The challenge
The online safety organisation runs a yearly survey measuring the impact of digital technology on children’s wellbeing, using its Digital Wellbeing Index. In 2023, the organisation commissioned BMG to carry out the third wave of this research by surveying over 1000 families in the UK. The published index report found that teenage girls were experiencing more online harm than ever before. For example, the number of 15–16 year old girls being contacted by strangers online had increased to nearly half (from 29% the previous year).
To explore this further, we carried out in-depth qualitative research to provide insights into the challenges that girls face when online and the strategies they use to minimise harm.
The solution
We interviewed teenage girls aged 13–16, and parents of teenage girls, about topics including online bullying, harassment, body image and self-harm. Girls and parents were asked open questions that enabled them to reflect on the range of experiences they have had online across different platforms, apps and sites.
The sensitive nature of the research meant that robust safeguarding measures were in place to ensure participants’ safety, particularly in the event a participant disclosed a risk of significant harm. It was also important that the teenage girls we spoke to felt comfortable to discuss their experiences with us, and one of the measures we took was making sure the girls were interviewed by female researchers.
The outcome
The research resulted in a report, and key findings were presented in a webinar, in which BMG was joined by MP Nicky Morgan as the keynote speaker and over 100 people from the government, Ofcom, Internet Matters and social media companies.
The project has been shortlisted in the Media Research category for the MRS Awards 2024.