DECIDIS Survey: https://blogit.itu.dk/decidis/

1. DECIDIS
Survey
Social Media &
Political Engagement
CC:
Yoel Ben-­‐Avraham,
https://www.flickr.com/photos/epublicist/8632456752/in/photostream/

2. Why
is
this
different

3. Sample:
Representative
sample
of
Danish
population
over
15
(representative
according
to:
gender,
age,
region,
education).
A
comprehensive
perspective
N:
1500
(1593)
questionnaires
Confidence
level
95%
Margin
of
Error
3%

4. Social
Media
in
Denmark
(2015)
09/03/16 ·∙
4
Social
Media Account Daily
users Daily
users
(abs)
Facebook 72.4
% 74.2
% 58
%
Twitter 13.1
% 6.1
% 4,9
%
Instagram 15.8
% 10.5% 8,2
%
Snapchat 14.9
% 12.6% 9,85
%
LinkedIn 25.9
% 3.6% 2,82
%

5. Social
Media
/
age
groups
09/03/16 ·∙
5
Age Daily
16 to
19 91.2
%
20 to
29 90.7
%
30 to
39 85.2
%
40 to
49 76.2
%
50 to
59 69.9
%
60 to
69 68.1
%
> 70 61.5
%
Age Daily
16 to
19 52.9
%
20 to
29 35.4
%
30 to
39 11.0
%
40 to
49 8.4
%
50 to
59 2.8
%
60 to
69 5
%
> 70 2.5 %
Age Daily
16 to
19 82.4
%
20 to
29 52.2
%
30 to
39 13.5
%
40 to
49 3.5
%
50 to
59 3.8
%
60 to
69 2.3
%
> 70 0.6
%
Facebook
Instagram Snapchat

6. Reading:
using
SM
to
read/watch
Producing:
using
SM
to
produce
original
content
(broadcast
communication)
Participating:
using
SM
to
interact
with
available
content
(directed
communication)
Various
types
of
activities
CC
:
NOAA.
https://www.flickr.com/photos/usoceangov/8290528771

7. activities
read
write
These
metrics
are:
Not
exhaustive
Not
mutually
exclusive

8. Social
media
users as Readers
31
12
35
38
16
28
31
72
37
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Twitter Instagram
Rarely/Never
Less
often
Daily/Weekly
“How often do you
read / watch … ”

9. Social
Media
users
as
Producers
14
6
21
83
93
75
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Twitter Instagram
Rarely/Never
Less
often
Daily/Weekly
“How often do you
produce / write …”

10. Social
Media
users
as
Participants
“How often do you
comment …”
19
12
23
75
87
72
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Twitter Instagram
Rarely/Never
Less
often
Daily/Weekly

11. Between
private
and
public
CC:
PIXABAY
https://pixabay.com/static/uploads/photo/2015/07/28/12/23/private-­‐864304_960_720.jpg

12. Between private
and
public
3,53
2,16
2,77
2,21 2,21
2,43
0
0,5
1
1,5
2
2,5
3
3,5
4
4,5
5
Facebook Twitter Instagram
private
public
Every
day
Rarely
/
Never
How often do you interact with:
Private: Family, close friends
Public: Journalists, Politicians, Celebrities

13. Between private
and
public
“What I write on
Facebook is public
communication”
17,76
12,74
27,38
14,04
28,08
0
5
10
15
20
25
30
Strongly
agree Agree Neither
agree
or
disagree
Disagree Strongly
disagree

14. Between private
and
public
“What I write on
Facebook is public
communication”
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
16-­‐18 19-­‐29 30-­‐39 40-­‐49 50-­‐59 60-­‐69
1.Agreement 2.
Neither
agreement
or
disagreement 3.Disagreement

15. Public
debate
r
An
Evening
at
Madame
Geoffrin'sby
Lemonnier

16. Discussing politics online
(with
strangers)
Platform Often Seldom Never
Facebook 10,0
% 31,0
% 59,0
%
Twitter 0,0
% 6,6
% 93,4
%
Your
Blog 0,0
% 4,7
% 95,3
%
Blogs 1,7
% 15,7
% 82,6
%
Email 3
% 23,7
% 73,4
%
Online newspaper 3,6
% 26,3
% 70,1
%
Forum 3,4
% 21,9
% 75,3
%
Other 2,0
% 15,0
% 83,0 %

17. How
often
do
you
discuss
politics
(FB
/
age)
Age Daily Frequently Occasionally Rarely Never
16 to
19 0,0
% 0,0
% 14,3
% 28,6
% 57,1
%
20 to
29 0,0
% 22,6
% 6,4
% 32,2
% 38,7 %
30 to
39 0,0
% 16,2
% 16,2
% 32,4
% 35,1
%
40 to
49 1,7
% 12,3
% 10,5
% 19,3
% 56,1
%
50 to
59 1,8
% 8,3
% 7,4
% 25,9
% 56,5
%
60 to
69 0,0 % 6,7
% 5,9
% 23,0
% 64,4
%
> 70 1,0
% 6,2
% 5,2
% 19,8
% 67,7
%

18. FB
as
a
news
source
Age Daily Weekly Less
Frequently Never NA
16 to
19 47,1
% 23,5
% 11,8
% 14,7
% 2,9
%
20 to
29 37,1 % 28,8
% 18,2 % 13,8
% 1,9
%
30 to
39 33,6 % 34,2
% 18,5
% 13,0
% 0,7
%
40 to
49 38,0
% 17,8
% 26,4
% 17,8
% -­‐
50 to
59 34,0
% 20,6
% 23,3
% 21,4
% .8
%
60 to
69 27,3
% 18,5
% 24,7
% 28,4
% 1,1
%
> 70 22,8
% 14,1
% 22,1
% 36,6
% 1,3
%

19. Echo-­‐chamber effect?
“Have you changed
your mind on a
political issue after a
discussion you had
online?” 1
5
14
25
55
0 10 20 30 40 50 60 70 80 90 100
ALWAYS
OFTEN
OCCASIONALLY
RARELY
NEVER

20. Echo-­‐chamber effect?
“Have you changed
your mind on a
political issue after a
discussion you had
online?”
Rød blok:
Socialdemokratiet,
Radikale Venstre ,
SocialistiskFolkeparti,
Enhedslisten,
Alternativet
Blå blok:
Venstre,
Dansk
Folkeparti,
Kristendemokraterne,
Liberal
Alliance,
Det Konservative
Folkeparti
0
6,31
12,61
27,93
53,15
0
5,62
16,85
19,1
58,43
11,11 11,11
0
11,11
66,67
0
10
20
30
40
50
60
70
80
90
100
Always Often Occasionally Rarely Never
Rød
blok
Blå
blok
Upartisk

21. • Social
media
are
largely
used
but
with
huge
differences
in
frequency
of
use
and
average
age
of
the
users
• More
passive
use
of
social
media
seems
to
be
a
growing
phenomenon.
Social
media
are
used
to
“stay
in
touch”
or
“be
informed”
rather
than
to
produce
personal
content
• Facebook
is
becoming
a
major
source
of
news
and
information
but
large-­‐scale
echo-­‐chambers
effects
are
not
(yet)
detectable.
Take
away

22. Questions
Thank
you