Vancouver, BC - While schoolyard bullying continues to be a problem for
many Canadian teens, it appears that bullies are adapting their tactics through 21st century
methods. Many of today’s bullies are taking their hostilities out online through social
networking sites, sometimes using mobile technology. According to findings in a recent issue
of the Ipsos Interactive Reid Report, one-in-five (20%) online teens say they have witnessed
someone they know being bullied on social networking sites. Close to one-in-ten (8%) say
they themselves have been victims of online bullying on social networking sites.
The scope of the problem increases when online teens are asked if they have seen or
been victims of mean or inappropriate comments on social networking sites. Over one-third
(35%) of Canadian teens with a profile on a social networking site say they have seen
postings of mean or inappropriate comments about someone they know, and one-in-seven
(14%) say they have seen these types of comments about themselves on social networks.
These issues, coupled with the increasing use by Canadian teens of mobile devices with
access to social networking sites, raises some alarms that bullying runs the potential of
becoming a mobile problem.
“In the past year we’ve seen ownership of smartphones among teens increase
significantly, which certainly gives teens greater unsupervised access to social networking
sites than ever before,” says Dave Pierzchala, Senior Vice President and Managing Director
with Ipsos Reid in Vancouver. “This just emphasizes how important awareness and education
about bullying and how to stop it are to our youth.”
The Ipsos study showed that among online Canadian teens, ownership of smartphones is
up 18 percentage points (43%) since 2012. Likewise, ownership of MP3 players, such as the
web-enabled Apple iPod Touch, has increased ten percentage points with 61% of online
Canadian teens owning one.
“These findings show that bullying has moved from face-to-face, to cyber-bullying, to
mobile-bullying,” adds Pierzchala. “Unfortunately, bullies have gained further access to our
children and society must play a role in raising the awareness of mobile-bullying.”
This release is based on the findings of an Ipsos Reid syndicated study, The Ipsos
Canadian Inter@ctive Reid Report, fielded November 22-29, 2012 and released in 2012-
Issue 5. This online survey of 422 Canadian teens was conducted via the Ipsos Online Panel.
The results are based on a sample where quota sampling and weighting are employed to
balance demographics and ensure that the sample's composition reflects that of the actual
Canadian population according to Census data. Quota samples with weighting from the Ipsos
online panel provide results that are intended to approximate a probability sample. An
unweighted probability sample of this size, with a 100% response rate, would have an
estimated margin of error of +/- 4.8 percentage points, 19 times out of 20.
For more information on the Ipsos Canadian Inter@ctive Reid Report, please visit www.ipsos.ca/reid/interactive
For more information on this news release, please contact:
Senior Vice President
About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public
opinion research, and research partner for loyalty and forecasting and modelling insights. With
operations in eight cities, Ipsos Reid employs more than 600 research professionals and
support staff in Canada. The company has the biggest network of telephone call centres in the
country, as well as the largest pre-recruited household and online panels. Ipsos Reid's
marketing research and public affairs practices offer the premier suite of research vehicles in
Canada, all of which provide clients with actionable and relevant information. Staffed with
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offers syndicated information or custom solutions across key sectors of the Canadian
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technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-
based market research group.
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with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of
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With offices in 84 countries, Ipsos delivers insightful expertise across six research
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