Meta & Children's Online SafetyTeens EOY 2016: Board Presentation
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Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 1 of 20 AMENDED Exhibit 298 PLAINTIFFS' OMNIBUS OPPOSITION TO DEFENDANTS' MOTIONS FOR SUMMARY JUDGMENT Case No.: 4:22-md-03047-YGR MDL No. 3047 In Re: Social Media Adolescent Addiction/Personal Injury Products Liability Litigation Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 2 of 20 Document Provided in Native Format HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-014-00069917 Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 3 of 20 Teens EOY 2016 Board Presentation Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 4 of 20 HEALTH WARNING: Teen age data is unreliable outside of FB-US. We are heavily investing to fix this by Jan 2017. Currently for teens, highly granular data, trends, age-year cohorts, Onavo, and IG + WA data are all suspect. We believe the following charts are sufficiently correct to draw high-level insights. Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 5 of 20 We estimate that FBF apps have 32% of global youth smartphone time spent, strongest in developing markets and weakest for iOS in the United States 3 United States Western Europe RoW Smartphone Daily Hours Facebook Inc. Share 23M Android 60M IOS 83M Total 25% Android 13% iOS 16% Total 36M Android 40M IOS 76M Total 29% Android 28% iOS 29% Total 371M Android 59 M IOS 430M Total 35% Android 36% iOS 35% Total Note: Youth: <=18. Estimates are approximate based on a combination of Onavo and internal data. Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 6 of 20 Facebook's 32% share is about three-quarters of all smartphone time spent on social Use Case Smartphone Time Spent Share Social: Broad Sharing 22% Social: Small Group Sharing 19% Entertainment: Video 22% YouTube Only 16% Entertainment: Gaming 13% Other 23% Total (Daily Hours) 100% Total (Daily Hours) 589M 4 Notes: (1) Teen: <=18. (2) Smartphone inclusive of iOS and Android. (3) Data from Onavo - absolute numbers may not match internal analytics. (3) Broad sharing = feed apps like Facebook and Instagram. Small group sharing = messaging and story apps like WA and SC. Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 7 of 20 Each teen's #1 social app occupies the majority of their social time spent, but two or more social apps usually have broad reach within a given teen market Share of Total Daily Time Spent on Social Apps, US Android Teens 100% 90% 80% 36 min / day 70% 62% 60% 50% 40% 30% 20% 10% 0% 1 13 min / day 22% 2 9% 4% 3 Ordinal most-used social app per user Notes: (1) Data from Onavo – absolute numbers may not match internal analytics. 9 min / day 2% 4 5 • Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 8 of 20 Facebook's teen saturation, defined as 70%+ 30-day teen reach, now excludes the United States, Canada, and some European countries. LatAm, MENA, and SE Asia are particularly strong Add key for darker areas 6 Canada United States Mexica Argentina Brazil Greenland Spain Belarus Algena Libya Egypt Saudi Arabia Sudan Yemen Congo (Kinshasa) Iran Russia Kazakhstan Mongolia India China Japan Australia Newland • Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 9 of 20 WhatsApp's teen saturation is high in Latam, South Asia, and parts of Europe Add key for darker areas Canada United States Brazil peru Argen Greenland 7 Whatsapp 70%+ 30-day reach among teens France Norway Sweden Belarus Poland Russia Ukraine Kazakhstan Mongolia Iraq tra Algeria Libya Egypt Aradıla Sadar Yemen Congo (Kinshasa) India China Japan Australia New Zealand • Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 10 of 20 Instagram is the strongest family app for US teen reach, and also reaches most of Europe Add key for darker areas Cang United States Mexico Brazil Peru Argentina Greenland 8 Instagram 70%+ 30-day reach among teens France Belarus Poland Turkey Iraq Iran Algeria Libya Egypt Saudi Arabia Sudan Yemen Congo (Kinshasa) South Africa Russia Kazakhstan Mongolia Pakistan India China Japan Australia Newland Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 11 of 20 Snapchat has reached saturation among teens in the US, Canada, Australia, New Zealand, and parts of Western Europe Can United States Mexico Peru Argentina Brazil Greenland 9 Snapchat 70%+ 30-day reach among teens niand Belarus Poland Germany Italy 0 Spain Russia Ukraine Kazakhstan Mongolia Turkey Iraq Iran Algeria Libya Egypt Saudi Arabia Sudan Yemen Congo (Kinshasa) South ☐ Africa Pakistan- India China Japan Australia New land Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 12 of 20 Country summaries hides complex patterns, including 25% of U.S. teens being dedicated users of Facebook, usually in areas distinct from Instagram's strength US Facebook, Instagram, and Messenger teen usage 10 FB-Only Saturated FB+IG Saturated ia Sonora FB+Msg Saturated Chihuahua IG-Only Saturated Coahuila Non-Saturated Baja California Sur Nuevo Leoh Sinaloa Durango New Jersey Delaware Maryland District of Columbia Bruit New Hampsh Massachuse Rhode Island • Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 13 of 20 Globally, under-13s are deeply under-served for social sharing • Facebook formally serves 13+ users worldwide • Global population skew young: There are XXB 5-12 year olds and YYM 13-18 year olds globally • Tablet and smartphone usage are exploding in developed markets for kids as young as age 5 Regulations like US COPPA have restricted growth of kid-kid or kid-parent social networks Tablet ownership by age of child: 2010, 2011, 2012, 2013, 2014, and 2015 Figure 12: Smartphone ownership, by age of child: 2015 100% 80% ↑ 43 43 45 60% 34 29 23 18 15 11 13 7 3 2 4 4 1 2010 2012 2013 2014 2015 Aged 3-4 2010 2012 2013 2014 2015 Aged 5-7 2010 2012 2013 2014 2015 Aged 8-11 26 2010 2012 2013 2014 2015 Aged 12-15 40% 20% Smartphone dominance over non-smartphones 0% Age 3 Age 4 Age 5 Age 6 Age 7 Age 8 Age 9 Age 10 Age 11 Age 12 Age 13 Age 14 Age 15 Any mobile Smartphone Non- smartphone Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 14 of 20 Our Approach to Teens Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 15 of 20 Our key hypotheses 1: Building Lightweight Visual Sharing with camera + stories + direct on FB and Instagram can re- establish core social use cases for smartphone-centric teens. 2: Geographic strength of FBF apps is not accidental, but reflects underlying market fit. Initially we should double down on the apps + locale combinations that are strongest. 3: Adults are Toxic Unless we allow teens to share separately from adults, the rest of world will inevitably follow the decline of teen engagement in the US and EU. We should invest in better audience, tools, graph segmentation for new teen users, and teen-centric growth, friending, and ranking. Counter: RoW Adults are OK Fundamental differences between nuclear family structure and extended family structure make RoW teens okay with adult-inclusive sharing, and RoW will not inevitably follow US and EU. We recognize but are explicitly not testing this possibility. 4: Teens share about real life and social entertainment, and better enabling sharing about social entertainment topics like sports, stars, songs, and shows can help win back and grow teen social activity 5: 5-10 year olds are our best initial U13 segment, allowing us to building on FB parent strength to grow a portable graph for young kids who will become future teens. 11-13yo "tweens” can fast follow in 2018, perhaps on IG. Our big 2017 bets Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 16 of 20 Instagram Real Life Social: United States Facebook Real Life Social: RoW Under 13s Facebook Social Entertainment "Win back US teen "besties" social use cases." "Where FB is working, segment audience and graph to allow teen social sharing to coexist with adults.” "Deliver social value to enormous untapped market of kids and parents." "Give teens more to discuss with their real world friends by better supporting social entertainment content on FB" Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 17 of 20 What Winning Teens Looks Like Our Three Year Goal (ΕΟΥ 2019) • A Facebook family app is the #1 social app for every teen worldwide, with >60% social TS share Our One Year Goal (ΕΟΥ 2017) • We have increased FB family teen time spent by X% • We have launched new experiences to under-13 users to serve the next generation of teens Our H1 2017 Top-Line Goals • X% increase in teens time spent in the [United States] via Instagram • X% increase in teens time spent in Row and Europe via Facebook Appendix Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 18 of 20 Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 19 of 20 Getting rid of that health warning: How we're fixing teen data Rebuild the current age model to work across FBF apps at birth-year precision • Many teens give incorrect ages • Incorporate additional data from FBF and external sources Create a reference + playbook for product teams • Deltoid, Dashboards Establish a "State of the Union" for both FBF apps and external market usage • • • Internal analytics Onavo Platform App Data Progress • Work kicked off in September • Target completion January • Notable success – text parsing 'Happy nth Birthday' posts yielded 90M+ age confirmations 17 Case 4:22-md-03047-YGR Document 2889-64 Filed 03/27/26 Page 20 of 20 For U13 kids, we should build Facebook One identity, messenger, and platform Problem Statement: Under 13s are a growing segment of smartphone and tablet users who are currently un-served by any social product. Solution: • • Identity and platform login to power many partner games and apps A new Facebook app • Visual & text messaging with parents and friends • Feed of video and entertainment content • • Parents use FB Blue and/or Messenger to message, share video, and mana COPPA-compliant, launching in the US ~August Rationale: Question: How product-y is the board discussion? This is the level of detail on our current WIP draft "what we're doing" slides for H1-H2 decks. It's pretty vague what we're doing without these, but having four of them seems too much. • Market need is growing • Lack of clear winner • Our strength with parents is valuable • Initial focus on age bands 5-10 who are highly aligned with parents; tweens tbd • Platform login can accelerate adoption by making existing kid apps social and better • May give us advantage to retain kids as they become teens Goal: Grow MAP, DAP, and time spent among U13 kids 18