Every second Internet user is a member of a social network, and among those under 30 – who make up just under half of all social network users – the figure is even 79 per cent. The members of these networks display a changed attitude to the private sphere and data protection. Whereas in former times it was a matter of course to enter your address and telephone number in the telephone directory, this information is today regarded as sensitive, and is omitted from the online profiles of most users. On the other hand, questions on gender (92%), age (79%), relationship status (70%), personal preferences (65%) or private photos (62%) in social networks have already become standard. More than two thirds (76%) state that they regularly check their security and private sphere settings in the social networks. At the same time, they are more than twice as likely as non-members to think that it is alright for companies to create personality profiles (15% compared to 7%).