Post on 28-Nov-2014
description
Grant Blank
Prepared for the Summer Doctoral Programme
16 July 2014
Cultures of the Internet Oxford Internet Survey 2013
1. Access
2. Use
• Skills required to benefit
3. Attitudes
• Orientations and expectations
• Promotes or limits Internet use
What does the “digital divide” mean?
• Random probability sample
• England, Scotland & Wales
• Waves: 2003, 2005, 2007, 2009, 2011, 2013
• About 2,000 respondents: 14 years and older
• Face-to-face Interviews
• High response rates
• Sponsorship for 2013 from the Nominet Trust, Ofcom, dot.rural
• Component of World Internet Project (WIP)
Oxford Internet Surveys
Evolving Ideas of Online Culture
Hackers
Homesteaders
Hobbyists
Cyber-culture, Digital Culture
Digital Natives
An Empirical Approach to Cultures
• 14 items from OxIS focused on attitudes and beliefs
about the Internet
• Yielding four factors:
– Enjoyable escape (helps pass time, enjoyable escape, don’t
feel lonely, enjoy being online)
– Instrumental efficiency (efficient, easier, saves time)
– Social facilitator (find info about me, keep in touch, easier to
meet people)
– Problem-generator (personal information, frustrating,
immoral material, takes too much time)
• Group together in five clusters that were a good fit and
interpretable
Five Cultures
E-Mersives
Techno-pragmatists
Cyber-savvy
Cyber-moderates
Adigitals
Emersives (12%)
Attitudes?
• Comfortable
• Escape
• Place to Meet
• Get things done
• Under control
Who?
• Young
• Urban
• Positive about technology
Use?
• Entertain-ment
• Content production
• Next generation users
Techno-Pragmatists (17%)
Attitudes?
• Time saver
• Make life easier
• Not an escape or place to pass time
• Under control
Who?
• Middle-aged
• Employed
• Manager or professional
• Well to do
Use?
• News
• Travel
• Health
• Settle arguments
Cyber-Savvy (19%) – ‘Streetwise’
Attitudes?
• Enjoy being online
• Pass time
• Get things done, BUT
• Risks: time, privacy
Who?
• Younger
• Blue collar
• Deep rural
Use?
• Entertain-ment
• Gambling
• Sell online
• Post
Cyber-Moderates (37%)
Attitudes?
• Neither taken by benefits or risks
• Blasé
• Moderate views
Who?
• Older
• Retired
• Middle income
Use?
• eGovt. services
• Civic activities
Adigitals (14%)
Attitudes?
• Don’t enjoy being on
• Not a way to save time
• Frustrated
• Immoral
• Out of control
Who?
• 45 +
• Manager or professional
• Lower income
• Retired
• Urban
Use?
• First generation users
• Low use, BUT
• Gov’t services
• Info about politicians
• Civic activities
1217
19
37
14
0
20
40
60
80
100
% o
f cu
rre
nt u
se
rs
e-Mersed Pragmatists Cyber-savvy Moderates Adigital OxIS current users: 2013 N=2,083
Figure 1: Internet Cultures in 2013
93 93
83
72
65
8480
77
58 57
40 39
66
4550
39
30
56
38
23 21 20
43
33 33
4 4
2218 19
0
20
40
60
80
100
% o
f cu
rre
nt u
se
rs w
ho
ag
ree
or
ag
ree
str
on
gly
Technologymakesthingsbetter
Leavemobile phone
turned onin bed
PCs andInternetthreatenprivacy
CCTVcamerasthreatenprivacy
I turn offall mediain order to
concentrate
Technologyfails whenyou needit most
OxIS current users: 2013 N=2,083
Figure 2: Internet Cultures by Technology Attitudes
e-Mersed Pragmatists Cyber-savvy Moderates Adigital
85
77 79
67
45
83
56
63
49
31
81
71 72
61
35
74
56
73
48
33
70
52 51
39
2723 24
34
18
11
0
20
40
60
80
100
% o
f u
sers
wh
o d
o m
ore
th
an
ne
ve
r
Listento music
Watchvideos
Downloadmusic
Playgames
Downloadvideos
Gamble*
OxIS current users: 2013 N=2,083*In self-completion questionnaire.
Figure 4: Internet Cultures by Entertainment
e-Mersed Pragmatists Cyber-savvy Moderates Adigital
Directions for Further Development
Naming of Cultural Types
Compare Overtime and Cross-nationally
Develop Qualitative Complements
OII
Student
Feedback
- Anon.
• Steady diffusion
• Persistent digital divides
• Rapid rise of mobile computing
• Stable social network site use
• Persistent non-use & ex-use
Trends in Britain
59
6
35
67
5
28
73
5
23
78
3
18
0
20
40
60
80
100
% o
f th
e p
op
ula
tion
2003 2005 2007 2009 2011 2013
All users Ex-user Non-user
OxIS 2003 N=2,029; 2005 N=2,185; 2007 N=2,350; 2009 N=2,013; 2011 N=2,057; 2013 N=2,657
Internet Users 2003-2013 (QH13)
94
6863
27
10094
85
39
0
20
40
60
80
100
% w
ho
use
th
e In
tern
et
14-17 18-24 25-34 35-44 45-54 55-64 65+
2005 2007 2009 2011 2013
OxIS 2005 N=2,185; 2007 N=2,350; 2009 N=2,013; 2011 N=2,057; 2013 N=2,657
Use by Age (QH13 by QD1)
64
55
63
57
6965
7168
7472
79 78
0
20
40
60
80
100
% w
ho
use
th
e In
tern
et
2003 2005 2007 2009 2011 2013 OxIS 2003 N=2,029; 2005 N=2,185; 2007 N=2,350; 2009 N=2,013; 2011 N=2,057; 2013 N=2,657
Use by Gender (QH13 by QD2)
Men Women
29
58
70
83 84
58
8893 93
99
0
20
40
60
80
100
% w
ho u
se the Inte
rnet
Less than£12,500
£12,500to £20,000
£20,000to £30,000
£30,000to £40,000
Over£40,000
2005 2007 2009 2011 2013
OxIS 2005: N=2,185; 2007: N=2,350; 2009: N=2,013; 2011: N=2,057; 2013: N=2,657Note: The income scale changed in 2009.
Use by Household Income (QH12 by SC2)
31
80 79
91
40
84
9295
0
20
40
60
80
100
% w
ho
use
th
e In
tern
et
2011 2013 OxIS 2011 N=2,057; 2013 N=2,657Note: Students were excluded.
Use by Educational Qualifications (QH13 by QL1)
No qualifications Basic qualifications Further education Higher education
96
76
22
96
72
31
97
81
31
100
86
33
99
87
36
100
93
45
0
20
40
60
80
100
% w
ho
use
th
e In
tern
et
2003 2005 2007 2009 2011 2013 OxIS 2003 N=2,029; 2005 N=2,185; 2007 N=2,350; 2009 N=2,013; 2011 N=2,057; 2013 N=2,657
Use by Lifestage (QH13 by QO1)
Students Employed Retired
899394959798
20
40
57
10
2630
35
4038
283434
4137
33
1316161616
14
510121415
10
0
20
40
60
80
100
% o
f curr
ent users
At home On themove
Anotherperson's
home
At work At school Publiclibrary
OxIS current users: 2003 N=1,202; 2005 N=1,309; 2007 N=1,578; 2009 N=1,401; 2011 N=1,498; 2013 N=2,083
Locations of Use (QC1)
2003 2005 2007 2009 2011 2013
Next Generation Users
• Goal: Understand emerging forms of Internet use
without links to ephemeral, commercial products
• Strongly connected
• Two characteristics
– Heavy mobile use
– Access using multiple devices
59
6
35
67
5
28
13
54
73
5
23
32
40
78
3
18
52
27
0
20
40
60
80
100
% o
f th
e p
op
ula
tion
2003 2005 2007 2009 2011 2013
All users Next gen user First gen user Ex-user Non-user
OxIS 2003 N=2,029; 2005 N=2,185; 2007 N=2,350; 2009 N=2,013; 2011 N=2,057; 2013 N=2,657
Internet Users 2003-2013 (QH13)
86
14
79
21
75
25
69
31
5347
0
20
40
60
80
100
% o
f cu
rren
t u
sers
e-Mersed Pragmatists Cyber-savvy Moderates Adigital OxIS current users: 2013 N=2,083
Figure 6: Next Generation Users by Internet Cultures
Next generation users First generation users
12
2419
53
26
63
32
73
36
61
39
78
0
20
40
60
80
100
% o
f u
sers
who
do
more
than n
ever
Gamble*Downloadvideos
Watchvideos
Downloadmusic
Playgames
Listento music
OxIS current users: 2013 N=2,083* In self-completion questionnaire.
Next Generation Users by Entertainment and Leisure
Next generation users First generation users
7
29
7
31
7
24
8
26
33
76
38
77
0
20
40
60
80
100
% o
f u
sers
who
do
more
than n
ever
Post videosPost 'creative'
work
Own apersonalwebsite
Writea blog
Visit socialnetworking
sites
Post photos
OxIS current users: 2013 N=2,083
Next Generation Users by Content Production
Next generation users First generation users
3227 29
7
64
49 49
21
0
20
40
60
80
100
% w
ho u
se table
ts
14-17 18-24 25-34 35-44 45-54 55-64 65+
2009 2011 2013
OxIS 2009 N=2,013; 2011 N=2,057; 2013 N=2,657
Tablet Use by Age (QH7 by QD1)
Characteristics of Next Generation Users? • Who?
– Well-educated, wealthy people who have resources
– Equally students and employed
• Where?
– On the move
– In more settings
• What?
– Active content producers on the Internet
– Regard Internet as essential for entertainment
– Regard Internet is essential for information
– Differences increasing
17
83
49
51 60
40
61
39
0
20
40
60
80
100
% o
f cu
rre
nt u
se
rs
2007 2009 2011 2013
Social network site non-users Social network site users
OxIS current users: 2007 N=1,578; 2009 N=1,401; 2011 N=1,498; 2013 N=2,083Note: The social network question changed in 2009.
Use of Social Network Sites by Year (QC8)
50
21
10 8
65
28
46
94
80
51
18
0
20
40
60
80
100
% o
f u
sers
wh
o d
o m
ore
th
an
ne
ve
r
14-17 18-24 25-34 35-44 45-54 55-64 65+
2007 2009 2011 2013
OxIS current users: 2007 N=1,578; 2009 N=1,401; 2011 N=1,498; 2013 N=2,083
Use of Social Network Sites by Age (QC8 by QD1)
35 65
82 18
100 75 50 25 0 25 50 75 100% of social network site users
Informational
Social
Current social network site users. OxIS 2013: N=1,276Social activities are chatting, commenting on status, updating status or personal information, and posting pictures.Informational activities include receiving news, learning about issues, clicking on links, and commenting on issues.
Informational & Social Activities on Social NetworkSites (QC35 and QP6)
Never Less than monthly Monthly Weekly Daily More than daily
4038
4547
61
35
61
55
68
57
3235
50
62
52
1515
2122
39
1921
1217
2831
3534
40
19
11
18
9 9
15
0
20
40
60
80
100
% o
f ex-
use
rs
Just notinterested
Computerno longeravailable
Tooexpensive
Toodifficult
Privacyworries
Movedhouse/job
Badexperience
spam/viruses Ex-users. OxIS 2005: N=167; 2007: N=124; 2009: N=141; 2011: N=93; 2013: N=91
Reasons Ex-Users Stopped Using the Internet (QE4)
2005 2007 2009 2011 2013
44
82
24
5
14
3
117
1 1
0
20
40
60
80
100
% o
f non- and e
x-use
rs
No interest /not useful
Too expensive No computer /Internet connection
Too difficultto use / notknow how
No time /too busy
OxIS 2013: Ex-users N=483; Non-users N=91
Most Important Reason Ex- and Non-Users Do NotUse the Internet (QE5 and QN2 by QH13)
Ex-Users Non-Users
21
388
2731
45
58
0
20
40
60
80
100
% o
f e
x-u
se
rs a
nd
no
n-u
se
rs
Definitely notProbably notYes, probablyYes, definitely OxIS 2013: Ex-users N=91; Non-users N=483
Availability of Proxy Users to Ex- and Non-Users(QE12 and QN4 by QH13)
Ex-users Non-users
Summary of Britain 2013
• Continued rise in Internet use
• Continued stratification by income, education and age
– Users: wealthy, well-educated, young
• Rapid growth of mobile use + multiple devices: NGU
• Non-users and ex-users have become more
homogeneous
– Non-users: lack of interest
– Ex-users: lack of interest
– Most non-users have access through proxies
Thank you.
Grant Blank grant.blank@oii.ox.ac.uk
Oxford Internet Surveys
http://oxis.oii.ox.ac.uk/
oxis@oii.ox.ac.uk
Oxford Internet Institute
http://www.oii.ox.ac.uk