The document summarizes findings from the 2013 Oxford Internet Survey conducted in Britain. Key findings include: - Continued rise in internet use overall but also persistent digital divides based on age, income, and education. Younger, wealthier, and more educated people are most likely to use the internet. - Rapid growth of mobile internet use and people accessing the internet using multiple devices, which defines "Next Generation Users." - Non-users of the internet and former users have become more homogeneous, with most non-users lacking interest and most former users also lacking interest or no longer having access. However, most non-users can access the internet through proxies like family or friends.

1. Grant Blank
Prepared for the Summer Doctoral Programme
16 July 2014
Cultures of the Internet
Oxford Internet Survey 2013

2. 1. Access
2. Use
• Skills required to benefit
3. Attitudes
• Orientations and expectations
• Promotes or limits Internet use
What does the “digital divide” mean?

3. • Random probability sample
• England, Scotland & Wales
• Waves: 2003, 2005, 2007, 2009, 2011, 2013
• About 2,000 respondents: 14 years and older
• Face-to-face Interviews
• High response rates
• Sponsorship for 2013 from the Nominet Trust,
Ofcom, dot.rural
• Component of World Internet Project (WIP)
Oxford Internet Surveys

4. Evolving Ideas of Online Culture
Hackers
Homesteaders
Hobbyists
Cyber-culture, Digital Culture
Digital Natives

5. An Empirical Approach to Cultures
• 14 items from OxIS focused on attitudes and beliefs
about the Internet
• Yielding four factors:
– Enjoyable escape (helps pass time, enjoyable escape, don’t
feel lonely, enjoy being online)
– Instrumental efficiency (efficient, easier, saves time)
– Social facilitator (find info about me, keep in touch, easier to
meet people)
– Problem-generator (personal information, frustrating,
immoral material, takes too much time)
• Group together in five clusters that were a good fit and
interpretable

6. Five Cultures
E-Mersives
Techno-pragmatists
Cyber-savvy
Cyber-moderates
Adigitals

7. Emersives (12%)
Attitudes?
• Comfortable
• Escape
• Place to
Meet
• Get things
done
• Under
control
Who?
• Young
• Urban
• Positive
about
technology
Use?
• Entertain-
ment
• Content
production
• Next
generation
users

8. Techno-Pragmatists (17%)
Attitudes?
• Time saver
• Make life
easier
• Not an
escape or
place to
pass time
• Under
control
Who?
• Middle-aged
• Employed
• Manager or
professional
• Well to do
Use?
• News
• Travel
• Health
• Settle
arguments

9. Cyber-Savvy (19%) – ‘Streetwise’
Attitudes?
• Enjoy
being
online
• Pass time
• Get things
done, BUT
• Risks: time,
privacy
Who?
• Younger
• Blue collar
• Deep rural
Use?
• Entertain-
ment
• Gambling
• Sell online
• Post

10. Cyber-Moderates (37%)
Attitudes?
• Neither
taken by
benefits
or risks
• Blasé
• Moderate
views
Who?
• Older
• Retired
• Middle
income
Use?
• eGovt.
services
• Civic
activities

11. Adigitals (14%)
Attitudes?
• Don’t enjoy
being on
• Not a way to
save time
• Frustrated
• Immoral
• Out of control
Who?
• 45 +
• Manager or
professional
• Lower income
• Retired
• Urban
Use?
• First
generation
users
• Low use, BUT
• Gov’t services
• Info about
politicians
• Civic activities

12. 12
17
19
37
14
0
20
40
60
80
100
e-Mersed Pragmatists Cyber-savvy Moderates Adigital
OxIS current users: 2013 N=2,083
Figure 1: Internet Cultures in 2013

13. 93 93
83
72
65
84
80
77
58 57
40 39
66
45
50
39
30
56
38
23 21 20
43
33 33
4 4
22
18 19
0
20
40
60
80
100
Technology
makes
things
better
Leave
mobile phone
turned on
in bed
PCs and
Internet
threaten
privacy
CCTV
cameras
threaten
privacy
I turn off
all media
in order to
concentrate
Technology
fails when
you need
it most
OxIS current users: 2013 N=2,083
Figure 2: Internet Cultures by Technology Attitudes
e-Mersed Pragmatists Cyber-savvy Moderates Adigital

14. 85
77 79
67
45
83
56
63
49
31
81
71 72
61
35
74
56
73
48
33
70
52 51
39
27
23 24
34
18
11
0
20
40
60
80
100
Listen
to music
Watch
videos
Download
music
Play
games
Download
videos
Gamble*
OxIS current users: 2013 N=2,083
*In self-completion questionnaire.
Figure 4: Internet Cultures by Entertainment
e-Mersed Pragmatists Cyber-savvy Moderates Adigital

15. Directions for Further Development
Naming of Cultural Types
Compare Overtime and
Cross-nationally
Develop Qualitative
Complements

16. OII
Student
Feedback
- Anon.

17. • Steady diffusion
• Persistent digital divides
• Rapid rise of mobile computing
• Stable social network site use
• Persistent non-use & ex-use
Trends in Britain

18. 59
6
35
67
5
28
73
5
23
78
3
18
0
20
40
60
80
100
2003 2005 2007 2009 2011 2013
All users Ex-user Non-user
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
Internet Users 2003-2013 (QH13)

19. 94
68
63
27
100
94
85
39
0
20
40
60
80
100
14-17 18-24 25-34 35-44 45-54 55-64 65+
2005 2007 2009 2011 2013
OxIS 2005 N=2,185; 2007 N=2,350; 2009 N=2,013; 2011 N=2,057; 2013 N=2,657
Use by Age (QH13 by QD1)

20. 64
55
63
57
69
65
71
68
74
72
79 78
0
20
40
60
80
100
2003 2005 2007 2009 2011 2013
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
Use by Gender (QH13 by QD2)
Men Women

21. 29
58
70
83 84
58
88
93 93
99
0
20
40
60
80
100
Less than
£12,500
£12,500
to £20,000
£20,000
to £30,000
£30,000
to £40,000
Over
£40,000
2005 2007 2009 2011 2013
OxIS 2005: N=2,185; 2007: N=2,350; 2009: N=2,013; 2011: N=2,057; 2013: N=2,657
Note: The income scale changed in 2009.
Use by Household Income (QH12 by SC2)

22. 31
80 79
91
40
84
92
95
0
20
40
60
80
100
2011 2013
OxIS 2011 N=2,057; 2013 N=2,657
Note: Students were excluded.
Use by Educational Qualifications (QH13 by QL1)
No qualifications Basic qualifications Further education Higher education

23. 96
76
22
96
72
31
97
81
31
100
86
33
99
87
36
100
93
45
0
20
40
60
80
100
2003 2005 2007 2009 2011 2013
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
Use by Lifestage (QH13 by QO1)
Students Employed Retired

24. 89
9394959798
20
40
57
10
26
30
35
40
38
28
3434
41
37
33
13
1616161614
5
10121415
10
0
20
40
60
80
100
At home On the
move
Another
person's
home
At work At school Public
library
OxIS current users: 2003 N=1,202; 2005 N=1,309; 2007 N=1,578; 2009 N=1,401; 2011 N=1,498; 2013 N=2,083
Locations of Use (QC1)
2003 2005 2007 2009 2011 2013

25. Next Generation Users
• Goal: Understand emerging forms of Internet use
without links to ephemeral, commercial products
• Strongly connected
• Two characteristics
– Heavy mobile use
– Access using multiple devices

26. 59
6
35
67
5
28
13
54
73
5
23
32
40
78
3
18
52
27
0
20
40
60
80
100
2003 2005 2007 2009 2011 2013
All users Next gen user First gen user Ex-user Non-user
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
Internet Users 2003-2013 (QH13)

27. 86
14
79
21
75
25
69
31
53
47
0
20
40
60
80
100
e-Mersed Pragmatists Cyber-savvy Moderates Adigital
OxIS current users: 2013 N=2,083
Figure 6: Next Generation Users by Internet Cultures
Next generation users First generation users

28. 12
24
19
53
26
63
32
73
36
61
39
78
0
20
40
60
80
100
Gamble*Download
videos
Watch
videos
Download
music
Play
games
Listen
to music
OxIS current users: 2013 N=2,083
* In self-completion questionnaire.
Next Generation Users by Entertainment and Leisure
Next generation users First generation users

29. 7
29
7
31
7
24
8
26
33
76
38
77
0
20
40
60
80
100
Post videosPost
'creative'
work
Own a
personal
website
Write
a blog
Visit social
networking
sites
Post photos
OxIS current users: 2013 N=2,083
Next Generation Users by Content Production
Next generation users First generation users

30. 32
27 29
7
64
49 49
21
0
20
40
60
80
100
14-17 18-24 25-34 35-44 45-54 55-64 65+
2009 2011 2013
OxIS 2009 N=2,013; 2011 N=2,057; 2013 N=2,657
Tablet Use by Age (QH7 by QD1)

31. Characteristics of Next Generation
Users?
• Who?
– Well-educated, wealthy people who have resources
– Equally students and employed
• Where?
– On the move
– In more settings
• What?
– Active content producers on the Internet
– Regard Internet as essential for entertainment
– Regard Internet is essential for information
– Differences increasing

32. 17
83
49
51 60
40
61
39
0
20
40
60
80
100
2007 2009 2011 2013
Social network site non-users Social network site users
OxIS current users: 2007 N=1,578; 2009 N=1,401; 2011 N=1,498; 2013 N=2,083
Note: The social network question changed in 2009.
Use of Social Network Sites by Year (QC8)

33. 50
21
10 8
65
28
46
94
80
51
18
0
20
40
60
80
100
14-17 18-24 25-34 35-44 45-54 55-64 65+
2007 2009 2011 2013
OxIS current users: 2007 N=1,578; 2009 N=1,401; 2011 N=1,498; 2013 N=2,083
Use of Social Network Sites by Age (QC8 by QD1)

34. 35 65
82 18
100 75 50 25 0 25 50 75 100
% of social network site users
Informational
Social
Current social network site users. OxIS 2013: N=1,276
Social activities are chatting, commenting on status, updating status or personal information, and posting pictures.
Informational activities include receiving news, learning about issues, clicking on links, and commenting on issues.
Informational & Social Activities on Social Network
Sites (QC35 and QP6)
Never Less than monthly Monthly Weekly Daily More than daily

35. 4038
4547
61
35
61
55
68
57
32
35
50
62
52
1515
2122
39
1921
12
17
28
31
3534
40
19
11
18
9 9
15
0
20
40
60
80
100
Just not
interested
Computer
no longer
available
Too
expensive
Too
difficult
Privacy
worries
Moved
house/job
Bad
experience
spam/viruses
Ex-users. OxIS 2005: N=167; 2007: N=124; 2009: N=141; 2011: N=93; 2013: N=91
Reasons Ex-Users Stopped Using the Internet (QE4)
2005 2007 2009 2011 2013

36. 44
82
24
5
14
3
11
7
1 1
0
20
40
60
80
100
No interest /
not useful
Too expensive No computer /
Internet connection
Too difficult
to use / not
know how
No time /
too busy
OxIS 2013: Ex-users N=483; Non-users N=91
Most Important Reason Ex- and Non-Users Do Not
Use the Internet (QE5 and QN2 by QH13)
Ex-Users Non-Users

37. 21
3
88
27
31
45
58
0
20
40
60
80
100
Definitely notProbably notYes, probablyYes, definitely
OxIS 2013: Ex-users N=91; Non-users N=483
Availability of Proxy Users to Ex- and Non-Users
(QE12 and QN4 by QH13)
Ex-users Non-users

38. Summary of Britain 2013
• Continued rise in Internet use
• Continued stratification by income, education and age
– Users: wealthy, well-educated, young
• Rapid growth of mobile use + multiple devices: NGU
• Non-users and ex-users have become more
homogeneous
– Non-users: lack of interest
– Ex-users: lack of interest
– Most non-users have access through proxies

39. Thank you.
Grant Blank
grant.blank@oii.ox.ac.uk
Oxford Internet Surveys
http://oxis.oii.ox.ac.uk/
oxis@oii.ox.ac.uk
Oxford Internet Institute
http://www.oii.ox.ac.uk