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Media Literacy Audit
Media Literacy Audit
Media Literacy Audit
Media Literacy Audit
Media Literacy Audit
Media Literacy Audit
Media Literacy Audit
Media Literacy Audit
Media Literacy Audit
Media Literacy Audit
Media Literacy Audit
Media Literacy Audit
Media Literacy Audit
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Media Literacy Audit

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Presentation of results from Ofcom's Media Literacy Audit at the Oxford Internet Surveys Workshop on 24 April 2012.

Presentation of results from Ofcom's Media Literacy Audit at the Oxford Internet Surveys Workshop on 24 April 2012.

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  • 1. Oxford Internet Surveys (OxIS) workshop“Understanding Social Networking:motivations, use and impact”24 April 2012
  • 2. Agenda2.30 Welcome James Thickett, Director of Research and Market Intelligence, Ofcom2.35 Ofcom adults media use and attitudes report Alison Preston, Ofcom2.50 The Internet in Britain – Oxford Internet Survey 2011 Bill Dutton and Grant Blank, Oii3.10 The Next Generation User Bill Dutton and Grant Blank, Oii3.30 Social Networking Sites Grant Blank and Darja Leskove, Oii3.50 Discussion4.30 Close 1
  • 3. Adults’ media use and attitudesAlison Preston, Ofcom
  • 4. The Media Literacy Audit Adults aged 16+ 1823 in-home interviews Sept-Oct 2011 Running since 2005 3
  • 5. We cover a spectrum of issues: TV Take up Age Radio Usage habits Socio-economic group Internet Concerns Gender Mobile/Smartphone Understanding Types of internet user Games Privacy and security (Urban/rural) Digital inclusion (Nation) 4
  • 6. Growth across digital media since 2005 Digital TV Mobile phone* Internet** DVR *Personal use **(PC/ laptop based access) Smartphone 30 44 95 91 91 92 89 91 82 82 85 79 71 7462 62 54 45 49 35 23 1105 07 09 10 11 05 07 09 10 11 05 07 09 10 11 05 07 09 10 11
  • 7. Growth in internet use Selected online activities ever carried out Email Finding public News Banking and Completing Looking at services info paying bills govt political / processes campaign sites 9390 91 92 92 72 70 70 66 66 67 63 63 61 60 57 54 53 49 51 49 51 48 36 28 27 19 21 2005 2007 2009 2010 2011 2005 2007 2009 2010 2005 2007 2009 2010 2005 2007 2009 2010 2005 2007 2009 2010 2011 2011 2011 2011 2009 2010 2011 6
  • 8. Growth across some newer types of internet use Selected online activities ever carried out Watching/ downloading TV Social networking programmes 59 54 48 45 44 33 22 2009 2010 2011 2007 2009 2010 2011 7
  • 9. Increase in frequency of accessing social networking profile More than once a day (Added in 2011) Once a day (2011) /Every day (2007-2010) Less often than daily 2007 30 70 2009 41 59 2010 51 49 2011 35 31 33 16-24 48 31 21 25-34 39 35 27 35-44 27 28 45 45+ 24 31 45
  • 10. Talk to Talk to Look for Look at Talk to Listen tofriends/ family friends/ old other people music/ I see a lot family I friends/ people’s who are find out Talk to Look at rarely see people pages friends of about people I campaigns I’ve lost without friends bands don’t know and touch leaving a petitions with message 78 80 75 75 75 69 71 65 47 47 42 43 40 3941 35 35 32 29 25 27 1918 17 17 10 9 12 10 8 10 6 2007 2009 2010 2011 2009 2007 2007 2009 2010 2007 2010 2007 2009 2010 2007 2009 2010 2007 2009 2010 2007 2009 2010 2009 2010 2011 2011 2011 2011 2011 2011 2011
  • 11. Willingness to share personal information on social networking profile Anyone Friends plus friends of friends Friends only Cant be seen/ totally private Dont have this on page Dont know Your personal information - such Total 9 17 67 21 as your relationship 16-24 11 23 64 1 status, date of birth, home 45+ 11 17 58 town, and so on Photographs that Total 9 21 67 11 1 you have posted on the site 16-24 10 28 62 0 45+ 10 23 57 2 5 2 Your contact details - such as Total 3 13 61 9 13 your email address, home 16-24 4 17 60 7 12 address, telephon e number, and so on 45+ 3 15 53 9 17 2 10
  • 12. 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 11
  • 13. Questions?report materials available atwww.ofcom.org.uk/medialiteracyresearchalison.preston@ofcom.org.uk 12

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