2007-12-15-皮尤-Digital_Footprints_50页_737kb

Digital Footprints: Summary of Findings

Core Content

This report explores the evolving nature of personal information and online identity management in the context of Web 2.0. It highlights how the internet has changed the way individuals present themselves online, the extent to which people are aware of their digital footprints, and the behaviors and attitudes surrounding online presence and privacy.

Main Points

• Changing Nature of Personal Information:
  In the Web 2.0 era, personal information is no longer limited to basic details like name, address, and phone number. Users voluntarily share content such as text, photos, and videos, making them not only findable but also knowable online.

  • The term "digital footprints" refers to the data trails left behind by users, including both active and passive information.
  • Active Digital Footprint includes data users deliberately share (e.g., social media posts, blogs).
  • Passive Digital Footprint consists of data that is automatically collected or exposed without user intent (e.g., search history, public records).

• Awareness of Digital Footprints:

  • 47% of internet users have searched for information about themselves online, up from 22% five years ago.
  • Younger users (under 50) are more likely to self-search than older users.
  • Men and women search in equal numbers, but those with higher education and income are more likely to monitor their online presence.
  • Only 3% of self-searchers regularly monitor their digital footprint, while 74% check it only once or twice.

• Uncertainty About Online Information:

  • Many users are unsure what information is available about them online.
  • 72% of users search for contact information (e.g., address, phone number), while fewer look for professional or personal details.
  • 60% of self-searchers find relevant information, but 38% say their searches come up short.
  • 87% of self-searchers find the information they locate to be accurate, a significant increase from 74% five years ago.

• Work-Related Online Presence:

  • 10% of internet users have jobs that require them to self-promote or market their name online.
  • These users are more likely to monitor their online presence, with 68% using a search engine to track their digital footprints.
  • 20% of working adults report that their employer has a policy on how they should present themselves online.

• Transparency in Social Networking:

  • 20% of adult internet users maintain social networking profiles, and 82% of these are publicly visible.
  • 60% of adults with visible profiles allow anyone to view them, while 38% restrict access to friends.
  • Teens are more cautious, with 40% allowing public access and 59% restricting it.

• Searching for Others:

  • 53% of adult internet users have used a search engine to find information about others.
  • Most searches are casual, with only 7% conducting them regularly.
  • 36% search for people they have lost touch with, 19% for co-workers or business colleagues, and 11% for potential romantic partners.
  • Online women are more likely to search for dating information than men.

• Attitudes Toward Online Privacy:

  • 60% of internet users are not worried about the amount of information available about them online.
  • Only 38% have taken steps to limit their online presence.
  • Users are divided into four groups based on their level of concern and action:
    • Confident Creatives (17%): Not worried, actively upload content, and take steps to limit information.
    • Concerned and Careful (21%): Worried and actively limit their online data.
    • Worried by the Wayside (18%): Anxious about information availability but do not limit it.
    • Unfazed and Inactive (43%): Not concerned and do not limit their online presence.

Key Information

• Search Behavior:

  • Search engines remain the primary tool for finding information about oneself or others.
  • 91% of online adults use search engines, with 41% doing so daily.

• Privacy Expectations:

  • While Americans have softened on certain privacy concerns, they still value control over their personal information.
  • 85% of adults say it is "very important" to control access to their personal information.

• Public Records and Databases:

  • The digitization of public records and improved search engine accuracy have made it easier to access personal information.
  • This has led to a rise in both professional and personal searches for individuals' data.

• Implications of Digital Footprints:

  • Being findable and knowable is a key feature of Web 2.0, influencing personal reputation.
  • Users are encouraged to be more open and transparent to manage their online reputation effectively.

Conclusion

The report underscores that digital footprints are becoming a central aspect of online life, with users increasingly aware of their presence and the information available about them. While many are not concerned about this visibility, the growing ability to search for and access personal data raises important questions about privacy, control, and the long-term implications of online behavior.