This document summarizes the findings of a global survey on cyberbullying conducted by Ipsos between November 1-15, 2011 across 24 countries. The survey included over 18,000 respondents and assessed public awareness and attitudes toward cyberbullying. Key findings included that the vast majority of respondents were familiar with the term cyberbullying. When asked their views on whether cyberbullying is fundamentally different than other forms of bullying, responses were mixed. Relatively few respondents reported that children in their household or community had directly experienced cyberbullying. The most commonly reported methods of cyberbullying experienced by victims were through social media sites and mobile devices.

1. Global @dvisor
Global @d isor
CYBERBULLYING
Citizens in 24 Countries Assess
Bullying via Information Technology
for a Total Global Perspective
A Global @dvisory – December 2011 – G@27
CYBERBULLYING

2. These are the findings of the Global @dvisor Wave 27 (G@27),
an Ipsos survey conducted between November 1st and November 15th, 2011.
SURVEY METHOD COUNTRIES SAMPLE WEIGHTING
• The survey instrument is • The countries reporting herein • For the results of the survey • Weighting was then employed
conducted monthly in 24 are Argentina, Australia, presented herein, an to balance demographics and
countries around the world via Belgium, Brazil, Canada, international sample of 18,687 ensure that the sample's
the Ipsos Online Panel system. China, France, Germany, adults age 18-64 in the US and composition reflects that of the
This month, fielding took place
month Great Britain Hungary,
Britain, Hungary Canada,
Canada and age 16-64 in all
16 64 adult population according to
in 26 countries. India, Indonesia, Italy, Japan, other countries, were the most recent country
Mexico, Poland, Russia, Saudi interviewed. Approximately Census data, and to provide
Arabia, South Africa, South 1000+ individuals participated results intended to
Korea, Spain, Sweden, Turkey on a country by country basis approximate the sample
and the United States of via the Ipsos Online Panel with universe. A survey with an
America.
America the exception of Argentina,
Argentina unweighted probability sample
Belgium, Indonesia, Mexico, of this size and a 100%
Poland, Russia, Saudi Arabia, response rate would have an
South Africa, South Korea, estimated margin of error of +/-
Sweden and Turkey, where 3.1 percentage points for a
each have a sample sample of 1,000 and an
approximately 500+.
500+ estimated margin of error of +/
+/-
4.5 percentage points 19 times
out of 20 per country of what
the results would have been
had the entire population of
adults in that country had been
polled. All sample surveys and
ll d l d
polls may be subject to other
sources of error, including, but
not limited to coverage error,
and measurement error.
A Global @dvisory – December 2011 – G@27 2
CYBERBULLYING

3. Analytic Components
Cyberbullying is when a child or group of children (under the age of 18) intentionally intimidate, offend, threaten
or embarrass another child or group of children specifically through the use of information technology, such as a
website or chat room on the Internet, a cellular telephone or another mobile device.
– Have you ever seen, read or heard anything about cyberbullying?
 Yes
 No
Which of the following comes closest to your point of view? Some people believe that [INSERT STATEMENT A
OR B – ROTATE] Others believe that [INSERT STATEMENT A OR B – ROTATE] Which of these statements comes
ROTATE]. ROTATE].
closer to your own point of view?
– STATEMENT A - cyberbullying is the same behaviour seen in other forms of bullying, just through different
technologies, and so it should be addressed through existing anti-bullying measures among parents and
schools.
– STATEMENT B - say that cyberbullying is a fundamentally different type of bullying that needs special
attention from parents and schools, in addition to existing efforts to address bullying in general.
[RANDOMIZE IN SAME ORDER AS QUESTIONNAIRE VERBIAGE]
 Cyberbullying can be handled through existing anti-bullying measures
 Cyberbullying needs special attention
A Global @dvisory – December 2011 – G@27 3
CYBERBULLYING

4. Analytic Components
To the best of your knowledge, has a child in your household ever experienced cyberbullying? What about another
child in your community?
– Yes, on a regular basis
– Yes, sometimes
– Yes, once or twice
– No, never
– Don’t know
Thinking about the kids you know who have experienced cyberbullying, to the best of your knowledge, how did
they experience the harassing behaviour? Please select all that apply. [randomize]
– Cellular telephone or other mobile device
– Social networking site like Facebook
– Online chat room
– Email
– Online instant messaging
g g
– Other websites
– Other form of technology
A Global @dvisory – December 2011 – G@27 4
CYBERBULLYING

5. DETAILED FINDINGS
A Global @dvisory – December 2011 – G@27 5
CYBERBULLYING

6. Cyberbullying is when a child or group of children (under the
age of 18) i t ti
f intentionally intimidate, offend, threaten or
ll i ti id t ff d th t
embarrass another child or group of children specifically
through the use of information technology, such as a website
or chat room on the Internet, a cellular telephone or another
mobile device.
Have you ever seen, read or heard anything about cyberbullying?
– Yes
– No
A Global @dvisory – December 2011 – G@27 6
CYBERBULLYING

7. Have you ever seen, read or heard anything about
cyberbullying?
DN2. Cyberbullying is when a child or group of children (under the age of 18) intentionally intimidate, offend, threaten or embarrass another child or group of children
specifically through the use of information technology, such as a website or chat room on the Internet, a cellular telephone or another mobile device. Have you ever
seen, read or heard anything about cyberbullying? Base: All Respondents: n= 18.687 A Global @dvisory – December 2011 – G@27 7
CYBERBULLYING

8. Which of the following comes closest to your point of view? Some people
believe that [INSERT STATEMENT A OR B – ROTATE]. Others believe that
[INSERT STATEMENT A OR B – ROTATE].
Which of these statements comes closer to your own point of view?
STATEMENT A - cyberbullying is the same behaviour seen in other forms
of bullying, just through different technologies, and so it should be
addressed through existing anti-bullying measures among parents and
schools.
STATEMENT B - say that cyberbullying is a fundamentally different type of
bullying that needs special attention from parents and schools, in addition
to existing efforts to address bullying in general.
[RANDOMIZE IN SAME ORDER AS QUESTIONNAIRE VERBIAGE]
Cyberbullying can be handled through existing anti bullying measures
anti-bullying
Cyberbullying needs special attention
A Global @dvisory – December 2011 – G@27 8
CYBERBULLYING

9. Which of these statements about cyberbullying comes closer
to your own point of view?
DN3. Which of the following comes closest to your point of view? Some people believe that... Which of these statements comes closer to your own point of view?
Base: All Respondents: n= 18.687 A Global @dvisory – December 2011 – G@27 9
CYBERBULLYING

10. To the best of your knowledge, has a child in your
household ever experienced cyberbullying? What about
another child in your community?
– Yes, on a regular basis
– Yes, sometimes
– Yes, once or twice
– No, never
– Don’t know
A Global @dvisory – December 2011 – G@27 10
CYBERBULLYING

11. Has a child in your household ever experienced cyberbullying?
No/Never/DK
89%
68%
80%
85%
91%
82%
89%
86%
90%
95%
93%
89%
92%
95%
89%
92%
93%
97%
92%
82%
87%
88%
86%
95%
95%
DN4_1. To the best of your knowledge, has a child in your household ever experienced cyberbullying? What about another child in your community? - My child
Base: Parent or guardian of any child(ren)under the age of 18 (unwtd) n=6502 A Global @dvisory – December 2011 – G@27 11
CYBERBULLYING

12. Has a child in your community ever experienced
cyberbullying?
No/Never/DK
74%
69%
75%
72%
65%
49%
69%
73%
74%
55%
77%
72%
74%
47%
75%
85%
80%
88%
89%
88%
89%
85%
89%
65%
89%
DN4_1. To the best of your knowledge, has a child in your household ever experienced cyberbullying? What about another child in your community? -- A child in my
community Base: Parent or guardian of any child(ren)under the age of 18 (unwtd) n=6502 A Global @dvisory – December 2011 – G@27 12
CYBERBULLYING

13. Thinking about the kids you know who have experienced
cyberbullying, to the best of your knowledge, how did they
experience the harassing behaviour? Please select all that
apply
pp y
[RANDOMIZE]
– Cellular telephone or other mobile device
– Social networking site like Facebook
– Online chat room
– Email
– Online instant messaging
– Other websites [ANCHOR SECOND LAST]
– Other form of technology [ANCHOR LAST]
A Global @dvisory – December 2011 – G@27 13
CYBERBULLYING

14. How did they experience the harassing behaviour
DN5. Thinking about the kids you know who have experienced cyberbullying, to the best of your knowledge, how did they experience the harassing behavior?
Base: Total Answering (unwtd) n= 1903 A Global @dvisory – December
2011 – G@27
14
CYBERBULLYING

15. How did they experience the harassing behaviour
Social Networking Site Like Facebook
DN5. Thinking about the kids you know who have experienced cyberbullying, to the best of your knowledge, how did they experience the harassing behavior?
Base: Total Answering (unwtd) n= 1903 A Global @dvisory – December
2011 – G@27
15
CYBERBULLYING

16. How did they experience the harassing behaviour
Cellular telephone or other mobile device
DN5. Thinking about the kids you know who have experienced cyberbullying, to the best of your knowledge, how did they experience the harassing behavior?
Base: Total Answering (unwtd) n= 1903 A Global @dvisory – December
2011 – G@27
16
CYBERBULLYING

17. How did they experience the harassing behaviour
Online chat room
DN5. Thinking about the kids you know who have experienced cyberbullying, to the best of your knowledge, how did they experience the harassing behavior?
Base: Total Answering (unwtd) n= 1903 A Global @dvisory – December
2011 – G@27
17
CYBERBULLYING

18. How did they experience the harassing behaviour
Email
DN5. Thinking about the kids you know who have experienced cyberbullying, to the best of your knowledge, how did they experience the harassing behavior?
Base: Total Answering (unwtd) n= 1903 A Global @dvisory – December
2011 – G@27
18
CYBERBULLYING

19. How did they experience the harassing behaviour
Online instant messaging
DN5. Thinking about the kids you know who have experienced cyberbullying, to the best of your knowledge, how did they experience the harassing behavior?
Base: Total Answering (unwtd) n= 1903 A Global @dvisory – December
2011 – G@27
19
CYBERBULLYING

20. How did they experience the harassing behaviour
Other websites
DN5. Thinking about the kids you know who have experienced cyberbullying, to the best of your knowledge, how did they experience the harassing behavior?
Base: Total Answering (unwtd) n= 1903 A Global @dvisory – December
2011 – G@27
20
CYBERBULLYING

21. How did they experience the harassing behaviour
Other form of technology
DN5. Thinking about the kids you know who have experienced cyberbullying, to the best of your knowledge, how did they experience the harassing behavior?
Base: Total Answering (unwtd) n= 1903 A Global @dvisory – December
2011 – G@27
21
CYBERBULLYING

22. About Ipsos…
 We are an independent company among the large global research companies, and are owned and
managed by research professionals.
 Our ambition: to make survey-based research one of the primary means to understand
contemporary society and economy. And to make Ipsos a strategic partner for those who wish to
better understand the world and play an active part in it, with lasting success.
 Our experts are specialised in five areas of activity: we assess market potential and interpret
market trends, develop and test emergent or existing products or services and build brands, test
advertising,
advertising study audience responses to various media and measure public opinion on issues and
media,
reputation.
 We have 10,000 employees working in wholly owned operations in 66 countries, and regularly
conduct research i over 100 countries.
d t h in ti
 Founded in 1975 by Jean-Marc Lech and Didier Truchot, Ipsos has been publicly traded since
1999. In 2010, Ipsos' revenues exceeded 1B Euros.
p
Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.
A Global @dvisory – December 2011 – G@27 22
CYBERBULLYING

23. For information about this and other
Global @dvisory products contact:
John Wright
Senior Vice President and Managing Director, Public Opinion Polling
Ipsos Public Affairs +1 (416) 324 2002
324-2002
john.wright@ipsos.com
Keren Gottfried
Research M
R h Manager, P bli O i i P lli
Public Opinion Polling
Ipsos Public Affairs +1 (416) 572-4481
keren.gottfried@ipsos.com
The Ipsos Global @dvisor Omnibus is a monthly, online survey of consumer citizens in 24 countries
and produces syndicated reports and studies specifically tailored to the needs of corporations,
advertising and PR agencies, and governments. For information contact:
Chris Deeney
Senior Vice President and Managing Director, Omnibus Division
Ipsos Public Affairs +1 (312) 665-0551
chris.deeny@ipsos.com
Visit www.ipsos.com for information about all of our products and services.
Copyright Ipsos 2010. All rights reserved. The contents of this publication constitute the sole and
exclusive property of Ipsos.
A Global @dvisory – December 2011 – G@27 23
CYBERBULLYING