A Survey on Facts and Myths
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The internet has become an integral part of our daily lives. But to what extent do our online activities reveal something about us as individuals? The latest Im Fokus report from Austria explores this very question, providing fascinating insights into changing online behavior and the perception of knowledge about climate change.
Online Behavior: What Does the Internet Reveal About Us?
The same questions were asked in a study in 2019. Now, six years later, the study was conducted to find out whether people’s views have changed. The study surveyed 319 participants (51% female, 49% male, with an average age of 43.5 years) about ten different online activities and how much they reflect their personality.
The results show that Austrians place the greatest importance on their online searches and the online stores they visit — considering these two aspects the most telling about their personality. Interestingly, this has not changed since 2019.
What has changed, however, is the perception of other activities. While liking social media posts ranked as the third most significant factor in 2019, online price comparisons took its place in 2025. Additionally, gender differences emerged:
- Women consider their calendar entries particularly revealing.
- Men still see liking social media posts as a significant activity.
The study highlights a shift in the perception of online behavior. While online searches and shopping remain the most defining activities, the importance of certain behaviors has evolved.
Climate Change: Self-Perception vs. Reality
A second key focus of the study was knowledge about climate change. Participants were asked to assess their own knowledge and compare it to how well they believed others of the same age and gender understood the topic.
The findings reveal a clear pattern:
- Self-reported climate knowledge averaged 4.58 on a scale from 1 to 10, indicating a moderate level of understanding.
- Men believe they are significantly more knowledgeable about climate change than others of their age and gender.
- Women, on the other hand, rated themselves as less informed compared to others in their demographic.
This pattern is consistent with previous research which indicates that men tend to overestimate their skills, while women are more cautious in their self-assessment (Beyer, 1990).
Overall, the study indicates that while people are aware of climate change, their knowledge remains at an average level. There is still room for further education and awareness to encourage a deeper engagement with the topic.
You can find the full report (in German) here!
published: 17.03.2025
