Grant blank

39
Grant Blank Prepared for the Summer Doctoral Programme 16 July 2014 Cultures of the Internet Oxford Internet Survey 2013

description

 

Transcript of Grant blank

Page 1: Grant blank

Grant Blank

Prepared for the Summer Doctoral Programme

16 July 2014

Cultures of the Internet Oxford Internet Survey 2013

Page 2: Grant blank

1. Access

2. Use

• Skills required to benefit

3. Attitudes

• Orientations and expectations

• Promotes or limits Internet use

What does the “digital divide” mean?

Page 3: Grant blank

• 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

Page 4: Grant blank

Evolving Ideas of Online Culture

Hackers

Homesteaders

Hobbyists

Cyber-culture, Digital Culture

Digital Natives

Page 5: Grant blank

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

Page 6: Grant blank

Five Cultures

E-Mersives

Techno-pragmatists

Cyber-savvy

Cyber-moderates

Adigitals

Page 7: Grant blank

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

Page 8: Grant blank

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

Page 9: Grant blank

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

Page 10: Grant blank

Cyber-Moderates (37%)

Attitudes?

• Neither taken by benefits or risks

• Blasé

• Moderate views

Who?

• Older

• Retired

• Middle income

Use?

• eGovt. services

• Civic activities

Page 11: Grant blank

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

Page 12: Grant blank

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

Page 13: Grant blank

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

Page 14: Grant blank

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

Page 15: Grant blank

Directions for Further Development

Naming of Cultural Types

Compare Overtime and Cross-nationally

Develop Qualitative Complements

Page 16: Grant blank

OII

Student

Feedback

- Anon.

Page 17: Grant blank

• Steady diffusion

• Persistent digital divides

• Rapid rise of mobile computing

• Stable social network site use

• Persistent non-use & ex-use

Trends in Britain

Page 18: Grant blank

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)

Page 19: Grant blank

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)

Page 20: Grant blank

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

Page 21: Grant blank

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)

Page 22: Grant blank

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

Page 23: Grant blank

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

Page 24: Grant blank

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

Page 25: Grant blank

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

Page 26: Grant blank

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)

Page 27: Grant blank

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

Page 28: Grant blank

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

Page 29: Grant blank

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

Page 30: Grant blank

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)

Page 31: Grant blank

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

Page 32: Grant blank

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)

Page 33: Grant blank

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)

Page 34: Grant blank

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

Page 35: Grant blank

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

Page 36: Grant blank

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

Page 37: Grant blank

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

Page 38: Grant blank

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

Page 39: Grant blank

Thank you.

Grant Blank [email protected]

Oxford Internet Surveys

http://oxis.oii.ox.ac.uk/

[email protected]

Oxford Internet Institute

http://www.oii.ox.ac.uk