TOWARDS A BETTER UNDERSTANDING OF ICT APPROPRIATION: THE BENEFITS

OF A CLUSTERING APPROACH

Pieter Verdegem, Ph.D.Research Group for Media & ICT [MICT]Ghent University [UGent]Interdisciplinary Institute for Broadband Technology [IBBT]

IPTS Workshop ‘Youth at Risk and ICTs’<Brussels, 1-2 December 2010>

MICT?

MICT = Research Group for Media & ICTAffiliated to Ghent University, department of CommunicationStudiesBoth fundamental & applied (policy) research in the field of (new) media & ICTSpearheads of our research

ICT & SocietyMedia production & distributionMedia use & experienceProfiling & targetingGaming

Part of the IBBT

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IBBT?

IBBT = Interdisciplinary Institute forBroadband TechnologyFounded in 2004 by the FlemishgovernmentMission: development of high competent human capital & carrying out multidisciplinary research for business and governmentFocus on ICTs & applications5 application domains> 500 researchers@ 6 universities

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Introduction

Participation in the information society:Digital inequalities (on different levels) will notdisappear from their own accordWhat about digital inclusion vs. social inclusion?Moving beyond simplifications (e.g. dichotomousportrayal) and assumptions without evidence

For setting up new policy actions, we need: New and creative (theoretical) frames of mindMethodologies that enable to understand the complex reality

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Digital inclusion research 1.0

The ‘traditional’ digital divide research/parameters:Focus on access: “the divide between haves and have nots” (technological determinism)Often described using socio-demographic and socio-economic parametersImportant knowledge, however, sufficient for betterunderstanding digital inequalities (and its impact)?

The most important ‘traditional’ parameter:Income as a proxy for digital inequalities and opportunities?

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Digital inclusion research 2.0

Theoretical/conceptual framework:‘Relative utility’: based on the interplay betweenA(ccess), S(kills) and A(ttitudes)The ‘cost’ perception is related to the (perceived) added value

On the methodological level: a clustering approachGoal: more accurate understanding of the specificity of distinguished groupsIn this presentation: 2 applications of thisapproach (non-users & youth)

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Profiling the non-user

The ASA approach:Hypothesis: members of homogeneous groupsshare similar perceptions (ASA) towards ICT (=ASA profile)Based on cluster analysis (K means clustering): 5 distinctive profiles of non-users

Benefits of the approach: A better understanding of these ASA profilesInput for more effective policy measures

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Profiling the non-user

The ASA approach:Hypothesis: members of homogeneous groupsshare similar perceptions (ASA) towards ICT (=ASA profile)Based on cluster analysis (K means clustering): 5 distinctive profiles of non-users

Benefits of the approach: A better understanding of these ASA profilesInput for more effective policy measures

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1) Incapable refusers2) Self-conscious indifferents3) ‘The willing but incapable’4) Skilled ICT-lovers with limited access5) Price sensitve pragmatists

Profiling the non-user (2)

Towards a profiling instrument:Applying discriminant function analysisInvestigating the discriminative power of the measurement instrumentReducing of the number of statements of the measurement instrument 37 > 20 > 13 > 9Profiling instrument: formula for predictingmembership of the clustersAdded value: extending the insights (into the profiles and policy measures) to a larger N

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Youth & mediated bedrooms

Special attention for youth & ICT: Critical reflection on concepts such as e.g. ‘digital natives’ and ‘net/playstation generation’Starting from the domestication frameworkBased on latent class analysis: 3 distinctive groupsof ICT mediation

Benefits of the approach:A better understanding of ICT in the everyday lifeof youngsters (and usage context)

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Youth & mediated bedrooms

Special attention for youth & ICT: Critical reflection on concepts such as e.g. ‘digital natives’ and ‘net/playstation generation’Starting from the domestication frameworkBased on latent class analysis: 3 distinctive groupsof ICT mediation

Benefits of the approach:A better understanding of ICT in the everyday lifeof youngsters (and usage context)

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1) Media-rich bedroom2) Media-rich environment3) Limited media environment

Youth & mediated bedrooms (2)

More results:Differences in terms of ICT ownershipBetter insights into the distinguished groups: gender differences and differences in termsof the education levelDifferences in terms of ‘strategic’ use of ICT (e.g. leisure versus homework)All youngsters = prosumers?Not much parental mediation (though genderdifferences)

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Concluding remarks

Income remains an important parameterHowever, we need theoretical approaches that go beyond a ‘traditional’ digital divide approachWe also need methodologies that allow to grasp the importance of ICT in everyday lifeA clustering approach offers benefits for profiling non-users and better understanding youngsters and theirmediated bedroom cultureThis clustering approach enables to support more targeted (and effective) policy measures

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Th@nk you!

Pieter Verdegem, Ph.D.E: Pieter.Verdegem@UGent.beT: +32 9 264 84 77W: http://www.mict.beW: http://www.ibbt.be