norton digital social resume
Post on 02-Jul-2015
147 Views
Preview:
DESCRIPTION
TRANSCRIPT
1
Symantec: Norton DSR Omnibus Survey
March 2011
Contact Info: Andy Gregory Vice President, StrategyOne 650-762-2843 Andy.Gregory@strategyone.net http://www.strategyone.net
2
Contents
Table of Contents
• Methodology Page 3
• Table Comparing Significant Differences Between Countries Page 4
• Detailed Findings - US Page 9
• Detailed Findings - UK Page 18
• Detailed Findings - France Page 27
• Detailed Findings - Germany Page 36
3
Methodology
• Methodology: Online Omnibus Survey
• Target audience: Adults age 18+
• Geographies: US, UK, France and Germany
• Sample Sizes & Field dates:
– US: 1,021 respondents surveyed from March 3 – 4, 2011
– UK: 1,004 respondents surveyed from March 4 – 9, 2011
– France: 1,001 respondents surveyed from March 4 – 9, 2011
– Germany: 1,000 respondents surveyed from March 4 – 9, 2011
• Weighting: – US results weighted based on age, sex, geographic region and race to be representative of the total
U.S. population of adults age 18 years and older.
– UK, French and German results weighted based on age, sex and gender to be representative of the population of adults age 18 years and older.
4
Tables Comparing Significant Differences Between Countries
5
Comparing Significant Differences Between Countries
US UK France Germany Q1. Groups more likely to post informa2on about themselves online
Youth Hispanics
Larger H.H.* Children in H.H.
Youth: Comments and
pictures
Children in H.H.: Comments and
pictures
Youth Single
Children in H.H. Lower H.H. Income
Youth Single
Children in H.H.
Q2. Groups more likely to believe informa2on is available about them online
Higher Educa2on None Men Men
Q3. Groups more likely to believe some of these types of informa2on about them are available online
Older Respondents: Zip code and address
None
Men Youth
Higher H.H. Income Single
Men
Children in H.H.
*KEY: H.H. = House hold
6
Comparing Significant Differences Between Countries
US UK France Germany Q4. Groups more likely to have had someone post something online about them
Youth
Youth
Men Youth Youth
Q4. Groups more likely to respond they “don’t know” whether someone has posted something online about them
Older Respondents Older Respondents Older Respondents None
Q6. Groups more likely to describe themselves as “ac2ve” in protec2ng their reputa2on online
Women Youth
Women
Women Youth Single
Youth
7
Comparing Significant Differences Between Countries
US UK France Germany Q8. Groups more likely to post things online they wouldn’t want an employer/teacher to see
Men: Poli2cal and
religious Views
Youth: All items, most notably pictures
Children in H.H.:
Religious views and job complaints
Youth: All items, most notably pictures
Children in H.H.: Personal Info
Men: Pictures and personal info
Youth:
All items, most notably pictures
Children in H.H.: Pictures and personal info
Single:
Pictures and personal info
Men Pictures and personal info
Youth:
All items, most notably pictures
Children in H.H. Pictures and personal info
Single:
Pictures and personal info
*KEY: H.H. = House hold
8
Comparing Significant Differences Between Countries
US UK France Germany Q9. Groups more likely to want to hit a reset buSon
Men
Men Youth
None Married Separated/Divorced
Q10. Groups more likely to believe they can NOT run for poli2cal office
Youth Lower H.H. Income
Women Lower H.H. Income
Women Lower H.H. Income Lower H.H. Income
*KEY: H.H. = House hold
9
Detailed Findings: US
10
Notable Differences Between Demographic Groups: • Younger respondents, Hispanics (acculturated), and respondents with larger household size and/or children are significantly more likely to post informaEon about themselves online.
51%
41%
21%
43%
Ac2vely using social networking sites to post comments about myself
Ac2vely using social networking sites to post pictures about myself
Expressing my opinions through blogging or wri2ng online reviews
I don’t post informa2on about myself online
The majority of adults in the US actively use social networking sites to post comments about themselves online
Engaging in Online Activities
Base: All respondents (n=1,021) Q1. Which of the following activities do you engage in online? Please select all that apply.
US
11
Of those who do not post information about themselves online, a strong majority think information about them is available online
Do you think that information about you is available online?
Base: Do not post information about self online (n=426) Q2. Do you think that information about you is available online?
Yes 81%
No 19%
Notable Differences Between Demographic Groups: • Respondents with more educaEon are significantly more likely to believe informaEon is available about them online. US
12
12%
7%
22%
22%
58%
58%
64%
78%
None of these things
Your social security number
Your religious affilia2on
Your poli2cal affilia2on
Your address
Your date of birth
Your zip code
Your gender
Only 12% of US adults feel someone would be unable to find ‘none of these things’ from a simple search
Types of Information Accessible Online
Base: All respondents (n=1,021) Q3. If someone were to do a simple search online, which of the following types of information do you think they could find about you? Please select all that apply.
Notable Differences Between Demographic Groups: • Older respondents are significantly more likely to believe their zip code and/or address are available online. US
13
Yes 7%
No 63%
Don’t know 30%
For those who have had someone post something damaging to their reputation, the damaging item was most likely a lie or comment
Base: Q4. All respondents (n=1,021); Q5. Someone has posted something damaging (n=72) Q4. Has someone ever posted something about you online, without your consent, that was damaging to your reputation?
Has someone ever posted something about you online that was damaging
to your reputaMon?
59% 53%
46%
32%
3%
A lie or slander
A comment about me
A photo I didn't like
Personal information
Other
Damaging Items Posted Online by Others
Q5. What was posted about you online that was damaging to your reputation?
Notable Differences Between Demographic Groups: • Younger respondents are significantly more likely have had someone post something online about them. • Older respondents are significantly more likely to indicate they “don’t know”. US
14
57%
13% 10% 5%
14%
I've never thought it was an issue
It’s too complicated
Not sure
Level of AcMveness In ProtecMng ReputaMon Online
Reasons for Not Being More AcMve in ProtecMng ReputaMon Online
A majority of US adults consider themselves “active” in protecting their reputation online
14
Base: Q6. All respondents (n=1,021); Q7. Passive in protecting reputation (n=98) Q6. How active are you in protecting your reputation and the information about you that “lives” online? Q7. What keeps you from being more active in protecting your reputation and personal information online?
31%
34%
26%
4%
5%
Very ac2ve
Somewhat ac2ve
Neither ac2ve nor passive
Somewhat passive
Very passive
Notable Differences Between Demographic Groups: • Women and younger respondents are significantly more likely to describe themselves as acEve in protecEng their reputaEon online. US
15
15% 12% 10% 7% 7% 6%
70%
I posted a picture of
myself
I shared personal
information
I shared my political views
I shared my religious views
I wrote a negative comment
about someone
A comment complaining
about my job/manager
I have not posted any of these things
US adults most frequently cite posting pictures and personal information as items they would not want an employer or teacher to see
Base: All respondents (n=1,021) Q8. From the list below, which of the following have you ever posted online that you wouldn’t want your employer, future employer, or teacher to see? Please select all that apply.
Items Preferred to be Kept Private
Notable Differences Between Demographic Groups: • Men are significantly more likely to post things online, specifically poliEcal and religious views. • Younger respondents are significantly more likely to post things online. This was true for all items, but most notably pictures. • Respondents with children are significantly more likely to post things online, specifically religious views and job complaints. US
16
47% of US adults would hit a reset button to remove all the information about them online
If you could hit a reset button and start all over, would you?
Base: All respondents (n=1,021) Q9. If you could hit a reset button, remove all the information about you online and start all over, would you?
Yes 47%
No 53%
Notable Differences Between Demographic Groups: • Men are significantly more likely to want to hit the reset buQon. US
17
A majority of US adults feel they could run for political office based on what they know is available about them online
From what you know about what’s available about you online, could you run for political office?
Base: All respondents (n=1,021) Q10. From what you know about what’s available about you online, could you run for political office?
Yes 69%
No 31%
Notable Differences Between Demographic Groups: • Younger and lower income respondents are significantly more likely to believe they could not run for poliEcal office. US
18
Detailed Findings: UK
19
Notable Differences Between Demographic Groups: • Younger respondents and respondents with children are significantly more likely to post informaEon about themselves online, specifically comments and pictures.
38%
29%
20%
50%
Ac2vely using social networking sites to post comments about myself
Ac2vely using social networking sites to post pictures about myself
Expressing my opinions through blogging or wri2ng online reviews
I don’t post informa2on about myself online
When engaged online, UK adults most often post comments about themselves on social networking sites
Engaging in Online Activities
Base: All respondents (n=1,004) Q1. Which of the following activities do you engage in online? Please select all that apply.
UK
20
Of those who do not post information about themselves online, an overwhelming majority think information about them is available online
Do you think that information about you is available online?
Base: Do not post information about self online (n=500) Q2. Do you think that information about you is available online?
Yes 68%
No 32%
Notable Differences Between Demographic Groups: • None UK
21
20%
6%
9%
12%
36%
37%
44%
69%
None of these things
Your Na2onal Insurance Number
Your poli2cal affilia2on
Your religious affilia2on
Your zip code
Your address
Your date of birth
Your gender
One-fifth of UK adults feel someone would be unable to find ‘none of these things’ from a simple search
Types of Information Accessible Online
Base: All respondents (n=1,004) Q3. If someone were to do a simple search online, which of the following types of information do you think they could find about you? Please select all that apply.
Notable Differences Between Demographic Groups: • None UK
22
Yes 7%
No 67%*
Don’t know 27%
For those who have had someone post something damaging to their reputation, the damaging item was most likely a comment about them
Base: Q4. All respondents (n=1,004); Q5. Someone has posted something damaging (n=66) Q4. Has someone ever posted something about you online, without your consent, that was damaging to your reputation? Q5. What was posted about you online that was damaging to your reputation?
Has someone ever posted something about you online that was damaging
to your reputaMon?
56%
44%
35%
22%
1%
A comment about me
A lie or slander
A photo I didn't like
Personal information
Other
Damaging Items Posted Online by Others
Notable Differences Between Demographic Groups: • Younger respondents are significantly more likely have had someone post something online about them. • Older respondents are significantly more likely to indicate they “don’t know”. UK
*NOTE: Sum of percentage points may not equal 100% due to rounding.
23
59%
20%
6% 4% 12%
I've never thought it was an issue
Not enough time Not sure
Level of AcMveness In ProtecMng ReputaMon Online
Reasons for Not Being More AcMve in ProtecMng ReputaMon Online
A majority of UK adults consider themselves “active” in protecting their reputation online
23
Base: Q6. All respondents (n=1,004); Q7. Passive in protecting reputation (n=116) Q6. How active are you in protecting your reputation and the information about you that “lives” online? Q7. What keeps you from being more active in protecting your reputation and personal information online?
26%
34%
29%
5%
7%
Very ac2ve
Somewhat ac2ve
Neither ac2ve nor passive
Somewhat passive
Very passive
Notable Differences Between Demographic Groups: • Women are significantly more likely to describe themselves as acEve in protecEng their reputaEon online. UK
24
14% 8% 5% 4% 4% 2%
76%
I posted a picture of
myself
I shared personal
information
I wrote a negative comment
about someone
A comment complaining
about my job/manager
I shared my political views
I shared my religious views
I have not posted any of these things
UK adults most frequently cite posting pictures and personal information as items they would not want an employer or teacher to see
Base: All respondents (n=1,004) Q8. From the list below, which of the following have you ever posted online that you wouldn’t want your employer, future employer, or teacher to see? Please select all that apply.
Items Preferred to be Kept Private
Notable Differences Between Demographic Groups: • Younger respondents are significantly more likely to post things online. This was true for all items, but most notably pictures. • Respondents with children are significantly more likely to post things online, specifically personal informaEon. UK
25
A majority of UK adults would hit a reset button to remove all the information about them online
If you could hit a reset button and start all over, would you?
Base: All respondents (n=1,004) Q9. If you could hit a reset button, remove all the information about you online and start all over, would you?
Yes 51%
No 49%
Notable Differences Between Demographic Groups: • Men and younger respondents are significantly more likely to want to hit the reset buQon. UK
26
A majority of UK adults feel they could run for political office based on what they know is available about them online
From what you know about what’s available about you online, could you run for political office?
Base: All respondents (n=1,004) Q10. From what you know about what’s available about you online, could you run for political office?
Yes 65%
No 35%
Notable Differences Between Demographic Groups: • Younger and lower income respondents are significantly more likely to believe they could not run for poliEcal office. UK
27
Detailed Findings: France
28
Notable Differences Between Demographic Groups: • Younger, single, lower income, and respondents with children are significantly more likely to post informaEon about themselves online.
34%
25%
17%
56%
Ac2vely using social networking sites to post comments about myself
Ac2vely using social networking sites to post pictures about myself
Expressing my opinions through blogging or wri2ng online reviews
I don’t post informa2on about myself online
When engaged online, adults in France most often post comments about themselves using social networking sites
Engaging in Online Activities
Base: All respondents (n=1,001) Q1. Which of the following activities do you engage in online? Please select all that apply.
FR
29
Of those who do not post information about themselves online, almost half think information about them is available online
Do you think that information about you is available online?
Base: Do not post information about self online (n=563) Q2. Do you think that information about you is available online?
Yes 47%
No 53%
Notable Differences Between Demographic Groups: • Males are significantly more likely to believe informaEon is available about them online. FR
30
17%
4%
5%
5%
45%
57%
60%
67%
None of these things
Your religious affilia2on
Your INSEE code
Your poli2cal affilia2on
Your address
Your date of birth
Your zip code
Your gender
Less than one-fifth of adults in France feel someone would be unable to find ‘none of these things’ from a simple search
Types of Information Accessible Online
Base: All respondents (n=1,001) Q3. If someone were to do a simple search online, which of the following types of information do you think they could find about you? Please select all that apply.
Notable Differences Between Demographic Groups: • Men, younger, higher income, and single respondents are significantly more likely to believe some of these things are available online, most notably gender. FR
31
Yes 6%
No 63%
Don’t know 31%
For those who have had someone post something damaging to their reputation, the damaging item was most likely a photo they didn’t like
Base: Q4. All respondents (n=1,001); Q5. Someone has posted something damaging (n=59) Q4. Has someone ever posted something about you online, without your consent, that was damaging to your reputation?
Has someone ever posted something about you online that was damaging
to your reputaMon?
54%
43%
33% 32%
3%
A photo I didn't like
A comment about me
Personal information
A lie or slander
Other
Damaging Items Posted Online by Others
Q5. What was posted about you online that was damaging to your reputation?
Notable Differences Between Demographic Groups: • Male and younger respondents are significantly more likely have had someone post something online about them. • Older respondents are significantly more likely to indicate they “don’t know”. FR
32
49%
12% 10% 8%
20%
I've never thought it was an issue
I don't know where to start
Not sure
Level of AcMveness In ProtecMng ReputaMon Online
Reasons for Not Being More AcMve in ProtecMng ReputaMon Online
A majority of adults in France consider themselves “active” in protecting their reputation online
32
Base: Q6. All respondents (n=1,001); Q7. Passive in protecting reputation (n=167) Q6. How active are you in protecting your reputation and the information about you that “lives” online? Q7. What keeps you from being more active in protecting your reputation and personal information online?
24%
32%
27%
10%
6%
Very ac2ve
Somewhat ac2ve
Neither ac2ve nor passive
Somewhat passive
Very passive
Notable Differences Between Demographic Groups: • Women, single and younger respondents are significantly more likely to describe themselves as acEve in protecEng their reputaEon online. FR
33
27% 18%
8% 5% 4% 4%
62%
I posted a picture of
myself
I shared personal
information
I shared my political views
I wrote a negative comment
about someone
I shared my religious views
A comment complaining
about my job/manager
I have not posted any of these things
Adults in France most frequently cite posting pictures and personal information as items they would not want an employer or teacher to see
Base: All respondents (n=1,001) Q8. From the list below, which of the following have you ever posted online that you wouldn’t want your employer, future employer, or teacher to see? Please select all that apply.
Items Preferred to be Kept Private
Notable Differences Between Demographic Groups: • Male, single, younger and respondents with children are significantly more likely to post things online, most frequently pictures and personal informaEon. FR
34
A majority of adults in France would hit a reset button to remove all the information about them online
If you could hit a reset button and start all over, would you?
Base: All respondents (n=1,001) Q9. If you could hit a reset button, remove all the information about you online and start all over, would you?
Yes 59%
No 41%
Notable Differences Between Demographic Groups: • None FR
35
A majority of adults in France feel they could run for political office based on what they know is available about them online
From what you know about what’s available about you online, could you run for political office?
Base: All respondents (n=1,001) Q10. From what you know about what’s available about you online, could you run for political office?
Yes 71%
No 29%
Notable Differences Between Demographic Groups: • Women and lower income respondents are significantly more likely to believe they could not run for poliEcal office. FR
36
Detailed Findings: Germany
37
Notable Differences Between Demographic Groups: • Younger, single, and respondents with children are significantly more likely to post informaEon about themselves online.
28%
20%
15%
63%
Ac2vely using social networking sites to post comments about myself
Ac2vely using social networking sites to post pictures about myself
Expressing my opinions through blogging or wri2ng online reviews
I don’t post informa2on about myself online
A majority of adults in Germany do not post information about themselves online
Engaging in Online Activities
Base: All respondents (n=1,000) Q1. Which of the following activities do you engage in online? Please select all that apply.
DE
38
Of those who do not post information about themselves online, a strong majority think information about them is available online
Do you think that information about you is available online?
Base: Do not post information about self online (n=627) Q2. Do you think that information about you is available online?
Yes 74%
No 26%
Notable Differences Between Demographic Groups: • Males are significantly more likely to believe informaEon is available about them online. DE
39
20%
3%
6%
9%
41%
50%
52%
68%
None of these things
Your personal/taxpayer ID number
Your poli2cal affilia2on
Your religious affilia2on
Your address
Your zip code
Your date of birth
Your gender
One-fifth of adults in Germany feel someone would be unable to find ‘none of these things’ from a simple search
Types of Information Accessible Online
Base: All respondents (n=1,000) Q3. If someone were to do a simple search online, which of the following types of information do you think they could find about you? Please select all that apply.
Notable Differences Between Demographic Groups: • Men and respondents with children are significantly more likely to believe some of these things are available online. DE
40
Yes 5%
No 63%
Don’t know 32%
For those who have had someone post something damaging to their reputation, the damaging item was most often a lie or slander
Base: Q4. All respondents (n=1,000); Q5. Someone has posted something damaging (n=48) Q4. Has someone ever posted something about you online, without your consent, that was damaging to your reputation?
Has someone ever posted something about you online that was damaging
to your reputaMon?
52%
41% 40%
30%
5%
A lie or slander
A comment about me
Personal information
A photo I didn't like
Other
Damaging Items Posted Online by Others
Q5. What was posted about you online that was damaging to your reputation?
Notable Differences Between Demographic Groups: • Younger respondents are significantly more likely have had someone post something online about them.
DE
41
40%
24%
9% 6%
21%
I've never thought it was an issue
It’s too complicated
Not sure
Level of AcMveness In ProtecMng ReputaMon Online
Reasons for Not Being More AcMve in ProtecMng ReputaMon Online
A majority of adults in Germany consider themselves “active” in protecting their reputation online
41
Base: Q6. All respondents (n=1,000); Q7. Passive in protecting reputation (n=90) Q6. How active are you in protecting your reputation and the information about you that “lives” online? Q7. What keeps you from being more active in protecting your reputation and personal information online?
29%
28%
35%
4%
5%
Very ac2ve
Somewhat ac2ve
Neither ac2ve nor passive
Somewhat passive
Very passive
Notable Differences Between Demographic Groups: • Younger respondents are significantly more likely to describe themselves as acEve in protecEng their reputaEon online. DE
42
17% 10%
5% 3% 2% 1%
77%
I posted a picture of
myself
I shared personal
information
I shared my political views
I wrote a negative comment
about someone
I shared my religious views
A comment complaining
about my job/manager
I have not posted any of these things
Adults in Germany most frequently cite posting pictures and personal information as items they would not want an employer or teacher to see
Base: All respondents (n=1,000) Q8. From the list below, which of the following have you ever posted online that you wouldn’t want your employer, future employer, or teacher to see? Please select all that apply.
Items Preferred to be Kept Private
Notable Differences Between Demographic Groups: • Male, single, younger and respondents with children are significantly more likely to post things online.
DE
43
A majority of adults in Germany would hit a reset button to remove all the information about them online
If you could hit a reset button and start all over, would you?
Base: All respondents (n=1,000) Q9. If you could hit a reset button, remove all the information about you online and start all over, would you?
Yes 62%
No 38%
Notable Differences Between Demographic Groups: • Married and separated/divorced respondents are significantly more likely to want to hit a reset buQon.
DE
44
Three-quarters of adults in Germany feel they could run for political office based on what they know is available about them online
From what you know about what’s available about you online, could you run for political office?
Base: All respondents (n=1,000) Q10. From what you know about what’s available about you online, could you run for political office?
Yes 75%
No 25%
Notable Differences Between Demographic Groups: • Lower income respondents are significantly more likely to believe they could not run for poliEcal office.
DE
top related