Media Use in the Age of „Web 2.0“

Study Objectives and Design The Two Dimensions of „Web 2.0“ „ Web 2.0“ in Numbers Typology of „Web 2.0“ Users Impact of „Web 2.0“ on General Media Use Synopsis

Study Objectives and Design

The Two Dimensions of „Web 2.0“

„ Web 2.0“ in Numbers

Typology of „Web 2.0“ Users

Impact of „Web 2.0“ on General Media Use

Synopsis Study Objectives and Design The Two Dimensions of „Web 2.0“ „ Web 2.0“ in Numbers Typology of „Web 2.0“ Users Impact of „Web 2.0“ on General Media Use

Study Objectives and Design

The Two Dimensions of „Web 2.0“

„ Web 2.0“ in Numbers

Typology of „Web 2.0“ Users

Impact of „Web 2.0“ on General Media Use

Sample phase 1: interviews of experts - „A-List-Blogger“ and „A-List-Podcaster“ phase 2 and 3: focus groups and online survey with private „Web 2.0“ users - regular use of „Web 2.0“ applications in a private context: photo and video community, social networking sites, blogs, podcasts, wikis - focus on use of media: e-commerce sites like Ebay are not explicitly included active/passive participation - passive participation: participating more than two times a week - active participation: participating more than two times a week  posting own entries more than ones in a month  commenting more than five times in a month

phase 1: interviews of experts

- „A-List-Blogger“ and „A-List-Podcaster“

phase 2 and 3: focus groups and online survey

with private „Web 2.0“ users

- regular use of „Web 2.0“ applications in a private context:

photo and video community, social networking sites,

blogs, podcasts, wikis

- focus on use of media: e-commerce sites like Ebay are not

explicitly included

active/passive participation

- passive participation: participating more than two times a week

- active participation: participating more than two times a week

 posting own entries more than ones in a month

 commenting more than five times in a month

Design phase 1: interviews of experts - interviews (n=9) with „A-List-Blogger“ and podcaster in Berlin, Heidelberg, Walldorf and Munich phase 2: focus groups - 12 focus groups (n=72) with „Web 2.0“ users participate in six predefined application types, active and passive; in Mannheim and in Cologne phase 3: online survey - online survey (n=501) among „Web 2.0“ users of the six application types

phase 1: interviews of experts

- interviews (n=9) with „A-List-Blogger“ and podcaster in

Berlin, Heidelberg, Walldorf and Munich

phase 2: focus groups

- 12 focus groups (n=72) with „Web 2.0“ users participate in six

predefined application types, active and passive;

in Mannheim and in Cologne

phase 3: online survey

- online survey (n=501) among „Web 2.0“ users

of the six application types

Synopsis Study Objectives and Design The Two Dimensions of „Web 2.0“ „ Web 2.0“ in Numbers Typology of „Web 2.0“ Users Impact of „Web 2.0“ on General Media Use

Study Objectives and Design

The Two Dimensions of „Web 2.0“

„ Web 2.0“ in Numbers

Typology of „Web 2.0“ Users

Impact of „Web 2.0“ on General Media Use

Two Dimensions of Web Use ...

... As a Definition of „Web 2.0“

Synopsis Study Objectives and Design The Two Dimensions of „Web 2.0“ „ Web 2.0“ in Numbers Typology of „Web 2.0“ Users Impact of „Web 2.0“ on General Media Use

Study Objectives and Design

The Two Dimensions of „Web 2.0“

„ Web 2.0“ in Numbers

Typology of „Web 2.0“ Users

Impact of „Web 2.0“ on General Media Use

„ Web 2.0“ in Numbers

„ Web 2.0“ in Numbers

Synopsis Study Objectives and Design The Two Dimensions of „Web 2.0“ „ Web 2.0“ in Numbers Typology of „Web 2.0“ Users Impact of „Web 2.0“ on General Media Use

Study Objectives and Design

The Two Dimensions of „Web 2.0“

„ Web 2.0“ in Numbers

Typology of „Web 2.0“ Users

Impact of „Web 2.0“ on General Media Use

Typology of „Web 2.0“ Users producer - primarily wants to publish - content is largely congruent with classical media content examples - opinion blogs - podcasts - musicians - photographers etc.

producer

- primarily wants to publish

- content is largely congruent

with classical media

content

examples

- opinion blogs

- podcasts

- musicians

- photographers etc.

Typology of „Web 2.0“ Users self-promoter - wants to represent him- or herself examples - weblog/online diary

self-promoter

- wants to represent

him- or herself

examples

- weblog/online diary

Typology of „Web 2.0“ Users special interest expert - primarily wants to publish of or communicate about a special interest, i.e. hobby broad spectrum of subjects examples - mountainbiker‘s trail videos on YouTube - firemen, distributing YouTube videos on blogs - allergic person writing for a cooking blog

special interest expert

- primarily wants to publish

of or communicate about

a special interest, i.e.

hobby broad spectrum of

subjects

examples

- mountainbiker‘s trail videos

on YouTube

- firemen, distributing

YouTube videos on blogs

- allergic person writing for a

cooking blog

Typology of „Web 2.0“ Users distinguished user - Combines characteristics of „Producer“, „ Self-Promoter“, „ Networker“ and „ Special Interest Expert“ examples - „A-List-Blogger“

distinguished user

- Combines characteristics

of „Producer“,

„ Self-Promoter“,

„ Networker“ and

„ Special Interest Expert“

examples

- „A-List-Blogger“

Typology of „Web 2.0“ Users communicator - tight link between use of media and communication - communication because of, about and sometimes through the media examples - readers discussing blogs - posting and commenting on YouTube videos - media remixes/mash-ups

communicator

- tight link between use of

media and communication

- communication because of,

about and sometimes

through the media

examples

- readers discussing blogs

- posting and commenting

on YouTube videos

- media remixes/mash-ups

Typology of „Web 2.0“ Users information seeker - observing use of „Web 2.0“ applications, mainly for informational purposes examples - readers of Wikipedia - user reading but not commenting on a blog

information seeker

- observing use of „Web 2.0“

applications, mainly for

informational purposes

examples

- readers of Wikipedia

- user reading but not

commenting on a blog

Typology of „Web 2.0“ Users entertainment seeker - observing use of „Web 2.0“ applications, mainly for entertainment purposes examples - „YouTube-Audience“ user reading but not commenting on a blog

entertainment seeker

- observing use of „Web 2.0“

applications, mainly for

entertainment purposes

examples

- „YouTube-Audience“

user reading but not

commenting on a blog

Typology of „Web 2.0“ Users

Synopsis Study Objectives and Design The Two Dimensions of „Web 2.0“ „ Web 2.0“ in Numbers Typology of „Web 2.0“ Users Impact of „Web 2.0“ on General Media Use

Study Objectives and Design

The Two Dimensions of „Web 2.0“

„ Web 2.0“ in Numbers

Typology of „Web 2.0“ Users

Impact of „Web 2.0“ on General Media Use

Impact of „Web 2.0“ on General Media Use

Impact of „Web 2.0“ on General Media Use integration of media into the web communication, i.e. - forwarding - commenting - mash-ups/remixes - communication through media (video commentary, audio commentary etc.)

integration of media into the web communication, i.e.

- forwarding

- commenting

- mash-ups/remixes

- communication through

media (video commentary,

audio commentary etc.)

Contact result gmbh Subbelrather Straße 15 50823 Köln Germany Tel. +49 (0)221/952971-0 Fax +49 (0)221/952971-396 [email_address] www.result.de

result gmbh Subbelrather Straße 15 50823 Köln Germany Tel. +49 (0)221/952971-0 Fax +49 (0)221/952971-396 [email_address] www.result.de