Presentation on theme: "Teen Online Reputation Survey"— Presentation transcript:
1 Teen Online Reputation Survey Prepared by Cross-Tab Marketing Services &Telecommunications Research Group forMicrosoft Corporation
2 BackgroundPurpose: To understand the attitudes, awareness and behaviors of teens and their parents regarding the importance and management of their online reputation.Sample:Online panelTeenagers 13-17; N=1000; Parents of teenagers; N=1000Geographic scope – U.S.Access the Internet at least 3 or more hours per weekMethodology: 15-minute online survey for teenagers; 10-minute online survey for parents of teenagersStudy dates: Conducted by Cross-Tab Marketing Services July 13-20, 2010
3 Executive SummaryTeens feel more in control of their online reputation than parents. Teens share more personal information and as a result, expose themselves to more risk.Teens acknowledge the importance of limiting access to the information they post online.Teens accept that they are primarily responsible for protecting their online reputation.Yet, less than half of teens and parents really think before posting information online.Teens believe the benefits of sharing information online outweigh the risks with the exception of location sharing.Yet, teens share their location often with family/friends (90%); with businesses (85%) and with the general public (84%).Parents are much more cautious when weighing the benefit-to-risk tradeoff.Teens share considerably more information than parents.Among teens, names (90%), photos (82%), hobbies/“things I like to do” (79%), and birthdays (76%) are the most commonly shared pieces of information.The types of information parents share most is similar to teens: names (66%), addresses (57%), photos (54%), and hobbies/ “things I like to do” (43%).
4 Executive SummaryTeens feel less vulnerable about their personal information affecting their online reputation compared with parents.Fifty-nine percent of teens vs. 40% percent of parents strongly disagree that they have no control over online reputationThirty-seven percent of teens vs. 53% of parents are concerned that their personal information could be used to harm themForty-seven percent of teens vs. 68% of parents report they do everything they can to protect their online reputationTeens who don’t feel in control of their online reputation report the highest incidence of negative consequences (29%), resulting from posting personal information online.The incidence of negative consequences from posting personal information is 50% less among teens who say they do everything possible to protect their online reputation vs. those who don’t.
5 Executive Summary Teens and parents worry about different things. Naturally, teens and parents have different priorities and this is reflected in what they believe are the worst outcomes if their online reputations were harmed. Teens worry most about getting into college (57%), getting a future job (52%), and being embarrassed (42%). Parents worry most about fraud (54%), being embarrassed (51%), and future career (43%).Teens and parents are most concerned about the general public gaining unauthorized access to their personal data. A majority (69%) of respondents state that they would reduce sharing information online if they knew the general public could view their information posted online.Teens tend to have a lower overall level of concern regarding potential consequences of a negative online reputation. Yet, teens tend to think longer term (next 1-5 years) than parents (now to 3 years) about potential consequences.
6 Executive SummaryTeens are doing a good job of protecting their online reputations, but admit they can do better.9 in 10 teens and parents take steps to protect and manage their online reputations.The vast majority (80%+) of teens report no harm to themselves or others from information they have posted online.In situations where hurt or harm was self-inflicted, the most common consequences were embarrassment (72%), lost friends (40%), upset parents (32%), and cyberbullying (26%). When the damage was done to others, the most usual outcomes were embarrassment (60%), lost friends (47%), cyberbullying (44%), and upset parents (32%).7 in 10 teens take additional action after they have experienced hurt or harm to themselves or others.Teens who fail to alter their behavior after a bad event report a higher incidence of having friends in their social network whom they’ve never met in person.90% of teens admit they are partially (65%) or totally (25%) responsible for what happened to them when their online reputation was hurt or harmed.Over half of teens (57%) say they have never met in person “some” of their social networking friends. A small percentage (5%) say they have “a lot” of friends whom they’ve never met in person.
7 Executive SummaryFacebook is the favorite place to post personal information.Almost all (97%) teens report using Facebook. A much smaller percentage use Twitter (32%) and Formspring (15%).Most teens check their social networking account more than once per day (67%).On average, teens use three different devices to access their social networking account.Most commonly used devices are their own home computer/laptop, a school computer, and a mobile phone.
8 Executive SummaryDifferences between girls and boys have implications for raising awareness and education about protecting their privacy.Boys and girls suffer different consequences from leaked information.Top consequences for girls: Lost friends, upset parents, cyberbullyingTop consequences for boys: Kicked out of club or organizationGirls think longer term than boys regarding the consequences of poor reputation management.Top concerns for girls: Not getting into college, not getting a job, school suspensionTop concerns for boys: Lose friends, embarrassedGirls are more concerned overall about their online reputation than boys.Girls are more likely to do everything they can to protect their personal information.Girls share more information than boys except for , home address, phone numbers.Girls rely more heavily on social networking to learn how to protect their online privacy, while boys rely more on technology companies.Girls post information that is more likely to hurt others than themselves.Boys feel slightly more in control than girls.Boys are much less concerned about unauthorized access for all types of information – especially comments posted online, and details about school and friends.Boys take fewer steps to protect themselves with a few exceptions (e.g., secret accounts, using alias).Boys use fewer social networking sites and access them less often.
9 Recommendations: Take Charge of Your Online Reputation Discover what is on the Internet about youUse search enginesType your full name into several popular search engines. Search for images as well as text.Search all variations of your name—other names you have used, nicknames, or middle name or initial. Include personal domain names (yourname.com) in your search.Search sites you frequent—online directories and sites that compile public records, genealogy sites, the websites of organizations to which you belong—even your own pages.Search blogs and social networksReview what others have posted about you in comments, pictures, or videos. Explore blogs, personal pages on social networks (Facebook, LinkedIn, Twitter), or photo-sharing sites like Flickr and Snapfish.Evaluate your online reputationThink about the story this information tells.Does it reflect the reputation you want to have? If not, what is missing?Is it accurate? If not, what should be deleted or corrected?Do you need more than one online profile—whether professional, personal, or for an area of interest, like a hobby or volunteer work? If so, is it okay to mix info from different profiles?Do you want your profiles to be public or more private?
10 Recommendations: Take Charge of Your Online Reputation Protect your online reputationThink before you shareThink about what you are posting (particularly suggestive photos and videos), who you are sharing the information with, and how it will reflect on you.Talk with friends about what you do and do not want shared. Ask them to remove anything you don’t want disclosed.Treat others as you would like to be treatedBe civil in what you say and show on the web.Respect others’ reputations and privacy when you post anything about them (including photos).Stay vigilantSign up for alerts. Some search engines will notify you automatically of any new mention of your name or other personal info.Occasionally, search for yourself, following the steps in “Discover what is on the Internet about you.”Periodically reassess who has access to your pages. It is okay to remove those who no longer belong.
11 Recommendations: Take Charge of Your Online Reputation Cultivate your professional reputationPublish the positiveCreate what you want others to see. Link anything you publish to your name.Join a professional network such as LinkedIn or CareerBuilder. Put together a robust profile and make connections. Ask for recommendations from those who know your work well.Comment on career-oriented blogs and participate in online forums where you have expertise.Start a blog/website in your name, selecting a subject you are knowledgeable about. Invite comments.Consider separating professional and personal profilesUse different addresses, screen names, blogs, and websites for each profile.Don’t link your real name (or sensitive personal information such as your home address, phone numbers, or photos) with other profiles you create. Avoid cross references.Add personal information to your professional profile judiciously and only if it reflects well on that image.Look for Settings or Options to help you manage who can see your profile or photos, how people can search for you, who can comment, and how to block unwanted access.Restore your online reputationIn a respectful way, ask the person who posted it to remove it or correct an error.If the person doesn’t respond or refuses to help, ask the website administrator to remove the content.If you feel a public correction is necessary, present your case simply and politely.Consider using a service such as Reputation.com to help you restore your reputation.
12 Helpful Resources Tips for managing your online reputation: General online safety tips:Follow us onFollow us onVisit us on
14 Hobbies/Activities 58%, 43% Hobbies/Activities 41%, 79% Teens Acknowledge the Importance of Limiting Access to the Information They Post OnlineTeens are mindful of protecting addresses, phone numbers and details about family & friends, but they are less diligent about protecting photos, and names which puts these types of information at greater risk.Teens share more personal information online than parents in terms of volume and variety.Family details 91%, 18%Friend details 87%, 13%Phone number 87%, 22%Workplace details 86%, 10%Address 86%, 25 %Birthdays 71%, 38%Places I like to go 65%, 26%Comments 63%, 39%Hobbies/Activities 58%, 43%Photos 80%, 54%85%, 57%Names 77%, 66%Address 88%, 12%Phone number 87%, 31%Family details 81%, 20%Friend details 71%, 29%Places I like to go 68%, 29%School details 60%, 44%Photos 76%, 82%75%, 66%Names 57%, 90%Comments 57%, 67%Birthdays 56%, 76%Hobbies/Activities 41%, 79%Things I’ve Posted (%)Importance – keep info private (%)TEENS: Activity (importance %, posted %)50%PARENTS: Activity (importance %, posted %)
15 Teens Overwhelmingly Feel They Are Most Responsible for Protecting Their Online Privacy Teens look to social networking sites to provide them with information about protecting their online privacy. Technology companies (e.g., software, cell phone, Internet Service Providers etc.) are another importance source of privacy protection information.
16 Less than Half of Teens & Parents Give Much Thought Before Posting Information Online Teens and parents are remarkably similar when it comes to how much thought is given before posting information online.How much thought is given prior to posting information doesn’t vary much whether the information is about themselves or others.Think before posting information about myself that could hurt ME55%57%Think before posting information about others that could hurt ME55%59%Think before posting information about others that could hurt THEM55%
17 The Benefits of Sharing Information Outweigh the Risks with the Exception of Location Teens say the risks of sharing their location outweigh the benefits but most do it anyway. 90% of teens share their location with family/friends; 85% with businesses; 84% with the general public.ACTIVITIESFinding friends for social activitiesPlaying online gamesSocializing online (chat, posts, etc.)Sharing my interestsTagging photosPosting photosRevealing activities you are participating inSharing my current location with family/friendsSharing my current location with apps or businessesSharing my current location with the general publicBenefit is HigherTop 2 box %56%55%51%46%45%37%29%12%7%Risk is HigherBottom 2 box %13%15%14%21%34%52%64%Benefits outweigh the risksRisks outweigh thebenefits
18 Parents Are Much More Cautious When Weighing the Benefit vs Parents Are Much More Cautious When Weighing the Benefit vs. Risk of SharingGames are the only activity for which parents believe the benefits clearly outweigh the risks.ACTIVITIESPlaying online gamesFinding friends for social activitiesSocializing online (chat, posts, etc.)Posting photosSharing my current location with family/friendsSharing my interestsTagging photosRevealing activities you are participating inSharing my current location with apps or businessesSharing my current location with the general publicBenefit is HigherTop 2 box %15%11%10%8%7%5%4%Risk is HigherBottom 2 box %13%17%12%23%33%Benefits outweigh the risksRisks outweigh thebenefitsQ2. For each of the following please indicate on a scale of 1-5 whether you feel the benefits of the online activity outweighs the potential risk. 1= benefit completely outweighs risk; 5 = risk completely outweighs benefit
19 Teens Share More Information than Parents Teens and parents generally share less information about friends and family than they do about themselves.Information SharedTeensParentsNames90%66%Photos82%54%Hobbies / things I like to do79%43%Birthdays76%38%Comments I post online67%39%addresses57%Details of my school44%naPhone numbers31%22%Places I like to go29%26%Details about my friends13%Details about my family20%18%Details about my workplace10%Address12%25%Other1%
20 Teens Feel They Have More Control over Their Information than Parents Only 47% of teens do everything possible to protect their online reputation. Teens may be putting themselves at higher risk due to their belief in the amount of control they have.Parents may feel less competent in managing their online reputation and possibly monitor themselves less frequently than teens.Compared to parents, teens believe they have more control…Which leads to lower concern…And less action…Q1 I am concerned that my personal information could be used to harm my online reputationQ2. I do everything I possibly can to protect my online reputationQ3. I don't have any control over my online reputation20
21 Teens Who Feel They Don’t Have Control Report The Highest Number Of Negative Events Q3. I don't have any control over my online reputation11% sayinformation I’ve posted online has hurt or embarrassed me59%> 61% increase29% sayinformation I’ve posted online has hurt or embarrassed me6%
22 Teens Who Do Everything Possible Report Half The Incidence Of Negative Events Q2. I do everything I possibly can to protect my online reputation26% sayinformation I’ve posted online has hurt or embarrassed me7%50% decrease47%13% sayinformation I’ve posted online has hurt or embarrassed me
23 Teens Worry About College & Jobs Parents Worry About Fraud & EmbarrassmentWorries for both teens and parents are consistent with actual negative outcomes in situations where the online reputations of theirs or others are harmed.
24 Teens Worry Most About Strangers Having Unauthorized Access Teens also worry about “gatekeepers” who have significant influence over their lives now and in the near future.Information that was rated very or somewhat important to protect that is posted onlineNamesAddressesPhone numbersaddressesDetails of my workplaceDetails about my familyDetails about my friendsPhotosHobbies / things I like to doBirthdaysPlaces I like to goComments I post onlineBase514105265493263166202621326422195385General public61%58%57%63%59%60%62%Government29%30%34%33%36%32%37%26%42%Teachers24%31%23%35%20%25%43%Future employers27%28%22%19%45%Law enforcementCollege admissions18%21%FriendsNeighbours, casual friendsParentsSiblings17%Extended family15%Boyfriend/girlfriendOthers3%1%2%
25 Parents Worry Most About Strangers Having Unauthorized Access Parents also want to keep details of their workplace private from friends.Information that was rated very or somewhat important to protect that is posted onlineNamesAddressesPhone numbersaddressesDetails of my workplaceDetails about my familyDetails about my friendsPhotosHobbies / things I like to doBirthdaysPlaces I like to goComments I post onlineGeneral public50%40%46%26%44%33%49%47%48%54%Friends36%35%45%34%37%31%32%My children28%30%25%27%Neighbours, casual friends23%20%Parents24%19%22%21%SiblingsExtended family29%My current employer18%16%Future employersGovernmentLaw enforcement17%Others3%2%4%1%Base50621719347984166109430253267170247
26 Teens Worry Most About Strangers Having Unauthorized Access 69% of respondents state that they would limit what information they share online if they knew that the general public could view their information posted online.From whom are you most concerned about protecting the things you post online?General public38%Parents15%College admissions13%Future employers9%Friends6%Fellow students4%Government3%Boyfriend/girlfriend2%Other acquaintancesExtended familyLaw enforcement1%SiblingsTeachersOthersIf you knew the general public could view your information online; what would you change?I wouldn’t do anything differently than I do now17%I would reduce what information I share online69%I would completely stop sharing information online10%Don’t know4%
27 Parents Worry About Consequences Now Teens Think a Little Further Out Nearly half of parents have concerns that information posted online could harm them in the near term (e.g., now to three years).Teens differ from parents by having a lower overall level of concern. They also differ by focusing on the next 1-5 years when presumably they are worried about college admissions and future employment opportunities.
28 9 in 10 Teens Take Steps to Manage Their Online Reputation The most common steps taken are using privacy settings and being more selective about who/what information is shared with online.Steps TakenUsing privacy settings on social networking accounts, , browser76%Being more selective about what I share online68%Being more selective about who I friend onlineManaging/disabling location features on phone, social networking accounts, other55%Not geotagging photos30%Read privacy policies of the sites and services they use29%Regularly check search results on my name22%Using an alias on or social networking accounts17%Making profile visible/invisible at different times of day15%Having secret accounts14%Asking friends not to tag my name to their photos of me12%I chat or post comments to friends in “code” so only they know what I’m talking about7%Other2%
29 Nearly 9 in 10 Parents Take Steps to Manage Their Online Reputation Parents take similar steps as teens to protect their online reputation. However, parents report a lower incidence of steps taken vs. teenagers.Steps TakenUsing privacy settings on social networking accounts, , browser56%Being more selective about what I share online54%Being more selective about who I friend online49%Read privacy policies of the sites and services they use39%Managing/disabling location features on phone, social networking accounts, other36%Regularly check search results on my name25%Not geotagging photos22%Using an alias on or social networking accounts19%Asking friends not to tag my name to their photos of me17%Having secret accounts11%Making profile visible/invisible at different times of day10%I chat or post comments to friends in “code” so only they know what I’m talking about2%Other4%
30 8 in 10 Teens Report No Negative Consequences from Information They Have Posted Online Embarrassment, lost friends, upset parents and cyberbullying are the most common negative consequences reported as a result of posting information online.
31 Most Teens Take Action to Better Protect Their Online Reputation After a Bad Event Approximately 1 in 3 teens do not take more steps to protect their online reputation after they or someone else they know has a negative experience.Steps TakenBe more selective about who I share information with81%Be more selective about who I friend72%Be more selective about where I share information67%Pay more attention to my privacy settings60%I’m more careful about the comments I make about othersI’m more careful about the language I use in my comments58%I’m more careful about the subjects I comment about56%Be more selective about who I share my location with52%I make more effort to manage my social networking profiles45%I’m more careful about which photos I tag34%I’m more careful about my friends tagging photos of meI take more time to understand the privacy policies of sites I use25%Conduct searches on my name more frequently17%Other1%None of the aboveYes
32 Teens Admit They Often Fall Short in Actively Managing Their Online Reputation
33 Over 6 in 10 Teens Include People They Have Never Met in Their Online Social Network Everyone uses Facebook and one other social networking site86% access social networking sites at least once a day or more12Average # of social networking accounts = 1.8Strangers make up a significant number of teens’ social networking friendsThe majority know about ownership rights of information posted online34
34 There are a lot of people I don’t know in person Teens Who Don’t Change Their Behavior Are More Likely to Have “Friends” They’ve Never MetYesNo7% sayThere are a lot of people I don’t know in person18% say
35 Social Networking Sites Are The Primary Repository for Teens’ Personal Information Platforms used by teens to post information onlineNamesAddressesPhone numbersaddressesDetails of my schoolDetails about my familyDetails about my friendsPhotosHobbies / things I like to doBirthdaysPlaces I like to goComments I post onlineBase899120305660435204286816793760287674Social networking sites95%72%89%91%94%97%96%Personal web site10%14%9%11%5%8%6%Online Photo albums12%2%4%16%3%Blogs13%7%Other Sites32%18%15%
36 Social Networking Sites Are The Primary Repository for Parents’ Personal Information Parents also post most of their online information on social networking sites. However, they also use other sites to post information such as addresses and phone numbers.Platforms used by Parents to post information onlineNamesAddressesPhone numbersaddressesDetails of my workplaceDetails about my familyDetails about my friendsPhotosHobbies / things I like to doBirthdaysPlaces I like to goComments I post onlineBase65725122156698183126537433377261392Social networking sites81%51%50%66%67%72%79%85%80%82%88%Personal web site17%27%25%23%18%21%15%12%Online Photo albums14%11%9%10%30%Blogs8%20%16%7%Other Sites45%42%32%6%13%
37 Teens Use an Average of Three Devices Average age is 16.1 years oldEvenly split by gender12Almost half are online more than 14 hours per weekOnline access from multiple devices34Average # of devices used = 3
38 Parent Sample Profile 1 2 3 4 Average age is 45 years old Evenly split by gender12Almost half are online more than 14 hours per weekOnline access from multiple devices34Average # of devices used = 2
39 This material is provided for informational purposes only This material is provided for informational purposes only. Microsoft makes no warranties, express or implied.