SOCIAL MEDIA VS. TRADITIONAL PANEL Lab42 conducted research to determine the similarities and differences between Lab42 sample (i.e. social media sample) and sample from a Traditional Panel Provider (TPP). SIMILARITIES BETWEEN THE 2 SAMPLES ABOUT 1 IN 5 RESPONDENTS ABOUT 1 IN 3 RESPONDENTS from BOTH Social Media sample and TPP sample use social media apps... from BOTH samples say they are early adopters of technology ABOUT 1 IN 5 do the majority of their shopping online. TOP SOCIAL MEDIA SITES USED TOP 3 PLACES to buy electronics are the same: TOP 3 ELECTRONIC DEVICES 1. 1. SMARTPHONE 2. 2. VIDEO GAME 3. 3. TABLET purchased in past 6 months are the same: are the same for BOTH samples: BOTH Social Media (40%) and TPP (43%) spend the same amount on electronic devices each year. $101–$500 When it comes to grocery items, HIGH PERCENTAGES of both samples purchase fresh produce, and fresh fish/meat. LOW PERCENTAGES of both samples purchase tofu, flowers and gluten-free products. Respondents from both samples enjoy most of the SAME ACTIVITIES and have SIMILAR ATTITUDES and behaviors across a wide variety of topics. HIGH 65–80% SOC. MEDIA TPP Eating out 62% 62% Shopping 50% 47% Traveling 35% 34% Playing Sports 21% 18% Doing Yoga 10% 8% Volunteer often 11% 10% Donate food and clothes often 17% 16% Eat organic or locally grown 10% 8% Consider myself green 9% 8% Try to use environmentally friendly products 14% 13% Democrat 21% 21% Republican 33% 34% LOW 5–10% HOME AND CAR OWNERSHIP is also similar between the two samples with about 50% of the respondents from both samples owning a home and about 70% owning a car. 50% 70% DIFFERENCES BETWEEN THE 2 SAMPLES More TPP sample respondents (73%) take 4+ surveys/month than Social Media sample respondents (55%) More TPP sample respondents (65%) belong to 3+ panels than Social Media sample respondents (48%) Fewer TPP sample respondents (27%) get their current events info from social media than Social Media sample respondents (40%) TPP TPP TPP SOC. MED 73% 55% The survey was filled with 1,000 respondents from each sample source between December 2, 2014 and January 10, 2015. SOC. MED 65% 48% SOC. MED 27% www.lab42.com p. 312.685.1242 [email protected] 40%