Online Profile & Reputation
Perceptions Study
Background

This report summarizes data privacy research to understand perceptions about
the creation and consequences of ...
Questionnaire Overview

Screener
•Age
•Gender
•Critical employment
•Hours per week using the Internet
•Devices used to acc...
Definition of Key Terms Used

Online Profile:
An online profile is created by one’s interactions in the online world inclu...
Executive Summary

5
Executive Summary

6
Executive Summary

7
Executive Summary

The majority of online posts have a perceived neutral influence on online
reputations

8
Executive Summary

Children and parents need more and better help to manage their online
reputations
Less than half (43%) ...
Perceptions Are Evolving About What Contributes
Most to Online Profiles
1
2
3
Top 3 Activities that Contribute to Online P...
Greater Participation = Greater Contributions to
Profile

Activities (personal use) - adults

Top 3 Contributors vs. Parti...
Consumers May Underestimate Their Activities’
Contribute to Their Profiles

Adults

Children

Participate in
activity

Sen...
Children & Parents Need More and Better Help
from Their Parents
1
2
3

1

Children - Q5a. How much do
your parents help yo...
Less Help from Parents Means…
1
2
3
1 Actively Thinking About the Impact of

2

Your Online Activities
(Always/Often %)

7...
7 in 10 Feel in Control of Their Online Reputation
1
2
Q5. How much control do you think you have over your
online reputat...
The Relationship Between Control & Concern Is
Complex

Concern vs. Control

I have complete control (%)

35%
30%
25%

I am...
Likelihood of Managing One’s Online Profile Decreases
As Feelings of Control Increase
1
2

Steps Taken to Manage Online Pr...
Feeling in Control Doesn’t Reduce Chances of Posting
Content that Hurts Others

Control vs. Causing Harm
Something I poste...
9 in 10 Have Taken Steps to Manage Their Profile
At Least Once
1
2
3

Steps Taken to Manage Your Online Profile
63%
61%

S...
Only 44% Think Actively About the Consequences
of Their Online Activities
1
2
Thinking About the Impact of Your Online Act...
Think Actively and You’re More Likely to Take Steps
to Manage Your Online Profile

Steps Taken to Manage Your Online Profi...
Consumers Are Mindful About Not Posting Hurtful
Information
1
2
Q8. Have you ever posted information online that
has harme...
Adults Are More Careful Than Children About
Keeping Information Private
1
2

Q10. Have you ever shared something publicly
...
Less Than One in Five Purposely Posts Information
that Could Potential Hurt Someone
1

Q12. Have you ever posted something...
Positive Influences Outweigh Negative Influences by a
Wide Margin

Adults

- Q7b.Now we would like to know how much you fe...
Positive Influences Outweigh Negative Influences by a
Wide Margin

Children - Q7b.Now we would like to know how much you f...
Tradeoffs Vary by Activity Between Contributions to
Online Profiles and Positive Influences
Send & receive email is percei...
Most Influences from a Person’s Posts on Their
Reputation Are Neutral
1

2
Q13a. Have you ever posted something
online tha...
Most Influences From My Posts On Family &
Friends Are Neutral
1

2
Q14a. Have you ever posted something
online that has in...
Most Influences from Posts by Family & Friends on
One’s Reputation Are Neutral
1

2
Q15a. Has a friend or family member ev...
One’s Online Activities Have a Neutral Impact on
Family & Friends
1
2

Q16a. Have your friends and family or
other people ...
Negative Impacts from One’s Online Activities

Q16c. Please tell us what negative impact your online activity had on [frie...
Online Activities of Others Typically Have a Neutral
Impact
1
2

Q17a. Have you ever been impacted by
friends and family o...
Negative Impacts from Others’ Online Activities

Q17c. Please tell us what negative impact did the online activities of [f...
Appendix

35
Country Detail Tables
US, Canada, Germany, Spain, Ireland
• Adults

36
Summary of Selected Metrics – Adults

Country Rank
Metric

Canada

Germany

Ireland

Spain

US

Top 3 contributor to onlin...
Email is the Biggest Contributor to Online Profiles
Q1. Of the online activities that you
participate in, which three do y...
Spain Has the Highest Level of Concern; US the
Least

Q3a. How concerned are you about your online
reputation?
Base
I am v...
On Average 44% Think Actively About the
Consequences of Their Online Activities

Q4: How Actively Do You Think About…
(Alw...
Spain and Germany Claim the Highest Amount of
Control

Q5. How much control do you think you have
over your online reputat...
A Combination of Steps are Used to Manage Online
Reputations

Q6. Which of the following steps have you ever taken to mana...
Online Activities: Personal and Work Usage
Q7a. Please select all of the activities you
do for personal use
Base
Send and ...
Germany Reports the Highest Incidence of Harm

MARKET - Adults

Q8. Have you ever posted information online that has
harme...
Germany & Spain Have the Most Trouble Keeping
Information Private

Q10. Have you ever shared something publicly that
you i...
Potential Abuse Is Low

Q12. Have you ever posted something online that
you knew had the potential to make someone
uncomfo...
The US has the Highest Ratio of Positive to
Negative Outcomes

MARKET - Adults

Q13a. Have you ever posted something onlin...
Ireland and Canada Report the Most Negative
Influences from Social Networking

Q13c. What were the activities that you fel...
Spain Reports the Most Positive Influences; US the
Least

Q14a. Have you ever posted something online
that has influenced ...
Canada, US Report the Highest Negative
Influences from Social Networking

Q14c. What were the activities that they felt
ne...
Canada, US Report the Highest Negative
Influences from Social Networking

Q15c. What were the activities that you felt, wh...
Spain Reports the Highest Positive Impact; US the
Least

MARKET - Adults

Q16a. Have your friends and family ever been
imp...
Spain Reports the Highest Positive Impact; US the
Least

MARKET - Adults

Q16a. Have other people ever been impacted by yo...
Losing Friendships and Being Embarrassed are the
Most Common Negative Impacts

Q16c. Please tell us what negative impact d...
Most Impacts from Online Activities are Neutral

MARKET - Adults

Q17a. Have you ever been impacted by friends and
family ...
Saving Friendships Is the Most Common Positive
Impact

Q17b. Please tell us what positive impact did the online
activities...
Losing Friendships Is the Most Common Negative
Impact
Q17c. Please tell us what negative impact did the online
activities ...
Country Detail Tables
US, Canada, Germany, Spain, Ireland
• Children 8-17

58
Summary of Selected Metrics – Children 8-17

Country Rank
Metric

Canada

Germany

Ireland

Spain

US

Top 3 contributor t...
Email is The Biggest Contributor to Online Profiles
Q1. Of the online activities that you
participate in, which three do y...
Spain is The Most Concerned; US the Least

Q3a. How concerned are you about your online
reputation?
Base
I am very concern...
Only 44% Think Actively About the Consequences
of Their Online Activities

Q4: How Actively Do You Think About…
(Always, O...
US and Spain Feel the Most In Control

Q5. How much control do you think you have over
your online reputation?

MARKET - C...
A Combination of Steps Are Used to Manage Online
Reputations

Q6. Which of the following steps have you ever taken to mana...
Online Activities: Personal and Work Usage
Q7a. Please select all of the activities you
do for personal use

MARKET - Chil...
Germany Reports the Highest Rate of Harm

Q8. Have you ever posted information online that has
harmed others or hurt relat...
Friends and Photos Are the Most Likely Private
Information to Be Leaked

Q10. Have you ever shared something publicly that...
Potential Abuse is Low

MARKET - Children

Q12. Have you ever posted something online that
you knew had the potential to m...
Positive Influences Are Greater than Negative
Influences

Q13a. Have you ever posted something online that
has influenced ...
Ireland and Canada Report the Most Negative
Influences from Social Networking

Q13c. What were the activities that you fel...
US and Spain Report the Most Positive Influences

Q14a. Have you ever posted something online
that has influenced your fam...
Ireland Reports the Highest Negative Influences
from Social Networking

Q14c. What were the activities that they felt
nega...
US and Spain Report the Highest Positive
Influences

Q15a. Has a friend or family member ever posted
something online that...
Canada and US Report the Highest Negative
Influences from Social Networking

Q15c. What were the activities that you felt,...
US and Spain Report the Highest Positive Impacts

MARKET - Children

Q16a. Have your friends and family ever been
impacted...
Saving Friendships Is the Most Common Impact

Q16b. Please tell us what positive impact did your
online activity have on f...
Losing Friendships and Being Embarrassed Are the
Most Common Negative Impacts
Q16c. Please tell us what negative impact di...
Most Impacts from Online Activities are Neutral

Q17a. Have you ever been impacted by friends and family
online activities...
Saving Friendships Is the Most Common Positive
Impact

Q17b. Please tell us what positive impact did the online
activities...
Social Embarrassment and Lost Friendships Are
the Most Common Negative Impacts
Q17c. Please tell us what negative impact d...
Most Impacts from Online Activities are Neutral

Q17a. Have you ever been impacted by friends and family
online activities...
Saving Friendships Is the Most Common Positive
Impact

Q17b. Please tell us what positive impact did the online
activities...
Social Embarrassment and Lost Friendships Are
the Most Common Negative Impacts
Q17c. Please tell us what negative impact d...
Demographics

84
Demographics - Adults

Age
Under 18

Internet Usage

0%

18 – 24

Avg. hours per week

24%

25-34

25%
18%

45-54

18%

55...
Demographics - Adults
Marital Status
39%
32%
18%
9%
2%
Single, never been married

Single and living with a partner

Marri...
Demographics - Adults
US

12%

Canada

11%

20%

$0 to0$25,000

16%

$25,001 to $50,000

13%

13%
$50,001 to $75,000
$75,0...
Demographics - Adults
Statements that describes you best

I usually buy a new technology or device
before anyone else I kn...
Demographics - Children
69%
31%

Parent of 8-14 year old kid aged 15-17 years
Child

Age

Number of Persons

Age and Gende...
Demographics - Children
Internet Usage

Device

Avg. hours per week = 13.84
Less than 4 hours

Desktop computer

0%

65%

...
Demographics - Children
Statements that describes you best

Online services

Social networking website
I usually buy a new...
Demographics - Children
US

9%

Canada

8%

10%

8%

$0 to $25,000
0
$25,001 to $50,000

14%

15%

$50,001 to $75,000

23%...
© 2012 Microsoft Corporation. This material is provided for informational purposes only. Microsoft makes no warranty, expr...
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Online Reputation

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Online Reputation

  1. 1. Online Profile & Reputation Perceptions Study
  2. 2. Background This report summarizes data privacy research to understand perceptions about the creation and consequences of exposing a person’s online profile. The research was conducted by blueocean market intelligence. Study Markets Data Source Sample Size • Total of 5000 interviews US, Germany, Ireland, Spain and Canada Online panel • 1000 per country equally split between adults and children Audience • • Adults aged 18-74 (N=2500), and children aged 8-17 (N=2500) Children aged between 8-14 were interviewed through parents, and children 15-17 were interviewed directly Fieldwork Dates November 11th – November 24th , 2011 2
  3. 3. Questionnaire Overview Screener •Age •Gender •Critical employment •Hours per week using the Internet •Devices used to access the Internet Perceptions about online profiles & reputation •Top 3 online activities that contribute to my online profile and to friends and family •Level of concern about my online reputation •Frequency of active thinking about the long-term impact my online activities have on me and other people •Level of control over my online reputation •Steps taken to manage my online profile •Participation in online activities Influences & Consequences •Positive or negative influences from online activities •Posting information that hurt someone (intentionally or not) •Sharing something publicly, that you intended to keep private •Posting something online that you knew had the potential to make someone uncomfortable •My postings that influenced my online reputation either positively or negatively •My postings that influenced friends/family online reputation either positively or negatively •Friends/family postings that influenced my online reputation either positively or negatively •My online activities impact on friends/family •Friends/family and other people’s online activities impact on me Demographics •Marital status •Employment status •Education •HH Income •Use of cloud services •Technology adoption 3
  4. 4. Definition of Key Terms Used Online Profile: An online profile is created by one’s interactions in the online world including the use of (Internet enabled) TV, mobile phones, Internet and worldwide web, gaming and other devices. Here are some examples: Content about you (e.g., bank records, retail and airline purchases, telephone records, medical records, credit card purchases, etc.) Content that you create online (e.g., email, text messages, images, audio, video, presence on social networks) Your presence created by others (e.g., someone posting a picture or comments –about you on a social network or website, etc...) Online Reputation: Online reputation is the image created of you through information you or others shared online in blogs, posts, pictures, tweets, videos, etc. 4
  5. 5. Executive Summary 5
  6. 6. Executive Summary 6
  7. 7. Executive Summary 7
  8. 8. Executive Summary The majority of online posts have a perceived neutral influence on online reputations 8
  9. 9. Executive Summary Children and parents need more and better help to manage their online reputations Less than half (43%) of parents give their children a lot of help managing their online reputations. Coincidently, this is similar to the percentage of adults (44%) who actively think about the consequences of their online activities. Children 8-14 yrs. old are twice as likely to get a lot of help from their parents compared to children 1517 yrs. old (66% vs. 33%). As the amount of help from a parent decreases: Actively thinking about the impact of one’s online activities on themself and others decreases. Children perceive less positive influences on their reputations from online activities. Lack of concern decreases. Children who are less concerned or worried may become overconfident and less vigilant. Children who get more help from their parents have a higher level of concern about their online profiles compared to children who get little or no help at all (Help - 67%, No help – 49%) . Parents who help appear no more effective at preventing hurtful posts by their children than parents who are not helping at all. This suggests parents need more effective guidance and tools to better help their children. 9
  10. 10. Perceptions Are Evolving About What Contributes Most to Online Profiles 1 2 3 Top 3 Activities that Contribute to Online Profiles Higher Usage Mature Lower Usage Emerging 72% 1 3 32% 31% 31% 28% 23% 2 17% 10% 9% 8% 6% 5% 4% 4% 4% 4% 3% 3% 3% 2% 1% 1% Adults Children Q1. Of the online activities that you participate in, which three do you think contribute most to your own online profile? 10
  11. 11. Greater Participation = Greater Contributions to Profile Activities (personal use) - adults Top 3 Contributors vs. Participation 25 Participate in (rank reversed) 1 5 20 2 4 8 3 11 15 7 12 6 9 14 10 10 17 18 15 16 5 13 21 19 22 - 20 5 10 15 20 Top 3 Contributors to Online Profile (rank reversed) 25 1. Send and receive email 2. Online shopping 3. Online banking 4. Social networking (e.g. posts, blogs, tweets, photos, videos, etc.) 5. Search queries/surfing the web (from a desktop or mobile device) 6. Play online games including virtual worlds 7. Download or stream music, videos or movies 8. Send and receive text messages 9. Participate in online forums and communities 10. Make Internet based phone calls - e.g., Skype 11. Upload photos taken with a camera or mobile phone 12. Use online auction or classified services like E-bay, Craigslist, Amazon, etc.) 13. Use a personal website 14. Write a blog or post comments 15. Sharing my current location with family/friends 16. Use a news sharing service like Twitter, Pownce, FriendFeed, etc.. 17. Use mobile phone or tablet applications 18. Subscribe to online couponing services like Groupon, Living Social, Tippr etc. 19. Use a business networking site like LinkedIn, Monster, etc. 20. Sharing my current location with apps or businesses 21. Engage in health management services or health discussion groups online22. Sharing my current location with the general public via apps Q1. Of the online activities that you participate in, which three do you think contribute most to your own online profile? Please select the three most important online activities you do. Q7a. Please select all of the activities you do for personal use. 11
  12. 12. Consumers May Underestimate Their Activities’ Contribute to Their Profiles Adults Children Participate in activity Send and receive email Search queries/surfing the web (from a desktop or mobile device) Online shopping Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.) Online banking Send and receive text messages Download or stream music, videos or movies Upload photos to a website taken with a camera or mobile phone Play online games including virtual worlds Use online auction or classified services like E-bay, Craigslist, Amazon, etc Participate in online forums and communities Write a blog or post comments Make internet-based phone calls - e.g., Skype Use mobile phone or tablet applications Subscribe to online couponing services like Groupon, Living Social, Tippr etc. Sharing my current location with family/friends Use a news sharing service like Twitter, Pownce, FriendFeed, etc.. Use a personal website Engage in health management services or health discussion groups onlineUse a business networking site like LinkedIn, Monster, etc Sharing my current location with the general public via apps Sharing my current location with apps or businesses Q1. Of the online activities that you participate in, which three do you think contribute most to your own online profile? Q7a. Please select all of the activities you do for personal use . Contributes to profile Participate in activity Contributes to profile 93% 82% 74% 68% 65% 62% 62% 60% 58% 58% 53% 43% 43% 43% 41% 41% 36% 28% 25% 23% 23% 20% 72% 28% 32% 31% 31% 10% 17% 6% 23% 5% 9% 4% 8% 3% 3% 4% 4% 4% 1% 3% 1% 2% 85% 75% 48% 78% 32% 72% 79% 70% 76% 42% 53% 53% 52% 54% N.A. 47% 51% 39% N.A. N.A. 27% 24% 48% 22% 16% 42% 9% 15% 41% 12% 42% 3% 9% 6% 11% 6% N.A. 5% 6% 4% N.A. N.A. 2% 2% 12
  13. 13. Children & Parents Need More and Better Help from Their Parents 1 2 3 1 Children - Q5a. How much do your parents help you to manage and protect your online reputation? Help me a lot, 28% Help me complet ely, 15% Help me a little, 29 % Do not help me at all, 28% 2 Children - Q8. Have you ever posted information online that has harmed others or hurt relationships either intentionally or unintentionally? 19% 18% 20% 3 Children - Q3a. How concerned are you about your online reputation? 68% 49% 67% 56% 16% Do not help Help me a Help me a Helps me me at all little lot completely Yes (%) Do not help Help me a Help me a Helps me me at all little lot completely Very/Somewhat Concerned (%) 13
  14. 14. Less Help from Parents Means… 1 2 3 1 Actively Thinking About the Impact of 2 Your Online Activities (Always/Often %) 70% Information that you might be exposing or leaving behind while engaging in online … How your online activities might be exposing information about others The long-term impact that your online activities might have on your personal … The long-term impact that your online activities might have on your work/school … The long-term impact that your online activities might have on the personal … The long-term impact that your online activities might have on the work/school … 52% 57% 35% Help Completely 50% 41% 37% Help Completely 25% 23% 30% 10% 49% 9% 20% 60% 52% 39% 30% 26% 40% 55% 32% Take steps to keep your personal and work/school online profiles separate Q5a. How much do your parents help you to manage and protect your online reputation? 60% 54% 32% Consider your own online profile when you edit or post content Consider other people’s online profile when you edit or post content 65% 3 57% 36% 25% Positive Influences on Online Reputation from Online Activities Increases with Parental Help No help at all 10% 57% 49% 0% 64% Children 8-14 Children 15-17 No help at all Online Activity 14
  15. 15. 7 in 10 Feel in Control of Their Online Reputation 1 2 Q5. How much control do you think you have over your online reputation? 1 49% 55% 26% 17% 18% 20% 5% 4% 4% 3% Complete control A lot of control A little Control No control at all Adults Q3a. How concerned are you about your online reputation? 2 32%36% 24%25% 23%23% 16%13% 4% 3% I am very concerned I am I am not very I am not at Don't know somewhat concerned all concerned concerned Adults Children Don't know Children Q3b. How concerned are you that your online reputation may be harmed by content posted by someone else? 28%30% I am very concerned 32%37% I am somewhat concerned 22%20% 14%10% 4% 3% I am not I am not at Don't know very all concerned concerned Adults Children 15
  16. 16. The Relationship Between Control & Concern Is Complex Concern vs. Control I have complete control (%) 35% 30% 25% I am in complete control so I don’t worry Doing all I can but must always stay alert 30% 28% 26% 23% 20% 16% 15% 13% 10% 5% Not at all concerned Not very concerned Adults Kids 10% 10% Somewhat concerned Very concerned 0% Q3a. How concerned are you about your online reputation? Q5. How much control do you think you have over your online reputation? 16
  17. 17. Likelihood of Managing One’s Online Profile Decreases As Feelings of Control Increase 1 2 Steps Taken to Manage Online Profiles - Adults 0% 20% 40% 60% 80% Searched my own name using a search engine Used privacy settings on social networking sites that determine who can access… 1 Decided not to post specific text, photos or video online Checked to see what other people say about me on websites/gaming … I opted out of sharing information about myself with a website, financial services… Ask someone to remove online content related to myself ( e.g., photos, text or… Used the alert feature provided by some websites that automatically notifies me… Checked my credit report Contacted a web site owner or administrator and asked them to remove… Employed an online reputation management company Have not taken any steps Complete control A lot of control Q5. How much control do you think you have over your online reputation? Q6. Which of the following steps have you ever taken to manage your online profile? 2 A little control No control at all 17
  18. 18. Feeling in Control Doesn’t Reduce Chances of Posting Content that Hurts Others Control vs. Causing Harm Something I posted hurt someone 25% 20% 19% 19% 18% 18% 15% 10% Adults 13% 12% Children 13% 9% 5% 0% Complete control A lot of control Q5. How much control do you think you have over your online reputation? Q8. Have you ever posted information online that has harmed others or hurt relationships either intentionally or unintentionally? A little control No control at all 18
  19. 19. 9 in 10 Have Taken Steps to Manage Their Profile At Least Once 1 2 3 Steps Taken to Manage Your Online Profile 63% 61% Searched my own name using a search engine 51% 55% 47% 48% Used privacy settings on social networking sites that determine who can… Decided not to post specific text, photos or video online 41% 40% I opted out of sharing information about myself with a website, financial… 32% Checked to see what other people say about me on websites/gaming … Ask someone to remove online content related to myself ( … 21% Used the alert feature provided by some websites that automatically … 17% 21% 9% 6% 8% 7% Have not taken any steps Contacted a web site owner or administrator and asked them to remove… Other 34% 45% 3 Adults Children 13% Checked my credit report Employed an online reputation management company 2 1 3% 1% 1% Q6. Which of the following steps have you ever taken to manage your online profile? 19
  20. 20. Only 44% Think Actively About the Consequences of Their Online Activities 1 2 Thinking About the Impact of Your Online Activities (Always/Often %) 1 2 Take steps to keep your personal and work/school online profiles separate Information that you might be exposing or leaving behind while engaging in online activities Consider your own online profile when you edit or post content How your online activities might be exposing information about others The long-term impact that your online activities might have on your personal reputation Consider other people’s online profile when you edit or post content The long-term impact that your online activities might have on your work/school reputation The long-term impact that your online activities might have on the personal reputation of others The long-term impact that your online activities might have on the work/school reputation of others Q4. On a scale where, 1=Always, 2=Often, 3=Sometimes, 4=Rarely, 5=Never, please tell us: How often do you: 52% 57% 57% 55% 49% 53% 46% 43% 44% 44% 43% 44% 40% 39% 38% 39% Adults Children Average Adults = 44% Children = 44% 36% 34% 20
  21. 21. Think Actively and You’re More Likely to Take Steps to Manage Your Online Profile Steps Taken to Manage Your Online Profile Searched my own name using a search engine 57% Used privacy settings on social networking sites that determine who can… 45% Decided not to post specific text, photos or video online 35% Checked to see what other people say about me on websites/gaming … 14% Used the alert feature provided by some websites that automatically… 11% Other 18% Actively Think 14% Often 4% 9% 6% Contacted a web site owner or administrator and asked them to remove… Employed an online reputation management company 25% 12% 16% Checked my credit report Have not taken any steps 48% 34% 18% Ask someone to remove online content related to myself ( … 57% 53% 43% I opted out of sharing information about myself with a website, financial … 67% Rarely 2% 2% 1% 1% Q4_1. How often do you actively think about the information that you might be exposing or leaving behind while engaging in online activities? Q6. Which of the following steps have you ever taken to manage your online profile? 21
  22. 22. Consumers Are Mindful About Not Posting Hurtful Information 1 2 Q8. Have you ever posted information online that has harmed others or hurt relationships either intentionally or unintentionally? Adults & Children Adults “Posted a picture of my friend that I didn't know she didn't want up on Facebook.” Unintentional Adults 12% Yes No 1 88% 2 “I spread malicious rumours about my colleague because I was angry with him.” Yes “I was just joking on a girl’s Facebook comment but I didn't know she took it so seriously.” “'I put up a joke, and people thought it was a bit offensive.” 72% Children No “I didn't realize the person had people on his Facebook that were not aware of his relationship status.” Children 18% 82% Q9. If YES, was it intentional or unintentional? Q9a. If intentional, please describe the information you shared Q9b. If unintentional, please describe the information you shared Intentional 28% “I posted some negative opinion about a local business and shared with my friends.” “Details about personal life.” “I shared something embarrassing about someone else” “Photos” “Sometimes if I am upset I will say mean things to get back at someone who said something mean about me.” 22
  23. 23. Adults Are More Careful Than Children About Keeping Information Private 1 2 Q10. Have you ever shared something publicly that you intended to keep private? Adults Yes 1 83% 17% 73% 27% No Children Yes No Q11. What type of information did you share publicly? Base Information about my personal life Photos of me or my family My birthday Hobbies / things I like to do My cell phone number Information about my job My home address Places I like to go Information about my kids Comments I post online Info/Details about my friends Details of my work Others Information about my family Information about my school Text messages Adults Children 434 56% 38% 31% 26% 25% 20% 19% 19% 18% 17% 15% 12% 2% N.A. N.A. N.A. 664 N.A. 36% 34% N.A. 23% N.A. 16% 19% N.A. 21% 44% N.A. 4% 29% 24% 16% 2 23
  24. 24. Less Than One in Five Purposely Posts Information that Could Potential Hurt Someone 1 Q12. Have you ever posted something online that you knew had the potential to make someone uncomfortable? 44% 38% 40% 33% 1 21% 14% 4% 5% Yes - but I did it anyway, I Yes - I did it anyway, but I No - I have never posted No - I have never posted felt peer pressure to do it, I didn't intend to hurt them something that I knew online that would make wanted to hurt them,etc. might have the potential to someone uncomfortable. hurt someone Adults Children 24
  25. 25. Positive Influences Outweigh Negative Influences by a Wide Margin Adults - Q7b.Now we would like to know how much you feel each activity influences your online reputation. If you don’t do a particular activity, please tell us how you think it might influence your online reputation. Your best guess is OK. Base - 2500 Send and receive email Online shopping Online banking Search queries/surfing the web (from a desktop or mobile device) Download or stream music, videos or movies Sharing my current location with family/friends Sharing my current location with apps or businesses Sharing my current location with the general public Make internet based phone calls – e.g., Skype Use mobile phone applications Upload photos to a website taken with a camera or cell phone Send and receive text messages Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.) Use a business networking site like LinkedIn, Monster, etc… Use a personal website Write a blog or post comments Play online games including virtual worlds Use a news sharing service like Twitter, Pownce, FriendFeed, etc.. Use online auction or classified services like Ebay, Craigslist, Amazon, etc… Participate in online forums and communities Subscribe to online couponing services like Groupon, Living Social, Tippr etc. Engage in health management services or health discussion groups online Average * % for small positive/negative influences not shown Positive Influence Negative Influence 47% 31% 27% 31% 23% 23% 19% 18% 28% 23% 29% 29% 32% 25% 27% 28% 26% 25% 23% 29% 20% 24% 27% 2% 4% 5% 3% 7% 12% 15% 20% 6% 6% 7% 4% 9% 7% 7% 8% 7% 8% 6% 6% 7% 6% 7% Positive/ Negative Ratio 24 8 5 10 3 2 1 1 5 4 4 7 4 4 4 4 4 3 4 5 3 4 5.0 No Influence* Diff Positive Negative 34% 44% 49% 42% 45% 39% 44% 41% 48% 51% 34% 45% 31% 47% 44% 38% 41% 41% 46% 37% 51% 49% 42% 45% 27% 22% 28% 16% 11% 4% -2% 22% 17% 22% 25% 23% 18% 20% 20% 19% 17% 17% 23% 13% 18% 25 19%
  26. 26. Positive Influences Outweigh Negative Influences by a Wide Margin Children - Q7b.Now we would like to know how much you feel each activity influences your Base - 2500 Send and receive email Online shopping Online banking Search queries/surfing the web (from a desktop or mobile device) Download or stream music, videos or movies Sharing my current location with family/friends Sharing my current location with apps or businesses Sharing my current location with the general public Make internet based phone calls – e.g., Skype Use mobile phone applications Upload photos to a website taken with a camera or cell phone Send and receive text messages Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.) Use a personal website Write a blog or post comments Play online games including virtual worlds Use a news sharing service like Twitter, Pownce, FriendFeed, etc.. Use online auction or classified services like Ebay, Craigslist, Amazon, etc… Participate in online forums and communities Average Positive Influence Negative Influence 47% 27% 23% 35% 35% 30% 21% 22% 31% 29% 41% 39% 42% 32% 35% 34% 31% 23% 30% online reputation. If you don’t do a particular activity, please tell us how you think it might influence your online reputation. Your best guess is OK. 2% 4% 4% 2% 4% 11% 14% 16% 5% 5% 6% 3% 6% 5% 5% 6% 6% 6% 6% 32% 6% Positive/ Negative Ratio 24 7 6 18 9 3 2 1 6 6 7 13 7 6 7 6 5 4 5 7.4 No Influence* 31% 51% 55% 36% 32% 30% 39% 36% 39% 43% 21% 32% 20% 38% 30% 31% 33% 47% 33% 36% Diff Positive Negative 45% 23% 19% 33% 31% 19% 7% 6% 26% 24% 35% 36% 36% 27% 30% 28% 25% 17% 24% 26% * % for small positive/negative influences not shown 26
  27. 27. Tradeoffs Vary by Activity Between Contributions to Online Profiles and Positive Influences Send & receive email is perceived to be the top contributor to online profiles and in terms of positive influence on one’s online reputation. This implies a balance between the large contributions to one’s online profile made by email and the positive influences one gets from email. Activities such as downloads/streaming (7), online games (6), and online banking (3) are making large contributions to online profiles but do not provide a relatively equal amount of positive influences (e.g., activities above the 45 degree line). Conversely, engaging in health mgt. (21), business networking (19) and blogs have more positive influences compared to the contributions being made to online profiles (e.g., activities below the 45 degree line). Activities (personal use) - Adults Top 3 Contributors to Online Profile (rank) reversed) Positive Influence vs. Top 3 Contribution 25 Contribution > Positive Influence 1 2 3 20 5 6 7 15 4 8 9 12 10 10 13 15 11 14 16 5 18 17 20 0 19 21 22 0 5 Positive Influence > Contribution 10 15 20 Positive influence rank (rank reversed) 25 1. Send and receive email 2. Online shopping 3. Online banking 4. Social networking (e.g. Posting, blogs, tweets, photos, videos, etc.) 5. Search queries/surfing the web (from a desktop or mobile device) 6. Play online games including virtual worlds 7. Download or stream music, videos or movies 8. Send and receive text messages 9. Participate in online forums and communities 10. Make internet based phone calls - e.g., Skype 11. Upload photos taken with a camera or mobile phone 12. Use online auction or classified services like E-bay, Craigslist, Amazon, etc.) 13. Use a personal website 14. Write a blog or post comments 15. Sharing my current location with family/friends 16. Use a news sharing service like Twitter, Pownce, FriendFeed, etc.. 17. Use mobile phone or tablet applications 18. Subscribe to online couponing services like Groupon, Living Social, Tippr etc. 19. Use a business networking site like LinkedIn, Monster, etc. 20. Sharing my current location with apps or businesses 21. Engage in health management services or health discussion groups online22. Sharing my current location with the general public via apps Q1. Of the online activities that you participate in, which three do you think contribute most to your own online profile? Please select three most important online activities which you do. Q7b.Now we would like to know how much you feel each activity influences your online reputation. If you don’t do a particular activity, please tell us how you think it might influence your online reputation. Your best guess is OK. 27
  28. 28. Most Influences from a Person’s Posts on Their Reputation Are Neutral 1 2 Q13a. Have you ever posted something online that has influenced your reputation either positively or negatively? Positive/Negative Influences Adults 1 Children Positive Negative Positive Negative 71% 50% 74% 54% Posted a photo of myself or family 45% 26% 50% 34% Update my social networking profile 36% 13% 35% 12% Posted something on a webpage 33% 23% 31% 25% Posted a comment on a blog 32% 29% 35% 25% Updated my resume 25% 4% Posted a video 18% 12% 25% 16% Posted a photo of others 17% 20% 20% 20% Posted a photo of my children 16% 13% Recommend someone for a job 15% 3% 26% 23% 63% Posted a comment on a social networking site 48% 44% 31% 15% 9% Yes, PositivelyYes, Negatively No influence, positive or negative Adults Posted a photo of friend & family 2 Children Q13b. What were the activities that you felt positively influenced your reputation? Q13b. What were the activities that you felt negatively influenced your reputation? 28
  29. 29. Most Influences From My Posts On Family & Friends Are Neutral 1 2 Q14a. Have you ever posted something online that has influenced your family or friend’s reputation either positively or negatively? 2 75% 65% Positive/Negative Influences Adults Children 35% 66% 46% 47% 23% 26% 17% 31% 27% 17% 21% 22% 22% 26% 18% 21% 22% 20% 20% 25% 23% Update my social networking profile 16% 7% 17% 7% Posted a video 16% 15% 17% 12% Recommend someone for a job 12% 7% Updated my resume Adults 63% Posted a photo of others Yes, PositivelyYes, Negatively No influence, positive or negative Posted a comment on a social networking site Posted a photo of my children 9% Negative Posted something on a webpage 5% Positive Posted a comment on a blog 28% 21% Negative Posted a photo of them or family 1 Positive 10% 11% 46% 34% Posted a photo of friend & family Kids Q14b. What were the activities that you felt positively influenced your family or friend’s reputation? Q14c. What were the activities that you felt negatively influenced your family or friend’s reputation? 29
  30. 30. Most Influences from Posts by Family & Friends on One’s Reputation Are Neutral 1 2 Q15a. Has a friend or family member ever posted something online that has influenced your reputation either positively or negatively? Positive/Negative Influences Adults Children Positive Negative Positive Negative Posted a comment on a social networking site 68% 59% 66% 47% Posted something on a webpage 26% 18% 24% 19% Posted a photo of them or family 39% 30% 50% 47% Posted a photo of my children 19% 7% Posted a comment on a blog 23% 19% 27% 23% Posted a photo of others 19% 16% 20% 12% Posted a video 13% 15% 17% 15% Updated my resume 10% 7% Update my social networking profile 15% 7% 14% 8% Recommend someone for a job 9% 3% 29% 18% 2 69% 56% 1 32% 22% 16% 11% Yes, PositivelyYes, Negatively No influence, positive or negative Adults Posted a photo of friend & family Children Q15b. What were the activities that you felt, which positively influenced your reputation? Q15c. What were the activities that you felt, which negatively influenced your reputation? 30
  31. 31. One’s Online Activities Have a Neutral Impact on Family & Friends 1 2 Q16a. Have your friends and family or other people ever been impacted by your online activities either positively or negatively? Yes, Positively No, Negatively No Influence, positive or negative Adults 1 Friends/ Family 31% Children 15% Friends/ Family 44% 9% 15% 15% 23% 65% 74% 51% 65% Others Q16b.Please tell us what positive impact did your online activity have on [friends and family or other people]? 2 Helped save a friendship Helped someone get a job Defended someone who was being cyberbullied Helped save a marriage Helped someone with getting into the college of their choice Others 19% Adults Friends/ Family 64% 46% 30% 20% 25% Children Others 46% 43% 37% 28% 28% Friends/ Family 76% Others 58% 51% 53% 34% 36% 31
  32. 32. Negative Impacts from One’s Online Activities Q16c. Please tell us what negative impact your online activity had on [friends and family or other people]? Impacts Lost a friendship Adults Friends/ Others Family 49% 46% Impacts Lost a friendship Children Friends/ Others Family 51% 50% Socially embarrassed 42% 32% Socially embarrassed 46% 42% Victim of identity theft 29% 20% Alienated a family member 27% 19% Been harassed or bullied 26% 17% Been harassed or bullied 26% 27% Fired from a job 23% 19% Victim of identity theft 24% 22% Got divorced 22% 17% Disciplined in school 23% 20% Lost out on getting a job 20% 18% Suspended from school 16% 17% Physically hurt themselves 17% 15% Expelled from school 14% 13% Was refused health insurance 16% 12% Attempted to physically hurt or harm themselves 14% 15% Lost custody of Kids 15% 15% Lost out on getting into college I wanted 12% 14% Was turned down for a mortgage 15% 14% Lost out on getting into college they wanted 14% 13% 32
  33. 33. Online Activities of Others Typically Have a Neutral Impact 1 2 Q17a. Have you ever been impacted by friends and family or other people’s online activities either positively or negatively? Adults Children Friends/ Family Yes, Positively No, Negatively No Influence, positive or negative 1 Others Friends/ Family Others 27% 12% 39% 17% 12% 15% 16% 22% 66% 77% 53% 67% Q17b. Please tell us what positive impact did the online activities of [friends and family or other people’s] have on you? 2 Helped save a friendship Helped someone get a job Defended someone who was being cyberbullied Helped save a marriage Helped someone with getting into the college of their choice Adults Friends/ Family 61% 41% 29% 21% 22% Children Others 50% 41% 31% 21% 23% Friends/ Family 74% Others 63% 45% 56% 30% 34% 33
  34. 34. Negative Impacts from Others’ Online Activities Q17c. Please tell us what negative impact did the online activities of [friends and family or other people’s have on you? Impacts Adults Impacts Friends/ Others Family Children Friends/ Others Family Lost a friendship 43% 44% Socially embarrassed 49% 40% Socially embarrassed 43% 37% Lost a friendship 48% 43% Victim of identity theft 23% 24% Alienated a family member 31% 20% Been harassed or bullied 22% 27% Been harassed or bullied 24% 26% Fired from a job 21% 20% Victim of identity theft 23% 24% Got divorced 21% 19% Disciplined in school 22% 22% Lost custody of Kids 17% 15% Suspended from school 16% 16% Was refused health insurance 15% 16% Expelled from school 14% 13% Was turned down for a mortgage 15% 14% Attempted to physically hurt or harm themselves 13% 15% Lost out on getting a job 14% 18% Lost out on getting into college I wanted 12% 12% Physically hurt myself 14% 15% Lost out on getting into college they wanted 12% 16% 34
  35. 35. Appendix 35
  36. 36. Country Detail Tables US, Canada, Germany, Spain, Ireland • Adults 36
  37. 37. Summary of Selected Metrics – Adults Country Rank Metric Canada Germany Ireland Spain US Top 3 contributor to online profile – Social Networking % 2 5 1 3 4 Concerned about online reputation (Very/Somewhat %) 2 5 3 1 4 Concerned that others harm your online reputation (Very/somewhat %) 4 3 2 1 5 Amount of control over online reputation (Complete/A lot %) 3 2 4 1 5 Steps taken to manage online profile 4 1 3 2 5 Ever posted information that has harmed others 3 1 4 2 5 Ever posted information that has intentionally harmed others 1 5 2 4 3 Incidence of shared information that was intended to be private 3 1 4 2 5 I posted information that positively influenced my reputation 4 3 2 1 5 I’ve posted information that positively influenced friends/family 4 2 2 1 5 Friend/family posted information that positively influenced my reputation 4 2 3 1 5 My friends/family were positively impacted by my online activities 3 2 3 1 5 I’ve been impacted positively by friends/family online activities 3 2 4 1 5 37
  38. 38. Email is the Biggest Contributor to Online Profiles Q1. Of the online activities that you participate in, which three do you think contribute most to your own online profile? Base Send and receive email Online shopping Online banking Social networking (e.g. Posting content blogs, tweets, photos, videos, etc.) Search queries/surfing the web (from a desktop or mobile device) Play online games including virtual worlds Download or stream music, videos or movies Send and receive text messages Participate in online forums and communities Make internet based phone calls - e.g., Skype Upload photos to a website taken with a camera or mobile phone Use online auction or classified services like E-bay, Craigslist, Amazon, etc Use a personal website Write a blog or post comments Sharing my current location with family/friends Use a news sharing service like Twitter, Pownce, FriendFeed, etc.. Use mobile phone or tablet applications Subscribe to online couponing services like Groupon, Living Social, Tippr etc. Use a business networking site like LinkedIn, Monster, etc Sharing my current location with apps or businesses Engage in health management services or health discussion groups onlineSharing my current location with the general public via apps MARKET - Adults Total Canada Germany Ireland Spain US 2500 72% 32% 31% 500 75% 23% 41% 500 68% 32% 24% 500 76% 32% 40% 500 65% 24% 16% 500 76% 48% 35% 31% 33% 25% 35% 30% 29% 28% 30% 23% 25% 35% 26% 23% 14% 41% 13% 35% 13% 17% 13% 24% 16% 25% 5% 10% 12% 5% 11% 10% 12% 9% 10% 11% 5% 10% 10% 8% 6% 11% 12% 7% 3% 6% 6% 5% 5% 11% 5% 5% 5% 6% 4% 2% 8% 4% 3% 4% 3% 7% 3% 4% 4% 3% 3% 4% 5% 4% 5% 2% 3% 4% 4% 4% 4% 2% 4% 6% 2% 3% 3% 3% 4% 4% 3% 3% 6% 1% 4% 2% 3% 3% 3% 2% 3% 3% 4% 2% 2% 2% 1% 2% 2% 1% 3% 1% 0% 1% 1% 1% 1% 1% 1% 1% 2% Q2.Thinking of your friends and families, what are the three things you contribute most to their online profiles? Base Send and receive email Social networking (e.g. Posting content blogs, tweets, photos, videos, etc.) Online shopping Search queries/surfing the web (from a desktop or mobile device) Online banking Play online games including virtual worlds Send and receive text messages Upload photos to a website taken with a camera or cell phone Download or stream music, videos or movies Make internet based phone calls - e.g., Skype Sharing my current location with family/friends Participate in online forums and communities Write a blog or post comments Use a news sharing service like Twitter, Pownce, FriendFeed, etc. Use mobile phone applications Use online auction or classified services like E-bay, Craigslist, Amazon, etc Use a personal website Use a business networking site like LinkedIn, Monster, etc Subscribe to online couponing services like Groupon, Living Social, Tippr etc. Sharing my current location with the general public Sharing my current location with apps or businesses Engage in health management services or health discussion groups online MARKET - Adults Total Canada Germany Ireland Spain US 2500 70% 500 76% 500 68% 500 71% 500 63% 500 75% 36% 40% 27% 41% 31% 40% 23% 16% 31% 24% 19% 27% 20% 22% 16% 16% 22% 22% 18% 18% 16% 17% 12% 17% 22% 29% 10% 19% 10% 21% 14% 25% 12% 17% 11% 21% 15% 16% 10% 16% 18% 18% 13% 10% 19% 16% 16% 5% 12% 12% 18% 18% 9% 5% 9% 12% 3% 9% 9% 12% 9% 10% 10% 4% 11% 9% 8% 8% 7% 7% 9% 8% 6% 5% 4% 8% 8% 4% 5% 5% 3% 6% 8% 4% 5% 5% 8% 3% 2% 6% 4% 3% 3% 4% 6% 5% 3% 2% 4% 2% 6% 2% 3% 6% 2% 3% 2% 3% 2% 2% 3% 2% 3% 2% 2% 2% 2% 1% 4% 2% 2% 2% 1% 1% 1% 38 2%
  39. 39. Spain Has the Highest Level of Concern; US the Least Q3a. How concerned are you about your online reputation? Base I am very concerned I am somewhat concerned I am not very concerned I am not at all concerned Don't know Q3b. How concerned are you that your online reputation may be harmed by content posted by someone else? Base I am very concerned I am somewhat concerned I am not very concerned I am not at all concerned Don't know MARKET - Adults Total Canada 2500 23% 32% 24% 16% 4% 500 25% 31% 23% 17% 4% Germany 500 15% 30% 27% 19% 8% Ireland Spain 500 23% 33% 26% 14% 4% 500 31% 38% 22% 7% 3% US 500 22% 27% 24% 23% 4% MARKET - Adults Total Canada 2500 28% 32% 22% 14% 4% 500 24% 31% 23% 18% 3% Germany 500 26% 37% 20% 11% 6% Ireland Spain 500 29% 34% 24% 9% 4% 500 38% 38% 15% 8% 2% US 500 22% 22% 29% 23% 4% 39
  40. 40. On Average 44% Think Actively About the Consequences of Their Online Activities Q4: How Actively Do You Think About… (Always, Often %) MARKET – Adults Always + Often (%) Total Canada Germany Ireland Spain US Base Information that you might be exposing or leaving behind while engaging in online activities 2500 500 500 500 500 500 57% 58% 64% 61% 53% 47% How your online activities might be exposing information about others 46% 46% 54% 49% 44% 37% The long-term impact that your online activities might have on your personal reputation 44% 43% 49% 50% 44% 36% The long-term impact that your online activities might have on your work reputation 40% 37% 48% 45% 41% 29% 38% 37% 42% 41% 39% 32% 36% 32% 41% 39% 39% 27% Consider your own online profile when you edit or post content 49% 48% 49% 55% 51% 41% Consider other people’s online profile when you edit or post content 43% 42% 44% 49% 48% 35% Take steps to keep your personal and work online profiles separate 57% 56% 56% 62% 59% 51% 44% 43% 49% 49% 45% 35% The long-term impact that your online activities might have on the personal reputation of others The long-term impact that your online activities might have on the work reputation of others Average 40
  41. 41. Spain and Germany Claim the Highest Amount of Control Q5. How much control do you think you have over your online reputation? Base Complete control A lot of control A little Control No control at all Don't know MARKET - Adults Total Canada 2500 17% 49% 26% 4% 5% 500 17% 46% 26% 5% 7% Germany 500 19% 52% 22% 3% 4% Ireland Spain 500 15% 47% 31% 4% 4% 500 18% 58% 19% 1% 3% US 500 16% 44% 30% 5% 6% 41
  42. 42. A Combination of Steps are Used to Manage Online Reputations Q6. Which of the following steps have you ever taken to manage your online profile? Base Searched my own name using a search engine Used privacy settings on social networking sites Decided not to post specific text, photos or video online I opted out of sharing information about myself with a website Checked to see what other people say about me on websites Ask someone to remove online content related to myself Used the alert feature provided by some websites that automatically notifies me Checked my credit report Have not taken any steps Contacted a web site owner or administrator and asked them to remove content Employed an online reputation management company Others Have not taken any steps Total 2500 63% 51% 47% 41% 32% 21% 17% 13% 9% 8% 3% 1% 9% MARKET - Adults Canada Germany Ireland 500 500 500 61% 72% 67% 56% 47% 60% 50% 48% 56% 45% 37% 51% 29% 38% 34% 22% 22% 24% 17% 17% 19% 13% 6% 7% 11% 5% 8% 4% 10% 6% 2% 4% 2% 2% 1% 1% 11% 5% 8% Spain 500 61% 42% 36% 29% 35% 25% 19% 9% 6% 12% 4% 1% US 500 54% 48% 46% 43% 22% 12% 16% 27% 15% 7% 3% 1% 6% 15% 42
  43. 43. Online Activities: Personal and Work Usage Q7a. Please select all of the activities you do for personal use Base Send and receive email Search queries/surfing the web (from a desktop or mobile device) Online shopping Social networking (e.g. Posting content blogs, tweets, photos, videos, etc.) Online banking Send and receive text messages Download or stream music, videos or movies Upload photos to a website taken with a camera or cell phone Play online games including virtual worlds Use online auction or classified services like Ebay, Craigslist, Amazon, etc Participate in online forums and communities Write a blog or post comments Make internet based phone calls - e.g., Skype Use mobile phone applications Subscribe to online couponing services like Groupon, Living Social, Tippr etc. Sharing my current location with family/friends Use a news sharing service like Twitter, Pownce, FriendFeed, etc.. Use a personal website Engage in health management services or health discussion groups online Use a business networking site like LinkedIn, Monster, etc Sharing my current location with the general public Sharing my current location with apps or businesses MARKET - Adults Total Canada Germany Ireland Spain US 2500 93% 500 95% 500 88% 500 95% 500 87% 500 97% 82% 88% 73% 85% 80% 84% 74% 72% 69% 84% 57% 88% 68% 67% 61% 74% 72% 67% 65% 62% 72% 56% 53% 50% 75% 78% 51% 65% 74% 61% 62% 61% 53% 68% 71% 55% 60% 60% 51% 69% 65% 54% 58% 51% 74% 45% 73% 48% Q7a. Please select all of the activities you do for work use 500 50% 44% 36% 500 38% 27% 18% 20% 15% 23% 17% 27% 18% Download or stream music, videos or movies Sharing my current location with family/friends Sharing my current location with apps or businesses Sharing my current location with the general public Make internet based phone calls - e.g., Skype Use mobile phone applications Upload photos to a website taken with a camera or cell phone 16% 14% 10% 11% 18% 20% 14% 9% 24% 20% 12% 11% 14% 11% 14% 8% 31% 7% 14% 9% 16% 11% 20% 12% 13% 12% 11% 10% 18% 14% 11% 11% 19% 18% 7% 8% 12% 10% 15% 7% 20% 9% 12% 10% 17% 10% 16% 8% 11% 6% 16% 8% 19% 6% 11% 8% 14% 8% 17% 7% 11% 10% 9% 7% 7% 6% 16% 14% 15% 9% 5% 4% 15% 16% 18% 7% 6% 5% 9% 6% 14% 3% 17% 5% 9% 7% 13% 3% 14% 5% 8% 5% 12% 4% 14% 6% 8% 3% 11% 5% 14% 6% 6% 4% 9% 4% 12% 4% 62% 53% 53% 54% 46% 59% 54% 43% 41% 45% 41% 49% 41% 43% 39% 50% 57% 46% 25% Send and receive text messages Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.) Use a business networking site like LinkedIn, Monster, etc 43% 38% 41% 51% 51% 32% 41% 49% 26% 49% 35% 46% 41% 41% 24% 44% 56% 38% 36% 33% 34% 38% 50% 26% 28% 24% 23% 25% 45% 22% 25% 25% 25% 18% 29% 28% Participate in online forums and communities Subscribe to online couponing services like Groupon, Living Social, Tippr etc. Engage in health management services or health discussion groups online 24% 23% 18% 19% 21% 35% 19% 20% 15% 26% 21% Use a personal website Write a blog or post comments Play online games including virtual worlds Use a news sharing service like Twitter, Pownce, FriendFeed, etc.. Use online auction or classified services like Ebay, Craigslist, Amazon, etc 21% 20% US 500 48% 36% 23% 43% 26% Spain 500 47% 45% 22% 68% 24% Ireland 500 47% 36% 22% 59% 20% Germany 2500 46% 37% 24% 56% 20% Canada Base Send and receive email Online shopping Online banking Search queries/surfing the web (from a desktop or mobile device) 58% 23% MARKET - Adults Total 43
  44. 44. Germany Reports the Highest Incidence of Harm MARKET - Adults Q8. Have you ever posted information online that has harmed others or hurt relationships either intentionally or unintentionally? Total Base Yes No 2500 12% 88% Canada 500 11% 89% Germany 500 20% 80% Ireland Spain 500 8% 92% 500 15% 85% US 500 6% 94% MARKET - Adults Q9. If YES, was it? Total Canada Base Intentional Unintentional 296 28% 72% 54 39% 61% Germany 98 20% 80% Ireland Spain 41 37% 63% 75 23% 77% US 28 36% 64% 44
  45. 45. Germany & Spain Have the Most Trouble Keeping Information Private Q10. Have you ever shared something publicly that you intended to keep private? MARKET - Adults Total Canada Base Yes No Q11. What type of information did you share publicly? Base Information about my personal life Photos of me or my family My birthday Hobbies / things I like to do My cell phone number Information about my job My home address Places I like to go Information about my kids Comments I post online Details about my friends Details of my work Others 2500 17% 83% Total 434 56% 38% 31% 26% 25% 20% 19% 19% 18% 17% 15% 12% 2% 500 15% 85% Canada 75 61% 35% 27% 28% 23% 23% 13% 13% 19% 23% 12% 16% 3% Germany 500 26% 74% Germany 128 55% 27% 28% 26% 20% 14% 20% 16% 16% 14% 12% 8% 1% Ireland Spain 500 14% 86% 500 22% 78% Ireland Spain 70 51% 49% 37% 23% 21% 30% 16% 23% 19% 20% 14% 17% 1% 109 58% 45% 28% 28% 32% 18% 16% 18% 16% 13% 20% 12% 1% US 500 10% 90% US 52 52% 38% 42% 23% 33% 21% 38% 27% 21% 17% 21% 10% 8% 45
  46. 46. Potential Abuse Is Low Q12. Have you ever posted something online that you knew had the potential to make someone uncomfortable? Base Yes - but I did it anyway, I felt peer pressure to do it, I wanted to hurt them,etc. Yes - I did it anyway, but I didn't intend to hurt them No - I have never posted something that I knew might have the potential to hurt someone No - I have never posted online that would make someone uncomfortable. MARKET - Adults Total Canada Germany Ireland Spain US 2500 500 500 500 500 500 4% 3% 7% 3% 3% 2% 14% 13% 17% 11% 20% 9% 38% 33% 40% 39% 47% 30% 44% 51% 36% 46% 30% 58% 46
  47. 47. The US has the Highest Ratio of Positive to Negative Outcomes MARKET - Adults Q13a. Have you ever posted something online that has influenced your reputation either positively or negatively? Total Base Ratio of Positively to Negatively Yes, Positively Yes, Negatively No influence, positive or negative 2500 3.4 31% 9% 63% Q13b. What were the activities that you felt positively influenced your reputation? Please check all that apply. Canada Germany Ireland Spain US 500 500 500 500 2.4 2.5 3.8 4.5 500 4.8 26% 11% 67% 31% 13% 59% 32% 8% 64% 42% 9% 50% 23% 5% 75% MARKET - Adults Total Canada Germany Ireland Spain US Base 775 131 157 160 212 115 Posted a comment on a social networking site Posted a photo of myself or family Update my social networking profile Posted something on a webpage Posted a comment on a blog Updated my resume Posted a video Posted a photo of others Posted a photo of my children Recommend someone for a job 71% 45% 36% 33% 32% 25% 18% 17% 16% 15% 76% 51% 34% 30% 38% 21% 15% 19% 24% 17% 66% 33% 28% 38% 31% 18% 14% 12% 17% 9% 78% 50% 44% 35% 32% 31% 18% 24% 17% 17% 63% 46% 33% 32% 25% 25% 23% 12% 10% 17% 74% 47% 41% 31% 41% 27% 17% 21% 17% 17% 2% 3% 2% 3% - 3% Others 47
  48. 48. Ireland and Canada Report the Most Negative Influences from Social Networking Q13c. What were the activities that you felt negatively influenced your reputation? Please check all that apply. Base Posted a comment on a social networking site Posted something on a webpage Posted a photo of myself or family Posted a photo of my children Posted a comment on a blog Posted a photo of others Posted a video Updated my resume Update my social networking profile Recommend someone for a job Others MARKET - Adults Total Canada 230 50% 23% 26% 13% 29% 20% 12% 4% 13% 3% 3% 54 57% 30% 24% 9% 22% 13% 13% 6% 15% 2% 4% Germany 63 43% 29% 29% 14% 29% 27% 11% 3% 11% 5% 3% Ireland Spain 42 69% 19% 17% 2% 33% 19% 14% 2% 19% 7% 47 40% 4% 34% 21% 30% 19% 17% 4% 6% 4% - US 24 42% 38% 25% 17% 33% 17% 4% 13% 8% - 48
  49. 49. Spain Reports the Most Positive Influences; US the Least Q14a. Have you ever posted something online that has influenced your family or friends’ reputations either positively or negatively? Base Yes, Positively Yes, Negatively No influence, positive or negative Q14b. What were the activities that they felt positively influenced their reputation? Please check all that apply. Base Posted a comment on a social networking site Posted something on a webpage Posted a photo of myself or family Posted a photo of my children Posted a comment on a blog Posted a photo of others Posted a video Updated my resume Update my social networking profile Recommend someone for a job Others MARKET - Adults Total 2500 21% 5% 75% Canada 500 20% 5% 76% Germany 500 21% 8% 73% Ireland Spain 500 21% 3% 76% 500 29% 6% 66% US 500 15% 3% 83% MARKET - Adults Total Canada 534 63% 22% 47% 21% 23% 20% 16% 10% 16% 12% 2% 101 70% 22% 54% 29% 25% 18% 18% 5% 16% 12% 3% Germany 104 44% 19% 39% 22% 19% 15% 19% 11% 14% 6% 2% Ireland Spain 107 74% 24% 48% 14% 21% 24% 16% 9% 17% 13% 2% 147 61% 26% 46% 20% 18% 20% 16% 12% 17% 16% - US 75 71% 17% 47% 20% 39% 21% 11% 9% 19% 13% 4% 49
  50. 50. Canada, US Report the Highest Negative Influences from Social Networking Q14c. What were the activities that they felt negatively influenced their reputation? Please check all that apply. (Caution – very low base sizes) Base Posted a comment on a social networking site Posted something on a webpage Posted a photo of myself or family Posted a photo of my children Posted a comment on a blog Posted a photo of others Posted a video Updated my resume Update my social networking profile Recommend someone for a job Others MARKET - Adults Total Canada 128 35% 22% 26% 22% 17% 20% 15% 11% 7% 7% 2% 26 58% 19% 27% 15% 12% 19% 4% 4% 8% 4% - Germany 39 26% 36% 26% 18% 15% 15% 13% 10% 8% 5% 3% Ireland Spain 14 36% 7% 29% 14% 21% 21% 7% 7% 14% 7% 32 25% 16% 28% 34% 28% 22% 25% 19% 3% 3% - US 17 41% 18% 18% 24% 24% 29% 12% 12% 12% 18% - 50
  51. 51. Canada, US Report the Highest Negative Influences from Social Networking Q15c. What were the activities that you felt, which negatively influenced your reputation? Please check all that apply. Base Posted a comment on a social networking site Posted something on a webpage Posted a photo of myself or family Posted a photo of my children Posted a comment on a blog Posted a photo of others Posted a video Updated my resume Update my social networking profile Recommend someone for a job Others MARKET - Adults Total Canada 270 59% 18% 30% 7% 19% 16% 15% 7% 7% 3% 4% 46 72% 24% 15% 7% 20% 13% 13% 4% 11% 2% 7% Germany 89 54% 21% 35% 6% 16% 19% 16% 12% 6% 4% 2% Ireland Spain 54 69% 17% 30% 4% 22% 20% 15% 4% 4% 2% 4% 54 43% 13% 39% 13% 19% 17% 19% 7% 7% 2% - US 27 67% 11% 26% 4% 26% 4% 7% 15% 15% 51
  52. 52. Spain Reports the Highest Positive Impact; US the Least MARKET - Adults Q16a. Have your friends and family ever been impacted by your online activities either positively or negatively? Please check all that apply. Total Base Yes, Positively Yes, Negatively No impact, positive or negative 2500 31% 9% 65% Q16b. Please tell us what positive impact did your online activity have on friends and family? Base Helped save a friendship Helped someone get a job Defended someone who was being cyberbullied Helped save a marriage Helped someone with getting into the college of their choice Others Canada 500 29% 10% 67% Germany 500 32% 10% 62% Ireland Spain 500 29% 7% 68% 500 43% 13% 53% US 500 22% 5% 76% MARKET - Adults Total Canada Germany Ireland Spain US 775 64% 46% 30% 20% 146 62% 47% 32% 17% 162 70% 46% 38% 27% 143 52% 48% 24% 9% 213 73% 46% 28% 27% 111 55% 42% 27% 14% 25% 20% 30% 21% 33% 15% 11% 16% 5% 15% 5% 22% 52
  53. 53. Spain Reports the Highest Positive Impact; US the Least MARKET - Adults Q16a. Have other people ever been impacted by your online activities either positively or negatively? Please check all that apply. Total Base Yes, Positively Yes, Negatively No impact, positive or negative 2500 15% 15% 74% Q16b. Please tell us what positive impact did your online activity have on other people? Base Helped save a friendship Helped someone get a job Defended someone who was being cyberbullied Helped save a marriage Helped someone with getting into the college of their choice Others Canada 500 13% 12% 79% Germany 500 19% 21% 66% Ireland Spain 500 11% 10% 81% 500 21% 25% 62% US 500 10% 8% 84% MARKET - Adults Total Canada Germany Ireland Spain US 373 46% 43% 37% 28% 67 36% 39% 33% 18% 93 52% 52% 47% 42% 57 32% 32% 23% 18% 104 55% 44% 39% 31% 52 48% 42% 35% 23% 28% 28% 35% 21% 25% 25% 16% 19% 8% 32% 9% 21% 53
  54. 54. Losing Friendships and Being Embarrassed are the Most Common Negative Impacts Q16c. Please tell us what negative impact did your online activity have on friends and family? Base Victim of identity theft Lost a friendship Fired from a job Socially embarrassed Got divorced Lost custody of kids Was refused health insurance Was turned down for a mortgage Been harassed or bullied Lost out on getting a job Lost out on getting into college they wanted Physically hurt themselves Others Q16c. Please tell us what negative impact did your online activity have on other people? Base Victim of identity theft Lost a friendship Fired from a job Socially embarrassed Got divorced Lost custody of kids Was refused health insurance Was turned down for a mortgage Been harassed or bullied Lost out on getting a job Lost out on getting into college they wanted Physically hurt themselves Others Total 228 29% 49% 23% 42% 22% 15% 16% 15% 26% 20% 14% 17% 8% Total 379 20% 46% 19% 32% 17% 15% 12% 14% 17% 18% 13% 15% 10% Canada 48 17% 42% 23% 46% 8% 6% 13% 10% 21% 13% 8% 6% 10% Germany 52 38% 60% 31% 37% 35% 25% 21% 21% 35% 29% 25% 33% 10% Canada 58 9% 33% 12% 33% 9% 9% 5% 5% 12% 9% 7% 7% 17% Germany 107 32% 48% 21% 34% 24% 21% 16% 21% 26% 21% 13% 25% 7% MARKET - Adults Ireland 37 27% 35% 14% 57% 14% 19% 11% 14% 16% 16% 8% 16% 8% MARKET - Adults Ireland 50 14% 32% 20% 44% 12% 14% 12% 10% 14% 14% 14% 4% 16% Spain 64 33% 53% 22% 36% 27% 14% 17% 19% 30% 20% 13% 14% 2% US 27 26% 48% 26% 41% 22% 11% 19% 7% 26% 22% 15% 11% 15% Spain 126 20% 56% 20% 23% 20% 12% 15% 14% 15% 21% 15% 14% 7% US 38 11% 45% 16% 45% 5% 13% 3% 11% 11% 16% 11% 11% 13% 54
  55. 55. Most Impacts from Online Activities are Neutral MARKET - Adults Q17a. Have you ever been impacted by friends and family online activities either positively or negatively? Total Base Yes, Positively Yes, Negatively No impact, positive or negative 2500 27% 12% 66% Q17a. Have you ever been impacted by other people’s online activities either positively or negatively? Base Yes, Positively Yes, Negatively No impact, positive or negative Canada 500 24% 11% 69% Germany 500 28% 16% 63% Ireland Spain 500 22% 10% 72% 500 41% 17% 50% US 500 21% 7% 77% MARKET - Adults Total Canada 2500 12% 15% 77% 500 11% 12% 82% Germany 500 16% 18% 70% Ireland Spain 500 10% 11% 82% 500 16% 24% 66% US 500 9% 7% 85% 55
  56. 56. Saving Friendships Is the Most Common Positive Impact Q17b. Please tell us what positive impact did the online activities of friends and family have on you? Base Helped save a friendship Helped someone get a job Defended someone who was being cyberbullied Helped save a marriage Helped someone with getting into the college of their choice Others Q17b. Please tell us what positive impact did the online activities of other people’s have on you? Base Helped save a friendship Helped someone get a job Defended someone who was being cyberbullied Helped save a marriage Helped someone with getting into the college of their choice Others MARKET - Adults Total Canada Germany Ireland Spain US 680 61% 41% 29% 21% 122 60% 39% 32% 15% 140 66% 55% 35% 29% 110 55% 38% 21% 11% 205 65% 39% 29% 26% 103 53% 29% 23% 17% 22% 29% 23% 15% 27% 14% 11% 20% 2% 18% 3% 20% MARKET- Adults Total Canada Germany Ireland Spain US 307 50% 41% 31% 21% 53 38% 45% 23% 21% 79 61% 51% 46% 28% 50 46% 32% 32% 10% 78 59% 42% 26% 26% 47 38% 26% 23% 15% 23% 17% 34% 18% 24% 17% 14% 25% 5% 24% 5% 21% 56
  57. 57. Losing Friendships Is the Most Common Negative Impact Q17c. Please tell us what negative impact did the online activities of friends and family have on you? Base Lost a friendship Socially embarrassed Victim of identity theft Been harassed or bullied Fired from a job Got divorced Lost custody of kids Was refused health insurance Was turned down for a mortgage Lost out on getting a job Physically hurt myself Lost out on getting into college they wanted Others Q17c. Please tell us what negative impact did the online activities of other people’s have on you? Base Lost a friendship Socially embarrassed Been harassed or bullied Victim of identity theft Fired from a job Got divorced Lost out on getting a job Was refused health insurance Lost out on getting into college they wanted Lost custody of kids Physically hurt myself Was turned down for a mortgage Others Total 296 43% 43% 23% 22% 21% 21% 17% 15% 15% 14% 14% 12% 9% Total 366 44% 37% 27% 24% 20% 19% 18% 16% 16% 15% 15% 14% 9% MARKET- Adults Canada Germany Ireland Spain US 53 40% 51% 11% 21% 13% 8% 8% 8% 11% 6% 9% 6% 13% 78 46% 33% 40% 41% 37% 32% 27% 31% 26% 28% 28% 22% 4% 48 48% 67% 17% 17% 15% 17% 15% 10% 13% 8% 4% 13% 8% 84 44% 32% 25% 12% 20% 26% 17% 12% 11% 11% 10% 10% 5% 33 30% 45% 9% 9% 6% 9% 12% 6% 9% 12% 9% 6% 27% MARKET- Adults Canada Germany Ireland Spain US 59 42% 42% 24% 15% 19% 8% 12% 15% 14% 7% 8% 8% 14% 92 50% 36% 41% 37% 26% 28% 24% 23% 24% 21% 24% 17% 3% 56 34% 59% 27% 20% 16% 18% 14% 14% 13% 14% 18% 18% 20% 122 49% 25% 21% 22% 17% 19% 20% 15% 15% 16% 13% 12% 4% 37 27% 43% 19% 19% 19% 16% 14% 11% 11% 11% 3% 11% 19% 57
  58. 58. Country Detail Tables US, Canada, Germany, Spain, Ireland • Children 8-17 58
  59. 59. Summary of Selected Metrics – Children 8-17 Country Rank Metric Canada Germany Ireland Spain US Top 3 contributor to online profile – Social Networking % 2 5 3 3 1 Concerned about online reputation (Very/Somewhat %) 3 5 4 2 1 Parents help manage your online profile (Completely/ A lot %) 5 4 1 2 3 Amount of control over online reputation (Complete/A lot %) 2 2 2 1 5 Steps taken to manage online profile 1 4 3 4 2 Ever posted information that has harmed others 2 1 5 4 2 Ever posted information that has intentionally harmed others 5 4 1 2 2 Incidence of shared information that was intended to be private 3 1 5 4 2 I posted information that positively influenced my reputation 3 4 5 2 1 I’ve posted information that positively influenced friends/family 3 4 5 2 1 Friend/family posted information that positively influenced my reputation 3 4 5 2 1 My friends/family were positively impacted by my online activities 4 3 5 2 1 I’ve been impacted positively by friends/family online activities 4 3 5 2 1 59
  60. 60. Email is The Biggest Contributor to Online Profiles Q1. Of the online activities that you participate in, which three do you think contribute most to your own online profile? Base Send and receive email Play online games including virtual worlds Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.) Download or stream music, videos or movies Search queries/surfing the web (from a desktop or mobile device) Online shopping Send and receive text messages Upload photos to a website taken with a camera or mobile phone Make internet based phone calls - e.g., Skype Participate in online forums and communities Online banking Write a blog or post comments Use mobile phone or tablet applications Use a news sharing service like Twitter, Pownce, FriendFeed, etc Sharing my current location with family/friends Use a personal website Use online auction or classified services like E-bay, Craigslist, Amazon, etc Sharing my current location with apps or businesses Sharing my current location with the general public via apps MARKET - Children Total Canada Germany Ireland Spain US 2500 48% 500 50% 500 51% 500 52% 500 47% 500 37% 42% 41% 48% 39% 48% 36% 42% 48% 37% 38% 38% 49% 41% 46% 35% 35% 41% 47% 22% 23% 17% 20% 28% 23% 16% 15% 11% 19% 19% 12% 22% 17% 12% 11% 15% 18% 12% 9% 8% 12% 18% 14% 11% 8% 22% 11% 7% 7% 9% 9% 11% 3% 11% 12% 9% 6% 11% 18% 6% 3% 6% 8% 3% 4% 5% 10% 6% 7% 5% 6% 6% 6% 6% 5% 4% 5% 7% 7% 5% 3% 4% 9% 6% 5% 4% 2% 3% 4% 6% 5% 3% 2% 5% 4% 1% 4% 2% 1% 4% 1% 1% 0% 2% 1% 2% 1% 2% 1% Q2.Thinking of your friends and families, what are the three things you contribute most to their online profiles? Base Send and receive email Social networking (e.g. Posting content blogs, tweets, photos, videos, etc.) Play online games including virtual worlds Download or stream music, videos or movies Online shopping Send and receive text messages Upload photos to a website taken with a camera or mobile phone Search queries/surfing the web (from a desktop or mobile device) Make internet based phone calls - e.g., Skype Online banking Sharing my current location with family/friends Use a news sharing service like Twitter, Pownce, FriendFeed, etc Write a blog or post comments Participate in online forums and communities Use mobile phone or tablet applications Use a personal website Use online auction or classified services like E-bay, Craigslist, Amazon, etc Sharing my current location with apps or businesses Sharing my current location with the general public via apps MARKET - Children Total Canada Germany Ireland Spain US 2500 54% 500 56% 500 56% 500 59% 500 51% 500 45% 44% 49% 39% 41% 38% 54% 27% 23% 33% 27% 34% 19% 26% 23% 27% 23% 34% 22% 18% 18% 12% 18% 25% 14% 22% 17% 13% 15% 18% 25% 17% 16% 11% 18% 19% 22% 15% 14% 13% 13% 21% 15% 13% 14% 14% 16% 9% 10% 11% 13% 16% 15% 5% 7% 10% 10% 5% 13% 8% 12% 9% 10% 5% 8% 10% 13% 9% 13% 7% 6% 7% 12% 7% 7% 10% 3% 11% 6% 6% 7% 4% 7% 7% 7% 6% 6% 6% 6% 6% 6% 4% 2% 6% 4% 2% 4% 3% 3% 4% 1% 6% 2% 3% 3% 5% 1% 4% 2% 60
  61. 61. Spain is The Most Concerned; US the Least Q3a. How concerned are you about your online reputation? Base I am very concerned I am somewhat concerned I am not very concerned I am not at all concerned Don't know Q3b. How concerned are you that your online reputation may be harmed by content posted by someone else? Base I am very concerned I am somewhat concerned I am not very concerned I am not at all concerned Don't know MARKET - Children Total Canada 2500 23% 36% 25% 13% 3% 500 22% 41% 23% 13% 2% Germany 500 12% 31% 31% 22% 5% Ireland Spain 500 27% 32% 25% 11% 6% 500 26% 38% 27% 7% 1% US 500 29% 38% 20% 10% 2% MARKET - Children Total Canada 2500 30% 37% 20% 10% 3% 500 30% 33% 21% 14% 3% Germany 500 23% 37% 24% 12% 4% Ireland Spain 500 31% 37% 18% 9% 5% 500 33% 41% 18% 7% 1% US 500 33% 38% 18% 8% 3% 61
  62. 62. Only 44% Think Actively About the Consequences of Their Online Activities Q4: How Actively Do You Think About… (Always, Often %) MARKET – Children Always + Often (%) Total Canada Germany Ireland Spain US 2500 500 500 500 500 500 55% 54% 60% 52% 50% 57% 43% 42% 39% 41% 48% 45% 44% 45% 39% 40% 44% 49% 39% 40% 38% 34% 42% 43% 39% 41% 37% 36% 37% 47% 34% 32% 34% 31% 35% 39% Consider your own online profile when you edit or post content 53% 54% 44% 49% 58% 60% Consider other people’s online profile when you edit or post content 44% 44% 40% 40% 50% 47% Take steps to keep your personal and work online profiles separate 52% 55% 46% 45% 54% 58% 44% 44% 42% 40% 46% 48% Base Information that you might be exposing or leaving behind while engaging in online activities How your online activities might be exposing information about others The long-term impact that your online activities might have on your personal reputation The long-term impact that your online activities might have on your work reputation The long-term impact that your online activities might have on the personal reputation of others The long-term impact that your online activities might have on the work reputation of others Average 62
  63. 63. US and Spain Feel the Most In Control Q5. How much control do you think you have over your online reputation? MARKET - Children Total Canada Base Complete control A lot of control A little Control No control at all Don't know 2500 18% 55% 20% 3% 4% Q5a. How much do your parents help you to manage and protect your online reputation? 2500 15% 28% 29% 28% Ireland Spain US 500 19% 53% 22% 2% 4% 500 18% 52% 23% 3% 4% 500 16% 51% 23% 4% 6% 500 15% 63% 16% 2% 3% 500 24% 55% 15% 2% 4% Total Base Help me completely Help me a lot Help me a little Do not help me at all Germany MARKET - Children Canada Germany Ireland Spain US 500 11% 23% 30% 36% 500 15% 25% 32% 28% 500 18% 37% 24% 20% 500 16% 30% 30% 24% 500 14% 27% 27% 32% 63
  64. 64. A Combination of Steps Are Used to Manage Online Reputations Q6. Which of the following steps have you ever taken to manage your online profile? Total MARKET - Children Canada Germany Ireland 500 500 500 Spain 500 US 500 51% 57% 62% 44% 52% 40% 70% 57% 40% 44% 34% 62% 45% 50% 42% 42% 39% 51% 40% 44% 34% 40% 33% 50% 34% 43% 29% 27% 34% 39% 21% 23% 19% 21% 16% 27% 7% 6% 10% 4% 8% 9% 6% 1% 3% 1% 7% 1% 9% 1% 7% 0% 5% 1% Base 2500 Searched my own name using a search engine Used privacy settings on social networking sites that determine who can access and respond to my content Decided not to post specific text, photos or video online Checked to see what other people say about me on websites/gaming communities/blogs/online auction & classifieds sites etc. I opted out of sharing information about myself with a website, company or other organization Ask someone to remove online content related to myself ( e.g., photos, text or video, etc) because I felt it might harm my reputation Used the alert feature provided by some websites that automatically notifies me of any new mention of my name or other personal information Contacted a website owner or administrator and asked them to remove unflattering or untrue content Have not taken any steps Other 61% 69% 68% 55% 67% 48% 64
  65. 65. Online Activities: Personal and Work Usage Q7a. Please select all of the activities you do for personal use MARKET - Children Total Canada Germany Ireland Spain US Base 2500 500 500 500 500 85% 89% 82% 81% 83% 88% MARKET - Children Total Canada Germany Ireland Spain US 2500 500 500 500 500 500 54% 60% 54% 45% 55% 56% 40% 21% 50% 20% 38% 20% 20% 16% 46% 30% 46% 19% 19% 18% 26% 14% 20% 16% 18% 16% 22% 12% 24% 18% 18% 16% 22% 13% 23% 15% 16% 15% 20% 13% 17% 14% 15% 16% 17% 14% 16% 14% 14% 13% 16% 11% 20% 10% 14% 11% 18% 13% 18% 9% 13% 13% 18% 10% 15% 11% 13% 11% 21% 9% 15% 8% 12% 9% 15% 9% 17% 9% 12% 9% 17% 8% 17% 6% 11% 9% 15% 8% 19% 5% 11% 8% 18% 7% 15% 6% 10% 11% 12% 10% 11% 6% 10% 9% 14% 7% 14% 3% 9% 7% 15% 6% 14% 5% 500 Send and receive email Download or stream music, videos or movies Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.) Play online games including virtual worlds Search queries/surfing the web (from a desktop or mobile device) Send and receive text messages Upload photos to a website taken with a camera or mobile phone Use mobile phone or tablet applications Write a blog or post comments Participate in online forums and communities Make internet based phone calls - e.g., Skype Use a news sharing service like Twitter, Pownce, FriendFeed, etc.. Online shopping Q7a. Please select all of the activities you do for work use Sharing my current location with family/friends Use online auction or classified services like E-bay, Craigslist, Amazon, etc Use a personal website Online banking Sharing my current location with the general public via apps Sharing my current location with apps or businesses 79% 85% 62% 79% 83% 88% 78% 82% 68% 74% 79% 85% 76% 77% 73% 74% 78% 78% 75% 79% 64% 77% 77% 81% 72% 72% 59% 77% 74% 78% 70% 72% 56% 72% 74% 73% 54% 58% 43% 52% 56% 60% 53% 57% 48% 46% 51% 63% 53% 54% 56% 36% 62% 55% 52% 50% 58% 51% 52% 47% 51% 51% 45% 45% 58% 55% 48% 43% 53% 42% 41% 59% 47% 46% 26% 53% 62% 49% 42% 40% 51% 38% 35% 47% 39% 38% 33% 33% 48% 44% 32% 35% 36% 32% 32% 28% 27% 27% 23% 23% 37% 26% 24% 27% 21% 19% 29% Base Search queries/surfing the web (from a desktop or mobile device) Send and receive email Send and receive text messages Social networking (e.g. Posting content blogs, tweets, photos, videos, etc.) Participate in online forums and communities Write a blog or post comments Use mobile phone or tablet applications Upload photos to a website taken with a camera or mobile phone Use a personal website Use a news sharing service like Twitter, Pownce, FriendFeed, etc.. Download or stream music, videos or movies Make internet based phone calls - e.g., Skype Sharing my current location with family/friends Sharing my current location with the general public via apps Sharing my current location with apps or businesses Use online auction or classified services like E-bay, Craigslist, Amazon, etc Play online games including virtual worlds Online banking Online shopping 25% 65
  66. 66. Germany Reports the Highest Rate of Harm Q8. Have you ever posted information online that has harmed others or hurt relationships either intentionally or unintentionally? MARKET - Children Total Canada Germany Ireland Spain US 2500 500 500 500 500 500 18% 82% Base Yes No 18% 82% 28% 72% 10% 90% 17% 83% 18% 82% MARKET - Children Q9. If YES, was it? Total Canada Base Intentional Unintentional Germany Ireland Spain US 296 54 98 41 75 28 28% 72% 25% 75% 26% 74% 35% 65% 28% 72% 28% 72% 66
  67. 67. Friends and Photos Are the Most Likely Private Information to Be Leaked Q10. Have you ever shared something publicly that you intended to keep private? MARKET - Children Total Canada Base Yes No Q11. What type of information did you share publicly? Base Information about my friends Photos of me or my family My birthday Information about my family Information about my school My cell phone number Comments I post online Places I like to go Text Messages My home address Others Germany Ireland Spain US 2500 500 500 500 500 500 27% 73% 27% 73% 34% 66% 19% 81% 24% 76% 28% 72% Total Canada Ireland Spain Germany US 434 75 128 70 109 52 44% 36% 34% 29% 24% 23% 21% 19% 16% 16% 4% 44% 33% 33% 31% 24% 25% 27% 16% 19% 16% 6% 51% 24% 30% 26% 27% 18% 15% 19% 14% 18% 1% 38% 38% 31% 34% 24% 23% 20% 18% 12% 14% 5% 53% 49% 36% 25% 23% 28% 15% 17% 17% 23% 3% 34% 43% 40% 32% 21% 26% 30% 25% 18% 7% 6% 67
  68. 68. Potential Abuse is Low MARKET - Children Q12. Have you ever posted something online that you knew had the potential to make someone uncomfortable? Total Base 2500 500 500 500 500 500 6% 5% 7% 3% 6% 7% 21% 24% 25% 12% 25% 22% 40% 42% 36% 40% 39% 42% 33% 29% 32% 44% 31% 29% Yes - but I did it anyway, I felt peer-pressure to do it, I wanted to hurt them,Etc Yes - I did it anyway, but I didn't intend to hurt them. No - I have never posted something that I knew might have the potential to hurt someone No - I have never posted online that would make someone uncomfortable. Canada Germany Ireland Spain US 68
  69. 69. Positive Influences Are Greater than Negative Influences Q13a. Have you ever posted something online that has influenced your reputation either positively or negatively? Base Ratio of Positively to Negatively Yes, Positively Yes, Negatively No influence, positive or negative Q13b. What were the activities that you felt positively influenced your reputation? Please check all that apply. MARKET - Children Total Canada 2500 2.9 44% 15% 48% Germany Ireland Spain US 500 500 500 500 500 2.5 47% 19% 45% 2.5 43% 17% 47% 3.8 32% 8% 63% 3.6 48% 13% 44% 2.9 50% 17% 44% MARKET - Children Total Canada Germany Ireland Spain US Base 775 131 157 160 212 115 Posted a comment on a social networking site Posted a photo of myself Posted a comment on a blog Update my social networking profile Posted something on a webpage Posted a photo of friend and family member Posted a video Posted a photo of others Others 74% 50% 35% 35% 31% 26% 25% 20% 2% 72% 50% 41% 38% 35% 25% 24% 24% 2% 69% 44% 28% 29% 31% 16% 18% 9% 0% 78% 53% 31% 29% 32% 27% 26% 22% 2% 76% 51% 33% 34% 26% 26% 28% 17% 0% 77% 51% 40% 43% 32% 35% 31% 26% 3% 69
  70. 70. Ireland and Canada Report the Most Negative Influences from Social Networking Q13c. What were the activities that you felt negatively influenced your reputation? Please check all that apply. Base Posted a comment on a social networking site Posted a photo of myself Posted a comment on a blog Posted something on a webpage Posted a photo of friend and family member Posted a photo of others Posted a video Update my social networking profile Others MARKET - Children Total Canada 230 54% 34% 25% 25% 23% 20% 16% 12% 2% Germany Ireland Spain US 54 60% 38% 31% 23% 18% 19% 17% 13% 1% 63 49% 33% 20% 25% 24% 20% 14% 14% 4% 42 62% 24% 26% 29% 14% 19% 12% 2% - 47 42% 27% 15% 20% 33% 20% 15% 9% 2% 24 58% 40% 31% 30% 23% 21% 21% 16% 5% 70
  71. 71. US and Spain Report the Most Positive Influences Q14a. Have you ever posted something online that has influenced your family or friends’ reputations either positively or negatively? Base Yes, Positively Yes, Negatively No influence, positive or negative Q14b. What were the activities that they felt positively influenced their reputation? Please check all that apply. Base Posted a comment on a social networking site Posted a photo of friend and family member Posted a photo of myself Posted a comment on a blog Posted something on a webpage Posted a photo of others Posted a video Update my social networking profile Others MARKET - Children Total 2500 28% 9% 65% Canada Germany Ireland Spain US 500 28% 11% 65% 500 25% 10% 67% 500 22% 7% 73% 500 31% 9% 62% 500 34% 10% 61% MARKET - Children Total Canada 534 66% 46% 31% 27% 26% 25% 17% 17% 0% Germany Ireland Spain US 101 75% 50% 24% 21% 23% 28% 19% 16% - 104 54% 33% 36% 26% 30% 18% 14% 15% 1% 107 72% 49% 29% 27% 22% 24% 9% 17% - 147 60% 45% 33% 22% 26% 21% 17% 19% - 75 69% 51% 32% 35% 30% 33% 25% 18% 1% 71
  72. 72. Ireland Reports the Highest Negative Influences from Social Networking Q14c. What were the activities that they felt negatively influenced their reputation? Please check all that apply. (Caution – very low base sizes) MARKET - Children Total Canada Germany Ireland Spain US Base 128 26 39 14 32 17 Posted a comment on a social networking site 46% 50% 40% 61% 32% 53% Posted a photo of friend and family member 34% 32% 35% 33% 38% 31% Posted a photo of others 23% 25% 21% 27% 17% 24% Posted a comment on a blog 21% 27% 27% 9% 15% 24% Posted something on a webpage 18% 18% 17% 15% 19% 22% Posted a photo of myself 17% 18% 25% 12% 15% 14% Posted a video 12% 20% 4% 6% 13% 16% Update my social networking profile 7% 5% 8% 3% 4% 12% Others 3% 2% - 3% 2% 6% 72
  73. 73. US and Spain Report the Highest Positive Influences Q15a. Has a friend or family member ever posted something online that has influenced your reputation either positively or negatively? Total Base Yes, Positively Yes, Negatively No influence, positive or negative 2500 32% 16% 56% Q15b. What were the activities that you felt, which positively influenced your reputation? Please check all that apply. Base Posted a comment on a social networking site Posted a photo of myself Posted a photo of friend and family member Posted a comment on a blog Posted something on a webpage Posted a photo of others Posted a video Update my social networking profile Others MARKET - Children Canada Germany Ireland Spain US 500 30% 18% 57% 500 31% 19% 53% 500 26% 12% 64% 500 37% 15% 52% 500 38% 16% 52% MARKET - Children Total Canada 557 66% 50% 29% 27% 24% 20% 17% 14% - Germany Ireland Spain US 88 70% 59% 30% 32% 23% 21% 15% 14% - 118 57% 39% 26% 25% 23% 16% 14% 13% - 114 67% 50% 27% 20% 23% 19% 14% 11% - 163 63% 49% 25% 28% 22% 19% 20% 18% - 74 73% 51% 37% 29% 28% 23% 20% 14% - 73
  74. 74. Canada and US Report the Highest Negative Influences from Social Networking Q15c. What were the activities that you felt, which negatively influenced your reputation? Please check all that apply. Base Posted a comment on a social networking site Posted a photo of myself Posted a comment on a blog Posted something on a webpage Posted a photo of friend and family member Posted a video Posted a photo of others Update my social networking profile Others MARKET - Children Total Canada 270 47% 47% 23% 19% 18% 15% 12% 8% 2% Germany Ireland Spain US 46 52% 44% 21% 16% 7% 10% 13% 3% 2% 89 49% 46% 19% 17% 21% 19% 17% 8% 2% 54 48% 50% 33% 17% 17% 12% 10% 5% 3% 54 36% 45% 18% 16% 19% 19% 4% 9% - 27 51% 54% 30% 28% 28% 16% 13% 14% - 74
  75. 75. US and Spain Report the Highest Positive Impacts MARKET - Children Q16a. Have your friends and family ever been impacted by your online activities either positively or negatively? Please check all that apply. Total Base Yes, Positively Yes, Negatively No impact, positive or negative 2500 44% 15% 51% Q16a. Have other people ever been impacted by your online activities either positively or negatively? Please check all that apply. Total Base Yes, Positively Yes, Negatively No impact, positive or negative 2500 19% 23% 65% Canada 500 42% 17% 52% Germany 500 47% 16% 48% Ireland Spain 500 33% 11% 64% 500 48% 18% 46% US 500 49% 15% 47% MARKET - Children Canada 500 18% 21% 67% Germany 500 23% 30% 55% Ireland Spain 500 16% 17% 73% 500 19% 27% 61% US 500 20% 19% 68% 75
  76. 76. Saving Friendships Is the Most Common Impact Q16b. Please tell us what positive impact did your online activity have on friends and family? Base Helped save a friendship Defended someone who was being cyberbullied Helped someone with getting into the college of their choice Others Q16b. Please tell us what positive impact did your online activity have on other people? Base Helped save a friendship Defended someone who was being cyberbullied Helped someone with getting into the college of their choice Others MARKET - Children Total Canada Germany Ireland Spain US 1091 76% 51% 208 71% 53% 235 77% 51% 164 68% 47% 238 81% 45% 246 78% 56% 34% 32% 37% 29% 37% 36% 6% 7% 6% 7% 4% 9% MARKET - Children Total Canada Germany Ireland Spain US 480 58% 53% 88 60% 63% 114 50% 60% 79 58% 48% 97 63% 35% 102 62% 57% 36% 36% 37% 35% 39% 31% 10% 7% 8% 8% 11% 17% 76
  77. 77. Losing Friendships and Being Embarrassed Are the Most Common Negative Impacts Q16c. Please tell us what negative impact did your online activity have on friends and family? Base Lost a friendship Socially embarrassed Alienated a family member Been harassed or bullied Victim of identity theft Disciplined in school Suspended from school Expelled from school Attempted to physically hurt or harm themselves Lost out on getting into college I wanted Others Q16c. Please tell us what negative impact did your online activity have on other people? Base Lost a friendship Socially embarrassed Been harassed or bullied Victim of identity theft Disciplined in school Alienated a family member Suspended from school Attempted to physically hurt or harm themselves Lost out on getting into college I wanted Expelled from school Total 228 51% 46% 27% 26% 24% 23% 16% 14% 14% 12% 5% Total 379 50% 42% 27% 22% 20% 19% 17% 15% 14% 13% Canada 48 53% 60% 21% 23% 17% 17% 12% 10% 8% 9% 6% Germany 52 42% 40% 17% 30% 31% 27% 21% 17% 17% 19% 6% Canada 58 47% 50% 31% 19% 14% 13% 19% 13% 14% 11% Germany 107 42% 30% 30% 26% 20% 21% 15% 17% 14% 15% MARKET - Children Ireland 37 47% 51% 25% 27% 25% 22% 15% 11% 13% 9% 7% MARKET - Children Ireland 50 45% 48% 18% 14% 27% 18% 13% 6% 7% 7% Spain 64 50% 26% 36% 20% 27% 25% 17% 16% 18% 14% 3% US 27 63% 57% 36% 29% 21% 24% 13% 16% 14% 9% 5% Spain 126 58% 32% 19% 26% 22% 19% 20% 19% 17% 14% US 38 56% 62% 36% 19% 19% 19% 15% 18% 12% 12% 77
  78. 78. Most Impacts from Online Activities are Neutral Q17a. Have you ever been impacted by friends and family online activities either positively or negatively? MARKET - Children Total Canada Germany Ireland Spain US Base 2500 500 500 500 500 500 Yes, Positively 39% 37% 38% 30% 44% 46% Yes, Negatively 16% 17% 18% 11% 17% 15% No impact, positive or negative 53% 54% 51% 63% 48% 49% Q17a. Have you ever been impacted by other people’s online activities either positively or negatively? MARKET - Children Total Canada Germany Ireland Spain US Base 2500 500 500 500 500 500 Yes, Positively 17% 18% 20% 12% 20% 17% Yes, Negatively 22% 19% 26% 15% 27% 21% No impact, positive or negative 67% 69% 60% 78% 61% 68% 78
  79. 79. Saving Friendships Is the Most Common Positive Impact Q17b. Please tell us what positive impact did the online activities of friends and family have on you? MARKET - Children Total Canada Germany Ireland Spain US Base 975 184 191 152 220 228 Helped save a friendship 74% 77% 75% 68% 74% 74% Defended someone who was being cyberbullied 45% 46% 45% 42% 39% 53% Helped me with getting into the college of my choice 30% 27% 37% 22% 35% 27% Others 6% 6% 5% 9% 4% 8% Q17b. Please tell us what positive impact did the online activities of other people’s have on you? MARKET - Children Total Canada Germany Ireland Spain US Base 436 89 99 62 100 86 Helped save a friendship 63% 70% 61% 56% 64% 64% Defended someone who was being cyberbullied 56% 60% 55% 52% 43% 71% Helped me with getting into the college of my choice 34% 28% 43% 31% 41% 24% Others 6% 4% 8% 6% 3% 7% 79
  80. 80. Social Embarrassment and Lost Friendships Are the Most Common Negative Impacts Q17c. Please tell us what negative impact did the online activities of friends and family have on you? Base Socially embarrassed Lost a friendship Alienated a family member Been harassed or bullied Victim of identity theft Disciplined in school Suspended from school Expelled from school Attempted to physically hurt or harm themselves Lost out on getting into college I wanted Others Q17c. Please tell us what negative impact did the online activities of other people’s have on you? Base Lost a friendship Socially embarrassed Been harassed or bullied Victim of identity theft Disciplined in school Alienated a family member Suspended from school Attempted to physically hurt or harm themselves Expelled from school Lost out on getting into college I wanted Others MARKET - Children Total Canada 389 49% 48% 31% 24% 23% 22% 16% 14% 13% 12% 4% Germany Ireland Spain US 84 58% 46% 30% 17% 18% 21% 12% 10% 11% 6% 1% 90 40% 46% 32% 33% 31% 23% 24% 21% 19% 21% 3% 57 56% 46% 32% 19% 19% 23% 12% 12% 7% 11% 5% 83 35% 55% 35% 16% 29% 23% 17% 14% 13% 12% 2% 75 60% 44% 25% 32% 15% 19% 15% 11% 15% 9% 7% MARKET - Children Total Canada 543 43% 40% 26% 24% 22% 20% 16% 15% 13% 12% 3% Germany Ireland Spain US 97 40% 55% 34% 15% 14% 16% 12% 10% 9% 9% 5% 132 39% 37% 29% 30% 25% 19% 27% 17% 17% 14% 2% 73 40% 38% 26% 18% 21% 19% 12% 14% 16% 11% - 137 45% 25% 12% 31% 27% 18% 15% 15% 14% 12% 3% 104 54% 49% 31% 17% 22% 27% 9% 15% 9% 12% 5% 80
  81. 81. Most Impacts from Online Activities are Neutral Q17a. Have you ever been impacted by friends and family online activities either positively or negatively? MARKET - Children Total Canada Germany Ireland Spain US Base 2500 500 500 500 500 500 Yes, Positively 39% 37% 38% 30% 44% 46% Yes, Negatively 16% 17% 18% 11% 17% 15% No impact, positive or negative 53% 54% 51% 63% 48% 49% Q17a. Have you ever been impacted by other people’s online activities either positively or negatively? MARKET - Children Total Canada Germany Ireland Spain US Base 2500 500 500 500 500 500 Yes, Positively 17% 18% 20% 12% 20% 17% Yes, Negatively 22% 19% 26% 15% 27% 21% No impact, positive or negative 67% 69% 60% 78% 61% 68% 81
  82. 82. Saving Friendships Is the Most Common Positive Impact Q17b. Please tell us what positive impact did the online activities of friends and family have on you? MARKET - Children Total Canada Germany Ireland Spain US Base 975 184 191 152 220 228 Helped save a friendship 74% 77% 75% 68% 74% 74% Defended someone who was being cyberbullied 45% 46% 45% 42% 39% 53% Helped me with getting into the college of my choice 30% 27% 37% 22% 35% 27% Others 6% 6% 5% 9% 4% 8% Q17b. Please tell us what positive impact did the online activities of other people’s have on you? MARKET - Children Total Canada Germany Ireland Spain US Base 436 89 99 62 100 86 Helped save a friendship 63% 70% 61% 56% 64% 64% Defended someone who was being cyberbullied 56% 60% 55% 52% 43% 71% Helped me with getting into the college of my choice 34% 28% 43% 31% 41% 24% Others 6% 4% 8% 6% 3% 7% 82
  83. 83. Social Embarrassment and Lost Friendships Are the Most Common Negative Impacts Q17c. Please tell us what negative impact did the online activities of friends and family have on you? Base Socially embarrassed Lost a friendship Alienated a family member Been harassed or bullied Victim of identity theft Disciplined in school Suspended from school Expelled from school Attempted to physically hurt or harm themselves Lost out on getting into college I wanted Others Q17c. Please tell us what negative impact did the online activities of other people’s have on you? Base Lost a friendship Socially embarrassed Been harassed or bullied Victim of identity theft Disciplined in school Alienated a family member Suspended from school Attempted to physically hurt or harm themselves Expelled from school Lost out on getting into college I wanted Others MARKET - Children Total Canada 389 49% 48% 31% 24% 23% 22% 16% 14% 13% 12% 4% Germany Ireland Spain US 84 58% 46% 30% 17% 18% 21% 12% 10% 11% 6% 1% 90 40% 46% 32% 33% 31% 23% 24% 21% 19% 21% 3% 57 56% 46% 32% 19% 19% 23% 12% 12% 7% 11% 5% 83 35% 55% 35% 16% 29% 23% 17% 14% 13% 12% 2% 75 60% 44% 25% 32% 15% 19% 15% 11% 15% 9% 7% MARKET - Children Total Canada 543 43% 40% 26% 24% 22% 20% 16% 15% 13% 12% 3% Germany Ireland Spain US 97 40% 55% 34% 15% 14% 16% 12% 10% 9% 9% 5% 132 39% 37% 29% 30% 25% 19% 27% 17% 17% 14% 2% 73 40% 38% 26% 18% 21% 19% 12% 14% 16% 11% - 137 45% 25% 12% 31% 27% 18% 15% 15% 14% 12% 3% 104 54% 49% 31% 17% 22% 27% 9% 15% 9% 12% 5% 83
  84. 84. Demographics 84
  85. 85. Demographics - Adults Age Under 18 Internet Usage 0% 18 – 24 Avg. hours per week 24% 25-34 25% 18% 45-54 18% 55-64 13% 65-74 24 Work use 10 Total 35-44 Personal use 34 N = 2500 2% N = 2500 Avg. age = 37.6 yrs Gender 50% Device 50% Desktop computer 69% Laptop computer 73% Tablet 12% Smartphone e-book reader/e-reader 33% 5% Music device Female Male N = 2500 Gaming device 11% 15% N = 2500 S2. Please select your age range. S3. Please select your gender. S4. Do you, or does any member of your household, work in any of the following industries? 85 S5.How many hours per week do you use the Internet from any location using any device? Your best estimate is fine. S6. What device(s) do you use to access the Internet?
  86. 86. Demographics - Adults Marital Status 39% 32% 18% 9% 2% Single, never been married Single and living with a partner Married Divorced/Separated Widowed N = 2500 Employment status Education Employed full-time by someone else 36% Employed part-time by someone else 10% Self-employed Some high school or less 14% 10% Full-Time Student Part-Time Student 10% 4% Retired Not currently employed and not seeking a job N = 2500 28% Some college or technical training 21% College graduate 7% Not currently employed but seeking a job High school graduate 20% Graduate degree 10% 10% 6% Post graduate degree 7% N = 2500 D1.Are you? D2. What is your current employment status? D3. What is the highest level of formal education you yourself have completed ? 86
  87. 87. Demographics - Adults US 12% Canada 11% 20% $0 to0$25,000 16% $25,001 to $50,000 13% 13% $50,001 to $75,000 $75,001 to $100,000 18% 27% 32% N = 500 N = 500 Ireland 4% 3% $100,001 or more 20% Spain 7% 5% 2% Germany 3% 3% 17% 2% Less than 10,000 EUR 14% 12% 13% 25001 to 50,000 EUR 21% 50001 to 75,000 EUR 23% 20% 31% 34% N = 500 10,001-25,000 EUR N = 500 21% 75,001 to 100,000 EUR 100,001 or more N = 500 D5. Please specify your annual household income. : D6. Please specify your annual household income. 87
  88. 88. Demographics - Adults Statements that describes you best I usually buy a new technology or device before anyone else I know Online Services Social networking website 16% 69% Location based service I usually wait to buy a new technology or device until a few people I know have tried it 36% 14% Photos 27% Video I usually wait to buy a new technology or device until many people I know have tried it 23% Music General storage I’m usually one of the last people to buy a new technology or device 36% 28% 10% 24% Document management N = 2500 17% N = 2500 D7. Do you use any of the following online services to access and store your personal digital content?; D8. Which of the following statements describes you best? 88
  89. 89. Demographics - Children 69% 31% Parent of 8-14 year old kid aged 15-17 years Child Age Number of Persons Age and Gender of Internet Access N = 2500 92% 94% 1 2 3 8 to 9 7% 5% 1% 2% Less than 3 Adults 3 Adults Boys N = 296 81% Girls 4 Adults 26% 33% 10 to 12 4% 4% N = 176 35% 13 to 14 42% Boys 10 to 12 2 3 8% 4% 2% 2% Children under 15 Boys N = 182 2 3 6% 2% 1% 1% 4 Adults N = 289 Internet Access 3% 3% Yes Less than 3 Adults 37% 4 Adults Above 4 Adults 100% 7% 3 Adults Total N = 195 10% N = 158 93% 96% Boys Children aged 8-17 3 Adults Girls 84% Above 4 Adults Girls 1 13 to 14 N = 486 Less than 3 Adults 90% 94% 1 38% 25% 10% Above 4 Adults Adult 8 to 9 31% No 0% 25% Girls N = 142 N = 775 N = 775 S2 Are you: S3. How many persons in total currently live in your household? S4. How many children do you have living at home between the ages of 8 and 14? S5. Do your children access the Internet primarily using a computer, laptop, phone, gaming or other mobile device? S6. Please indicate the age and gender of the child who accesses the Internet most frequently? 89
  90. 90. Demographics - Children Internet Usage Device Avg. hours per week = 13.84 Less than 4 hours Desktop computer 0% 65% Laptop computer 4 to 10 hours 32% 11-15 hours Tablet 15% Smartphone 23% 16-20 hours 77% e-book reader/e-reader 18% 41% 7% Music device More than 20 hours 27% 32% Gaming device 40% N = 2500 N = 2500 • About eight in 10 (77%) children are from public schools, and their school is located in urban area (54%). Schooling School Location 77% 54% 23% 23% 15% Public Children aged 8-17 Private N = 2500 Rural Urban Suburban N = 2500 S8. What device(s) do/does you/your child (who accesses the internet most) use to access the Internet? S9. How many hours per week do/does you/your child (who accesses the internet most) use the Internet from any location using any device? Your best guess is fine? D1 Which of the following best describes the type of school you/your children attend? D2. Which of the following best describes the location of school you/your children attend? 90
  91. 91. Demographics - Children Statements that describes you best Online services Social networking website I usually buy a new technology or device before anyone else I know 78% 23% Location based service I usually wait to buy a new technology or device until a few people I know have tried it 38% 15% Photos 38% Video I usually wait to buy a new technology or device until many people I know have tried it 21% Music General storage I’m usually one of the last people to buy a new technology or device 53% 46% 13% 18% Document management N = 2500 22% N = 2500 Children aged 8-17 D5. Do you use any of the following online services to access and store your personal digital content? D6. Which of the following statements describes you best? 91
  92. 92. Demographics - Children US 9% Canada 8% 10% 8% $0 to $25,000 0 $25,001 to $50,000 14% 15% $50,001 to $75,000 23% 23% 23% $100,001 or more 16% N = 500 N = 500 Ireland 7% $75,001 to $100,000 Spain 3% 5% 5% Germany 2% 4% 12% 9% Less than 10,000 EUR 11% 7% 10,001-25,000 EUR 21% 14% 25001 to 50,000 EUR 13% 13% 21% 50001 to 75,000 EUR 75,001 to 100,000 EUR 31% 100,001 or more 32% N = 500 20% N = 500 N = 500 Children aged 8-17 D3. Please specify your annual household income. : D4. Please specify your annual household income. 92
  93. 93. © 2012 Microsoft Corporation. This material is provided for informational purposes only. Microsoft makes no warranty, express or implied.
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