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Presentation of results from Ofcom's Media Literacy Audit at the Oxford Internet Surveys Workshop on 24 April 2012.
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Oxford Internet Surveys (OxIS) workshop
“Understanding Social Networking: motivations, use and impact”
24 April 2012
Agenda
2.30 Welcome James Thickett, Director of Research and Market Intelligence, Ofcom
2.35 Ofcom adults media use and attitudes reportAlison Preston, Ofcom
2.50 The Internet in Britain – Oxford Internet Survey 2011
Bill Dutton and Grant Blank, Oii
3.10 The Next Generation User
Bill Dutton and Grant Blank, Oii
3.30 Social Networking Sites
Grant Blank and Darja Leskove, Oii
3.50 Discussion
4.30 Close
2
Adults’ media use and attitudes
Alison Preston, Ofcom
4
Adults aged 16+
1823 in-home interviews
Sept-Oct 2011
Running since 2005
The Media Literacy Audit
5
TV
Radio
Take up
Internet
Games
Mobile/Smartphone
Privacy and security
Concerns
Understanding
Usage habits
Digital inclusion
We cover a spectrum of issues:
Age
Socio-economic group
Gender
(Urban/rural)
Types of internet user
(Nation)
62
82
54
11
82 85
62
23
89 91
71
35
91
74
45
95 92
79
49
91
Digital TV Internet** **(PC/ laptop based
access)
DVR
Growth across digital media since 2005
Mobile phone**Personal use
05 07 09 10 11 05 07 09 10 11 05 07 09 10 11 05 07 09 10 11
Smartphone 30 44
200
9
201
0
2011
90
49 51 49
19
91
6360
51
21
92
66 66
5448
28
92
72 70
6357
36
93
7067
61
53
27
7
Finding public services info
Looking at political /
campaign sites
News Banking and paying bills
Growth in internet use20
05
200
720
09
201
020
11
200
520
07
200
920
10
2011
200
520
07
200
920
10
2011
200
520
07
200
9
201
0
2011
Selected online activities ever carried out
Completing govt
processes
200
520
07
200
920
10
2011
22
33
4445
5448
59
8
Watching/ downloading TV programmes
Growth across some newer types of internet use
Selected online activities ever carried out
Social networking
2007 2009 2010 2011 2009 2010 2011
24
27
39
48
35
31
35
31
31
51
41
30
45
45
27
21
33
49
59
70
28
45+
35-44
25-34
16-24
2011
2010
2009
2007
More than once a day (Added in 2011) Once a day (2011) /Every day (2007-2010)Less often than daily
Increase in frequency of accessing social networking profile
6965
47
4035
29
17
6
7875
47
3532
19
10
75 75
4239
25
18
9 8
80
71
43 41
27
1712 1010
20
09
20
10
20
11
20
07
20
09
20
10
20
11
20
07
20
09
20
10
20
11
20
07
20
09
20
10
20
11
20
07
Talk to friends/ family
I see a lot
Talk to friends/ family I
rarely see
Look for old
friends/ people I’ve lost touch with
Look at other
people’s pages
without leaving a message
Talk to people
who are friends of
friends
Listen to music/ find out about bands
Talk to people I
don’t know
Look at campaigns
and petitions
20
09
20
10
20
11
20
07
20
09
20
10
20
11
20
07
20
09
20
10
20
11
20
07
20
09
20
10
20
11
20
07
3
3
10
10
9
11
11
9
15
17
13
23
28
21
17
23
17
53
60
61
57
62
67
58
64
67
9
7
9
2
0
1
17
12
13
5
1
1
2
2
2
1
1
4
45+
16-24
Total
45+
16-24
Total
45+
16-24
Total
Anyone Friends plus friends of friends Friends only Can't be seen/ totally private Don't have this on page Don't know
11
Willingness to share personal information on social networking profile
Your personal information - such as your relationship status, date of birth, home town, and so on
Photographs that you have posted on the site
Your contact details - such as your email address, home address, telephone number, and so on
Summary
• Substantial growth in use of the internet, and latterly with smartphones
• Types of use less subject to significant change, with some exceptions for newer activities
• Take-up of social networking has increased considerably, and frequency of use as well
• One in 4 are not keeping personal information private
12
Questions?
report materials available atwww.ofcom.org.uk/medialiteracyresearch
13