Online reputation management survey presentation

Online Profile & Reputation Perceptions Study

Ian BrackenburyThomas WongMicrosoft Corporation

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 Audience Fieldwork

Dates

US, Germany, Ireland, Spain and Canada

Online panel

• Total of 5000 interviews

• 1000 per country equally split between adults and children

• 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

November 11th –

November 24th , 2011

Background

2

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

Questionnaire Overview

3

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.

Definition of Key Terms Used

4

Perceptions are evolving about what contributes most to online profiles

Online activities that have been available for a long time and enjoy high usage and/or widespread adoption are considered more likely to be the top contributors to online profiles. Email (74%), online shopping (32%), online banking (31%) and social networking (31%) are considered the top contributors.

Relatively newer activities like Twitter (4%), online coupons (3%), location-based services (1%) and health management (1%) are not considered big contributors to online profiles.

Children differ from adults in reporting that the following activities contribute more to their online profiles: Social networking (42% vs. 31%), online gaming (42% vs. 23%), downloading/streaming music, video (41% vs. 17%) and uploading photos (12% vs. 6%).

Consumers may underestimate how much their online activities contribute to online profiles and influence online reputations

Overall, consumers understand that their online profile grows as the level of participation for any given activity increases. However, some activities with high participation rates are not seen as big contributors to online profiles.

Social networking activities are ranked as only the 4th highest contributor to online profiles. Yet, photos or comments posted on a social network, webpage or blog are the leading contributors to positive AND negative influences to people’s online reputation. Similarly, uploading photos in general is not seen as a big contributor to online profiles (adults-6%, children-12%), but photos have one of the biggest positive/negative influences on online reputations.

Children more than adults recognize social networking as a significant contributor to their online profiles.

Executive Summary

5

Most consumers feel in control of their online profilesMost adults (67%), and children (73%) report feeling in control of their online profiles. Those with feelings of complete control compared to people who feel they have no control at all are:

Less likely to take steps to actively manage their online profiles (89% vs. 81%)Slightly more likely to post content that is hurtful to others (13% vs. 9%)

Less than half of Adults and Children think actively think about the long-term impact their online activities may have on themselves and others

On average, only 44% of Adults and children actively think about the consequences of their online activities on their own personal reputation; and only 38% think about the long-term impact their online activities may have on the reputations of others. Those who actively think about how their online activities impact others are much more likely to take steps to manage their online profiles. Adults (57%), and children (55%) are mostly mindful of information they might be exposing or leaving behind while engaging in online activities. A majority keep personal and work/school profiles separate (57%, 52%).

Executive Summary

6

Yet, most consumers are good about not causing harmAdults (88%) and children (82%) have done a good job of limiting the amount of hurtful information they post online. The majority of hurtful information posted is unintentional. (72%, 72%). Most adults (82%) and children (73%) have never purposely posted information they knew could potentially be hurtful to someone else. Embarrassing information (e.g., photos, confidences breeched) or direct personal attacks are the most common examples of harm.Adults (83%) are better than children (73%) at keeping private information from becoming public. Information about personal lives (56%), photos (38%) and birthdays (31%) are typically what gets leaked. Children (44%) cite information/details about my friends not staying private most often.

Online activities have a perceived net positive to neutral influence on online reputations

On average, positive influences outweigh negative ones by 5 to 1 for adults and 7 to 1 for children. Email (45%), search (28%), shopping (27%) and text messages (25%) have the largest net positive influence for adults. Overall, children see more net positive influences than adults. The activities seen having the biggest net positive influences for children are email (45%), social networking (36%), text messages (36%) and uploading photos (35%).

Executive Summary

7

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

Half to three-quarters report a neutral influence on online reputations depending on the scenario with children reporting less neutral influences than adults: My posts’ influence on my reputation (adults-63%, children-48%), My posts’ influence on friends/family reputations (75%, 65%), friends’/family’s posts’ influence on my reputation (69%, 56%).Among non-neutral influences, positive influences outweigh negative influences by a factor of two to four times.

Online posts about myself have the highest positive influence (31%, 44%) on my reputation. This number is three times greater than the negative influences (9%, 15%).The most frequent positive and negative influences come most often from the same source; social networking in the form of comments and photos.

Most impacts from online activities are perceived to be neutral Adults (65%) and children (51%) say that their online activities have more of a neutral impact on their family’s/friends’ online reputations compared to positive (31%, 44%) or negative (9%, 15%) impacts.

In cases of positive impacts, the most common are saving a friendship (64%, 46%), helping someone get a job (adults - 46%) or defending someone who was being cyberbullied (children - 51%). In cases of negative impacts, the most common are losing a friendship (49%, 51%), and being socially embarrassed (42%, 46%).

Executive Summary

8

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 15-17 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.

Executive Summary

9

Perceptions Are Evolving About What Contributes Most to Online Profiles

In general, high usage/mature online activities are considered more likely to be top contributors to online profilesSome activities with high participation rates (>50%) are not yet perceived to be top contributors Social networking, online gaming and downloading/streaming videos, music and movies are much higher contributors for children vs. adults

Q1. Of the online activities that you participate in, which three do you think contribute most to your own online profile?

Email

Online s

hopping

Online b

ankin

g

Socia

l netw

orking

Searc

h queries/

surfi

ng the w

eb

Play onlin

e gam

es

Download or s

tream

music

, video

s or m

ovies

Send an

d rece

ive te

xt mess

ages

Online f

orums a

nd communities

Internet-

based phone c

alls

Upload photo

s

Auctions o

r clas

sified

servi

ces

Personal

websit

e

Blog or p

ost co

mments

Shari

ng my l

ocation w

ith fa

mily/fr

iends

News s

haring s

ervice

like T

witter

Mobile phone o

r tab

let ap

plicati

ons

Subscr

ibe to onlin

e couponing s

ervice

s

Business

networki

ng site

like L

inkedIn

Shari

ng my l

ocation w

ith ap

ps or b

usiness

es

Enga

ge in

health

man

agem

ent s

ervice

s

Shari

ng my l

ocation w

ith th

e gen

eral p

ublic vi

a...

72%

32% 31% 31% 28%23%

17%10% 9% 8% 6% 5% 4% 4% 4% 4% 3% 3% 3% 2% 1% 1%

Top 3 Activities that Contribute to Online Profiles

Adults Children

1

2

Higher UsageMature

Lower UsageEmerging

1

2

3

3

10

Greater Participation = Greater Contributions to Profile

People intuitively understand that contributions to their online profile increases the more they participate in an online activity

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.

- 5 10 15 20 25 -

5

10

15

20

25

Top 3 Contributors vs. Participation

Top 3 Contributors to Online Profile (rank reversed)

Parti

cipat

e in

(ran

k re

vers

ed)

Activities (personal use) - adults1. Send and receive email2. Online shopping3. Online banking4. 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 worlds7. Download or stream music, videos or movies8. Send and receive text messages9. Participate in online forums and communities10. Make Internet based phone calls - e.g., Skype11. Upload photos taken with a camera or mobile phone12. Use online auction or classified services like E-bay, Craigslist, Amazon, etc.)13. Use a personal website14. Write a blog or post comments15. Sharing my current location with family/friends16. Use a news sharing service like Twitter, Pownce, FriendFeed, etc..17. Use mobile phone or tablet applications18. 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 businesses21. Engage in health management services or health discussion groups online-22. Sharing my current location with the general public via apps

4

3

2

1

5

6

7

8

9

10

11

12

1315

14

16

17

18

19

20

21

22

11

Adults ChildrenParticipate in

activityContributes to

profileParticipate in

activity Contributes to

profile

Send and receive email 93% 72% 85% 48%Search queries/surfing the web (from a desktop or mobile device) 82% 28% 75% 22%Online shopping 74% 32% 48% 16%Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.) 68% 31% 78% 42%Online banking 65% 31% 32% 9%Send and receive text messages 62% 10% 72% 15%Download or stream music, videos or movies 62% 17% 79% 41%Upload photos to a website taken with a camera or mobile phone 60% 6% 70% 12%Play online games including virtual worlds 58% 23% 76% 42%Use online auction or classified services like E-bay, Craigslist, Amazon, etc 58% 5% 42% 3%Participate in online forums and communities 53% 9% 53% 9%Write a blog or post comments 43% 4% 53% 6%Make internet-based phone calls - e.g., Skype 43% 8% 52% 11%Use mobile phone or tablet applications 43% 3% 54% 6%Subscribe to online couponing services like Groupon, Living Social, Tippr etc. 41% 3% N.A. N.A.Sharing my current location with family/friends 41% 4% 47% 5%Use a news sharing service like Twitter, Pownce, FriendFeed, etc.. 36% 4% 51% 6%Use a personal website 28% 4% 39% 4%Engage in health management services or health discussion groups online- 25% 1% N.A. N.A.Use a business networking site like LinkedIn, Monster, etc 23% 3% N.A. N.A.Sharing my current location with the general public via apps 23% 1% 27% 2%Sharing my current location with apps or businesses 20% 2% 24% 2%

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 .

Consumers May Underestimate Their Activities’ Contribute to Their Profiles

Some activities with high participation rates are not seen as big contributors to online profiles

12

Do not help me at all

Help me a little

Help me a lot

Helps me completely

49%56%

68% 67%

Children - Q3a. How concerned are you about your online rep-

utation?

Very/Somewhat Concerned (%)

Children & Parents Need More and Better Help from Their Parents

57% of parents give their children little or no help in managing their online reputationsParents who are helping are no more effective at preventing hurtful posts by their children than parents who are not helping at allChildren who are helped a lot by their parents have a much higher level of concern about their online reputations compared to children who get no help at all.

Help me completely;

15%

Help me a lot; 28%

Help me a little; 29%

Do not help me at all; 28%

Children - Q5a. How much do your parents help you to

manage and protect your on-line reputation?

Do not help me at all

Help me a little

Help me a lot

Helps me completely

19% 18%16%

20%

Children - Q8. Have you ever posted information online that has harmed others or hurt rela-tionships either intentionally or

unintentionally?

Yes (%)

1

2

1 2

3

3

13

Email

Upload photo

s

Texti

ng

Socia

l netw

orking

Searc

h

Download/St

ream

Use a

personal

websit

e Blog

Online g

ames

Online s

hopping

Twitt

er

LBS w

/frien

ds, fam

ily

Mobile

/Tablet

apps

IP calls

Foru

ms, co

mmunities

Online b

ankin

g

Auction

LBS w

/gen. p

ublic

LBS w

/busin

ess

0%

10%

20%

30%

40%

50%

60%

70%

Positive Influences on Online Reputation from Online Activities Increases with

Parental Help

Online Activity

Children are less likely to think actively about the impact their online activities have on themselves and othersChildren see less positive influences on their reputations from online activitiesOlder children (15-17) get less help from their parents than younger children (8-14)

1

2

2

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/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

Consider your own online profile when you edit or post content

Consider other people’s online profile when you edit or post content

Take steps to keep your personal and work/school online profiles separate

65%

57%

57%

54%

55%

49%

60%

57%

64%

52%

36%

35%

32%

32%

25%

52%

39%

49%

Actively Thinking About the Impact of Your Online Activities

(Always/Often %)

No help at all Help Completely

Help Completely

No help at all

1

Complete help

A lot of help

A little help

No help at all

25%

41%

26%

9%10%

23%

30%

37%

Q5a. How much do your parents help you to

manage and protect your online reputation?

Children 8-14 Children 15-17

3

3

Less Help from Parents Means…

14

I am ve

ry co

ncerned

I am so

mewhat

concer

ned

I am not v

ery co

ncerned

I am not a

t all c

oncerned

Don't know

23%32%

24%16%

4%

23%36%

25%13%

3%

Q3a. How concerned are you about your online reputa-tion?

Adults Children

7 in 10 Feel in Control of Their Online Reputation

Children feel slightly more in control than adultsOver half say they are concerned with 23% saying they are very concerned about their online reputation. This concern rises slightly when thinking about how others can hurt your reputation.

Complete contro

l

A lot o

f contro

l

A little Contro

l

No contro

l at a

ll

Don't know

17%

49%

26%

4% 5%18%

55%

20%3% 4%

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

Adults Children

12

1

2

I am ve

ry co

ncerned

I am so

mewhat

concer

ned

I am not v

ery co

ncerned

I am not a

t all c

oncerned

Don't know

28% 32%22%

14%4%

30%37%

20%10%

3%

Q3b. How concerned are you that your online reputa-tion may be harmed by content posted by someone

else?

Adults Children

15

The Relationship Between Control & Concern Is Complex

Q3a. How concerned are you about your online reputation?Q5. How much control do you think you have over your online reputation?

0%

5%

10%

15%

20%

25%

30%

35%

28%

10%

16%

30%

23%

10%13%

26%

Concern vs. Control

AdultsKids

I hav

e co

mpl

ete

cont

rol (

%)

I am in complete

control so I don’t worry

Doing all I can but must always stay

alert

Very concerned

Not at all concerned

Somewhat concerned

Not very concerned

As the level of concern increases, feelings of control begin high, drop and then rise again. This pattern suggests that two distinct attitudes exist towards managing online profiles and reputations.

16

Likelihood of Managing One’s Online Profile Decreases As Feelings of Control Increase

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?

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, financial services company or other institution

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

Checked my credit report

Contacted a web site owner or administrator and asked them to remove unflattering or untrue content

Employed an online reputation management company

Have not taken any steps

0% 10% 20% 30% 40% 50% 60% 70% 80%

Steps Taken to Manage Online Profiles - Adults

No control at all A little control A lot of control Complete control

Having “complete control” may give consumers a false sense of security which causes them to be LESS proactiveThose who feel they have no control at all are the least likely to be proactive

1

1

2

2

17

Feeling in Control Doesn’t Reduce Chances of Posting Content that Hurts Others

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?

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%19% 19%

18% 18%

13%12%

13%

9%

Control vs. Causing Harm

AdultsChildren

Som

ethi

ng I

post

ed h

urt s

omeo

ne

No control at allComplete control A little controlA lot of control

The level of hurt doesn’t vary much by level of control

18

9 in 10 Have Taken Steps to Manage Their Profile At Least Once

Over 90% of adults and children have ever taken some step(s) to manage their online profiles. Name searches (63%) and using privacy settings on social networks (51%) are the most common steps taken by adults and childrenChildren are more likely to take additional steps like checking what other people are saying about them (45%) and asking someone to remove content about them (34%)

Q6. Which of the following steps have you ever taken to manage your online profile?






Ask someone to remove online content related to myself ( e.g., photos, text or video, etc…) because I felt it might harm my reputation






Other

63%

51%

47%

41%

32%

21%

17%

13%

9%

8%

3%

1%

61%

55%

48%

40%

45%

34%

21%

6%

7%

1%

Steps Taken to Manage Your Online Profile

ChildrenAdults

2

1

3

3

1

2

19

Only 44% Think Actively About the Consequences of Their Online Activities

Consumers are most contentious about information they might be exposing and separating personal from work or school profiles.Not surprisingly, consumers actively think about the consequences for themselves first; then others. They are also less likely to think long-term about the impact their online activities may have on themselves and others.

Q4. On a scale where, 1=Always, 2=Often, 3=Sometimes, 4=Rarely, 5=Never, please tell us:How often do you:

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

57%

57%

49%

46%

44%

43%

40%

38%

36%

52%

55%

53%

43%

44%

44%

39%

39%

34%

Thinking About the Impact of Your Online Activities(Always/Often %)

ChildrenAdults

AverageAdults = 44%Children = 44%

2

1

1

2

20

Think Actively and You’re More Likely to Take Steps to Manage Your Online Profile






Ask someone to remove online content related to myself ( e.g., photos, text or video, etc…) because I felt it might harm my reputation






Other

67%

57%

53%

48%

34%

25%

18%

12%

4%

9%

2%

1%

57%

45%

43%

35%

18%

14%

11%

16%

14%

6%

2%

1%

Steps Taken to Manage Your Online Profile

Rarely

Often

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?

Actively Think

Getting consumers to think actively is one of the best ways to increase management of online profiles

21

12%88%

Adults

YesNo

18%82%

Children

YesNo

Consumers Are Mindful About Not Posting Hurtful Information

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

28%

72%

Unintentional

Intentional

Adults are a bit better at managing their postings than children. The “harmed” figures for both adults and children is remarkably similar to the reported incidence of Cyberbullying from other TwC research. Most reported abuse is unintentional (72%). Embarrassing information (e.g., photos, confidences breeched) or direct personal attacks are the most common examples of harm.

1

2

21

Q8. Have you ever posted information online that has harmed others or hurt relationships either intentionally or unintentionally? “Posted a picture of my friend that I

didn't know she didn't want up on Facebook.”

“I didn't realize the person had people on his Facebook that were not aware of his relationship status.”

Adults

“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.”

Children

“I spread malicious rumours about my colleague because I was angry with him.”

“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.”

Adults&

Children

22

17%83%

Adults

YesNo

Q11. What type of information did you share publicly? Adults Children

Base 434 664Information about my personal life 56% N.A. Photos of me or my family 38% 36%My birthday 31% 34%Hobbies / things I like to do 26% N.A.My cell phone number 25% 23%Information about my job 20% N.A.My home address 19% 16%Places I like to go 19% 19%Information about my kids 18% N.A.Comments I post online 17% 21%Info/Details about my friends 15% 44%Details of my work 12% N.A.Others 2% 4%Information about my family N.A. 29%Information about my school N.A. 24%Text messages N.A. 16%

Adults Are More Careful Than Children About Keeping Information Private

Less than one in five adults report unintended information leakage. It’s higher for children (27%). Details about personal lives (56%) and personal photos (38%) are the most common shared information about adults that don’t stay private. For children it’s information about my friends (44%), Photos of me/family (36%) and my birthday (34%).

1

1

2

2

Q10. Have you ever shared something publicly that you intended to keep private?

27%73%

Children

YesNo

23

Less Than One in Five Purposely Posts Information that Could Potential Hurt Someone

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.

4%

14%

38%

44%

5%

21%

40%

33%

Q12. Have you ever posted something online that you knew had the potential to make someone uncomfortable?

Adults Children

If harm was possible, most say they didn’t intend to hurt the other person1

1

24

Positive Influences Outweigh Negative Influences by a Wide Margin

Email (45%), search (28%), shopping (27%) and text messages (25%) have the largest net positive influence.Location-based services and coupon services are activities considered to have the smallest net positive influence.

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.

PositiveInfluence

Negative Influence

Positive/Negative

RatioNo

Influence*Diff

Positive Negative

Base - 2500Send and receive email 47% 2% 24 34% 45%Online shopping 31% 4% 8 44% 27%Online banking 27% 5% 5 49% 22%Search queries/surfing the web (from a desktop or mobile device) 31% 3% 10 42% 28%Download or stream music, videos or movies 23% 7% 3 45% 16%Sharing my current location with family/friends 23% 12% 2 39% 11%Sharing my current location with apps or businesses 19% 15% 1 44% 4%Sharing my current location with the general public 18% 20% 1 41% -2%Make internet based phone calls – e.g., Skype 28% 6% 5 48% 22%Use mobile phone applications 23% 6% 4 51% 17%Upload photos to a website taken with a camera or cell phone 29% 7% 4 34% 22%Send and receive text messages 29% 4% 7 45% 25%Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.) 32% 9% 4 31% 23%Use a business networking site like LinkedIn, Monster, etc… 25% 7% 4 47% 18%Use a personal website 27% 7% 4 44% 20%Write a blog or post comments 28% 8% 4 38% 20%Play online games including virtual worlds 26% 7% 4 41% 19%Use a news sharing service like Twitter, Pownce, FriendFeed, etc.. 25% 8% 3 41% 17%Use online auction or classified services like Ebay, Craigslist, Amazon, etc… 23% 6% 4 46% 17%Participate in online forums and communities 29% 6% 5 37% 23%Subscribe to online couponing services like Groupon, Living Social, Tippr etc. 20% 7% 3 51% 13%Engage in health management services or health discussion groups online 24% 6% 4 49% 18%

Average 27% 7% 5.0 42% 19%

* % for small positive/negative influences not shown

25

Positive Influences Outweigh Negative Influences by a Wide Margin

Overall, children see greater positive influences than adults (average differential 26% vs. 19%).Email (45%), social networking (36%), text messages (36%) and upload photos (35%) have the largest net positive influence. Location-based services has the smallest net positive influence.

Children - 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.

PositiveInfluence

Negative Influence

Positive/Negative

RatioNo

Influence*Diff

Positive Negative

Base - 2500Send and receive email 47% 2% 24 31% 45%Online shopping 27% 4% 7 51% 23%Online banking 23% 4% 6 55% 19%Search queries/surfing the web (from a desktop or mobile device) 35% 2% 18 36% 33%Download or stream music, videos or movies 35% 4% 9 32% 31%Sharing my current location with family/friends 30% 11% 3 30% 19%Sharing my current location with apps or businesses 21% 14% 2 39% 7%Sharing my current location with the general public 22% 16% 1 36% 6%Make internet based phone calls – e.g., Skype 31% 5% 6 39% 26%Use mobile phone applications 29% 5% 6 43% 24%Upload photos to a website taken with a camera or cell phone 41% 6% 7 21% 35%Send and receive text messages 39% 3% 13 32% 36%Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.) 42% 6% 7 20% 36%Use a personal website 32% 5% 6 38% 27%Write a blog or post comments 35% 5% 7 30% 30%Play online games including virtual worlds 34% 6% 6 31% 28%Use a news sharing service like Twitter, Pownce, FriendFeed, etc.. 31% 6% 5 33% 25%Use online auction or classified services like Ebay, Craigslist, Amazon, etc… 23% 6% 4 47% 17%Participate in online forums and communities 30% 6% 5 33% 24%

Average 32% 6% 7.4 36% 26%

* % for small positive/negative influences not shown

26

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).

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.

Activities (personal use) - Adults

1. Send and receive email2. Online shopping3. Online banking4. 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 worlds7. Download or stream music, videos or movies8. Send and receive text messages9. Participate in online forums and communities10. Make internet based phone calls - e.g., Skype11. Upload photos taken with a camera or mobile phone12. Use online auction or classified services like E-bay, Craigslist, Amazon, etc.)13. Use a personal website14. Write a blog or post comments15. Sharing my current location with family/friends16. Use a news sharing service like Twitter, Pownce, FriendFeed, etc..17. Use mobile phone or tablet applications18. 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 businesses21. Engage in health management services or health discussion groups online-22. Sharing my current location with the general public via apps

0 5 10 15 20 250

5

10

15

20

25

Positive Influence vs. Top 3 Contribution

Positive influence rank (rank reversed)

Top

3 Co

ntrib

utor

s to

Onl

ine

Profi

le (r

ank)

re

vers

ed)

3

1

56

8

1011

15 1314

17

12

7

18

Contribution > Positive Influence

4

2

9

2119

16

22

20

Positive Influence > Contribution

27

Adults Children

Positive Negative Positive Negative

Posted a comment on a social networking site 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%

Posted a photo of friend & family 26% 23%

Most Influences from a Person’s Posts on Their Reputation Are Neutral

31%

9%

63%44%

15%

48%

Adults Children

Positive/Negative Influences

Although children (44%) see more positives than adults (31%), the ratio between positive and negative influences is the same – about 3 to 1. Most influences are considered neutral for adults (63%). Children (48%) see influences being relatively more polarizing.Comments posted on a social networking are the largest source of both positive and negative influences.

Q13a. Have you ever posted something online that has

influenced your reputation either positively or negatively?

Q13b. What were the activities that you felt positively influenced your reputation?Q13b. What were the activities that you felt negatively influenced your reputation?

1

2

12

28

Most Influences From My Posts On Family & Friends Are Neutral

21%5%

75%

28%9%

65%

Adults Kids


Children (28%) see more positives than Adults (21%), but the ratio between positive and negative influences is higher for Adults (4 to1 vs. 3 to 1). Most influences are considered neutral by Adults (75%) and Children (65%).Comments posted on a social networking is the largest source of both positive and negative influences.

Q14a. Have you ever posted something online that has

influenced your family or friend’s reputation either positively or

negatively?

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?

1

2

1

2

Adults Children



Posted a photo of them or family 47% 26% 31% 17%










29

Most Influences from Posts by Family & Friends on One’s Reputation Are Neutral

22%11%

69%

32%16%

56%

Adults Children


Children (32%) see more positives than adults (22%), and the ratio between positive and negative influences is the same (2 to 1). Most influences are considered neutral by adults (69%) and children (59%).Comments posted on a social networking are the largest source of both positive and negative influences.

Q15a. Has a friend or family member ever posted something online that has influenced your reputation either positively or

negatively?

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?

1

2

1

2

Adults Children




Posted a photo of them or family 39% 30% 50% 47%









30

Q16a. Have your friends and family or other people ever been impacted by your online activities either positively or negatively?

Adults Children

Friends/Family Others Friends/

Family Others

Yes, Positively 31% 15% 44% 19%

No, Negatively 9% 15% 15% 23%

No Influence, positive or negative 65% 74% 51% 65%

One’s Online Activities Have a Neutral Impact on Family & Friends

Positive impacts outweigh negative impacts for friends/family but not for others, although most impacts are considered neutral. Helping save a friendship or getting a job are the most common positive outcomes.

1

2

1

2

Q16b.Please tell us what positive impact did your online activity have on [friends and family or other people]? Adults Children


Family Others

Helped save a friendship 64% 46% 76% 58%Helped someone get a job 46% 43%Defended someone who was being cyberbullied 30% 37% 51% 53%Helped save a marriage 20% 28%Helped someone with getting into the college of their choice 25% 28% 34% 36%

31

Negative Impacts from One’s Online Activities

Losing friendships and getting social embarrassed are the main consequences for both adults and children

Impacts Adults

Friends/Family Others

Lost a friendship 49% 46%

Socially embarrassed 42% 32%

Victim of identity theft 29% 20%

Been harassed or bullied 26% 17%

Fired from a job 23% 19%

Got divorced 22% 17%

Lost out on getting a job 20% 18%

Physically hurt themselves 17% 15%

Was refused health insurance 16% 12%

Lost custody of Kids 15% 15%

Was turned down for a mortgage 15% 14%

Lost out on getting into college they wanted 14% 13%

Impacts Children




Alienated a family member 27% 19%



Disciplined in school 23% 20%

Suspended from school 16% 17%

Expelled from school 14% 13%

Attempted to physically hurt or harm themselves 14% 15%

Lost out on getting into college I wanted 12% 14%

Q16c. Please tell us what negative impact your online activity had on [friends and family or other people]?

32

Q17a. Have you ever been impacted by friends and family or other people’s online activities either positively or negatively?

Adults Children


Family Others

Yes, Positively 27% 12% 39% 17%

No, Negatively 12% 15% 16% 22%

No Influence, positive or negative 66% 77% 53% 67%

Online Activities of Others Typically Have a Neutral Impact

Positive impacts from friends’/family’s online activities are greater than negative impacts, but not from others, but most impacts are considered neutralHelping save a friendship or getting a job are the most common positive outcomes

1

2

1

2

Q17b. Please tell us what positive impact did the online activities of [friends and family or other people’s] have on you? Adults Children


Family Others

Helped save a friendship 61% 50% 74% 63%Helped someone get a job 41% 41%Defended someone who was being cyberbullied 29% 31% 45% 56%Helped save a marriage 21% 21%Helped someone with getting into the college of their choice 22% 23% 30% 34%

33

Negative Impacts from Others’ Online Activities

Losing friendships and getting social embarrassed are the main consequences for both Adults and Children.

Impacts Adults






Fired from a job 21% 20%

Got divorced 21% 19%

Lost custody of Kids 17% 15%

Was refused health insurance 15% 16%

Was turned down for a mortgage 15% 14%

Lost out on getting a job 14% 18%

Physically hurt myself 14% 15%

Lost out on getting into college they wanted

12% 16%

Impacts Children




Alienated a family member 31% 20%



Disciplined in school 22% 22%

Suspended from school 16% 16%

Expelled from school 14% 13%

Attempted to physically hurt or harm themselves

13% 15%

Lost out on getting into college I wanted 12% 12%

Q17c. Please tell us what negative impact did the online activities of [friends and family or other people’s have on you?

34

Appendix

35

Country Detail Tables

US, Canada, Germany, Spain, Ireland• Adults

36

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

Summary of Selected Metrics – Adults

37

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?

Total

MARKET - Adults

Canada Germany Ireland Spain US

Base 2500 500 500 500 500 500Send and receive email 72% 75% 68% 76% 65% 76%Online shopping 32% 23% 32% 32% 24% 48%Online banking 31% 41% 24% 40% 16% 35%Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.) 31% 33% 25% 35% 30% 29%

Search queries/surfing the web (from a desktop or mobile device) 28% 30% 23% 25% 35% 26%

Play online games including virtual worlds 23% 14% 41% 13% 35% 13%Download or stream music, videos or movies 17% 13% 24% 16% 25% 5%

Send and receive text messages 10% 12% 5% 11% 10% 12%

Participate in online forums and communities 9% 10% 11% 5% 10% 10%

Make internet based phone calls - e.g., Skype 8% 6% 11% 12% 7% 3%

Upload photos to a website taken with a camera or mobile phone 6% 6% 5% 5% 11% 5%

Use online auction or classified services like E-bay, Craigslist, Amazon, etc 5% 5% 6% 4% 2% 8%

Use a personal website 4% 3% 4% 3% 7% 3%

Write a blog or post comments 4% 4% 3% 3% 4% 5%

Sharing my current location with family/friends 4% 5% 2% 3% 4% 4%

Use a news sharing service like Twitter, Pownce, FriendFeed, etc.. 4% 4% 2% 4% 6% 2%

Use mobile phone or tablet applications 3% 3% 3% 4% 4% 3%Subscribe to online couponing services like Groupon, Living Social, Tippr etc. 3% 6% 1% 4% 2% 3%

Use a business networking site like LinkedIn, Monster, etc 3% 3% 2% 3% 3% 4%

Sharing my current location with apps or businesses 2% 2% 2% 1% 2% 2%

Engage in health management services or health discussion groups online- 1% 3% 1% 0% 1% 1%

Sharing my current location with the general public via apps 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? Total

MARKET - Adults


Base 2500 500 500 500 500 500Send and receive email 70% 76% 68% 71% 63% 75%Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.) 36% 40% 27% 41% 31% 40%

Online shopping 23% 16% 31% 24% 19% 27%Search queries/surfing the web (from a desktop or mobile device) 20% 22% 16% 16% 22% 22%

Online banking 18% 17% 22% 19% 14% 17%Play online games including virtual worlds 18% 12% 29% 10% 25% 11%Send and receive text messages 16% 17% 10% 21% 12% 21%Upload photos to a website taken with a camera or cell phone 15% 16% 10% 16% 18% 18%

Download or stream music, videos or movies 13% 10% 19% 16% 16% 5%Make internet based phone calls - e.g., Skype 12% 12% 18% 18% 9% 5%



Write a blog or post comments8% 8% 7% 7% 9% 8%

Use a news sharing service like Twitter, Pownce, FriendFeed, etc. 6% 5% 4% 8% 8% 4%

Use mobile phone applications 5% 5% 3% 6% 8% 4%Use online auction or classified services like E-bay, Craigslist, Amazon, etc 5% 5% 8% 3% 2% 6%

Use a personal website 4% 3% 3% 4% 6% 5%Use a business networking site like LinkedIn, Monster, etc 3% 2% 4% 2% 6% 2%

Subscribe to online couponing services like Groupon, Living Social, Tippr etc. 3% 6% 2% 3% 2% 3%

Sharing my current location with the general public 2% 2% 3% 2% 3% 2%


Engage in health management services or health discussion groups online 2% 2% 1% 1% 1% 2%

38

Q3a. How concerned are you about your online reputation? Total

MARKET - Adults


Base 2500 500 500 500 500 500I am very concerned 23% 25% 15% 23% 31% 22%I am somewhat concerned 32% 31% 30% 33% 38% 27%I am not very concerned 24% 23% 27% 26% 22% 24%I am not at all concerned 16% 17% 19% 14% 7% 23%Don't know 4% 4% 8% 4% 3% 4%

Q3b. How concerned are you that your online reputation may be harmed by content posted by

someone else? Total

MARKET - Adults



Spain Has the Highest Level of Concern; US the Least

In Germany, concern about my online reputation from other people is significantly higher vs. the overall level of concern (26% vs. 15%).

39

Q4: How Actively Do You Think About…(Always, Often %) Total

MARKET – AdultsAlways + Often (%)


Base 2500 500 500 500 500 500Information that you might be exposing or leaving behind while engaging in online activities 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%

The long-term impact that your online activities might have on the personal reputation of others 38% 37% 42% 41% 39% 32%

The long-term impact that your online activities might have on the work reputation of others 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%

Average 44% 43% 49% 49% 45% 35%

On Average 44% Think Actively About the Consequences of Their Online Activities

On average, Germany (49%) and Ireland (49%), are most likely to think actively about the consequences of their online activities while the US (35%) is least likely.

40

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

MARKET - Adults


Base 2500 500 500 500 500 500Complete control 17% 17% 19% 15% 18% 16%A lot of control 49% 46% 52% 47% 58% 44%A little Control 26% 26% 22% 31% 19% 30%No control at all 4% 5% 3% 4% 1% 5%Don't know 5% 7% 4% 4% 3% 6%

Spain and Germany Claim the Highest Amount of Control

41

A Combination of Steps are Used to Manage Online Reputations

Germany tends toward actively searching for potentially damaging content.Ireland tends towards steps that reduce the amount of information shared.Spain is less likely to have taken the top 4 steps – may help explain why the belief in control is strong but worry is high.US (15%) and Canada (11%) are most likely to have not taken any steps.

Q6. Which of the following steps have you ever taken to manage your online profile? TotalMARKET - Adults

Canada Germany Ireland Spain US Base 2500 500 500 500 500 500Searched my own name using a search engine 63% 61% 72% 67% 61% 54%Used privacy settings on social networking sites 51% 56% 47% 60% 42% 48%Decided not to post specific text, photos or video online 47% 50% 48% 56% 36% 46%I opted out of sharing information about myself with a website 41% 45% 37% 51% 29% 43%Checked to see what other people say about me on websites 32% 29% 38% 34% 35% 22%Ask someone to remove online content related to myself 21% 22% 22% 24% 25% 12%Used the alert feature provided by some websites that automatically notifies me 17% 17% 17% 19% 19% 16%Checked my credit report 13% 13% 6% 7% 9% 27%Have not taken any steps 9% 11% 5% 8% 6% 15%Contacted a web site owner or administrator and asked them to remove content 8% 4% 10% 6% 12% 7%Employed an online reputation management company 3% 2% 4% 2% 4% 3%Others 1% 2% 1% 1% 1% 1%Have not taken any steps 9% 11% 5% 8% 6% 15%

42

Online Activities: Personal and Work Usage

Q7a. Please select all of the activities you do for personal use Total

MARKET - Adults


Base 2500 500 500 500 500 500Send and receive email 93% 95% 88% 95% 87% 97%Search queries/surfing the web (from a desktop or mobile device) 82% 88% 73% 85% 80% 84%

Online shopping 74% 72% 69% 84% 57% 88%Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.) 68% 67% 61% 74% 72% 67%

Online banking 65% 72% 53% 75% 51% 74%Send and receive text messages 62% 56% 50% 78% 65% 61%Download or stream music, videos or movies 62% 61% 53% 68% 71% 55%Upload photos to a website taken with a camera or cell phone 60% 60% 51% 69% 65% 54%

Play online games including virtual worlds 58% 51% 74% 45% 73% 48%Use online auction or classified services like Ebay, Craigslist, Amazon, etc 58% 56% 59% 68% 43% 62%


Write a blog or post comments 43% 41% 45% 41% 49% 41%Make internet based phone calls - e.g., Skype 43% 39% 50% 57% 46% 25%

Use mobile phone applications43% 38% 41% 51% 51% 32%

Subscribe to online couponing services like Groupon, Living Social, Tippr etc. 41% 49% 26% 49% 35% 46%



Use a personal website28% 24% 23% 25% 45% 22%





Q7a. Please select all of the activities you do for work use Total

MARKET - Adults


Base 2500 500 500 500 500 500Send and receive email 46% 47% 47% 48% 50% 38%Online shopping 37% 36% 45% 36% 44% 27%Online banking 24% 22% 22% 23% 36% 18%Search queries/surfing the web (from a desktop or mobile device) 20% 15% 23% 17% 27% 18%

Download or stream music, videos or movies 16% 10% 18% 14% 24% 12%Sharing my current location with family/friends 14% 11% 20% 9% 20% 11%Sharing my current location with apps or businesses 14% 11% 14% 8% 31% 7%


Make internet based phone calls - e.g., Skype 13% 11% 18% 11% 19% 7%Use mobile phone applications 12% 10% 14% 11% 18% 8%Upload photos to a website taken with a camera or cell phone 12% 10% 15% 7% 20% 9%

Send and receive text messages 12% 10% 17% 10% 16% 8%Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.) 11% 6% 16% 8% 19% 6%


Use a personal website 11% 7% 16% 9% 15% 7%Write a blog or post comments 10% 7% 14% 5% 16% 6%Play online games including virtual worlds 9% 6% 15% 4% 18% 5%Use a news sharing service like Twitter, Pownce, FriendFeed, etc.. 9% 6% 14% 3% 17% 5%

Use online auction or classified services like Ebay, Craigslist, Amazon, etc 9% 7% 13% 3% 14% 5%

Participate in online forums and communities 8% 5% 12% 4% 14% 6%Subscribe to online couponing services like Groupon, Living Social, Tippr etc. 8% 3% 11% 5% 14% 6%


43

Q8. Have you ever posted information online that has harmed others or hurt relationships either

intentionally or unintentionally?Total

MARKET - Adults


Base 2500 500 500 500 500 500Yes 12% 11% 20% 8% 15% 6%No 88% 89% 80% 92% 85% 94%

Q9. If YES, was it? TotalMARKET - Adults


Base 296 54 98 41 75 28Intentional 28% 39% 20% 37% 23% 36%Unintentional 72% 61% 80% 63% 77% 64%

Germany Reports the Highest Incidence of Harm

The US (6%) reports very low rates of harm.Intentional harm is highest in Canada (39%) and the US (36%) and lowest in Germany (20%).

44

Germany & Spain Have the Most Trouble Keeping Information Private

Details about personal lives (56%) and personal photos (38%) are the most common pieces of shared information that don’t stay private.


Total

MARKET - Adults


Base 2500 500 500 500 500 500Yes 17% 15% 26% 14% 22% 10%No 83% 85% 74% 86% 78% 90%Q11. What type of information did you share publicly? Total Canada Germany Ireland Spain US

Base 434 75 128 70 109 52Information about my personal life 56% 61% 55% 51% 58% 52%Photos of me or my family 38% 35% 27% 49% 45% 38%My birthday 31% 27% 28% 37% 28% 42%Hobbies / things I like to do 26% 28% 26% 23% 28% 23%My cell phone number 25% 23% 20% 21% 32% 33%Information about my job 20% 23% 14% 30% 18% 21%My home address 19% 13% 20% 16% 16% 38%Places I like to go 19% 13% 16% 23% 18% 27%Information about my kids 18% 19% 16% 19% 16% 21%Comments I post online 17% 23% 14% 20% 13% 17%Details about my friends 15% 12% 12% 14% 20% 21%Details of my work 12% 16% 8% 17% 12% 10%Others 2% 3% 1% 1% 1% 8%

45


TotalMARKET - Adults


Base 2500 500 500 500 500 500Yes - but I did it anyway, I felt peer pressure to do it, I wanted to hurt them,etc. 4% 3% 7% 3% 3% 2%

Yes - I did it anyway, but I didn't intend to hurt them 14% 13% 17% 11% 20% 9%No - I have never posted something that I knew might have the potential to hurt someone 38% 33% 40% 39% 47% 30%

No - I have never posted online that would make someone uncomfortable. 44% 51% 36% 46% 30% 58%

Potential Abuse Is Low

Eight in ten have never posted information that potentially could have hurt someone. Those who posted potentially damaging information did it unintentionally.The US (58%) are least likely to post information that would make someone uncomfortable.

46

Q13a. Have you ever posted something online that has influenced your reputation either positively or negatively?



Base 2500 500 500 500 500 500Ratio of Positively to Negatively 3.4 2.4 2.5 3.8 4.5 4.8Yes, Positively 31% 26% 31% 32% 42% 23%Yes, Negatively 9% 11% 13% 8% 9% 5%No influence, positive or negative 63% 67% 59% 64% 50% 75%

Q13b. What were the activities that you felt positively influenced your reputation? Please check all that apply.



Base 775 131 157 160 212 115Posted a comment on a social networking site 71% 76% 66% 78% 63% 74%Posted a photo of myself or family 45% 51% 33% 50% 46% 47%Update my social networking profile 36% 34% 28% 44% 33% 41%Posted something on a webpage 33% 30% 38% 35% 32% 31%Posted a comment on a blog 32% 38% 31% 32% 25% 41%Updated my resume 25% 21% 18% 31% 25% 27%Posted a video 18% 15% 14% 18% 23% 17%Posted a photo of others 17% 19% 12% 24% 12% 21%Posted a photo of my children 16% 24% 17% 17% 10% 17%Recommend someone for a job 15% 17% 9% 17% 17% 17%Others 2% 3% 2% 3% - 3%

The US has the Highest Ratio of Positive to Negative Outcomes

Two of the top three activities related to positive influences on reputation are related to social networking.

47

Q13c. What were the activities that you felt negatively influenced your reputation? Please

check all that apply. Total

MARKET - Adults


Base 230 54 63 42 47 24Posted a comment on a social networking site 50% 57% 43% 69% 40% 42%Posted something on a webpage 23% 30% 29% 19% 4% 38%Posted a photo of myself or family 26% 24% 29% 17% 34% 25%Posted a photo of my children 13% 9% 14% 2% 21% 17%Posted a comment on a blog 29% 22% 29% 33% 30% 33%Posted a photo of others 20% 13% 27% 19% 19% 17%Posted a video 12% 13% 11% 14% 17% -Updated my resume 4% 6% 3% 2% 4% 4%Update my social networking profile 13% 15% 11% 19% 6% 13%Recommend someone for a job 3% 2% 5% - 4% 8%Others 3% 4% 3% 7% - -

Ireland and Canada Report the Most Negative Influences from Social Networking

48

Q14a. Have you ever posted something online that has influenced your family or friends’

reputations either positively or negatively? Total

MARKET - Adults


Base 2500 500 500 500 500 500Yes, Positively 21% 20% 21% 21% 29% 15%Yes, Negatively 5% 5% 8% 3% 6% 3%No influence, positive or negative 75% 76% 73% 76% 66% 83%

Q14b. What were the activities that they felt positively influenced their reputation? Please


MARKET - Adults


Base 534 101 104 107 147 75Posted a comment on a social networking site 63% 70% 44% 74% 61% 71%Posted something on a webpage 22% 22% 19% 24% 26% 17%Posted a photo of myself or family 47% 54% 39% 48% 46% 47%Posted a photo of my children 21% 29% 22% 14% 20% 20%Posted a comment on a blog 23% 25% 19% 21% 18% 39%Posted a photo of others 20% 18% 15% 24% 20% 21%Posted a video 16% 18% 19% 16% 16% 11%Updated my resume 10% 5% 11% 9% 12% 9%Update my social networking profile 16% 16% 14% 17% 17% 19%Recommend someone for a job 12% 12% 6% 13% 16% 13%Others 2% 3% 2% 2% - 4%

Spain Reports the Most Positive Influences; US the Least

Comments posted on social networking sites (63%), and photos posted of myself or family (47%) are the top 2 positive influences on online reputation for all countries.

49

Q14c. What were the activities that they felt negatively influenced their reputation? Please

check all that apply.(Caution – very low base sizes)

Total

MARKET - Adults


Base 128 26 39 14 32 17Posted a comment on a social networking site 35% 58% 26% 36% 25% 41%Posted something on a webpage 22% 19% 36% 7% 16% 18%Posted a photo of myself or family 26% 27% 26% 29% 28% 18%Posted a photo of my children 22% 15% 18% 14% 34% 24%Posted a comment on a blog 17% 12% 15% - 28% 24%Posted a photo of others 20% 19% 15% 21% 22% 29%Posted a video 15% 4% 13% 21% 25% 12%Updated my resume 11% 4% 10% 7% 19% 12%Update my social networking profile 7% 8% 8% 7% 3% 12%Recommend someone for a job 7% 4% 5% 14% 3% 18%Others 2% - 3% 7% - -

Canada, US Report the Highest Negative Influences from Social Networking

50

Q15c. What were the activities that you felt, which negatively influenced your reputation? Please check

all that apply.Total

MARKET - Adults


Base 270 46 89 54 54 27Posted a comment on a social networking site 59% 72% 54% 69% 43% 67%Posted something on a webpage 18% 24% 21% 17% 13% 11%Posted a photo of myself or family 30% 15% 35% 30% 39% 26%Posted a photo of my children 7% 7% 6% 4% 13% 4%Posted a comment on a blog 19% 20% 16% 22% 19% 26%Posted a photo of others 16% 13% 19% 20% 17% 4%Posted a video 15% 13% 16% 15% 19% 7%Updated my resume 7% 4% 12% 4% 7% -Update my social networking profile 7% 11% 6% 4% 7% 15%Recommend someone for a job 3% 2% 4% 2% 2% -Others 4% 7% 2% 4% - 15%

Canada, US Report the Highest Negative Influences from Social Networking

51

Q16a. Have your friends and family ever been impacted by your online activities either positively or

negatively? Please check all that apply. Total

MARKET - Adults


Base 2500 500 500 500 500 500Yes, Positively 31% 29% 32% 29% 43% 22%Yes, Negatively 9% 10% 10% 7% 13% 5%No impact, positive or negative 65% 67% 62% 68% 53% 76%

Q16b. Please tell us what positive impact did your online activity have on friends and family? Total

MARKET - Adults


Base 775 146 162 143 213 111Helped save a friendship 64% 62% 70% 52% 73% 55%Helped someone get a job 46% 47% 46% 48% 46% 42%Defended someone who was being cyberbullied 30% 32% 38% 24% 28% 27%Helped save a marriage 20% 17% 27% 9% 27% 14%Helped someone with getting into the college of their choice 25% 20% 30% 21% 33% 15%

Others 11% 16% 5% 15% 5% 22%

Spain Reports the Highest Positive Impact; US the Least

Helping save a friendship or helping someone get a job are the most common positive impacts from online activities.The US is the highest scores on neutral influences from online activities.

52

Q16a. Have other people ever been impacted by your online activities either positively or negatively?

Please check all that apply. Total

MARKET - Adults



Q16b. Please tell us what positive impact did your online activity have on other people? Total

MARKET - Adults



Others 16% 19% 8% 32% 9% 21%

Spain Reports the Highest Positive Impact; US the Least

Helping save a friendship or helping someone get a job are the most common positive impacts from online activities.The US and Ireland have the highest scores on neutral impacts from online activities.

53

Q16c. Please tell us what negative impact did your online activity have on friends and family? Total

MARKET - Adults


Base 228 48 52 37 64 27Victim of identity theft 29% 17% 38% 27% 33% 26%Lost a friendship 49% 42% 60% 35% 53% 48%Fired from a job 23% 23% 31% 14% 22% 26%Socially embarrassed 42% 46% 37% 57% 36% 41%Got divorced 22% 8% 35% 14% 27% 22%Lost custody of kids 15% 6% 25% 19% 14% 11%Was refused health insurance 16% 13% 21% 11% 17% 19%Was turned down for a mortgage 15% 10% 21% 14% 19% 7%Been harassed or bullied 26% 21% 35% 16% 30% 26%Lost out on getting a job 20% 13% 29% 16% 20% 22%Lost out on getting into college they wanted 14% 8% 25% 8% 13% 15%Physically hurt themselves 17% 6% 33% 16% 14% 11%Others 8% 10% 10% 8% 2% 15%Q16c. Please tell us what negative impact did your online

activity have on other people? TotalMARKET - Adults

Canada Germany Ireland Spain US Base 379 58 107 50 126 38Victim of identity theft 20% 9% 32% 14% 20% 11%Lost a friendship 46% 33% 48% 32% 56% 45%Fired from a job 19% 12% 21% 20% 20% 16%Socially embarrassed 32% 33% 34% 44% 23% 45%Got divorced 17% 9% 24% 12% 20% 5%Lost custody of kids 15% 9% 21% 14% 12% 13%Was refused health insurance 12% 5% 16% 12% 15% 3%Was turned down for a mortgage 14% 5% 21% 10% 14% 11%Been harassed or bullied 17% 12% 26% 14% 15% 11%Lost out on getting a job 18% 9% 21% 14% 21% 16%Lost out on getting into college they wanted 13% 7% 13% 14% 15% 11%Physically hurt themselves 15% 7% 25% 4% 14% 11%Others 10% 17% 7% 16% 7% 13%

Losing Friendships and Being Embarrassed are the Most Common Negative Impacts

Losing a friendship is highest in Germany (60%). Getting socially embarrassed is most common in Ireland (57%).

54

Q17a. Have you ever been impacted by friends and family online activities either positively or negatively? Total

MARKET - Adults



Q17a. Have you ever been impacted by other people’s online activities either positively or negatively? Total

MARKET - Adults



Most Impacts from Online Activities are Neutral

Germany and Spain report the highest incidence of positive impacts from friends/family and other people.

55

Q17b. Please tell us what positive impact did the online activities of friends and family have on you? Total

MARKET - Adults



Others 11% 20% 2% 18% 3% 20%

Q17b. Please tell us what positive impact did the online activities of other people’s have on you? Total

MARKET- Adults



Others 14% 25% 5% 24% 5% 21%

Saving Friendships Is the Most Common Positive Impact

Germany and Spain report the highest incidence of positive impacts from friends/family and other people.

56

Q17c. Please tell us what negative impact did the online activities of friends and family have on you? Total

MARKET- Adults


Base 296 53 78 48 84 33Lost a friendship 43% 40% 46% 48% 44% 30%Socially embarrassed 43% 51% 33% 67% 32% 45%Victim of identity theft 23% 11% 40% 17% 25% 9%Been harassed or bullied 22% 21% 41% 17% 12% 9%Fired from a job 21% 13% 37% 15% 20% 6%Got divorced 21% 8% 32% 17% 26% 9%Lost custody of kids 17% 8% 27% 15% 17% 12%Was refused health insurance 15% 8% 31% 10% 12% 6%Was turned down for a mortgage 15% 11% 26% 13% 11% 9%Lost out on getting a job 14% 6% 28% 8% 11% 12%Physically hurt myself 14% 9% 28% 4% 10% 9%Lost out on getting into college they wanted 12% 6% 22% 13% 10% 6%Others 9% 13% 4% 8% 5% 27%

Q17c. Please tell us what negative impact did the online activities of other people’s have on you? Total

MARKET- Adults

Canada Germany Ireland Spain US Base 366 59 92 56 122 37Lost a friendship 44% 42% 50% 34% 49% 27%Socially embarrassed 37% 42% 36% 59% 25% 43%Been harassed or bullied 27% 24% 41% 27% 21% 19%Victim of identity theft 24% 15% 37% 20% 22% 19%Fired from a job 20% 19% 26% 16% 17% 19%Got divorced 19% 8% 28% 18% 19% 16%Lost out on getting a job 18% 12% 24% 14% 20% 14%Was refused health insurance 16% 15% 23% 14% 15% 11%Lost out on getting into college they wanted 16% 14% 24% 13% 15% 11%Lost custody of kids 15% 7% 21% 14% 16% 11%Physically hurt myself 15% 8% 24% 18% 13% 3%Was turned down for a mortgage 14% 8% 17% 18% 12% 11%Others 9% 14% 3% 20% 4% 19%

Losing Friendships Is the Most Common Negative Impact

57

Country Detail Tables

US, Canada, Germany, Spain, Ireland• Children 8-17

58

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

Summary of Selected Metrics – Children 8-17

59

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?Total

MARKET - Children


Base 2500 500 500 500 500 500Send and receive email 48% 50% 51% 52% 47% 37%Play online games including virtual worlds 42% 41% 48% 39% 48% 36%

Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.)

42% 48% 37% 38% 38% 49%

Download or stream music, videos or movies 41% 46% 35% 35% 41% 47%


Online shopping 16% 11% 19% 22% 12% 15%Send and receive text messages 15% 19% 12% 17% 11% 18%Upload photos to a website taken with a camera or mobile phone 12% 9% 8% 12% 18% 14%



Online banking 9% 6% 11% 18% 6% 3%


Use mobile phone or tablet applications 6% 7% 5% 6% 6% 6%

Use a news sharing service like Twitter, Pownce, FriendFeed, etc 6% 5% 4% 5% 7% 7%


Use a personal website 4% 2% 3% 4% 6% 5%

Use online auction or classified services like E-bay, Craigslist, Amazon, etc

3% 2% 5% 4% 1% 4%



Q2.Thinking of your friends and families, what are the three things you contribute

most to their online profiles? Total

MARKET - Children


Base 2500 500 500 500 500 500Send and receive email 54% 56% 56% 59% 51% 45%Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.) 44% 49% 39% 41% 38% 54%

Play online games including virtual worlds 27% 23% 33% 27% 34% 19%Download or stream music, videos or movies 26% 23% 27% 23% 34% 22%

Online shopping 18% 12% 25% 22% 13% 18%Send and receive text messages 18% 18% 14% 17% 15% 25%Upload photos to a website taken with a camera or mobile phone 17% 16% 11% 18% 19% 22%



Online banking 11% 13% 16% 15% 5% 7%Sharing my current location with family/friends 10% 10% 5% 13% 8% 12%

Use a news sharing service like Twitter, Pownce, FriendFeed, etc 9% 10% 5% 8% 10% 13%



Use mobile phone or tablet applications 6% 7% 4% 7% 7% 7%Use a personal website 6% 6% 6% 6% 6% 6%




60

Q3a. How concerned are you about your online reputation? Total

MARKET - Children



Q3b. How concerned are you that your online reputation may be harmed by content posted by

someone else? Total

MARKET - Children



Spain is The Most Concerned; US the Least

61

Q4: How Actively Do You Think About…(Always, Often %) Total

MARKET – ChildrenAlways + Often (%)


Base 2500 500 500 500 500 500Information that you might be exposing or leaving behind while engaging in online activities 55% 54% 60% 52% 50% 57%

How your online activities might be exposing information about others 43% 42% 39% 41% 48% 45%

The long-term impact that your online activities might have on your personal reputation 44% 45% 39% 40% 44% 49%

The long-term impact that your online activities might have on your work reputation 39% 40% 38% 34% 42% 43%

The long-term impact that your online activities might have on the personal reputation of others 39% 41% 37% 36% 37% 47%

The long-term impact that your online activities might have on the work reputation of others 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%

Average 44% 44% 42% 40% 46% 48%

Only 44% Think Actively About the Consequences of Their Online Activities

US (48%) and Spain (46%), are most likely to think actively about the consequences of their online activities while the Ireland (40%) is least likely.

62

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

MARKET - Children


Base 2500 500 500 500 500 500Complete control 18% 19% 18% 16% 15% 24%A lot of control 55% 53% 52% 51% 63% 55%A little Control 20% 22% 23% 23% 16% 15%No control at all 3% 2% 3% 4% 2% 2%Don't know 4% 4% 4% 6% 3% 4%

Q5a. How much do your parents help you to manage and protect your online reputation? Total

MARKET - Children


Base 2500 500 500 500 500 500Help me completely 15% 11% 15% 18% 16% 14%Help me a lot 28% 23% 25% 37% 30% 27%Help me a little 29% 30% 32% 24% 30% 27%Do not help me at all 28% 36% 28% 20% 24% 32%

US and Spain Feel the Most In Control

Children get the most help from their parents in Ireland (55%) and the least in Canada (34%) and Spain (36%).

63

A Combination of Steps Are Used to Manage Online Reputations

Children in Spain are the least likely to take steps to manage their online profiles.Children in the US and Canada are the most active managers of their profiles.

Q6. Which of the following steps have you ever taken to manage your online profile? TotalMARKET - Children

Canada Germany Ireland Spain US Base 2500 500 500 500 500 500Searched my own name using a search engine 61% 69% 68% 51% 57% 62%Used privacy settings on social networking sites that determine who can access and respond to my content 55% 67% 44% 52% 40% 70%

Decided not to post specific text, photos or video online 48% 57% 40% 44% 34% 62%Checked to see what other people say about me on websites/gaming communities/blogs/online auction & classifieds sites etc. 45% 50% 42% 42% 39% 51%

I opted out of sharing information about myself with a website, company or other organization 40% 44% 34% 40% 33% 50%

Ask someone to remove online content related to myself ( e.g., photos, text or video, etc) because I felt it might harm my reputation 34% 43% 29% 27% 34% 39%

Used the alert feature provided by some websites that automatically notifies me of any new mention of my name or other personal information 21% 23% 19% 21% 16% 27%

Contacted a website owner or administrator and asked them to remove unflattering or untrue content 7% 6% 10% 4% 8% 9%

Have not taken any steps 6% 3% 7% 9% 7% 5%Other 1% 1% 1% 1% 0% 1%

64

Online Activities: Personal and Work Usage

Q7a. Please select all of the activities you do for personal use Total

MARKET - Children


Base 2500 500 500 500 500 500Send and receive email 85% 89% 82% 81% 83% 88%Download or stream music, videos or movies 79% 85% 62% 79% 83% 88%

Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.) 78% 82% 68% 74% 79% 85%

Play online games including virtual worlds 76% 77% 73% 74% 78% 78%


Send and receive text messages 72% 72% 59% 77% 74% 78%Upload photos to a website taken with a camera or mobile phone 70% 72% 56% 72% 74% 73%

Use mobile phone or tablet applications 54% 58% 43% 52% 56% 60%

Write a blog or post comments 53% 57% 48% 46% 51% 63%Participate in online forums and communities 53% 54% 56% 36% 62% 55%



Online shopping 48% 43% 53% 42% 41% 59%Sharing my current location with family/friends 47% 46% 26% 53% 62% 49%


Use a personal website 39% 38% 33% 33% 48% 44%Online banking 32% 35% 36% 32% 32% 28%Sharing my current location with the general public via apps 27% 27% 23% 23% 37% 26%


Q7a. Please select all of the activities you do for work use Total

MARKET - Children


Base 2500 500 500 500 500 500Search queries/surfing the web (from a desktop or mobile device) 54% 60% 54% 45% 55% 56%

Send and receive email 40% 50% 38% 20% 46% 46%Send and receive text messages 21% 20% 20% 16% 30% 19%Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.) 19% 18% 26% 14% 20% 16%


Write a blog or post comments 18% 16% 22% 13% 23% 15%Use mobile phone or tablet applications 16% 15% 20% 13% 17% 14%

Upload photos to a website taken with a camera or mobile phone 15% 16% 17% 14% 16% 14%

Use a personal website 14% 13% 16% 11% 20% 10%Use a news sharing service like Twitter, Pownce, FriendFeed, etc.. 14% 11% 18% 13% 18% 9%

Download or stream music, videos or movies 13% 13% 18% 10% 15% 11%






Play online games including virtual worlds 10% 11% 12% 10% 11% 6%

Online banking10% 9% 14% 7% 14% 3%

Online shopping9% 7% 15% 6% 14% 5%

65

Q8. Have you ever posted information online that has harmed others or hurt relationships either

intentionally or unintentionally?Total

MARKET - Children


Base 2500 500 500 500 500 500Yes 18% 18% 28% 10% 17% 18%No 82% 82% 72% 90% 83% 82%

Q9. If YES, was it? TotalMARKET - Children


Base 296 54 98 41 75 28Intentional 28% 25% 26% 35% 28% 28%Unintentional 72% 75% 74% 65% 72% 72%

Germany Reports the Highest Rate of Harm

Ireland (10%) reports the lowest rate of harm although has the highest rate of intentional harm (35%).

66

Friends and Photos Are the Most Likely Private Information to Be Leaked

Germany (34%) has the most information leaks.Spain is the most likely to share information about friends and photos.


Total

MARKET - Children


Base 2500 500 500 500 500 500Yes 27% 27% 34% 19% 24% 28%No 73% 73% 66% 81% 76% 72%Q11. What type of information did you share publicly? Total Canada Germany Ireland Spain US

Base 434 75 128 70 109 52Information about my friends 44% 44% 51% 38% 53% 34%Photos of me or my family 36% 33% 24% 38% 49% 43%My birthday 34% 33% 30% 31% 36% 40%Information about my family 29% 31% 26% 34% 25% 32%Information about my school 24% 24% 27% 24% 23% 21%My cell phone number 23% 25% 18% 23% 28% 26%Comments I post online 21% 27% 15% 20% 15% 30%Places I like to go 19% 16% 19% 18% 17% 25%Text Messages 16% 19% 14% 12% 17% 18%My home address 16% 16% 18% 14% 23% 7%Others 4% 6% 1% 5% 3% 6%

67


TotalMARKET - Children


Base 2500 500 500 500 500 500Yes - but I did it anyway, I felt peer-pressure to do it, I wanted to hurt them,Etc 6% 5% 7% 3% 6% 7%

Yes - I did it anyway, but I didn't intend to hurt them. 21% 24% 25% 12% 25% 22%

No - I have never posted something that I knew might have the potential to hurt someone 40% 42% 36% 40% 39% 42%

No - I have never posted online that would make someone uncomfortable. 33% 29% 32% 44% 31% 29%

Potential Abuse is Low

68

Q13a. Have you ever posted something online that has influenced your reputation either positively or negatively?



Base 2500 500 500 500 500 500Ratio of Positively to Negatively 2.9 2.5 2.5 3.8 3.6 2.9Yes, Positively 44% 47% 43% 32% 48% 50%Yes, Negatively 15% 19% 17% 8% 13% 17%No influence, positive or negative 48% 45% 47% 63% 44% 44%

Q13b. What were the activities that you felt positively influenced your reputation? Please check all that apply.



Base 775 131 157 160 212 115Posted a comment on a social networking site 74% 72% 69% 78% 76% 77%Posted a photo of myself 50% 50% 44% 53% 51% 51%Posted a comment on a blog 35% 41% 28% 31% 33% 40%Update my social networking profile 35% 38% 29% 29% 34% 43%Posted something on a webpage 31% 35% 31% 32% 26% 32%Posted a photo of friend and family member 26% 25% 16% 27% 26% 35%Posted a video 25% 24% 18% 26% 28% 31%Posted a photo of others 20% 24% 9% 22% 17% 26%Others 2% 2% 0% 2% 0% 3%

Positive Influences Are Greater than Negative Influences

Ireland (3.8) and Spain (3.6) have the highest ratio between positive and negative influences.Posted comments on social networks are the most common positive influence in all countries studied.

69

Q13c. What were the activities that you felt negatively influenced your reputation? Please check

all that apply. Total

MARKET - Children


Base 230 54 63 42 47 24Posted a comment on a social networking site 54% 60% 49% 62% 42% 58%Posted a photo of myself 34% 38% 33% 24% 27% 40%Posted a comment on a blog 25% 31% 20% 26% 15% 31%Posted something on a webpage 25% 23% 25% 29% 20% 30%Posted a photo of friend and family member 23% 18% 24% 14% 33% 23%Posted a photo of others 20% 19% 20% 19% 20% 21%Posted a video 16% 17% 14% 12% 15% 21%Update my social networking profile 12% 13% 14% 2% 9% 16%Others 2% 1% 4% - 2% 5%

Ireland and Canada Report the Most Negative Influences from Social Networking

70

Q14a. Have you ever posted something online that has influenced your family or friends’

reputations either positively or negatively? Total

MARKET - Children



Q14b. What were the activities that they felt positively influenced their reputation? Please


MARKET - Children


Base 534 101 104 107 147 75Posted a comment on a social networking site 66% 75% 54% 72% 60% 69%Posted a photo of friend and family member 46% 50% 33% 49% 45% 51%Posted a photo of myself 31% 24% 36% 29% 33% 32%Posted a comment on a blog 27% 21% 26% 27% 22% 35%Posted something on a webpage 26% 23% 30% 22% 26% 30%Posted a photo of others 25% 28% 18% 24% 21% 33%Posted a video 17% 19% 14% 9% 17% 25%Update my social networking profile 17% 16% 15% 17% 19% 18%Others 0% - 1% - - 1%

US and Spain Report the Most Positive Influences

Posted comments on social networks are the most common negative influence in all countries studied.

71

Q14c. What were the activities that they felt negatively influenced their reputation? Please check

all that apply.(Caution – very low base sizes)

Total

MARKET - Children


Base 128 26 39 14 32 17Posted 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%

Ireland Reports the Highest Negative Influences from Social Networking

72

Q15a. Has a friend or family member ever posted something online that has influenced your reputation either positively or negatively?




Q15b. What were the activities that you felt, which positively influenced your reputation?

Please check all that apply.Total

MARKET - Children


Base 557 88 118 114 163 74Posted a comment on a social networking site 66% 70% 57% 67% 63% 73%Posted a photo of myself 50% 59% 39% 50% 49% 51%Posted a photo of friend and family member 29% 30% 26% 27% 25% 37%Posted a comment on a blog 27% 32% 25% 20% 28% 29%Posted something on a webpage 24% 23% 23% 23% 22% 28%Posted a photo of others 20% 21% 16% 19% 19% 23%Posted a video 17% 15% 14% 14% 20% 20%Update my social networking profile 14% 14% 13% 11% 18% 14%Others - - - - - -

US and Spain Report the Highest Positive Influences

73

Q15c. What were the activities that you felt, which negatively influenced your reputation? Please check

all that apply.Total

MARKET - Children


Base 270 46 89 54 54 27Posted a comment on a social networking site 47% 52% 49% 48% 36% 51%Posted a photo of myself 47% 44% 46% 50% 45% 54%Posted a comment on a blog 23% 21% 19% 33% 18% 30%Posted something on a webpage 19% 16% 17% 17% 16% 28%Posted a photo of friend and family member 18% 7% 21% 17% 19% 28%Posted a video 15% 10% 19% 12% 19% 16%Posted a photo of others 12% 13% 17% 10% 4% 13%Update my social networking profile 8% 3% 8% 5% 9% 14%Others 2% 2% 2% 3% - -

Canada and US Report the Highest Negative Influences from Social Networking

74

Q16a. Have your friends and family ever been impacted by your online activities either positively or

negatively? Please check all that apply. Total

MARKET - Children



Q16a. Have other people ever been impacted by your online activities either positively or negatively?

Please check all that apply. Total

MARKET - Children



US and Spain Report the Highest Positive Impacts

75

Q16b. Please tell us what positive impact did your online activity have on friends and family? Total

MARKET - Children


Base 1091 208 235 164 238 246Helped save a friendship 76% 71% 77% 68% 81% 78%Defended someone who was being cyberbullied 51% 53% 51% 47% 45% 56%Helped someone with getting into the college of their choice 34% 32% 37% 29% 37% 36%

Others 6% 7% 6% 7% 4% 9%

Q16b. Please tell us what positive impact did your online activity have on other people? Total

MARKET - Children


Base 480 88 114 79 97 102Helped save a friendship 58% 60% 50% 58% 63% 62%Defended someone who was being cyberbullied 53% 63% 60% 48% 35% 57%Helped someone with getting into the college of their choice 36% 36% 37% 35% 39% 31%

Others 10% 7% 8% 8% 11% 17%

Saving Friendships Is the Most Common Impact

76

Q16c. Please tell us what negative impact did your online activity have on friends and family? Total

MARKET - Children

Canada Germany Ireland Spain US Base 228 48 52 37 64 27Lost a friendship 51% 53% 42% 47% 50% 63%Socially embarrassed 46% 60% 40% 51% 26% 57%Alienated a family member 27% 21% 17% 25% 36% 36%Been harassed or bullied 26% 23% 30% 27% 20% 29%Victim of identity theft 24% 17% 31% 25% 27% 21%Disciplined in school 23% 17% 27% 22% 25% 24%Suspended from school 16% 12% 21% 15% 17% 13%Expelled from school 14% 10% 17% 11% 16% 16%Attempted to physically hurt or harm themselves 14% 8% 17% 13% 18% 14%Lost out on getting into college I wanted 12% 9% 19% 9% 14% 9%Others 5% 6% 6% 7% 3% 5%

Q16c. Please tell us what negative impact did your online activity have on other people? Total

MARKET - ChildrenCanada Germany Ireland Spain US

Base 379 58 107 50 126 38Lost a friendship 50% 47% 42% 45% 58% 56%Socially embarrassed 42% 50% 30% 48% 32% 62%Been harassed or bullied 27% 31% 30% 18% 19% 36%Victim of identity theft 22% 19% 26% 14% 26% 19%Disciplined in school 20% 14% 20% 27% 22% 19%Alienated a family member 19% 13% 21% 18% 19% 19%Suspended from school 17% 19% 15% 13% 20% 15%Attempted to physically hurt or harm themselves 15% 13% 17% 6% 19% 18%Lost out on getting into college I wanted 14% 14% 14% 7% 17% 12%Expelled from school 13% 11% 15% 7% 14% 12%

Losing Friendships and Being Embarrassed Are the Most Common Negative Impacts

77



MARKET - Children




MARKET - Children



78



MARKET - Children


Base 975 184 191 152 220 228Helped 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%


MARKET - Children



79

Social Embarrassment and Lost Friendships Are the Most Common Negative Impacts


MARKET - Children


Base 389 84 90 57 83 75Socially embarrassed 49% 58% 40% 56% 35% 60%Lost a friendship 48% 46% 46% 46% 55% 44%Alienated a family member 31% 30% 32% 32% 35% 25%Been harassed or bullied 24% 17% 33% 19% 16% 32%Victim of identity theft 23% 18% 31% 19% 29% 15%Disciplined in school 22% 21% 23% 23% 23% 19%Suspended from school 16% 12% 24% 12% 17% 15%Expelled from school 14% 10% 21% 12% 14% 11%Attempted to physically hurt or harm themselves 13% 11% 19% 7% 13% 15%Lost out on getting into college I wanted 12% 6% 21% 11% 12% 9%Others 4% 1% 3% 5% 2% 7%


MARKET - Children


Base 543 97 132 73 137 104Lost a friendship 43% 40% 39% 40% 45% 54%Socially embarrassed 40% 55% 37% 38% 25% 49%Been harassed or bullied 26% 34% 29% 26% 12% 31%Victim of identity theft 24% 15% 30% 18% 31% 17%Disciplined in school 22% 14% 25% 21% 27% 22%Alienated a family member 20% 16% 19% 19% 18% 27%Suspended from school 16% 12% 27% 12% 15% 9%Attempted to physically hurt or harm themselves 15% 10% 17% 14% 15% 15%Expelled from school 13% 9% 17% 16% 14% 9%Lost out on getting into college I wanted 12% 9% 14% 11% 12% 12%Others 3% 5% 2% - 3% 5%

80



MARKET - Children




MARKET - Children



81



MARKET - Children




MARKET - Children



82

Social Embarrassment and Lost Friendships Are the Most Common Negative Impacts


MARKET - Children


Base 389 84 90 57 83 75Socially embarrassed 49% 58% 40% 56% 35% 60%Lost a friendship 48% 46% 46% 46% 55% 44%Alienated a family member 31% 30% 32% 32% 35% 25%Been harassed or bullied 24% 17% 33% 19% 16% 32%Victim of identity theft 23% 18% 31% 19% 29% 15%Disciplined in school 22% 21% 23% 23% 23% 19%Suspended from school 16% 12% 24% 12% 17% 15%Expelled from school 14% 10% 21% 12% 14% 11%Attempted to physically hurt or harm themselves 13% 11% 19% 7% 13% 15%Lost out on getting into college I wanted 12% 6% 21% 11% 12% 9%Others 4% 1% 3% 5% 2% 7%


MARKET - Children


Base 543 97 132 73 137 104Lost a friendship 43% 40% 39% 40% 45% 54%Socially embarrassed 40% 55% 37% 38% 25% 49%Been harassed or bullied 26% 34% 29% 26% 12% 31%Victim of identity theft 24% 15% 30% 18% 31% 17%Disciplined in school 22% 14% 25% 21% 27% 22%Alienated a family member 20% 16% 19% 19% 18% 27%Suspended from school 16% 12% 27% 12% 15% 9%Attempted to physically hurt or harm themselves 15% 10% 17% 14% 15% 15%Expelled from school 13% 9% 17% 16% 14% 9%Lost out on getting into college I wanted 12% 9% 14% 11% 12% 12%Others 3% 5% 2% - 3% 5%

83

Demographics

84

Age

Avg. hours per week

Personal use 24

Work use 10

Total 34

Internet Usage

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? 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?

Device

N = 2500

Gender

N = 2500

N = 2500

N = 2500Avg. age = 37.6 yrs

Under 18

18 – 24

25-34

35-44

45-54

55-64

65-74

0%

24%

25%

18%

18%

13%

2%

Desktop computer

Laptop computer

Tablet

Smartphone

e-book reader/e-reader

Music device

Gaming device

69%

73%

12%

33%

5%

11%

15%MaleFemale

50%50%

Demographics - Adults

85

D1.Are you? D2. What is your current employment status? D3. What is the highest level of formal education you yourself have completed ?

N = 2500

N = 2500 N = 2500

Single, never been married Single and living with a partner Married Divorced/Separated Widowed

32%

18%

39%

9%

2%

Employed full-time by someone else

Employed part-time by someone else

Self-employed

Full-Time Student

Part-Time Student

Retired

Not currently employed but seeking a job

Not currently employed and not seeking a job

36%

10%

10%

10%

4%

7%

10%

6%

Some high school or less

High school graduate

Some college or technical training

College graduate

Graduate degree

Post graduate degree

14%

28%

21%

20%

10%

7%

Marital Status

Employment status Education


86

D5. Please specify your annual household income. : D6. Please specify your annual household income.

20%

32%18%

13%

12%

N = 500

N = 500

US

Ireland Germany

16%

27%20%

13%

11%

7%

21%

34%

13%

4% 3%17%

31%

23%

5%2%

3%14%

20%21%

12%

3%2%

Less than 10,000 EUR 10,001-25,000 EUR

25001 to 50,000 EUR 50001 to 75,000 EUR

75,001 to 100,000 EUR 100,001 or more

N = 500 N = 500

N = 500

Canada

Spain

$0 to $25,000

$25,001 to $50,000

$50,001 to $75,000

$75,001 to $100,000

$100,001 or more


87

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?

N = 2500N = 2500

I usually buy a new technology or device be-fore anyone else I know

I usually wait to buy a new technology or device until a few people I know have tried it

I usually wait to buy a new technology or device until many people I know have tried

it

I’m usually one of the last people to buy a new technology or device

16%

36%

23%

24%

Social networking website

Location based service

Photos

Video

Music

General storage

Document management

69%

14%

27%

36%

28%

10%

17%

Statements that describes you best Online Services


88

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?

Internet Access

Age and Gender of Internet AccessN = 2500

N = 486 N = 289

N = 775

Less than 3 Adults

3 Adults

4 Adults

Above 4 Adults

84%

10%

3%

3%

Less than 3 Adults

3 Adults

4 Adults

Above 4 Adults

7%

37%

31%

25%

Adult

Children under 15

Total

N = 775

Number of Persons

1

2

3

90%

8%

2%

94%

4%

2%

Girls Boys

1

2

3

93%

6%

1%

96%

2%

1%Girls Boys

8 to 9

10 to 12

13 to 14

N = 195 N = 142

N = 182 N = 158

N = 296 N = 176

Age

1

2

3

92%

7%

1%

94%

5%

2%

Girls Boys

Less than 3 Adults

3 Adults

4 Adults

Above 4 Adults

81%

10%

4%

4%

Parent of 8-14 year old kid

Child aged 15-17 years

31%

69%

8 to 9

10 to 12

13 to 14

38%

26%

35%

25%

33%

42%

Girls Boys

Yes

No

100%

0%

Children aged 8-17

Demographics - Children

89

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?

N = 2500N = 2500

N = 2500 N = 2500

Avg. hours per week = 13.84

• About eight in 10 (77%) children are from public schools, and their school is located in urban area (54%).

Less than 4 hours

4 to 10 hours

11-15 hours

16-20 hours

More than 20 hours

0%

32%

23%

18%

27%

Desktop computer

Laptop computer

Tablet

Smartphone

e-book reader/e-reader

Music device

Gaming device

65%

77%

15%

41%

7%

32%

40%

Public Private

77%

15%

Rural Urban Suburban

23%

54%

23%

Internet Usage Device

Schooling School Location

Children aged 8-17


90

Social networking website

Location based service

Photos

Video

Music

General storage

Document management

78%

15%

38%

53%

46%

13%

22%

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?

N = 2500N = 2500

I usually buy a new technology or device before anyone else I know

I usually wait to buy a new technology or device until a few people I know have

tried it

I usually wait to buy a new technology or device until many people I know have

tried it

I’m usually one of the last people to buy a new technology or device

23%

38%

21%

18%

Statements that describes you best Online services

Children aged 8-17


91

D3. Please specify your annual household income. : D4. Please specify your annual household income.

10%

23%

23%

14%

9%

N = 500

N = 500

US

Ireland Germany

8%

23%

16%

15%

8%

5%

21%

32%

14%

7%3%

12%

31%21%

9%

5%2%

11%

13%

20%

13%

7%

4%

Less than 10,000 EUR 10,001-25,000 EUR

25001 to 50,000 EUR 50001 to 75,000 EUR

75,001 to 100,000 EUR 100,001 or more

N = 500 N = 500

N = 500

Canada

Spain

$0 to $25,000

$25,001 to $50,000

$50,001 to $75,000

$75,001 to $100,000

$100,001 or more

Children aged 8-17


92

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