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 Data Fieldwork
Sample Size Audience
Markets Source Dates
• Adults aged 18-74 (N=2500), and children
• Total of 5000 interviews
aged 8-17 (N=2500) November
US, Germany,
Online 11th –
Ireland, Spain • 1000 per country equally
panel • Children aged between 8-14 were November
and Canada split between adults and
interviewed through parents, and children 24th , 2011
children
15-17 were interviewed directly
2

3. Questionnaire Overview
Perceptions about
Influences &
Screener online profiles & Demographics
Consequences
reputation
•Age •Top 3 online activities that •Positive or negative influences •Marital status
•Gender contribute to my online profile from online activities •Employment status
•Critical employment and to friends and family •Posting information that hurt •Education
•Hours per week using the Internet •Level of concern about my online someone (intentionally or not) •HH Income
reputation •Sharing something publicly, that
•Devices used to access the •Use of cloud services
Internet •Frequency of active thinking you intended to keep private
•Technology adoption
about the long-term impact my •Posting something online that you
online activities have on me and knew had the potential to make
other people someone uncomfortable
•Level of control over my online •My postings that influenced my
reputation online reputation either positively
•Steps taken to manage my online or negatively
profile •My postings that influenced
•Participation in online activities 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
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 15-
17 yrs. old (66% vs. 33%).
As the amount of help from a parent decreases:
Actively thinking about the impact of one’s online activities on themself and others decreases.
Children perceive less positive influences on their reputations from online activities.
Lack of concern decreases. Children who are less concerned or worried may become overconfident and
less vigilant.
Children who get more help from their parents have a higher level of concern about their online profiles
compared to children who get little or no help at all (Help - 67%, No help – 49%) .
Parents who help appear no more effective at preventing hurtful posts by their children than parents
who are not helping at all. This suggests parents need more effective guidance and tools to better help
their children.
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 Lower Usage
Mature Emerging
72%
1
3
32% 31% 31% 2
28%
23%
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 10
online profile?

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

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

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

14. Less Help from Parents Means…
1
2
3
1 Actively Thinking About the Impact of 2 Positive Influences on Online Reputation 3 Q5a. How much do your
Your Online Activities
from Online Activities Increases with parents help you to
(Always/Often %) manage and protect your
70%
Parental Help
online reputation?
Information that you might be exposing or 65%
leaving behind while engaging in online … 52% 41%
60%
How your online activities might be exposing 57% 37%
information about others 36% 30%
50% Help Completely
The long-term impact that your online 57% 25% 26%
activities might have on your personal … 35% 23%
The long-term impact that your online 54% 40%
activities might have on your work/school … 32% 10% 9%
The long-term impact that your online 55% 30%
activities might have on the personal … 32%
The long-term impact that your online 49%
activities might have on the work/school … 25% 20%
Consider your own online profile when you 60% No help at all
edit or post content 52% 10%
Consider other people’s online profile when 57%
you edit or post content 39% 0%
Take steps to keep your personal and 64%
work/school online profiles separate 49% Children 8-14 Children 15-17
Help Completely 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%
4% 3% 5% 4%
Complete A lot of A little Control No control at Don't know
control control all
Adults Children
Q3a. How concerned are you about your online Q3b. How concerned are you that your online
reputation? reputation may be harmed by content posted by
2 32%36% someone else?
23%23% 24%25%
28%30% 32%37%
16%13% 22%20%
14%10%
4% 3% 4% 3%
I am very I am I am not very I am not at Don't know I am very I am I am not I am not at Don't know
concerned somewhat concerned all concerned concerned somewhat very all
concerned concerned concerned concerned
Adults Children Adults Children
15

16. The Relationship Between Control & Concern Is
Complex
Concern vs. Control
I am in complete Doing all I can but
35% control so I don’t must always stay
worry alert
30% 30%
I have complete control (%)
28%
25%
26%
20% 23%
Adults
15% 16% Kids
10% 13% 10%
10%
5% Not at all Not very Somewhat Very
concerned concerned concerned 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 2
Complete control A lot of control A little control No control at all
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? 17

18. Feeling in Control Doesn’t Reduce Chances of Posting
Content that Hurts Others
Control vs. Causing Harm
25%
Something I posted hurt someone
20%
19% 19%
18% 18%
15%
Adults
13% 13% Children
10% 12%
9%
5%
0% Complete control A lot of control A little control No control at all
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 18
intentionally or unintentionally?

19. 9 in 10 Have Taken Steps to Manage Their Profile
At Least Once
1
2
3
Steps Taken to Manage Your Online Profile
Searched my own name using a search engine 63%
61%
2
Used privacy settings on social networking sites that determine who can… 51%
55%
Decided not to post specific text, photos or video online 47%
48%
I opted out of sharing information about myself with a website, financial… 41%
40%
Checked to see what other people say about me on websites/gaming … 32%
45%
Ask someone to remove online content related to myself ( … 21% 3 Adults
34%
Used the alert feature provided by some websites that automatically … 17% Children
21%
Checked my credit report 13%
9%
1
Have not taken any steps 6%
Contacted a web site owner or administrator and asked them to remove… 8%
7%
Employed an online reputation management company 3%
Other 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 Take steps to keep your personal and work/school 57%
online profiles separate 52%
Information that you might be exposing or leaving 57%
behind while engaging in online activities 55%
Consider your own online profile when you edit or 49%
post content 53%
2 How your online activities might be exposing 46%
information about others 43%
The long-term impact that your online activities Adults
44%
might have on your personal reputation 44% Children
Consider other people’s online profile when you edit 43%
or post content 44%
Average
The long-term impact that your online activities 40%
might have on your work/school reputation 39% Adults = 44%
The long-term impact that your online activities Children = 44%
38%
might have on the personal reputation of others 39%
The long-term impact that your online activities 36%
might have on the work/school reputation of others 34%
Q4. On a scale where, 1=Always, 2=Often, 3=Sometimes, 4=Rarely, 5=Never, please tell us:
How often do you: 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 67%
57%
Used privacy settings on social networking sites that determine who can… 57%
45%
Decided not to post specific text, photos or video online 53%
43%
I opted out of sharing information about myself with a website, financial … 48%
35%
Checked to see what other people say about me on websites/gaming … 34%
18%
Ask someone to remove online content related to myself ( … 25%
14%
Used the alert feature provided by some websites that automatically… 18%
11%
Checked my credit report 12% Actively Think
16%
Have not taken any steps 4%
14% Often
Contacted a web site owner or administrator and asked them to remove… 9% Rarely
6%
Employed an online reputation management company 2%
2%
Other 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? 21
Q6. Which of the following steps have you ever taken to manage your online profile?

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

23. Adults Are More Careful Than Children About
Keeping Information Private
1
2
Q10. Have you ever shared something publicly Q11. What type of information did you share
Adults Children
that you intended to keep private? publicly?
Base 434 664
Information about my personal life 56% 2 N.A.
Adults Photos of me or my family 38% 36%
1 My birthday 31% 34%
Yes 83% 17% Hobbies / things I like to do 26% N.A.
My cell phone number 25% 23%
No Information about my job 20% N.A.
My home address 19% 16%
Places I like to go 19% 19%
Information about my kids 18% N.A.
Comments I post online 17% 21%
Info/Details about my friends 15% 44%
Children
Details of my work 12% N.A.
Yes Others 2% 4%
73% 27% Information about my family N.A. 29%
No Information about my school N.A. 24%
Text messages N.A. 16%
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%
40%
38%
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 Positive Negative
Positive/
No
Diff
reputation. If you don’t do a particular activity, please tell us how you think it might influence your Negative Positive
Influence Influence Influence*
online reputation. Your best guess is OK. Ratio Negative
Base - 2500
Send and receive email 47% 2% 24 34% 45%
Online shopping 31% 4% 8 44% 27%
Online banking 27% 5% 5 49% 22%
Search queries/surfing the web (from a desktop or mobile device) 31% 3% 10 42% 28%
Download or stream music, videos or movies 23% 7% 3 45% 16%
Sharing my current location with family/friends 23% 12% 2 39% 11%
Sharing my current location with apps or businesses 19% 15% 1 44% 4%
Sharing my current location with the general public 18% 20% 1 41% -2%
Make internet based phone calls – e.g., Skype 28% 6% 5 48% 22%
Use mobile phone applications 23% 6% 4 51% 17%
Upload photos to a website taken with a camera or cell phone 29% 7% 4 34% 22%
Send and receive text messages 29% 4% 7 45% 25%
Social networking (e.g. Posting content - blogs, tweets, photos, videos, etc.) 32% 9% 4 31% 23%
Use a business networking site like LinkedIn, Monster, etc… 25% 7% 4 47% 18%
Use a personal website 27% 7% 4 44% 20%
Write a blog or post comments 28% 8% 4 38% 20%
Play online games including virtual worlds 26% 7% 4 41% 19%
Use a news sharing service like Twitter, Pownce, FriendFeed, etc.. 25% 8% 3 41% 17%
Use online auction or classified services like Ebay, Craigslist, Amazon, etc… 23% 6% 4 46% 17%
Participate in online forums and communities 29% 6% 5 37% 23%
Subscribe to online couponing services like Groupon, Living Social, Tippr etc. 20% 7% 3 51% 13%
Engage in health management services or health discussion groups online 24% 6% 4 49% 18%
Average 27% 7% 5.0 42%
25
19%
* % for small positive/negative influences not shown

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

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
Positive Influence vs. Top 3 Contribution
1. Send and receive email
25 Contribution > Positive Influence 2. Online shopping
Top 3 Contributors to Online Profile (rank)
1 3. Online banking
2 4. Social networking (e.g. Posting, blogs, tweets, photos, videos, etc.)
3 5. Search queries/surfing the web (from a desktop or mobile device)
20
5 4 6. Play online games including virtual worlds
6 7. Download or stream music, videos or movies
7 8. Send and receive text messages
15 8
reversed)
9 9. Participate in online forums and communities
10. Make internet based phone calls - e.g., Skype
12 10 11. Upload photos taken with a camera or mobile phone
11
10 12. Use online auction or classified services like E-bay, Craigslist, Amazon, etc.)
14
15 13 13. Use a personal website
16 14. Write a blog or post comments
5 18 17 15. Sharing my current location with family/friends
20 19 16. Use a news sharing service like Twitter, Pownce, FriendFeed, etc..
21 17. Use mobile phone or tablet applications
22 Positive Influence > Contribution 18. Subscribe to online couponing services like Groupon, Living Social, Tippr etc.
0
19. Use a business networking site like LinkedIn, Monster, etc.
0 5 10 15 20 25 20. Sharing my current location with apps or businesses
21. Engage in health management services or health discussion groups online-
Positive influence rank (rank reversed)
22. 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 27
tell us how you think it might influence your online reputation. Your best guess is OK.

28. Most Influences from a Person’s Posts on Their
Reputation Are Neutral
1
2
Q13a. Have you ever posted something Positive/Negative Influences
online that has influenced your reputation
either positively or negatively?
Adults Children
1 63% Positive Negative Positive Negative
2
Posted a comment on a social networking site 71% 50% 74% 54%
48% Posted a photo of myself or family 45% 26% 50% 34%
44% Update my social networking profile 36% 13% 35% 12%
Posted something on a webpage 33% 23% 31% 25%
31% 32% 29% 35% 25%
Posted a comment on a blog
Updated my resume 25% 4%
15% Posted a video 18% 12% 25% 16%
9% Posted a photo of others 17% 20% 20% 20%
Posted a photo of my children 16% 13%
Recommend someone for a job 15% 3%
Yes, PositivelyYes, Negatively
No influence, positive or negative Posted a photo of friend & family 26% 23%
Adults 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 Positive/Negative Influences
online that has influenced your family or
friend’s reputation either positively or
negatively? Adults Children
2 75% Positive Negative Positive Negative
65% Posted a comment on a social networking site 63% 35% 66% 46%
1 Posted a photo of them or family 47% 26% 31% 17%
Posted a comment on a blog 23% 17% 27% 21%
Posted something on a webpage 22% 22% 26% 18%
Posted a photo of my children 21% 22%
28%
Posted a photo of others 20% 20% 25% 23%
21%
Update my social networking profile 16% 7% 17% 7%
9% Posted a video 16% 15% 17% 12%
5%
Recommend someone for a job 12% 7%
Updated my resume 10% 11%
Yes, PositivelyYes, Negatively
No influence, positive or negative Posted a photo of friend & family 46% 34%
Adults 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 Positive/Negative Influences
posted something online that has
influenced your reputation either
positively or negatively? Adults Children
2 69% Positive Negative Positive Negative
Posted a comment on a social networking site 68% 59% 66% 47%
1 56% 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%
32% Posted a comment on a blog 23% 19% 27% 23%
Posted a photo of others 19% 16% 20% 12%
22%
16% Posted a video 13% 15% 17% 15%
11% Updated my resume 10% 7%
Update my social networking profile 15% 7% 14% 8%
Recommend someone for a job 9% 3%
Yes, PositivelyYes, Negatively
No influence, positive or negative Posted a photo of friend & family 29% 18%
Adults 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
Adults Children
online activities either positively or
negatively?
Friends/ Friends/
Others Others
Family Family
Yes, Positively 31% 15% 44% 19%
No, Negatively 1 9% 15% 15% 23%
No Influence, positive or negative 65% 74% 51% 65%
Q16b.Please tell us what positive impact did your online
activity have on [friends and family or other people]? Adults Children
Friends/ Friends/
Others Others
Family Family
Helped save a friendship 64% 46% 76% 58%
2 Helped someone get a job 46% 43%
Defended someone who was being cyberbullied 30% 37% 51% 53%
Helped save a marriage 20% 28%
Helped someone with getting into the college of their choice 25% 28% 34% 36%
31

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 Adults Impacts Children
Friends/ Friends/
Others Others
Family Family
Lost a friendship 49% 46% Lost a friendship 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
Adults Children
online activities either positively or
negatively?
Friends/ Friends/
Others Others
Family Family
Yes, Positively 27% 12% 39% 17%
No, Negatively 1 12% 15% 16% 22%
No Influence, positive or negative 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 Adults Children
you?
Friends/ Friends/
Others Others
Family Family
2 Helped save a friendship 61% 50% 74% 63%
Helped someone get a job 41% 41%
Defended someone who was being cyberbullied 29% 31% 45% 56%
Helped save a marriage 21% 21%
Helped someone with getting into the college of their choice 22% 23% 30% 34%
33

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

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