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![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](https://image.slidesharecdn.com/cultures-socitm-2013-131211082535-phpapp02/85/Cultures-socitm-2013-8-320.jpg)
Cultures socitm-2013
The document presents findings from the Oxford Internet Surveys (Oxis) 2013, highlighting the increasing internet penetration in Britain, with 78 percent online, particularly among lower income and less educated groups. It identifies five distinct internet cultures—e-mersives, techno-pragmatists, cyber-savvy, cyber-moderates, and adigitals—each varying in attitudes and usage patterns. The presentation underscores trends in user demographics and the plateauing of social networking engagement.
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Cultures socitm-2013
- 1. Cultures of theInternet 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. 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. Highlights of OxIS2013 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. Figure 1: NextGeneration 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. Figure 6: NextGeneration 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. Figure 4: NextGeneration 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
- 8. 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
- 9. The Idea ofCultures of the Internet Hobbyists Hackers Homesteaders Cyber-culture Digital Natives
- 10.
- 11. 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
- 12. Techno-Pragmatists (17%) Attitudes? Who? • Timesaver • 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
- 13. 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
- 14. Cyber-Moderates (37%) Attitudes? Who? • Neither takenby benefits or risks • Blasé • Moderate views • Older • Retired • Middle income Use? • eGovernment services • Civic activities
- 15. Adigitals (14%) Attitudes? Who? Use? • Don’tenjoy 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
- 18. Figure 6: NextGeneration 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
- 19. Cultures of theInternet 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.