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?

buzzmg.com

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?

buzzmg.com

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

buzzmg.com

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…

buzzmg.com

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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Suite 1810 Philadelphia, PA 19102

215.399.5679 www.buzzmg.com

CONTACT US

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