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The Home of Researchers November, 2013
New Media Usage Tracker - 2013 Follow Up Study
New Media Usage
New Media Usage
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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, geo-economical region and education
• Data collection is performed in November 2013
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Context
3
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. 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.
New Media Usage
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4
Interest in political and social events in Serbia? To what extent are you interested in following political
and social events in Serbia?
31%
13%
44%
24%
31%
16%
16%
2%
21%
12%
33%
28%
39%
20%
19%
1%
23%
13%
37%
26%
36%
20%
16%
1%
1 - Not interested atall
2 - Mainly notinterested
NOT INTERESTED(1+2)
3 - Both yes and no
INTERESTED (4+5)
4 - Mainlyinterested
5 - Very muchinterested
Do not know
201120122013
Base: Total target population
New Media Usage
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Main source of information
Which medium do you follow the most to collect information in general? Base: Total target population
68
66
71
77
35
66
84
85
21
21
18
13
54
24
7
3
8
9
7
7
8
6
6
10
1
3
3
2
0
1
1
1
0
0
1
1
1
Total 2013
Total 2012
Total 2011
Total 2010
12-29
30-44
45-65
66 +
% TV % Internet % Daily newspapers % Radio % Other
2013
New Media Usage
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How often do you…? – Digital natives (12-29)
42
45
41
36
84
84
68
4
4
4
4
5
6
6
7
5
5
7
4
4
9
4
3
3
3
3
3
41
44
48
2
4
5
9
81 5 5
1
3
39Use Internet (Total Population) - 2013
Use Internet (Total Population) - 2012
Use Internet (Total Population) - 2011
Use Internet (Total Population) - 2010
Use Internet (Digital Natives) - 2013
Use Internet (Digital Natives) - 2012
Use Internet (Digital Natives) - 2011
Use Internet (Digital Natives) - 2010
Every day 4 - 6 times a week 2 -3 times a week Once a weekSeveral times a month Once a month Less than once a month Never
To start with, how often do you follow certain media. How often do you... 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
New Media Usage
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Purpose of using internet
For which of the following purposes do you use Internet? Multiple answers; Base: Internet users wave-2013 (61% of target population)
78%
67%
55%
53%
53%
43%
44%
29%
28%
21%
27%
23%
17%
4%
Browsing information about products, services,companies, cu
Getting informed, reading news
Social networks(Facebook, MySpace, Twitter)
Sending/receiving electronic mail (e-mail)
Chatting (Skype, msn, gtalk, Yahoo messenger..)
Downloading music and other contents
Watching movies
Listening to programs of radio stations via Internet (live o
Computer games
Leaving messages on Internet forums / reading blogs
Purchasing via internet, payments via Internet, Internetban
Playing on-line games
Watching the programs of TV channels on Internet (live orpo
Other2013
New Media Usage
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8
When browsing Internet? 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.
From06:00 to
08:59
From09:00 to
09:59
From10:00 to
11:59
From12:00 to
13:59
From14:00 to
14:59
From15:00 to
16:59
From17:00 to
18:59
From19:00 to
19:59
From20:00 to
21:59
From22:00 to
23:59
From00:00 to
01:59
From02:00 to
05:59
2013
2012
2011
2010
DIGITAL NATIVES 12-29 (2013)
Base: Internet users (52% of target population) - 2010 (54% of target population) – 2011 (56% of target population) - 2012
New Media Usage
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Social networks – Have a profile In which social networks do you have open profile? Base: Total Internet Users ,
52% of target population - 2010 56% of target population – 2011 59% of target population - 2012
66
68
64
58
87
66
37
39
4
3
5
6
6
4
3
10
12
7
2
20
6
2
3
2
1
1
3
4
1
3
15
9
4
20
15
12
3
1
1
1
2
3
0
30
29
34
41
11
29
55
61
Total 2013
Total 2012
Total 2011
Total 2010
12-29
30-44
45-65
66 +
% Facebook % My Space % Twitter % Linked In Google+ Other None
2013
2,656,000
2,342,000
2,554,893
2,112,178
New Media Usage
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Facebook – Active Networker
In which social networks are you active, i.e. which social networks do you visit at least 3-4 times a week?
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
9193 94
87
Facebook users
2013% % 2012 % 2011 % 2010
• 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.
2.38M 2.33M
New Media Usage
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Twitter – Active Networker
In which social networks are you active, i.e. which social networks do you visit at least 3-4 times a week?
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 50 4632
Twitter Users
% 2013 % 2012 % 2011 % 2010
• 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.
231K 217K
New Media Usage
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26
17
11
8
48
34
12
3
74
83
89
92
52
66
88
97
Total 2013
Total 2012
Total 2011
Total 2010
12-29
30-44
45-65
66 +
% Yes % No
12
Incidence of Smart Phone Usage Do you have Smart phone?
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
2013
23% of total population have smart phone
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Activism
13
• 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.
• LEVEL OF ENGAGEMENT
Most common form of activism is open expression of opinion, while the least practiced form is signing a petition, and volunteering
• 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)
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50.2
51.5
38.4
49.3
44.2
44.4
41.1
29.5
25.6
25.2
24.3
19.6
19.5
17.2
Ecology
Humanitarian Issues
Animal rights
Human Rights
Problems in community
Self-‐interest
Poli;cs
Yes LIVE Yes ONLINE
14
Have you participated in following activities in past year
Base: Total target population
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22.5
23.4
51.7
77.5
76.6
48.3
Live&Online ac;vism
Live ac;vism
Online ac;vism
No Yes
15
Live vs online activities in past year Base: Total target population
New Media Usage
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Demographic structure Live vs On-line activists
51% 49%
25%22%
34%
19%
30%
51%
19%23%
50%
27%
60%
40%
55%
45%
54%
30%
15%
2%
28%
47%
25% 27%
46%
27%
67%
34%
Mal
e
Fem
ale
12-2
9
30-4
4
45-6
5
66 +
Prim
ary
scho
ol
Seco
ndar
ysc
hool
Uni
vers
ity
Bel
grad
e
Cen
tral
Serb
ia
Vojv
odin
a
Urb
an
Oth
er
Live activism Online activism
Sex Education Region Type of settlement
Age
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66.0
69.8
81.6
86.3
89.6
92.0
34.0
30.2
18.4
13.7
10.4
8.0
I tried to persuade other people to share my opinion
I openly expressed my opinion about that issue
I signed a pe;;on
I took part in gatherings/rallies to support an idea
I wore a T-‐shirt or a badge with a slogan-‐picture suppor;ng an idea
Volunteered in an organiza;on/ member of organiza;on
No Yes
17
Have you participated in following activities in past year - Ecology (Live)
Base: Total target population
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Ipso
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83.0
84.9
87.4
90.0
92.0
95.8
17.0
15.1
12.6
10.0
8.0
4.2
I joined Internet groups to support an idea
I openly expressed my opinion about that issue (blog, Facebook status, comments, forum, share
material)
I tried to persuade other people to share my opinion during Internet communica;on
I changed a photo or Facebook/twiNer/ etc.. status to support an idea
I signed an "on line" pe;;on
Volunteered in an internet group (e.g. as administrator) or being in everyday ac;vity with this
group
No Yes
18
Have you participated in following activities in past year - Ecology (ONLINE)
Base: Those who use internet (61% of target population)
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Ipso
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60.1
66.1
87.5
88.6
93.3
94.5
39.9
33.9
12.5
11.4
6.7
5.5
I openly expressed my opinion about that issue
I tried to persuade other people to share my opinion
I signed a pe;;on
I took part in gatherings/rallies to support an idea
I wore a T-‐shirt or a badge with a slogan-‐picture suppor;ng an idea
Volunteered in an organiza;on/ member of organiza;on
No Yes
19
Have you participated in following activities in past year - Human Rights (Live)
Base: Total target population
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84.4
86.0
87.1
91.7
92.6
96.3
15.6
14.0
12.9
8.3
7.4
3.7
I openly expressed my opinion about that issue (blog, Facebook status, comments, forum, share
material)
I joined Internet groups to support an idea
I tried to persuade other people to share my opinion during Internet communica;on
I changed a photo or Facebook/twiNer/ etc.. status to support an idea
I signed an "on line" pe;;on
Volunteered in an internet group (e.g. as administrator) or being in everyday ac;vity with this
group
No Yes
20
Have you participated in following activities in past year - Human Rights (Online)
Base: Those who use internet (61% of target population)
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59.3
64.2
86.0
87.1
87.4
91.6
40.7
35.8
14.0
12.9
12.6
8.4
I openly expressed my opinion about that issue
I tried to persuade other people to share my opinion
I took part in gatherings/rallies to support an idea
I signed a pe;;on
I wore a T-‐shirt or a badge with a slogan-‐picture suppor;ng an idea
Volunteered in an organiza;on/ member of organiza;on
No Yes
21
Have you participated in following activities in past year - Humanitarian Issues (Live)
Base: Total target population
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Ipso
s
83.8
84.9
86.6
90.8
91.3
95.3
16.2
15.1
13.4
9.2
8.7
4.7
I openly expressed my opinion about that issue (blog, Facebook status, comments, forum, share
material)
I joined Internet groups to support an idea
I tried to persuade other people to share my opinion during Internet communica;on
I signed an "on line" pe;;on
I changed a photo or Facebook/twiNer/ etc.. status to support an idea
Volunteered in an internet group (e.g. as administrator) or being in everyday ac;vity with this
group
No Yes
22
Have you participated in following activities in past year - Humanitarian Issues (Online)
Base: Those who use internet (61% of target population)
© 2
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Ipso
s
65.9
77.2
83.8
86.1
90.8
91.4
34.1
22.8
16.2
13.9
9.2
8.6
I openly expressed my opinion about that issue
I tried to persuade other people to share my opinion
I took part in gatherings/rallies to support an idea
I signed a pe;;on
I wore a T-‐shirt or a badge with a slogan-‐picture suppor;ng an idea
Volunteered in an organiza;on/ member of organiza;on
No Yes
23
Have you participated in following activities in past year - Politics (Live)
Base: Total target population
© 2
012
Ipso
s
87.8
90.2
91.2
94.5
94.5
96.5
12.2
9.8
8.8
5.5
5.5
3.5
I openly expressed my opinion about that issue (blog, Facebook status, comments, forum, share
material)
I joined Internet groups to support an idea
I tried to persuade other people to share my opinion during Internet communica;on
I changed a photo or Facebook/twiNer/ etc.. status to support an idea
I signed an "on line" pe;;on
Volunteered in an internet group (e.g. as administrator) or being in everyday ac;vity with this
group
No Yes
24
Have you participated in following activities in past year - Politics (Online)
Base: Those who use internet (61% of target population)
© 2
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Ipso
s
61.1
67.9
82.8
84.0
92.1
93.5
38.9
32.1
17.2
16.0
7.9
6.5
I openly expressed my opinion about that issue
I tried to persuade other people to share my opinion
I signed a pe;;on
I took part in gatherings/rallies to support an idea
Volunteered in an organiza;on/ member of organiza;on
I wore a T-‐shirt or a badge with a slogan-‐picture suppor;ng an idea
No Yes
25
Have you participated in following activities in past year - Problems in community (Live)
Base: Total target population
© 2
012
Ipso
s
85.9
88.0
89.0
94.1
94.3
94.8
14.1
12.0
11.0
5.9
5.7
5.2
I openly expressed my opinion about that issue (blog, Facebook status, comments, forum, share
material)
I tried to persuade other people to share my opinion during Internet communica;on
I joined Internet groups to support an idea
I changed a photo or Facebook/twiNer/ etc.. status to support an idea
I signed an "on line" pe;;on
Volunteered in an internet group (e.g. as administrator) or being in everyday ac;vity with this
group
No Yes
26
Have you participated in following activities in past year - Problems in community (Online)
Base: Those who use internet (61% of target population)
© 2
012
Ipso
s
60.3
68.6
88.1
89.7
94.3
95.2
39.7
31.4
11.9
10.3
5.7
4.8
I openly expressed my opinion about that issue
I tried to persuade other people to share my opinion
I took part in gatherings/rallies to support an idea
I signed a pe;;on
Volunteered in an organiza;on/ member of organiza;on
I wore a T-‐shirt or a badge with a slogan-‐picture suppor;ng an idea
No Yes
27
Have you participated in following activities in past year - Self - interest (Live)
Base: Total target population
© 2
012
Ipso
s
84.5
88.5
88.7
94.4
95.6
96.2
15.5
11.5
11.3
5.6
4.4
3.8
I openly expressed my opinion about that issue (blog, Facebook status, comments, forum, share
material)
I tried to persuade other people to share my opinion during Internet communica;on
I joined Internet groups to support an idea
I changed a photo or Facebook/twiNer/ etc.. status to support an idea
I signed an "on line" pe;;on
Volunteered in an internet group (e.g. as administrator) or being in everyday ac;vity with this
group
No Yes
28
Have you participated in following activities in past year - Self - interest (Online)
Base: Those who use internet (61% of target population)
© 2
012
Ipso
s
65.7
71.9
89.7
92.1
94.7
95.9
34.3
28.1
10.3
7.9
5.3
4.1
I openly expressed my opinion about that issue
I tried to persuade other people to share my opinion
I signed a pe;;on
I took part in gatherings/rallies to support an idea
I wore a T-‐shirt or a badge with a slogan-‐picture suppor;ng an idea
Volunteered in an organiza;on/ member of organiza;on
No Yes
29
Have you participated in following activities in past year - Animal rights (Live)
Base: Total target population
© 2
012
Ipso
s
80.3
84.4
85.5
90.3
90.9
96.1
19.7
15.6
14.5
9.7
9.1
3.9
I openly expressed my opinion about that issue (blog, Facebook status, comments, forum, share
material)
I joined Internet groups to support an idea
I tried to persuade other people to share my opinion during Internet communica;on
I changed a photo or Facebook/twiNer/ etc.. status to support an idea
I signed an "on line" pe;;on
Volunteered in an internet group (e.g. as administrator) or being in everyday ac;vity with this
group
No Yes
30
Have you participated in following activities in past year - Animal rights (Online)
Base: Those who use internet (61% of target population)
© 2
012
Ipso
s
9.2
15.4
19.9
22.3
28.8
42.4
44.0
37.1
81.1
71.9
59.0
57.3
40.6
40.0
38.7
37.2
If everyone would get involved, this world would be a beNer place.
Majority of people are mo;vated by personal interest alone.
I am op;mis;c about the future.
If there is a need, most people are willing to help others.
No maNer how hard one tries, one cannot influence important issues in the community/society one lives
Why would I try to help others, when everybody should be responsible for him/herself.
Only naďve people believe they can change the world.
I don't have ;me to fight for the issues important for the society
Do not agree ( 1 + 2 ) Agree ( 4 + 5 )
31
How much do you agree with the following statements
Base: Total target population