Consumers Worldwide Change How They Communicate, Becoming More Fragmented, More Mobile and More Connected through Social Media

New SSI Research Reveals Global Trends toward Media Multi-Tasking and "on the Go" Communication, Raising Challenges and Opportunities for Market Researchers

SHELTON, Connecticut, May 11, 2010 - Consumers around the world are changing how they seek and share
information, according to new research that Survey Sampling International
(SSI) conducted among adults in the US, UK, France, Spain and Japan. Media
multi-tasking - such as simultaneously searching Web sites, emailing and
talking to someone - is prevalent in all countries, particularly among
younger consumers. For example, in the US, 60% of 18 - 34 year olds report
talking to someone while texting, compared to just 24% of those 35 or older.

"Younger people consider it the norm to divide their attention among
multiple media. They don't even think of it as multi-tasking but just as
their regular way of communicating," says Mark Hardy, SSI's Chief Strategy
Officer and Managing Director, North America. "At SSI, we started to see this
trend a few years ago, when focus groups with panel members revealed they
often surfed the Web or watched TV while taking surveys. Our latest research
shows this trend is growing, posing both complications and opportunities for
market researchers.

"We now have more ways to reach people - but their focus is often
splintered. Researchers will need to re-think how to succeed in this
fragmented environment. For example, they may choose to add questions about
people's surroundings or other activities into surveys."

Adding to the complexity is the fact that consumers worldwide also prefer
to be on the move - so may take surveys anywhere, from the mall to the train
to their homes. In Japan, more consumers own laptops (73%) than desktops
(54%). In the UK and Spain, laptops have caught up with desktops. Only in the
US and France do more people still own desktops.

When focusing on those under 30, however, laptops are replacing desktops
worldwide. For instance, in the US, 80% of 18 - 24 year olds own laptops
while just 67% own desktops. The gap is even larger in Japan, where 80% of
younger consumers own laptops compared to 52% who own desktops.

The rise in cell phone usage also underscores the trend toward mobility.
In every country studied, more than 70% of participants own cell phones - and
that number exceeds 80% in France, Spain and Japan. Even more telling, in all
countries but France, more people own cell phones than landline phones-and
that gap is particularly dramatic among 18 - 24 year olds.

Social Media Usage Grows, but Social Networks Are Not One Monolithic
Block

Social media are widely used in all countries. In the UK, US, France and
Spain, about half of study respondents used social media within the last
week, with younger consumers the most avid users. Japan shows a different
profile, with less social networking and more blogging. For example, 24% of
Japanese respondents have their own blogging space compared to just 4% - 7%
in other countries.

"When looking at the rise in social networks, it's important to remember
they are not one block," according to Hardy. "There are real differences in
who uses them. For example, 18 - 24 year olds use Facebook and Twitter less -
and LinkedIn significantly less - than older consumers. In contrast, they are
much heavier users of MySpace and personal blogs."

Phone Is Still the Primary Way to Connect, though Texting Is Gaining
Ground

Around the world, phone remains the primary way people stay in touch. In
Japan, however, texting is gaining ground to become as important as phone.

Even among 18 - 24 year olds, phone is the top way people connect. Among
younger consumers, however, texting and social networking make up a
significantly larger portion of the communications mix than among older
consumers. In Japan, texting actually has overtaken phone among 18 - 24 year
olds.

TV Remains the Top News Source, Except in Japan - though Internet Is
Perceived as Most Valuable

In all countries but Japan, TV is still the most used news source, with
Internet the second most popular. In Japan, Internet has captured first
place. Across all regions, though TV remains the primary source, Internet is
perceived as most valuable.

"From Internet usage to texting to laptop ownership, Japan is in front of
the curve," says Hardy. "As researchers, we need to ask ourselves if Japan
represents the new norm - and, if so, how do we prepare for this new world?
Clearly, the old paradigm of sending email invitations to surveys is not
going to sustain research into the future. We need new tools, like SSI
Dynamix(TM), our new dynamic sampling platform that links to all sources -
panels, Web sites, social media, affiliate partnerships and more - to
transform the whole Internet into the panel."

Research Highlights Available via On Demand Webinar

Highlights of SSI's new research are available through a new on demand
Webinar, Understanding and Engaging the New Consumer: Motivating Your
"Typical" Targets in an Atypical World. The Webinar can be accessed free at
www.surveysampling.com.

About Survey Sampling International

Survey Sampling International (www.surveysampling.com) is the premier
global provider of sampling solutions for survey research. SSI reaches
respondents in 72 countries via Internet, telephone and mobile/wireless.
Client services include questionnaire design consultation, programming and
hosting, and data processing. SSI serves more than 1,800 clients, including
48 of the top 50 research organizations. Founded in 1977, SSI has 17 offices
in 15 countries.

Ilene Siegalovsky, Vice President, Global Marketing of Survey Sampling International, +1-203-567-7230, ilene_siegalovsky at surveysampling.com