Annex A: Adults’ media literacy in the nations...Annex A: Adults’ media literacy in the nations 3 Adults in Scotland are, however, less likely to “visit lots of websites they

Annex A: Adults’ media literacy in the nations

Research Document

Publication date: July 2012


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Contents

Section Page 1 Executive summary 2

2 Table of Figures 12

3 Media literacy, by nation: charts 13


Section 1

1 Executive summary This summary report provides an accessible overview of some of the key measures of media literacy across the devolved nations of the UK among adults aged 16 and over. The dataset comprises results from fieldwork conducted in autumn 2011 among 243 adults in Scotland, 237 adults in Wales, and 221 adults in Northern Ireland1.

Because the population of England represents 83% of the population of the UK as a whole, findings for England are very similar to those for the UK, and therefore there is no separate summary for the English findings, although the data are charted for reference purposes.

It is important to note that some variations between nations will be influenced by demographic rather than geographic, cultural or statutory frameworks2.

Ofcom’s key measures for take-up of media can be found in our annual CMR publication, at www.ofcom.org.uk/cmr12.

1.1 Scotland

Media activities and preferences

Nearly all adults in Scotland watch television regularly (97%), and more than four in five regularly use a mobile phone (85%). Around three in four read newspapers/ magazines (74%) or listen to radio (75%). Seven in ten adults in Scotland regularly use the internet via a computer/ laptop (70%). In 2011, there are two regular media activities that are more likely to be undertaken by adults in Scotland, compared to the UK as a whole: watching videos/ DVDs (70% vs. 59%) and listening to music on a hi-fi/CD/ tape player (58% vs. 44%).

When asked which medium they would miss the most, half of all adults in Scotland (49%) say television, as with the UK overall (46%). Around one in five adults in Scotland say they would miss their mobile phone the most (18%) with slightly fewer (13%) saying they would miss using the internet via a computer/ laptop. Preferred media activities among adults in Scotland do not differ from the UK as a whole.

Media use

The overall claimed volume of internet use per week among internet users in Scotland is lower than that for all UK adults (12.7 hours vs. 15.1 hours). While as likely as all UK adults to use the internet at home, adults in Scotland are less likely to use the internet at work/ at their place of education (2.2 hours vs. 3 4 hours).

When asked to think about “most weeks when they use the internet”, half of all adult internet users in Scotland (51%) say they visit “maybe one or two websites they haven’t visited before”, which does not differ to the UK overall (43%). Three in ten adults in Scotland (31%) say they “only visit websites they have visited before”, which is similar to the UK measure.

1 Differences between the nations and the UK are described as such when they are statistically significant at the 95% level, and indicated as much in the figures by arrows. 2Please see the separate reports for each nation from Ofcom’s Communications Market Report 2012 http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/ for an overview of these differences.

http://www.ofcom.org.uk/cmr

http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/

http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/


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Adults in Scotland are, however, less likely to “visit lots of websites they haven’t visited before” (17% vs. 31%).

The most commonly-mentioned internet activities carried out at least once a week by internet users in Scotland are email (75%), general online surfing/ browsing (65%) and looking at social networking sites (58%). No other online activity that we asked about is undertaken at least weekly by a majority of internet users in Scotland. In 2011, there are ten types of online activities that users in Scotland are less likely to say they do on a weekly basis, compared to all UK adult internet users: find information for work/ job/ studies (36% vs. 46%), bank and pay bills online (27% vs. 36%), watch online or download short video clips (18% vs. 26%), buy and sell things online (7% vs. 20%), find information for leisure time, including cinema and live music (10% vs. 18%), play games online (8% vs. 16%), make or receive calls over the internet (5% vs. 11%), find information about public services (1% vs. 10%), find information about health related issues (4% vs. 9%) and complete government processes online (1% vs. 5%)3

Experience of, and interest in, content creation online among internet users in Scotland is mostly driven by experience of setting up a social networking profile (61%) and uploading photos to a website (50%), as in the UK overall. In 2011 internet users in Scotland are less likely to have contributed comments to someone else’s weblog/ blog (19% vs. 28%). They are, however, more likely than all UK adults to have made a short video and uploaded it to a website (22% vs. 16%).

The most commonly-mentioned mobile phone activities carried out on a weekly basis by users in Scotland are calls (94%) and texts (83%), with a minority of mobile phone users saying that they use their mobile phone at least weekly for any of the other activities that we asked about. Mobile phone users in Scotland are less likely to say they regularly use their mobile phone to take photos (26% vs. 37%), to play games loaded on the phone (9% vs. 18%), to take videos (8% vs. 17%), to visit sites like YouTube/ Bebo to look at videos or clips posted by other people (10% vs. 15%), to download apps (7% vs. 13%), to check a bank balance (4% vs. 12%), to use features such as maps or satellite navigation to get to a destination (2% vs. 10%) or to make or receive calls over the internet (1% vs. 4%)4.

Arguably, some of the mobile phone activities that were asked about are more likely to be undertaken by those adults who use a smartphone. Adults in Scotland are, however, no less likely to use a smartphone compared to all UK adults (39% in Scotland vs. 44% in the UK).

Understanding of, and attitudes towards, media

While internet users in Scotland areas likely as all UK users to say they would be happy to provide their personal email address, their home address, mobile phone number, their home phone number or to pay by entering their credit or debit card details online, they are less likely to say they have security concerns about entering two of these types of data online: home address details (34% in Scotland vs. 49% in the UK) and paying by entering credit or debit card details (39% vs. 47%).

Internet users in Scotland also differ in terms of the types of judgements they make about websites before entering personal information, as they are more likely to make judgements based on the ‘look and feel’ of a website (such as whether it looks professional and ‘not dodgy’) (18% vs. 11%). The majority of internet users in Scotland rely on formal judgements,

3 Results from Ofcom’s Tech Tracker survey also show lower levels of types of internet use for people in Scotland compared to the all-UK average. 4 Results from Ofcom’s Tech Tracker survey also show some lower levels of types of internet use via mobile for people in Scotland compared to the all-UK average.


however, (such as padlocks or systems messages), and this does not differ from all UK users (59% vs. 56%). They are also as likely to make formal judgements (59% vs. 56%). Around one in twenty internet users in Scotland (6%) say they would not make a judgement.

Attitudes towards the internet among internet users in Scotland are similar to those among all internet users in the UK. Most agree that internet users must be protected from seeing inappropriate or offensive content (86% vs. 82%) and that people who buy things online put their privacy at risk (62% vs. 63%).

One in four internet users in Scotland (24%) say they read website terms and conditions/ privacy statements thoroughly. An identical proportion say they don’t read them at all (24%) with two in five (40%) say they only skim-read them. Close to one in ten (8%) say they are not aware of them. When re-basing these figures on those who say they are aware of website terms and conditions or privacy statements, at least one in four (27%) say they do not read them. There are no differences in any of these measures when comparing internet users in Scotland to all UK adult internet users.

Home internet users (who use a PC or laptop to go online) were asked whether they were aware of various online security measures or safety features, and for each they were aware of, whether these are installed on their home PC/ laptop. Awareness of the following three security measures/ safety features is higher in Scotland than in the UK as a whole: firewalls (94% vs. 88%), email filters that can block unwanted or spam emails (88% vs. 79%) and anti-spyware (86% vs. 74%). This increased awareness does not, however, always lead to increased use of these security features; adults in Scotland are more likely only to have firewalls (86% vs. 77%) or anti-spyware installed (66% vs. 56%). They are as likely as all UK internet users to have installed anti-virus software or email filters that can block unwanted or spam emails. They are also as likely as all UK internet users to delete cookies from their web browser or to protect their home wireless connection.

Internet users were prompted with a list of possible negative online experiences and were asked whether they had experienced any of these in the past year. Compared to all UK internet users, those in Scotland were less likely to have experienced any of the nine events in the past 12 months (52% vs. 66%). This is because they are less likely to have had experience of four out of the nine events: spam or unwanted emails (38% vs. 51%), unsolicited emails or instant messages directing them to websites asking for personal details (19% vs. 38%), emails being sent from their email address without their consent (3% vs. 9%) or someone accessing their email account without authorisation (1% vs. 7%).

Media funding and regulation

Among adults in Scotland, the majority are aware of the main sources of funding for TV programmes and for radio stations, and fewer are aware of how either the BBC website or commercial search engines are funded. Awareness levels are lower in Scotland, compared to the UK as a whole, about sources of funding for commercial TV programmes (64% vs. 75%) and commercial radio programmes (58% vs. 66%).

The majority of adults in Scotland believe that content on TV and on radio is regulated, and a minority believe that content on the internet, mobile phones or gaming is regulated. Adults in Scotland are less likely than those in the UK as a whole to say that radio content is regulated (66% vs. 74%) and are more likely to be unsure (30% vs. 21%). They are also more likely to be unsure about whether online content is regulated (45% vs. 36%)


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Trust and concerns about media

The majority of adults in Scotland using each medium say that they tend to trust the news output from TV and from news websites. Adults in Scotland are more likely than those in the UK as a whole to say they trust the news output from TV (71% vs. 59%). They are also less likely to disagree that they tend to trust what they see on news websites (13% vs. 21%).

More than half of all search engine users in Scotland (56%) respond that some of the websites returned will be accurate or unbiased, which is similar to the UK as a whole (57%). They are however, less likely than all UK adults to believe that search results will contain accurate and unbiased information (15% vs. 24%).

The proportion of users in Scotland mentioning any concerns is similar to that found in the UK as a whole, for each of television, the internet and mobile phones. Radio users in Scotland are, however, less likely to have concerns about radio (1% vs. 8%). As with the UK as a whole, the only media platform that a majority of users in Scotland have concerns about is the internet (57%).

As with all UK internet users, concern about what is on the internet mostly relates to offensive or illegal content. Users in Scotland are, however, more likely than all UK users to have concerns relating to risks to others/ risks to society, such as people masquerading as younger people online or websites instructing on suicide or terrorism (24% vs. 14%).

Adults in Scotland with any televisions in the household are no different to all UK adults in terms of having any concerns about what is on television (37% vs. 39%) and are as likely to have concerns that relate to quality of content/ repeats (22% vs. 23%), offensive content (17% vs. 19%), advertising/ sponsorship (7% vs. 5%), and ‘don’t trust /fixed/ biased’ (2% vs. 1%).


1.2 Wales


In 2011, the regular media use of adults in Wales does not differ to that of the UK as a whole. The majority of adults in Wales, therefore, regularly watch television (97%), use a mobile phone (80%), read newspapers/ magazines (75%), listen to the radio (76%), use the internet via a computer/ laptop (69% vs. 72%) and watch videos/ DVDs (64% vs. 59%).

Similarly, there are no differences among adults in Wales, compared to all UK adults, in the media activities they would miss the most. One in two adults in Wales say they would miss television (49%), close to one in five (17%) say they would miss using the internet via a computer/ laptop and one in seven (14%) are most likely to miss their mobile phone.

Media use

The overall claimed volume of internet use per week among users in Wales is not statistically different to that for all UK adults who use the internet at home or elsewhere (15.9 hours vs. 15.1 hours). Internet users in Wales are, however, more likely than all UK adults to spend more hours online at home per week (12.3 hours vs. 10.5 hours). When asked to think about “most weeks when they use the internet”, half of all adults in Wales (50%) say they visit “maybe one or two sites they haven’t visited before”, as in the UK overall (43%). One in five adults in Wales (19%) say they “only visit websites they have visited before”, as in the UK overall (24%).

The most commonly-mentioned internet activities carried out at least once a week by internet users in Wales are email (81%), general surfing/ browsing the internet (68%), looking at social networking sites (52%), and finding information for work/ job/ studies (47%). The types of activities undertaken at least once a week by internet users in Wales are mostly similar to those undertaken by internet users in the UK as a whole. Users in Wales are, however, more likely to use the internet at least weekly for Instant Messaging/ online chat rooms (39% vs. 30%).

Experience of, and interest in, content creation online among internet users in Wales is mostly driven by experience of setting up a social networking profile (66%) and uploading photos to a website (52%), as with the UK overall. Adults in Wales are twice as likely as all UK internet users to say they have set up a blog (16% vs. 8%).

The most commonly-mentioned mobile phone activities carried out on a regular basis by users in Wales are calls (91%) and texts (794%), with a minority of mobile phone users saying that they regularly use their mobile phone for any of the other activities that we asked about. While responses from mobile phone users in Wales mostly do not differ from all UK mobile phone users, they are less likely to say they regularly use their mobile phone for sending or receiving text messages (79% vs. 87%).

Understanding of, and attitudes towards media

In 2011, internet users in Wales do not differ from all UK internet users in terms of their attitudes to providing four of the five types of personal details online that we asked about. They are, however, less likely to say they would never provide their home phone number (16% vs. 23%).

Over half of all internet users in Wales (59%) say they would make a formal judgement about a website (such as a padlock or system messages) before entering personal information, which is also the case for all UK internet users (56%). As with the UK overall,


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around one in ten internet users in Wales say they would not make any type of judgement about a website (9%).

While internet users in Wales are as likely as all UK internet users to agree that users must be protected from seeing inappropriate or offensive content (86% vs. 82%), they are less likely than all UK users to agree that people who buy things online put their privacy at risk (54% vs. 63%).

More than three in ten adult internet users in Wales (31%) say they read website terms and conditions/ privacy statements thoroughly, as in the UK as a whole. One in five internet users (22%) in Wales say that they are aware of them and don’t read them. As such, (and unlike in the other nations), a larger proportion of internet users in Wales say they read them than say they do not read them (31% vs. 22%). Around one in ten (9%) say they are not aware of them. When re-basing these figures on those who say they are aware of website terms and conditions or privacy statements, one in four (25%) say they do not read them, which does not differ to the UK as a whole (27%).

Home internet users (who use a PC or laptop to go online) were asked whether they were aware of various online security measures or safety features, and for each, they are aware of whether these are installed on their home PC/ laptop. Awareness of the following three security measures/ safety features is lower in Wales than in the UK as a whole: email filters that can block unwanted or spam emails (62% vs. 79%), deleting cookies from a web browser (52% vs. 69%) and protecting a home wireless connection to prevent other people outside the home from using it (56% vs. 72%). Compared to the UK as a whole, home internet users in Wales are less likely to use email filters that can block spam (46% vs. 63%), to delete cookies from a web browser (35% vs. 53%) or to protect a home wireless connection (43% vs. 52%).

Internet users were prompted with a list of possible negative online experiences and were asked whether they had experienced any of these in the past year. Internet users in Wales are as likely as all UK users to have experienced any of the nine events in the past 12 months (66% overall vs. 62% in Wales).


The majority of adults in Wales are aware of the main sources of funding for TV programmes and for radio stations, and a minority are aware of the main source of funding for either the BBC website or for commercial search engines. Compared to all UK adults, those in Wales are less likely to be aware of sources of funding for the BBC website (36% vs. 47%) or for search engine websites (27% vs. 34%). They are also less likely to be aware of the main sources of funding for commercial radio stations (55% vs. 66%).

The majority of adults in Wales believe that content on TV (82%) and on radio (65%) is regulated. Considerably fewer believe that gaming content (44%) or online content is regulated (37%), and three in ten (30%) believe that mobile phone content is regulated. In 2011, adults in Wales are less likely than all UK adults to believe that radio is regulated (65% vs. 74%).


A similar proportion of those in Wales using each medium say that they tend to trust the news output from TV (61%) and from news websites (61%). There are no differences in either of these measures when comparing adults in Wales to all UK adults.


Among those who use search engines, adults in Wales are as likely as those in the UK as a whole to respond that the websites returned from a search will have accurate and unbiased information (25% vs. 24%), and that some will and some won’t be accurate or unbiased (52% vs. 57%).

As with the UK as a whole, four in ten with any TVs in the household have concerns about what is on TV (43% vs. 39%), around two in ten mobile phone users have concerns about mobile phones (18% vs. 20%) and around one in ten (or fewer) listeners have concerns about what is on radio (6% vs. 8%). Internet users in Wales are less likely to have concerns about the internet, compared to all UK internet users (41% vs. 50%). Internet users in Wales are, however, no less likely to have concerns relating to offensive or illegal content (28% vs. 33%), security/ fraud (22% vs. 21%), risks to others/ society (17% vs. 14%), personal privacy (5% vs. 8%) and advertising (4% vs. 7%).

In addition to being as likely as all UK adults to have any concerns, adults in Wales with televisions in the household are as likely to have concerns relating to: quality of content/ repeats (21% vs. 23%), offensive content (24% vs. 19%), advertising/ sponsorship (3% vs. 5%) or ‘not trusting/ fixed/ biased’ (1% for both).


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1.3 Northern Ireland


Nearly all adults in Northern Ireland watch television regularly (98%), and around nine in ten regularly use a mobile phone (87%). Around eight in ten listen to radio (78%) and seven in ten read newspapers/ magazines (69%) or regularly use the internet via a computer/ laptop (66%). There is only one difference compared to the UK as a whole; adults in Northern Ireland are more likely to regularly watch television (98% vs. 95%).

When asked which medium they would miss the most, more than four in ten adults in Northern Ireland (43%) say television, as with the UK overall (46%). Preferred media activities among adults in Northern Ireland do not differ to all UK adults.

Media use

The overall claimed volume of internet use per week among internet users in Northern Ireland does not differ (in terms of being statistically significant) to that for all UK adult internet users (13.6 hours vs. 15.1 hours). Compared to all UK internet users, those in Northern Ireland are more likely to say they “only visit websites they’ve visited before” in most weeks (41% vs. 24%) and less likely to say they visit “lots of websites they haven’t visited before” (17% vs. 31%).

The most commonly-mentioned internet activities carried out at least once a week by internet users in Northern Ireland are: general surfing/ browsing the internet (76%), sending/ receiving email (72%), looking at social networking sites (59%) and finding information for work/ job/ studies (43%). The types of activities undertaken at least once a week are mostly similar to those for all UK users, with two exceptions; users in Northern Ireland are more likely to watch online or download short video clips (37% vs. 26%) and listen to or download music online (35% vs. 22%).

As with the UK overall, experience of, and interest in, content creation online among internet users in Northern Ireland is mostly driven by experience of setting up a social networking site profile (61%) and uploading photos to a website (63%). However, experience of uploading photos (63% vs. 54%) is more likely among users in Northern Ireland than among all UK users.

Mobile phone users in Northern Ireland are as likely as those in the UK to use their mobile phone at least weekly to make/ receive calls (95% vs. 93%) or send/receive texts (both 87%). As with all UK mobile phone users, a minority of those in Northern Ireland regularly use their phone for any of the other types of activities that we asked about. There is only one weekly use that differs to that in the UK as a whole: mobile phone users in Northern Ireland are less likely to use features such as maps or satellite navigation (4% vs. 10%).

Understanding of, and attitudes towards, media

In 2011, internet users in Northern Ireland are more likely than all UK internet users, to say they would never provide their personal email address (19% vs. 12%) or their mobile phone number (30% vs. 21%). While no more likely to say they would never provide credit or debit card details (20% vs. 16%), internet users in Northern Ireland are less likely to say they would be happy to provide these details (21% vs. 31%). Users in Northern Ireland are as likely as all UK internet users to be happy to provide information such as their home address or home phone number.


Internet users in Northern Ireland do not differ from those in the UK as a whole in terms of the types of judgements made about websites before entering personal information, with one in two (51%) making formal judgements (such as looking for padlocks or other system messages) and more than one in two (55%) making peer/ recommendation judgements (online reviews or recommendations from friends). Fewer than one in ten (5%) say they would not trust any site to be secure or would not make any type of judgement (6%).

Attitudes among internet users in Northern Ireland are similar to those in the UK overall; they agree that internet users must be protected from seeing inappropriate or offensive content (83% vs. 82%) and that people who buy things online put their privacy at risk (66% vs. 63%).

Around one in four adult internet users in Northern Ireland (23%) say they read website terms and conditions/ privacy statements thoroughly, which does not differ to the UK as a whole. A similar proportion say that they are aware of them or don’t read them (26%). Fewer than one in ten (6%) say they are not aware of them. When re-basing these figures on those who say they are aware of website terms and conditions or privacy statements, close to three in ten (28%) say they do not read them, which does not differ to the UK as a whole (27%).

Home internet users in Northern Ireland (who use a PC or laptop to go online) are closest to those in the UK, in terms of their awareness and use of the online safety measures/ security features that we asked about. They are, however, more likely to be aware of firewalls (94% vs. 88%). While a small minority of those in Northern Ireland say they do not delete cookies from their web browser, because they don’t know how to do this (6%), this measure is higher than for the UK as a whole (1%).

Internet users were prompted with a list of possible negative online experiences and were asked whether they had experienced any of these in the past year. Internet users in Northern Ireland are more likely than all UK users to have experienced any of the nine events in the last 12 months (80% vs. 66%). Around two in three internet users in Northern Ireland have received spam/ unwanted emails in the past 12 months (65% vs. 51%), with two in five saying they have had a computer virus (41% vs. 29%). Seven per cent say they have had their credit card details stolen as a result of an online transaction, compared to only 2% in the UK.


Among adults in Northern Ireland, the majority are aware of the main sources of funding for TV programmes and for commercial radio stations, and a minority are aware of funding for BBC radio stations, the BBC website or commercial search engines. While awareness of the main source of funding for commercial television, radio stations and search engine websites is comparable to that of all UK adults, those in Northern Ireland are less likely to be aware of the sources of funding for BBC radio stations (46% vs. 63%) and for the BBC website (35% vs. 47%).

Adults in Northern Ireland are as likely as all UK adults to believe that content on TV (80%), radio (76%), the internet (39%), gaming (42%) and mobile phones (33%) is regulated.


The majority of users in Northern Ireland agree that they tend to trust the news output from TV (65%) or news websites (58%). Both of these measures are comparable to those for all UK internet users.


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Half (49%) of all search engine users in Northern Ireland respond that some of the websites returned by a search will be accurate or unbiased while others will not be, which is similar to the UK as a whole (57%).

The proportion of users in Northern Ireland mentioning any concerns is higher for the internet (61% vs. 50%), television (54% vs. 39%) and mobile phones (29% vs. 20%). There are no differences in concerns about radio (9% vs. 8%). Looking specifically at online concerns, internet users in Northern Ireland are more likely to be concerned about offensive/ illegal content (49% vs. 33%) and about risks to others/ society (22% vs. 14%).

Adults in Northern Ireland with televisions in the household are also more likely to be concerned about offensive content (37% vs. 19%), advertising/ sponsorship (11% vs. 5%) or because they consider it untrustworthy/ fixed/ biased (3% vs. 1%).


Section 2

2 Table of Figures Figure 1: Regular media activities, by nation: 2011 ............................................................. 13 Figure 2: Most-missed media activity, by nation: 2011 ........................................................ 14 Figure 3: Claimed volume of internet use per week, by nation: 2011 ................................... 14 Figure 4: Visits to new websites in most weeks when the internet is used, by nation:

2011 .................................................................................................................... 15 Figure 5: Internet activities carried out at least once a week, by nation: 2011 ..................... 16 Figure 6: Experience of and interest in using the internet for creative activities, by nation:

2011 .................................................................................................................... 17 Figure 7: Mobile phone activities carried out at least once a week, by nation: 2011 ............ 18 Figure 8: Personal details prepared to enter online, by nation: 2011 ................................... 19 Figure 9: Types of judgements made about a website before entering personal details,

by nation: 2011 .................................................................................................... 20 Figure 10: Internet users’ attitudes– people who buy things online put their privacy at

risk, internet users must be protected from content, by nation: 2011 ................... 21 Figure 11: Awareness of, and reaction to, website terms and conditions/ privacy

statements, by nation: 2011 ................................................................................. 22 Figure 12: Security measures/ safety features installed on PC/ laptop used at home, by

nation: 2011 ......................................................................................................... 23 Figure 13: Experience of negative types of online activity in last 12 months, by nation:

2011 .................................................................................................................... 24 Figure 14: Awareness of the main source of funding for BBC television programmes,

radio stations and website, by nation: 2011 ......................................................... 25 Figure 15: Awareness of the main source of funding for commercial television

programmes, radio stations and search engine websites, by nation: 2011 ........... 25 Figure 16: Belief that content is regulated, by nation: 2011 ................................................. 26 Figure 17: Agreement with statement – When I watch TV news/ visit news websites I

tend to trust what I see/ read or see, by nation: 2011........................................... 27 Figure 18: Search engine user attitudes towards the accuracy or bias of the websites

returned by a search, by nation: 2011 .................................................................. 28 Figure 19: Concerns about key media platforms, by nation: 2011 ....................................... 28 Figure 20: Concerns about the internet, by nation: 2011 ..................................................... 29 Figure 21: Concerns about television, by nation: 2011 ........................................................ 29


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Section 3

3 Media literacy, by nation: charts Figure 1: Regular media activities, by nation: 2011

Use a mobile phone/

smartphone

95

82

73 74 72

59

44

34

25

17

94

81

72 73 72

58

43

33

25

17

97

85

74 75

70 70

58

38

23

18

97

80

75 76

69

64

40

35

22

16

98

87

69

78

66

48

38

30

25

15

A1 – Which of the following do you regularly do? (Prompted responses, multi-coded)Base: All adults aged 16+ (1823 UK, 1122 England, 243 Scotland, 237 Wales, 221 Northern Ireland). Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011

Scot

landUK

Engl

and

Wal

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Watch television

Read newspapers/ magazines

Use the internet

via a computer/

laptop

Watch videos/ DVDs

Play console/ computer

games

Listen to the radio

Listen to music on hi-fi/ CD/ tape

player

Listen to portable

music device/ MP3 player

Use a portable media player

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Figure 2: Most-missed media activity, by nation: 2011

Figure 3: Claimed volume of internet use per week, by nation: 2011

22 2

32 2 2 33 3 4

34

8 8 7 109

18 18 1814

18

17 1713

17

18

46 4549 49

43

22 2 2

UK England Scotland Wales N Ireland

Watch television

Use the internet viacomputer/ laptop

Use a mobile phone

Listen to the radio

Read newspapers/magazines

Listen to music on a hi-fi/CD or tape player

Play console/ computergames

Listen to a portable musicdevice/ MP3 player

Watch videos/ DVDs

Use a portable mediaplayer

A2 – Which one of these would you miss doing the most? (Prompted responses, single coded)Base: All adults aged 16+ (1823 UK, 1122 England, 243 Scotland, 237 Wales, 221 Northern Ireland). Significance testing shows anydifference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011

9.7

12.3

9.1

10.6

10.5

2.4

2.2

2.2

3.6

3.4

1.5

1.4

1.4

1.1

1.2

0.0 4.0 8.0 12.0 16.0 20.0

N Ireland

Wales

Scotland

England

UK

At home At workplace/ place of education Anywhere else

IN6A-C – How many hours in a typical week would you say you use the internet at home/ at your workplace or place of education/ anywhere else? (Unprompted responses, single coded)Base: All adults aged 16+ who use the internet at home or elsewhere (1369 UK, 848 England, 182 Scotland, 176 Wales, 163 Northern Ireland). Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011

15.1 hours

15.9 hours

13.6 hours

15.3 hours

12.7 hours


15

Figure 4: Visits to new websites in most weeks when the internet is used, by nation: 2011

2431

19

41

43 42

51

50

40

31 32

1730

17

2 2 2 1 2

23


Don't know

Visit lots of websitesthat you haven't visitedbefore

Visit maybe one or twosites that you haven'tvisited before

Only visit websites thatyou've visited before

IN13 – In most weeks when you use the internet, would you say that you… (Prompted responses, single coded)Base: All adults aged 16+ who use the internet at home or elsewhere (1369 UK, 848 England, 182 Scotland, 176 Wales, 163 Northern Ireland). Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011


Figure 5: Internet activities carried out at least once a week, by nation: 2011


Sending and receiving emails 79% 79% 75% 81% 72%

General surfing/ browsing the internet 73% 73% 65% 68% 76%Looking at social networking sites 53% 52% 58% 52% 59%

Finding information for your work/ job/ studies 46% 47% 36% 47% 43%Banking and paying bills online 36% 37% 27% 31% 38%

Looking at news websites 31% 32% 24% 28% 39%

Using online chat rooms or Instant Messaging 30% 30% 33% 39% 26%Watch online or download short video clips 26% 27% 18% 22% 37%

Listen to or download music online 22% 22% 21% 24% 35%

Buying and selling things online 20% 21% 7% 22% 20%

Finding information for your leisure time including cinema and live music

18% 19% 10% 21% 25%

Watch online or download TV programmes or films 18% 18% 12% 16% 20%

Playing games online 16% 17% 8% 16% 18%

Looking at job opportunities 16% 16% 16% 14% 20%

Downloading software 13% 12% 13% 13% 15%

Making or receiving calls over the internet ( e.g. Skype)

11% 11% 5% 12% 14%

Listening to radio stations online 11% 11% 8% 12% 15%

Finding information about public services provided by local or national government

10% 11% 1% 6% 7%

Maintaining a website or blog 10% 9% 10% 13% 14%

Finding information about health related issues 9% 9% 4% 10% 10%Finding information for booking holidays 7% 7% 4% 6% 9%Send or receive Twitter updates 7% 7% 5% 7% 11%

Complete government processes online 5% 5% 1% 4% 6%

Doing an online course to achieve a qualification 4% 5% 2% 2% 6%Looking at political/ campaign/ issues websites 3% 3% 2% 2% 5%Online gambling 3% 3% 2% 2% 3%

Looking at adult only websites 2% 2% 1% 1% 2%

Visiting dating websites 1% 1% 2% 1%

Sign an online petition 1% 1% 1% 1%

Contact a local councillor or your MP online 1% 1% 1% 2%

IN14/15 – Could you please tell me from this list the types of things you currently do using the internet, and how often you do each? (Prompted responses, single coded)Base: All adults aged 16+ who use the internet at home or elsewhere (1369 UK, 848 England, 182 Scotland, 176 Wales, 163 Northern Ireland). Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011


17

Figure 6: Experience of and interest in using the internet for creative activities, by nation: 2011

6

10

109911

161088

1314

221516

1318

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6352

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Done this Interested in doing this Not interested Don't know

IN19A-G – I’m going to read out a number of things people might do online. Please tell me for each one I read out if you’ve done it, or you’d be interested in doing it, or not interested. (prompted responses, single coded)Base: All adults aged 16+ who use the internet at home or elsewhere (1369 UK, 848 England, 182 Scotland, 176 Wales, 163 Northern Ireland). Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011

Uploaded photos to a website

Set up your own social networking page or profile

Contributed comments to someone else’s weblog or blog

Set up your own website

Set up your own weblog/ blog

Contributed to a collaborative website such as Wikipedia

Made a short video and uploaded it to a website


Figure 7: Mobile phone activities carried out at least once a week, by nation: 2011


Make or receive calls 93% 93% 94% 91% 95%

Send or receive text messages 87% 87% 83% 79% 87%

Take photos 37% 39% 26% 38% 39%

Visit websites 31% 32% 24% 29% 26%

Visit social networking sites 29% 29% 26% 27% 26%

Listen to music 28% 28% 25% 28% 28%

Send or receive email 25% 26% 22% 22% 22%

Send or receive photo messages 21% 21% 15% 22% 21%

Play games that are loaded on the phone 18% 19% 9% 14% 18%

Take videos 17% 18% 8% 17% 14%

Visit sites like YouTube or Bebo to look at videos or clips posted by other people

15% 16% 10% 15% 11%

Download apps/ applications (including games)

13% 13% 7% 13% 11%

Check your bank balance 12% 13% 4% 10% 7%

Use features such as Maps or satellite navigation to get to where you want to go/ plot a route to a destination

10% 11% 2% 8% 4%

Use Instant Messaging services 8% 9% 6% 11% 6%

Play games over the internet 7% 7% 5% 7% 3%

Send or receive video clips 6% 7% 3% 5% 4%

Send or receive Twitter updates 6% 7% 3% 7% 6%

Put photos or videos on sites like YouTube or Bebo for others to see

6% 6% 5% 5% 5%

Use your phone to make or receive calls over the internet on services such as Skype

4% 5% 1% 4% 1%

Watch TV programmes 4% 4% 1% 4% 2%

M8A-M8U – Please tell me from this list the types of things you use your mobile phone for, and how often you do each.Base: All adults aged 16+ who use a mobile phone (1647 UK, 1008 England, 229 Scotland, 209 Wales, 201 Northern Ireland). Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011


19

Figure 8: Personal details prepared to enter online, by nation: 2011

21

34

31

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28

28

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Happy to do this Have some concerns about doing thisWould never do this Not applicable/ I don't have thisDon't know

8

IN31A-E – I’m going to read out some types of information you could be asked to enter when you’re on the internet, and for each one I’d like you to say how you would feel about doing this in terms of any security concerns. (prompted responses, single coded)Base: All adults aged 16+ who use the internet at home or elsewhere (1369 UK, 848 England, 182 Scotland, 176 Wales, 163 Northern Ireland). Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011

Entering your personal email address

Entering your home address details

Paying by entering your credit or debit card details (2011)

Entering your home phone number

Entering your mobile phone number


Figure 9: Types of judgements made about a website before entering personal details, by nation: 2011

5648

115

10

5549

115

10

59

43

188 6

59

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6 9 9

51 55

115 6

IN32 – Could you tell me whether you would make a judgement about a website before entering these types of details? (credit/ debit card details, home/ mobile number, home/ e-mail address) How would you judge whether a website is secure? (unprompted responses, multi-coded)Base: All adults aged 16+ who use the internet at home or elsewhere (1369 UK, 848 England, 182 Scotland, 176 Wales, 163 Northern Ireland). Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011

Formal judgements

(e.g. Padlock, system messages)

Peer/ recommendation

judgements(e.g. Online review,

recommendation from a friend)

Look and feel judgements

(e.g. Looks professional/ not

dodgy)

Would not trust any site to be

secure

Would not make a

judgement

UK

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21

Figure 10: Internet users’ attitudes– people who buy things online put their privacy at risk, internet users must be protected from content, by nation: 2011

83

86

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66

54

62

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63

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Agree strongly/ slightly Neither/ nor Disagree strongly/ slightly Don’t know

IN35C/ E– Here are some things people sometimes say about using the internet. Whether you use the internet or not can you please tell me to what extent you agree or disagree with each statement using the scale on this card. (Prompted responses, single coded)Base: All adults aged 16+ who use the internet at home or elsewhere (1369 UK, 848 England, 182 Scotland, 176 Wales, 163 Northern Ireland). Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011

Internet users must be protected from seeing inappropriate or offensive content

People who buy things online put their privacy at risk


Figure 11: Awareness of, and reaction to, website terms and conditions/ privacy statements, by nation: 2011

23

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40

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26

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9

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31

Northern Ireland

Wales

Scotland

England

UK

I read them thoroughly I skim through them without reading them thoroughlyI'm aware of them but don't read them I'm not aware of themDon't know

IN38 – There are a number of ways you can control who has access to and what is done with your personal information online. One way is to read the company’s terms and conditions and/ or privacy statements to inform your decision about whether to use a website or service. Which of the following statements best describes what you do about website terms and conditions or privacy statements? (prompted responses, single coded)Base: Adults aged 16+ who use the internet at home or (1369 UK, 848 England, 182 Scotland, 176 Wales,163 Northern Ireland) Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011

AMONG ALL AWARE – Those that do not read

them

27%

27%

27%

25%

28%


23

Figure 12: Security measures/ safety features installed on PC/ laptop used at home, by nation: 2011

59

535252

5835

565353

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665656

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716263

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Have/ use this Don't have/ use - because don't know howDon't have/ use - for some other reason Don't know if have/ use thisNot aware of this

IN7/ IN8A-H – Before today, which, if any, of the following online security measures or safety features had you heard of?/ For each of these measures or features you had heard of, could you please choose one option from the card to say whether or not you have or use this on the computer that you use at home? (prompted responses, single coded)Base: Adults aged 16+ who use the internet at home through a PC/ laptop/ netbook/ tablet (1263 UK, 786 England, 163 Scotland, 169 Wales, 145 Northern Ireland). Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011

Anti-virus software

Firewall

Email filters that can block unwanted or

spam emails

Anti spyware

Protecting your home wireless (Wi-Fi)

connection to prevent other people outside your

home from using it

Deleting cookies from your web browser


Figure 13: Experience of negative types of online activity in last 12 months, by nation: 2011


Received spam or unwanted emails 51% 52% 38% 51% 65%

A computer virus on your home PC or laptop 29% 29% 22% 27% 41%Unsolicited email or instant messages directing you to a website which asked for your personal details

28% 29% 19% 21% 35%

Seen something online that you consider to be nasty or offensive

9% 9% 6% 7% 10%

Emails being sent from your email address without your consent

9% 9% 3% 8% 11%

Someone accessing your email account without authorisation

7% 8% 1% 4% 9%

Bought something online which was misrepresented/ got scammed/ ‘ripped off’ through an online transaction

4% 4% 1% 5% 5%

Your credit card details being stolen as a result of an online transaction

2% 2% 2% 4% 7%

Being a victim of online identity theft 2% 2% 1% 1% 3%

ANY OF THESE 66% 67% 52% 62% 80%

ANY EXCLUDING EXAMPLES OF ‘SPAM’ 40% 41% 29% 40% 54%

IN9 – Which, if any, of the following have you personally experienced in the last 12 months? (prompted responses, multi-coded)Base: All adults aged 16+ who use the internet at home or elsewhere (1369 UK, 848 England, 182 Scotland, 176 Wales, 163 Northern Ireland). Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011


25

Figure 14: Awareness of the main source of funding for BBC television programmes, radio stations and website, by nation: 2011

Figure 15: Awareness of the main source of funding for commercial television programmes, radio stations and search engine websites, by nation: 2011

78787878

72

6364

5957

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Correct response Incorrect response Don't know

T3/ R2/ IN25 - How would you say BBC TV programmes are mainly funded? / How would you say BBC radio stations are mainly funded?/ How do you think the BBC's website is mainly funded (unprompted responses, single coded)Base: All adults aged 16+ (1823 UK, 1122 England, 243 Scotland, 237 Wales, 221 Northern Ireland). Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011

BBC TV programmes

BBC radio stations

BBC website

T4/ R3/ IN26 - How would you say programmes are mainly funded on ITV, Channel 4 and Five?/ How would you say the other main radio stations are mainly funded?/ How do you think search engine websites such as Google or Ask.com are mainly funded? (unprompted responses, single coded)Base: All adults aged 16+ (1823 UK, 1122 England, 243 Scotland, 237 Wales, 221 Northern Ireland). Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011

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England

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Correct response Incorrect response Don't know

Commercial TV programmes

Commercial radio stations

Search engine websites


Figure 16: Belief that content is regulated, by nation: 2011

82

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Yes No Don't know

T6/ R5/ IN28/ M7/ G7 - As far as you know, are TV programmes regulated/ is radio regulated in terms of what can be broadcast/ is the internet regulated in terms of what can be shown and written/ is mobile phone content – such as internet surfing and downloading videos from websites on your mobile - regulated/ is gaming regulated at all? (prompted responses, single coded)Base: All adults aged 16+ (1823 UK, 1122 England, 243 Scotland, 237 Wales, 221 Northern Ireland). Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011

TV

Radio

Internet

Mobile phone

Gaming


27

Figure 17: Agreement with statement – When I watch TV news/ visit news websites I tend to trust what I see/ read or see, by nation: 2011

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England

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Northern Ireland

UK

England

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Wales

Northern Ireland

Agree Neither agree nor disagree Disagree Don't know

T7B/ IN36A – Please use this card to tell me the extent to which you agree or disagree with some things that other people have said about television/ the internet. (Prompted responses, single coded)Base: All adults aged 16+ with any TVs in the home (1798 UK, 1107 England, 238 Scotland, 234 Wales, 219 Northern Ireland), All adults aged 16+ who use the internet at home or elsewhere and respond regarding news websites (1369 UK, 848 England, 182 Scotland, 176 Wales, 163 Northern Ireland). Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011

When I watch TV news I tend to trust what I see

When I visit news websites I tend to trust what I read or see


Figure 18: Search engine user attitudes towards the accuracy or bias of the websites returned by a search, by nation: 2011

Figure 19: Concerns about key media platforms, by nation: 2011

2415

25 26

57 57

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52 49

14 1324

17 19

5 5 5 6 6

24


Don't know

I don't really think aboutwhether or not they haveaccurate or unbiasedinformation, I just use thesites I like the look of

I think that some websiteswill be accurate orunbiased and some won'tbe

I think that if they havebeen listed by the searchengine, these websiteswill have accurate andunbiased information

IN40– When you use a search engine to find information, you enter a query in the search box and the search engine will then show some links to websites in the results pages. Which one of these is closest to your opinion about the level of accuracy or bias of the information detailed in the websites that appear in the results pages? (Prompted responses, single coded)Base: All adults aged 16+ who ever use search engines (1285 UK, 797 England, 171 Scotland, 167 Wales, 150 Northern Ireland). Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011

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IN27/ T5/ M3/ R4 – Can you tell me if you have any concerns about what is on the internet/ TV/ mobile phones/ radio? (unprompted responses, multi-coded)Base: All adults aged 16+ who use the internet at home or elsewhere (1369 UK, 848 England, 182 Scotland, 176 Wales, 163 Northern Ireland), with any TVs at home (1798 UK, 1107 England, 238 Scotland, 234 Wales, 219 Northern Ireland), who use a mobile phone (1647 UK, 1008 England, 229 Scotland, 209 Wales, 201 Northern Ireland), who listen to radio at home (1372 UK, 852 England, 181 Scotland, 175 Wales, 164 Northern Ireland). Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011

Television RadioInternet Mobile phone

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29

Figure 20: Concerns about the internet, by nation: 2011

Figure 21: Concerns about television, by nation: 2011

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2013

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IN27 – Can you tell me if you have any concerns about what is on the internet? (Spontaneous responses, multi-coded)Base: All adults aged 16+ who use the internet at home or elsewhere (1369 UK, 848 England, 182 Scotland, 176 Wales, 163 Northern Ireland) Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011

Any concerns Offensive/ illegal content

Security/ fraud Risks to others/ society

Personal privacy AdvertisingU

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T7 – Can you tell me if you have any concerns about what is on TV? (Spontaneous responses, multi-coded)Base: All adults with any TVs at home (1798 UK, 1107 England, 238 Scotland, 234 Wales, 219 Northern Ireland ). Significance testing shows any difference between any nation and the UK.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011

Any concerns Offensive content

Quality of content/ repeats

Advertising/ sponsorship

Don’t trust/ fixed/ biased

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Documents

Annex A: Adults’ media literacy in the nations...Annex A: Adults’ media literacy in the nations 3 Adults in Scotland are, however, less likely to “visit lots of websites they