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Oxford Internet Surveys (OxIS) workshop “Understanding Social Networking: motivations, use and impact” 24 April 2012

Media Literacy Audit

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Presentation of results from Ofcom's Media Literacy Audit at the Oxford Internet Surveys Workshop on 24 April 2012.

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Page 1: Media Literacy Audit

Oxford Internet Surveys (OxIS) workshop

“Understanding Social Networking: motivations, use and impact”

24 April 2012

Page 2: Media Literacy Audit

Agenda

2.30 Welcome James Thickett, Director of Research and Market Intelligence, Ofcom

2.35 Ofcom adults media use and attitudes reportAlison Preston, Ofcom

2.50 The Internet in Britain – Oxford Internet Survey 2011

Bill Dutton and Grant Blank, Oii

3.10 The Next Generation User

Bill Dutton and Grant Blank, Oii

3.30 Social Networking Sites

Grant Blank and Darja Leskove, Oii

3.50 Discussion

4.30 Close

2

Page 3: Media Literacy Audit

Adults’ media use and attitudes

Alison Preston, Ofcom

Page 4: Media Literacy Audit

4

Adults aged 16+

1823 in-home interviews

Sept-Oct 2011

Running since 2005

The Media Literacy Audit

Page 5: Media Literacy Audit

5

TV

Radio

Take up

Internet

Games

Mobile/Smartphone

Privacy and security

Concerns

Understanding

Usage habits

Digital inclusion

We cover a spectrum of issues:

Age

Socio-economic group

Gender

(Urban/rural)

Types of internet user

(Nation)

Page 6: Media Literacy Audit

62

82

54

11

82 85

62

23

89 91

71

35

91

74

45

95 92

79

49

91

Digital TV Internet** **(PC/ laptop based

access)

DVR

Growth across digital media since 2005

Mobile phone**Personal use

05 07 09 10 11 05 07 09 10 11 05 07 09 10 11 05 07 09 10 11

Smartphone 30 44

Page 7: Media Literacy Audit

200

9

201

0

2011

90

49 51 49

19

91

6360

51

21

92

66 66

5448

28

92

72 70

6357

36

93

7067

61

53

27

7

Finding public services info

Looking at political /

campaign sites

News Banking and paying bills

Growth in internet use20

05

200

720

09

201

020

11

200

520

07

200

920

10

2011

200

520

07

200

920

10

2011

200

520

07

200

9

201

0

2011

Selected online activities ever carried out

Completing govt

processes

Email

200

520

07

200

920

10

2011

Page 8: Media Literacy Audit

22

33

4445

5448

59

8

Watching/ downloading TV programmes

Growth across some newer types of internet use

Selected online activities ever carried out

Social networking

2007 2009 2010 2011 2009 2010 2011

Page 9: Media Literacy Audit

24

27

39

48

35

31

35

31

31

51

41

30

45

45

27

21

33

49

59

70

28

45+

35-44

25-34

16-24

2011

2010

2009

2007

More than once a day (Added in 2011) Once a day (2011) /Every day (2007-2010)Less often than daily

Increase in frequency of accessing social networking profile

Page 10: Media Literacy Audit

6965

47

4035

29

17

6

7875

47

3532

19

10

75 75

4239

25

18

9 8

80

71

43 41

27

1712 1010

20

09

20

10

20

11

20

07

20

09

20

10

20

11

20

07

20

09

20

10

20

11

20

07

20

09

20

10

20

11

20

07

Talk to friends/ family

I see a lot

Talk to friends/ family I

rarely see

Look for old

friends/ people I’ve lost touch with

Look at other

people’s pages

without leaving a message

Talk to people

who are friends of

friends

Listen to music/ find out about bands

Talk to people I

don’t know

Look at campaigns

and petitions

20

09

20

10

20

11

20

07

20

09

20

10

20

11

20

07

20

09

20

10

20

11

20

07

20

09

20

10

20

11

20

07

Page 11: Media Literacy Audit

3

3

10

10

9

11

11

9

15

17

13

23

28

21

17

23

17

53

60

61

57

62

67

58

64

67

9

7

9

2

0

1

17

12

13

5

1

1

2

2

2

1

1

4

45+

16-24

Total

45+

16-24

Total

45+

16-24

Total

Anyone Friends plus friends of friends Friends only Can't be seen/ totally private Don't have this on page Don't know

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Willingness to share personal information on social networking profile

Your personal information - such as your relationship status, date of birth, home town, and so on

Photographs that you have posted on the site

Your contact details - such as your email address, home address, telephone number, and so on

Page 12: Media Literacy Audit

Summary

• Substantial growth in use of the internet, and latterly with smartphones

• Types of use less subject to significant change, with some exceptions for newer activities

• Take-up of social networking has increased considerably, and frequency of use as well

• One in 4 are not keeping personal information private

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Page 13: Media Literacy Audit

Questions?

report materials available atwww.ofcom.org.uk/medialiteracyresearch

[email protected]

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