• by Gavin O'Malley  @mp_gavin, November 30, 2009

That people are less inhibited on the Web is no surprise, but new research from Euro RSCG Worldwide finds that more than any other demographic, females ages 25 to 54 are the most likely to let loose online.

"Brand marketers know the Internet can be a dangerous place, where they lose control of the message and consumer-created content reigns," eMarketer said of the research. "That is partly because Internet users now have the ability to create and disseminate blog posts, tweets, reviews and homemade videos around the world."

Exhibiting what is now known as "cyberdisinhibition," Web users are more likely to feel able to meet new people or be empowered to do something they wanted to.

They are also more likely to "lash out" on the Web when they have something to say about a company or brand. Indeed, one-fifth of Internet users -- including almost one-quarter of men -- had done so, according to Euro RSCG Worldwide.

"The more interactions happen online, with no direct offline contact, the more likely they are to tilt toward extreme behavior," according to the "Social Life and Social Media" white paper. "It's important to blend both online and offline elements."

Blending elements is important, but marketers should remember that there remains a distinction between offline and online interactions.

Just 25.6% of respondents felt all interaction was the same, and about one-half emphasized the convenience of electronic interaction over face-to-face.

The stigma of online socializing is rapidly disappearing as well, according to the research.

While only a minority of U.S. Internet users thought online social groups could be "truly social," nearly three-fifths disagreed with the idea that socializing on the Web was only for "sad, antisocial types."