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  • 1. Snack Culture? The digital diet of University students
  • 2. University students and digital media a quali-quantitative research to analyse and monitor university students' medial diet
  • 3. 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
  • 4. 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
  • 5. Methodology ๏ Frequency analysis
  • 6. Methodology ๏ Frequency analysis ๏ Cluster Analisys
  • 7. Methodology ๏ Frequency analysis ๏ Cluster Analisys ๏ Focus Group
  • 8. Methodology ๏ Frequency analysis ๏ Cluster Analisys ๏ Focus Group ๏ In depth interviews
  • 9. 21054 undergraduate students
  • 10. for a final sample of 1186 students
  • 11. Qualitative analysis ๏ 2 focus groups with experts ๏ 2 focus groups with students ๏ 1 focus group with parents ๏ 4 in-depth interviews
  • 12. 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
  • 13. 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
  • 14. How many books do you read in a year? None Less than 5 Less than 10 More than 10
  • 15. Do you use a computer on a regular basis? Yes No
  • 16. 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
  • 17. Do your parents use Internet? Never Seldom Sometimes during the week Every day
  • 18. Which type of connection do you use? Telephone line Broadband UMTS Doesn’t know/doesn’t answer
  • 19. 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
  • 20. Do you read printed newspapers? Do you read on line newspapers? Everyday Sometimes during the week Seldom Never
  • 21. Do you have a personal blog? Yes No Doesn’t know/doesn’t answer
  • 22. Do you have a personal blog? Yes No Doesn’t know/doesn’t answer Do you read others' blog?
  • 23. Do you use instant messaging and chat? Everyday Sometimes during the week Seldom Never Doesn’t know/doesn’t answer
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. 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
  • 33. 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
  • 34. The social appropriation of technology Insights on key topics
  • 35. Mind the gap The intergenerational digital divide
  • 36. Do you parents use Internet? Never Seldom Sometimes during the week Everyday
  • 37. ๏ 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
  • 38. 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
  • 39. 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
  • 40. Digital Natives
  • 41. Digital Immigrants
  • 42. 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
  • 43. 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
  • 44. From Gutenberg to the web and back New consumption styles and their consequences for publishing industry
  • 45. - 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
  • 46. - 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
  • 47. - 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
  • 48. 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
  • 49. 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”
  • 50. Keynote realizzato da Andrea Mangiatordi e Stefano Mizzella
  • 51. http://numediabios.eu