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

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

2. Agenda
2.30 Welcome
James Thickett, Director of Research and Market Intelligence, Ofcom
2.35 Ofcom adults media use and attitudes report
Alison 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
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3. Adults’ media use and attitudes
Alison Preston, Ofcom

4. The Media Literacy Audit
Adults aged 16+
1823 in-home interviews
Sept-Oct 2011
Running since 2005
3

5. We cover a spectrum of issues:
TV Take up Age
Radio Usage habits Socio-economic group
Internet Concerns Gender
Mobile/Smartphone Understanding Types of internet user
Games Privacy and security (Urban/rural)
Digital inclusion (Nation)
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6. Growth across digital media since 2005
Digital TV Mobile phone* Internet** DVR
*Personal use **(PC/ laptop based
access)
Smartphone 30 44
95 91 91 92
89 91
82 82 85 79
71 74
62 62
54
45 49
35
23
11
05 07 09 10 11 05 07 09 10 11 05 07 09 10 11 05 07 09 10 11

7. Growth in internet use
Selected online activities ever carried out
Email Finding public News Banking and Completing Looking at
services info paying bills govt political /
processes campaign sites
93
90 91 92 92
72 70 70
66 66 67
63 63 61
60
57
54 53
49 51 49 51 48
36
28 27
19 21
2005
2007
2009
2010
2011
2005
2007
2009
2010
2005
2007
2009
2010
2005
2007
2009
2010
2005
2007
2009
2010
2011
2011
2011
2011
2009
2010
2011
6

8. Growth across some newer types of internet use
Selected online activities ever carried out
Watching/ downloading TV Social networking
programmes
59
54
48
45 44
33
22
2009 2010 2011 2007 2009 2010 2011
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9. Increase in frequency of accessing social networking profile
More than once a day (Added in 2011) Once a day (2011) /Every day (2007-2010)
Less often than daily
2007 30 70
2009 41 59
2010 51 49
2011 35 31 33
16-24 48 31 21
25-34 39 35 27
35-44 27 28 45
45+ 24 31 45

10. Talk to Talk to Look for Look at Talk to Listen to
friends/ family friends/ old other people music/
I see a lot family I friends/ people’s who are find out Talk to Look at
rarely see people pages friends of about people I campaigns
I’ve lost without friends bands don’t know and
touch leaving a petitions
with message
78 80
75 75 75
69 71
65
47 47
42 43 40 3941
35 35
32
29
25 27
1918 17 17
10 9 12 10 8 10
6
2007
2009
2010
2011
2009
2007
2007
2009
2010
2007
2010
2007
2009
2010
2007
2009
2010
2007
2009
2010
2007
2009
2010
2009
2010
2011
2011
2011
2011
2011
2011
2011

11. Willingness to share personal information on social networking profile
Anyone Friends plus friends of friends Friends only Can't be seen/ totally private Don't have this on page Don't know
Your personal
information - such
Total 9 17 67 21
as your
relationship 16-24 11 23 64 1
status, date of
birth, home
45+ 11 17 58
town, and so on
Photographs that Total 9 21 67 11
1
you have posted
on the site 16-24 10 28 62 0
45+ 10 23 57 2 5 2
Your contact
details - such as Total 3 13 61 9 13
your email
address, home 16-24 4 17 60 7 12
address, telephon
e number, and so
on 45+ 3 15 53 9 17 2
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12. 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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13. Questions?
report materials available at
www.ofcom.org.uk/medialiteracyresearch
alison.preston@ofcom.org.uk
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