Data privacy: Teens don't care about privacy, right?

Colin Strong
GfK Business and Technology

Changing attitudes towards online privacy among teenagers has huge implications for brands. But the assumption that young people are indifferent about their online lives and how their personal data is used is wide of the mark.

There is an almost universally held view that teenagers simply don't care enough about online privacy. And, at face value, there seems to be good evidence for this. In the UK, Paris Brown famously felt obliged to resign as the country's first Police Youth Crime Commissioner after some ill-advised tweets she had made some years previously. Other cases have involved teens taking their lives after being blackmailed over ill-advised personal footage posted online. While these are the more extreme examples, many who have contact with teenagers are aware of instances where they have not appeared to have sufficient concern for their privacy.