Ipsos&ISC - New media usage summary report 2013

The Home of Researchers November, 2013

New Media Usage Tracker - 2013 Follow Up Study

New Media Usage

New Media Usage

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Methodological info

•  Ad hoc CATI survey •  Data collected on representative sample for population of Serbian citizens aged 12

and more

•  Target population size is 6,369,691

•  Sample size is 1224

•  Sampling frame is based on the data of Telephone (book) database, Census from 2011, vital statistics and the migrations data, as well as ISM estimates of population and households for 2010

•  Sample type is 2-staged stratified combined probability sample

•  Automatic control of procedure, interactive control of consistency and logical control of collected data is performed in 100% of cases

•  Post stratification is performed regarding: gender, age, type of settlement, geo-economical region and education

•  Data collection is performed in November 2013

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Context

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Civic activism/engagement/participation is any individual and collective actions designed to identify and address issues of public concern (APA, 2002). Includes a wide variety of actions, from minimally involving (so called soft activism) to highly involving (hard activism) (Brunsting & Postmes, 2002), with extremes such as: expressing an opinion, persuading others vs. participating in demonstrations, performances or sabotages. Includes a wide variety of issues: environmental, human rights, animal rights, politics, heath care… The rise of the Internet in recent decades substantially expands the forms of potential civic participation. The Internet offers the opportunity for users to share their opinions, form virtual groups and pressure the authorities without sharing physical space or direct interpersonal contact. Online and offline actions are conducted in different social environments: online activism lacks face to face interaction. Early theories stated that it reduces social/nonverbal cues and therefore is less socially influential, and more individualistic environment (Kiesler, Siegel, & McGuire, 1984). However, new empirical evidence suggests just the opposite: social identity can be salient despite the fact that group members are physically isolated. Internet is sometimes ideal environment to express group membership while individuality might be pushed to the background (Lea & Spears, 1991; Haslam, 2001). Online and offline actions require different sets of skills and, more importantly, different amount of effort: it is much easier to join a virtual than a real group, to sign an electronic than a real petition, to join a virtual than a real event.

New Media Usage

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Interest in political and social events in Serbia? To what extent are you interested in following political

and social events in Serbia?

31%

13%

44%

24%

31%

16%

16%

2%

21%

12%

33%

28%

39%

20%

19%

1%

23%

13%

37%

26%

36%

20%

16%

1%

1 - Not interested atall

2 - Mainly notinterested

NOT INTERESTED(1+2)

3 - Both yes and no

INTERESTED (4+5)

4 - Mainlyinterested

5 - Very muchinterested

Do not know

201120122013

Base: Total target population

New Media Usage

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Main source of information

Which medium do you follow the most to collect information in general? Base: Total target population

68

66

71

77

35

66

84

85

21

21

18

13

54

24

7

3

8

9

7

7

8

6

6

10

1

3

3

2

0

1

1

1

0

0

1

1

1

Total 2013

Total 2012

Total 2011

Total 2010

12-29

30-44

45-65

66 +

% TV % Internet % Daily newspapers % Radio % Other

2013

New Media Usage

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How often do you…? – Digital natives (12-29)

42

45

41

36

84

84

68

4

4

4

4

5

6

6

7

5

5

7

4

4

9

4

3

3

3

3

3

41

44

48

2

4

5

9

81 5 5

1

3

39Use Internet (Total Population) - 2013

Use Internet (Total Population) - 2012



Use Internet (Digital Natives) - 2013




Every day 4 - 6 times a week 2 -3 times a week Once a weekSeveral times a month Once a month Less than once a month Never

To start with, how often do you follow certain media. How often do you... Base: People 12-29 years old (26% of total population) - 2010 Base: People 12-29 years old (26% of total population) – 2011 Base: People 12-29 years old (26% of total population) – 2012 Base: People 12-29 years old (24% of total population) - 2013

New Media Usage

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Purpose of using internet

For which of the following purposes do you use Internet? Multiple answers; Base: Internet users wave-2013 (61% of target population)

78%

67%

55%

53%

53%

43%

44%

29%

28%

21%

27%

23%

17%

4%

Browsing information about products, services,companies, cu

Getting informed, reading news

Social networks(Facebook, MySpace, Twitter)

Sending/receiving electronic mail (e-mail)

Chatting (Skype, msn, gtalk, Yahoo messenger..)

Downloading music and other contents

Watching movies

Listening to programs of radio stations via Internet (live o

Computer games

Leaving messages on Internet forums / reading blogs

Purchasing via internet, payments via Internet, Internetban

Playing on-line games

Watching the programs of TV channels on Internet (live orpo

Other2013

New Media Usage

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When browsing Internet? Talking about your typical working day and your habits related to use

of Internet, please tell me at which of the following time intervals do you usually browse Internet? By this we do not mean receiving and

sending mail or exchange of messages via internet.

From06:00 to

08:59

From09:00 to

09:59

From10:00 to

11:59

From12:00 to

13:59

From14:00 to

14:59

From15:00 to

16:59

From17:00 to

18:59

From19:00 to

19:59

From20:00 to

21:59

From22:00 to

23:59

From00:00 to

01:59

From02:00 to

05:59

2013

2012

2011

2010

DIGITAL NATIVES 12-29 (2013)

Base: Internet users (52% of target population) - 2010 (54% of target population) – 2011 (56% of target population) - 2012

New Media Usage

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Social networks – Have a profile In which social networks do you have open profile? Base: Total Internet Users ,

52% of target population - 2010 56% of target population – 2011 59% of target population - 2012

66

68

64

58

87

66

37

39

4

3

5

6

6

4

3

10

12

7

2

20

6

2

3

2

1

1

3

4

1

3

15

9

4

20

15

12

3

1

1

1

2

3

0

30

29

34

41

11

29

55

61

Total 2013

Total 2012

Total 2011

Total 2010

12-29

30-44

45-65

66 +

% Facebook % My Space % Twitter % Linked In Google+ Other None

2013

2,656,000

2,342,000

2,554,893

2,112,178

New Media Usage

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Facebook – Active Networker

In which social networks are you active, i.e. which social networks do you visit at least 3-4 times a week?

Base: Those who have open profile in some social networks (32% of target population) - 2010 (34% of target population) - 2011 (42% of target population) - 2012 (42% of target population) - 2013

9193 94

87

Facebook users

2013% % 2012 % 2011 % 2010

•  66% of all Internet users have a profile on Facebook –

•  that is 40% of total Serbian population aged 12+

•  that is 2,554,000 people (2,656,000 in 2012) – slightly decrease.

•  More than 90% of all FB users in Serbia are active.

2.38M 2.33M

New Media Usage

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Twitter – Active Networker

In which social networks are you active, i.e. which social networks do you visit at least 3-4 times a week?

Base: Those who have open profile in some social networks (32% of target population) - 2010 (34% of target population) - 2011 (42% of target population) - 2012 (42% of target population) - 2013

47 50 4632

Twitter Users

% 2013 % 2012 % 2011 % 2010

•  10% of all Internet users have a profile on Twitter

•  that is 6% of total Serbian population aged 12+

•  that is about 425,000 people (465,000 in 2011).

•  47% of all Twitter accounts in Serbia are active.

231K 217K

New Media Usage

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26

17

11

8

48

34

12

3

74

83

89

92

52

66

88

97

Total 2013

Total 2012

Total 2011

Total 2010

12-29

30-44

45-65

66 +

% Yes % No

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Incidence of Smart Phone Usage Do you have Smart phone?

Base: Base: Those who have mobile phone (80% of target population) - 2010 (85% of target population) – 2011 (87% of target population) – 2012 (87% of target population) - 2013

2013

23% of total population have smart phone

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Activism

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•  AMOUNT OF ACTIVISM People in Serbia are active. 77.5% stated that they have been active (online or offline) in the past year in at least one form of activity.

•  ONLINE/ OFFLINE

People in Serbia are more active offline (in “real world”) then online (on internet)

•  ISSUES FOR ACTIVISM People are most active in the area of ecology and animal and humanitarian issues, while politics seems to be the least appealing for them to activate.

•  LEVEL OF ENGAGEMENT

Most common form of activism is open expression of opinion, while the least practiced form is signing a petition, and volunteering

•  BARRIERS FOR ACTIVISM exists and are still high (personal interest of majority of

people, development of personal responsibility for individual life, feeling that there is no real influence on the important issues in the society, no time)

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50.2

51.5

38.4

49.3

44.2

44.4

41.1

29.5

25.6

25.2

24.3

19.6

19.5

17.2

Ecology

Humanitarian Issues

Animal rights

Human Rights

Problems in community

Self-‐interest

Poli;cs

Yes LIVE Yes ONLINE

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Have you participated in following activities in past year


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22.5

23.4

51.7

77.5

76.6

48.3

Live&Online ac;vism

Live ac;vism

Online ac;vism

No Yes

15

Live vs online activities in past year Base: Total target population

New Media Usage

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Demographic structure Live vs On-line activists

51% 49%

25%22%

34%

19%

30%

51%

19%23%

50%

27%

60%

40%

55%

45%

54%

30%

15%

2%

28%

47%

25% 27%

46%

27%

67%

34%

Mal

e

Fem

ale

12-2

9

30-4

4

45-6

5

66 +

Prim

ary

scho

ol

Seco

ndar

ysc

hool

Uni

vers

ity

Bel

grad

e

Cen

tral

Serb

ia

Vojv

odin

a

Urb

an

Oth

er

Live activism Online activism

Sex Education Region Type of settlement

Age

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66.0

69.8

81.6

86.3

89.6

92.0

34.0

30.2

18.4

13.7

10.4

8.0

I tried to persuade other people to share my opinion

I openly expressed my opinion about that issue

I signed a pe;;on

I took part in gatherings/rallies to support an idea

I wore a T-‐shirt or a badge with a slogan-‐picture suppor;ng an idea

Volunteered in an organiza;on/ member of organiza;on

No Yes

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Have you participated in following activities in past year - Ecology (Live)


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83.0

84.9

87.4

90.0

92.0

95.8

17.0

15.1

12.6

10.0

8.0

4.2

I joined Internet groups to support an idea

I openly expressed my opinion about that issue (blog, Facebook status, comments, forum, share

material)

I tried to persuade other people to share my opinion during Internet communica;on

I changed a photo or Facebook/twiNer/ etc.. status to support an idea

I signed an "on line" pe;;on

Volunteered in an internet group (e.g. as administrator) or being in everyday ac;vity with this

group

No Yes

18

Have you participated in following activities in past year - Ecology (ONLINE)

Base: Those who use internet (61% of target population)

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60.1

66.1

87.5

88.6

93.3

94.5

39.9

33.9

12.5

11.4

6.7

5.5



I signed a pe;;on




No Yes

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Have you participated in following activities in past year - Human Rights (Live)


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84.4

86.0

87.1

91.7

92.6

96.3

15.6

14.0

12.9

8.3

7.4

3.7


material)






group

No Yes

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Have you participated in following activities in past year - Human Rights (Online)


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59.3

64.2

86.0

87.1

87.4

91.6

40.7

35.8

14.0

12.9

12.6

8.4




I signed a pe;;on



No Yes

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Have you participated in following activities in past year - Humanitarian Issues (Live)


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83.8

84.9

86.6

90.8

91.3

95.3

16.2

15.1

13.4

9.2

8.7

4.7


material)






group

No Yes

22

Have you participated in following activities in past year - Humanitarian Issues (Online)


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65.9

77.2

83.8

86.1

90.8

91.4

34.1

22.8

16.2

13.9

9.2

8.6




I signed a pe;;on



No Yes

23

Have you participated in following activities in past year - Politics (Live)


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87.8

90.2

91.2

94.5

94.5

96.5

12.2

9.8

8.8

5.5

5.5

3.5


material)






group

No Yes

24

Have you participated in following activities in past year - Politics (Online)


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61.1

67.9

82.8

84.0

92.1

93.5

38.9

32.1

17.2

16.0

7.9

6.5



I signed a pe;;on




No Yes

25

Have you participated in following activities in past year - Problems in community (Live)


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85.9

88.0

89.0

94.1

94.3

94.8

14.1

12.0

11.0

5.9

5.7

5.2


material)






group

No Yes

26

Have you participated in following activities in past year - Problems in community (Online)


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60.3

68.6

88.1

89.7

94.3

95.2

39.7

31.4

11.9

10.3

5.7

4.8




I signed a pe;;on



No Yes

27

Have you participated in following activities in past year - Self - interest (Live)


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84.5

88.5

88.7

94.4

95.6

96.2

15.5

11.5

11.3

5.6

4.4

3.8


material)






group

No Yes

28

Have you participated in following activities in past year - Self - interest (Online)


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65.7

71.9

89.7

92.1

94.7

95.9

34.3

28.1

10.3

7.9

5.3

4.1



I signed a pe;;on




No Yes

29

Have you participated in following activities in past year - Animal rights (Live)


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Ipso

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80.3

84.4

85.5

90.3

90.9

96.1

19.7

15.6

14.5

9.7

9.1

3.9


material)






group

No Yes

30

Have you participated in following activities in past year - Animal rights (Online)


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9.2

15.4

19.9

22.3

28.8

42.4

44.0

37.1

81.1

71.9

59.0

57.3

40.6

40.0

38.7

37.2

If everyone would get involved, this world would be a beNer place.

Majority of people are mo;vated by personal interest alone.

I am op;mis;c about the future.

If there is a need, most people are willing to help others.

No maNer how hard one tries, one cannot influence important issues in the community/society one lives

Why would I try to help others, when everybody should be responsible for him/herself.

Only naďve people believe they can change the world.

I don't have ;me to fight for the issues important for the society

Do not agree ( 1 + 2 ) Agree ( 4 + 5 )

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How much do you agree with the following statements
