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Alison Preston from Ofcom on measuring digital participation
 

Alison Preston from Ofcom on measuring digital participation

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Presentation given at the 'Measuring Digital Participation' seminar at Birmingham City University on 19th July 2010

Presentation given at the 'Measuring Digital Participation' seminar at Birmingham City University on 19th July 2010

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    Alison Preston from Ofcom on measuring digital participation Alison Preston from Ofcom on measuring digital participation Presentation Transcript

    • Measuring Digital Participation
      Alison Preston, senior research associate, Ofcom
      19 July 2010
    • 1
      Contents
      • Section 1 – What to measure
      • Section 2 – How to measure
      • Section 3 – Findings
    • What to measure?
      The Digital Britain report stated that the following metrics were critical for the evaluation of activity to promote digital participation:
      Reach: access; number of households online, and numbers using the Internet outside the home;
      Breadth of engagement: modes of usage and consumption (communication, retail, content consumed, public services used);
      Depth of engagement: user contributions, comments, joining networks, user generated content, self publishing, content creation, photos uploaded and shared, etc; and
      Social and economic impact: particularly the impact on economic recovery and benefits for disadvantaged groups and communities
      We added another:
      Appetite: levels of interest among non-users for different types of internet activity, degree to which they find the internet an attractive proposition; reasons not to get it
      2
    • 3
      Contents
      • Section 1 – What to measure
      • Section 2 – How to measure
      • Section 3 – Findings
    • How to measure?
      Key needs
      Information about sub-groups
      Track trends over time
      Two existing Ofcom surveys
      ‘Tech Tracker’
      Media Literacy Tracker
      4
    • Media Literacy Tracker 2009
      5
      1824
      373
      128
      Internet users aged 65+
      Aged 65+
      Sample size
    • Tech Tracker Q1 2010
      6
      9698
      2220
      776
      Internet users aged 65+
      Aged 65+
      Sample size
    • 7
      Contents
      • Section 1 – What to measure
      • Section 2 – How to measure
      • Section 3 – Findings
    • Reach
      Who uses the internet
      Where do they use it
      How do they access it
      8
    • 9
      Internet use – Q1 2010
      % of UK population aged 16+ who ever use the internet, anywhere
      Source: Ofcom Tech Tracker Q1 2010, all UK adults 9698
    • Where the internet is used (1) – all UK adults – Q1 2010
      Total ever use = 77%
      Proxy use
      10
      Don’t use
      5%
      18%
      Home and elsewhere
      35%
      6%
      Elsewhere only
      35%
      Home only
      Source: Ofcom Tech Tracker Q1 2010 all UK adults 9698
    • 11
      Where the internet is used (2)
      Source: Ofcom Tech Tracker Q1 2010 all UK adults 9698
    • Breadth
      Proxy for levels of interest, engagement and fluency
      Range of types of activity
      12
    • 13
      Who’s doing what online ...
      IN13/14 – Could you please tell me from this list the types of things you currently do using the internet, and how often you do each? (Prompted responses, multi-coded)
      Base: All adults aged 16+ who use the internet at home or elsewhere (1723 in 2007, 1282 in 2009, 225 aged 16-24, 235 aged 25-34, 313 aged 35-44, 213 aged 45-54, 168 aged 55-64, 128 aged 65+, 615 Male, 667 Female341 AB, 417 C1, 232 C2, 290 DE). Significance testing shows any change between 2007 and 2009, between any age group and all adults aged 16+, between males and females, between any socio-economic group and all adults aged 16+.
      *NB The activities within the ‘Transactions’ category were amended between 2007 and 2009. Two activities from 2007 (Buying and selling on auction sites – EBay, QXL, etc.’ and ‘Buying things online’ were combined into one 2009 activity in 2009 ‘Buying and selling things online’)
      Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May and September to October 2009
    • 14
      Breadth of use
      Internet users carrying out 11-17 types of activity
      Source: Ofcom Tech Tracker Q1 2010 all UK home internet users = 6530
    • 15
      Three in ten internet users don’t visit new sites
      IN12 – In most weeks when you use the internet, would you say that you… (Prompted responses, single coded)
      Base: All adults aged 16+ who use the internet at home or elsewhere (1723 aged 16+ in 2007, 1282 aged 16+ in 2009, 225 aged 16-24, 235 aged 25-34, 313 aged 35-44, 213 aged 45-54, 168 aged 55-64, 128 aged 65+). Significance testing shows any differences between any age group and all adults aged 16
      Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May and September to October 2009
    • Depth
      User contributions and content creation
      Protection and privacy
      Understanding content
      16
    • Experience of – and interest in – content creation
      Uploaded photos to a website
      Set up your own social networking page or profile
      Contributed comments to someone else’s weblog or blog
      Signed an online petition
      Set up your own website
      Set up your own weblog/ blog
      Contributed to a collaborative website such as Wikipedia
      Made a short video and uploaded it to a website
      Contacted a local councillor or MP
      online
      IN23A-I – I’m going to read out a number of things people might do online. Please tell me for each one I read out if you’ve done it, or you’d be interested in doing it, or not interested. (prompted responses, single coded)
      Base: All who use the internet at home or elsewhere (1723 in 2007,1282 in 2009). Significance testing shows any change between 2007 and 2009
      Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May and September to October 2009
      17
    • A majority of users understand search engine norms –
      but confusion and indifference are considerable
      NIN46 – When you use a search engine to find information, you enter a query in the search box and the search engine will then show some links to websites in the results pages. Which one of these is closest to your opinion about the level of accuracy or bias of the information detailed in the websites that appear in the results pages? (Prompted responses, single coded)
      Base: All adults aged 16+ who mostly use search engines to look for information on the internet (407 aged 16+, 252 aged 16-44, 155 aged 45+, 201 male, 206 female, 251 ABC1, 155 C2DE). Significance testing shows any between adults aged under 45 and aged 45 and over, between males and females, between those in ABC1 and C2DE socio-economic groups
      Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2009
      18
      18
    • People remain reticent about entering personal details
      online …
      Entering your home address details
      Paying by entering your credit card details
      Entering your home phone number
      IN36A-F – I’m going to read out some types of information you could be asked to enter when you’re on the internet, and for each one I’d like you to say how you would feel about doing this in terms of any security concerns. (prompted responses, single coded)
      Base: Adults aged 16+ who use the internet at home or elsewhere (1468 in 2005, 1723 in 2007, 1282 in 2009). Significance testing shows any change between 2007 and 2009
      Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May and September to October 2009
      19
    • … and there is little change in how people make
      judgements about the trustworthiness of such websites
      Professional signs
      (e.g. padlock, system messages)
      Personal instinct
      (e.g. company I’ve heard of, looks professional)
      Peer signs
      (e.g. peer review, recommendation from friends)
      Would not trust any site
      Would not make a judgement
      2007
      2009
      2005
      2007
      2009
      2005
      2007
      2009
      2005
      2007
      2009
      2005
      2007
      2009
      2005
      IN37 – Could you tell me whether you would make a judgement about a website before entering these types of details? (credit/ debit card details, home/ mobile number, home/ e-mail address) How would you judge whether a website is secure? (unprompted responses, multi-coded)
      Base: Adults aged 16+ who use the internet at home or elsewhere (1468 in 2005, 1723 in 2007, 1282 in 2009).
      Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May and September to October 2009
      20
    • Social and economic impact
      Extent to which being online leads to more social contact
      Extent of transacting and perceptions of savings made
      21
    • 22
      Claimed impact of using the internet on the volume of contact with others in 2009
      NIN47A-D/ NIN48A-B – Thinking about the contact you have with other people… Has using the internet increased or decreased your contact with the following groups of friends and family, or has your contact remained the same?/ And has using the internet increased or decreased your contact with the following groups of people, or has your contact remained the same? (Prompted responses, single coded)
      Base: All who use the internet at home or elsewhere (702 aged 16+)
      Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2009
      22
    • 23
      Perceived extent to which savings have been made by internet users in the last six months
      NIN43A/ NIN43BA-E – Now, thinking about possible savings you might make by going on the internet... In the last six months, would you say you have saved money by doing any of these?/ Which of these best describes the savings you have made in the last six months by [ACTION AT NIN34A]? (Prompted responses, single coded)
      Base: All who use the internet at home or elsewhere (702 aged 16+)
      Source: Ofcom research, fieldwork carried out by SavilleRossiter-Base in September to October 2009
      23
    • Appetite
      Interest among non-users
      Likelihood of getting the internet
      Reasons for not getting the internet
      24
    • Interest in using internet functions among non-users
      Transfer photos from a digital camera or mobile phone to a computer
      Use e-mail to contact friends and relatives
      Buy things over the internet
      Find out about local services such as cinemas and restaurants
      Install security features like a firewall, anti-spy or antivirus software
      Find out information from your local government or local council such as health services, recycling, local libraries
      Install software on a computer which can control or block access to certain websites
      Complete government processes online (e.g. register for tax credits, renew driving licence, car tax or passport, complete tax return)
      IN9A-M –I’m going to read out some different types of tasks associated with the internet, PCs or laptops, and for each one please say which of the options on the card applies to you. (Prompted responses, single coded)
      Base: Adults aged 16+ who do not use the internet at home or elsewhere (542)
      Source: Ofcom research, fieldwork carried out by SavilleRossiter-Base in April to May and September to October 2009
      25
    • 26
      ‘Main’ reasons for not having the internet at home
      % reasons given by people with no intention to get the internet at home in next 12 months
      Source: Ofcom Tech Tracker Q1 2010
    • Thank you!alison.preston@ofcom.org.uk
      27