A new global research survey by McAfee shows that six in ten Canadian children as young as ten years old experience cyberbullying—most of which is deeply personal in nature.

Director of Social and Digital Content at MacAfee, Jas Gallywall says children and teens are at a vulnerable time in their lives, going through puberty and communicating with friends online.

That, according to the survey, is leading to highly personal instances of cyberbullying.

He says it goes beyond the traditional name-calling, with attacks on a child’s appearance and the clothes they wear. “It becomes really deeply personal at a moment in kids’ lives when they are going through transformations.”

Gallywall says the survey found that most cases of cyberbullying involve people within a child’s friend group.