Presented by Julia Rulf at the Social Digital Research Symposium (4th July 2012)

1. Ofcom Research
Technology tracker Media Literacy Audit
 Communications service device • UK adults’, parents and children’s
ownership understanding and use of media
 Internet access at home, out of home • Access to internet in and out of home,
 Internet access by device Where internet used, Devices used to
 Activities internet used for and used in access internet
last week • How long ago first started using internet
 Speed of connection • How many hrs a week use internet
 All core age and socio-demographics • Awareness and use of online security
and safety features
• Interest and awareness of PC /laptop
tasks, Frequency of using the internet by
activity
• Use of proxy users
• Confidence in using the internet
• Concerns about the internet
• Intention to get internet in next year,
Reasons for not getting the internet
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2. Ofcom’s research
July 4th 2012
Julia Rulf

3. Why Ofcom does research
• We are an evidence based regulator, with a duty to further the
interests of consumers and citizens, and as such consumer research is
key to our decision making
• Ofcom has a regulatory principle to research markets constantly and to
make public our consumer research.
• Each year Ofcom publishes the Communications Market Report (UK
and Nations and Regions). This fulfils Ofcom’s duty under Section 358
of the Communications Act to publish an annual factual and statistical
report
• The promotion of media literacy is a responsibility placed on Ofcom by
Section 11 of the Communications Act 2003. Under Section 14 (6a) of
the Act we have a duty to make arrangements for the carrying out of
research into the matters mentioned in Section 11 (1).
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4. Key Ofcom research on online audiences
Technology Tracker
• Data published three times a year on our website
• http://stakeholders.ofcom.org.uk/market-data-research/statistics
• Key points summarised in annual Internet use and Attitudes
Bulletin
• Media Literacy Audit
• Annual research amongst adults aged 16+ and parents and children.
• Data published once a year on our website in separate reports and in the
media literacy audit reports - http://stakeholders.ofcom.org.uk/market-
data-research/media-literacy-pubs/
• Ad hoc projects
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5. Technology Tracker
Why do we do it?
 Ofcom’s main source for fixed line and mobile broadband take-up
 Key data for CMR and Nations and regions reports
What does it cover?
 Communications service device ownership
 Internet access at home, out of home
 Internet access by device
 Activities internet used for and used in last week
 Speed of connection
 All core age and socio-demographics
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6. Media Literacy Audit
Why do we do it?
• Obligation under Section 11 of the Communications Act 2003
• Only Ofcom source of data on children’s media habits
What does it cover?
• UK adults’ and children’s understanding and use of different media
• Access to internet in and out of home, Where internet used, Devices
used to access internet
• How long ago first started using the internet
• How many hours a week use the internet
• Awareness and use of online security measures and safety features
• Interest and awareness of PC /laptop tasks, Frequency of using the
internet by activity
• Use of proxy users
• Confidence in using the internet
• Concerns about the internet
• Intention to get internet in next year, Reasons for not getting the internet
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7. Internet User Types
Both surveys allow us to break users into narrow, medium
and broad users based on the activities that they do:
For example:
Narrow users of the internet are those who have not
progressed beyond ‘narrow/basic’ usage.
Narrow users are defined by the Media Literacy Audit as
those who carry pout 1-6 out of 18 types of online activities
– and comprise 21% of all internet users
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