Following Facebook’s several rounds of changes to its privacy management tools —which were widely discussed in the media — one in eight users (12%) considered canceling their account with the social networking site, though only 1% did, according to BIGresearch. Men (14%) were more likely than women (11%) to consider deleting their profile. Most users (55%) did not make any changes to their profile’s privacy settings, while 32% updated their privacy preferences. Those aged 18-34 were most likely to take action following Facebook’s changes:
• 16% considered canceling their account, including 3% who did so;
• 40% changed their privacy settings; and
• 45% did nothing.
Those aged 55 and older were least likely to take action [ED NOTE: That may be because they are less comfortable sifting through pages of preferences to find the settings they need to change]:
• 13% considered canceling their account, though only 0.3% of those did so;
• 23% changed their privacy settings; and
• 64% did nothing. [Social Networking]
Source: “American Pulse, May 2010,” BIGresearch; Phil Rist, VP Strategic Initiatives, 450 W. Wilson Bridge Rd., #370, Worthington, OH 45085; 614-846-0146; phil@bigresearch.com; www.bigresearch.com. Price: Available upon request at no charge.
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