1. Technological Change
   1. Social Media
      1. Increasing trends and competition from Facebook
   2. Substitutes
      1. Books
      2. Magazines
      3. Newspapers
      4. Television
      5. Billboards
   3. Technology Diffusion
      1. Cloud Computing
      2. Tablets
      3. Mobile Smartphones
   4. Internet Purchases Increasing
   5. Mass Customization
      1. Number of mobile internet connections increasing
2. Regulatory Influences
   1. Government Policy Changes
      1. Anti-Trust Policies
   2. Environmental Protection
   3. Tax Policies
3. Socio Cultural Changes
   1. Environmental Concerns
      1. Trend towards electronic documentation
   2. Demographic Changes
      1. Younger users on the rise, more technologically savvy
   3. Lifestyle Changes
      1. Trend is people are always connected
      2. People seek instant answers and information
4. Economic Changes
   1. Industry Growth Rate
      1. Expected to remain flat until 2016
   2. Economic Growth Rates
      1. Low, both globally and domestically
   3. Unemployment Rates
      1. High, both globally and domestically
   4. Consumer Spending
      1. Reduced, causing advertisers to reduce spending on advertising
         1. Companies looking to utilized most cost effective advertising methods
5. Globalization
   1. Political Events
   2. Trade Restrictions
   3. Consumer Demand
   4. Competitors
      1. Yahoo!
      2. Bing
      3. Fragmented Global Industry
      4. Concentrated Domestic Industry
   5. Wage Rates