How people monitor their identity and search for others online
From the Summary of Findings:
Over time, several major trends have indicated growth in activities related to online reputation management:
• Online reputation-monitoring via search engines has increased – 57% of adult internet users now use search engines to find information about themselves online, up from 47% in 2006.
• Activities tied to maintaining an online identity have grown as people post information on profiles and other virtual spaces – 46% of online adults have created their own profile on a social networking site, up from just 20% in 2006.
• Monitoring the digital footprints of others has also become much more common—46% of internet users search online to find information about people from their past, up from 36% in 2006. Likewise, 38% have sought information about their friends, up from 26% in 2006.
• 65% of adult social networking users have changed the privacy settings on their profile to limit what they share with others online.
• 56% have “unfriended” contacts in their network--deleting people from their friends list—and 52% have kept some people from seeing certain updates.
• 36% have deleted comments that others have made on their profile, and 30% have removed their name from photos that were tagged to identify them.
• Internet users are now twice as likely to be found by friends from the past-- 40% of internet users say they have been contacted by someone from their past who found them online, up from 20% who reported the same in 2006.
• Half of online adults (48%) agree that getting to know new people now
• 12% of employed adults say they need to market themselves online as part of their job. While 15% of employed men say they have a job that requires them to self-promote online, just 7% of employed women say this.
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Full Study Reputation Management and Social Media (47 pg., PDF)