Young people are increasingly taking pains to protect their privacy online. If “‘Don’t talk to strangers,’ becomes ‘Delete your cookies,’ what does that mean for brands long-term?”
The Intelligence Group
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American teenagers are more concerned about online privacy and data collection than even 20-somethings in a "post-Snowden era," spurring a rise in apps and websites that prevent tracking or guarantee anonymity, according to a new survey from the Creative Artist Agency's Intelligence Group.
Only 11% of 14- to 18-year-olds share "a lot about themselves online," down from 18% a year ago, and compared with 17% of 19- to 24-year-olds and 27% of 25- to 34-year-olds, the youth-focused consumer insights group found in a survey of 1,300 people. About 60% of that youngest group said they "don't like things that last forever online," compared with 53% or less among 19- to 34-year-olds.
The NSA and government surveillance revelations exposed last year by Edward Snowden seem to have naturally resonated with teens, who've spent their entire lives growing up on and around the internet.
It's a "shared cultural moment," similar to 9/11 and the recession, and has resulted in a world where even 12-year-olds worry about cookies and privacy, said Jamie Gutfreund, chief strategy officer of the Intelligence Group, whose clients include Disney, Red Bull and Nordstrom among other major brands. Adding to that, many teens have come of age in an era where their parents might have shared milestones in their lives on Facebook or YouTube without their consent, giving them a "digital dossier that they are now dragging around," she said.
"Younger and younger consumers are aware of the value of their privacy, and what we're starting to see on a larger scale are parents who have become aware of that and are teaching their kids how to remain anonymous," she said. Teens also don't want certain opinions to be "eternally linked" to their identities, boosting the appeal of apps like Snapchat, where the communication exists outside the lasting gaze of say, Facebook or Twitter, she said.
About 18% of 14- to 18-year-olds share content, including status updates, photos, pins or articles, on social media at least once a day, compared with 28% of 19- to 24-year-olds and 35% of 25- to 34-year-olds, the survey found.
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