Snack Culture?
The digital diet of University students

University students
and digital media
a quali-quantitative research to analyse and
monitor university students' medial diet

University students
and digital media
The research aims at:
๏ studying the degree of familiarity of university
students with new digital technologies
๏ monitoring consumption styles of cultural
products and contents

University students
and digital media
๏ verifying the frequency and the ways of
connections to the Internet
๏ analisying the degree of knowledge and utilisation
of Web 2.0 platforms and instruments

Methodology
๏ Frequency analysis

Methodology
๏ Frequency analysis
๏ Cluster Analisys

Methodology
๏ Frequency analysis
๏ Cluster Analisys
๏ Focus Group

Methodology
๏ Frequency analysis
๏ Cluster Analisys
๏ Focus Group
๏ In depth interviews

21054
undergraduate students

for a final sample of
1186 students

Qualitative
analysis
๏ 2 focus groups with experts
๏ 2 focus groups with students
๏ 1 focus group with parents
๏ 4 in-depth interviews

How many hours do you watch TV in a week?
Never
Lees than 1 hour
Between 1 and 5 hours
Between 5 and 10 hours
Between 10 and 15 hours
Between 15 and 20 hours
More than 20 hours

How many hours do you listen to the radio in a week?
Never
Less than 1 hour
Between 1 and 5 hours
Between 5 and 10 hours
Between 10 and 15 hours
Between 15 and 20 hours
More than 20 hours

How many books do you read in a year?
None
Less than 5
Less than 10
More than 10

Do you use a computer on a regular basis?
Yes
No

How many hours do you connect to the Internet
in a week?
Less than 1 hour
Between 1 and 5 hours
Between 5 and 10 hours
Between 10 and 15 hours
Between 15 and 20 hours
More than 20 hours
Never

Do your parents use Internet?
Never
Seldom
Sometimes during the week
Every day

Which type of connection do you use?
Telephone line
Broadband
UMTS
Doesn’t know/doesn’t answer

Which type of connection do you use?
Telephone line
Broadband
UMTS
Doesn’t know/doesn’t answer
At home
Where?
In university
At my parents/my friends home
In public places
In other places

Do you read printed newspapers?
Do you read on line newspapers?
Everyday
Sometimes during the week
Seldom
Never

Do you have a personal blog?
Yes
No
Doesn’t know/doesn’t answer

Do you have a personal blog?
Yes
No
Doesn’t know/doesn’t answer
Do you read others' blog?

Do you use instant messaging and chat?
Everyday
Sometimes during the week
Seldom
Never
Doesn’t know/doesn’t answer

3 typologies of
users
Production of new contents
Inter@ctiv
ated
30,1%
Neo-
Analogica
l
22,4% lM ass
Digita
47,5%
Degree of utilisation of digital media

Activity on MySpace, Wikipedia, Youtube and social
network platforms
Production of new contents
Inter@cti
va
ted
Neo-
Analogica
l
22,4% Digita
lM ass
47,5%
Degree of utilisation of digital media

Activity on MySpace, Wikipedia, Youtube and social
network platforms
Myspace
Inter@ctivated 93,2%
Production of new contents
Inter@cti
va
ted Neo-Analogical 8%
Neo-
Analogica
Digital Mass 1,1%
l
22,4% Digita
lM ass
47,5%
Degree of utilisation of digital media

Activity on MySpace, Wikipedia, Youtube and social
network platforms
Wikipedia
Inter@ctivated 23,8%
Production of new contents
Inter@cti
va
ted Neo-Analogical 12,7%
Neo-
Analogica
Digital Mass 5,3%
l
22,4% Digita
lM ass
47,5%
Degree of utilisation of digital media

Activity on MySpace, Wikipedia, Youtube and social
network platforms
YouTube
Inter@ctivated 45%
Production of new contents
Inter@cti
va
ted Neo-Analogical 16%
Neo-
Analogica
Digital Mass 9,3%
l
22,4% Digita
lM ass
47,5%
Degree of utilisation of digital media

Activity on MySpace, Wikipedia, Youtube and social
network platforms
Facebook & co.
Inter@ctivated 83,9%
Production of new contents
Inter@cti
va
ted Neo-Analogical 17,4%
Neo-
Analogica
Digital Mass 19,5%
l
22,4% Digita
lM ass
47,5%
Degree of utilisation of digital media

What is the self perception of users?
Production of new contents
Inter@cti
va
ted
Neo-
Analogica
l
22,4% Digita
lM ass
47,5%
Degree of utilisation of digital media

What is the self perception of users?
Production of new contents
Inter@cti
va
Expert
ted users
Neo- Basic
Analogica
l users
22,4% Digita
lM ass
47,5%
Beginners
Degree of utilisation of digital media

Instant messaging use
Production of new contents
Inter@cti
va
ted
Neo-
Analogica
l
22,4% Digita
lM ass
47,5%
Degree of utilisation of digital media

Instant messaging use
Production of new contents
Inter@cti
va
ted
Neo-
AnalSo ica
ogm l
Everyday
22,4%etim Digita
lM ass
es 47,5%
Never
Degree of utilisation of digital media

The social
appropriation of
technology
Insights on key topics

Mind the gap
The intergenerational digital divide

Do you parents use Internet?
Never
Seldom
Sometimes during the week
Everyday

๏ My motheryou parentsme: "I Internet?
Do always asks use have to connect to the
Internet, just to download a thing from the home
page of the school, can you look a moment after
me?" Because she still is not self-confident in what
she's doing
๏ My father experience has been quite shocking.
Because he was not used to work with the computer.
Never
He did not use the PC at home. He really made
nothing out week He didn't have any idea about what
Seldom
Sometimes during the
if it.
Everyday an e-mail. He never wrote at all.
was

How many hours do you connect to the Internet in a
week?
Less than 1 hour
Between 1 and 5 hours
Between 5 and 10 hours
Between 10 and 15 hours
Between 15 and 20 hours
More than 20 hours
Never

How many hours do you connect to the Internet in a
week?
๏ “I think that my all life could be easily
confined within a 4x4 square meter room,
with a bed, a WC, a little kitchen and a
computer… I wouldn’t need anything else”.
Less than 1 hour
Between 1 and 5 hours
Between 5 and 10 hours
Between 10 and 15 hours
Between 15 and 20 hours
More than 20 hours
Never

Digital Natives

Digital Immigrants

Do you write e-mail?
Everyday
Sometimes during the week
Sometimes during the month
Do you use instant messaging
services?
Everyday
Sometimes during the week
Seldom
Never

Do you write e-mail?
Everyday
๏ the student - I spend my all day on during theis easy
Sometimes
msn. It week
to use, you can communicate in realduring the month
Sometimes time. It is just
like the way the two of us are talking right now.
๏ the parent - I use the e-mail, my son uses msn
Do youthe expert - Messenger is becoming, especially in
๏ use instant messaging
services?
Europe, one of the main activity aggregator
Everyday
Sometimes during the week
Seldom
Never

From Gutenberg to the
web and back
New consumption styles and
their consequences for publishing industry

- books + web
How many books do you read in How many hours do you
a year? connect to the Internet in a
week?
None
Less than 5
Less than 10
More than 10

- books + web
How many๏ the student -readbooks, How many hours do you
books do you No in no comics... I
adidn't read at all. I never liked to the Internet in a
year? connect
reading.
Never. Except from the last years, but even
week?
now, not considering the University
textbooks, I don't read so much. Because,
you know ... I don't have enough time and I
prefer to do other things, such using
Internet, or going out, maybe...
None
Less than 5
Less than 10
More than 10

- books + web
How many books do you read in How many hours do you
๏ the student - The last thing I do before going to sleep is
a year? the first thing I do when the Internet in a
turning off the pc, connect to I wake up is
turning it on week?
๏ the student - “I think that my all life could be easily confined
within a 4x4 square meter room, with a bed, a WC, a little
kitchen and a computer… I wouldn’t need anything else”.
None
Less than 5
Less than 10
More than 10

Credits
Ricerca condotta da NuMedia Bios - Osservatorio Nuovi
Media Università di Milano Bicocca
Paolo Ferri Francesca Scenini
Elisabetta Costa Stefano Mizzella
Andrea Pozzali Nicola Cavalli
Andrea Mangiatordi

PhotoCredits
Dhammza - “Kicking Television”
Sd - “Autorretrato”
Bricolage.108 - “Live transmission”
Javier_Pico - “Books_02” Centrax - “iRex iLiad”
Trevira - “1950s family watching tv”
TransCam - “Internet”
Goldenticket - “Banksy L.A. Show”
Shadphotos - “Snake-cable RJ-45”
Pensiero - “Italian love”
Ricoeurian - “Sara Lloyd”
Chesi-Fotos CC - “rss-icon_256”
Tsunnamiifx - “MSN Buddies” Kate.West - “Mailbox Art”
Laughing Squid - “Justine as Justin.tv”
Peskymac - “She is too fond of books”
Heart_hacker2k6 - “42-16176486”
Anne Helmond - “Zero Comments Book Presentation”
Alcides1356 - “Retrato de Alvin Toffler”

Keynote realizzato da
Andrea Mangiatordi e Stefano Mizzella

http://numediabios.eu