grant blank
DESCRIPTION
TRANSCRIPT
![Page 1: Grant blank](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/1.jpg)
Grant Blank
Prepared for the Summer Doctoral Programme
16 July 2014
Cultures of the Internet Oxford Internet Survey 2013
![Page 2: Grant blank](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/2.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/3.jpg)
• 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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/4.jpg)
Evolving Ideas of Online Culture
Hackers
Homesteaders
Hobbyists
Cyber-culture, Digital Culture
Digital Natives
![Page 5: Grant blank](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/5.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/6.jpg)
Five Cultures
E-Mersives
Techno-pragmatists
Cyber-savvy
Cyber-moderates
Adigitals
![Page 7: Grant blank](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/7.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/8.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/9.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/10.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/11.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/12.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/13.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/14.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/15.jpg)
Directions for Further Development
Naming of Cultural Types
Compare Overtime and Cross-nationally
Develop Qualitative Complements
![Page 16: Grant blank](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/16.jpg)
OII
Student
Feedback
- Anon.
![Page 17: Grant blank](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/17.jpg)
• 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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/18.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/19.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/20.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/21.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/22.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/23.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/24.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/25.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/26.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/27.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/28.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/29.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/30.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/31.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/32.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/33.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/34.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/35.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/36.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/37.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/38.jpg)
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](https://reader036.vdocuments.mx/reader036/viewer/2022081801/547baca6b4af9fef158b4ecd/html5/thumbnails/39.jpg)
Thank you.
Grant Blank [email protected]
Oxford Internet Surveys
http://oxis.oii.ox.ac.uk/
Oxford Internet Institute
http://www.oii.ox.ac.uk