Instagram Safety Narrative: US, UK, FR, DE, JP

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Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 1 of 39 Exhibit 85 Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 2 of 39 INSTAGRAM SAFETY NARRATIVE: US, UK, FR, DE, JP Marketing Insights March 2019 Wendy Gross, Marketing Insights Product Marketing Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 3 of 39 EXECUTIVE SUMMARY • Safety is less of a personal concern than anticipated. When users worry about safety on Instagram, they are concerned for other people and not themselves. • Across most markets, the same safety issues rose to the top: bullying and harassment, account hacking, and SSI content. • Bullying/harassment and SSI are worrisome on a societal level, not a personal one. Users see these two issues as closely linked to each other and to social comparison. • On a personal level, users worry about control over their experience: • Hacking, which they define as the loss of control over their private information, typically by someone they know • Unwanted contact, particularly within Direct 2 Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 4 of 39 EXECUTIVE SUMMARY - CONT. • Awareness of safety issues is uniformly lower in Japan than the other markets. • The source of awareness of safety issues differs by age group. • Teens are likely to have seen them or to hear about them from friends. • Adults are likely to have heard about safety issues from the media. 3 Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 5 of 39 EXECUTIVE SUMMARY - CONT. • Users are not hungry to hear about safety from Instagram until they are affected by a specific issue. When users do want to hear more, they want to know more about the app's safety tools and reporting. Data about safety issues directly from Instagram is less convincing. • Of the territories tested, the most resonant were those that indicated Instagram's constant and proactive effort to maintain high standards and keep people safe on the app. • 'I feel comfortable sharing on Instagram' and 'I feel safe on Instagram' were seen as the bar for entry to use Instagram. 4 BACKGROUND & OBJECTIVES Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 7 of 39 BACKGROUND & OBJECTIVES We conducted market research to... • understand which integrity and safety issues are top-of mind for consumers and what they think Instagram should be addressing and proactively communicating about IN ORDER TO • Inform outreach and product teams on upcoming comms moments and marketing initiatives 6 Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 8 of 39 METHODOLOGY Focus groups We spoke to 48 people age 16 and up in the US We held 4 90-minute workshops in Phoenix, AZ, and New York City, NY. In each market: • 2 groups were with teen (age 16-18) Instagram users • 1 group with parents of teens (age 11-18) • 1 group with adults approximating Facebook's Policy Informed Constituent definition How did we select participants? Participants were recruited through a regionally representative third party panel Online Survey We surveyed 8,397 Instagram users age 13-45 in the US, UK, FR, and JP Respondents were randomly selected among Instagram users Total Teens Non-teens 2,044 774 1,270 2,542 1,213 1,329 517 167 350 1,385 645 740 1,909 941 968 Complete respondent qualifications are available in the appendix. Data are weighted to gender, user group (DAP, WAP, MAP), and last user interface (iOS, Android, other) within each country, age group, and survey platform. The survey was fielded both off platform and in-app in order to conduct methodological research comparing the two survey modes, using external data to triangulate any differences in results. Additional research will compare the data collected from each platform. 7 SAFETY ISSUES ON INSTAGRAM Understanding top safety issues for Instagram to address Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 10 of 39 INSTAGRAM USERS WORRY ABOUT THE SAFETY OF OTHER USER MORE THAN THEY WORRY ABOUT THEIR OWN • Almost all the users we talked to had heard about bullying, suicide, and self-injury. However, few had recent experience with any of these issues so weren't that worried about encountering them. • Rather, they worried about younger or more vulnerable Instagram users, especially as it relates to bullying. I haven't had an event that made me question my safety. I'm not as worried for myself because I'm leery of everyone, but I worry about other people Our parents are much more concerned than we are about safety. It's [bullying] worse for kids, who are more likely to respond 9 Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 11 of 39 OVERALL, ACCOUNTS BEING HACKED, BULLYING OR HARASSMENT, AND SSI CONTENT ARE TOP INTEGRITY ISSUES ACROSS MARKETS Accounts being hacked Bullying or harassment Content about self-harm or suicide Unwanted contact from strangers* Hate speech Threats of violence Violent content False information presented as news Nudity or sexual content Drug sales or promotions Top Integrity issues Teens Adults Teens Adults Teens Adults Teens Adults Teens Adults Index <95 Index 95-104 Index 105+ Q. Which of the following have you heard of happening on Instagram?/How does hearing about each of the following change your perception of Instagram?/How important is it for you to hear what Instagram is doing for each of the following on its app?/How much is Instagram doing to make sure each of the following stays off the app? *Unwanted contact from strangers asked as "Inappropriate messages or comments between adults and teens" for adults Index calculated as the sum of proportion who have heard of the issue, much/somewhat worse perception of IG, extremely/very important to hear about, IG isn't doing enough/anything for each dimension divided by the average for that dimension. Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 12 of 39 MANY KEY ISSUES TAKE DIFFERENT FORMS THAN EXPECTED Key issue Top learning Details Accounts being hacked Bullying or harassment Content about self-harm or suicide Unwanted contact from strangers The term "hacking" means the release of information the user intended to be private Users worry about bullying for others, but not for themsleves SSI is only one of a plethora of concerns around mental health The overwhelming form of unwanted contact is spam in DM • Being hacked by a stranger would be more annoying than painful. The key stressor is rebuilding a reputation. • More concerning is people they know (parents, BFFs, exes) accessing their account and releasing personal information. • Bullying represents broad behavior spectrum, and the most frequent forms are less extreme. Teens avoid using the terms "bully" and "bullying" to describe their experiences. • Maturity, confidence and desire to protect reputation for future decrease more nefarious forms of bullying by high school • While suicide and self-harm are the most extreme mental health concerns, we also heard about eating disorders and body dysmorphia. • Users saw clear causal links among mental health, bullying, and perfectionism. • The largest form of unwanted contact on Instagram comes through Direct. Specifically, users are most bothered by bots (including porn bots), spam, and phishing. • Predators (sexual and financial) are uncommon and are a concern for vulnerable populations only 11 Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 13 of 39 "ACCOUNT HACKING" FITS INTO LARGER CONCERNS ABOUT USERS' CONTROL OVER THEIR INFORMATION • The key safety issue for the users we talked to was being able to control the release of their information. This included: • Hacking • Permanence of content • Screenshotting • Location sharing HACKING If someone gets your password, you're pretty much screwed. They can edit and post whatever on your account. “ PERMANENCE Once you post something, it's out there forever. It eliminates privacy; it could be used against you at any time. SCREENSHOTTING Screenshotting has become normalized so people frequently share images without others' knowledge. Screenshotting is power. LOCATION DATA I never post when on vacation, I wait until I am home. I'm free to have terrible judgment, but location tracking makes me feel like I'm not the decision maker 12 Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 14 of 39 AT THE SAME TIME, USERS WANT CONTROL OVER WHO CAN CONTACT THEM PREDATORS I always hear about creepy people taking kids (where?), well, mostly on Dateline and SVU! Kids are susceptible and aren't taught about safety. I don't think they're getting a lot, but kids aren't experienced enough to know these aren't light hearted issues UNWANTED CONTACT - DMS So many types, from porn sites to viruses, fishing, creeps and spam. They're annoying and put me in a bad mood. They're like flies, they come in and then go away completely...but when they return, it is even worse. • The users we talked to wanted to be able to control who could contact them. • Current safety tools, particularly private accounts and blocking, reduce the amount of unwanted contact but still leave users feeling like "opening a DM from [an unknown account] is a really risky game" • Examples include: • Unsolicited sexual images and messages (from both individuals and bots) • Spam • Phishing expeditions 13 Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 15 of 39 PEOPLE WE TALKED TO CLEARLY LINKED BULLYING, MENTAL HEALTH ISSUES, AND SOCIAL COMPARISON MENTAL HEALTH There is an unhealthy toxicity when connecting people who are struggling emotionally because they see other sad posts and this can lead to a downward mood spiral. Paid promos such as the ones for laxatives can be problematic. BULLYING Face-to-face is better, and so easy to block someone bye-bye! Bullying is not cool; hating is not cute @ is the highest form of disrespect SOCIAL COMPARISON People make innocent things a competition. This hurts, messes me up. Perfectionism can easily spiral and this can lead to depression and mental illness. I don't want to show them the real things. But if I don't, they say I'm fake Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 16 of 39 OTHER SAFETY ISSUES WERE PRESENT BUT LESS CONCERNING OVERALL • Inauthentic accounts and contact • Fake accounts • Spam • Bots, especially in DMs • Nudity • Hacked porn accounts • Revenge porn • Porn bots • Violence INAUTHENTIC ACCOUNTS AND CONTACT I get DMs from marketing bots, especially to porn sites Bots and scams have gotten worse, but it doesn't change the way I use Instagram It's not safety, but it's really annoying NUDITY I can't stop my kids from looking at it I worry my kid will send nude photos, and it would get out their control VIOLENCE [I worry about] uncensored images getting through filters 15 Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 17 of 39 SAFETY ISSUES ON INSTAGRAM Takeaway 1 Users are generally more concerned with the others' safety on social media than they are their own safety. The same key issues rise to the top in terms of safety on Instagram -- bullying, mental health, and hacking. Takeaway 2 For many users, safety on Instagram revolves around control over their information and their experience. Having their account "hacked" is a subset of this loss of control. Takeaway 3 Users see clear links among bullying, mental health concerns (including SSI), and social comparison. Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 18 of 39 SOURCES OF INFORMATION Understanding where information about safety issues comes from Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 19 of 39 FRIENDS AND PERSONAL EXPERIENCE ARE THE PRIMARY WAYS TEENS HEAR ABOUT SAFETY ISSUES ON INSTAGRAM Where Teens Say They've Heard about Safety Issues on Instagram (Top Selected) n's vary Bullying or harassment I've seen it happen Friends It's happened to me Media Media Content about self-harm or suicide I've seen it happen Media Other Media Media Unwanted contact* Friends Friends Friends It's happened to me Friends Accounts being hacked Friends Friends Friends Friends Friends Hate speech I've seen it happen Media Media Nudity/sexual content Violent content I've seen it happen Media I've seen it happen Media Threats of violence I've seen it happen I've seen it happen Media I've seen it happen Media Drug sales or promotions False information presented as news Media I've seen it happen Media Media Q. Where did you hear about each of the following happening on Instagram? (select all that apply) Data not shown if sample size is less than 50 Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 20 of 39 ADULTS ARE MOST LIKELY TO HEAR ABOUT SAFETY ISSUES FROM MEDIA OUTLETS Where Adults Say They've Heard about Safety Issues on Instagram (Top Selected) n's vary Bullying or harassment I've seen it happen Media Media Media Media Content about self-harm or suicide Media Media Media Media Media IIC* Media Media Media Media Media Accounts being hacked Friends Friends Friends Friends Media Hate speech Media I've seen it happen Media Media Media Nudity/sexual content I've seen it happen I've seen it happen IG Help Center I've seen it happen Media Violent content I've seen it happen Media Media Threats of violence Media Media Media Drug sales or promotions Friends False information presented as news Media I've seen it happen Media Media Media Q. Where did you hear about each of the following happening on Instagram? (select all that apply) * IIC is short for "Inappropriate messages or comments between adults and teens" Data not shown if sample size is less than 50 Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 21 of 39 SAFETY MESSAGING Understanding fit and appeal of potential territories Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 22 of 39 WE DEVELOPED FOUR POSITIONING TERRITORIES AND ASSESSED THE STRENGTH OF EACH, BOTH QUANTITATIVELY AND QUALITATIVELY I feel comfortable sharing on Instagram. Included for testing as the current LO for the supportive pillar of Instagram. Instagram is working to reduce bad experiences on the app. Included for testing as a consumer-friendly version of the current safety L2. I feel safe on Instagram. Included for testing as an alternate to L2: Instagram is working to reduce Instagram is working to keep me safe on the app. Included for testing as an alternative to "I feel safe on Instagram" that includes the sentiment of a work in progress (e.g., Teen Bullying Deep Dive 2019) Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 23 of 39 'I FEEL COMFORTABLE SHARING' IS THE MOST BELIEVABLE AND REALISTIC AND FITS BEST WITH THE INSTAGRAM BRAND 'Working to reduce bad experiences' is the most preferred territory Most Preferred (Select One) Believability (T2B) Realism (T2B) Fit with Instagram (T2B) Global Performance Scorecard Instagram is working to keep me safe on the app Instagram is working to reduce bad experiences in the app I feel comfortable sharing on I feel safe on Instagram Instagram Global Index Global Index <95 95-104 Global Index 105+ Global index is calculated as the weighted mean of the territory / weighted mean of all territories. Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 24 of 39 INFORMATION ABOUT REPORTING AND SAFETY TOOLS ARE THE BEST WAYS TO SHOW COMMITMENT TO SAFETY IN THE US... Ways to show commitment to safety territories (% Selected) Teens Adults Working to keep me safe on the app (a) Working to reduce bad experiences on the app (b) Feel Feel safe on comfortable sharing (c) Instagram (d) Working to keep me safe on the app (a) Working to reduce bad experiences on the app (b) Feel Feel safe on comfortable sharing (c) Instagram (d) n = 139 168 176 160 281 202 272 258 Hearing more about how reporting 61% 56% 41% 42% 60% 53% 52% 59% works on Instagram Hearing more about Instagram's safety tools 56% 46% 37% 44% 59% 54% 57% 60% Hearing validation from someone I trust 48% 48% 55% 40% 27% 37% 32% 46% Hear about data from Instagram 44% 57% 40% 43% 49% 61% d 41% 37% Hearing more about Instagram's community guidelines 38% 37% 36% 36% 48% 25% 30% 32% Q. What actions would show commitment to the following statement? (select all that apply) Letters denote statistical significance using pair-wise comparisons with a Bonferroni correction. ...AND THE UK... Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 25 of 39 Ways to show commitment to safety territories (% Selected) Teens Working to keep me safe on the app (a) Working to reduce bad experiences on the app (b) Feel comfortable sharing (c) Feel safe on Instagram (d) Working to keep me safe on the app (a) Adults Working to reduce bad experiences on the app (b) Feel Feel safe on comfortable sharing (c) Instagram (d) n = 268 301 279 261 245 258 249 238 Hearing more about how reporting 58% 48% 51% 51% 63% C 55% 48% 61% works on Instagram Hearing more about Instagram's 54% 55% 49% 54% 67% 60% 58% 63% safety tools Hearing validation from someone I trust 47% 40% 53% 54% 39% 44% 36% 35% Hearing more about Instagram's 43% 32% 31% 33% 37% 33% 33% 41% community guidelines Hear about data from Instagram 41% 41% 41% 37% 42% 45% 37% 42% Q. What actions would show commitment to the following statement? (select all that apply) Letters denote statistical significance using pair-wise comparisons with a Bonferroni correction. Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 26 of 39 ...AND GERMANY... Ways to show commitment to safety territories (% Selected) Working to keep me safe on the app (a) Working to reduce bad experiences on the app (b) Teens Feel comfortable sharing (c) Feel safe on Instagram (d) Working to keep me safe on the app (a) Adults Working to reduce bad experiences on the app (b) Feel comfortable sharing (c) Feel safe on Instagram (d) n = 37 34 33 42 79 66 69 56 Hearing more about how reporting 52% 68% 70% 79% 73% 74% 71% 73% works on Instagram Hearing more about Instagram's safety tools 55% 71% 61% 54% 55% 66% 65% 49% Hearing validation from someone 51% 49% 44% 38% 26% 28% 46% 32% I trust Hear about data from Instagram 26% 41% 42% 53% 47% 43% 51% 40% Hearing more about Instagram's community guidelines 22% 60% 53% 45% 25% 28% 38% 35% Q. What actions would show commitment to the following statement? (select all that apply) Letters denote statistical significance using pair-wise comparisons with a Bonferroni correction. Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 27 of 39 ...AND FRANCE... Ways to show commitment to safety territories (% Selected) Working to keep me safe on the app (a) Teens Working to reduce bad experiences on the app (b) Feel Adults comfortable sharing (c) Feel safe on Instagram (d) Working to keep me safe on the app (a) Working to reduce bad experiences on the app (b) Feel Feel safe on comfortable sharing (c) Instagram (d) n = 139 139 105 143 152 159 133 158 Hearing more about Instagram's safety tools 71% 76% 68% 64% 71% 65% 63% 64% Hearing more about how reporting 59% 75% 56% 67% 52% 60% 63% 55% works on Instagram Hear about data from Instagram 49% 45% 52% 37% 48% 47% 43% 37% Hearing validation from someone I trust 43% 38% 44% 44% 27% 35% 38% 28% Hearing more about Instagram's 42% 51% 38% 35% 34% 47% 43% 37% community guidelines Q. What actions would show commitment to the following statement? (select all that apply) Letters denote statistical significance using pair-wise comparisons with a Bonferroni correction. AND JAPAN ... Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 28 of 39 Ways to show commitment to safety territories (% Selected) Teens Adults Working to keep me safe on the app (a) Working to reduce bad experiences on the app (b) Feel comfortable sharing (c) Feel safe on Instagram (d) Working to keep me safe on the app (a) Working to reduce bad experiences on the app (b) Feel Feel safe on comfortable sharing (c) Instagram (d) n = 202 175 182 201 175 145 143 152 Hearing more about Instagram's safety tools 62% 61% 62% 59% 67% 50% 45% 51% Hearing more about how reporting 41% C 32% 25% 33% 53% 38% 44% 33% works on Instagram Hear about data from Instagram 38% 27% 29% 40% 27% 30% 27% 34% Hearing validation from someone I trust 33% 23% 38% 36% 29% 31% 37% 35% Hearing more about Instagram's 27% 27% 25% 28% 26% 20% 37% 29% community guidelines Q. What actions would show commitment to the following statement? (select all that apply) Letters denote statistical significance using pair-wise comparisons with a Bonferroni correction. Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 29 of 39 TERRITORIES: WORDS AND PHASES THAT RESONATE IN RELATION TO SAFETY MOST RESONATE PROACTIVELY WORKING “Preemptive, active, adaptive” HIGH STANDARDS “Instagram is giving their word" “Reputable yet realistic” PEOPLE “Instagram is taking care of everybody, not just me, and that's important to me” EVERYDAY “Feels like they constantly have people that are on top of our safety, continuous” SAFE Positive, clear, important MIXED BAD EXPERIENCES “Broader, so would include BOTS and DM scam” "Too vague. Would be a complex and difficult task" “Highlights the negative” PROTECT “Includes blocking content, but feels 'big brother” “I can take care of myself” REDUCING “Trying, but not necessarily succeeding” LEAST RESONATE I FEEL COMFORTABLE ON INSTAGRAM “Yes, true, duh" I FEEL SAFE ON INSTAGRAM “I feel safe now, so they don't need to be working that hard on it” These don't work because they're assumed to be true 28 Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 30 of 39 FEEDBACK ON THE SAFETY NARRATIVE WAS GENERALLY POSITIVE Harmful content can appear from nowhere. That's why, together with experts we've built community guidelines that determines what is and isn't allowed on Instagram. We also use machine learning to identify and take action on harmful content before it takes over your feed, and have people working 24/7 to go through the things you guys report. Some bad stuff may get through, but we're always working to better prevent it. WHAT IT MEANS They're trying to get their tech geeks and bots to be smarter about content and content viewing • To teens, the narrative suggested that they are in control of their own interactions on Instagram. • Framed as a friendly conversation, communicates that Instagram is working hard for the entire community. • Some felt that the narrative was a censorship warning, which was good for some (parents) and bad for others (teen boys). • Some felt this communicated the bare minimum for safety on Instagram. 29 Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 31 of 39 SAFETY INFORMATION NEEDS TO REACH THE RIG PEOPLE AT THE RIGHT TIME Parents are the key target for safety information • Parents had the most safety concerns about Instagram, particularly in relation to the safety of their kids. • Parents don't talk to their kids about safety concerns before they arise; they wait until issues arise before addressing them. • Some parents are joining Instagram to monitor their kids. How to reach them • The safety narrative is positive but not revolutionary. • Parents seek out information about safety when they need it. An internet search is the first resource. • Safety information from traditional media outlets doesn't stay with parents. • TV series, such as Law and Order: SVU or Dr. Phil fuel concerns about safety. What they already know • Most of the parents we talked to are unaware of the Instagram Parents' Guide. • However, they are beginning to use Instagram and are aware of safety tools on the app. • Private accounts • Reporting • Turn off comments 30 Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 32 of 39 SAFETY MESSAGING Takeaway 1 Words that resonate the most with users expand the idea of community, high standards, and proactivity. Takeaway 2 Users hear about safety issues on both traditional media outlets (newspapers, magazines) but also on talk shows (Dr. Phil) and TV dramas (Law and Order: SVU). Takeaway 3 Parents are the most keen audience for information about safety on Instagram. The information they hear in the media doesn't stay with them, and they seek out information via web searches when an issue arises. Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 33 of 39 OPPORTUNITIES AROUND SAFETY Safety information needs to reach people when they need it, and internet search engines are Opportunity 1 the current helpline. There is an opportunity to optimize search engine so that users reach Instagram resources when they search for them. Spam and bots in DMs are a growing concern among the users we talked to. There is an Opportunity 2 opportunity to help users reduce this unwanted contact, which will help them feel more in control and safer on Instagram. Opportunity 3 Mental health, bullying, and social comparison are linked to one another. There is an opportunity to integrate the three for a larger impact. Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 34 of 39 APPENDIX - DEMOGRAPHICS Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 35 of 39 SELF-REPORTED GENDER Teens (a) 100% 75% 50% 070 370 5% 8% Adults (b) 370 970 4% 7% 7% 54% 56% 60% 59% 56% 65%b 62% 57% 57% 63% 25% 43% 41%a 38% 39% 41% 33% 33% 36% 36%a 29% Q. What is your gender? Letters denote statistical significance using pair-wise comparisons. Data weighted to database gender. Prefer not to disclose Female Male AGE Teens (a) 100% 75% 50% 25% Q. How old are you? Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 36 of 39 55% 69% 66% 80% 83% Adults (b) 41% 28% 16% 17% 23% 39% 36% 26% 33% 32% 57% 51% 45% 45% 32% 34% 34% 35-45 20% 23% 25-34 17% 19-24 16-18 13-15 Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 37 of 39 PARENTAL STATUS (AMONG ADULTS) 0-7 years old 23% 19% 14% 16% 17% 8-10 years old 12% 7% 4% 5% 5% 11-12 years old 5% 6% 3% 3% 2% 13-15 years old 7% 6% 1% 3% 3% 16-17 years old 5% 3% 3% 3% 2% None of the above 62% 73% 80% 79% 76% Q. Do you have any children or grandchildren that are the following ages? (select all that apply) Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 38 of 39 FOCUS GROUP QUALIFICATIONS Teens Parents Age • 16-18 • 31-55 • 25-45 Informed adults Additional • Has owned their own iPhone or Android for at least 6 months qualifications • Uses Instagram monthly Sensitive Industry Previous research • Parent of at least one child age 11-18 • For parents of teens age 13-18, teen uses Instagram monthly • Graduate of 4-year college • Annual household income above thresholds ($50K in Phoenix, $75K in New York) • Reads at least two different news publications at least monthly No household member works in sensitive industry (advertising, public relations, market research, marketing, technology, media/journalism, government/politics) Has not participated in research study about media or technology in past year 37 Case 4:22-md-03047-YGR Document 3011-38 Filed 05/02/26 Page 39 of 39