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Cultures of the Internet 2014

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Presentation on the cultures of the Internet described in the 2013 Report of the Oxford Internet Survey (OxIS), focused on five clusters of users in Britain.

Presentation on the cultures of the Internet described in the 2013 Report of the Oxford Internet Survey (OxIS), focused on five clusters of users in Britain.


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  • 1. Cultures of the Internet The Internet in Britain 2013 Bill Dutton Professor of Internet Studies Oxford Internet Institute University of Oxford and Balliol College Part 1 of an OII Brown Bag Seminar at the OII, 22 January 2014.
  • 2. Oxford Internet Surveys • • • • • • • 2003, 2005, 2007, 2009, 2011, 2013 Cross-sectional Surveys versus Panels Multi-Stage Probability Sample England, Scotland & Wales Respondents: 14 years and older Face-to-face Interviews, High Response Rates Sponsorship for 2013 from the Nominet Trust, Ofcom, UK Research Councils, dot.rural • Component of World Internet Project (WIP)
  • 3. Highlights of OxIS 2013 Report Digital Divides • 78 percent online • Progress for lower income, less educated, retired and disabled groups Key Trends • Rise of Next Generation Users • Social Networking Hitting a Plateau Five Cultures • Distinctive but not Simple Profiles • Strong Links to Attitudes, Uses & Impacts
  • 4. Evolving Conceptionsof Cultures Hackers Homesteaders Hobbyists Cyber-culture, Digital Culture Digital Natives
  • 5. An Empirical Approach to Cultures • 14 items from OxIS focused on attitudes and beliefs about the Internet • Yielding four factors: – Enjoyable escape (helps pass time, enjoyable escape, don’t feel lonely, enjoy being online) – Instrumental efficiency (efficient, easier, saves time) – Problem-generator (personal information, frustrating, immoral material, takes too much time) – Social facilitator (find info about me, keep in touch, easier to meet people) • Group together in five clusters that were a good fit and interpretable (Media Lives Project at Ofcom)
  • 6. Five Cultures E-Mersives Techno-pragmatists Cyber-savvy Cyber-moderates Adigitals
  • 7. Emersives (12%) Attitudes? • Comfortable • Escape • Place to Meet • Get things done • Under control Who? • Young • Urban • Positive about technology Use? • Entertainment • Content production • Next generation users
  • 8. Techno-Pragmatists (17%) Attitudes? Who? • Time saver • Make life easier • Not an escape or place to pass time • Under control • Middle-aged • Employed • Manager or professional • Well to do Use? • News • Travel • Health • Settle arguments
  • 9. Cyber-Savvy (19%) – ‘Streetwise’ Attitudes? Who? • Enjoy being online • Pass time • Get things done, BUT • Risks: time, privacy • Younger • Blue collar • Deep rural Use? • Entertainment • Gambling • Sell online • Post
  • 10. Cyber-Moderates (37%) Attitudes? Who? • Neither taken by benefits or risks • Blasé • Moderate views • Older • Retired • Middle income Use? • eGovernment services • Civic activities
  • 11. Adigitals (14%) Attitudes? Who? Use? • Don’t enjoy being on • Not a way to save time • Frustrated • Immoral • Out of control • 45 + • Manager or professional • Lower income • Retired • Urban • First generation users • Low use, BUT • Gov’t services • Info about politicians • Civic activities
  • 12. Figure 6: Next Generation Users by Internet Cultures Next generation users First generation users 100 86 79 80 75 69 60 53 47 40 31 21 20 25 14 0 e-Mersed Pragmatists OxIS current users: 2013 N=2,083 Cyber-savvy Moderates Adigital
  • 13. Directions for Further Development Naming of Cultural Types Compare Overtime and Cross-nationally Develop Qualitative Complements
  • 14. OII Student Feedback - Anon.