Article

The Implications Of ‘Digital Courage’ For Marketing

Andrew Kordek

Keyboards and digital screens can act as a catalyst for bravery to talk to people and say things that would often be avoided in person. The anonymity of the online world tends to bring out “true” personality and allows individuals to be more open, opinionated and outgoing than they are in face-to-face interactions.

This is especially true for Millennials. As part of the “Subscribers, Fans, and Followers” study I recently directed, we asked consumers how outgoing or reserved they are both online and offline. One person described it this way: “I am definitely somewhat of a different person online than I am in person. I am more outgoing, I will talk to anyone, and I am not shy. In ‘real life’ I am the exact opposite. Anxiety will get the best of me and keep me from doing things that I want to do.”

A third of Millennials describe themselves as being more outgoing online than they are in-person. Less than 20% of Millennials consider themselves more reserved online than in person. For Gen X, the numbers are the opposite, with a third of people saying they are more reserved online than they are face-to-face.

Don’t Mistake Bravado for Disinterest in Online Privacy

In recent privacy debates have, some assert that young people are not concerned about online privacy. However, two recent and highly credible studies suggest otherwise.

First, Pew Internet found that Millennials are “the most active online reputation managers.” They proactively take steps to limit the amount of personal information available about them online, customize privacy settings, delete unwanted comments from their online profiles, and remove their names from photos.

Continue Reading on MediaPost: Engage: GenY

Originally From “The Implications Of ‘Digital Courage’ For Marketing”| Published June 18, 2010

About the Author(s)

Andrew Kordek

Andrew Kordek is a Co-Founder of Trendline Interactive.

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