Media Literacy: Understanding Digital Capabilitiesdownloads.bbc.co.uk/aboutthebbc/insidethebbc/whatwedo/... · 2014-11-06 · Media Literacy: Understanding Digital Capabilities November

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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014

Final | Internal _Client use only 14-034084-01/SR/HWS/AP

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Media Literacy: Understanding Digital Capabilities November 2014 – final report

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The Purpose of this Research

Measure the current state of the nation with regards to internet access and use 1

Gauge how 7 segments based on internet habits and attitudes fall out in the population in 2014 compared to 2 years previous 3

Understand what the current barriers to going online are for those who are not online 2

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Key groups:- Definitions

Lapsed users- These are non-users who used to be online but they never use the internet nowadays, this could be for a variety of reasons

Proxy users- These are non-users who never use the internet themselves but get someone else to use it on their behalf

Non-users- These are people who don’t currently use the internet but they could have used in the past or they get someone else to use the internet on their behalf

Never used and no proxy- These are non-users who don’t currently use the internet, never have and never get someone else to use the internet on their behalf

Unskilled onliners- These are internet users who can’t complete the 4 basic tasks*; send emails, general surfing/browsing, using a search engine, complete online application forms which include personal details

Skilled onliners- These are users who can complete the 4 basic tasks*; send emails, general surfing/browsing, using a search engine, complete online application forms which include personal details

Segments- Descriptions can be found in the 2012 full report * Go On defined the 4 basic tasks in September 2013

Understanding the current State of the Nation

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Understanding how the UK population sits within internet use

UK Adult (15+) Population

2012 = 50.2m* 2013 = 51.4m* 2014 = 53.0m*

2012: 79% Users = 39.5m 2013: 86% Users = 44.4m 2014: 84% Users = 44.7m

2012: 21% Non-users = 10.6m 2013: 14% Non-users = 7.1m 2014: 16% Non-users = 8.3m

*Source: ONS, NRS & RAJAR Users: Q. Which of these best describes how often you go online or use the internet nowadays?

Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287

Difference between the number of non-users is significant 2012 to 2014 but not significant 2013 vs. 2014

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The number of users in the bottom 2 segments has dropped by 9% points since 2012

Q. Which of these best describes your use of the internet? All internet users 2012: 1536 , 2014, 1897 (unweighted)

13%

79%

21%

84%

12%

13%

13%

15%

8%

8%

16%

17%

14%

12%

21%

14%

3%

<1%

Segment

Total internet users

Segment

Total internet users

Hi-tech Influencers

Eager Enthusiasts

Traditional Followers

Trend-setting wannabes

Functional Users

Willing Worriers

Concerned Resistors

Not categorised


2012

2014

3 in 4 users now fall in to the high user groups compared to less than 2 in 3 users falling into these groups 2 years ago

Blue= High internet use Green= Medium internet use Red= Low internet use

26% 74%

62% 35% *Rebased on only those who fall into a segment

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2012 21% Non-

users = 10.6m

5% Lapsed users = 2.5m

9% Proxy users = 4.6m

10% Never used & no proxy use 5.2m

2014 16% Non-

users = 8.3m




2013 14% Non-

users = 7.0m




Understanding how the UK Offline population sits within internet use

Q. Which of these best describes how often you go online or use the internet nowadays?/ Q. Have you EVER used the internet at all through any device?/ Q. Do you ever get someone else to use the internet on your behalf?/ Q. Are you likely to use the internet in the future?


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6% 7%

6%

11%

18%

51%

2% 3% 5%

9%

19% 62%

15-17 18-24 25-34 35-44 45-54 55-64 65+

Most adult internet users have been online for over 6 years, with older ages dominating those not yet online

5% 5% 8% 4%

10% 6%

6% 3%

2012 2014

More than 6 years 5 - 6 years 3 - 5 years 1 - 3 years Less than a year

71%

Biases still exist amongst internet users

Males, younger age groups and higher social grades have

typically been online longer

Internet newcomers 2012: 9% of adults had come online within the last 2 years

82%

2014: 7% of adults had come online within the last 2 years

Outer ring = 2014 Inner ring = 2012

Users: Q. Which of these best describes how often you go online or use the internet nowadays? Q.INTTEN And for how long have you had access to the internet?

Those 55+ make up 8 in 10

non-users in 2014, up from 69% in 2012


Age profile of non-users

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Average 3.23 web enabled devices owned (vs. 2.3 in 2012)

On average UK adults now have 1 more type of device in their household than they did in 2012

0% 10% 20% 30% 40% 50%

0 1 2 3 4 5 6 7+

2012 2014

0% 10% 20% 30% 40% 50%

0 1 2 3 4 5 6 7+

Number of different web enabled devices owned in household

Average 2.37 ever used to access web (vs. 2.1 in 2012)

Number of different web enabled devices used to access the internet

Q1 asked to all respondents 15+: Base 2012: 2056 Base 2014: 2287 (Unweighted)

Q2 asked to all who have any internet enabled device in hh 15+: UW Base 2012: 1491 UW Base 2014: 1979 Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287

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Tablet ownership has almost tripled in the past 2 years

12 34

10 16

84

43

65

35

72

77

23 % Adults own in HH 2014

PC/Laptop

35 34

Games console

Smartphone Tablet computer

Internet enabled TV set

7 10

90 Blu-ray that

streams

% Adults own in HH 2012

Q1 Which of the following do you have in your household? asked to all respondents 15+: Base 2012: 2056 Base 2014: 2287 (Unweighted)

87% of adults have any internet enabled device in their home vs. 82% in 2012


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Despite stable PC and laptop ownership, the number of users of these devices to go online has declined

6%

8%

10%

11%

28%

29%

53%

82%

85%

9%

4%

12%

11%

11%

30%

31%

94%

96%

PC/desktop/Laptop -‐ Public place

TV set with built in internet

PC/desktop/Laptop -‐ Someone else's home

Games console

Tablet

PC/desktop/Laptop -‐ Work/school/college

Smartphone

PC/desktop/Laptop -‐Home

PC/desktop/Laptop (any)

2012 Users

2014 Users

Devices EVER used to access internet based on those who have internet enabled device in household


Q2 And through which of these, if any, do you personally EVER access the internet? It does not matter whether the equipment belongs to you or not. asked to all who have any internet enabled device in hh 15+: Base 2012: 1491 Base 2014: 1979 (Unweighted)

Smartphone and tablet usage has increased significantly since 2012

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Adults in 2014 can do more tasks online than they could in 2012 - 1 in 7 have done all 26 surveyed vs. 1 in 20 in 2012

0%

5%

10%

15%

20%

0 2 4 6 8 10 12 14 16 18 20 22 24 26

2012 2014

Q15 (2012) Q8b (2014) For each one we would like to understand whether you have done it or not and how well you can do it. All who use the Internet 15+ : Base 2012: 1536 UW Base 2014: 1897 (Unweighted)

No. tasks ever tried Low Med High

2012 8% 0-6

Tasks

82% 7-24 tasks

10% 25-26 tasks

2014 5% 0-6

Tasks

71% 7-24 tasks

24% 25-26 tasks

% adults 15+ who have ever done

On average, adults can do 19.86 tasks This compares to 17.21 tasks in 2012

Number of tasks ever done


Understanding the current barriers to going online

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Non-users are more likely to live in the North East, West and Wales and East Anglia

84% 90% 89% 87% 85% 84% 82% 82% 80% 79% 79% 75%

16% 10% 11% 13% 15% 16% 18% 18% 20% 21% 21% 25%

UK

Southe

rn

Lond

on

Yorkshire

Scotland

North W

est

Central

NI

South West

Anglia

Wales and

West (HT

V)

NEast

Users Non-‐users

Q. Frequency of accessing the internet -15+ All 2287, Anglia 170, Central 219, London 423, NI 120, North East 147, North West 232, Scotland 217, Southern 248, Wales and west 212, South West 131, Yorkshire 168 (Unweighted)


Significantly higher vs. North West, Anglia, London, Southern, Scotland

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Those who are not online are biased towards older age groups and lower social grades

Q6 Please can you tell me how much you feel you know about the internet? Q7a, Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online 314, (Unweighted)

ACCESS AND AFFORDABILITY Access is a key barrier (42% net); 19% claim no access to a computer. Affordability (14% net) is less of an issue, just under 1 in 10 cite inability to afford a computer.

14% affordability (net)

DEMOGRAPHICS Age and income related demographics are still apparent amongst non-users

68% 4.7m

73% 5.1m

56% 3.9m

are 65+ are C2DE have no formal qualification

Female

AWARENESS OF THE WEB Awareness of the internet is almost total (96%), however this is awareness of the term/phrase with 68% of non-users feeling they know almost nothing about it, particularly those 65+.

96%

AWARENESS OF THE TERM/PHRASE

68%

NON-USERS FEELING THEY KNOW ALMOST NOTHING ABOUT IT

LACK OF INTEREST Lack of interest is top barrier (77% net)

3.4m 2.5m

not interested

50%

don’t need it 38%

uncomfortable with technology

12%

don’t know how to use it

11%

Knowledge and concerns are real barriers too (28% net)

0.7m 0.8m

56% 4.0m


1.0m

Non- users/Not lapsed

Confidence intervals need to be considered when looking at smaller sample sizes and grossing to the population. With this unweighted base of 314, a result of 50% is accurate

to +/- 6%, a result of 10% or 90% is accurate to +/- 3% (at the 95% confidence level)

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Similarly those who get someone else to use the internet on their behalf are biased towards older age groups and lower social grades

ACCESS AND AFFORDABILITY Access is a key barrier (46% net); 18% claim no access to a computer. Affordability (12% net) is less of an issue with 5% saying they need other things more.

DEMOGRAPHICS Age and income related demographics are still apparent amongst proxy users

59% 1.8m

66% 2.1m

53% 1.6m


AWARENESS OF THE WEB Awareness of the internet is total (100%), however this is awareness of the term/phrase with 47% of proxy users feeling they know almost nothing about it, particularly those 65+.

100%


47%

PROXY USERS FEELING THEY KNOW ALMOST NOTHING ABOUT IT

LACK OF INTEREST

1.2m 0.9m

not interested

40%

don’t need it

30%

not confident with PC/web

13%

don’t know how to use it 12%


0.4m 0.4m

Female

56% 1.8m

0.4m

Q6 Please can you tell me how much you feel you know about the internet? Q7a, Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , but get someone else to use the internet for them 151 (Unweighted)


Lack of interest is a top barrier (57% net)

Proxy users


Confidence intervals need to be considered when looking at smaller sample sizes and grossing to the population. With this unweighted base of 147, a result of 50% is accurate

to +/- 8%, a result of 10% or 90% is accurate to +/- 5% (at the 95% confidence level)

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Lapsed users are also biased towards older age groups and lower social grades

ACCESS AND AFFORDABILITY Access is a key barrier (48% net); 27% claim no access to a computer This is less of an issue than affordability (27% net). 1 in 10 cite inability to afford a computer.

DEMOGRAPHICS Age and income related demographics are still apparent amongst lapsed users


AWARENESS OF THE WEB All lapsed users claim to be aware of the phrase, but despite being users of the internet in the past 16% feel they know almost nothing about it. .

100%


16%

LAPSED USERS FEELING THEY KNOW ALMOST NOTHING ABOUT IT

LACK OF INTEREST Lack of interest is top barrier (57% net)

0.4m 0.4m

not interested

29%

don’t need it 28%

uncomfortable with technology

16%

worried about security

14%


0.2m 0.2m

Female

53% 0.7m

0.4m

59% 0.8m

70% 1.0m

37% 0.5m

Q6 Please can you tell me how much you feel you know about the internet? Q7a, Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , but used to 65 (Unweighted)



Lapsed users

Confidence intervals need to be considered when looking at smaller sample sizes and grossing to the population. With this unweighted base of 63, a result of 50% is accurate to

+/- 12%, a result of 10% or 90% is accurate to +/- 7% (at the 95% confidence level)

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Barriers for internet use amongst those who have never used the internet but are aware of it (1)

60%

23%

34%

8%

8%

9%

3%

40%

23%

19%

9%

3%

5%

2%

1%

2%

2%

77%

50%

38%

9%

9%

5%

4%

28%

12%

11%

9%

5%

5%

3%

2%

1%

1%

INTEREST AND USAGE (net)

I am not interested in it

I don't need it

I would not use it enough

It's not for people my age

It doesn't provide anything I can't get elsewhere

I don't have time to use it

KNOWLEDGE / CONCERNS (net)

I am not comfortable with technology

I don't know how to use it

I am not confident with how to use a PC/web

Don't know what internet is and offers

I am worried about security /ID theft/fraud/privacy

Don't want to get addicted/would stop me doing other things

There is too much inappropriate content

Worried I may break something/get stuck

I don't know where to get it from

Non user/Not lapsed - reasons for never using (2012) Non user/Not lapsed - reasons for never using (2014)

% Reasons why not accessed the internet

Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , 2012 391, 2014 314 (Unweighted)

5.2m

2.0m

2014 nets

Interest and Usage 77%

Access 42%

Knowledge/concerns 28%

Affordability 14%


Greater barrier vs. 2012

Less of a barrier vs. 2012

- Lack of interest - Not comfortable with technology

- Can ask others - Don’t know how to use it

- Don’t have access to computer

- Can’t afford internet connection

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Barriers for internet use amongst those who have never used the internet but are aware of it (2)

28%

10%

15%

6%

2%

1%

16%

9%

5%

7%

3%

2%

1%

42%

20%

19%

10%

5%

2%

14%

8%

5%

4%

3%

1%

1%

ACCESS (net)

I can ask others to use it for me

I don't have a computer or access to one

I don't have a landline phone

I am not physically able to use a computer

I don't have access to a public place with a computer

AFFORDABILITY (net)

I can't afford a computer

I need other things more

I can't afford an internet connection

I don't want to pay a monthly fee

I don't want to sign a 12 month contract

Other

Non user - reasons for never using (2012) Non user - reasons for never using (2014)



2.8m

1.0m

Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , 2012 391, 2014 314 (Unweighted)

2014 nets


Access 42%


Affordability 14%



- Lack of interest - Not comfortable with technology

- Can ask others - Don’t know how to use it



20


For non users who claim not to be interested in using the internet, access and affordability are also key barriers

44%

20%

28%

7%

5%

2%

19%

11%

8%

6%

2%

2%

42%

20%

19%

10%

5%

2%

14%

8%

5%

4%

3%

1%

ACCESS (net)






AFFORDABILITY (net)






Non user - Filter: not interested in using (2014) Non user - All (2014)

% Key reasons why not accessed the internet

Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , 2014 314 2014 say not interested 64(Unweighted)


Greater barrier vs. all non users

- Can’t afford a computer

- Need other things more


21


For non users who claim not to be interested (net) in using the internet, access is less of an issue but affordability is key barrier

35%

18%

22%

6%

5%

2%

16%

8%

7%

5%

4%

1%

42%

20%

19%

10%

5%

2%

14%

8%

5%

4%

3%

1%

ACCESS (net)






AFFORDABILITY (net)






Non user - Filter: interest (net) (2014) Non user - All (2014)


Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , 2014 314 2014 say not interested (net) 87(Unweighted)




- Can’t afford a connection


22


For non users who access (net) is a barrier knowledge and affordability are also key barriers

37%

18%

16%

14%

5%

8%

5%

5%

19%

10%

6%

6%

6%

3%

28%

12%

11%

9%

5%

5%

3%

2%

14%

8%

5%

4%

3%

1%









AFFORDABILITY (net)






Non user - Filter: access (net) (2014) Non user - All (2014)

Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , 2014 314 2014 say access (net) 143 (Unweighted)



- Not comfortable with technology

- Don’t know how to use it

- Not confident using PC/Web

- Don’t want to pay a monthly fee


23


For non users where knowledge (net) is a barrier, interest is less of an issue but access and affordability are also key barriers

55%

32%

25%

14%

11%

2%

24%

10%

9%

5%

9%

4%

42%

20%

19%

10%

5%

2%

14%

8%

5%

4%

3%

1%

ACCESS (net)






AFFORDABILITY (net)






Non user - Filter: knowledge (net) (2014) Non user - All (2014)


Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , 2014 314 2014 say knowledge/concerns (net) 87 (Unweighted)



- I can ask others

- Don’t have a computer


- Don’t want to pay a monthly fee

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- Lack of interest - Don’t know how to use it

- Can ask others - Not comfortable with technology


Barriers for internet use amongst those who get someone else to use the internet for them (1)

65%

30%

34%

15%

6%

10%

5%

48%

11%

25%

26%

10%

3%

4%

1%

1%

3%

57%

40%

30%

10%

8%

5%

4%

28%

13%

12%

11%

7%

3%

3%

3%

1%

0%



I don't need it











Don't want to get addicted/would stop me doing other




Proxy users - reasons for never using (2012)

Proxy users- reasons for never using (2014)



Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , but get someone else to use the internet for them 2012 144, 2014 151 (Unweighted)

1.8m

0.9m 2014 nets


Access 46%


Affordability 12%

25


Barriers for internet use amongst those who get someone else to use the internet for them (2)

37%

22%

18%

4%

2%

2%

15%

9%

7%

5%

3%

7%

1%

46%

34%

18%

5%

5%

2%

12%

5%

5%

3%

1%

2%

0%

ACCESS (net)






AFFORDABILITY (net)






Other

Proxy users- reasons for never using (2012) Proxy users- reasons for never using (2014)



Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , but get someone else to use the internet for them 2012 144, 2014 151 (Unweighted)

1.4m

0.4m

2014 nets


Access 46%


Affordability 12%



- Lack of interest - Don’t know how to use it

- Can ask others - Not comfortable with technology


26


For proxy users who are not interested, access and knowledge are also key barriers

63%

45%

35%

6%

8%

31%

13%

16%

13%

11%

6%

4%

8%

46%

34%

18%

5%

5%

28%

13%

12%

11%

7%

3%

3%

3%

ACCESS (net)










Don't know what internet is and offers Don't want to get addicted/would stop me doing other

things


Proxy users - Filter: not interested in using (2014)

Proxy users- All (2014)



Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , but get someone else to use the internet for them 2014 151 2014 not interested 64 (Unweighted)

Greater barrier vs. all proxy users

- Can ask others



- Don’t need it

- Would not use it enough

27


For proxy users who are not interested (net), access and knowledge are also key barriers

52%

39%

28%

6%

6%

3%

35%

14%

14%

17%

11%

4%

5%

5%

1%

0%

46%

34%

18%

5%

5%

2%

28%

13%

12%

11%

7%

3%

3%

3%

1%

0%

ACCESS (net)
















Proxy users - Filter: interest (net) (2014)

Proxy users- All (2014)



Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , but get someone else to use the internet for them 2014 151 2014 not interested (net) 87 (Unweighted)


- Can ask others




- Worried about security

28


For proxy users who lack access (net), interest and knowledge are also key barriers

66%

55%

39%

18%

3%

10%

4%

46%

21%

23%

19%

12%

6%

4%

7%

57%

40%

30%

10%

8%

5%

4%

28%

13%

12%

11%

7%

3%

3%

3%



I don't need it













Proxy users - Filter: access (net) (2014) Proxy users- All (2014)



Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , but get someone else to use the internet for them 2014 151 2014 access (net) 70 (Unweighted)


- I am not interested

- Don’t need it

- Would not use it enough

- Not confident

- Not comfortable

29


Barriers for internet use amongst those who are not online but have used the internet before (1)

52%

31%

19%

16%

6%

3%

2%

17%

6%

4%

11%

1%

3%

3%

2%

57%

29%

28%

10%

5%

4%

1%

28%

14%

16%

10%

6%

4%

1%

0%



I don't need it













Lapsed users- reasons for lapsed use (2012) Lapsed users- reasons for lapsed use (2014)

Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Non users of the internet (lapsed use), Adults 15+ 2012 111, 2014 65 (Unweighted)



0.7m

0.4m 2014 nets


Access 48%

Affordability 27%




- Don’t need it - Would not use it enough




- Now I ask others

- I need other things more

- Don’t want to sign a 12 month contract

30


Barriers for internet use amongst those who are not online but have used the internet before (2)

43%

22%

19%

14%

1%

1%

29%

13%

5%

14%

6%

13%

2%

48%

27%

25%

12%

1%

0%

27%

16%

14%

10%

10%

4%

6%

ACCESS (net)

I don't have a computer or access to one anymore

I don't have a landline phone anymore

Now I ask others to use it for me if I need to use it

I am not physically able to use a computer anymore I don't have access to a public place with a computer

anymore

AFFORDABILITY (net)




I can't afford a computer/to fix it


Other

Lapsed users- reasons for lapsed use (2012) Lapsed users- reasons for lapsed use (2014)


Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Non users of the internet (lapsed use), Adults 15+ 2012 111, 2014 65 (Unweighted)

0.6m

0.4m


2014 nets


Access 48%

Affordability 27%




- Don’t need it - Would not use it enough




- Now I ask others

- I need other things more

- Don’t want to sign a 12 month contract

Segmenting the internet population: How do the segments compare to 2012?

32


The internet population divides into 7 segments

13%

13%

13%

8% 17%

14%

22%

21%

13%

15% 8%

17%

12%

14%

INTERNET POPULATION

Hi-tech Influencers

Eager Enthusiasts

Traditional Followers


Functional Users

Willing Worriers

Concerned Resistors

Outer ring = 2014 Innner ring = 2012


2012 15+: Total 1483, Hi-tech Influencers: 174, Eager Enthusiasts: 174, Traditional Followers: 205, Trend-setting wannabes: 114, functional users: 235, Willing Worriers: 211, Concerned Resistors: 370 (Unweighted) 2014 15+ Total 1893, Hi-tech influencers: 399, Eager Enthusiasts: 256, Traditional Followers: 279, Trend-setting wannabes: 149, Functional Users: 310, Willing Worriers: 236, Concerned Resistors: 264 (Unweighted)

Higher vs. 2012

Stable vs. 2012

Lower vs. 2012

33


94% 97%

73% 80% 73% 82%

66% 84%

59% 64% 65% 71%

35% 38% 50%

63%

3% 3%

15% 13%

19% 14%

25%

11%

20% 22% 23% 15%

27% 19%

15%

11%

Hi-tech Influencers

2012

Hi-tech Influencers

2014

Eager Enthusiasts

2012

Eager Enthusiasts

2014

Traditional Followers 2012

Traditional Followers 2014


2012


2014

Functional Users 2012

Functional Users 2014

Willing Worriers 2012

Willing Worriers 2014

Concerned Resistors 2012

Concerned Resistors 2014

Total 2012 Total 2014

Around once a day Several times a day

Frequency of accessing the internet

HIGH USER MEDIUM USER LOW USER

2012 15+: Total 1483, Hi-tech Influencers: 174, Eager Enthusiasts: 174, Traditional Followers: 205, Trend-setting wannabes: 114, functional users: 235, Willing Worriers: 211, Concerned Resistors: 370 (Unweighted) 2014 15+ Total 1893, Hi-tech influencers: 399, Eager Enthusiasts: 256, Traditional Followers: 279, Trend-setting wannabes: 149, Functional Users: 310, Willing Worriers: 236, Concerned Resistors: 264 (Unweighted)


34


§ Least social

§ Least likely to be able to do all they need/want to online

§ Rely on others and courses, etc for help on the internet

§ Feels they are getting left behind with lack of knowledge and use of the internet

§ Most likely to be able to live without the internet

§ Concerned about online privacy

§ Don't like to try new things on the internet in case do something wrong

§ Wants to learn more but don't know where to start

Concerned Resistors (14% vs. 22% in 2012)

2.0 (vs. 1.4)

INTERNET DEVICES IN HOUSEHOLD (TOP TWO)

36% SMART PHONE

83% PC /

LAPTOP

1.2 (vs. 1.1)

DEVICES USED TO ACCESS INTERNET (TOP TWO)

83% PC /

LAPTOP

14% SMART PHONE

LIGHT USER

Age 65+ 40%

Age 45+

60% FEMALE

SPREAD OF SEG

2012 Figures in ( )

(vs. 19%) (vs. 96%) (vs. 3%)


Unskilled concerned resistors

54%

68%

55+ C2DE

58%

No formal qualification

43%

Female

35


Concerned Resistors (14% vs. 22% in 2012)

1.3 (vs. 3.7)

WOULD LIKE TO BE ABLE TO DO

COMPLETELY ABLE TO DO AV 6.4

BASIC ONLINE TASKS - % Could do (net)

8%

EDIT VIDEO (vs. 19%)

11%

SET AND CONTROL INTERNET SECURITY THROUGH BROWSER

SETTINGS (vs. 23%)

9%

COPY OR MOVE FILES (vs. 20%)

9%

DOWNLOAD SOFTWARE (vs. 19%)

DELETE COOKIES (vs. 14%)

5%

VIDEO PHONE CALLS (vs.

18%)

8%

INSTALL SECURITY FEATURES (vs. 20%)

9%

CONTRIBUTE TO BLOGS (vs.

18%)

7%

UPLOAD PHOTOS OR VIDEOS (vs.

18%)

8%

88%

75%

92%

93%

USE A SEARCH ENGINE

77%

SEND EMAIL

72%

72% can do all 4 basic

tasks

2012 Figures in ( ) Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287

CREATE MAINTAIN WEBSITE (vs. 16%)

6%

36


§ Enjoy figuring out how technology works

§ Be the first to try out new technology

§ Enjoy keeping up with current technological trends

§ Like to keep up to date with what is going on around the world

§ Like to find out things for self

§ Don't want to get left behind

§ Concerned about online privacy

Willing Worriers (12% vs. 14% in 2012)

3.2 (vs. 2.6) INTERNET DEVICES IN HOUSEHOLD (TOP THREE)

67% SMART PHONE

88% PC /

LAPTOP

1.9 (vs. 1.7) DEVICES USED TO ACCESS INTERNET (TOP TWO)

88% PC /

LAPTOP

45% SMART PHONE

MEDIUM USER

Age 45-54 20%

35% TABLET

ABC1

Age 35+ 61%

MALE

2012 Figures in ( )

(vs. 24%) (vs. 11%) (vs. 96%)


37


Willing Worriers (12% vs. 14% in 2012)

0.4 WOULD LIKE TO BE ABLE TO DO

TASKS COMPLETELY ABLE TO DO AV 19

(They are more likely to be completely able to do the tasks below – 80% +)

BASIC ONLINE TASKS - % Could do (net)

9%

CREATE MAINTAIN WEBSITE (vs. 18%)

8%

EDIT VIDEO (vs. 20%)

SEARCH ENGINE DOWNLOAD

SOFTWARE WATCH VIDEOS/

TV SHOWS/FILMS

COPY/MOVE FILE

UPLOAD PHOTOS /

VIDEOS

DELETE WEB HISTORY

LISTEN TO MUSIC

BUY PRODUCTS ONLINE EMAIL COMPLETE

ONLINE FORMS SEARCH/ ACCESS

INFO ONLINE SEARCH FOR AND MAKE BOOKINGS

100%

100%

99%

98%

97% can do all 4 basic

tasks

2012 Figures in ( ) Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287

38


Key insights into internet users

The proportion of internet users has increased The proportion of adult internet users has increased by 5 % points to 84% since 2012, with a corresponding (and equal) drop in the proportion of non-users, to 16%. A likely reason is greater ownership of internet enabled devices (up 5 % points to 87%), with the increase driven largely by higher tablet ownership

1

Amongst users, fewer now fall into the least able segments The 2 less proficient internet user segments from 2012, (Willing Worriers and Concerned Resistors) have both shrunk in size; now comprising 26% of internet users compared to 36% in 2012 (a drop of 2 % points for Willing Worriers to 12%, and a larger drop of 8 % points for the less able Concerned Resistors)

3

Internet users have become more able online The proportion of users who could complete nearly all 26 tasks surveyed has more than doubled from 10% to 24%, with just 5% only able to do up to 6 online tasks (down from 8%)

2

39


Key insights into the digital skills threshold

94% of internet users fall above the digital skills threshold Nearly all internet users can perform the 4 most basic online tasks (general surfing, search, email and online forms), up from 90% in 2013; however those who fall below the digital threshold are very different, both attitudinally as well as behaviourally

4

Just under 1 in 5 adults fall below the digital skills threshold 20% of adults fall below this threshold with the vast majority not online. Of these around half have never used the internet and do not have a proxy user, and so getting non-users online in the first place is key to getting them above the digital skills threshold

5

40


Key insights into non-users of the internet

Despite a smaller proportion of non-users, fewer have proxy users 6% of non-users engage with the internet via proxy users (effectively reducing non-users to 10%), however this has declined from 9% of non-users having proxy users in 2012

6

Non users tend to be older The older age bias for non-users is strengthening; 81% are 55+ vs. 69% in 2012, (although all ages fall into the non-user group)

7

Apathy is the greatest barrier with knowledge and access less so Apathy is a greater barrier now than in 2012 (up from 60% to 77%) including a lack of interest in the internet (50%) and not feeling they need to use it (38%). However fewer state lack of knowledge about the internet than they did in 2012 (28% vs. 40%), with affordability at a much lower level (14%)

8

Appendix:

42


Search engines, email and accessing information are the most popular tasks to have been tried online

97%

95%

92%

77%

85%

81%

78%

81%

76%

75%

59%

76%

69%

98%

97%

96%

92%

91%

87%

87%

86%

84%

83%

81%

81%

80%

Use search engine e.g. Google, Bing, Yahoo

Send / receive email

Search / access information online

Connect to internet via wifi at home

Buy products online

Complete online applications/forms with personal details

Watch visual content through web e.g. 4OD, iPlayer, YouTube

Search for / make bookings/ reservations online

Upload photos / videos

Listen to music/audio including radio stations

Download an app

Copy / move files between devices

Delete web history 2012 2014

20 out of 26 attempted

on average (vs. 17 in 2012)

% Ever done


Q15 (2012) Q8B (2014) For each one we would like to understand whether you have done it or not and how well you can do it. Internet users: Adults 15+ 2012 1,536, 2014 1,897 (Unweighted)

43


The majority of internet users have installed security features, downloaded content, and made video calls

70%

68%

68%

68%

61%

58%

57%

56%

41%

47%

38%

26%

22%

79%

78%

77%

76%

72%

72%

72%

71%

65%

58%

49%

40%

34%

Download software from internet e.g. web browser

Manage finances e.g. online banking, pay bills online, use PayPal

Use social networking sites e.g. Facebook, Twitter

Install security features e.g. a firewall, anti virus, spyware

Download visual/audio content e.g. films, TV, music

Set / control internet security through browser settings

Delete cookies

Make video/ phone calls online e.g. Skype

Share/save documents/files on cloud based storage e.g. Instagram, Flickr or Dropbox

Play games online

Contribute to blogs/ debates/ make comments on news articles etc

Edit digital videos

Create/maintain your own website 2012 2014

The most complex tasks that few have done

15% have tried all 26 (vs. 5% in 2012)

% Ever done


Q15 (2012) Q8B (2014) For each one we would like to understand whether you have done it or not and how well you can do it. Internet users: Adults 15+ 2012 1536, 2014 1897 (Unweighted)

44


Increased tablet ownership has meant a larger proportion are completing tasks on tablets

Q.17, Q10 (2014) For each of the following please can you tell me through which device you have ever done it through? Adults 15+: 2012 2,056, 2014 2287 (Unweighted)

7%

7%

6%

6%

6%

5%

5%

5%

5%

4%

21%

20%

18%

18%

17%

17%

14%

14%

14%

13%

Connect to WiFi

Search Engine

Search & Access info

Download an app

Email

Watch visual content

Use social network sites

Buy online

Listen online

Search/make bookings online

2012 2014

Top 10 tasks done on a tablet: All respondents %


45


Connecting to WiFi and using search engines continue to be the top tasks done on a tablet

Q.17, Q10 (2014) For each of the following please can you tell me through which device you have ever done it through? Adults 15+: Tablet users: 138 2012 549 2014 (Unweighted)

77%

76%

72%

70%

66%

62%

56%

60%

56%

51%

86%

82%

74%

72%

71%

69%

58%

58%

57%

55%

Connect to WiFi

Search Engine

Search & Access info

Download an app

Email

Watch visual content

Use social network sites

Buy online

Listen online

Search/make bookings online

2012 2014

Top 10 tasks done on a tablet: Tablet Users %


46


Replicating the 2012 segments

11+: Total 1659, Hi-tech Influencers: 228, Eager Enthusiasts: 182, Traditional Followers: 210, Trend-setting wannabes: 192, functional users: 240, Willing Worriers: 225, Concerned Resistors: 382 (Unweighted) – Note 2012 focused on those 11+. Ipsos MORI, April-May 2012

The segmentation was based on respondents who have accessed the internet in the past and gave sufficient responses to attitudinal questions (3.8% filtered out). Variables have been standardised to account for different number of tasks of the 11-14 year olds (23 tasks) to the 15 years + (26 tasks). Different numbers of segments were extracted, a 7 segment solution was settled upon.

In the initial 2012 research, a segmentation of internet users was completed based upon:

Attitudes towards internet (3 factors) Appreciation of own digital knowledge

Dependence on the internet

Concerns

General attitudes (3 factors) Technology

Curiosity

Sociability

Technology devices

Number of devices to access the internet in hh

Number of devices used to access the internet

Online tasks

Number task done across devices

Number tasks competent at

Number tasks doing less or more often than a year ago

This approach divided the internet population into 7 segments:

More detail on these segments can be found in the original 2012 report, a summary can be found on the following page

47


Methodology

Spring 2012 •  Initial qualitative research •  A large quantitative survey of 2056 adults aged 15+ in UK, conducted face-to-face and a segmentation analysis (plus 218

interviews with kids 5-10 and 198 interviews with kids 11-14) •  Fieldwork was conducted between March-May 2012.

Spring 2014 •  A repeat of the Spring 2012 and questions from the September 2013 research, with a small scale quantitative survey of 2287

adults aged 15+ in UK, conducted face-to-face •  Fieldwork was conducted May 2014 •  A segment allocation tool was used to force respondents into the original segments identified in 2012, based on their responses

to the questions that formed these original segments

48


Ipsos MediaCT plays a prominent role within media and communications research, holding key industry audience measurement contracts and conducting bespoke research to assist their clients in informing their strategic decisions. We help clients make connections in the digital age, as leaders in providing research solutions for companies in the fast-moving and rapidly converging worlds of media, content, telecom and technology. Using a wide variety of research techniques, we help

individual media owners, content owner studios, technology companies, agencies and advertisers address issues such as editorial and programming, advertising, audience profiling and music tastes, market positioning, piracy, high definition and theatrical markets, new product and programme development and license applications.

About Ipsos MediaCT

© Ipsos MORI This work was carried out in accordance with the requirements of the international quality standard for market research, ISO 20252:2006 and with the Ipsos MORI Terms and Conditions which can be found here

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