This document summarizes the results of a survey on new media usage in Serbia conducted in November 2013. It provides details on the methodology, including that a representative sample of 1,224 Serbian citizens aged 12 and older were surveyed by phone. The findings show that 66% of internet users have a Facebook profile, while 10% have a Twitter profile. Ecology, animal rights and humanitarian issues are the most common causes people engage in activism for both online and offline. Overall, 77.5% of respondents reported participating in at least one form of civic engagement in the past year.

1. New Media Usage Tracker - 2013
Follow Up Study
New
Media
Usage
November, 2013
The Home of Researchers

2. Methodological info
Ad hoc CATI survey
•
Data collected on representative sample for population of Serbian citizens aged 12
and more
•
Target population size is 6,369,691
•
Sample size is 1224
•
Sampling frame is based on the data of Telephone (book) database, Census from
2011, vital statistics and the migrations data, as well as ISM estimates of population
and households for 2010
•
Sample type is 2-staged stratified combined probability sample
•
Automatic control of procedure, interactive control of consistency and logical control
of collected data is performed in 100% of cases
•
Post stratification is performed regarding: gender, age, type of settlement, geoeconomical region and education
•
Data collection is performed in November 2013
New Media Usage
© 2012 Ipsos
•
2

3. Context
Civic activism/engagement/participation is any individual and collective actions designed to identify and address issues of
public concern (APA, 2002). Includes a wide variety of actions, from minimally involving (so called soft activism) to highly
involving (hard activism) (Brunsting & Postmes, 2002), with extremes such as: expressing an opinion, persuading others vs.
participating in demonstrations, performances or sabotages. Includes a wide variety of issues: environmental, human rights,
animal rights, politics, heath care…
The rise of the Internet in recent decades substantially expands the forms of potential civic participation. The Internet offers the
opportunity for users to share their opinions, form virtual groups and pressure the authorities without sharing physical space or
direct interpersonal contact.
© 2012 Ipsos
Online and offline actions are conducted in different social environments: online activism lacks face to face interaction. Early
theories stated that it reduces social/nonverbal cues and therefore is less socially influential, and more individualistic
environment (Kiesler, Siegel, & McGuire, 1984). However, new empirical evidence suggests just the opposite: social identity
can be salient despite the fact that group members are physically isolated. Internet is sometimes ideal environment to express
group membership while individuality might be pushed to the background (Lea & Spears, 1991; Haslam, 2001).
Online and offline actions require different sets of skills and, more importantly, different amount of effort: it is much easier to
join a virtual than a real group, to sign an electronic than a real petition, to join a virtual than a real event.
3

4. Interest in political and social events in Serbia?
To what extent are you interested in following political
and social events in Serbia?
Base: Total target population
1 - Not interested at
all
21%
23%
13%
12%
13%
2 - Mainly not
interested
NOT INTERESTED
(1+2)
33%
37%
39%
36%
16%
20%
20%
16%
19%
16%
4 - Mainly
interested
5 - Very much
interested
2%
1%
1%
2011
2012
2013
© 2012 Ipsos
INTERESTED (4+5)
New Media Usage
44%
24%
28%
26%
31%
3 - Both yes and no
Do not know
31%
4

5. Main source of information
Which medium do you follow the most to collect information in general?
% TV
% Internet
% Daily newspapers
9
18
77
Total 2010
8
21
71
Total 2011
30-44
21
66
Total 2012
2013
% Other
68
Total 2013
12-29
% Radio
35
66 +
85
New Media Usage
7
3
0
1
6
84
2
8
24
45-65
31
7
54
66
30
7
13
1
0
11
6
10
1
© 2012 Ipsos
Base: Total target population
1
5

6. How often do you…? – Digital natives (12-29)
Several times a month
Once a month
Use Internet (Total Population) - 2013
Use Internet (Total Population) - 2010
2 -3 times a week
Less than once a month
42
7
4
45
Use Internet (Total Population) - 2012
Use Internet (Total Population) - 2011
To start with, how often do you follow certain media. How often do you...
4
41
Once a week
Never
4
39
5 3
41
4 5 3
36
4
44
7 3
Use Internet (Digital Natives) - 2013
84
Use Internet (Digital Natives) - 2012
48
84
New Media Usage
6
81
Use Internet (Digital Natives) - 2011
Use Internet (Digital Natives) - 2010
5
68
9
41 4
5 3
5
6
4 3 2
3
5
9
© 2012 Ipsos
Base: People 12-29 years old (26% of total population) - 2010
Base: People 12-29 years old (26% of total population) – 2011
Base: People 12-29 years old (26% of total population) – 2012
Base: People 12-29 years old (24% of total population) - 2013
Every day
4 - 6 times a week
6

7. Purpose of using internet
Multiple answers; Base: Internet users wave-2013
(61% of target population)
For which of the following purposes do you use Internet?
Browsing information about products, services,
companies, cu
78%
67%
Getting informed, reading news
55%
Social networks(Facebook, MySpace, Twitter)
Sending/receiving electronic mail (e-mail)
53%
Chatting (Skype, msn, gtalk, Yahoo messenger..)
53%
43%
Downloading music and other contents
44%
Watching movies
Listening to programs of radio stations via Internet (live o
29%
Computer games
28%
21%
Leaving messages on Internet forums / reading blogs
Purchasing via internet, payments via Internet, Internet
ban
23%
Playing on-line games
Watching the programs of TV channels on Internet (live or
po
Other
New Media Usage
17%
2013
© 2012 Ipsos
27%
4%
7

8. When browsing Internet?
Base: Internet users
(52% of target population) - 2010
(54% of target population) – 2011
(56% of target population) - 2012
Talking about your typical working day and your habits related to use
of Internet, please tell me at which of the following time intervals do
you usually browse Internet? By this we do not mean receiving and
sending mail or exchange of messages via internet.
2013
2012
2011
2010
From
06:00 to
08:59
From
From
09:00 to 10:00 to
09:59
11:59
New Media Usage
From
From
12:00 to 14:00 to
13:59
14:59
From
From
15:00 to 17:00 to
16:59
18:59
From
From
19:00 to 20:00 to
19:59
21:59
From
From
22:00 to 00:00 to
23:59
01:59
From
02:00 to
05:59
© 2012 Ipsos
DIGITAL NATIVES 12-29 (2013)
8

9. Social networks – Have a profile
In which social networks do you have open profile?
% Facebook
% My Space
% Twitter
Total 2013
2,554,893
Total 2012
2,656,000
68
Total 2011
2,342,000
64
Total 2010
2,112,178
% Linked In
66
4
10
12
5
6
4
1
9
6
29
34
41
20
4
3
15
0
2013
45-65
66 +
New Media Usage
37
39
21
12
3 3 3
None
30
2 12
6
66
30-44
1
15
2
Other
7 1 4 1
87
12-29
3
3
58
Google+
55
20
3
11
29
© 2012 Ipsos
Base: Total Internet Users ,
52% of target population - 2010
56% of target population – 2011
59% of target population - 2012
61
9

10. Facebook – Active Networker
Base: Those who have open profile in some social
networks
(32% of target population) - 2010
(34% of target population) - 2011
(42% of target population) - 2012
(42% of target population) - 2013
91
% 2012
93
% 2011
% 2010
94
87
2.33M 2.38M
Facebook users
New Media Usage
• 66% of all Internet users have a
profile on Facebook –
• that is 40% of total Serbian
population aged 12+
• that is 2,554,000 people
(2,656,000
in 2012) –
slightly decrease.
• More than 90% of all FB users
in Serbia are active.
© 2012 Ipsos
2013%
In which social networks are you active, i.e. which social networks
do you visit at least 3-4 times a week?
10

11. Twitter – Active Networker
Base: Those who have open profile in some social
networks
(32% of target population) - 2010
(34% of target population) - 2011
(42% of target population) - 2012
(42% of target population) - 2013
47
% 2012
50
% 2011
46
217K 231K
Twitter Users
New Media Usage
% 2010
32
• 10% of all Internet users have a
profile on Twitter
• that is 6% of total Serbian
population aged 12+
• that is about 425,000
people (465,000 in 2011).
• 47% of all Twitter accounts in
Serbia are active.
© 2012 Ipsos
% 2013
In which social networks are you active, i.e. which social networks
do you visit at least 3-4 times a week?
11

12. Incidence of Smart Phone Usage
Base: Base: Those who have mobile phone
(80% of target population) - 2010
(85% of target population) – 2011
(87% of target population) – 2012
(87% of target population) - 2013
Do you have Smart phone?
% Yes
% No
23% of total population have smart phone
26
Total 2012
74
17
Total 2011
83
11
Total 2010
89
8
92
48
12-29
2013 30-44
34
New Media Usage
66
12
45-65
66 +
52
3
88
© 2012 Ipsos
Total 2013
97
12

13. Activism
• AMOUNT OF ACTIVISM
People in Serbia are active. 77.5% stated that they have been active (online or
offline) in the past year in at least one form of activity.
• ONLINE/ OFFLINE
People in Serbia are more active offline (in “real world”) then online (on internet)
• ISSUES FOR ACTIVISM
People are most active in the area of ecology and animal and humanitarian issues,
while politics seems to be the least appealing for them to activate.
• BARRIERS FOR ACTIVISM exists and are still high (personal interest of majority of
people, development of personal responsibility for individual life, feeling that there is no
real influence on the important issues in the society, no time)
© 2012 Ipsos
• LEVEL OF ENGAGEMENT
Most common form of activism is open expression of opinion, while the least
practiced form is signing a petition, and volunteering
13

14. Have you participated in following activities in past
year
Base: Total target population
Ecology
Humanitarian
Issues
Animal
rights
Yes
LIVE
Yes
ONLINE
50.2
51.5
38.4
29.5
25.6
25.2
49.3
24.3
Problems
in
community
44.2
19.6
Self-­‐interest
44.4
19.5
Poli;cs
41.1
17.2
© 2012 Ipsos
Human
Rights
14

15. Live vs online activities in past year
Base: Total target population
No
Yes
22.5
77.5
Live
ac;vism
23.4
76.6
Online
ac;vism
51.7
48.3
© 2012 Ipsos
Live&Online
ac;vism
15

16. Demographic structure
Live vs On-line activists
Live activism
Online activism
67%
60%
55%
51%
49%
54%
51%
47%
45%
50%
46%
40%
34%
30%
25%
34%
30%
28%
22%
15%
25%
19%
19%
27%
27%
27%
23%
Sex
New Media Usage
Age
Education
Region
© 2012 Ipsos
Other
Urban
Vojvodina
Central
Serbia
Belgrade
University
Secondary
school
Primary
school
66 +
45-65
30-44
12-29
Female
Male
2%
Type of
settlement
16

17. Have you participated in following activities in past
year - Ecology (Live)
Base: Total target population
No
Yes
I
tried
to
persuade
other
people
to
share
my
opinion
66.0
34.0
I
openly
expressed
my
opinion
about
that
issue
69.8
30.2
18.4
I
took
part
in
gatherings/rallies
to
support
an
idea
86.3
13.7
I
wore
a
T-­‐shirt
or
a
badge
with
a
slogan-­‐picture
suppor;ng
an
idea
89.6
10.4
Volunteered
in
an
organiza;on/
member
of
organiza;on
92.0
8.0
© 2012 Ipsos
81.6
I
signed
a
pe;;on
17

18. Have you participated in following activities in past
year - Ecology (ONLINE)
Base: Those who use internet (61% of target population)
No
Yes
83.0
17.0
I
openly
expressed
my
opinion
about
that
issue
(blog,
Facebook
status,
comments,
forum,
share
material)
84.9
15.1
I
tried
to
persuade
other
people
to
share
my
opinion
during
Internet
communica;on
87.4
12.6
I
changed
a
photo
or
Facebook/twiNer/
etc..
status
to
support
an
idea
90.0
10.0
I
signed
an
"on
line"
pe;;on
92.0
8.0
95.8
4.2
Volunteered
in
an
internet
group
(e.g.
as
administrator)
or
being
in
everyday
ac;vity
with
this
group
© 2012 Ipsos
I
joined
Internet
groups
to
support
an
idea
18

19. Have you participated in following activities in past
year - Human Rights (Live)
Base: Total target population
No
I
openly
expressed
my
opinion
about
that
issue
I
tried
to
persuade
other
people
to
share
my
opinion
Yes
60.1
66.1
39.9
33.9
87.5
12.5
I
took
part
in
gatherings/rallies
to
support
an
idea
88.6
11.4
I
wore
a
T-­‐shirt
or
a
badge
with
a
slogan-­‐picture
suppor;ng
an
idea
93.3
6.7
Volunteered
in
an
organiza;on/
member
of
organiza;on
94.5
5.5
© 2012 Ipsos
I
signed
a
pe;;on
19

20. Have you participated in following activities in past
year - Human Rights (Online)
Base: Those who use internet (61% of target population)
No
Yes
I
openly
expressed
my
opinion
about
that
issue
(blog,
Facebook
status,
comments,
forum,
share
material)
84.4
15.6
I
joined
Internet
groups
to
support
an
idea
86.0
14.0
I
tried
to
persuade
other
people
to
share
my
opinion
during
Internet
communica;on
87.1
12.9
91.7
8.3
I
signed
an
"on
line"
pe;;on
92.6
7.4
96.3
3.7
Volunteered
in
an
internet
group
(e.g.
as
administrator)
or
being
in
everyday
ac;vity
with
this
group
© 2012 Ipsos
I
changed
a
photo
or
Facebook/twiNer/
etc..
status
to
support
an
idea
20

21. Have you participated in following activities in past
year - Humanitarian Issues (Live)
Base: Total target population
No
I
openly
expressed
my
opinion
about
that
issue
I
tried
to
persuade
other
people
to
share
my
opinion
Yes
59.3
40.7
64.2
35.8
86.0
14.0
I
signed
a
pe;;on
87.1
12.9
I
wore
a
T-­‐shirt
or
a
badge
with
a
slogan-­‐picture
suppor;ng
an
idea
87.4
12.6
Volunteered
in
an
organiza;on/
member
of
organiza;on
91.6
8.4
© 2012 Ipsos
I
took
part
in
gatherings/rallies
to
support
an
idea
21

22. Have you participated in following activities in past
year - Humanitarian Issues (Online)
Base: Those who use internet (61% of target population)
No
Yes
83.8
16.2
I
joined
Internet
groups
to
support
an
idea
84.9
15.1
I
tried
to
persuade
other
people
to
share
my
opinion
during
Internet
communica;on
86.6
13.4
I
signed
an
"on
line"
pe;;on
90.8
9.2
I
changed
a
photo
or
Facebook/twiNer/
etc..
status
to
support
an
idea
91.3
8.7
95.3
4.7
Volunteered
in
an
internet
group
(e.g.
as
administrator)
or
being
in
everyday
ac;vity
with
this
group
© 2012 Ipsos
I
openly
expressed
my
opinion
about
that
issue
(blog,
Facebook
status,
comments,
forum,
share
material)
22

23. Have you participated in following activities in past
year - Politics (Live)
Base: Total target population
No
I
openly
expressed
my
opinion
about
that
issue
I
tried
to
persuade
other
people
to
share
my
opinion
Yes
65.9
77.2
34.1
22.8
83.8
16.2
I
signed
a
pe;;on
86.1
13.9
I
wore
a
T-­‐shirt
or
a
badge
with
a
slogan-­‐picture
suppor;ng
an
idea
90.8
9.2
Volunteered
in
an
organiza;on/
member
of
organiza;on
91.4
8.6
© 2012 Ipsos
I
took
part
in
gatherings/rallies
to
support
an
idea
23

24. Have you participated in following activities in past
year - Politics (Online)
Base: Those who use internet (61% of target population)
No
Yes
87.8
12.2
I
joined
Internet
groups
to
support
an
idea
90.2
9.8
I
tried
to
persuade
other
people
to
share
my
opinion
during
Internet
communica;on
91.2
8.8
I
changed
a
photo
or
Facebook/twiNer/
etc..
status
to
support
an
idea
94.5
5.5
I
signed
an
"on
line"
pe;;on
94.5
5.5
Volunteered
in
an
internet
group
(e.g.
as
administrator)
or
being
in
everyday
ac;vity
with
this
group
96.5
3.5
© 2012 Ipsos
I
openly
expressed
my
opinion
about
that
issue
(blog,
Facebook
status,
comments,
forum,
share
material)
24

25. Have you participated in following activities in past
year - Problems in community (Live)
Base: Total target population
No
I
openly
expressed
my
opinion
about
that
issue
I
tried
to
persuade
other
people
to
share
my
opinion
Yes
61.1
67.9
38.9
32.1
I
signed
a
pe;;on
82.8
17.2
I
took
part
in
gatherings/rallies
to
support
an
idea
84.0
16.0
92.1
7.9
I
wore
a
T-­‐shirt
or
a
badge
with
a
slogan-­‐picture
suppor;ng
an
idea
93.5
6.5
© 2012 Ipsos
Volunteered
in
an
organiza;on/
member
of
organiza;on
25

26. Have you participated in following activities in past
year - Problems in community (Online)
Base: Those who use internet (61% of target population)
No
Yes
I
openly
expressed
my
opinion
about
that
issue
(blog,
Facebook
status,
comments,
forum,
share
material)
85.9
14.1
I
tried
to
persuade
other
people
to
share
my
opinion
during
Internet
communica;on
88.0
12.0
I
joined
Internet
groups
to
support
an
idea
89.0
11.0
94.1
5.9
I
signed
an
"on
line"
pe;;on
94.3
5.7
Volunteered
in
an
internet
group
(e.g.
as
administrator)
or
being
in
everyday
ac;vity
with
this
group
94.8
5.2
© 2012 Ipsos
I
changed
a
photo
or
Facebook/twiNer/
etc..
status
to
support
an
idea
26

27. Have you participated in following activities in past
year - Self - interest (Live)
Base: Total target population
No
I
openly
expressed
my
opinion
about
that
issue
I
tried
to
persuade
other
people
to
share
my
opinion
Yes
60.3
68.6
39.7
31.4
88.1
11.9
I
signed
a
pe;;on
89.7
10.3
Volunteered
in
an
organiza;on/
member
of
organiza;on
94.3
5.7
I
wore
a
T-­‐shirt
or
a
badge
with
a
slogan-­‐picture
suppor;ng
an
idea
95.2
4.8
© 2012 Ipsos
I
took
part
in
gatherings/rallies
to
support
an
idea
27

28. Have you participated in following activities in past
year - Self - interest (Online)
Base: Those who use internet (61% of target population)
No
I
openly
expressed
my
opinion
about
that
issue
(blog,
Facebook
status,
comments,
forum,
share
material)
Yes
84.5
15.5
I
tried
to
persuade
other
people
to
share
my
opinion
during
Internet
communica;on
88.5
11.5
I
joined
Internet
groups
to
support
an
idea
88.7
11.3
94.4
5.6
I
signed
an
"on
line"
pe;;on
95.6
4.4
Volunteered
in
an
internet
group
(e.g.
as
administrator)
or
being
in
everyday
ac;vity
with
this
group
96.2
3.8
© 2012 Ipsos
I
changed
a
photo
or
Facebook/twiNer/
etc..
status
to
support
an
idea
28

29. Have you participated in following activities in past
year - Animal rights (Live)
Base: Total target population
No
I
openly
expressed
my
opinion
about
that
issue
I
tried
to
persuade
other
people
to
share
my
opinion
Yes
65.7
71.9
34.3
28.1
89.7
10.3
I
took
part
in
gatherings/rallies
to
support
an
idea
92.1
7.9
I
wore
a
T-­‐shirt
or
a
badge
with
a
slogan-­‐picture
suppor;ng
an
idea
94.7
5.3
Volunteered
in
an
organiza;on/
member
of
organiza;on
95.9
4.1
© 2012 Ipsos
I
signed
a
pe;;on
29

30. Have you participated in following activities in past
year - Animal rights (Online)
Base: Those who use internet (61% of target population)
No
I
openly
expressed
my
opinion
about
that
issue
(blog,
Facebook
status,
comments,
forum,
share
material)
Yes
80.3
19.7
I
joined
Internet
groups
to
support
an
idea
84.4
15.6
I
tried
to
persuade
other
people
to
share
my
opinion
during
Internet
communica;on
85.5
14.5
90.3
9.7
I
signed
an
"on
line"
pe;;on
90.9
9.1
Volunteered
in
an
internet
group
(e.g.
as
administrator)
or
being
in
everyday
ac;vity
with
this
group
96.1
3.9
© 2012 Ipsos
I
changed
a
photo
or
Facebook/twiNer/
etc..
status
to
support
an
idea
30

31. How much do you agree with the following
statements
Base: Total target population
Do
not
agree
(
1
+
2
)
Agree
(
4
+
5
)
If
everyone
would
get
involved,
this
world
would
be
a
beNer
place.
9.2
Majority
of
people
are
mo;vated
by
personal
interest
alone.
15.4
81.1
71.9
I
am
op;mis;c
about
the
future.
19.9
59.0
If
there
is
a
need,
most
people
are
willing
to
help
others.
22.3
57.3
No
maNer
how
hard
one
tries,
one
cannot
influence
important
issues
in
the
community/society
one
lives
28.8
40.6
42.4
40.0
Only
naďve
people
believe
they
can
change
the
world.
44.0
38.7
I
don't
have
;me
to
fight
for
the
issues
important
for
the
society
37.1
37.2
© 2012 Ipsos
Why
would
I
try
to
help
others,
when
everybody
should
be
responsible
for
him/herself.
31