Cultures socitm-2013

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Presentation on Cultures of the Internet for socitm, a seminar at the Business Design Centre, Islington, London, 10 December 2013.

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Cultures socitm-2013

  1. 1. Cultures of the Internet The Internet in Britain 2013 Bill Dutton Professor of Internet Studies Oxford Internet Institute University of Oxford and Balliol College Presentation forSocitm Seminar at Business Design Centre, Islington, London, Socitm 2013 Conference, 10 December 2013.
  2. 2. Oxford Internet Surveys • • • • • • • 2003, 2005, 2007, 2009, 2011, 2013 Cross-sectional Surveys versus Panels Multi-Stage Probability Sample England, Scotland & Wales Respondents: 14 years and older Face-to-face Interviews, High Response Rates Sponsorship for 2013 from the Nominet Trust, Ofcom, UK Research Councils, dot.rural • Component of World Internet Project (WIP)
  3. 3. Highlights of OxIS 2013 Report Digital Divides • 78 percent online • Progress for lower income, less educated, retired and disabled groups Key Trends • Continued Rise of Next Generation Users • Social Networking Hitting a Plateau at 60% Five Cultures • Distinctive but not Simple Profiles • Strong Links to Attitudes, Uses & Impacts
  4. 4. Figure 1: Next Generation Users: 2007-2013 All users Next gen user First gen user Ex-user Non-user 100 80 73 78 67 60 59 54 52 40 40 32 35 28 13 2005 23 5 20 06 2003 26 5 3 2011 2013 2007 2009 OxIS 2003 N=2,029; 2005 N=2,185; 2007 N=2,350; 2009 N=2,013; 2011 N=2,057; 2013 N=2,657 18
  5. 5. Figure 6: Next Generation Users by Age Next generation users First generation users 100 87 79 80 83 63 60 37 40 21 20 13 0 14-17 18-24 25-34 16 35-44 45-54 Age OxIS current users: 2013 N=2,083 55-64 65-74 75+
  6. 6. Figure 4: Next Generation Users by Income Next generation users First generation users 100 91 9 80 93 7 70 60 57 40 43 30 20 <£ 0 00 2 ,5 1 2,5 £1 0 ,00 £20 £ 20£ 0 ,00 30 0 0 0 0 0 ,00 ,00 ,00 ,00 ,00 0 0 0 0 0 -£5 -£7 -£6 -£8 -£4 £30 £40 £50 £60 £70 Yearly household income OxIS current users: 2013 N=2,083
  7. 7. Social Networking Question QC8. Now I’d like you to think about the different things people do online. How often do you go online for the following purposes? [READ OUT EACH STATEMENT. CODE ONE PER ROW] “Check or update your profile on a social network site such as Facebook, LinkedIn or Twitter” Several times a day, Daily, Weekly, Monthly, Less than monthly, Never, DK
  8. 8. The Idea of Cultures of the Internet Hobbyists Hackers Homesteaders Cyber-culture Digital Natives
  9. 9. Five Cultures E-Mersives Techno-pragmatists Cyber-savvy Cyber-moderates Adigitals
  10. 10. Emersives (12%) Attitudes? • Comfortable • Escape • Place to Meet • Get things done • Under control Who? • Young • Urban • Positive about technology Use? • Entertainment • Content production • Next generation users
  11. 11. Techno-Pragmatists (17%) Attitudes? Who? • Time saver • Make life easier • Not an escape or place to pass time • Under control • Middle-aged • Employed • Manager or professional • Well to do Use? • News • Travel • Health • Settle arguments
  12. 12. Cyber-Savvy (19%) – ‘Streetwise’ Attitudes? Who? • Enjoy being online • Pass time • Get things done, BUT • Risks: time, privacy • Younger • Blue collar • Deep rural Use? • Entertainment • Gambling • Sell online • Post
  13. 13. Cyber-Moderates (37%) Attitudes? Who? • Neither taken by benefits or risks • Blasé • Moderate views • Older • Retired • Middle income Use? • eGovernment services • Civic activities
  14. 14. Adigitals (14%) Attitudes? Who? Use? • Don’t enjoy being on • Not a way to save time • Frustrated • Immoral • Out of control • 45 + • Manager or professional • Lower income • Retired • Urban • First generation users • Low use, BUT • Gov’t services • Info about politicians • Civic activities
  15. 15. Figure 6: Next Generation Users by Internet Cultures Next generation users First generation users 100 86 79 80 75 69 60 53 47 40 31 21 20 25 14 0 e-Mersed Pragmatists OxIS current users: 2013 N=2,083 Cyber-savvy Moderates Adigital
  16. 16. Cultures of the Internet The Internet in Britain 2013 Bill Dutton Professor of Internet Studies Oxford Internet Institute University of Oxford and Balliol College Presentation forSocitm Seminar at Business Design Centre, Islington, London, Socitm 2013 Conference, 10 December 2013.

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