More Indians now hiding real identities on Facebook, YouTube
While it may be frowned upon at first glance, the use of "nameless and faceless profiles" is two-pronged.
"From the initial purpose of finding and connecting with friends and families, social media has evolved and will continue to evolve in unprecedented ways," said Dipesh Kaura, General Manager for South Asia, Kaspersky.
"It has played a key role on how we socialise and identify with each other, but now, we have arrived at a fork in the road where virtual profiles of both individuals and companies are being used as a parameter for judgment," Kaura said in a statement.
Conducted in November with 1,240 respondents from the region, the "Digital Reputation" research showed that the power of anonymity is being used the most in Southeast Asia at 35 %, followed by India at 28% and Australia at 20%.
More than half (59%) of those surveyed stated that they use anonymous accounts to exercise their freedom of speech without affecting their reputation, while 53% wanted to indulge in their secret interests that they were not too keen on having their friends find out about.
"On this basis, it is not surprising that 49% of the respondents will check the social media accounts of a brand or a company before purchasing their goods or services," the report stated.
"The consumers now hold companies accountable for their online reputation, in the same way that individuals' behaviour on social media is now being used to determine one's credit score, to screen one's employability, and even to either reject or approve one's Visa request," Kaura elaborated.
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