Buzz Marketing Group's THIRD WAVE of our annual report profiling 20somethings. This month, we discuss Millennials and Internet Privacy.

1. Internet Privacy
REPORT
3.0
A T H I R D W AV E o f a n e w a n n u a l r e p o r t p r o f i l i n g 2 0 s o m e t h i n g s .

2. Who was
Involved?
9000
This network is used as a resource for
18.12 ethnographies, focus groups, personal
h ed 1.
Launc
interviews, immersion
420 members of experiences, surveys, and polls.
1,298 atte mpts Overall, this panel is composed of
our buzzSpotter® trend influencers, and represent all of
the “tribes” we have identified, which
network F ie lded o
nline
include: independents, preppies,
techies and alternatives. buzzSpotters®
participated in this Closed 2.3.12
survey,
66% /34%
female male
420 Par tic ipa n ts
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3. location
NY
22%
Rest of USA
The majority of 45% CA
participants are 12%
from these states.
IL
FL GA 9%
6% 6%
STATS BY STATE AND PERCENTAGE >>>
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4. AGE
26 - 29 YRS,
46%
The respondents
ranged in age from 23 - 25 YRS,
20 – 29 years. 30%
20 - 22 YRS,
24%
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5. ethnicity other
Latino 3%
10%
Asian
5%
64%
black
17% white
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6. Level of
education 1% Ph.D
Masters 12%
H.S. diploma
10%
Even though some recent
trends suggest that
Millennials are rethinking
the need for higher
39% 38%
education, or results show
Bachelor’s
that just 12 hold on to a associates
degree
high school diploma.
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7. Are you
familiar with
no SOPA?
21% 79%
YES
Are you
familiar with
PIPA?
no
e
0 so me th ings ar
27%
Nearly 8 0 o f our 2 are o f th ese
yes r a t least aw
fo llo wing, o s.
imp o r tan t issue
73%
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8. are
20 so me th ings Censorship
78 o f our osed
of
to an y type c ided.
co m ple te ly opp y 12 are u
nde
le o nl In favor
ce n so rsh ip, wh i undecided
of
12% 10%
78% Opposed to
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9. Do you set your
profiles to
private?
26%
sometimes
yes
no 11% 63%
ive ly
m e th ings ac t e n give n
63 o f our 20 so y se ttings wh
ac
c o n tro l th e ir p riv
nity
th e oppo r tu
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10. do you feel
protected
Not at all yes
online?
10% 4%
internet I think it is
generally well
I don’t think it protected
is very well 44%
protected
42%
d
are ve r y divide
Our 20 so me th ings el
te c ted th e y fe
o ve r h o w p ro
o nline
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11. How often Do you
give personal
info?
never
o nal
e th ings give pe rs , always 4%
66 o f our 20 so m so me o f th e time
least
o rma tio n a t pe rso nal in
fo. 9%
inf
wh ile o n ly 4 ne ve r
give
Usually 26%
rarely
20%
37%
sometimes
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12. How often do
always you give false
3% info?
usually
8%
17% 38%
sometimes
never
33%
rarely
nal
ng 7 1 o f pe rso
An o ve r wh e lmi ou r
info rma t io n give n b y c c ura te
a
gs o nline is
20 so me th in
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13. Do you watch tv
shows & movies
online?
Television -- internet no
21%
yes
o f ou r 20 so me th
ings 79%
A larg e majo rity o wa tc h th e
ir
ne t t
are usin g th e in te r vies
sh o ws and m o
favo rite T V
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14. no t
me th ings h ave Do you download
Only 30 o f our 20 so th e ir p rima
ry
t as music online?
tur ned to th e in te r ne ic.
tting th e ir mus
so ur c e fo r ge
no
30%
yes
Radio --- internet 70%
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15. How much would you
pay for these services
$20 per More than $20 per month which are currently
month free?
$15 per 5%
month 5%
5%
Absolutely
$10 per month nothing
20%
23% 42%
$5 per month
no t
so me th ings would
early h alf o f ou r 2 0 nly 15 wou
ld
N and o
fo r th e se se r vic es 10 p e r m o n
th
pay h an
pay m o re t
be willing to
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16. I use the internet
primarily for …
other work
10% Studying
entertainment 12%
purposes
7%
Personal
studying entertainment 71%
lac e
te r ne t is a p
It is c lear th a t th e in h an
nm e n t m o re t
fo r e n te r tai r our 20 so me th ings
fo
an y th ing e lse
work buzzmg.com

17. el
e th ings still fe Is recording your
0 o f our 20 so m n if th e y give activity online a
Su rp risingly 6 ing vio la ted e ve
e
p rivac y is b . violation if you
th e ir o r th e ir ac tivity
o n to m o nit
allow me to?
pe rmissi
unsure
17%
no yes
22% 60%
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18. Censorship is wrong. We How do you
should each be responsible for really feel
our online activity and take about SOPA &
necessary measures to
I understand wh y artist who make Pipa?
protect our own privacy just a living off of their music and
as we have been since the movies are upset about copyrigh t
inception of the internet. infringement. But SOPA is taking
that to an extreme, giving the
government permission to shut down
a sigh t for minor infringements.
I think it will hinder I think it s awful. I use the
certain possibilities for Internet daily for both work
networking and rapid and entertainment purposes. I
progress that has up until do Search Engine Optimization
now been due to ubiquitous and it makes me nervous that
sharing of information. I could lose out on a job
because of this act.
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19. KEY THE Y R E DIVIDED ON
ONLINE SAF E TY. With an
FINDINGS almost even split, our
20somethings do not agree
about their online safety. In
fact, only 14 are sure about
how they feel one way or the
other
THE Y ARE DEF INE TL Y
THE Y S TILL F EEL USING THE IN TE R NE T
VIOLA TED E VE N IF THE Y TO GE T THEIR
CONSE N T. Only 22 didn t CON TE N T. Whether it is
feel violated by having their music, movies, tv, or news, our
online activity monitored even 20somethings are using the
though they accepted the terms internet to satisfy all of their
of service entertainment needs.
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20. UP F INANCES. We know that
for the most part,
Millennials are employed,
NEXT… but how are they spending
their money What
matters most
FAITH. Our next wave will POLITICS. With the
focus on Millennials and Presidential Election
faith . We know that they looming, we ll have our eye
are less influenced and less on candidates and talk to
involved than their parent s Millennials about their
generation. We ll explore November predictions.
these trends further with a
group of Millennials.
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21. CONTACT
US
Buzz Marketing Group
1515 Market St.
Suite 1810
Philadelphia, PA 19102
215.399.5679
www.buzzmg.com
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