Twenty-Somethings Top Online Friends' League Table

LONDON, May 23, 2011 -

- Intersperience Survey Highlights Facebook Generation Gap

- Average 22-Year-Old Claims 1,000 or More Social Network Friends

- Over-50s have Least Online Friends

- Research Highlights New Social Trends in Digital Age

- Open Ideas Event May 26 to Debate Key Changes

The average 22-year-old in the UK boasts more than 1,000 online friends -
more than 50 times as many as people in their early 50s, according to a new
social networking study by international consumer research specialist
Intersperience.

The research highlighted a clear link between age and the number of
people social media users have registered as online friends, with evidence
emerging that currently people hit the peak of social media popularity in
their 20s.

Intersperience found that younger teenagers (those aged 13 to 16, a
fast-growing social media demographic) have an average of 450 social network
friends, with girls having slightly more online friends than boys. This
compares to people in their 30s who have on average of between 100 and 200
friends, people in their 40s who have between 50 and 100 and over-50s who
have fewer than 20

Intersperience is hosting an Open Ideas event at Altitude 360 in London
on May 26 at which Chief Executive Paul Hudson will assess the significance
of the technological changes of the last decade. He will outline how the
rapid adoption and proliferation of social networking, smartphones, netbooks
and tablets will impact on society in future.

Key topics will include 'The New Social' - examining how much of
ourselves we are really willing to share on social networks and the concept
of 'instant online intimacy'. The event will also discuss the implications of
the rise of 'M-Agers' - young people born into a 'mobile world' who will
account for 24% of the population by 2018.

Paul Hudson commented: "Our research underlines fundamental changes
taking place in British society as a result of finally entering the Digital
Age. Half the UK population are on Facebook now and the explosion in social
networking activity is blurring lines. In a social media context, a 'friend'
means something different to a 20 year old than to a 50 year old."

Hudson added: "Social networking activity is just one example of how
different groups are adapting to the Digital Age at different paces. In this
case, age is the determining factor - however in other instances it is not.
Our research shows consumers are regrouping on different lines, with a
willingness and ability to master technology emerging as a key factor in
determining how well individuals adapt to the Digital Age."

Hudson said: " We are no longer on the cusp of the Digital Age; it has
arrived. The changes in the next decade will be as profound as those of the
past 10 years and will permeate every aspect of our lives. Open Ideas will
provide an excellent opportunity for organisations to benefit from
Intersperience research into critical issues that will impact everything from
communication channels to future customer service strategy."

NOTES TO EDITORS

About Intersperience:

Intersperience is an international consumer research specialist with
expertise in consumer behaviour, experience and attitudes. The team, which is
headquartered in Cumbria, has more than 25 years experience in analysing
consumer behaviour. It employs a range of interpretative models and
frameworks including a proprietary online research platform. Intersperience
has significant global expertise and an international research hub at
Lancaster University, which conducts research in more than 60 languages as
well as associates in major global markets. Intersperience is an expert in
how technology impacts on consumer behaviour and multi-channel customer
service strategy. Clients include: The British Council; General Motors;
Iceland; Samsung; ScottishPower; and William Hill.

For more information:

www.intersperience.com

About Open Ideas Event May 26, London

Intersperience is holding a special Open Ideas seminar examining critical
changes taking place in society as the Digital Age gets underway in earnest.
It will provide unique insights into consumer behaviour and examine consumer
attitudes to issues such as grappling with technological change; the impact
of 'always-on' internet access; engaging with social media; and rising
expectations of customer service. Intersperience has conducted
ground-breaking research into these issues and the results make compulsive
reading for business leaders seeking to understand and thrive in the Digital
Age. Connectivity, integration and interaction are the watchwords for the
Digital Age.

Open Ideas takes place 0900 to 1400 on May 26 at Altitude 360; Millbank
Tower, 21-24 Millbank, London, SW1P 4QP.

To learn more about the event view a Vlog by Intersperience CEO Paul
Hudson www.intersperience.com/blog/author/paul-hudson

or for general information click this link
www.intersperience.com/open-ideas

Media Contact: Valerie Darroch, tel +44(0)7970-737708, Email, valdarroch at googlemail.com; Tel: +44(0)15395-65450; There are a limited number of media passes available for the event - to request a media pass please contact Alison Little at Intersperience: E: alison.little at intersperience.com, Tel: +44(0)15395-64450