Online Identity Management

The Changing Nature of Personal Information

Americans continue to expect control over their personal information,
but have softened some of their views about privacy.The nature of personal information is changing in the age of Web 2.0

Searching for Self: “Curiouser and Curiouser”

47% of internet users have searched for information about themselves
online, up from just 22% five years ago.

11% of internet users have a job that requires them to self-promote or
market their name online.

Those motivated by work-related expectations are more active in
monitoring their presence online. Public personae are more likely to say that a wide range of personal content (both creative and mundane in nature) is available online. However, public personae have not widely embraced social networking tools for professional or personal uses.

One in five working adults in the U.S. say their employer has policies or
guidelines about self-presentation online. Few regularly repeat their personal name searches. Most who have the inclination to conduct a personal name search find relevant results. Those who search for their own name see a familiar footprint. Nearly nine in ten internet users who locate information about themselves say that most of what they find is accurate, up from 74% five years ago.

Measuring Our Online Footprint: The Trails of 2.0

One in three online adults say their home address and information about who they work for is available online. Many users are uncertain about the availability of their email address. Just one in ten internet users believe that information about their political party affiliation is available online. Users often share “second degree” personal information through content posted on social media sites.

One in three adult internet users has posted creative content online. Social Networking Profiles: With adults, transparency is the norm. Most internet users feel as though it would be “pretty easy” for someone to locate or contact them based on the information available about them online. Young adults, many of whom maintain a profile on a social networking site, are more likely than other internet users to believe it would be “very difficult” for someone to locate or contact them.

Searching for Others: Forget the Phone Book

More than half of all adult internet users have used a search engine to
find information about various people in their lives. Blast from the past: We’re most likely to search for those with whom we have lost touch.

Work-related searches: 19% of adult internet users have searched for
information about co-workers, professional colleagues or business
competitors.

11% of adult internet users say they have searched online for information about someone they are thinking about hiring or working with.

Dating-related searches: Women and young adults do their relationship
homework online.

Basic contact information tops the list of things people search for.

36% of online adults use search engines to look up information about
celebrities and public figures.

Managing Identity: Approaches and Attitudes

Most internet users are not concerned about the amount of information
available about them online, and most do not take steps to limit that
information. Even among those who do express concern about the availability of their online information, many do not take steps to limit access to personal data. Confident Creatives are active internet users whose comfort with online expression may influence their lack of concern about managing their personal data.

The Concerned and Careful partake in a wide range of online activities,
but some also have experience with the dark side of having their online
information available. The Worried by the Wayside group expresses a classic privacy conundrum: They say they worry about the amount of personal information available about them online, but then do little or nothing to control access to that data.
The Unfazed and Inactive group is the most detached from all aspects of their digital footprint.

Looking Ahead: Persistent Presence Online

The way we manage our digital footprints will evolve over time.

What’s in a name? When it comes to anonymity, unique names may or may not smell as sweet. Changes to the way we search and how we exert control over our personal data will continue to shape the way we understand identity and presence online.

To see full study check out http://www.pewinternet.org/pdfs/PIP_Digital_Footprints.pd

Te see questionnaire http://www.pewinternet.org/pdfs/PIAL_Dec06_Tracking_FINAL_Topline.pdf