Norton Digital Social Resume

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Symantec: Norton DSR Omnibus Survey

March 2011

Contact Info: Andy Gregory Vice President, StrategyOne 650-762-2843 [email protected] http://www.strategyone.net

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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

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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.

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Tables Comparing Significant Differences Between Countries

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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

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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

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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


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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


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Detailed Findings: US

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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

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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

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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

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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

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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

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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

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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

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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

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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

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Detailed Findings: UK

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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%





When engaged online, UK adults most often post comments about themselves on social networking sites



UK

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Of those who do not post information about themselves online, an overwhelming majority think information about them is available online



Yes 68%

No 32%

Notable Differences Between Demographic Groups: •  None UK

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20%

6%

9%

12%

36%

37%

44%

69%


Your Na2onal Insurance Number



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



Notable Differences Between Demographic Groups: •  None UK

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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?


to your reputaMon?

56%

44%

35%

22%

1%

A comment about me

A lie or slander



Other


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.

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59%

20%

6% 4% 12%


Not enough time Not sure



A majority of UK adults consider themselves “active” in protecting their reputation online

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26%

34%

29%

5%

7%

Very ac2ve

Somewhat ac2ve


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

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14% 8% 5% 4% 4% 2%

76%


myself

I shared personal

information


about someone






UK adults most frequently cite posting pictures and personal information as items they would not want an employer or teacher to see



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

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A majority of UK adults would hit a reset button to remove all the information about them online



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

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A majority of UK adults feel they could run for political office based on what they know is available about them online



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

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Detailed Findings: France

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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%





When engaged online, adults in France most often post comments about themselves using social networking sites



FR

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Of those who do not post information about themselves online, almost half think information about them 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%



Your INSEE code


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



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

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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



to your reputaMon?

54%

43%

33% 32%

3%


A comment about me


A lie or slander

Other



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

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49%

12% 10% 8%

20%


I don't know where to start

Not sure



A majority of adults in France consider themselves “active” in protecting their reputation online

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24%

32%

27%

10%

6%

Very ac2ve

Somewhat ac2ve


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

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27% 18%

8% 5% 4% 4%

62%


myself

I shared personal

information



about someone





Adults in France most frequently cite posting pictures and personal information as items they would not want an employer or teacher to see



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

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A majority of adults in France would hit a reset button to remove all the information about them online



Yes 59%

No 41%

Notable Differences Between Demographic Groups: •  None FR

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A majority of adults in France feel they could run for political office based on what they know is available about them online



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

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Detailed Findings: Germany

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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%





A majority of adults in Germany do not post information about themselves online



DE

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Of those who do not post information about themselves online, a strong majority think information about them 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

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20%

3%

6%

9%

41%

50%

52%

68%


Your personal/taxpayer ID number



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



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



to your reputaMon?

52%

41% 40%

30%

5%

A lie or slander

A comment about me



Other



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%


It’s too complicated

Not sure



A majority of adults in Germany consider themselves “active” in protecting their reputation online

41


29%

28%

35%

4%

5%

Very ac2ve

Somewhat ac2ve


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%


myself

I shared personal

information



about someone





Adults in Germany most frequently cite posting pictures and personal information as items they would not want an employer or teacher to see



Notable Differences Between Demographic Groups: •  Male, single, younger and respondents with children are significantly more likely to post things online.

DE

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A majority of adults in Germany would hit a reset button to remove all the information about them online



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



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

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