ENTERTAINMENT

According to the Pew Research Center study it is. Younger adults are more careful about their online reputations and as a result, more concerned about privacy — than older generations. It seems more people keep profiles of themselves on social networking sites (46 percent of online adults today) which is double what it was four years ago.

- Of Internet users between 18 and 29 years old , 44% they take steps to limit the personal information about them online, compared with a third of those 30 to 49, and 25 percent of adults between 50 and 64.

- Of the 18 to 29 year-old group that use social networking, 71 percent have changed their privacy settings to limit the information they share.

- 47 percent of young users have deleted unwanted comments that others have made on their profiles. Of the 30 to 49 crowd it was 29 percent, and 26 percent of those 50 to 64. Does this mean the older you get the tougher your skin to criticism?

- An interesting 41 percent of 18 to 29 year-olds have removed their names from photos when someone has tagged them. That compares with 24 percent of 30 to 49 and 18 percent of 50 to 64.

Surprisingly younger users are less trusting of social networking sites. Which isn't such a bad thing. But younger users are far more conscious about privacy than older ones and this is not what marketers and companies necessarily want to hear.

Even if the percentages hold for society more broadly, it still means plenty of people are willing to share information on social networks. However, companies may have to reconsider what age groups they target, as older consumers may be secure enough in their lives and careers that they have less need to be careful about how they present themselves.

Tag: Erik Sherman

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