Download - Millennials 3.0 - Internet Privacy
A T H I R D W A V E o f a n e w a n n u a l r e p o r t p r o f i l i n g 2 0 s o m e t h i n g s .
Internet Privacy
REPORT 3.0
9000 buzzSpotters®
male 34%
female 66% 42
0 Par tic ipa n ts
Who was Involved?
/ buzzmg.com
420 members of our buzzSpotter® network participated in th is survey,
This network is used as a resource for ethnographies, focus groups, personal
interviews, immersion experiences, surveys, and polls.
Overall, this panel is composed of trend influencers, and represent all of the “tribes” we have identified, which
include: independents, preppies, techies and alternatives.
Launched 1.18.12
1,298 attempts
Fielded online
Closed 2.3.12
The majority of participants are from these states.
STATS BY STATE AND PERCENTAGE >>>
location
buzzmg.com
NY 22%
CA 12%
IL 9% GA
6% FL
6%
Rest of USA 45%
The respondents ranged in age from 20 – 29 years.
AGE
20 - 22 YRS, 24%
23 - 25 YRS, 30%
26 - 29 YRS, 46%
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ethnicity
64% 17%
5%
10%
3%
white black
Asian
Latino
other
buzzmg.com
38% 39%
10%
1%
associates Bachelor’s
degree
Level of education
12% H.S. diploma
Masters
Ph.D
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Even th ough some recent trends suggest that Millennials are reth inking the need for h igher education, or results sh ow that just 12� h o ld on to a h igh sch oo l diploma.
Are you familiar with
SOPA?
buzzmg.com
YES 79% 21%
no
Nearly 80� of our 20someth ings are
following, or at least aware of these
important issues.
Are you familiar with
PIPA?
27%
no
73% yes
Censorship
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Opposed to 78%
12%
undecided In favor
of
10%
78� of our 20someth ings are
completely opposed to any type of
censorsh ip, wh ile only 12� are undecided.
buzzmg.com
yes 63% 11% no
Do you set your profiles to
private?
sometimes
26%
63� of our 20someth ings actively
control their privacy settings when given
the opportunity�
do you feel protected
online?
buzzmg.com
44%
I think it is generally well
protected I don’t think it is very well
protected
Not at all yes
4% 10%
42%
Our 20someth ings are very divided
over h ow protected they feel
online�
internet
How often Do you give personal
info?
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sometimes
37%
20%
Usually rarely 26%
always
9%
never 4%
66� of our 20someth ings give personal
information at least some of the time ,
wh ile only 4� never give personal info.
How often do you give false
info?
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never
3%
always
rarely
sometimes 38%
33%
17%
usually
8%
An overwhelming 71� of personal
information given by our
20someth ings online is accurate�
Do you watch tv shows & movies
online?
buzzmg.com
yes 79%
21% no
A large majority of our 20someth ings
are using the internet to watch their
favorite T V sh ows and movies�
Television -- internet
Do you download music online?
buzzmg.com
yes 70%
30% no
Only 30� of our 20someth ings have not
turned to the internet as their primary
source for getting their music.
internet Radio ---
How much would you pay for these services which are currently
free?
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Absolutely nothing
42%
5%
More than $20 per month
$5 per month
$10 per month
23% 20%
$20 per month
$15 per month 5%
5%
Nearly half of our 20someth ings would not
pay for these services and only 15� would
be willing to pay more than �10 per month�
I use the internet primarily for …
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Studying purposes
7%
10% other work
12%
Personal entertainment 71%
It is clear that the internet is a place
for entertainment more than
anyth ing else for our 20someth ings�
entertainment
work
studying
Is recording your activity online a violation if you
allow me to?
buzzmg.com
60%
17%
unsure
yes no 22%
Surprisingly 60� of our 20someth ings still feel
their privacy is being vio lated even if they give
permission to monitor their activity.
How do you really feel
about SOPA & Pipa?
buzzmg.com
�I understand why artist who make a living off of their music and movies are upset about copyrigh t infringement. But SOPA is taking that to an extreme, giving the government permission to shut down a sigh t for minor infringements.�
�I th ink it�s awful. I use the Internet daily for both work and entertainment purposes. I do Search Engine Optimization and it makes me nervous that I could lose out on a job because of th is act.�
�Censorsh ip is wrong. We sh ould each be responsible for our online activity and take necessary measures to protect our own privacy just as we have been since the inception of the internet.�
�I th ink it will h inder certain possibilities for networking and rapid progress that has up until now been due to ubiquitous sharing of information.�
KEY FINDINGS
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THEY STILL F EEL VIOLATED E VEN IF THEY CONSENT. Only 22� didn�t feel vio lated by having their online activity monitored even th ough they accepted the terms of service�
THEY�RE DIVIDED ON ONLINE SAF E TY. With an almost even split, our 20someth ings do not agree about their online safety. In fact, only 14� are sure about h ow they feel one way or the other�
THEY ARE DEF INE TLY USING THE INTER NE T TO GE T THEIR CONTENT. Whether it is music, movies, tv, or news, our 20someth ings are using the internet to satisfy all of their entertainment needs.
UP NEXT…
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FAITH. Our next wave will focus on Millennials and faith . We know that they are less influenced and less involved than their parent�s generation. We�ll explore these trends further with a group of Millennials.
F INANCES. We know that for the most part, Millennials are employed, but h ow are they spending their money� What matters most�
POLITICS. With the Presidential Election looming, we�ll have our eye on candidates and talk to Millennials about their November predictions.
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