1) The document summarizes research from an online panel study that looked at perceptions of online profiles and reputation among 5000 individuals across 5 countries. 2) The study found that less than half of parents (43%) provide a lot of help to children in managing their online reputation. Children receiving less help were less concerned about their online reputation and less likely to think about the impact of their online activities. 3) While most feel in control of their online reputation, only about 44% of individuals actively think about the long-term consequences of their online activities. Those who think more actively are more likely to take steps to manage their online profile.

1. Online Profile & Reputation
Perceptions Study

2. Background
This report summarizes data privacy research to understand perceptions about
the creation and consequences of exposing a person’s online profile. The research
was conducted by blueocean market intelligence.
Study
Markets
Data
Source
Sample Size
• Total of 5000 interviews
US, Germany,
Ireland, Spain
and Canada
Online
panel
• 1000 per country equally
split between adults and
children
Audience
•
•
Adults aged 18-74 (N=2500), and children
aged 8-17 (N=2500)
Children aged between 8-14 were
interviewed through parents, and children
15-17 were interviewed directly
Fieldwork
Dates
November
11th –
November
24th , 2011
2

3. Questionnaire Overview
Screener
•Age
•Gender
•Critical employment
•Hours per week using the Internet
•Devices used to access the
Internet
Perceptions about
online profiles &
reputation
•Top 3 online activities that
contribute to my online profile
and to friends and family
•Level of concern about my online
reputation
•Frequency of active thinking
about the long-term impact my
online activities have on me and
other people
•Level of control over my online
reputation
•Steps taken to manage my online
profile
•Participation in online activities
Influences &
Consequences
•Positive or negative influences
from online activities
•Posting information that hurt
someone (intentionally or not)
•Sharing something publicly, that
you intended to keep private
•Posting something online that you
knew had the potential to make
someone uncomfortable
•My postings that influenced my
online reputation either positively
or negatively
•My postings that influenced
friends/family online reputation
either positively or negatively
•Friends/family postings that
influenced my online reputation
either positively or negatively
•My online activities impact on
friends/family
•Friends/family and other people’s
online activities impact on me
Demographics
•Marital status
•Employment status
•Education
•HH Income
•Use of cloud services
•Technology adoption
3

4. Definition of Key Terms Used
Online Profile:
An online profile is created by one’s interactions in the online world including the
use of (Internet enabled) TV, mobile phones, Internet and worldwide web, gaming
and other devices. Here are some examples:
Content about you (e.g., bank records, retail and airline purchases, telephone
records, medical records, credit card purchases, etc.)
Content that you create online (e.g., email, text messages, images, audio,
video, presence on social networks)
Your presence created by others (e.g., someone posting a picture or
comments –about you on a social network or website, etc...)
Online Reputation:
Online reputation is the image created of you through information you or others
shared online in blogs, posts, pictures, tweets, videos, etc.
4

5. Executive Summary
5

6. Executive Summary
6

7. Executive Summary
7

8. Executive Summary
The majority of online posts have a perceived neutral influence on online
reputations
8

9. Executive Summary
Children and parents need more and better help to manage their online
reputations
Less than half (43%) of parents give their children a lot of help managing their online reputations.
Coincidently, this is similar to the percentage of adults (44%) who actively think about the consequences
of their online activities.
Children 8-14 yrs. old are twice as likely to get a lot of help from their parents compared to children 1517 yrs. old (66% vs. 33%).
As the amount of help from a parent decreases:
Actively thinking about the impact of one’s online activities on themself and others decreases.
Children perceive less positive influences on their reputations from online activities.
Lack of concern decreases. Children who are less concerned or worried may become overconfident and
less vigilant.
Children who get more help from their parents have a higher level of concern about their online profiles
compared to children who get little or no help at all (Help - 67%, No help – 49%) .
Parents who help appear no more effective at preventing hurtful posts by their children than parents
who are not helping at all. This suggests parents need more effective guidance and tools to better help
their children.
9

10. Perceptions Are Evolving About What Contributes
Most to Online Profiles
1
2
3
Top 3 Activities that Contribute to Online Profiles
Higher Usage
Mature
Lower Usage
Emerging
72%
1
3
32% 31% 31%
28%
23%
2
17%
10% 9% 8%
6% 5% 4% 4% 4% 4% 3% 3% 3%
2% 1% 1%
Adults
Children
Q1. Of the online activities that you participate in, which three do you think contribute most to your own
online profile?
10

11. Greater Participation = Greater Contributions to
Profile
Activities (personal use) - adults
Top 3 Contributors vs. Participation
25
Participate in (rank reversed)
1
5
20
2
4
8
3
11
15
7
12
6
9
14
10
10
17
18
15
16
5
13
21
19
22
-
20
5
10
15
20
Top 3 Contributors to Online Profile (rank reversed)
25
1. Send and receive email
2. Online shopping
3. Online banking
4. Social networking (e.g. posts, blogs, tweets, photos, videos, etc.)
5. Search queries/surfing the web (from a desktop or mobile device)
6. Play online games including virtual worlds
7. Download or stream music, videos or movies
8. Send and receive text messages
9. Participate in online forums and communities
10. Make Internet based phone calls - e.g., Skype
11. Upload photos taken with a camera or mobile phone
12. Use online auction or classified services like E-bay, Craigslist, Amazon, etc.)
13. Use a personal website
14. Write a blog or post comments
15. Sharing my current location with family/friends
16. Use a news sharing service like Twitter, Pownce, FriendFeed, etc..
17. Use mobile phone or tablet applications
18. Subscribe to online couponing services like Groupon, Living Social, Tippr etc.
19. Use a business networking site like LinkedIn, Monster, etc.
20. Sharing my current location with apps or businesses
21. Engage in health management services or health discussion groups online22. Sharing my current location with the general public via apps
Q1. Of the online activities that you participate in, which three do you think contribute most to your own online profile?
Please select the three most important online activities you do.
Q7a. Please select all of the activities you do for personal use.
11

12. Consumers May Underestimate Their Activities’
Contribute to Their Profiles
Adults
Children
Participate in
activity
Send and receive email
Search queries/surfing the web (from a desktop or mobile device)
Online shopping
Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.)
Online banking
Send and receive text messages
Download or stream music, videos or movies
Upload photos to a website taken with a camera or mobile phone
Play online games including virtual worlds
Use online auction or classified services like E-bay, Craigslist, Amazon, etc
Participate in online forums and communities
Write a blog or post comments
Make internet-based phone calls - e.g., Skype
Use mobile phone or tablet applications
Subscribe to online couponing services like Groupon, Living Social, Tippr etc.
Sharing my current location with family/friends
Use a news sharing service like Twitter, Pownce, FriendFeed, etc..
Use a personal website
Engage in health management services or health discussion groups onlineUse a business networking site like LinkedIn, Monster, etc
Sharing my current location with the general public via apps
Sharing my current location with apps or businesses
Q1. Of the online activities that you participate in, which three do you think contribute most to your own
online profile? Q7a. Please select all of the activities you do for personal use .
Contributes to
profile
Participate in
activity
Contributes to
profile
93%
82%
74%
68%
65%
62%
62%
60%
58%
58%
53%
43%
43%
43%
41%
41%
36%
28%
25%
23%
23%
20%
72%
28%
32%
31%
31%
10%
17%
6%
23%
5%
9%
4%
8%
3%
3%
4%
4%
4%
1%
3%
1%
2%
85%
75%
48%
78%
32%
72%
79%
70%
76%
42%
53%
53%
52%
54%
N.A.
47%
51%
39%
N.A.
N.A.
27%
24%
48%
22%
16%
42%
9%
15%
41%
12%
42%
3%
9%
6%
11%
6%
N.A.
5%
6%
4%
N.A.
N.A.
2%
2%
12

13. Children & Parents Need More and Better Help
from Their Parents
1
2
3
1
Children - Q5a. How much do
your parents help you to manage
and protect your online
reputation?
Help me
a
lot, 28%
Help me
complet
ely, 15%
Help me
a
little, 29
%
Do not
help me
at
all, 28%
2
Children - Q8. Have you ever
posted information online that
has harmed others or hurt
relationships either intentionally
or unintentionally?
19%
18%
20%
3
Children - Q3a. How concerned
are you about your online
reputation?
68%
49%
67%
56%
16%
Do not help Help me a Help me a Helps me
me at all
little
lot
completely
Yes (%)
Do not help Help me a Help me a Helps me
me at all
little
lot
completely
Very/Somewhat Concerned (%)
13

14. Less Help from Parents Means…
1
2
3
1 Actively Thinking About the Impact of
2
Your Online Activities
(Always/Often %)
70%
Information that you might be exposing or
leaving behind while engaging in online …
How your online activities might be exposing
information about others
The long-term impact that your online
activities might have on your personal …
The long-term impact that your online
activities might have on your work/school …
The long-term impact that your online
activities might have on the personal …
The long-term impact that your online
activities might have on the work/school …
52%
57%
35%
Help Completely
50%
41%
37%
Help Completely
25%
23%
30%
10%
49%
9%
20%
60%
52%
39%
30%
26%
40%
55%
32%
Take steps to keep your personal and
work/school online profiles separate
Q5a. How much do your
parents help you to
manage and protect your
online reputation?
60%
54%
32%
Consider your own online profile when you
edit or post content
Consider other people’s online profile when
you edit or post content
65%
3
57%
36%
25%
Positive Influences on Online Reputation
from Online Activities Increases with
Parental Help
No help at all
10%
57%
49%
0%
64%
Children 8-14
Children 15-17
No help at all
Online Activity
14

15. 7 in 10 Feel in Control of Their Online Reputation
1
2
Q5. How much control do you think you have over your
online reputation?
1
49%
55%
26%
17% 18%
20%
5% 4%
4% 3%
Complete
control
A lot of
control
A little Control No control at
all
Adults
Q3a. How concerned are you about your online
reputation?
2 32%36%
24%25%
23%23%
16%13%
4% 3%
I am very
concerned
I am
I am not very I am not at Don't know
somewhat concerned all concerned
concerned
Adults
Children
Don't know
Children
Q3b. How concerned are you that your online
reputation may be harmed by content posted by
someone else?
28%30%
I am very
concerned
32%37%
I am
somewhat
concerned
22%20%
14%10%
4% 3%
I am not I am not at Don't know
very
all
concerned concerned
Adults
Children
15

16. The Relationship Between Control & Concern Is
Complex
Concern vs. Control
I have complete control (%)
35%
30%
25%
I am in complete
control so I don’t
worry
Doing all I can but
must always stay
alert
30%
28%
26%
23%
20%
16%
15%
13%
10%
5%
Not at all
concerned
Not very
concerned
Adults
Kids
10%
10%
Somewhat
concerned
Very
concerned
0%
Q3a. How concerned are you about your online reputation?
Q5. How much control do you think you have over your online reputation?
16

17. Likelihood of Managing One’s Online Profile Decreases
As Feelings of Control Increase
1
2
Steps Taken to Manage Online Profiles - Adults
0%
20%
40%
60%
80%
Searched my own name using a search engine
Used privacy settings on social networking sites that determine who can access…
1
Decided not to post specific text, photos or video online
Checked to see what other people say about me on websites/gaming …
I opted out of sharing information about myself with a website, financial services…
Ask someone to remove online content related to myself ( e.g., photos, text or…
Used the alert feature provided by some websites that automatically notifies me…
Checked my credit report
Contacted a web site owner or administrator and asked them to remove…
Employed an online reputation management company
Have not taken any steps
Complete control
A lot of control
Q5. How much control do you think you have over your online reputation?
Q6. Which of the following steps have you ever taken to manage your online profile?
2
A little control
No control at all
17

18. Feeling in Control Doesn’t Reduce Chances of Posting
Content that Hurts Others
Control vs. Causing Harm
Something I posted hurt someone
25%
20%
19%
19%
18%
18%
15%
10%
Adults
13%
12%
Children
13%
9%
5%
0%
Complete control
A lot of control
Q5. How much control do you think you have over your online reputation?
Q8. Have you ever posted information online that has harmed others or hurt relationships either
intentionally or unintentionally?
A little control
No control at all
18

19. 9 in 10 Have Taken Steps to Manage Their Profile
At Least Once
1
2
3
Steps Taken to Manage Your Online Profile
63%
61%
Searched my own name using a search engine
51%
55%
47%
48%
Used privacy settings on social networking sites that determine who can…
Decided not to post specific text, photos or video online
41%
40%
I opted out of sharing information about myself with a website, financial…
32%
Checked to see what other people say about me on websites/gaming …
Ask someone to remove online content related to myself ( …
21%
Used the alert feature provided by some websites that automatically …
17%
21%
9%
6%
8%
7%
Have not taken any steps
Contacted a web site owner or administrator and asked them to remove…
Other
34%
45%
3
Adults
Children
13%
Checked my credit report
Employed an online reputation management company
2
1
3%
1%
1%
Q6. Which of the following steps have you ever taken to manage your online profile?
19

20. Only 44% Think Actively About the Consequences
of Their Online Activities
1
2
Thinking About the Impact of Your Online Activities
(Always/Often %)
1
2
Take steps to keep your personal and work/school
online profiles separate
Information that you might be exposing or leaving
behind while engaging in online activities
Consider your own online profile when you edit or
post content
How your online activities might be exposing
information about others
The long-term impact that your online activities
might have on your personal reputation
Consider other people’s online profile when you edit
or post content
The long-term impact that your online activities
might have on your work/school reputation
The long-term impact that your online activities
might have on the personal reputation of others
The long-term impact that your online activities
might have on the work/school reputation of others
Q4. On a scale where, 1=Always, 2=Often, 3=Sometimes, 4=Rarely, 5=Never, please tell us:
How often do you:
52%
57%
57%
55%
49%
53%
46%
43%
44%
44%
43%
44%
40%
39%
38%
39%
Adults
Children
Average
Adults = 44%
Children = 44%
36%
34%
20

21. Think Actively and You’re More Likely to Take Steps
to Manage Your Online Profile
Steps Taken to Manage Your Online Profile
Searched my own name using a search engine
57%
Used privacy settings on social networking sites that determine who can…
45%
Decided not to post specific text, photos or video online
35%
Checked to see what other people say about me on websites/gaming …
14%
Used the alert feature provided by some websites that automatically…
11%
Other
18%
Actively Think
14%
Often
4%
9%
6%
Contacted a web site owner or administrator and asked them to remove…
Employed an online reputation management company
25%
12%
16%
Checked my credit report
Have not taken any steps
48%
34%
18%
Ask someone to remove online content related to myself ( …
57%
53%
43%
I opted out of sharing information about myself with a website, financial …
67%
Rarely
2%
2%
1%
1%
Q4_1. How often do you actively think about the information that you might be exposing
or leaving behind while engaging in online activities?
Q6. Which of the following steps have you ever taken to manage your online profile?
21

22. Consumers Are Mindful About Not Posting Hurtful
Information
1
2
Q8. Have you ever posted information online that
has harmed others or hurt relationships either
intentionally or unintentionally?
Adults
&
Children
Adults
“Posted a picture of my friend that I
didn't know she didn't want up on
Facebook.”
Unintentional
Adults
12%
Yes
No
1
88%
2
“I spread malicious rumours about
my colleague because I was angry
with him.”
Yes
“I was just joking on a girl’s
Facebook comment but I didn't
know she took it so seriously.”
“'I put up a joke, and people
thought it was a bit offensive.”
72%
Children
No
“I didn't realize the person had
people on his Facebook that were
not aware of his relationship
status.”
Children
18%
82%
Q9. If YES, was it intentional or unintentional?
Q9a. If intentional, please describe the information you shared
Q9b. If unintentional, please describe the information you shared
Intentional
28%
“I posted some negative opinion
about a local business and shared
with my friends.”
“Details about personal life.”
“I shared something embarrassing
about someone else”
“Photos”
“Sometimes if I am upset I will say
mean things to get back at someone
who said something mean about
me.”
22

23. Adults Are More Careful Than Children About
Keeping Information Private
1
2
Q10. Have you ever shared something publicly
that you intended to keep private?
Adults
Yes
1
83%
17%
73%
27%
No
Children
Yes
No
Q11. What type of information did you share
publicly?
Base
Information about my personal life
Photos of me or my family
My birthday
Hobbies / things I like to do
My cell phone number
Information about my job
My home address
Places I like to go
Information about my kids
Comments I post online
Info/Details about my friends
Details of my work
Others
Information about my family
Information about my school
Text messages
Adults
Children
434
56%
38%
31%
26%
25%
20%
19%
19%
18%
17%
15%
12%
2%
N.A.
N.A.
N.A.
664
N.A.
36%
34%
N.A.
23%
N.A.
16%
19%
N.A.
21%
44%
N.A.
4%
29%
24%
16%
2
23

24. Less Than One in Five Purposely Posts Information
that Could Potential Hurt Someone
1
Q12. Have you ever posted something online that you knew had the
potential to make someone uncomfortable?
44%
38%
40%
33%
1
21%
14%
4%
5%
Yes - but I did it anyway, I Yes - I did it anyway, but I No - I have never posted
No - I have never posted
felt peer pressure to do it, I didn't intend to hurt them
something that I knew
online that would make
wanted to hurt them,etc.
might have the potential to someone uncomfortable.
hurt someone
Adults
Children
24

25. Positive Influences Outweigh Negative Influences by a
Wide Margin
Adults
- Q7b.Now we would like to know how much you feel each activity influences your online
reputation. If you don’t do a particular activity, please tell us how you think it might influence your
online reputation. Your best guess is OK.
Base - 2500
Send and receive email
Online shopping
Online banking
Search queries/surfing the web (from a desktop or mobile device)
Download or stream music, videos or movies
Sharing my current location with family/friends
Sharing my current location with apps or businesses
Sharing my current location with the general public
Make internet based phone calls – e.g., Skype
Use mobile phone applications
Upload photos to a website taken with a camera or cell phone
Send and receive text messages
Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.)
Use a business networking site like LinkedIn, Monster, etc…
Use a personal website
Write a blog or post comments
Play online games including virtual worlds
Use a news sharing service like Twitter, Pownce, FriendFeed, etc..
Use online auction or classified services like Ebay, Craigslist, Amazon, etc…
Participate in online forums and communities
Subscribe to online couponing services like Groupon, Living Social, Tippr etc.
Engage in health management services or health discussion groups online
Average
* % for small positive/negative influences not shown
Positive
Influence
Negative
Influence
47%
31%
27%
31%
23%
23%
19%
18%
28%
23%
29%
29%
32%
25%
27%
28%
26%
25%
23%
29%
20%
24%
27%
2%
4%
5%
3%
7%
12%
15%
20%
6%
6%
7%
4%
9%
7%
7%
8%
7%
8%
6%
6%
7%
6%
7%
Positive/
Negative
Ratio
24
8
5
10
3
2
1
1
5
4
4
7
4
4
4
4
4
3
4
5
3
4
5.0
No
Influence*
Diff
Positive
Negative
34%
44%
49%
42%
45%
39%
44%
41%
48%
51%
34%
45%
31%
47%
44%
38%
41%
41%
46%
37%
51%
49%
42%
45%
27%
22%
28%
16%
11%
4%
-2%
22%
17%
22%
25%
23%
18%
20%
20%
19%
17%
17%
23%
13%
18%
25
19%

26. Positive Influences Outweigh Negative Influences by a
Wide Margin
Children - Q7b.Now we would like to know how much you feel each activity influences your
Base - 2500
Send and receive email
Online shopping
Online banking
Search queries/surfing the web (from a desktop or mobile device)
Download or stream music, videos or movies
Sharing my current location with family/friends
Sharing my current location with apps or businesses
Sharing my current location with the general public
Make internet based phone calls – e.g., Skype
Use mobile phone applications
Upload photos to a website taken with a camera or cell phone
Send and receive text messages
Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.)
Use a personal website
Write a blog or post comments
Play online games including virtual worlds
Use a news sharing service like Twitter, Pownce, FriendFeed, etc..
Use online auction or classified services like Ebay, Craigslist, Amazon, etc…
Participate in online forums and communities
Average
Positive
Influence
Negative
Influence
47%
27%
23%
35%
35%
30%
21%
22%
31%
29%
41%
39%
42%
32%
35%
34%
31%
23%
30%
online reputation. If you don’t do a particular activity, please tell us how you think it might
influence your online reputation. Your best guess is OK.
2%
4%
4%
2%
4%
11%
14%
16%
5%
5%
6%
3%
6%
5%
5%
6%
6%
6%
6%
32%
6%
Positive/
Negative
Ratio
24
7
6
18
9
3
2
1
6
6
7
13
7
6
7
6
5
4
5
7.4
No
Influence*
31%
51%
55%
36%
32%
30%
39%
36%
39%
43%
21%
32%
20%
38%
30%
31%
33%
47%
33%
36%
Diff
Positive
Negative
45%
23%
19%
33%
31%
19%
7%
6%
26%
24%
35%
36%
36%
27%
30%
28%
25%
17%
24%
26%
* % for small positive/negative influences not shown
26

27. Tradeoffs Vary by Activity Between Contributions to
Online Profiles and Positive Influences
Send & receive email is perceived to be the top contributor to online profiles and in terms of positive influence on one’s
online reputation. This implies a balance between the large contributions to one’s online profile made by email and the
positive influences one gets from email.
Activities such as downloads/streaming (7), online games (6), and online banking (3) are making large contributions to
online profiles but do not provide a relatively equal amount of positive influences (e.g., activities above the 45 degree
line). Conversely, engaging in health mgt. (21), business networking (19) and blogs have more positive influences compared
to the contributions being made to online profiles (e.g., activities below the 45 degree line).
Activities (personal use) - Adults
Top 3 Contributors to Online Profile (rank)
reversed)
Positive Influence vs. Top 3 Contribution
25
Contribution > Positive Influence
1
2
3
20
5
6
7
15
4
8
9
12
10
10
13
15
11
14
16
5
18
17
20
0
19
21
22
0
5
Positive Influence > Contribution
10
15
20
Positive influence rank (rank reversed)
25
1. Send and receive email
2. Online shopping
3. Online banking
4. Social networking (e.g. Posting, blogs, tweets, photos, videos, etc.)
5. Search queries/surfing the web (from a desktop or mobile device)
6. Play online games including virtual worlds
7. Download or stream music, videos or movies
8. Send and receive text messages
9. Participate in online forums and communities
10. Make internet based phone calls - e.g., Skype
11. Upload photos taken with a camera or mobile phone
12. Use online auction or classified services like E-bay, Craigslist, Amazon, etc.)
13. Use a personal website
14. Write a blog or post comments
15. Sharing my current location with family/friends
16. Use a news sharing service like Twitter, Pownce, FriendFeed, etc..
17. Use mobile phone or tablet applications
18. Subscribe to online couponing services like Groupon, Living Social, Tippr etc.
19. Use a business networking site like LinkedIn, Monster, etc.
20. Sharing my current location with apps or businesses
21. Engage in health management services or health discussion groups online22. Sharing my current location with the general public via apps
Q1. Of the online activities that you participate in, which three do you think contribute most to your own online profile?
Please select three most important online activities which you do.
Q7b.Now we would like to know how much you feel each activity influences your online reputation. If you don’t do a particular activity, please
tell us how you think it might influence your online reputation. Your best guess is OK.
27

28. Most Influences from a Person’s Posts on Their
Reputation Are Neutral
1
2
Q13a. Have you ever posted something
online that has influenced your reputation
either positively or negatively?
Positive/Negative Influences
Adults
1
Children
Positive
Negative
Positive
Negative
71%
50%
74%
54%
Posted a photo of myself or family
45%
26%
50%
34%
Update my social networking profile
36%
13%
35%
12%
Posted something on a webpage
33%
23%
31%
25%
Posted a comment on a blog
32%
29%
35%
25%
Updated my resume
25%
4%
Posted a video
18%
12%
25%
16%
Posted a photo of others
17%
20%
20%
20%
Posted a photo of my children
16%
13%
Recommend someone for a job
15%
3%
26%
23%
63%
Posted a comment on a social networking site
48%
44%
31%
15%
9%
Yes, PositivelyYes, Negatively
No influence, positive or negative
Adults
Posted a photo of friend & family
2
Children
Q13b. What were the activities that you felt positively influenced your reputation?
Q13b. What were the activities that you felt negatively influenced your reputation?
28

29. Most Influences From My Posts On Family &
Friends Are Neutral
1
2
Q14a. Have you ever posted something
online that has influenced your family or
friend’s reputation either positively or
negatively?
2 75%
65%
Positive/Negative Influences
Adults
Children
35%
66%
46%
47%
23%
26%
17%
31%
27%
17%
21%
22%
22%
26%
18%
21%
22%
20%
20%
25%
23%
Update my social networking profile
16%
7%
17%
7%
Posted a video
16%
15%
17%
12%
Recommend someone for a job
12%
7%
Updated my resume
Adults
63%
Posted a photo of others
Yes, PositivelyYes, Negatively
No influence, positive or negative
Posted a comment on a social networking site
Posted a photo of my children
9%
Negative
Posted something on a webpage
5%
Positive
Posted a comment on a blog
28%
21%
Negative
Posted a photo of them or family
1
Positive
10%
11%
46%
34%
Posted a photo of friend & family
Kids
Q14b. What were the activities that you felt positively influenced your family or friend’s reputation?
Q14c. What were the activities that you felt negatively influenced your family or friend’s reputation?
29

30. Most Influences from Posts by Family & Friends on
One’s Reputation Are Neutral
1
2
Q15a. Has a friend or family member ever
posted something online that has
influenced your reputation either
positively or negatively?
Positive/Negative Influences
Adults
Children
Positive
Negative
Positive
Negative
Posted a comment on a social networking site
68%
59%
66%
47%
Posted something on a webpage
26%
18%
24%
19%
Posted a photo of them or family
39%
30%
50%
47%
Posted a photo of my children
19%
7%
Posted a comment on a blog
23%
19%
27%
23%
Posted a photo of others
19%
16%
20%
12%
Posted a video
13%
15%
17%
15%
Updated my resume
10%
7%
Update my social networking profile
15%
7%
14%
8%
Recommend someone for a job
9%
3%
29%
18%
2 69%
56%
1
32%
22%
16%
11%
Yes, PositivelyYes, Negatively
No influence, positive or negative
Adults
Posted a photo of friend & family
Children
Q15b. What were the activities that you felt, which positively influenced your reputation?
Q15c. What were the activities that you felt, which negatively influenced your reputation?
30

31. One’s Online Activities Have a Neutral Impact on
Family & Friends
1
2
Q16a. Have your friends and family or
other people ever been impacted by your
online activities either positively or
negatively?
Yes, Positively
No, Negatively
No Influence, positive or negative
Adults
1
Friends/
Family
31%
Children
15%
Friends/
Family
44%
9%
15%
15%
23%
65%
74%
51%
65%
Others
Q16b.Please tell us what positive impact did your online
activity have on [friends and family or other people]?
2
Helped save a friendship
Helped someone get a job
Defended someone who was being cyberbullied
Helped save a marriage
Helped someone with getting into the college of their choice
Others
19%
Adults
Friends/
Family
64%
46%
30%
20%
25%
Children
Others
46%
43%
37%
28%
28%
Friends/
Family
76%
Others
58%
51%
53%
34%
36%
31

32. Negative Impacts from One’s Online Activities
Q16c. Please tell us what negative impact your online activity had on [friends and
family or other people]?
Impacts
Lost a friendship
Adults
Friends/
Others
Family
49%
46%
Impacts
Lost a friendship
Children
Friends/
Others
Family
51%
50%
Socially embarrassed
42%
32%
Socially embarrassed
46%
42%
Victim of identity theft
29%
20%
Alienated a family member
27%
19%
Been harassed or bullied
26%
17%
Been harassed or bullied
26%
27%
Fired from a job
23%
19%
Victim of identity theft
24%
22%
Got divorced
22%
17%
Disciplined in school
23%
20%
Lost out on getting a job
20%
18%
Suspended from school
16%
17%
Physically hurt themselves
17%
15%
Expelled from school
14%
13%
Was refused health insurance
16%
12%
Attempted to physically hurt or harm themselves
14%
15%
Lost custody of Kids
15%
15%
Lost out on getting into college I wanted
12%
14%
Was turned down for a mortgage
15%
14%
Lost out on getting into college they wanted
14%
13%
32

33. Online Activities of Others Typically Have a Neutral
Impact
1
2
Q17a. Have you ever been impacted by
friends and family or other people’s
online activities either positively or
negatively?
Adults
Children
Friends/
Family
Yes, Positively
No, Negatively
No Influence, positive or negative
1
Others
Friends/
Family
Others
27%
12%
39%
17%
12%
15%
16%
22%
66%
77%
53%
67%
Q17b. Please tell us what positive impact did the online
activities of [friends and family or other people’s] have on
you?
2
Helped save a friendship
Helped someone get a job
Defended someone who was being cyberbullied
Helped save a marriage
Helped someone with getting into the college of their choice
Adults
Friends/
Family
61%
41%
29%
21%
22%
Children
Others
50%
41%
31%
21%
23%
Friends/
Family
74%
Others
63%
45%
56%
30%
34%
33

34. Negative Impacts from Others’ Online Activities
Q17c. Please tell us what negative impact did the online activities of [friends and family
or other people’s have on you?
Impacts
Adults
Impacts
Friends/
Others
Family
Children
Friends/
Others
Family
Lost a friendship
43%
44%
Socially embarrassed
49%
40%
Socially embarrassed
43%
37%
Lost a friendship
48%
43%
Victim of identity theft
23%
24%
Alienated a family member
31%
20%
Been harassed or bullied
22%
27%
Been harassed or bullied
24%
26%
Fired from a job
21%
20%
Victim of identity theft
23%
24%
Got divorced
21%
19%
Disciplined in school
22%
22%
Lost custody of Kids
17%
15%
Suspended from school
16%
16%
Was refused health insurance
15%
16%
Expelled from school
14%
13%
Was turned down for a mortgage
15%
14%
Attempted to physically hurt or harm themselves
13%
15%
Lost out on getting a job
14%
18%
Lost out on getting into college I wanted
12%
12%
Physically hurt myself
14%
15%
Lost out on getting into college they wanted
12%
16%
34

35. Appendix
35

36. Country Detail Tables
US, Canada, Germany, Spain, Ireland
• Adults
36

37. Summary of Selected Metrics – Adults
Country Rank
Metric
Canada
Germany
Ireland
Spain
US
Top 3 contributor to online profile – Social Networking %
2
5
1
3
4
Concerned about online reputation (Very/Somewhat %)
2
5
3
1
4
Concerned that others harm your online reputation (Very/somewhat %)
4
3
2
1
5
Amount of control over online reputation (Complete/A lot %)
3
2
4
1
5
Steps taken to manage online profile
4
1
3
2
5
Ever posted information that has harmed others
3
1
4
2
5
Ever posted information that has intentionally harmed others
1
5
2
4
3
Incidence of shared information that was intended to be private
3
1
4
2
5
I posted information that positively influenced my reputation
4
3
2
1
5
I’ve posted information that positively influenced friends/family
4
2
2
1
5
Friend/family posted information that positively influenced my reputation
4
2
3
1
5
My friends/family were positively impacted by my online activities
3
2
3
1
5
I’ve been impacted positively by friends/family online activities
3
2
4
1
5
37

38. Email is the Biggest Contributor to Online Profiles
Q1. Of the online activities that you
participate in, which three do you think
contribute most to your own online
profile?
Base
Send and receive email
Online shopping
Online banking
Social networking (e.g. Posting content blogs, tweets, photos, videos, etc.)
Search queries/surfing the web (from a
desktop or mobile device)
Play online games including virtual
worlds
Download or stream music, videos or
movies
Send and receive text messages
Participate in online forums and
communities
Make internet based phone calls - e.g.,
Skype
Upload photos to a website taken with a
camera or mobile phone
Use online auction or classified services
like E-bay, Craigslist, Amazon, etc
Use a personal website
Write a blog or post comments
Sharing my current location with
family/friends
Use a news sharing service like Twitter,
Pownce, FriendFeed, etc..
Use mobile phone or tablet applications
Subscribe to online couponing services
like Groupon, Living Social, Tippr etc.
Use a business networking site like
LinkedIn, Monster, etc
Sharing my current location with apps or
businesses
Engage in health management services or
health discussion groups onlineSharing my current location with the
general public via apps
MARKET - Adults
Total
Canada Germany Ireland
Spain
US
2500
72%
32%
31%
500
75%
23%
41%
500
68%
32%
24%
500
76%
32%
40%
500
65%
24%
16%
500
76%
48%
35%
31%
33%
25%
35%
30%
29%
28%
30%
23%
25%
35%
26%
23%
14%
41%
13%
35%
13%
17%
13%
24%
16%
25%
5%
10%
12%
5%
11%
10%
12%
9%
10%
11%
5%
10%
10%
8%
6%
11%
12%
7%
3%
6%
6%
5%
5%
11%
5%
5%
5%
6%
4%
2%
8%
4%
3%
4%
3%
7%
3%
4%
4%
3%
3%
4%
5%
4%
5%
2%
3%
4%
4%
4%
4%
2%
4%
6%
2%
3%
3%
3%
4%
4%
3%
3%
6%
1%
4%
2%
3%
3%
3%
2%
3%
3%
4%
2%
2%
2%
1%
2%
2%
1%
3%
1%
0%
1%
1%
1%
1%
1%
1%
1%
2%
Q2.Thinking of your friends and families,
what are the three things you contribute
most to their online profiles?
Base
Send and receive email
Social networking (e.g. Posting content blogs, tweets, photos, videos, etc.)
Online shopping
Search queries/surfing the web (from a
desktop or mobile device)
Online banking
Play online games including virtual worlds
Send and receive text messages
Upload photos to a website taken with a
camera or cell phone
Download or stream music, videos or
movies
Make internet based phone calls - e.g.,
Skype
Sharing my current location with
family/friends
Participate in online forums and
communities
Write a blog or post comments
Use a news sharing service like Twitter,
Pownce, FriendFeed, etc.
Use mobile phone applications
Use online auction or classified services like
E-bay, Craigslist, Amazon, etc
Use a personal website
Use a business networking site like LinkedIn,
Monster, etc
Subscribe to online couponing services like
Groupon, Living Social, Tippr etc.
Sharing my current location with the general
public
Sharing my current location with apps or
businesses
Engage in health management services or
health discussion groups online
MARKET - Adults
Total
Canada Germany Ireland
Spain
US
2500
70%
500
76%
500
68%
500
71%
500
63%
500
75%
36%
40%
27%
41%
31%
40%
23%
16%
31%
24%
19%
27%
20%
22%
16%
16%
22%
22%
18%
18%
16%
17%
12%
17%
22%
29%
10%
19%
10%
21%
14%
25%
12%
17%
11%
21%
15%
16%
10%
16%
18%
18%
13%
10%
19%
16%
16%
5%
12%
12%
18%
18%
9%
5%
9%
12%
3%
9%
9%
12%
9%
10%
10%
4%
11%
9%
8%
8%
7%
7%
9%
8%
6%
5%
4%
8%
8%
4%
5%
5%
3%
6%
8%
4%
5%
5%
8%
3%
2%
6%
4%
3%
3%
4%
6%
5%
3%
2%
4%
2%
6%
2%
3%
6%
2%
3%
2%
3%
2%
2%
3%
2%
3%
2%
2%
2%
2%
1%
4%
2%
2%
2%
1%
1%
1%
38
2%

39. Spain Has the Highest Level of Concern; US the
Least
Q3a. How concerned are you about your online
reputation?
Base
I am very concerned
I am somewhat concerned
I am not very concerned
I am not at all concerned
Don't know
Q3b. How concerned are you that your online
reputation may be harmed by content posted by
someone else?
Base
I am very concerned
I am somewhat concerned
I am not very concerned
I am not at all concerned
Don't know
MARKET - Adults
Total
Canada
2500
23%
32%
24%
16%
4%
500
25%
31%
23%
17%
4%
Germany
500
15%
30%
27%
19%
8%
Ireland
Spain
500
23%
33%
26%
14%
4%
500
31%
38%
22%
7%
3%
US
500
22%
27%
24%
23%
4%
MARKET - Adults
Total
Canada
2500
28%
32%
22%
14%
4%
500
24%
31%
23%
18%
3%
Germany
500
26%
37%
20%
11%
6%
Ireland
Spain
500
29%
34%
24%
9%
4%
500
38%
38%
15%
8%
2%
US
500
22%
22%
29%
23%
4%
39

40. On Average 44% Think Actively About the
Consequences of Their Online Activities
Q4: How Actively Do You Think About…
(Always, Often %)
MARKET – Adults
Always + Often (%)
Total
Canada
Germany
Ireland
Spain
US
Base
Information that you might be exposing or leaving behind while engaging in online
activities
2500
500
500
500
500
500
57%
58%
64%
61%
53%
47%
How your online activities might be exposing information about others
46%
46%
54%
49%
44%
37%
The long-term impact that your online activities might have on your personal
reputation
44%
43%
49%
50%
44%
36%
The long-term impact that your online activities might have on your work reputation
40%
37%
48%
45%
41%
29%
38%
37%
42%
41%
39%
32%
36%
32%
41%
39%
39%
27%
Consider your own online profile when you edit or post content
49%
48%
49%
55%
51%
41%
Consider other people’s online profile when you edit or post content
43%
42%
44%
49%
48%
35%
Take steps to keep your personal and work online profiles separate
57%
56%
56%
62%
59%
51%
44%
43%
49%
49%
45%
35%
The long-term impact that your online activities might have on the personal
reputation of others
The long-term impact that your online activities might have on the work reputation
of others
Average
40

41. Spain and Germany Claim the Highest Amount of
Control
Q5. How much control do you think you have
over your online reputation?
Base
Complete control
A lot of control
A little Control
No control at all
Don't know
MARKET - Adults
Total
Canada
2500
17%
49%
26%
4%
5%
500
17%
46%
26%
5%
7%
Germany
500
19%
52%
22%
3%
4%
Ireland
Spain
500
15%
47%
31%
4%
4%
500
18%
58%
19%
1%
3%
US
500
16%
44%
30%
5%
6%
41

42. A Combination of Steps are Used to Manage Online
Reputations
Q6. Which of the following steps have you ever taken to manage your online profile?
Base
Searched my own name using a search engine
Used privacy settings on social networking sites
Decided not to post specific text, photos or video online
I opted out of sharing information about myself with a website
Checked to see what other people say about me on websites
Ask someone to remove online content related to myself
Used the alert feature provided by some websites that automatically notifies me
Checked my credit report
Have not taken any steps
Contacted a web site owner or administrator and asked them to remove content
Employed an online reputation management company
Others
Have not taken any steps
Total
2500
63%
51%
47%
41%
32%
21%
17%
13%
9%
8%
3%
1%
9%
MARKET - Adults
Canada Germany Ireland
500
500
500
61%
72%
67%
56%
47%
60%
50%
48%
56%
45%
37%
51%
29%
38%
34%
22%
22%
24%
17%
17%
19%
13%
6%
7%
11%
5%
8%
4%
10%
6%
2%
4%
2%
2%
1%
1%
11%
5%
8%
Spain
500
61%
42%
36%
29%
35%
25%
19%
9%
6%
12%
4%
1%
US
500
54%
48%
46%
43%
22%
12%
16%
27%
15%
7%
3%
1%
6%
15%
42

43. Online Activities: Personal and Work Usage
Q7a. Please select all of the activities you
do for personal use
Base
Send and receive email
Search queries/surfing the web (from a
desktop or mobile device)
Online shopping
Social networking (e.g. Posting content blogs, tweets, photos, videos, etc.)
Online banking
Send and receive text messages
Download or stream music, videos or
movies
Upload photos to a website taken with a
camera or cell phone
Play online games including virtual worlds
Use online auction or classified services like
Ebay, Craigslist, Amazon, etc
Participate in online forums and
communities
Write a blog or post comments
Make internet based phone calls - e.g.,
Skype
Use mobile phone applications
Subscribe to online couponing services like
Groupon, Living Social, Tippr etc.
Sharing my current location with
family/friends
Use a news sharing service like Twitter,
Pownce, FriendFeed, etc..
Use a personal website
Engage in health management services or
health discussion groups online
Use a business networking site like LinkedIn,
Monster, etc
Sharing my current location with the general
public
Sharing my current location with apps or
businesses
MARKET - Adults
Total
Canada Germany Ireland
Spain
US
2500
93%
500
95%
500
88%
500
95%
500
87%
500
97%
82%
88%
73%
85%
80%
84%
74%
72%
69%
84%
57%
88%
68%
67%
61%
74%
72%
67%
65%
62%
72%
56%
53%
50%
75%
78%
51%
65%
74%
61%
62%
61%
53%
68%
71%
55%
60%
60%
51%
69%
65%
54%
58%
51%
74%
45%
73%
48%
Q7a. Please select all of the activities you do
for work use
500
50%
44%
36%
500
38%
27%
18%
20%
15%
23%
17%
27%
18%
Download or stream music, videos or movies
Sharing my current location with family/friends
Sharing my current location with apps or
businesses
Sharing my current location with the general
public
Make internet based phone calls - e.g., Skype
Use mobile phone applications
Upload photos to a website taken with a
camera or cell phone
16%
14%
10%
11%
18%
20%
14%
9%
24%
20%
12%
11%
14%
11%
14%
8%
31%
7%
14%
9%
16%
11%
20%
12%
13%
12%
11%
10%
18%
14%
11%
11%
19%
18%
7%
8%
12%
10%
15%
7%
20%
9%
12%
10%
17%
10%
16%
8%
11%
6%
16%
8%
19%
6%
11%
8%
14%
8%
17%
7%
11%
10%
9%
7%
7%
6%
16%
14%
15%
9%
5%
4%
15%
16%
18%
7%
6%
5%
9%
6%
14%
3%
17%
5%
9%
7%
13%
3%
14%
5%
8%
5%
12%
4%
14%
6%
8%
3%
11%
5%
14%
6%
6%
4%
9%
4%
12%
4%
62%
53%
53%
54%
46%
59%
54%
43%
41%
45%
41%
49%
41%
43%
39%
50%
57%
46%
25%
Send and receive text messages
Social networking (e.g. Posting content - blogs,
tweets, photos, videos, etc.)
Use a business networking site like LinkedIn,
Monster, etc
43%
38%
41%
51%
51%
32%
41%
49%
26%
49%
35%
46%
41%
41%
24%
44%
56%
38%
36%
33%
34%
38%
50%
26%
28%
24%
23%
25%
45%
22%
25%
25%
25%
18%
29%
28%
Participate in online forums and communities
Subscribe to online couponing services like
Groupon, Living Social, Tippr etc.
Engage in health management services or
health discussion groups online
24%
23%
18%
19%
21%
35%
19%
20%
15%
26%
21%
Use a personal website
Write a blog or post comments
Play online games including virtual worlds
Use a news sharing service like Twitter,
Pownce, FriendFeed, etc..
Use online auction or classified services like
Ebay, Craigslist, Amazon, etc
21%
20%
US
500
48%
36%
23%
43%
26%
Spain
500
47%
45%
22%
68%
24%
Ireland
500
47%
36%
22%
59%
20%
Germany
2500
46%
37%
24%
56%
20%
Canada
Base
Send and receive email
Online shopping
Online banking
Search queries/surfing the web (from a
desktop or mobile device)
58%
23%
MARKET - Adults
Total
43

44. Germany Reports the Highest Incidence of Harm
MARKET - Adults
Q8. Have you ever posted information online that has
harmed others or hurt relationships either
intentionally or unintentionally?
Total
Base
Yes
No
2500
12%
88%
Canada
500
11%
89%
Germany
500
20%
80%
Ireland
Spain
500
8%
92%
500
15%
85%
US
500
6%
94%
MARKET - Adults
Q9. If YES, was it?
Total
Canada
Base
Intentional
Unintentional
296
28%
72%
54
39%
61%
Germany
98
20%
80%
Ireland
Spain
41
37%
63%
75
23%
77%
US
28
36%
64%
44

45. Germany & Spain Have the Most Trouble Keeping
Information Private
Q10. Have you ever shared something publicly that
you intended to keep private?
MARKET - Adults
Total
Canada
Base
Yes
No
Q11. What type of information did you share
publicly?
Base
Information about my personal life
Photos of me or my family
My birthday
Hobbies / things I like to do
My cell phone number
Information about my job
My home address
Places I like to go
Information about my kids
Comments I post online
Details about my friends
Details of my work
Others
2500
17%
83%
Total
434
56%
38%
31%
26%
25%
20%
19%
19%
18%
17%
15%
12%
2%
500
15%
85%
Canada
75
61%
35%
27%
28%
23%
23%
13%
13%
19%
23%
12%
16%
3%
Germany
500
26%
74%
Germany
128
55%
27%
28%
26%
20%
14%
20%
16%
16%
14%
12%
8%
1%
Ireland
Spain
500
14%
86%
500
22%
78%
Ireland
Spain
70
51%
49%
37%
23%
21%
30%
16%
23%
19%
20%
14%
17%
1%
109
58%
45%
28%
28%
32%
18%
16%
18%
16%
13%
20%
12%
1%
US
500
10%
90%
US
52
52%
38%
42%
23%
33%
21%
38%
27%
21%
17%
21%
10%
8%
45

46. Potential Abuse Is Low
Q12. Have you ever posted something online that
you knew had the potential to make someone
uncomfortable?
Base
Yes - but I did it anyway, I felt peer pressure to do it, I
wanted to hurt them,etc.
Yes - I did it anyway, but I didn't intend to hurt them
No - I have never posted something that I knew might
have the potential to hurt someone
No - I have never posted online that would make
someone uncomfortable.
MARKET - Adults
Total
Canada
Germany
Ireland
Spain
US
2500
500
500
500
500
500
4%
3%
7%
3%
3%
2%
14%
13%
17%
11%
20%
9%
38%
33%
40%
39%
47%
30%
44%
51%
36%
46%
30%
58%
46

47. The US has the Highest Ratio of Positive to
Negative Outcomes
MARKET - Adults
Q13a. Have you ever posted something online that
has influenced your reputation either positively or
negatively?
Total
Base
Ratio of Positively to Negatively
Yes, Positively
Yes, Negatively
No influence, positive or negative
2500
3.4
31%
9%
63%
Q13b. What were the activities that you felt
positively influenced your reputation? Please check
all that apply.
Canada
Germany
Ireland
Spain
US
500
500
500
500
2.4
2.5
3.8
4.5
500
4.8
26%
11%
67%
31%
13%
59%
32%
8%
64%
42%
9%
50%
23%
5%
75%
MARKET - Adults
Total
Canada
Germany
Ireland
Spain
US
Base
775
131
157
160
212
115
Posted a comment on a social networking site
Posted a photo of myself or family
Update my social networking profile
Posted something on a webpage
Posted a comment on a blog
Updated my resume
Posted a video
Posted a photo of others
Posted a photo of my children
Recommend someone for a job
71%
45%
36%
33%
32%
25%
18%
17%
16%
15%
76%
51%
34%
30%
38%
21%
15%
19%
24%
17%
66%
33%
28%
38%
31%
18%
14%
12%
17%
9%
78%
50%
44%
35%
32%
31%
18%
24%
17%
17%
63%
46%
33%
32%
25%
25%
23%
12%
10%
17%
74%
47%
41%
31%
41%
27%
17%
21%
17%
17%
2%
3%
2%
3%
-
3%
Others
47

48. Ireland and Canada Report the Most Negative
Influences from Social Networking
Q13c. What were the activities that you felt
negatively influenced your reputation? Please
check all that apply.
Base
Posted a comment on a social networking site
Posted something on a webpage
Posted a photo of myself or family
Posted a photo of my children
Posted a comment on a blog
Posted a photo of others
Posted a video
Updated my resume
Update my social networking profile
Recommend someone for a job
Others
MARKET - Adults
Total
Canada
230
50%
23%
26%
13%
29%
20%
12%
4%
13%
3%
3%
54
57%
30%
24%
9%
22%
13%
13%
6%
15%
2%
4%
Germany
63
43%
29%
29%
14%
29%
27%
11%
3%
11%
5%
3%
Ireland
Spain
42
69%
19%
17%
2%
33%
19%
14%
2%
19%
7%
47
40%
4%
34%
21%
30%
19%
17%
4%
6%
4%
-
US
24
42%
38%
25%
17%
33%
17%
4%
13%
8%
-
48

49. Spain Reports the Most Positive Influences; US the
Least
Q14a. Have you ever posted something online
that has influenced your family or friends’
reputations either positively or negatively?
Base
Yes, Positively
Yes, Negatively
No influence, positive or negative
Q14b. What were the activities that they felt
positively influenced their reputation? Please
check all that apply.
Base
Posted a comment on a social networking site
Posted something on a webpage
Posted a photo of myself or family
Posted a photo of my children
Posted a comment on a blog
Posted a photo of others
Posted a video
Updated my resume
Update my social networking profile
Recommend someone for a job
Others
MARKET - Adults
Total
2500
21%
5%
75%
Canada
500
20%
5%
76%
Germany
500
21%
8%
73%
Ireland
Spain
500
21%
3%
76%
500
29%
6%
66%
US
500
15%
3%
83%
MARKET - Adults
Total
Canada
534
63%
22%
47%
21%
23%
20%
16%
10%
16%
12%
2%
101
70%
22%
54%
29%
25%
18%
18%
5%
16%
12%
3%
Germany
104
44%
19%
39%
22%
19%
15%
19%
11%
14%
6%
2%
Ireland
Spain
107
74%
24%
48%
14%
21%
24%
16%
9%
17%
13%
2%
147
61%
26%
46%
20%
18%
20%
16%
12%
17%
16%
-
US
75
71%
17%
47%
20%
39%
21%
11%
9%
19%
13%
4%
49

50. Canada, US Report the Highest Negative
Influences from Social Networking
Q14c. What were the activities that they felt
negatively influenced their reputation? Please
check all that apply.
(Caution – very low base sizes)
Base
Posted a comment on a social networking site
Posted something on a webpage
Posted a photo of myself or family
Posted a photo of my children
Posted a comment on a blog
Posted a photo of others
Posted a video
Updated my resume
Update my social networking profile
Recommend someone for a job
Others
MARKET - Adults
Total
Canada
128
35%
22%
26%
22%
17%
20%
15%
11%
7%
7%
2%
26
58%
19%
27%
15%
12%
19%
4%
4%
8%
4%
-
Germany
39
26%
36%
26%
18%
15%
15%
13%
10%
8%
5%
3%
Ireland
Spain
14
36%
7%
29%
14%
21%
21%
7%
7%
14%
7%
32
25%
16%
28%
34%
28%
22%
25%
19%
3%
3%
-
US
17
41%
18%
18%
24%
24%
29%
12%
12%
12%
18%
-
50

51. Canada, US Report the Highest Negative
Influences from Social Networking
Q15c. What were the activities that you felt, which
negatively influenced your reputation? Please check
all that apply.
Base
Posted a comment on a social networking site
Posted something on a webpage
Posted a photo of myself or family
Posted a photo of my children
Posted a comment on a blog
Posted a photo of others
Posted a video
Updated my resume
Update my social networking profile
Recommend someone for a job
Others
MARKET - Adults
Total
Canada
270
59%
18%
30%
7%
19%
16%
15%
7%
7%
3%
4%
46
72%
24%
15%
7%
20%
13%
13%
4%
11%
2%
7%
Germany
89
54%
21%
35%
6%
16%
19%
16%
12%
6%
4%
2%
Ireland
Spain
54
69%
17%
30%
4%
22%
20%
15%
4%
4%
2%
4%
54
43%
13%
39%
13%
19%
17%
19%
7%
7%
2%
-
US
27
67%
11%
26%
4%
26%
4%
7%
15%
15%
51

52. Spain Reports the Highest Positive Impact; US the
Least
MARKET - Adults
Q16a. Have your friends and family ever been
impacted by your online activities either positively or
negatively? Please check all that apply.
Total
Base
Yes, Positively
Yes, Negatively
No impact, positive or negative
2500
31%
9%
65%
Q16b. Please tell us what positive impact did your
online activity have on friends and family?
Base
Helped save a friendship
Helped someone get a job
Defended someone who was being cyberbullied
Helped save a marriage
Helped someone with getting into the college of their
choice
Others
Canada
500
29%
10%
67%
Germany
500
32%
10%
62%
Ireland
Spain
500
29%
7%
68%
500
43%
13%
53%
US
500
22%
5%
76%
MARKET - Adults
Total
Canada
Germany
Ireland
Spain
US
775
64%
46%
30%
20%
146
62%
47%
32%
17%
162
70%
46%
38%
27%
143
52%
48%
24%
9%
213
73%
46%
28%
27%
111
55%
42%
27%
14%
25%
20%
30%
21%
33%
15%
11%
16%
5%
15%
5%
22%
52

53. Spain Reports the Highest Positive Impact; US the
Least
MARKET - Adults
Q16a. Have other people ever been impacted by your
online activities either positively or negatively?
Please check all that apply.
Total
Base
Yes, Positively
Yes, Negatively
No impact, positive or negative
2500
15%
15%
74%
Q16b. Please tell us what positive impact did your
online activity have on other people?
Base
Helped save a friendship
Helped someone get a job
Defended someone who was being cyberbullied
Helped save a marriage
Helped someone with getting into the college of their
choice
Others
Canada
500
13%
12%
79%
Germany
500
19%
21%
66%
Ireland
Spain
500
11%
10%
81%
500
21%
25%
62%
US
500
10%
8%
84%
MARKET - Adults
Total
Canada
Germany
Ireland
Spain
US
373
46%
43%
37%
28%
67
36%
39%
33%
18%
93
52%
52%
47%
42%
57
32%
32%
23%
18%
104
55%
44%
39%
31%
52
48%
42%
35%
23%
28%
28%
35%
21%
25%
25%
16%
19%
8%
32%
9%
21%
53

54. Losing Friendships and Being Embarrassed are the
Most Common Negative Impacts
Q16c. Please tell us what negative impact did your online
activity have on friends and family?
Base
Victim of identity theft
Lost a friendship
Fired from a job
Socially embarrassed
Got divorced
Lost custody of kids
Was refused health insurance
Was turned down for a mortgage
Been harassed or bullied
Lost out on getting a job
Lost out on getting into college they wanted
Physically hurt themselves
Others
Q16c. Please tell us what negative impact did your online
activity have on other people?
Base
Victim of identity theft
Lost a friendship
Fired from a job
Socially embarrassed
Got divorced
Lost custody of kids
Was refused health insurance
Was turned down for a mortgage
Been harassed or bullied
Lost out on getting a job
Lost out on getting into college they wanted
Physically hurt themselves
Others
Total
228
29%
49%
23%
42%
22%
15%
16%
15%
26%
20%
14%
17%
8%
Total
379
20%
46%
19%
32%
17%
15%
12%
14%
17%
18%
13%
15%
10%
Canada
48
17%
42%
23%
46%
8%
6%
13%
10%
21%
13%
8%
6%
10%
Germany
52
38%
60%
31%
37%
35%
25%
21%
21%
35%
29%
25%
33%
10%
Canada
58
9%
33%
12%
33%
9%
9%
5%
5%
12%
9%
7%
7%
17%
Germany
107
32%
48%
21%
34%
24%
21%
16%
21%
26%
21%
13%
25%
7%
MARKET - Adults
Ireland
37
27%
35%
14%
57%
14%
19%
11%
14%
16%
16%
8%
16%
8%
MARKET - Adults
Ireland
50
14%
32%
20%
44%
12%
14%
12%
10%
14%
14%
14%
4%
16%
Spain
64
33%
53%
22%
36%
27%
14%
17%
19%
30%
20%
13%
14%
2%
US
27
26%
48%
26%
41%
22%
11%
19%
7%
26%
22%
15%
11%
15%
Spain
126
20%
56%
20%
23%
20%
12%
15%
14%
15%
21%
15%
14%
7%
US
38
11%
45%
16%
45%
5%
13%
3%
11%
11%
16%
11%
11%
13%
54

55. Most Impacts from Online Activities are Neutral
MARKET - Adults
Q17a. Have you ever been impacted by friends and
family online activities either positively or negatively?
Total
Base
Yes, Positively
Yes, Negatively
No impact, positive or negative
2500
27%
12%
66%
Q17a. Have you ever been impacted by other
people’s online activities either positively or
negatively?
Base
Yes, Positively
Yes, Negatively
No impact, positive or negative
Canada
500
24%
11%
69%
Germany
500
28%
16%
63%
Ireland
Spain
500
22%
10%
72%
500
41%
17%
50%
US
500
21%
7%
77%
MARKET - Adults
Total
Canada
2500
12%
15%
77%
500
11%
12%
82%
Germany
500
16%
18%
70%
Ireland
Spain
500
10%
11%
82%
500
16%
24%
66%
US
500
9%
7%
85%
55

56. Saving Friendships Is the Most Common Positive
Impact
Q17b. Please tell us what positive impact did the online
activities of friends and family have on you?
Base
Helped save a friendship
Helped someone get a job
Defended someone who was being cyberbullied
Helped save a marriage
Helped someone with getting into the college of their
choice
Others
Q17b. Please tell us what positive impact did the
online activities of other people’s have on you?
Base
Helped save a friendship
Helped someone get a job
Defended someone who was being cyberbullied
Helped save a marriage
Helped someone with getting into the college of their
choice
Others
MARKET - Adults
Total
Canada
Germany
Ireland
Spain
US
680
61%
41%
29%
21%
122
60%
39%
32%
15%
140
66%
55%
35%
29%
110
55%
38%
21%
11%
205
65%
39%
29%
26%
103
53%
29%
23%
17%
22%
29%
23%
15%
27%
14%
11%
20%
2%
18%
3%
20%
MARKET- Adults
Total
Canada
Germany
Ireland
Spain
US
307
50%
41%
31%
21%
53
38%
45%
23%
21%
79
61%
51%
46%
28%
50
46%
32%
32%
10%
78
59%
42%
26%
26%
47
38%
26%
23%
15%
23%
17%
34%
18%
24%
17%
14%
25%
5%
24%
5%
21%
56

57. Losing Friendships Is the Most Common Negative
Impact
Q17c. Please tell us what negative impact did the online
activities of friends and family have on you?
Base
Lost a friendship
Socially embarrassed
Victim of identity theft
Been harassed or bullied
Fired from a job
Got divorced
Lost custody of kids
Was refused health insurance
Was turned down for a mortgage
Lost out on getting a job
Physically hurt myself
Lost out on getting into college they wanted
Others
Q17c. Please tell us what negative impact did the online
activities of other people’s have on you?
Base
Lost a friendship
Socially embarrassed
Been harassed or bullied
Victim of identity theft
Fired from a job
Got divorced
Lost out on getting a job
Was refused health insurance
Lost out on getting into college they wanted
Lost custody of kids
Physically hurt myself
Was turned down for a mortgage
Others
Total
296
43%
43%
23%
22%
21%
21%
17%
15%
15%
14%
14%
12%
9%
Total
366
44%
37%
27%
24%
20%
19%
18%
16%
16%
15%
15%
14%
9%
MARKET- Adults
Canada
Germany
Ireland
Spain
US
53
40%
51%
11%
21%
13%
8%
8%
8%
11%
6%
9%
6%
13%
78
46%
33%
40%
41%
37%
32%
27%
31%
26%
28%
28%
22%
4%
48
48%
67%
17%
17%
15%
17%
15%
10%
13%
8%
4%
13%
8%
84
44%
32%
25%
12%
20%
26%
17%
12%
11%
11%
10%
10%
5%
33
30%
45%
9%
9%
6%
9%
12%
6%
9%
12%
9%
6%
27%
MARKET- Adults
Canada
Germany
Ireland
Spain
US
59
42%
42%
24%
15%
19%
8%
12%
15%
14%
7%
8%
8%
14%
92
50%
36%
41%
37%
26%
28%
24%
23%
24%
21%
24%
17%
3%
56
34%
59%
27%
20%
16%
18%
14%
14%
13%
14%
18%
18%
20%
122
49%
25%
21%
22%
17%
19%
20%
15%
15%
16%
13%
12%
4%
37
27%
43%
19%
19%
19%
16%
14%
11%
11%
11%
3%
11%
19%
57

58. Country Detail Tables
US, Canada, Germany, Spain, Ireland
• Children 8-17
58

59. Summary of Selected Metrics – Children 8-17
Country Rank
Metric
Canada
Germany
Ireland
Spain
US
Top 3 contributor to online profile – Social Networking %
2
5
3
3
1
Concerned about online reputation (Very/Somewhat %)
3
5
4
2
1
Parents help manage your online profile (Completely/ A lot %)
5
4
1
2
3
Amount of control over online reputation (Complete/A lot %)
2
2
2
1
5
Steps taken to manage online profile
1
4
3
4
2
Ever posted information that has harmed others
2
1
5
4
2
Ever posted information that has intentionally harmed others
5
4
1
2
2
Incidence of shared information that was intended to be private
3
1
5
4
2
I posted information that positively influenced my reputation
3
4
5
2
1
I’ve posted information that positively influenced friends/family
3
4
5
2
1
Friend/family posted information that positively influenced my reputation
3
4
5
2
1
My friends/family were positively impacted by my online activities
4
3
5
2
1
I’ve been impacted positively by friends/family online activities
4
3
5
2
1
59

60. Email is The Biggest Contributor to Online Profiles
Q1. Of the online activities that you
participate in, which three do you
think contribute most to your own
online profile?
Base
Send and receive email
Play online games including virtual
worlds
Social networking (e.g. Posting
content - blogs, tweets, photos,
videos, etc.)
Download or stream music, videos or
movies
Search queries/surfing the web (from
a desktop or mobile device)
Online shopping
Send and receive text messages
Upload photos to a website taken with
a camera or mobile phone
Make internet based phone calls - e.g.,
Skype
Participate in online forums and
communities
Online banking
Write a blog or post comments
Use mobile phone or tablet
applications
Use a news sharing service like
Twitter, Pownce, FriendFeed, etc
Sharing my current location with
family/friends
Use a personal website
Use online auction or classified
services like E-bay, Craigslist, Amazon,
etc
Sharing my current location with apps
or businesses
Sharing my current location with the
general public via apps
MARKET - Children
Total
Canada Germany Ireland
Spain
US
2500
48%
500
50%
500
51%
500
52%
500
47%
500
37%
42%
41%
48%
39%
48%
36%
42%
48%
37%
38%
38%
49%
41%
46%
35%
35%
41%
47%
22%
23%
17%
20%
28%
23%
16%
15%
11%
19%
19%
12%
22%
17%
12%
11%
15%
18%
12%
9%
8%
12%
18%
14%
11%
8%
22%
11%
7%
7%
9%
9%
11%
3%
11%
12%
9%
6%
11%
18%
6%
3%
6%
8%
3%
4%
5%
10%
6%
7%
5%
6%
6%
6%
6%
5%
4%
5%
7%
7%
5%
3%
4%
9%
6%
5%
4%
2%
3%
4%
6%
5%
3%
2%
5%
4%
1%
4%
2%
1%
4%
1%
1%
0%
2%
1%
2%
1%
2%
1%
Q2.Thinking of your friends and families,
what are the three things you contribute
most to their online profiles?
Base
Send and receive email
Social networking (e.g. Posting content blogs, tweets, photos, videos, etc.)
Play online games including virtual
worlds
Download or stream music, videos or
movies
Online shopping
Send and receive text messages
Upload photos to a website taken with a
camera or mobile phone
Search queries/surfing the web (from a
desktop or mobile device)
Make internet based phone calls - e.g.,
Skype
Online banking
Sharing my current location with
family/friends
Use a news sharing service like Twitter,
Pownce, FriendFeed, etc
Write a blog or post comments
Participate in online forums and
communities
Use mobile phone or tablet applications
Use a personal website
Use online auction or classified services
like E-bay, Craigslist, Amazon, etc
Sharing my current location with apps or
businesses
Sharing my current location with the
general public via apps
MARKET - Children
Total
Canada Germany Ireland
Spain
US
2500
54%
500
56%
500
56%
500
59%
500
51%
500
45%
44%
49%
39%
41%
38%
54%
27%
23%
33%
27%
34%
19%
26%
23%
27%
23%
34%
22%
18%
18%
12%
18%
25%
14%
22%
17%
13%
15%
18%
25%
17%
16%
11%
18%
19%
22%
15%
14%
13%
13%
21%
15%
13%
14%
14%
16%
9%
10%
11%
13%
16%
15%
5%
7%
10%
10%
5%
13%
8%
12%
9%
10%
5%
8%
10%
13%
9%
13%
7%
6%
7%
12%
7%
7%
10%
3%
11%
6%
6%
7%
4%
7%
7%
7%
6%
6%
6%
6%
6%
6%
4%
2%
6%
4%
2%
4%
3%
3%
4%
1%
6%
2%
3%
3%
5%
1%
4%
2%
60

61. Spain is The Most Concerned; US the Least
Q3a. How concerned are you about your online
reputation?
Base
I am very concerned
I am somewhat concerned
I am not very concerned
I am not at all concerned
Don't know
Q3b. How concerned are you that your online
reputation may be harmed by content posted by
someone else?
Base
I am very concerned
I am somewhat concerned
I am not very concerned
I am not at all concerned
Don't know
MARKET - Children
Total
Canada
2500
23%
36%
25%
13%
3%
500
22%
41%
23%
13%
2%
Germany
500
12%
31%
31%
22%
5%
Ireland
Spain
500
27%
32%
25%
11%
6%
500
26%
38%
27%
7%
1%
US
500
29%
38%
20%
10%
2%
MARKET - Children
Total
Canada
2500
30%
37%
20%
10%
3%
500
30%
33%
21%
14%
3%
Germany
500
23%
37%
24%
12%
4%
Ireland
Spain
500
31%
37%
18%
9%
5%
500
33%
41%
18%
7%
1%
US
500
33%
38%
18%
8%
3%
61

62. Only 44% Think Actively About the Consequences
of Their Online Activities
Q4: How Actively Do You Think About…
(Always, Often %)
MARKET – Children
Always + Often (%)
Total
Canada
Germany
Ireland
Spain
US
2500
500
500
500
500
500
55%
54%
60%
52%
50%
57%
43%
42%
39%
41%
48%
45%
44%
45%
39%
40%
44%
49%
39%
40%
38%
34%
42%
43%
39%
41%
37%
36%
37%
47%
34%
32%
34%
31%
35%
39%
Consider your own online profile when you edit or post content
53%
54%
44%
49%
58%
60%
Consider other people’s online profile when you edit or post content
44%
44%
40%
40%
50%
47%
Take steps to keep your personal and work online profiles separate
52%
55%
46%
45%
54%
58%
44%
44%
42%
40%
46%
48%
Base
Information that you might be exposing or leaving behind while engaging in
online activities
How your online activities might be exposing information about others
The long-term impact that your online activities might have on your personal
reputation
The long-term impact that your online activities might have on your work
reputation
The long-term impact that your online activities might have on the personal
reputation of others
The long-term impact that your online activities might have on the work
reputation of others
Average
62

63. US and Spain Feel the Most In Control
Q5. How much control do you think you have over
your online reputation?
MARKET - Children
Total
Canada
Base
Complete control
A lot of control
A little Control
No control at all
Don't know
2500
18%
55%
20%
3%
4%
Q5a. How much do your parents help you to manage
and protect your online reputation?
2500
15%
28%
29%
28%
Ireland
Spain
US
500
19%
53%
22%
2%
4%
500
18%
52%
23%
3%
4%
500
16%
51%
23%
4%
6%
500
15%
63%
16%
2%
3%
500
24%
55%
15%
2%
4%
Total
Base
Help me completely
Help me a lot
Help me a little
Do not help me at all
Germany
MARKET - Children
Canada
Germany
Ireland
Spain
US
500
11%
23%
30%
36%
500
15%
25%
32%
28%
500
18%
37%
24%
20%
500
16%
30%
30%
24%
500
14%
27%
27%
32%
63

64. A Combination of Steps Are Used to Manage Online
Reputations
Q6. Which of the following steps have you ever taken to manage your online profile?
Total
MARKET - Children
Canada Germany Ireland
500
500
500
Spain
500
US
500
51%
57%
62%
44%
52%
40%
70%
57%
40%
44%
34%
62%
45%
50%
42%
42%
39%
51%
40%
44%
34%
40%
33%
50%
34%
43%
29%
27%
34%
39%
21%
23%
19%
21%
16%
27%
7%
6%
10%
4%
8%
9%
6%
1%
3%
1%
7%
1%
9%
1%
7%
0%
5%
1%
Base
2500
Searched my own name using a search engine
Used privacy settings on social networking sites that determine who can access and
respond to my content
Decided not to post specific text, photos or video online
Checked to see what other people say about me on websites/gaming
communities/blogs/online auction & classifieds sites etc.
I opted out of sharing information about myself with a website, company or other
organization
Ask someone to remove online content related to myself ( e.g., photos, text or video,
etc) because I felt it might harm my reputation
Used the alert feature provided by some websites that automatically notifies me of
any new mention of my name or other personal information
Contacted a website owner or administrator and asked them to remove unflattering
or untrue content
Have not taken any steps
Other
61%
69%
68%
55%
67%
48%
64

65. Online Activities: Personal and Work Usage
Q7a. Please select all of the activities you
do for personal use
MARKET - Children
Total
Canada Germany Ireland
Spain
US
Base
2500
500
500
500
500
85%
89%
82%
81%
83%
88%
MARKET - Children
Total
Canada
Germany
Ireland
Spain
US
2500
500
500
500
500
500
54%
60%
54%
45%
55%
56%
40%
21%
50%
20%
38%
20%
20%
16%
46%
30%
46%
19%
19%
18%
26%
14%
20%
16%
18%
16%
22%
12%
24%
18%
18%
16%
22%
13%
23%
15%
16%
15%
20%
13%
17%
14%
15%
16%
17%
14%
16%
14%
14%
13%
16%
11%
20%
10%
14%
11%
18%
13%
18%
9%
13%
13%
18%
10%
15%
11%
13%
11%
21%
9%
15%
8%
12%
9%
15%
9%
17%
9%
12%
9%
17%
8%
17%
6%
11%
9%
15%
8%
19%
5%
11%
8%
18%
7%
15%
6%
10%
11%
12%
10%
11%
6%
10%
9%
14%
7%
14%
3%
9%
7%
15%
6%
14%
5%
500
Send and receive email
Download or stream music, videos or
movies
Social networking (e.g. Posting content
- blogs, tweets, photos, videos, etc.)
Play online games including virtual
worlds
Search queries/surfing the web (from a
desktop or mobile device)
Send and receive text messages
Upload photos to a website taken with
a camera or mobile phone
Use mobile phone or tablet
applications
Write a blog or post comments
Participate in online forums and
communities
Make internet based phone calls - e.g.,
Skype
Use a news sharing service like Twitter,
Pownce, FriendFeed, etc..
Online shopping
Q7a. Please select all of the activities you do
for work use
Sharing my current location with
family/friends
Use online auction or classified services
like E-bay, Craigslist, Amazon, etc
Use a personal website
Online banking
Sharing my current location with the
general public via apps
Sharing my current location with apps
or businesses
79%
85%
62%
79%
83%
88%
78%
82%
68%
74%
79%
85%
76%
77%
73%
74%
78%
78%
75%
79%
64%
77%
77%
81%
72%
72%
59%
77%
74%
78%
70%
72%
56%
72%
74%
73%
54%
58%
43%
52%
56%
60%
53%
57%
48%
46%
51%
63%
53%
54%
56%
36%
62%
55%
52%
50%
58%
51%
52%
47%
51%
51%
45%
45%
58%
55%
48%
43%
53%
42%
41%
59%
47%
46%
26%
53%
62%
49%
42%
40%
51%
38%
35%
47%
39%
38%
33%
33%
48%
44%
32%
35%
36%
32%
32%
28%
27%
27%
23%
23%
37%
26%
24%
27%
21%
19%
29%
Base
Search queries/surfing the web (from a
desktop or mobile device)
Send and receive email
Send and receive text messages
Social networking (e.g. Posting content blogs, tweets, photos, videos, etc.)
Participate in online forums and
communities
Write a blog or post comments
Use mobile phone or tablet applications
Upload photos to a website taken with a
camera or mobile phone
Use a personal website
Use a news sharing service like Twitter,
Pownce, FriendFeed, etc..
Download or stream music, videos or
movies
Make internet based phone calls - e.g.,
Skype
Sharing my current location with
family/friends
Sharing my current location with the
general public via apps
Sharing my current location with apps or
businesses
Use online auction or classified services
like E-bay, Craigslist, Amazon, etc
Play online games including virtual
worlds
Online banking
Online shopping
25%
65

66. Germany Reports the Highest Rate of Harm
Q8. Have you ever posted information online that has
harmed others or hurt relationships either
intentionally or unintentionally?
MARKET - Children
Total
Canada
Germany
Ireland
Spain
US
2500
500
500
500
500
500
18%
82%
Base
Yes
No
18%
82%
28%
72%
10%
90%
17%
83%
18%
82%
MARKET - Children
Q9. If YES, was it?
Total
Canada
Base
Intentional
Unintentional
Germany
Ireland
Spain
US
296
54
98
41
75
28
28%
72%
25%
75%
26%
74%
35%
65%
28%
72%
28%
72%
66

67. Friends and Photos Are the Most Likely Private
Information to Be Leaked
Q10. Have you ever shared something publicly that
you intended to keep private?
MARKET - Children
Total
Canada
Base
Yes
No
Q11. What type of information did you share
publicly?
Base
Information about my friends
Photos of me or my family
My birthday
Information about my family
Information about my school
My cell phone number
Comments I post online
Places I like to go
Text Messages
My home address
Others
Germany
Ireland
Spain
US
2500
500
500
500
500
500
27%
73%
27%
73%
34%
66%
19%
81%
24%
76%
28%
72%
Total
Canada
Ireland
Spain
Germany
US
434
75
128
70
109
52
44%
36%
34%
29%
24%
23%
21%
19%
16%
16%
4%
44%
33%
33%
31%
24%
25%
27%
16%
19%
16%
6%
51%
24%
30%
26%
27%
18%
15%
19%
14%
18%
1%
38%
38%
31%
34%
24%
23%
20%
18%
12%
14%
5%
53%
49%
36%
25%
23%
28%
15%
17%
17%
23%
3%
34%
43%
40%
32%
21%
26%
30%
25%
18%
7%
6%
67

68. Potential Abuse is Low
MARKET - Children
Q12. Have you ever posted something online that
you knew had the potential to make someone
uncomfortable?
Total
Base
2500
500
500
500
500
500
6%
5%
7%
3%
6%
7%
21%
24%
25%
12%
25%
22%
40%
42%
36%
40%
39%
42%
33%
29%
32%
44%
31%
29%
Yes - but I did it anyway, I felt peer-pressure to do
it, I wanted to hurt them,Etc
Yes - I did it anyway, but I didn't intend to hurt
them.
No - I have never posted something that I knew
might have the potential to hurt someone
No - I have never posted online that would make
someone uncomfortable.
Canada
Germany
Ireland
Spain
US
68

69. Positive Influences Are Greater than Negative
Influences
Q13a. Have you ever posted something online that
has influenced your reputation either positively or
negatively?
Base
Ratio of Positively to Negatively
Yes, Positively
Yes, Negatively
No influence, positive or negative
Q13b. What were the activities that you felt
positively influenced your reputation? Please check
all that apply.
MARKET - Children
Total
Canada
2500
2.9
44%
15%
48%
Germany
Ireland
Spain
US
500
500
500
500
500
2.5
47%
19%
45%
2.5
43%
17%
47%
3.8
32%
8%
63%
3.6
48%
13%
44%
2.9
50%
17%
44%
MARKET - Children
Total
Canada
Germany
Ireland
Spain
US
Base
775
131
157
160
212
115
Posted a comment on a social networking site
Posted a photo of myself
Posted a comment on a blog
Update my social networking profile
Posted something on a webpage
Posted a photo of friend and family member
Posted a video
Posted a photo of others
Others
74%
50%
35%
35%
31%
26%
25%
20%
2%
72%
50%
41%
38%
35%
25%
24%
24%
2%
69%
44%
28%
29%
31%
16%
18%
9%
0%
78%
53%
31%
29%
32%
27%
26%
22%
2%
76%
51%
33%
34%
26%
26%
28%
17%
0%
77%
51%
40%
43%
32%
35%
31%
26%
3%
69

70. Ireland and Canada Report the Most Negative
Influences from Social Networking
Q13c. What were the activities that you felt
negatively influenced your reputation? Please check
all that apply.
Base
Posted a comment on a social networking site
Posted a photo of myself
Posted a comment on a blog
Posted something on a webpage
Posted a photo of friend and family member
Posted a photo of others
Posted a video
Update my social networking profile
Others
MARKET - Children
Total
Canada
230
54%
34%
25%
25%
23%
20%
16%
12%
2%
Germany
Ireland
Spain
US
54
60%
38%
31%
23%
18%
19%
17%
13%
1%
63
49%
33%
20%
25%
24%
20%
14%
14%
4%
42
62%
24%
26%
29%
14%
19%
12%
2%
-
47
42%
27%
15%
20%
33%
20%
15%
9%
2%
24
58%
40%
31%
30%
23%
21%
21%
16%
5%
70

71. US and Spain Report the Most Positive Influences
Q14a. Have you ever posted something online
that has influenced your family or friends’
reputations either positively or negatively?
Base
Yes, Positively
Yes, Negatively
No influence, positive or negative
Q14b. What were the activities that they felt
positively influenced their reputation? Please
check all that apply.
Base
Posted a comment on a social networking site
Posted a photo of friend and family member
Posted a photo of myself
Posted a comment on a blog
Posted something on a webpage
Posted a photo of others
Posted a video
Update my social networking profile
Others
MARKET - Children
Total
2500
28%
9%
65%
Canada
Germany
Ireland
Spain
US
500
28%
11%
65%
500
25%
10%
67%
500
22%
7%
73%
500
31%
9%
62%
500
34%
10%
61%
MARKET - Children
Total
Canada
534
66%
46%
31%
27%
26%
25%
17%
17%
0%
Germany
Ireland
Spain
US
101
75%
50%
24%
21%
23%
28%
19%
16%
-
104
54%
33%
36%
26%
30%
18%
14%
15%
1%
107
72%
49%
29%
27%
22%
24%
9%
17%
-
147
60%
45%
33%
22%
26%
21%
17%
19%
-
75
69%
51%
32%
35%
30%
33%
25%
18%
1%
71

72. Ireland Reports the Highest Negative Influences
from Social Networking
Q14c. What were the activities that they felt
negatively influenced their reputation? Please check
all that apply.
(Caution – very low base sizes)
MARKET - Children
Total
Canada
Germany
Ireland
Spain
US
Base
128
26
39
14
32
17
Posted a comment on a social networking site
46%
50%
40%
61%
32%
53%
Posted a photo of friend and family member
34%
32%
35%
33%
38%
31%
Posted a photo of others
23%
25%
21%
27%
17%
24%
Posted a comment on a blog
21%
27%
27%
9%
15%
24%
Posted something on a webpage
18%
18%
17%
15%
19%
22%
Posted a photo of myself
17%
18%
25%
12%
15%
14%
Posted a video
12%
20%
4%
6%
13%
16%
Update my social networking profile
7%
5%
8%
3%
4%
12%
Others
3%
2%
-
3%
2%
6%
72

73. US and Spain Report the Highest Positive
Influences
Q15a. Has a friend or family member ever posted
something online that has influenced your
reputation either positively or negatively?
Total
Base
Yes, Positively
Yes, Negatively
No influence, positive or negative
2500
32%
16%
56%
Q15b. What were the activities that you felt,
which positively influenced your reputation?
Please check all that apply.
Base
Posted a comment on a social networking site
Posted a photo of myself
Posted a photo of friend and family member
Posted a comment on a blog
Posted something on a webpage
Posted a photo of others
Posted a video
Update my social networking profile
Others
MARKET - Children
Canada
Germany
Ireland
Spain
US
500
30%
18%
57%
500
31%
19%
53%
500
26%
12%
64%
500
37%
15%
52%
500
38%
16%
52%
MARKET - Children
Total
Canada
557
66%
50%
29%
27%
24%
20%
17%
14%
-
Germany
Ireland
Spain
US
88
70%
59%
30%
32%
23%
21%
15%
14%
-
118
57%
39%
26%
25%
23%
16%
14%
13%
-
114
67%
50%
27%
20%
23%
19%
14%
11%
-
163
63%
49%
25%
28%
22%
19%
20%
18%
-
74
73%
51%
37%
29%
28%
23%
20%
14%
-
73

74. Canada and US Report the Highest Negative
Influences from Social Networking
Q15c. What were the activities that you felt, which
negatively influenced your reputation? Please check
all that apply.
Base
Posted a comment on a social networking site
Posted a photo of myself
Posted a comment on a blog
Posted something on a webpage
Posted a photo of friend and family member
Posted a video
Posted a photo of others
Update my social networking profile
Others
MARKET - Children
Total
Canada
270
47%
47%
23%
19%
18%
15%
12%
8%
2%
Germany
Ireland
Spain
US
46
52%
44%
21%
16%
7%
10%
13%
3%
2%
89
49%
46%
19%
17%
21%
19%
17%
8%
2%
54
48%
50%
33%
17%
17%
12%
10%
5%
3%
54
36%
45%
18%
16%
19%
19%
4%
9%
-
27
51%
54%
30%
28%
28%
16%
13%
14%
-
74

75. US and Spain Report the Highest Positive Impacts
MARKET - Children
Q16a. Have your friends and family ever been
impacted by your online activities either positively or
negatively? Please check all that apply.
Total
Base
Yes, Positively
Yes, Negatively
No impact, positive or negative
2500
44%
15%
51%
Q16a. Have other people ever been impacted by your
online activities either positively or negatively?
Please check all that apply.
Total
Base
Yes, Positively
Yes, Negatively
No impact, positive or negative
2500
19%
23%
65%
Canada
500
42%
17%
52%
Germany
500
47%
16%
48%
Ireland
Spain
500
33%
11%
64%
500
48%
18%
46%
US
500
49%
15%
47%
MARKET - Children
Canada
500
18%
21%
67%
Germany
500
23%
30%
55%
Ireland
Spain
500
16%
17%
73%
500
19%
27%
61%
US
500
20%
19%
68%
75

76. Saving Friendships Is the Most Common Impact
Q16b. Please tell us what positive impact did your
online activity have on friends and family?
Base
Helped save a friendship
Defended someone who was being cyberbullied
Helped someone with getting into the college of their
choice
Others
Q16b. Please tell us what positive impact did your
online activity have on other people?
Base
Helped save a friendship
Defended someone who was being cyberbullied
Helped someone with getting into the college of their
choice
Others
MARKET - Children
Total
Canada
Germany
Ireland
Spain
US
1091
76%
51%
208
71%
53%
235
77%
51%
164
68%
47%
238
81%
45%
246
78%
56%
34%
32%
37%
29%
37%
36%
6%
7%
6%
7%
4%
9%
MARKET - Children
Total
Canada
Germany
Ireland
Spain
US
480
58%
53%
88
60%
63%
114
50%
60%
79
58%
48%
97
63%
35%
102
62%
57%
36%
36%
37%
35%
39%
31%
10%
7%
8%
8%
11%
17%
76

77. Losing Friendships and Being Embarrassed Are the
Most Common Negative Impacts
Q16c. Please tell us what negative impact did your
online activity have on friends and family?
Base
Lost a friendship
Socially embarrassed
Alienated a family member
Been harassed or bullied
Victim of identity theft
Disciplined in school
Suspended from school
Expelled from school
Attempted to physically hurt or harm themselves
Lost out on getting into college I wanted
Others
Q16c. Please tell us what negative impact did your
online activity have on other people?
Base
Lost a friendship
Socially embarrassed
Been harassed or bullied
Victim of identity theft
Disciplined in school
Alienated a family member
Suspended from school
Attempted to physically hurt or harm themselves
Lost out on getting into college I wanted
Expelled from school
Total
228
51%
46%
27%
26%
24%
23%
16%
14%
14%
12%
5%
Total
379
50%
42%
27%
22%
20%
19%
17%
15%
14%
13%
Canada
48
53%
60%
21%
23%
17%
17%
12%
10%
8%
9%
6%
Germany
52
42%
40%
17%
30%
31%
27%
21%
17%
17%
19%
6%
Canada
58
47%
50%
31%
19%
14%
13%
19%
13%
14%
11%
Germany
107
42%
30%
30%
26%
20%
21%
15%
17%
14%
15%
MARKET - Children
Ireland
37
47%
51%
25%
27%
25%
22%
15%
11%
13%
9%
7%
MARKET - Children
Ireland
50
45%
48%
18%
14%
27%
18%
13%
6%
7%
7%
Spain
64
50%
26%
36%
20%
27%
25%
17%
16%
18%
14%
3%
US
27
63%
57%
36%
29%
21%
24%
13%
16%
14%
9%
5%
Spain
126
58%
32%
19%
26%
22%
19%
20%
19%
17%
14%
US
38
56%
62%
36%
19%
19%
19%
15%
18%
12%
12%
77

78. Most Impacts from Online Activities are Neutral
Q17a. Have you ever been impacted by friends and family
online activities either positively or negatively?
MARKET - Children
Total
Canada
Germany
Ireland
Spain
US
Base
2500
500
500
500
500
500
Yes, Positively
39%
37%
38%
30%
44%
46%
Yes, Negatively
16%
17%
18%
11%
17%
15%
No impact, positive or negative
53%
54%
51%
63%
48%
49%
Q17a. Have you ever been impacted by other people’s
online activities either positively or negatively?
MARKET - Children
Total
Canada
Germany
Ireland
Spain
US
Base
2500
500
500
500
500
500
Yes, Positively
17%
18%
20%
12%
20%
17%
Yes, Negatively
22%
19%
26%
15%
27%
21%
No impact, positive or negative
67%
69%
60%
78%
61%
68%
78

79. Saving Friendships Is the Most Common Positive
Impact
Q17b. Please tell us what positive impact did the online
activities of friends and family have on you?
MARKET - Children
Total
Canada
Germany
Ireland
Spain
US
Base
975
184
191
152
220
228
Helped save a friendship
74%
77%
75%
68%
74%
74%
Defended someone who was being cyberbullied
45%
46%
45%
42%
39%
53%
Helped me with getting into the college of my choice
30%
27%
37%
22%
35%
27%
Others
6%
6%
5%
9%
4%
8%
Q17b. Please tell us what positive impact did the online
activities of other people’s have on you?
MARKET - Children
Total
Canada
Germany
Ireland
Spain
US
Base
436
89
99
62
100
86
Helped save a friendship
63%
70%
61%
56%
64%
64%
Defended someone who was being cyberbullied
56%
60%
55%
52%
43%
71%
Helped me with getting into the college of my choice
34%
28%
43%
31%
41%
24%
Others
6%
4%
8%
6%
3%
7%
79

80. Social Embarrassment and Lost Friendships Are
the Most Common Negative Impacts
Q17c. Please tell us what negative impact did the online activities of friends
and family have on you?
Base
Socially embarrassed
Lost a friendship
Alienated a family member
Been harassed or bullied
Victim of identity theft
Disciplined in school
Suspended from school
Expelled from school
Attempted to physically hurt or harm themselves
Lost out on getting into college I wanted
Others
Q17c. Please tell us what negative impact did the online activities of other
people’s have on you?
Base
Lost a friendship
Socially embarrassed
Been harassed or bullied
Victim of identity theft
Disciplined in school
Alienated a family member
Suspended from school
Attempted to physically hurt or harm themselves
Expelled from school
Lost out on getting into college I wanted
Others
MARKET - Children
Total
Canada
389
49%
48%
31%
24%
23%
22%
16%
14%
13%
12%
4%
Germany
Ireland
Spain
US
84
58%
46%
30%
17%
18%
21%
12%
10%
11%
6%
1%
90
40%
46%
32%
33%
31%
23%
24%
21%
19%
21%
3%
57
56%
46%
32%
19%
19%
23%
12%
12%
7%
11%
5%
83
35%
55%
35%
16%
29%
23%
17%
14%
13%
12%
2%
75
60%
44%
25%
32%
15%
19%
15%
11%
15%
9%
7%
MARKET - Children
Total
Canada
543
43%
40%
26%
24%
22%
20%
16%
15%
13%
12%
3%
Germany
Ireland
Spain
US
97
40%
55%
34%
15%
14%
16%
12%
10%
9%
9%
5%
132
39%
37%
29%
30%
25%
19%
27%
17%
17%
14%
2%
73
40%
38%
26%
18%
21%
19%
12%
14%
16%
11%
-
137
45%
25%
12%
31%
27%
18%
15%
15%
14%
12%
3%
104
54%
49%
31%
17%
22%
27%
9%
15%
9%
12%
5%
80

81. Most Impacts from Online Activities are Neutral
Q17a. Have you ever been impacted by friends and family
online activities either positively or negatively?
MARKET - Children
Total
Canada
Germany
Ireland
Spain
US
Base
2500
500
500
500
500
500
Yes, Positively
39%
37%
38%
30%
44%
46%
Yes, Negatively
16%
17%
18%
11%
17%
15%
No impact, positive or negative
53%
54%
51%
63%
48%
49%
Q17a. Have you ever been impacted by other people’s
online activities either positively or negatively?
MARKET - Children
Total
Canada
Germany
Ireland
Spain
US
Base
2500
500
500
500
500
500
Yes, Positively
17%
18%
20%
12%
20%
17%
Yes, Negatively
22%
19%
26%
15%
27%
21%
No impact, positive or negative
67%
69%
60%
78%
61%
68%
81

82. Saving Friendships Is the Most Common Positive
Impact
Q17b. Please tell us what positive impact did the online
activities of friends and family have on you?
MARKET - Children
Total
Canada
Germany
Ireland
Spain
US
Base
975
184
191
152
220
228
Helped save a friendship
74%
77%
75%
68%
74%
74%
Defended someone who was being cyberbullied
45%
46%
45%
42%
39%
53%
Helped me with getting into the college of my choice
30%
27%
37%
22%
35%
27%
Others
6%
6%
5%
9%
4%
8%
Q17b. Please tell us what positive impact did the online
activities of other people’s have on you?
MARKET - Children
Total
Canada
Germany
Ireland
Spain
US
Base
436
89
99
62
100
86
Helped save a friendship
63%
70%
61%
56%
64%
64%
Defended someone who was being cyberbullied
56%
60%
55%
52%
43%
71%
Helped me with getting into the college of my choice
34%
28%
43%
31%
41%
24%
Others
6%
4%
8%
6%
3%
7%
82

83. Social Embarrassment and Lost Friendships Are
the Most Common Negative Impacts
Q17c. Please tell us what negative impact did the online activities of friends
and family have on you?
Base
Socially embarrassed
Lost a friendship
Alienated a family member
Been harassed or bullied
Victim of identity theft
Disciplined in school
Suspended from school
Expelled from school
Attempted to physically hurt or harm themselves
Lost out on getting into college I wanted
Others
Q17c. Please tell us what negative impact did the online activities of other
people’s have on you?
Base
Lost a friendship
Socially embarrassed
Been harassed or bullied
Victim of identity theft
Disciplined in school
Alienated a family member
Suspended from school
Attempted to physically hurt or harm themselves
Expelled from school
Lost out on getting into college I wanted
Others
MARKET - Children
Total
Canada
389
49%
48%
31%
24%
23%
22%
16%
14%
13%
12%
4%
Germany
Ireland
Spain
US
84
58%
46%
30%
17%
18%
21%
12%
10%
11%
6%
1%
90
40%
46%
32%
33%
31%
23%
24%
21%
19%
21%
3%
57
56%
46%
32%
19%
19%
23%
12%
12%
7%
11%
5%
83
35%
55%
35%
16%
29%
23%
17%
14%
13%
12%
2%
75
60%
44%
25%
32%
15%
19%
15%
11%
15%
9%
7%
MARKET - Children
Total
Canada
543
43%
40%
26%
24%
22%
20%
16%
15%
13%
12%
3%
Germany
Ireland
Spain
US
97
40%
55%
34%
15%
14%
16%
12%
10%
9%
9%
5%
132
39%
37%
29%
30%
25%
19%
27%
17%
17%
14%
2%
73
40%
38%
26%
18%
21%
19%
12%
14%
16%
11%
-
137
45%
25%
12%
31%
27%
18%
15%
15%
14%
12%
3%
104
54%
49%
31%
17%
22%
27%
9%
15%
9%
12%
5%
83

84. Demographics
84

85. Demographics - Adults
Age
Under 18
Internet Usage
0%
18 – 24
Avg. hours per week
24%
25-34
25%
18%
45-54
18%
55-64
13%
65-74
24
Work use
10
Total
35-44
Personal use
34
N = 2500
2%
N = 2500
Avg. age = 37.6 yrs
Gender
50%
Device
50%
Desktop computer
69%
Laptop computer
73%
Tablet
12%
Smartphone
e-book reader/e-reader
33%
5%
Music device
Female
Male
N = 2500
Gaming device
11%
15%
N = 2500
S2. Please select your age range. S3. Please select your gender. S4. Do you, or does any member of your household, work in any of the following industries?
85
S5.How many hours per week do you use the Internet from any location using any device? Your best estimate is fine. S6. What device(s) do you use to access the
Internet?

86. Demographics - Adults
Marital Status
39%
32%
18%
9%
2%
Single, never been married
Single and living with a partner
Married
Divorced/Separated
Widowed
N = 2500
Employment status
Education
Employed full-time by someone else
36%
Employed part-time by someone else
10%
Self-employed
Some high school or less
14%
10%
Full-Time Student
Part-Time Student
10%
4%
Retired
Not currently employed and not seeking a job
N = 2500
28%
Some college or technical training
21%
College graduate
7%
Not currently employed but seeking a job
High school graduate
20%
Graduate degree
10%
10%
6%
Post graduate degree
7%
N = 2500
D1.Are you? D2. What is your current employment status? D3. What is the highest level of formal education you yourself have
completed ?
86

87. Demographics - Adults
US
12%
Canada
11%
20%
$0 to0$25,000
16%
$25,001 to $50,000
13%
13%
$50,001 to $75,000
$75,001 to $100,000
18%
27%
32%
N = 500
N = 500
Ireland
4% 3%
$100,001 or more
20%
Spain
7%
5%
2%
Germany
3%
3%
17%
2%
Less than 10,000 EUR
14%
12%
13%
25001 to 50,000 EUR
21%
50001 to 75,000 EUR
23%
20%
31%
34%
N = 500
10,001-25,000 EUR
N = 500
21%
75,001 to 100,000 EUR
100,001 or more
N = 500
D5. Please specify your annual household income. : D6. Please specify your annual household income.
87

88. Demographics - Adults
Statements that describes you best
I usually buy a new technology or device
before anyone else I know
Online Services
Social networking website
16%
69%
Location based service
I usually wait to buy a new technology or
device until a few people I know have tried it
36%
14%
Photos
27%
Video
I usually wait to buy a new technology or
device until many people I know have tried it
23%
Music
General storage
I’m usually one of the last people to buy a
new technology or device
36%
28%
10%
24%
Document management
N = 2500
17%
N = 2500
D7. Do you use any of the following online services to access and store your personal digital content?; D8. Which of the following statements
describes you best?
88

89. Demographics - Children
69%
31%
Parent of 8-14 year old kid aged 15-17 years
Child
Age
Number of Persons
Age and Gender of Internet Access
N = 2500
92%
94%
1
2
3
8 to 9
7%
5%
1%
2%
Less than 3 Adults
3 Adults
Boys
N = 296
81%
Girls
4 Adults
26%
33%
10 to 12
4%
4%
N = 176
35%
13 to 14
42%
Boys
10 to 12
2
3
8%
4%
2%
2%
Children
under 15
Boys
N = 182
2
3
6%
2%
1%
1%
4 Adults
N = 289
Internet Access
3%
3%
Yes
Less than 3 Adults
37%
4 Adults
Above 4 Adults
100%
7%
3 Adults
Total
N = 195
10%
N = 158
93%
96%
Boys
Children aged 8-17
3 Adults
Girls
84%
Above 4 Adults
Girls
1
13 to 14
N = 486
Less than 3 Adults
90%
94%
1
38%
25%
10%
Above 4 Adults
Adult
8 to 9
31%
No
0%
25%
Girls
N = 142
N = 775
N = 775
S2 Are you: S3. How many persons in total currently live in your household? S4. How many children do you have living at home between the ages of 8 and 14?
S5. Do your children access the Internet primarily using a computer, laptop, phone, gaming or other mobile device? S6. Please indicate the age and gender of the child
who accesses the Internet most frequently?
89

90. Demographics - Children
Internet Usage
Device
Avg. hours per week = 13.84
Less than 4 hours
Desktop computer
0%
65%
Laptop computer
4 to 10 hours
32%
11-15 hours
Tablet
15%
Smartphone
23%
16-20 hours
77%
e-book reader/e-reader
18%
41%
7%
Music device
More than 20 hours
27%
32%
Gaming device
40%
N = 2500
N = 2500
• About eight in 10 (77%) children are from public schools, and their school is located in urban area (54%).
Schooling
School Location
77%
54%
23%
23%
15%
Public
Children aged 8-17
Private
N = 2500
Rural
Urban
Suburban
N = 2500
S8. What device(s) do/does you/your child (who accesses the internet most) use to access the Internet?
S9. How many hours per week do/does you/your child (who accesses the internet most) use the Internet from any location using any device? Your best guess is fine?
D1 Which of the following best describes the type of school you/your children attend? D2. Which of the following best describes the location of school you/your children attend?
90

91. Demographics - Children
Statements that describes you best
Online services
Social networking website
I usually buy a new technology or device
before anyone else I know
78%
23%
Location based service
I usually wait to buy a new technology or
device until a few people I know have
tried it
38%
15%
Photos
38%
Video
I usually wait to buy a new technology or
device until many people I know have
tried it
21%
Music
General storage
I’m usually one of the last people to buy a
new technology or device
53%
46%
13%
18%
Document management
N = 2500
22%
N = 2500
Children aged 8-17
D5. Do you use any of the following online services to access and store your personal digital content?
D6. Which of the following statements describes you best?
91

92. Demographics - Children
US
9%
Canada
8%
10%
8%
$0 to $25,000
0
$25,001 to $50,000
14%
15%
$50,001 to $75,000
23%
23%
23%
$100,001 or more
16%
N = 500
N = 500
Ireland
7%
$75,001 to $100,000
Spain
3% 5%
5%
Germany
2%
4%
12%
9%
Less than 10,000 EUR
11%
7%
10,001-25,000 EUR
21%
14%
25001 to 50,000 EUR
13%
13%
21%
50001 to 75,000 EUR
75,001 to 100,000 EUR
31%
100,001 or more
32%
N = 500
20%
N = 500
N = 500
Children aged 8-17
D3. Please specify your annual household income. : D4. Please specify your annual household income.
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