039,607 50+9910,632 ABC110220,083 C2DE9813,028 Main Shopper10515,473 North1007,654 South9910,943 Midlands and East1026,642 Scotland1002,656 Wales (and West)973,139 In market for a car1063,147 201 Average page views per person 33,780,000 Unique users Average of 26 sessions per person Average time spent per person - 1 hour 26 mins Source: UKOM August 2011

7. 2. DemographicsIndexReach (000) Male9813,580 Female10213,506 18-241183,902 25-341104,710 35-491037,737 50+907,759 ABC19815,555 C2DE10311,005 Main Shopper10812,815 North1006,129 South1018,934 Midlands and East985,159 Scotland992,111 Wales (and West)1002,604 In market for a car1142,720 903 Average page views per person 27,086,000 Unique users Average of 24 sessions per person Average time spent per person - 7 hours 23 mins Source: UKOM August 2011

8. 3. DemographicsIndexReach (000) Male9813,011 Female10212,857 18-241163,636 25-341114,521 35-491027,306 50+957,808 ABC19914,913 C2DE10210,440 Main Shopper10712,132 North985,765 South1018,536 Midlands and East1015,066 Scotland1012,059 Wales (and West)1002,478 In market for a car1132,580 141 Average page views per person 25,868,000 Unique users Average of 18 sessions per person Average time spent per person - 1 hour 32 mins Source: UKOM August 2011

9. 4. DemographicsIndexReach (000) Male10210,951 Female9810,142 18-24922,352 25-341033,448 35-491056,152 50+1077,175 ABC110813,313 C2DE897,422 Main Shopper11210,381 North984,678 South1026,993 Midlands and East1004,076 Scotland971,609 Wales (and West)951,924 In market for a car1031,920 73 Average page views per person 21,093,000 Unique users Average of 11 sessions per person Average time spent per person - 47 minutes Source: UKOM August 2011

10. 5. DemographicsIndexReach (000) Male10010,525 Female1009,962 18-24982,433 25-341113,591 35-491035,882 50+1076,948 ABC110212,183 C2DE1257,849 Main Shopper11510,320 North964,445 South1036,881 Midlands and East1003,949 Scotland1001,619 Wales (and West)991,950 In market for a car1152,078 138 Average page views per person 20,487,000 Unique users Average of 15 sessions per person Average time spent per person - 1 hour 20 mins Source: UKOM August 2011

11. 6. DemographicsIndexReach (000) Male10610,775 Female949,066 18-241273,073 25-341093,431 35-49975,330 50+885,548 ABC19811,350 C2DE1038,092 Main Shopper1089,424 North994,457 South1056,824 Midlands and East953,635 Scotland951,495 Wales (and West)971,845 In market for a car1222,137 140 Average page views per person 19,841,000 Unique users Average of 10 sessions per person Average time spent per person - 1 hour 39 mins Source: UKOM August 2011

12. 7. DemographicsIndexReach (000) Male999,002 Female1018,753 18-24861,853 25-341002,813 35-491105,405 50+1156,527 ABC110510,938 C2DE936,512 Main Shopper1229,464 North993,977 South1025,901 Midlands and East963,294 Scotland981,370 Wales (and West)991,693 In market for a car1101,721 48 Average page views per person 17,754,000 Unique users Average of 5 sessions per person Average time spent per person - 27 minutes Source: UKOM August 2011

13. 8. DemographicsIndexReach (000) Male978,537 Female1038,658 18-24972,025 25-341072,920 35-491105,250 50+1025,607 ABC1989,809 C2DE1047,040 Main Shopper1168,727 North1034,033 South955,334 Midlands and East1023,384 Scotland961,302 Wales (and West)1051,738 In market for a car1051,589 214 Average page views per person 17,196,000 Unique users Average of 10 sessions per person Average time spent per person - 1 hour 45 mins Source: UKOM August 2011

14. 9. DemographicsIndexReach (000) Male1005,400 Female1005,152 18-24891,142 25-34921,534 35-49992,896 50+1234,130 ABC1965,927 C2DE1054,390 Main Shopper1225,640 North982,353 South1003,438 Midlands and East992,014 Scotland104864 Wales (and West)1001,015 In market for a car1191,110 13 Average page views per person 10,552,000 Unique users Average of 4 sessions per person Average time spent per person - 7 minutes Source: UKOM August 2011

15. 10. DemographicsIndexReach (000) Male964,649 Female1044,824 18-24951,092 25-341161,733 35-491072,815 50+1123,388 ABC11085,957 C2DE883,305 Main Shopper1255,200 North1092,335 South1013,123 Midlands and East961,768 Scotland91678 Wales (and West)96872 In market for a car116973 29 Average page views per person 9,473,000 Unique users Average of 5 sessions per person Average time spent per person - 26 minutes Source: UKOM August 2011

16. August 2011