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Slideshare   convergence consumers and expectations about community standards 20 october 2011

Slideshare convergence consumers and expectations about community standards 20 october 2011






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    Slideshare   convergence consumers and expectations about community standards 20 october 2011 Slideshare convergence consumers and expectations about community standards 20 october 2011 Presentation Transcript

    • Convergence, consumers andexpectations about community standardsACMA Webinar – 20 October 2011
    • Webinar details> Chaired by Emma Rossi, ACMA> PowerPoint presentation through Webinar by Dean Martin> Audio available by teleconference (you will be on mute unless selected to ask a question)> Overview followed by questions with Lesley Osborne, Dean Martin and Margaret Cupitt> Questions to be indicated by putting up your hand in the Webinar facility – will be taken through the teleconference
    • Overview of study> Digital Australians examined the impact of the increasing use of digital media on attitudes and expectations about media content and how it is regulated> Conducted for the ACMA by GfK Bluemoon > 13 focus groups in metropolitan and regional areas across three states between 20 April and 11 May 2011 > Online survey of 1,250 Australians aged 18 years and over, utilising insights from the qualitative research. > Fieldwork completed between 8 and 22 July 2011
    • Objectives> Research designed to examine attitudes and expectations relevant to various social and cultural policy objectives> How these attitudes and expectations vary for different media content or platforms.> Three broad areas of inquiry: > How media are being used in an environment where technology is changing the use and consumption of media content > The impact of a converging media environment on adult Australians’ attitudes, concerns and expectations about media content issues (and their regulation) across different media platforms > The skills and confidence needed to access media content, and to deal with any perceived risks for themselves and their families
    • Media use> Australians’ media use is changing> Older Australians are more likely to be heavier users of broadcast media, while younger Australians use online media more> But use of traditional media like television and radio remains the most common for many
    • Television and video content viewing, offline and/or online, 2011 Offline only Both offline and online Online only None of these Video content online (via social networking and media 45% 55% sites, and peer-to-peer sites e.g. BitTorrent, Pirate Bay) Television content (free-to-air and subscription TV, catch-up TV 54% 15% 3 28% and IPTV) NET watched television and/or video content 31% 38% 12% 19%
    • NET television and video content viewed offline and/or online byage group, 2011 Offline only Both offline and online Online only None of these 18–29 years 15% 58% 17% 11% 30–44 years 29% 43% 12% 16% 45–54 years 39% 28% 11% 23% 55+ years 40% 27% 9% 24%
    • Online media activities by age, 2011 18–29 30–44 45–54 55+ Media activity (n=262) (n=353) (n=233) (n=402) % % % % Undertaken other social networking activities, (e.g. browsing 71 49 41 41 others’ profiles, staying in touch with friends) NET viewing online video content 68 50 34 32 Watched video content from the internet from sites 53 36 23 22 like YouTube Watched video content through a social media 45 25 20 14 website such as Facebook Watched video content from the internet from sites like BitTorrent or Pirate Bay or other peer-to-peer 26 15 7 6 networks Played games on the internet (online games) 41 31 25 25 Accessed the news through a social media website (e.g. 36 25 15 13 Facebook, Twitter, MySpace, Bebo – not YouTube). Watched catch-up TV over the internet (e.g. iView, Plus7, 31 17 13 11 FIXplay, etc)
    • News> More people now get news online than from a newspaper > TV news still the biggest news supplier to the Australian public (47 per cent said TV was their main source of news) > TV, radio and print combined was the main source of news for 68 per cent > Online was the main source for 23 per cent> Offline sources preferred by many because of habit, convenience and ease of use
    • Type of news website visited most, 2011 5% 8% Australian newspaper website Other Australian news website 37% International news website None of these 51% ‘Other’ includes AAP, NineMSN, Yahoo7, News.com.au, ABC News
    • Expectations about standards> Australians expect the news that they consume online will match the professional and journalistic standards of television, radio and newspapers> Australians’ expectations of content quality and professionalism seem independent of the platform used to deliver the content> As with expectations about community standards, brand is important for setting expectations
    • Attitudes towards accuracy and fairness of various newssources Total 18–29 30–44 45–54 55+ sample (n=262) (n=353) (n=233) (n=402) (n=1,250) % % % % % On the internet, Australian news organisations should take the time to check 79 74 76 81 84 the facts before publishing a news story Websites of Australian television broadcasters should have the same rules 77 70 75 79 83 about accuracy and fairness as their news items shown on television It is just as important to be able to make a clear distinction between advertising and 74 69 69 77 80 other content on the websites of Australian broadcasters as on radio and TV There should be some way for me to make a formal complaint about the accuracy of 65 63 64 69 66 online news content On the news on television, there should be warnings that prepare me for graphic photos 64 64 63 67 63 or video material On news organisations’ websites on the internet there should be warnings that 61 60 64 63 58 prepare me for graphic photos or video material
    • Rules and guidelines for community standards> Generally less concern about what is on TV than the internet > Less than half (44 per cent) had a concern about what is on television > 56 per cent had a concern about what was on the internet> Research participants were aware that content on the internet is not as fully regulated as traditional media> They werent sure how much online content could be regulated
    • Perceptions of content rules by medium, 2011 Don’t know, not sure No, there are none Yes there are rules and guidelines Content broadcast on free-to- 15% 6% 79% air television Content broadcast on the 20% 6% 74% radio Content on Pay TV (e.g. 39% 7% 54% Foxtel, Austar) Content available on the 46% 30% 24% internet
    • Importance of consumer information across media> Generally, participants expected online video content from traditional brands to meet similar community standards as broadcast content> Expectations appeared to be carried across from traditional platforms, and were associated with the brand
    • Perceived importance of consumer information across media Not at all important Not very important Somewhat important Quite important Very important Watching free-to-air television 9 15 28 28 20 Watching pay TV (e.g. Foxtel, Austar) 10 16 31 24 19 Watching TV programs and movies available on the internet 11 23 27 24 16Watching user-generated content (e.g. video clips) available on 10 21 31 21 17 the internet Playing online games available on the internet 11 22 32 20 15 0 20 40 % 60 80 100
    • Protection of children> Young people accessing inappropriate material was a concern to most, especially parents> Australians accept the role of parents as being central to cybersafety
    • Responsibility for preventing children from seeing too muchsex or violence on the internet Total sample 18 –29 30–44 45–54 55+ (n=1,250) (n=262) (n=353) (n=233) (n=402) % % % % % Parents 89 85 89 87 94 The industry/ content providers/ 50 49 49 56 47 broadcasters The government 39 41 42 42 33 Someone else 2 1 2 2 2 No one has 2 5 1 0 2 responsibility
    • Who is most responsible for preventing children from seeingtoo much sex or violence on the internet? Total sample 18–29 30–44 45–54 55+ (n=1,223) (n=250) (n=348) (n=232) (n=393) % % % % % Parents 80 73 81 77 85 The industry/ content providers/ 12 15 11 17 9 broadcasters The government 8 12 8 6 5 Someone else 0 0 0 0 0
    • Regulatory approaches> The consensus seemed to be that a mix of regulatory and other approaches is needed for online media> Views depended on a number of factors > Whether content was professional or user-generated > Whether it was associated with a recognised brand > Whether it was intended for a mass audience or a small group of like-minded users > When the protection of children was an issue > Whether regulation was practical
    • Attitudes to technology and online risks> Overall positive attitude to ongoing developments in media and communications> Advantages for younger generations of changes were clearly appreciated> Concerns about keeping pace with technology and being online> Safety of personal information online and privacy were common concerns
    • Confidence in ability to manage security of personal information 44% 26% 14% 10% 6% Not at all confident Not very confident Neither confident nor not Fairly confident Very confident confident
    • Skills or abilities online Australians would be interestedlearning more about, by age group Managing my personal information online Using the internet safely Asking a website to remove content that breaches your privacy None of these 32% 32%18–29 31% 44% 32% 29%30–44 30% 39% 44% 35%45–54 35% 33% 44% 44% 55+ 32% 30%
    • Conclusions> High levels of online news use by all age groups, and younger adults leading the take-up of online video > Broadcast television was the most common media activity reported in the online survey> While the internet was seen as a powerful way to interact, comment and share information and links, many online users were not using the full range of digital media available> Keeping up with technology a main concern for research participants, and lack of skills and confidence may inhibit wider use> Specific unease about privacy and security risks of being online, as well as some concerns about content> Expectations about media content and its regulation appeared to be shaped by long experience with broadcast television, radio and newspapers> Content type more important than delivery platform
    • Questions