From the Pew Internet and American Life Project study of 2,253 Americans:
"The increased prevalence of self-monitoring and observation of others creates a dynamic environment where people promote themselves or shroud themselves depending on their intended audience and circumstances. There are good reasons to be more vigilant. Online reputation matters; 44% of online adults have searched for information about someone whose services or advice they seek in a professional capacity. People are now more likely to work for an employer that has policies about how they present themselves online and co-workers and business competitors now keep closer tabs on one another ... even neighbors have become more curious about finding information about one another online. Yet, even those who are careful about their own disclosures have to stay on top of the identifying material that others may have posted about them on social networking profiles, photo- and video-sharing sites, Twitter, and blogs."