1. Copyright © 2012, iProspect, Inc. All rights reserved. NORDIC SURVEY 2012 iProspect Nordic

2. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHICH OF THE FOLLOWING DEVICES ARE YOU USING ACCESSING THE INTERNET? 2

3. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. HOW OFTEN DO YOU ACCESS THE INTERNET FROM YOUR PC? 3

4. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. HOW OFTEN DO YOU ACCESS THE INTERNET FROM YOUR MOBILE PHONE? 4

5. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. HOW OFTEN DO YOU ACCESS THE INTERNET FROM YOUR TABLET? 5

6. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. HOW OFTEN DO YOU ACCESS THE INTERNET FROM YOUR OTHER DEVICE? 6

7. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHAT FUNCTIONALITIES DO YOU PRIMARILY USE WHEN SEARCHING ON YOUR PC (PC/MAC/DESKTOP/LAPTOP)? 7

8. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHAT FUNCTIONALITIES DO YOU PRIMARILY USE WHEN SEARCHING ON YOUR MOBILE PHONE (IPHONE, ANDROID)? 8

9. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHAT FUNCTIONALITIES DO YOU PRIMARILY USE WHEN SEARCHING ON YOUR TABLET (IPAD, GALAXY PAD)? 9

10. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHICH OF THE FOLLOWING INTERNET SEARCH ENGINES DO YOU USE PRIMARILY? 10

11. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHEN SEARCHING IN A SEARCH ENGINE LIKE GOOGLE, HOW MANY KEYWORDS DO YOU NORMALLY USE WHEN SEARCHING ON YOUR PC? 11

12. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHEN SEARCHING IN A SEARCH ENGINE LIKE GOOGLE, HOW MANY KEYWORDS DO YOU NORMALLY USE WHEN SEARCHING ON YOUR MOBILE PHONE? 12

13. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHEN SEARCHING IN A SEARCH ENGINE LIKE GOOGLE, HOW MANY KEYWORDS DO YOU NORMALLY USE WHEN SEARCHING ON YOUR TABLE? 13

14. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHEN YOU HAVE ENTERED A SEARCH QUERY IN A SEARCH ENGINE LIKE GOOGLE, HOW MANY RESULTS DO YOU READ BEFORE CLICKING OR DECIDE TO DO A NEW SEARCH QUERY? 14

15. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. DO YOU HAVE A GOOGLE+ PROFILE? 15

16. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. DO YOU EVER SEARCH FOR IMAGES IN SEARCH ENGINES LIKE GOOGLE ON YOUR PC (PC/MAC/DESKTOP/LAPTOP)? 16

17. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. DO YOU EVER SEARCH FOR IMAGES IN SEARCH ENGINES LIKE GOOGLE ON YOUR MOBILE PHONE (IPHONE, ANDROID)? 17

18. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. DO YOU EVER SEARCH FOR IMAGES IN SEARCH ENGINES LIKE GOOGLE ON YOUR TABLET (IPAD, GALAXY PAD)? 18

19. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WOULD YOU PREFER TO HAVE SEARCH ENGINE RESULTS ADJUSTED BASED ON YOUR INTERESTS AND SEARCH HISTORY? 19

20. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. IS THE TERM ”SOCIAL SEARCH” FAMILIAR TO YOU? 20

21. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. CAN YOU TELL THE DIFFERENCE BETWEEN SPONSORED AND NON-SPONSORED LINKS (ORGANIC) RESULTS? 21

22. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. DO YOU THINK IT IS A PROBLEM THAT YOU CANT TELL THE DIFFERENCE? 22

23. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHAT SEARCH RESULTS DO YOU FIND THE MOST USEFUL? 23

24. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHEN USING SEARCH ENGINES, IT WOULD BE HELPFUL IF I COULD SEE RECOMMENDATIONS FROM MY FAMILY AND FRIENDS AS A PART OF SEARCH RESULTS 24 PC

25. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHEN I AM SEARCHING IN THE SEARCH ENGINES LIKE GOOGLE ON MY PC, I GENERALLY FIND THE BROWSING EXPERIENCE GOOD 25

26. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. THE WEBSITES I VISIT, ON MY PC ARE IN GENERAL WELL PREPARED, CONSIDERING THE SCREEN SIZE OF PC 26

27. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHEN USING SEARCH ENGINES, IT WOULD BE HELPFUL IF I COULD SEE RECOMMENDATIONS FROM MY FAMILY AND FRIENDS AS A PART OF SEARCH RESULTS 27 MOBILE

28. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHEN I AM SEARCHING IN THE SEARCH ENGINES LIKE GOOGLE ON MY MOBILE PHONE, I GENERALLY FIND THE BROWSING EXPERIENCE GOOD 28

29. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. THE WEBSITES I VISIT, ON MY MOBILE PHONE ARE IN GENERAL WELL PREPARED, CONSIDERING THE SCREEN SIZE OF MOBILE PHONE 29

30. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHEN USING SEARCH ENGINES, IT WOULD BE HELPFUL IF I COULD SEE RECOMMENDATIONS FROM MY FAMILY AND FRIENDS AS A PART OF SEARCH RESULTS 30 TABLET

31. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHEN I AM SEARCHING IN THE SEARCH ENGINES LIKE GOOGLE ON MY TABLET, I GENERALLY FIND THE BROWSING EXPERIENCE GOOD 31

32. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. THE WEBSITES I VISIT, ON MY TABLET ARE IN GENERAL WELL PREPARED, CONSIDERING THE SCREEN SIZE OF TABLET 32

33. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHICH OF THE FOLLOWING POINTS HAVE MADE YOU GO TO A SEARCH ENGINE TO GET INFORMATION ABOUT A COMPANY, A PRODUCT OR A SERVICE? 33

34. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. DURING THE LAST 6 MONTHS, WHAT PRODUCTS HAVE YOU BEEN SEARCHING FOR ON YOUR PC(PC/MAC/DESKTOP/LAPTOP)? 34

35. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. DURING THE LAST 3 MONTHS, WHAT PRODUCTS HAVE YOU BEEN SEARCHING FOR ON YOUR MOBILE PHONE (IPHONE, ANDROID)? 35

36. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. DURING THE LAST 6 MONTHS, WHAT PRODUCTS HAVE YOU BEEN SEARCHING FOR ON YOUR TABLET (IPAD, GALAXY PAD)? 36

37. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHEN SEARCHING FOR HOLIDAY TRAVEL (FLIGHT, HOTEL, ETC.) IN THE SEARCH ENGINES, HOW MANY SEARCHES DO YOU ESTIMATE THAT YOU DO BEFORE PURCHASING HOLIDAY TRAVEL? 37

38. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHEN SEARCHING FOR CLOTHING/FASHION (NOT SPORTSWEAR) IN THE SEARCH ENGINES, HOW MANY SEARCHES DO YOU ESTIMATE THAT YOU DO BEFORE PURCHASING CLOTHING/FASHION? 38

39. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHEN SEARCHING FOR CONSUMER LOAN IN THE SEARCH ENGINES, HOW MANY SEARCHES DO YOU ESTIMATE THAT YOU DO BEFORE PURCHASING CONSUMER LOAN ONLINE OR IN A PHYSICAL STORE? 39

40. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHEN SEARCHING FOR CONSUMER ELECTRONICS (TV, SETS AND SIMILAR) IN THE SEARCH ENGINES, HOW MANY SEARCHES DO YOU ESTIMATE THAT YOU DO BEFORE PURCHASING CONSUMER ELECTRONICS ONLINE OR IN A PHYSICAL STORE? 40

41. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHEN SEARCHING FOR AN INSURANCE IN THE SEARCH ENGINES, HOW MANY SEARCHES DO YOU ESTIMATE THAT YOU DO BEFORE PURCHASING THE INSURANCE ONLINE OR IN A PHYSICAL STORE? 41

42. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHEN SEARCHING FOR DAILY GROCERIES IN THE SEARCH ENGINES, HOW MANY SEARCHES DO YOU ESTIMATE THAT YOU DO BEFORE PURCHASING DAILY GROCERIES ONLINE OR IN A PHYSICAL STORE? 42

43. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. OVER HOW LONG A PERIOD OF TIME DO YOU USUALLY USE THE SEARCH ENGINES TO SEARCH FOR A HOLIDAY TRAVEL (FLIGHT, HOTEL, ETC.) BEFORE PURCHASING? 43

44. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. OVER HOW LONG A PERIOD OF TIME DO YOU USUALLY USE THE SEARCH ENGINES TO SEARCH FOR A CLOTHING/FASHION (NOT SPORTSWEAR) BEFORE PURCHASING? 44

45. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. OVER HOW LONG A PERIOD OF TIME DO YOU USUALLY USE THE SEARCH ENGINES TO SEARCH FOR CONSUMER LOAN BEFORE PURCHASING? 45

46. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. OVER HOW LONG A PERIOD OF TIME DO YOU USUALLY USE THE SEARCH ENGINES TO SEARCH FOR CONSUMER ELECTRONICS (TV, SETS AND SIMILAR) BEFORE PURCHASING? 46

47. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. OVER HOW LONG A PERIOD OF TIME DO YOU USUALLY USE THE SEARCH ENGINES TO SEARCH FOR AN INSURANCE BEFORE PURCHASING? 47

48. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHEN SEARCHING FOR DAILY GROCERIES IN THE SEARCH ENGINES, HOW MANY SEARCHES DO YOU ESTIMATE THAT YOU DO BEFORE PURCHASING DAILY GROCERIES ONLINE OR IN A PHYSICAL STORE? 48

49. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHAT KIND OF TERMS DO YOU USUALLY USE WHEN SEARCHING FOR HOLIDAY TRAVEL (FLIGHT, HOTEL, ETC.) IN THE SEARCH ENGINES? 49

50. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHAT KIND OF TERMS DO YOU USUALLY USE WHEN SEARCHING FOR CLOTHING/FASHION (NOT SPORTSWEAR)IN THE SEARCH ENGINES? 50

51. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHAT KIND OF TERMS DO YOU USUALLY USE WHEN SEARCHING FOR CONSUMER LOAN IN THE SEARCH ENGINES? 51

52. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHAT KIND OF TERMS DO YOU USUALLY USE WHEN SEARCHING FOR CONSUMER ELECTRONICS (TV, SETS AND SIMILAR) IN THE SEARCH ENGINES? 52

53. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHAT KIND OF TERMS DO YOU USUALLY USE WHEN SEARCHING FOR INSURANCE IN THE SEARCH ENGINES? 53

54. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHAT KIND OF TERMS DO YOU USUALLY USE WHEN SEARCHING FOR DAILY GROCERIES IN THE SEARCH ENGINES? 54

55. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. IF YOU WERE SEARCHING FOR (DISPLAY LOCAL EXAMPLE) IN A SEARCH ENGINE LIKE GOOGLE, WHICH OF THE FOLLOWING TWO ADS WOULD YOU CLICK ON IN A SEARCH RESULT? 55 FI Ad alternatives on the next slide

56. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. FINLAND - LENNOT LONTOO 56 Alt. 1 Alt. 2 If you were searching for [QUERY] in a search engine like Google, which of the following two ads would you most likely click on in a search result

57. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. HAVE YOU BOUGHT ANY PRODUCTS VIA YOUR PC THE LATEST 6 MONTHS? 57

58. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. HAVE YOU BOUGHT ANY PRODUCTS VIA YOUR MOBILE PHONE THE LATEST 6 MONTHS? 58

59. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. HAVE YOU BOUGHT ANY PRODUCTS VIA YOUR TABLET THE LATEST 6 MONTHS? 59

60. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. DURING THE LAST THREE MONTHS, WHAT PRODUCTS HAVE YOU BOUGHT ONLINE ON PC? 60

61. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. DURING THE LAST THREE MONTHS, WHAT PRODUCTS HAVE YOU BOUGHT ONLINE ON MOBILE PHONE? 61

62. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. DURING THE LAST THREE MONTHS, WHAT PRODUCTS HAVE YOU BOUGHT ONLINE ON TABLET? 62

63. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHY DO YOU BUY PRODUCTS ONLINE VIA YOUR PC? 63

64. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHY DO YOU BUY PRODUCTS ONLINE VIA YOUR MOBILE PHONE? 64

65. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WHY DO YOU BUY PRODUCTS ONLINE VIA YOUR TABLET? 65

66. Digital Performance on a Global Scale. Copyright © 2012, iProspect, Inc. All rights reserved. WOULD YOU BE MORE LIKELY TO BUY PRODUCTS THAT YOUR FRIENDS HAVE RECOMMENDED? 66