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The Next Generation User
Oxford Internet Survey 2011



Bill Dutton and Grant Blank
Presentation to Ofcom workshop 24 April 2012
Next generation user for ofcom-2012
Next generation user for ofcom-2012
Next generation user for ofcom-2012
Next generation user for ofcom-2012
Implications of Trends?


• How people access information?

• Patterns of use (entertainment v
information)?

• Who has access – digital divides?

• Closing down or opening new channels
and greater choice?
Theoretical Perspectives



• Technical rationality

• Domestication: A social rationality

• Reconfiguring access
Next generation user for ofcom-2012
Next generation user for ofcom-2012
Next generation user for ofcom-2012
Next generation user for ofcom-2012
Next generation user for ofcom-2012
Civic Participation

 Next Generation                                   61




 First Generation                            52




          Ex-user             32



         Non-user             31




  All respondents                          49


                     0   20        40            60     80   100
                                   % who participate

OxIS 2011: N=2,057
Digital Government Use



 First Generation                                            54




 Next Generation                                                   63




                    0               20            40            60           80   100
                                         % Using Digital Government Services

Current users. OxIS 2011: N=1,498
Next generation user for ofcom-2012
Next generation user for ofcom-2012
Next generation user for ofcom-2012
Next generation user for ofcom-2012
Points of Summary

• Rise of ‘Next Generation Users’
• NGU matters – shaping patterns of use
• New Digital Divides: the Internet is
Socially Distributed
User-Oriented Design & Policy


• Know Thyself

• Know Thy User

• Know Thy ‘Next Generation’ User

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Next generation user for ofcom-2012

  • 1. The Next Generation User Oxford Internet Survey 2011 Bill Dutton and Grant Blank Presentation to Ofcom workshop 24 April 2012
  • 6. Implications of Trends? • How people access information? • Patterns of use (entertainment v information)? • Who has access – digital divides? • Closing down or opening new channels and greater choice?
  • 7. Theoretical Perspectives • Technical rationality • Domestication: A social rationality • Reconfiguring access
  • 13. Civic Participation Next Generation 61 First Generation 52 Ex-user 32 Non-user 31 All respondents 49 0 20 40 60 80 100 % who participate OxIS 2011: N=2,057
  • 14. Digital Government Use First Generation 54 Next Generation 63 0 20 40 60 80 100 % Using Digital Government Services Current users. OxIS 2011: N=1,498
  • 19. Points of Summary • Rise of ‘Next Generation Users’ • NGU matters – shaping patterns of use • New Digital Divides: the Internet is Socially Distributed
  • 20. User-Oriented Design & Policy • Know Thyself • Know Thy User • Know Thy ‘Next Generation’ User