11 hours 42 minutes 9h 54m 21h 36m 1

Transcription

1 1 11 hours 42 minutes 9h 54m 21h 36m

2 Ofcom s media literacy research Understanding a changing world

3 3 Media Lives - qualitative Adults Media Lives Adults Media Use and Attitudes 18 people many since 2005 Interviewed once a year on camera Focus on media in daily life Provides early indications of trends, and human dimension Over 1800 interviews annually Questions asked across platforms Variety of questions Analysis of key groups e.g. Narrow users, non-users, new users Includes industry metrics e.g. BARB and comscore

4 Children s Media Lives Children s Media Use and Attitudes 15 children aged 8-15, plus short interview with their parent Interviewed once a year on camera since 2014 Focus on media in daily life Provides early indications of trends and extent of change among children 1,660 interviews with 5-15s; 1,660 interviews with parents of 5-15s; 731 interviews with parents of 3-4s; 4,051 interviews in total Fieldwork: April - June 2015 Questions asked across platforms Variety of questions Includes industry metrics e.g. BARB and comscore

5 Challenge 1: A new digital divide 81% 71% 6% 16%

6 Smartphones are empowering, particularly for those with other options I ve been in hostels so I haven t talked to my son in ages. The good thing is that I asked him to be my friend on Facebook and he said yes. We can now stay in touch on there. Carly, 41, homeless, Glasgow, Samsung Galaxy S4 Mini In my work, I need to be in four places at once all the time. My smartphone allows me to do that. I couldn t do it without having this in my pocket. Carl, 34, microbusiness owner, Belfast, Samsung S5 A lifeline for keeping in touch with friends and family Valued for their flexibility and portability Many participants could access other devices if needed

7 But for those without a new digital divide is opening up I prefer to bid for housing on a computer at work because that way I can properly see what I m bidding for and check the other options. The problem is, I work part-time and I m not really allowed to use my computer for personal use during the day. I often miss the good ones. Becca, 36, Glasgow, iphone 5 I haven t got Word on my phone; it s just too hard to use and takes up quite a lot of storage. That s why I went to the library to type up my CV Shelly, 42, Leeds, iphone 5 Difficulty completing tasks and accessing services Hard to compare and assess information Concerns about data Danger of de-skilling

8 Challenge 2: Critical understanding

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10 SHOWCARD C26

11 11 Understanding of ads on Google searches Adult These are adverts/ sponsored links/ paid to appear here 21% 43% 60% These are the best/ most relevant results 23% 24% 23% These are the most popular results used by other people 23% 26% 20% 42% Don't know 26% 12% Only stated the correct response 16% 31% 49%

12 12 Understanding of ads on Google searches Adult These are adverts/ sponsored links/ paid to appear here 21% 43% 60% These are the best/ most relevant results 23% 24% 23% These are the most popular results used by other people 23% 26% 20% 42% Don't know 26% 12% Only stated the correct response 16% 31% 49%

13 One in ten adults and one in five 12-15s think that if Google has listed it, it must be true If they have been listed by the search engine the information on that website must be truthful I I don t really think about it, it, I I just use the sites I I like the look of Some of the websites will show truthful information and some won t Adults 12-15s

14 One in ten adults and one in five 12-15s think that if Google has listed it, it must be true If they have been listed by the search engine the information on that website must be truthful I I don t really think about it, it, I I just use the sites I I like the look of Some of the websites will show truthful information and some won t Adults 12-15s

15 One in ten adults and one in five 12-15s think that if Google has listed it, it must be true If they have been listed by the search engine the information on that website must be truthful I I don t really think about it, it, I I just use the sites I I like the look of Some of the websites will show truthful information and some won t Adults 12-15s

16 One in ten adults and one in five 12-15s think that if Google has listed it, it must be true If they have been listed by the search engine the information on that website must be truthful I I don t really think about it, it, I I just use the sites I I like the look of Some of the websites will show truthful information and some won t Adults 12-15s

17 One in ten adults and one in five 12-15s think that if Google has listed it, it must be true If they have been listed by the search engine the information on that website must be truthful I I don t really think about it, it, I I just use the sites I I like the look of Some of the websites will show truthful information and some won t Adults 12-15s

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