September 2011:Objectives/Background
As part of its multi-year public affairs campaign to address youth digital abuse – which has reached over 30 million on-air and mobilized over 1 million to take action – MTV once again partnered with the AP on a study that provides an in-depth look at bullying, abuse and discrimination in the digital age. This research was designed to quantify how young people are experiencing, affected by and responding to issues like cyberbullying, digital dating abuse and online slurs. It is one of the few nationally representative polls to track trending data on these issues over the course of the last two years.
Methodology
Respondents were recruited from KnowledgePanel®, the only online panel that is representative of the U.S. population, bringing unprecedented reliability and statistical projectability to online survey research. KnowledgePanel members are randomly recruited by telephone through Random-Digit Dial (RDD) sampling and by mail through Address-Based Sampling (ABS), which better accounts for the growing number of cell-phone only households in the U.S. To capture the full range of consumers, people chosen for the study who had no Internet access were given it for free.
The survey was conducted online Aug. 18-31, 2011 and is based on 1,355 interviews, including 631 teens ages 14-17 and 724 adults ages 18-24. The margin of sampling error for the poll is plus or minus 3.8 percentage points.
For the remainder of this report: by AP-MTV
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