Anonymity On The Internet And Human Behavior

These days, we are given almost unlimited opportunities to voice our opinion. Thanks to the internet and outlets such as blogs, twitter, social networking sites and comment spaces on nearly everything, we are free to express our views to the world. Partnered with this abundance of space for sharing is the option to remain anonymous while doing so.

I have found that these factors have a great influence on human behavior. People stray from their normal sensible ways and seem to act more irresponsibly. Without the restraint of attaching their name and face to a statement, they are much more likely to express negative, extreme and even irrational viewpoints. The same way mobs come into being; when people are allowed to be part of a large group without the need to be personally identified or held responsible, all their inhibitions seem to disappear.

This also shows up on what I would consider professional websites. I have noticed that websites that do not require commenters to identify themselves tend to get more negative feedback and personal attacks. In contrast, websites where people must use a registered identity when commenting receive more constructive responses.

I am absolutely in favor of free speech. I think that freedom of expression is one of the countless wonders of the internet. I simply think that the lack of accountability exposes a fascinating feature of human nature.

A person’s behavior is arguably the largest component of their identity. But what happens when the two are no longer linked? Is this behavior OK?

What Can We Learn From Students’ Behavior?

Everyone knows that young people – especially students – center their lives around the internet. This is old news. In fact, today’s average student got their first email address at the age of 13 and currently has a mean number of 2.4 email addresses, according to the eROI Student Survey.

This information would lead one to believe that email is a great way to reach a brand’s young customers. However, that may not be the case. The Student Survey also showed that students, on average, read marketing emails on a “rarely to never” basis and only 16% actually take action on marketing emails.

By looking at the ways students are acting, it is clear that marketers may want to reconsider their use of email to reach young consumers. Their behavior shows that this particular channel may not be as effective as others within the direct marketing space.

Social networking and texting, however, are on the rise. 83% of college students use Facebook, 65% use MySpace and 21% use LinkedIn. Additionally, students named text messaging as their preferred means of communication (according to the eROI study).

We need to reach them in the way they prefer, not how we wish. The biggest challenge is our ability to ensure that the desired behaviors do happen. And that we can monetize our investments. It is a conundrum. Do you agree?