This quantitative research, conducted with 1,100 U.S. consumers aged 18+, and supplemented qualitatively with five group discussions with U.S. consumers aged 16-60 years old, found the following changes over the last two years:
The latest study also uncovered concerns that have much more to do with a new consumer etiquette around what and how to share online. Though "selfie” for example, may be 2013's dictionary word of the year, says the report, just under half of American under 34 say selfies are not cool. Similarly, reflecting that this is not just a young generational trend, 77% of people over the age of 35 consider posting frequent selfies on Instagram to be "uncool."
Nadia Tuma, Deputy Director, McCann Truth Central, says "… a new trend towards sharing… being more selective and exclusive… even among the teenage generation… the pendulum is swinging in the direction of more privacy… (it’s) “cooler” to be… not very searchable on Google…"
Laura Simpson, Global Director, McCann Truth Central, concludes that “… with social networks taking on a more dominant role in our lives… the challenge lies in maintaining a delicate balance between making yourself seem interesting without looking vain… "
Concerns about privacy, including bullying as a related aspect, are having a marked effect on youth migration patterns with regard to social media. Youth in the survey explained their migration from Facebook to Snapchat as being partly attributed to greater privacy (and therefore less bullying).
But bullying is only one thing defining currently accepted sharing and privacy practices with regard to social media. In addition to Bullying, these include avoiding Boring, Boasting, Begging and Brand behaviors as well.
The findings about the required balance between privacy and publicity extend to brand marketing behavior as well. Some of their actions are considered "bullying" by some consumers:
For more about McCannTruth Central studies, please visit here.