Mobile Manners & Mayhem: Gender Differences in Safer Online Habits Study

Mobile Manners & Mayhem Microsoft Safer Online Facebook poll Prepared by Microsoft & comScore May 10, 2013

Contents Methodology Audience profile Pet peeves Have you ever ? Who is safer? Voice of the consumer

Methodology Questionnaire design was developed by Microsoft and comScore and the survey was fielded by Smooth Fusion. All analysis in this report was performed by comScore. Background Background Analyze mobile habits, safety, and pet peeves of respondents Look at the above info by gender and age to see if there are any differences Objectives Objectives Survey link: https://www.facebook.com/saferonline/app_185900354890819 / There is a roughly 70% male / 30% female split within the data. Weighting to the mobile population gender mix was not performed on this data set because pet peeves, have you ever questions, and other questions do not show any major differences in how males vs. females responded, therefore weighting would not change the results. When reviewing the various data splits throughout this report (i.e., gender or age), keep in mind that each of the groups add up to 100% on their own. Thus if you are looking at males vs. females for a particular measure, all answering options within that question will add up to 100% for males and also 100% for females. Notes Notes Total Respondents Margin Of Error Sample Sizes Sample Sizes 694 +/- 3.72 With a pure probability sample of 694 one could say with a ninety-five percent probability that the overall results would have a sampling error of +/- 3.72 percentage points. However, besides sampling error, all sample surveys and polls may be subject to several additional sources of error that cannot be calculated, including, but not limited to coverage error, error associated with non-response, error associated with question wording and response options, and post-survey weighting and adjustments.

Executive Summary The top pet peeves are related to interruptions/distractions, with constant phone checking selected most often. Over one-half of respondents have shared their location and half have pocket-dialed someone. 58% 50% 47% 29% % Checked someone in Lost mobile phone Pocket-dialed Shared location Almost 40% of respondents think men and women are equal when it comes to who has safer mobile habits. The main anecdotes shared were about using a phone while in transit, being disruptive in a quiet, public place, dropping the phone in liquid, and having pretend phone conversations as an avoidance tactic.

Summary: Gender Differences Demographics: Demographics: The majority of respondents, especially from the younger age groups, were male. Pet Peeves: Pet Peeves: Pet peeves were very similar between both genders. Men are slightly more annoyed by loud talkers, while women are bothered a bit more by people not silencing their phones when appropriate. Have you ever : Have you ever : Women are more likely to share their location, while men who share are more frequent sharers than women. Checking someone in without permission, losing a mobile phone, and pocket-dialing someone were actions that men and women had only slight differences in. Who is safer: Who is safer: Men believe they have safer mobile habits than women.

Summary: Age Differences Demographics: Demographics: 80% of respondents were between the ages of 13-39. Pet peeves: Among the top 5 pet peeves, respondents ages 40 and over are more annoyed by interrupting behaviors like loud talkers and traffic delayers compared to other age groups. Have you ever : Have you ever : Frequency of sharing location, checking in someone without their permission, and losing a mobile phone were all similar across age groups. Sharing location is skewed younger, and pocket-dialing increases as age increases. Who is safer: Who is safer: Younger respondents believe men are safer mobile users.

Audience profile

Survey demographics Age Gender 28% 28% 27% 25% Male Female 72% 17% http://a4.mzstatic.com/us/r1000/073/Purple/a1/c1/70/mzm.wxihmbmf.jpg http://a4.mzstatic.com/us/r1000/073/Purple/a1/c1/70/mzm.wxihmbmf.jpg 3% 13-18 19-24 25-39 40-59 60+ n=192 n=502 13-18 n=185, 19-24 n=197, 25-39 n=175, 40-59 n=115, 60+ n=22

Pet peeves

The Top 5 pet peeves relate to interruptions and distractions to daily life. Constant phone checking is a top 5 pet peeve for nearly one-half of respondents. A phone check typically lasts less than 30 seconds and checks are often within 10 minutes of each other according to recent studies (see footnotes). Habit-formation in smartphones use is mainly reward based. (notifications from social networking, communications, and news) Top 5 Pet Peeves Constant phone checking 44% Loud talkers 41% Using or not silencing phones when appropriate 40% Using the phone during face-to-face conversation 39% Mobile phone users delaying traffic 35% n=694 http://www.hiit.fi/u/oulasvir/scipubs/Oulasvirta_2011_PUC_HabitsMakeSmartphoneUseMorePervasive.pdf http://www.cnn.com/2011/HEALTH/07/28/ep.smartphone.obsessed.cohen/index.html

The second largest group of pet peeves are text messaging related. Items like call screening, check-ins, and BlueTooth usage are less of a nuisance. Texting Related Interruptions 44% 41% 40% 39% 35% 34% 32% 29% 25% 25% 23% 23% 23% 22% 19% 17% 17% 11%

Only slight differences exist in pet peeves between genders. Older age groups seem to find interrupting behaviors to be the most irritating. Top 5 Pet Peeves Split by Gender Top 5 Pet Peeves Split by Gender 44% 43% 43% 41% 39% 39% 38% 38% 36% 34% Men Women Constant phone checking Loud talkers Using/not silencing phones with appropriate Using the phone during a face-to-face conversation Mobile phone users delaying traffic Top 5 Pet Peeves Split by Age Top 5 Pet Peeves Split by Age 13-18 19-24 25-39 40-59 60+ 73% 64% 55% 55% 51% 49% 47% 46% 46% 44% 44% 43% 42% 42% 40% 41% 41% 39% 37% 35% 33% 33% 28% 28% 28% CONSTANT PHONE CHECKING LOUD TALKERS USING/NOT SILENCING PHONES WITH APPROPRIATE USING THE PHONE DURING A FACE-TO- FACE CONVERSATION MOBILE PHONE USERS DELAYING TRAFFIC

Have you ever?

Over half of respondents have shared their location, but most do not share frequently. Have you ever shared your Have you ever shared your location? location? How often do you share your How often do you share your location? location? 58% Yes http://static.trustedreviews.com/94/00002536e/2f79_orh300w300/facebook-check-in-icon.jpg 7% 13% 13% 27% 35% No 7% Unsure Daily Once a week Rarely Never Unsure 40%

Women are more likely to share their location than men. Sharing appears to be an activity for younger age groups with 25-39 being the most active. http://static.trustedreviews.com/94/00002536e/2f79_orh300w300/facebook-check-in-icon.jpg Have you ever shared your location? Have you ever shared your location? http://a4.mzstatic.com/us/r1000/073/Purple/a1/c1/70/mzm.wxihmbmf.jpg http://a4.mzstatic.com/us/r1000/073/Purple/a1/c1/70/mzm.wxihmbmf.jpg 13-18 19-24 25-39 40-59 60+ 66% 59% 59% 43% 41% 54% 54% 59% 59% SHARED LOCATION Note: Numbers displayed represent the percentage who said Yes to the Have You Ever action described by this slide

Very frequent sharers are more often men than women. How often do you share your How often do you share your location? location? http://static.trustedreviews.com/94/00002536e/2f79_orh300w300/facebook-check-in-icon.jpg 42% 39% 29% 26% Men Women 16% 15% 12% 8% 7% 7% Daily Once a Week Rarely Never Unsure 13-18 19-24 25-39 40-59 60+ 45% 41% 40% 41% 40% 37% 36% 25% 25% 21% 16% 15% 15% 14% 13% 13% 13% 11% 10% 8% 7% 5% 5% 4% 0% DAILY ONCE A WEEK RARELY NEVER UNSURE

Unwelcomed check ins happen infrequently, most likely because people aren't as bothered by being checked in; it was the 2nd least selected pet peeve. Have you ever checked in someone without their Have you ever checked in someone without their permission? permission? 29% Yes 29% Yes 61% No 61% No 10% Unsure 10% Unsure http://ian.umces.edu/imagelibrary/albums/userpics/12789/normal_ian-symbol-positive.png

Checking in others is an activity skewed towards the younger age groups the target audience of social apps. Have you ever checked in someone without their Have you ever checked in someone without their permission? permission? http://ian.umces.edu/imagelibrary/albums/userpics/12789/normal_ian-symbol-positive.png http://a4.mzstatic.com/us/r1000/073/Purple/a1/c1/70/mzm.wxihmbmf.jpg http://a4.mzstatic.com/us/r1000/073/Purple/a1/c1/70/mzm.wxihmbmf.jpg 13-18 19-24 25-39 40-59 60+ 45% 31% 30% 30% 28% 28% 24% 12% 5% CHECKED SOMEONE IN Note: Numbers displayed represent the percentage who said Yes to the Have You Ever action described by this slide

Amazingly, almost half of respondents have lost a phone! Have you ever lost your mobile phone? Have you ever lost your mobile phone? 47% Yes 47% Yes 52% No 52% No 1% Unsure 1% Unsure

There are minimal differences between gender and age categories around phone loss. Have you ever lost your mobile phone? Have you ever lost your mobile phone? http://a4.mzstatic.com/us/r1000/073/Purple/a1/c1/70/mzm.wxihmbmf.jpg http://a4.mzstatic.com/us/r1000/073/Purple/a1/c1/70/mzm.wxihmbmf.jpg 13-18 19-24 25-39 40-59 60+ 53% 50% 43% 42% 46% 46% 4 48% 8% 27% LOST MOBILE PHONE Note: Numbers displayed represent the percentage who said Yes to the Have You Ever action described by this slide

Half of respondents have pocket-dialed. Have you ever pocket Have you ever pocket- -dialed someone someone? ? 50% Yes 50% Yes 40% No 40% No 10% Unsure 10% Unsure dialed

The proportion who have pocket-dialed increases gradually with age. This might be related to duration of phone ownership and/or phone type used (buttons present on older phones made them easier to pocket-dial) Have you ever pocket Have you ever pocket- -dialed someone? dialed someone? http://i.usatoday.net/tech/_photos/2011/12/23/Pocket-dialing-The-great-mystery-NTOEMEM-x-large.jpg http://a4.mzstatic.com/us/r1000/073/Purple/a1/c1/70/mzm.wxihmbmf.jpg http://a4.mzstatic.com/us/r1000/073/Purple/a1/c1/70/mzm.wxihmbmf.jpg 13-18 19-24 25-39 40-59 60+ 60% 56% 53% 5 50% 0% 51% 51% 37% 27% POCKET DIALED Note: Numbers displayed represent the percentage who said Yes to the Have You Ever action described by this slide

Who is safer?

4-in-10 believe men and women are equally safe in using their mobile phones. http://img.gawkerassets.com/img/18ixo8nedrkwxpng/ku-medium.png Who do you think has safer mobile habits? Who do you think has safer mobile habits? They re Equal 39% Men 32% Women 14% Unsure 14%

Men believe they have safer habits; women dont discriminate. The respondents in the 13-24 age group are over male and believe men are safer. http://www.noisypost.com/wp-content/uploads/2011/06/thought-bubble.png http://www.noisypost.com/wp-content/uploads/2011/06/thought-bubble.png = http://image.spreadshirt.com/image-server/v1/designs/10520598,width=178,height=178/Male-symbol.png 45% 40% 37% http://a4.mzstatic.com/us/r1000/073/Purple/a1/c1/70/mzm.wxihmbmf.jpg http://a4.mzstatic.com/us/r1000/073/Purple/a1/c1/70/mzm.wxihmbmf.jpg Who do Who do you think you think has has safer mobile safer mobile habits 22% habits? ? 20% 13% 12% 11% Men Women They're equal Unsure Men Women They're equal Unsure 43% 41% 39% 39% 39% 37% 35% 32% 31% 24% 23% 21% 18% 16% 14% 13% 11% 10% 9% 5% 13-18 19-24 25-39 40-59 60+

no they didn t Fun facts, stories & embarrassing moments

Themes from respondents anecdotes http://www.wpclipart.com/transportation/car/icons_BW/car_BW_icon.png Texting/calling someone while in transit Texting/calling someone while in transit http://3.bp.blogspot.com/_ZXuHFJm_fmA/SltZut6T7fI/AAAAAAAAAUI/zPVoSVNkkR8/s400/Movie+icon.jpg Having your phone go off/using your phone while you are in a quiet Having your phone go off/using your phone while you are in a quiet public setting (movie theater or at school) public setting (movie theater or at school) http://www.dragoart.com/tuts/pics/9/3248/13972/how-to-draw-a-toilet-step-6.jpg Getting your phone wet and most likely ruining it Getting your phone wet and most likely ruining it http://debidrecksler.com/wp-content/uploads/2013/03/people-talking-on-phone.jpg Pretending to be talking to someone on your phone and actually getting Pretending to be talking to someone on your phone and actually getting a call in the middle of the pretend conversation a call in the middle of the pretend conversation

I know someone who pulled up at a red light next to someone he knew, so he called him on his mobile, only to watch the guy he was calling look at his caller ID and set the phone back down. Basically, he watched himself get screened. Thinking I'd silenced my phone in the movie theater only to have an alarm continue to go off at regular intervals. Funny thing was, I was getting aggravated because I thought it was someone else's phone going off! I once dropped my phone in the soup and it worked just fine afterwards. people acting like they're talking with someone over the phone for a very long time in public transit/places then suddenly the phone itself rings due to a real call My wife was non-stop texting me one day while driving in the car. I was ignoring them since I was driving but the Bluetooth in my car stereo kept interrupting my music when she texted with a beep beep sound. I got frustrated so grabbed the phone to text her to wait til I got home - I sideswiped the guard rail and ruined the entire side of my car. It cost me thousands! Now my new Windows Phone will read the text to me instead so I can safely recite a reply.