Bullies Taking to Social Networking as Teens Become More Mobile

One-in-Five (20%) Canadian Teens Say They Have Witnessed Online Bullying
One-in-Seven (14%) Have Received Inappropriate Comments through Social Networks

Tuesday, February 26, 2013

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:

Dave Pierzchala
Senior Vice President
Ipsos Reid
778.373.5006
dave.pierzchala@ipsos.com

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 seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey- based market research group.

To learn more, please visit www.ipsos.ca.

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world’s third largest market research company.

With offices in 84 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,363 billion (1.897 billion USD) in 2011.

Visit www.ipsos-na.com to learn more about Ipsos’ offerings and capabilities.


Bullies Taking to Social Networking as Teens Become More Mobile

Contact

Karen Beck
Associate Vice President, Canada
Ipsos Marketing
1.778.373.5026
karen.beck@ipsos.com