CA/NCSA Social Networking Study Report S E P T E M B E R 2 0 0 6

CA/NCSA Social Networking StudyCA/NCSA Social Networking Study

ReportReport

S E P T E M B E R 2 0 0 6

Prepared by:

www. russellresearch.com Table of Contents

Table of Contents

Introduction and Methodology………………………………………………………….. 2

Executive Summary……….......................………………………………………………….. 4

Detailed Findings

Social Networking Behavior……………………………………………………………………….. 5

Personal Information……………………………………………………………………………….12

Downloading Files…………………………………………………………………………………. 22

Unsolicited Emails…………………………………………………………………………………. 25

Cyber-Crime………………………………………………………………………………………... 29

Social Networking Children………………………………………………………………………. 32

Demographics……………………………………………………………………………………… 38

Appendix – Security……………………………………………………………………………… 40

3

www. russellresearch.com Introduction and Methodology

MethodologyInterviewing for this study was conducted as part of the weekly online Russell Omnibus and ran for two consecutive weeks. The first round of interviewing was conducted August 25-28, 2006 among 1,065 adults and the second was conducted September 5-7, 2006 among 1,098 adults for a total of 2,163 adults across the United States. Figures for gender, age, and geography were weighted where necessary to match their actual proportions in the population.

In theory, with probability samples of this size, one could say with 95 percent certainty that the results have a statistical precision of plus or minus 2.1 percentage points of what they would be if the entire adult population had been polled with complete accuracy. Unfortunately, there are several other possible sources of error in all polls or surveys that are probably more serious than theoretical calculations of sampling error. They include refusals to be interviewed (non-response), question wording and question order, and weighting. It is impossible to quantify the errors that may result from these factors. This online survey is not a probability sample.

These statements conform to the principles of disclosure of the National Council on Public Polls.

SampleOnline sample for the study was drawn from Survey Sampling International’s SurveySpot online consumer panel. Survey Sampling is recognized as the premier sample provider in the market research industry. The SurveySpot panel currently has 1.6 million panel members who are recruited using a wide variety of online and offline methods, including website registrations, email invitations and telephone recruiting. For this study, invitations were e-mailed to potential respondents targeted by gender, age, census region and ethnicity.

4

www. russellresearch.com Introduction and Methodology

Statistical NotationThe statistical significance of a result in this survey is the probability that the observed relationship (e.g., between variables) or a difference (e.g., between means) in a sample occurred by pure chance, and that in the population from which the sample was drawn, no such relationship or differences exist. Using less technical terms, one could say that the statistical significance of a result tells us something about the degree to which the result is "true". More technically, the value of the p-value represents a decreasing index of the reliability of a result. The higher the p-value, the less we can believe that the observed relation between variables in the sample is a reliable indicator of the relation between the respective variables in the population. Specifically, the p-value represents the probability of error that is involved in accepting our observed result as valid, that is, as "representative of the population." For example, a p-value of .05 (i.e.,1/20) indicates that there is a 5% probability that the relation between the variables found in our sample is a "fluke."

The following statistical notation is used throughout the report:

= Indicates figure is significantly higher than the indicated sub-group at a 95% confidence level (i.e. p-value of .05 or less).

The subgroups extend to gender (M=Males, F=Females); age (Y=Ages 38 to 34, M=Ages 35 to 54, O=Ages 55 or Older); region (M=Midwest, N=Northeast, S=South, W=West); household income (L=Under $50k, H=$50k or more); marital status (M=Married, NM=Not married); education (C=College educated, NC=Non-college educated); presence of children (C=Children present, NC=No children present); household size (O=Household size of 1; T=Household size of 2, B=Household size of 3 or more); employment status (E=Employed, NE=Not employed); worrying about victimization (W=Worry about victimization, D=Don’t worry about victimization).

5

www. russellresearch.com Executive Summary

Executive SummarySocial networking services are the most popular meeting places on the Internet. More than 70 million people use social networking sites, and that number is increasing daily. Whether or not social networking services are the new “Internet killer app” teenagers, young adults and older adults are increasingly using such services to connect with people who have common interests. In fact, nearly half (48 percent) of all adult Internet users surveyed spend time on social network Web sites and usage averages approximately two hours per week.

While most think social networking services appeal only to teenagers, this statistic highlights adults are just as likely to use social networking services. Out of all those adults who indicated they use social networking services, 53 percent of them were over the age of 35. This study shows that social networking services are not simply used by underage, school kids, but in fact attract older adults as well.

Over the past year, the physical dangers children face on social networking services has been well documented. However, this survey shows adults’ behaviors on social networking sites could increase their risk of becoming a victim of cyber crime or identity theft.

For instance, 83 percent of adults who social network expose themselves to hackers and thieves by downloading unknown files potentially opening up their PCs to attacks. Moreover, 74 percent have given out some sort of personal information such as their email address, name and birthday. Some have even given out their social security number. Providing this type of information can provide enough ammunition for criminals to hack into financial records and compromise users’ personal information.

More than 57 percent of adults who social network received unsolicited emails or phishy emails asking for money, requesting account information, informing users of lottery winnings or asking users to download a video or picture. Thirty-one percent of those who received these phishy emails actually responded to them. Responding to phishy emails dramatically increases the chances of receiving more unsolicited emails and providing personal or financial information that could be used to commit identity theft or fraud.

Surprisingly, more than 40 percent of employed respondents with access to a computer at work claimed to visit these types of Web sites at work, opening up their businesses to the same cyber security risks.

While only 20 percent of adults surveyed are aware their children under the age of 17 use social networking services, only 49 percent of those adults limit access to their children’s profile.

6

www. russellresearch.com Social Networking Behavior

Q.A1 How many hours do you spend on social networking sites a week?

Consumers spend an average of two hours a week on social networking sites, with men and younger respondents significantly more likely to be involved on these sites.

Men were significantly more likely to spend two to three hours on social networking sites a week, compared to women.

Women, on the other hand, were significantly more likely to not be spending any time on social networking sites.

The younger a respondent, the more hours they spent social networking.

Amount Of Time Spent On Social Networking Sites

Percent Indicated TimeBase: Total Respondents

Mean No. of Hours Spend On Social Networking Sites: 1.8 1.8 1.8

Mean No. of Hours Spend On Social Networking Sites: 2.0 1.8 1.5MO O

17 19 16

10 1110

89

6

1212

12

52 4956

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total (n=2,163) Males (n=1,095) Females (n=1,068)

I do not spend anytime on any SocialNetworking SitesMore than 3 hours aweek

2 to 3 hours

1 to 2 hours

Less than 1 hour

F

M

36 3932

20 17 15

168 8

13

63

20

115

31

5869

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Ages 18 to 34(n=609)

Ages 35 to 54(n=984)

Ages 55 or Older(n=570)


2 to 3 hours

1 to 2 hours

Less than 1 hourO

MO

O

YYM

49

31 26

MO

O

7



Respondents in the West were significantly more likely to spend three hours or less social networking than respondents in the Midwest or South.

Respondents located in the West were significantly more likely to spend one to two hours on social networking sites compared to respondents located in the Midwest, Northeast and South.

Those in households with incomes of $50k were significantly more likely to say they do not spend any time on social networking sites than lower income households.



Mean No. of Hours Spend On Social Networking Sites: 1.8 1.8 1.9 1.7

Mean No. of Hours Spend On Social Networking Sites: 1.8 1.8

19 15

1010

88

1410

4958

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Under $50k (n=1,088) $50k or More (n=900)


2 to 3 hours

1 to 2 hours

Less than 1 hour

H

L

H

37 33

17 18 17 19

10 8 1015

7 10 7611 12 14

11

56 53 52 50

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Midwest(n=534)

Northeast(n=381)

South (n=785) West (n=463)


2 to 3 hours

1 to 2 hours

Less than 1 hour

NMNS

34 36 3440 MS

8



Non-married respondents were significantly more likely to spend time social networking.

Households with children present were significantly more likely to spend more than three hours a week social networking.

Households with three or more people residing in them spend significantly more time social networking compared to households with a two or one respondent.



Mean No. of Hours Spend On Social Networking Sites: 1.7 1.9 1.9 1.8

Mean No. of Hours Spend On Social Networking Sites: 1.7 1.7 1.9 OT

20 17 17

9 10 11

5 7 911 8

15

55 5847

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HH Size of 1 (n=417) HH Size of 2 (n=740) HH Size of 3 ormore (n=1,006)


2 to 3 hours

1 to 2 hours

Less than 1 hour

B

O

B

T

34 34 37

16 19 18 17

912 11 10

6

97 8

9

1515 11

60

45 50 54

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Married(n=1,089)

Not Married(n=1,052)

ChildrenPresent(n=748)

No ChildrenPresent

(n=1,415)

I do not spend any timeon any SocialNetworking SitesMore than 3 hours aweek

2 to 3 hours

1 to 2 hours

Less than 1 hour

NM

M

M

NC

31 3635

40 M

9



Respondents that were not employed spend significantly more time social networking than those who are employed.

Respondents not worried about becoming victims of cyber-crime spend significantly more time social networking than those who are worried about becoming victims.



Mean No. of Hours Spend On Social Networking Sites: 1.7 2.0 2.0 1.7E

19 1529

4210

10

21

23

78

22

12

11 14

29 23

53 53

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Employed(n=1,310)

Not Employed(n=811)

Don’t WorryAbout

Victimization(n=425)

Worry AboutVictimization

(n=591)

I do not spend any timeon any SocialNetworking SitesMore than 3 hours aweek

2 to 3 hours

1 to 2 hours

Less than 1 hourNE

E

D

W

36 33

7277

W

10


Over forty percent employed respondents claim to spend time on social networking sites while at work. Younger employees are the most likely to be visiting these sites sometimes during work.

Men and women were equally likely to admit spending time on social networking sites during working hours.

While at work, over one-half of the younger respondents (those 18 to 34 years old) admitted they social network at work.

Amount Of Time Spent On Social Networking Sites At Work

Percent Indicated Time

4 2 6

20 22 17

20 21 19

56 55 58

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total (n=547) Males (n=309) Females (n=238)

Never

Rarely

Sometimes

All the time

F

Base: Total Employed, Have Computer Access At Work And Spend Time On Social Networking Sites

5 4

2816

7

19

22

16

4958

77

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Ages 18 to 34(n=212)

Ages 35 to 54(n=265)


Never

Rarely

Sometimes

All the time

MO

YM

Q.A2 Do you spend time on social networking sites while at work?

11


Employees in the South and West were significantly more likely to social network while at work.

Respondents in a household income bracket of Under $50k are the least likely to be social networking while at work (“never”).



2 5

2022

17

23

6150

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Under $50k (n=258) $50k or More (n=259)

Never

Rarely

Sometimes

All the time

H

2 4 6 2

1722 22

18

2013

2025

61 6152 55

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Midwest(n=131)

Northeast(n=103)


Never

Rarely

Sometimes

All the time

N



12


Respondents not worried about becoming cyber-crime victims were significantly more likely to be social networking while on their employer’s dime.




6 2

2417

17

21

5259

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Don’t Worry AboutVictimization (n=218)

Worry About Victimization(n=329)

Never

Rarely

Sometimes

All the timeW


13

www. russellresearch.com Personal Information

Q.A3 Which of the following best describes how you limit/restrict who has access to your information?

Women and older respondents are more cautious than others in terms of restricting access to their personal information.

Women are significantly more likely than men to restrict information to their friends, while men are significantly more likely to allow anyone to read their profile.

The older a respondent, the more likely they are to restrict information to their friends and also to say that they don’t know who to restrict access.

How Limit Or Restrict Access To Personal Information

Percent Indicated Limit/Restriction

Base: Total Spend Time On Social Networking Sites

39 3642

42 46 37

7 7 8

12 12 12

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total (n=1,016) Males (n=533) Females (n=483)

I'm not sure

I don't know how torestrict access to myprofile

Allow anyone to readmy profile

Restrict information tomy friends

F

M

3142

52

57 3320

4

9 12

816 16

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Ages 18 to 34(n=419)

Ages 35 to 54(n=412)


I'm not sure




Y

Y

MO O

YM

Y

14


Married respondents are significantly more likely to restrict their information to friends than are unmarried respondents.

Respondents worried about becoming cyber-crime victims are significantly more likely to restrict their information to friends and they are also more likely not to know how to restrict access to their personal profiles.

How Limit Or Restrict Access To Personal Information

Percent Indicated Limit/RestrictionBase: Total Spend Time On Social Networking Sites

Q.A3 Which of the following best describes how you limit/restrict who has access to your information?

4535

3448

78

14 10

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Married (n=429) Not Married (n=575)

I'm not sure


Allow anyone to read myprofile


M

NM

M

3542

52 34

5

9

815

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Don't Worry AboutVictimization (n=425)


I'm not sure




W

D

D

15


Q.A4 Which of the following have you posted publicly on your profile page?

The majority of social network users have publicly posted information on their profile page, mainly their email address, name, and birth date. The younger, lower income users are the most likely to be publicly posting this information.

Men tend to post their name, birth date, telephone number and work address more so than women.

Younger respondents are significantly more likely to post their name and birth date on their profile page, while older respondents are significantly more likely to post their email, telephone number and home address.

Information Posted Publicly On Profile Page

Percent Indicated InformationBase: Total Spend Time On Social Networking Sites

54 53

44

14 14

4 2

26

54 56

49

1916

52

24

5349

38

1013

2 2

27

0

10

20

30

40

50

60

70

80

90

100

EmailAddress

Name Birth Date TelephoneNumber

HomeAddress

WorkAddress

SocialSecurityNumber

None of theabove


F

F

F

F

50

61

53

118

4 2

20

53

45

35

16 16

4 3

31

62

47

38

19

27

4 2

28

0

10

20

30

40

50

60

70

80

90

100

EmailAddress


HomeAddress

WorkAddress


None of theabove

Ages 18 to 34 (n=419) Ages 35 to 54 (n=412) Ages 55 or Older (n=185)

MO

YY

YM

MO

Y

YM

16



Respondents from the Midwest are much less likely to be posting personal information other than their email and name than respondents living in other parts of the country. Respondents from the West are the least likely to be posting their email address.

Respondents in a household of $50k or more will not post their information as often as those in a household income of less than $50k.



57 56

47

16 16

3 3

22

49 49

39

10 105

2

29

0

10

20

30

40

50

60

70

80

90

100

EmailAddress


HomeAddress

WorkAddress


None of theabove


H

HH

H

H

55 53

38

7 92

26

53 54

46

17 17

3 2

25

5852

46

16 16

4 3

24

45

54

45

16 14

63

28

0

10

20

30

40

50

60

70

80

90

100

EmailAddress


HomeAddress

WorkAddress


None of theabove

Midwest (n=235) Northeast (n=191) South (n=367) West (n=223)

W

M M

M

W

17



Unmarried respondents are significantly more likely to post their birth date than married respondents.

Higher educated respondents will not post their email address or birth date as often as their counterparts.



52 50

34

14 13

52

28

55 5651

15 15

3 2

23

0

10

20

30

40

50

60

70

80

90

100

EmailAddress


HomeAddress

WorkAddress


None of theabove


M

6356

51

16 17

4 2

19

51 53

42

14 13

4 2

27

0

10

20

30

40

50

60

70

80

90

100

EmailAddress


HomeAddress

WorkAddress


None of theabove

No College (n=235) College (n=771)

C

C

18



Respondents in a household size of one or two do not post their name publicly as often as those in a household size of three or more.

Employed respondents are less likely to post their name, telephone number, home address and social security number than are the unemployed.



51 49

42

1419

2 1

29

55

4841

12 14

3 2

26

5358

46

1613

52

24

0

10

20

30

40

50

60

70

80

90

100

EmailAddress


HomeAddress

WorkAddress


None of theabove

HH Size of 1 (n=189) HH Size of 2 (n=313) HH Size of 3 or more (n=514)

OT

52 51

41

12 115

1

26

57 58

47

18 19

2 4

24

0

10

20

30

40

50

60

70

80

90

100

EmailAddress


HomeAddress

WorkAddress


None of theabove

Employed (n=611) Not Employed (n=380)

E

E

E

E

NE

19



Worried respondents (worried of becoming cyber-crime victims) will not post their name or birth date on a profile page as often as those worried about victimization.



5660

53

1714

3 2

17

5148

37

13 14

4 2

32

0

10

20

30

40

50

60

70

80

90

100

EmailAddress


HomeAddress

WorkAddress


None of theabove

Don’t Worry About Victimization (n=425) Worry About Victimization (n=591)

WW

20


Q.A5 Are you aware that the information you put on your profile or web page may become widely available/publicly accessible?

Most social networking site users claim to be aware that anyone can see their information on their profile or Web page.

Women were significantly less aware than men that the information they post could become widely available or publicly accessible.

Younger respondents, 18 to 34 years of age, were significantly more likely to say they were aware anyone could see their Web page.

Aware Profile Could Become Publicly Accessible

Percent Indicated Awareness


819 21

7259 50

5 46

15 18 23

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Ages 18 to 34(n=419)

Ages 35 to 54(n=412)


I've turned on tools torestrict access to mysite

I thought only myfriends could see mysite

I'm aware anyone cansee my site

I wasn't awareY

MO

Y

Y

14 1118

64 69 58

5 3 6

17 17 17

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%





I wasn't aware

F

M

M

21


Although few, respondents from the Midwest were more likely to say they thought only their friends could see their Web page.

Respondent not married and without children were significantly more likely to know that their Web page could be publicly accessible.


Percent Indicated AwarenessBase: Total Spend Time On Social Networking Sites

11 14 14 19

64 63 65 61

9 5 3 3

17 19 17 17

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Midwest(n=235)

Northeast(n=191)





I wasn't awareM

SW


16 13 17 13

60 67 58 66

45

7 320 15 18 17

0%

10%20%

30%40%

50%

60%70%

80%90%

100%

Married(n=429)

Not Married(n=575)

ChildrenPresent(n=364)

NoChildrenPresent(n=632)




I wasn't aware

M

NC

C

22


Employed respondents and those not worried about cyberspace victimization were significantly more likely to be aware that anyone could see their site.


Percent Indicated AwarenessBase: Total Spend Time On Social Networking Sites

11 17

69 60

54

15 19

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%






I wasn't awareD

W


13 18

68 57

45

15 20

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%





I wasn't aware

N

NE

23

www. russellresearch.com Downloading Files

Q.A7 Do you download files (music, movies, documents, artwork or podcasts) from other profiles or web pages?

Over half of these social networking respondents download files from other profiles or Web pages at least sometimes, with men and those under age 35 the most likely to do so.

Men are significantly more likely to say they download files all the time or sometimes compared to women.

The younger the respondent, they more often they download files.

Download Files From Other Profiles Or Web Pages

Percent Indicated File DownloadBase: Total Spend Time On Social Networking Sites

13 169

4245

38

2924

34

17 15 19

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Never

Rarely

Sometimes

All the time

F

F

M

55 4761 F

199 3

47

41

30

23

30

40

1021 27

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Ages 18 to 34(n=419)

Ages 35 to 54(n=412)


Never

Rarely

Sometimes

All the timeMO

O

O

Y

O

Y

YM

3350 O66 MO

24



Respondents living in the West admit to downloading files all the time significantly more often than those living in the Midwest.

Respondents not married tend to download files all of the time or sometimes significantly more often than married respondents.



10 13 12 16

42 41 44 39

32 30 27 27

17 16 16 18

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Midwest(n=235)

Northeast(n=191)


Never

Rarely

Sometimes

All the timeM

52 54 56 55

10 15 15 12

4143

35 44

3127

3128

18 15 19 16

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Married(n=429)

Not Married(n=575)

No College(n=235)

College(n=771)

Never

Rarely

Sometimes

All the timeM

M

5158 M

50 56

25



Respondents that were employed are downloading files more often than those not employed, either all the time or sometimes.

Respondents not worried about becoming cyber-crime victims download files from other profiles or Web pages significantly more often than other respondents.



E

14 11

4537

2435

17 16

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Never

Rarely

Sometimes

All the time

NE

59 NE

48

189

45

39

22

33

15 18

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



Never

Rarely

Sometimes

All the timeW

D

63 W

48

26

www. russellresearch.com Unsolicited Emails

Q.A8 Have you received any of the following on your social networking site in the past month?

The majority of social network site users have received unsolicited emails during the past month, mainly ones informing them that they have won a prize.

Men claimed to have received a significantly higher number of unsolicited emails asking them to check out a picture, song, video or document; promising them a service for money; asking for money; or asking them to update their social networking account information than did the women.

The older a respondent the more likely they were to have received an unsolicited email announcing a prize.

Users aged 35 to 54 were the most likely to have received an unsolicited email promising a service in exchange for money or asking them for money.Unsolicited Emails

Percent Indicated Received Unsolicited EmailsBase: Total Spend Time On Social Networking Sites

46

29 2621 18

4348

33 3426 23

3944

2417 16 13

48

0

10

20

30

40

50

60

70

80

90

100

An unsolicitedemail or instant

message informingyou that you've

won a prize

An unsolicitedemail or instantmessage asking

you to check out apicture, song,

video or document


messagepromising you a

service inexchange for

money

An unsolicitedemail or instantmessage askingyou for money


you to update yoursocial networking

accountinformation

None of the above


F FF F

40

2922

18 18

4649

29 3025

21

42

55

28 2720

14

40

0

10

20

30

40

50

60

70

80

90

100



won a prize



video or document




money




accountinformation

None of the above


Y

YY

Y

27


Q.A8 Have you received any of the following on your social networking site in the past month?

Midwestern located respondents were least likely to have received an unsolicited email promising a service in exchange for money or requesting them to update their account information.

Respondents not worried about becoming cyberspace victims were the least likely to have received any unsolicited emails.

Unsolicited Emails

Percent Indicated Received Unsolicited EmailsBase: Total Spend Time On Social Networking Sites

38

2619 17 16

4951

31 3124

20

40

0

10

20

30

40

50

60

70

80

90

100



won a prize



video or document




money




accountinformation

None of the above

Don't Worry About Victimization (n=425) Worry About Victimization (n=591)

DD

D

46

2820 20

15

4547

31 30

20 18

4346

29 2620 17

4144

29 2824 24

46

0

10

20

30

40

50

60

70

80

90

100



won a prize



video or document




money




accountinformation

None of the above

Midwest (n=235) Northeast (n=191) South (n=367) West (n=223)

M MMS

28


Q.A9 And, have you responded to any of the following on your social networking site in the past month?

Seven in ten social networking site users have not responded to the unsolicited emails.

The youngest respondents were least likely to have responded to unsolicited emails.

Responded To Unsolicited Emails

Percent Indicated Responded

22

139 7 5

69

2215

9 8 5

68

22

9 8 6 5

70

0

10

20

30

40

50

60

70

80

90

100



won a prize



video or document




money




accountinformation

None of the above


14 125 6 5

75

27

13 159 6

66

33

117 4 1

60

0

10

20

30

40

50

60

70

80

90

100



won a prize



video or document




money




accountinformation

None of the above


Y

YY

Y

Base: Total Received Unsolicited Emails

29


Respondents living in a household of two, were most likely to have responded to an email informing them of winning a prize.

Respondents not worried about becoming cyber-crime victims were more likely to have responded to an email requesting them to update their account information.

Responded To Unsolicited Emails

Percent Indicated Responded

2215

7 8 7

68

22

11 106 3

69

0

10

20

30

40

50

60

70

80

90

100



won a prize



video or document




money




accountinformation

None of the above

Don't Worry About Victimization (n=217) Worry About Victimization (n=355)

W

1812 10

5

72

29

148 9 7

63

2012 9 6 5

71

0

10

20

30

40

50

60

70

80

90

100



won a prize



video or document




money




accountinformation

None of the above

HH Size of 1 (n=107) HH Size of 2 (n=171) HH Size of 3 or more (n=294)

B

O O

Q.A9 And, have you responded to any of the following on your social networking site in the past month?

Base: Total Received Unsolicited Emails

30

www. russellresearch.com Cyber-Crime

Q.A10 Please indicate how strongly you agree or disagree with the following statement.

Four in ten of total respondents agreed strongly or somewhat that “while they are on a social networking site, they don’t worry about becoming victims of cyber-crime.”

The younger the user the most likely they were to agree strongly/somewhat with this statement.

Agreement Level With “While I am on a social networking site, I don’t worry about becoming a victim of cyber-crime”

Percent Indicated AgreementBase: Total Spend Time On Social Networking Sites

13 14 12

30 3228

30 2831

28 26 29

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Disagree strongly

Disagree somewhat

Agree somewhat

Agree strongly43 4

640

15 146

3527

21

2832

29

22 27

44

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Ages 18 to 34(n=419)

Ages 35 to 54(n=412)


Disagree strongly

Disagree somewhat

Agree somewhat

Agree stronglyO

MO

O

YM

50MO41 O

27

31



Southern respondents were significantly more likely to agree strongly that “while they are on a social networking site, they don’t worry about becoming victims of cyber-crime,” than Midwestern respondents.

Married respondents were significantly more likely to disagree strongly with this statement.

Employed social networking site users were more likely to disagree somewhat that “while they are on a social networking site, they don’t worry about becoming victims of cyber-crimes.”


Percent Indicated AgreementBase: Total Spend Time On Social Networking Sites

10 12 16 12

36 32 2825

29 3427

29

25 2229 33

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Midwest(n=235)

Northeast(n=191)


Disagree strongly

Disagree somewhat

Agree somewhat

Agree strongly

SW

M

N

46 44 44 37

12 13 12 14

2732 28

32

2930

32 26

3224 28 28

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Married(n=429)

Not Married(n=575)

Employed(n=611)

NotEmployed

(n=380)

Disagree strongly

Disagree somewhat

Agree somewhat

Agree strongly

NM

NE

3945

4046

32



Respondents in a household size of three or more are the most likely to agree that “while they are on a social networking site, they don’t worry about becoming victims of cyber-crime”.


Percent Indicated Agreement


M

12 10 15

28 2931

3727

28

2334

26

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HH Size of 1 (n=189) HH Size of 2 (n=313) HH Size of 3 ormore (n=514)

Disagree strongly

Disagree somewhat

Agree somewhat

Agree strongly

TB

OB

40 3946 T

33

www. russellresearch.com Social Networking Children

Q.A11 Do any children in your household (under 17) participate on social networking sites, as defined above?

Of the interviewed parents with children under 17, two in ten mentioned their child participates on social networking sites.

Parents aged 55 or older were the most likely to say they did not know if their child under 17 participated in social networking sites.

9

2619

9069

66

1 415

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Ages 18 to 34(n=106)

Ages 35 to 54(n=253)

Ages 55 or Older(n=25)*

Don't know

No Children InHousehold Under 17Participate On SocialNetworking Sites

Children InHousehold Under 17Participate On SocialNetworking Sites

MO

Y

YM

20 22 19

76 73 78

4 5 4

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Don't know



Children Under 17 Social Network

Percent Indicated RespondedBase: Total Have Children Under 17

34


Unmarried respondents and those in households of two people were significantly more likely to admit that their child under 17 participated on social networking sites compared to the other respondents.

40

19

60

77

4

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HH Size of 2 (n=18)* HH Size of 3 or more (n=366)

Don't know



B

Children Under 17 Social Network

Percent Indicated RespondedBase: Total Have Children Under 17

Q.A11 Do any children in your household (under 17) participate on social networking sites, as defined above?

1728

7968

4 4

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Don't know



M

NM

35


Q.A12 Which of the following do you do to monitor your child’s social networking site?

Half of the parents with a child under 17 who participates in social networking sites mentioned that they regularly review their child’s profile. One third either don’t monitor their child’s site or don’t know how to.

Higher educated parents apparently are less likely to review their child’s profile.

Steps Taken To Monitor Child’s Social Networking Site

Percent Indicated Steps

52

29

1916

1

51

28 26

9

53

30

14

21

3

0

10

20

30

40

50

60

70

80

90

100

I regularly review mychild's profile

I restrict access to mychild's profile

I don't really monitormy child's SocialNetworking Site

I don't know how tomonitor my child's

Social Networking Site

Nothing

Total (n=81) Males (n=36)* Females (n=45)*

71

33

14

3

42

2822 23

2

0

10

20

30

40

50

60

70

80

90

100

I regularly review mychild's profile

I restrict access to mychild's profile

I don't really monitormy child's SocialNetworking Site

I don't know how tomonitor my child's

Social Networking Site

Nothing

No College (n=29)* College (n=52)

NC

C

Base: Total Have Children Under 17 That Participate In Social Networking

36


Q.A13 Do you restrict who has access to your child’s social networking site?

Half of the parents whose child is involved in social networking restrict access to their child’s site by only allowing friends to see their profile. The other half either don’t restrict access or don’t know how to.

Parents in a household size of two are significantly more likely to restrict their child’s profile to just their child’s friends.

Restrict Access To Child’s Social Networking Site

Percent Indicated Restricted Access

49

30

20

1

41 42

15

3

54

22 23

0

10

20

30

40

50

60

70

80

90

100

Only his/her friends can seehis/her profile

I haven't restricted accessto my child's site

I don't know how to restrictaccess to my child's site

I'm not sure


87

13

2

44

32

22

10

10

20

30

40

50

60

70

80

90

100

Only his/her friendscan see his/her profile

I haven't restrictedaccess to my child's

site

I don't know how torestrict access to my

child's site

I'm not sure Nothing

HH Size of 2 (n=7)* HH Size of 3 or more (n=74)B


37


Q.A14 Which of the following have you discussed with your children about potential dangers on their social networking sites?

The vast majority of parents whose children are social network users have discussed the potential dangers that exist, mainly how to watch out for predators.

All female respondents have discussed how to watch out for predators with their child under 17.

Parents in the Midwest were least likely to have discussed how to watch out for fraudsters trying to steal money and how to protect the computer from malicious software.

Potential Dangers Discussed

Percent Indicated Potential DangersBase: Total Have Children Under 17 That Participate In Social Networking

94

72

64

4

86

61 59

9

100

79

67

0

10

20

30

40

50

60

70

80

90

100

I've discussed how to watchout for predators

I've discussed how toprotect our computer from

malicious software

I've discussed how to watchout for fraudsters trying to

steal money

I haven't yet discussed whatpotential dangers exist on

Social Networking Sites


M

F

94

4642

6

88

73

63

6

92

81

71

4

100

83

76

0

10

20

30

40

50

60

70

80

90

100



steal money


malicious software



Midwest (n=21)* Northeast (n=13)* South (n=26)* West (n=21)*

MM

M

38


Parents in a household size of three or more were more likely to have discussed the different dangers that exist, especially how to watch out for predators with their children under 17 who use social networking sites.

Potential Dangers Discussed

Percent Indicated Potential Dangers

76

48

55

13

96

74

65

3

0

10

20

30

40

50

60

70

80

90

100



steal money


malicious software



HH Size of 2 (n=7)* HH Size of 3 or more (n=74)

T


Q.A14 Which of the following have you discussed with your children about potential dangers on their social networking sites?

39

www. russellresearch.com Demographics

Demographics

Significantly higher than other cell at a 95% confidence level.

Total Males FemalesTotal Respondents (2,163) (1,095) (1,068)

% % % Marital Status

Married 50 46 53 Not Married (net) 49 53 46

Single (never married) 22 27 17 Divorced 12 13 11 Separated 2 2 2 Widowed 4 2 5 Living with someone 9 9 10

Rather not answer 1 1 1

Mean Household Size: 2.7 2.6 2.9

EducationNo College (net) 25 23 28

Less than high school degree 2 2 2 High school graduate 18 15 21 Other technical school beyond high school 5 6 4

College (net) 74 76 72 Some college 31 31 31 Completed 2-year college 13 12 13 Completed 4-year college 18 20 16 Some post-graduate 5 4 5 Post-graduate degree 8 10 7


Age18 - 34 (net) 32 32 32

18 – 24 10 10 10 25 – 29 11 11 11 30 – 34 11 11 11

35 - 54 (net) 40 40 39 35 – 39 9 8 11 40 – 44 10 10 9 45 – 49 10 11 9 50 – 54 10 11 10

55 Or Older (net) 28 28 28 55 – 59 14 12 16 60 – 64 8 9 7 65 – 69 3 4 3 70 – 74 2 2 1 75 or older 1 2 1

Mean 43.7 44.1 43.3Median 44.0 45.0 44.0

Employment StatusEmployed (net) 60 64 56

Work full-time 49 55 43 Work part-time 11 9 13

Not Employed (net) 38 34 43 Homemaker 10 1 19 Full-time student 5 5 5 Part-time student 1 1 1 Retired 14 17 11 Unemployed 9 9 8


Mean Household Income: 55.4 58.8 51.9

40

www. russellresearch.com Demographics

Demographics

Significantly higher than other cell at a 95% confidence level.

Total Males FemalesTotal Respondents (2,163) (1,095) (1,068)

% % %

Whether Of Hispanic Origin Or DescentHispanic Origin Or Descent 10 9 11 Not Hispanic Origin Or Descent 88 89 87 Refused 2 2 2

EthnicityCaucasian 74 74 73 African-American 13 12 13 Mixed Ethnic Background 3 2 4 Asian/Pacific Islander 3 4 2 Native American 1 2 1 Other 3 3 2 Refused 4 4 5

41

www. russellresearch.com Appendix - Security

Q.A6 Which of the following steps do you take to secure your computer?

Steps For A Secure Computer

Percent Indicated Steps Were TakenBase: Total Spend Time On Social Networking Sites

86

7572

57

3 2

87

75 74

59

2 2

85

7469

54

52

0

10

20

30

40

50

60

70

80

90

100

Run and update ananti-virus program

on my computer

Run and update ananti-spyware

program on mycomputer

Have a firewallrunning on my

computer

Update myoperating system

regularly

I'm not sure whatsecurity software Ihave running on

my computer

I don't have anysecurity softwareon my computer


87

72 70

58

3 2

87

7976

56

2 10

10

20

30

40

50

60

70

80

90

100


on my computer




computer


regularly


my computer



LL

42




Percent Indicated Steps Were TakenBase: Total Spend Time On Social Networking Sites

85

71 70

56

4 2

86

7773

57

3 2

0

10

20

30

40

50

60

70

80

90

100


on my computer




computer


regularly


my computer


Children Present (n=364) No Children Present (n=632)

NC

87

7570

54

2 2

85

75 74

61

4 2

0

10

20

30

40

50

60

70

80

90

100


on my computer




computer


regularly


my computer



E

43




Percent Indicated Steps Were Taken

Total Males FemalesAges 18

to 34Ages 35

to 54Ages 55or Older

Total Spend Time On Social Networking Sites (1016) (533) (483) (419) (412) (185)

% % % % % %

Use One Method To Secure Computer (net) 13 14 12 11 16 11 Run and update an anti-virus program on my

computer 6 7 5 5 8 6

Have a firewall running on my computer 4 3 4 3 4 3

Update my operating system regularly 2 2 1 2 2 1 Run and update an anti-spyware program on

my computer 1 1 2 1 2 0

Use Two Methods To Secure Computer (net) 13 12 15 16 11 12 Run and update an anti-virus program on my

computer 11 9 13 13 9 10 Run and update an anti-spyware program on



Update my operating system regularly 3 2 4 3 3 4

Use Three Methods To Secure Computer (net) 26 26 27 29 24 21 Run and update an anti-virus program on my


my computer 23 23 23 26 22 19



Use Four Methods To Secure Computer 43 45 40 40 43 49

I'm not sure what security software I have running on my computer 3 2 5 2 3 4

I don't have any security software on my computer 2 2 2 2 2 2

M

M

O

Y

Y

44





Midwest Northeast South WestNo

College College

Total Spend Time On Social Networking Sites (235) (191) (367) (223) (235) (771)

% % % % % %

Use One Method To Secure Computer (net) 11 15 13 12 19 11 Run and update an anti-virus program on my

computer 5 9 6 5 10 5


Update my operating system regularly 1 3 2 1 3 1 Run and update an anti-spyware program on


Use Two Methods To Secure Computer (net) 15 15 12 12 12 14 Run and update an anti-virus program on my





Use Three Methods To Secure Computer (net) 23 22 29 28 25 27 Run and update an anti-virus program on my


my computer 19 21 26 23 22 23



Use Four Methods To Secure Computer 48 40 42 41 40 44

I'm not sure what security software I have running on my computer 1 3 3 5 4 3

I don't have any security software on my computer 2 4 1 1 1 2

W

M

M

C

45





MarriedNot

MarriedHH Size

of 1HH Size

of 2

HH Size of 3 or more

Children Present

No Children Present

Total Spend Time On Social Networking Sites (429) (575) (189) (313) (514) (364) (652)

% % % % % % %

Use One Method To Secure Computer (net) 15 10 7 15 14 14 12 Run and update an anti-virus program on

my computer 7 5 2 7 7 8 5 Have a firewall running on my computer 5 3 3 4 3 3 4 Update my operating system regularly 2 1 2 2 2 2 2 Run and update an anti-spyware program

on my computer 1 1 0 2 1 2 1

Use Two Methods To Secure Computer (net) 14 13 15 10 15 16 12 Run and update an anti-virus program on

my computer 10 12 14 8 12 13 10 Run and update an anti-spyware program

on my computer 8 8 9 7 8 8 8 Have a firewall running on my computer 7 3 4 3 6 7 4 Update my operating system regularly 3 3 4 2 3 4 3

Use Three Methods To Secure Computer (net) 26 27 25 28 26 21 29 Run and update an anti-virus program on

my computer 25 27 25 28 25 21 28 Run and update an anti-spyware program

on my computer 22 24 22 24 23 18 26 Have a firewall running on my computer 19 22 22 21 20 17 23 Update my operating system regularly 10 8 7 11 9 8 10

Use Four Methods To Secure Computer 42 44 47 44 40 43 42

I'm not sure what security software I have running on my computer 1 4 2 2 4 4 3

I don't have any security software on my computer 1 2 3 1 2 2 2

NM

NM

M

O O

T

NC

C

Documents

CA/NCSA Social Networking Study Report S E P T E M B E R 2 0 0 6