Presentation on the cultures of the Internet described in the 2013 Report of the Oxford Internet Survey (OxIS), focused on five clusters of users in Britain.
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Cultures of the Internet 2014
1. Cultures of the Internet
The Internet in Britain 2013
Bill Dutton
Professor of Internet Studies
Oxford Internet Institute
University of Oxford and Balliol College
Part 1 of an OII Brown Bag Seminar at the OII, 22 January 2014.
2. Oxford Internet Surveys
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2003, 2005, 2007, 2009, 2011, 2013
Cross-sectional Surveys versus Panels
Multi-Stage Probability Sample
England, Scotland & Wales
Respondents: 14 years and older
Face-to-face Interviews, High Response Rates
Sponsorship for 2013 from the Nominet Trust, Ofcom,
UK Research Councils, dot.rural
• Component of World Internet Project (WIP)
3. Highlights of OxIS 2013 Report
Digital
Divides
• 78 percent online
• Progress for lower income, less
educated, retired and disabled groups
Key
Trends
• Rise of Next Generation Users
• Social Networking Hitting a Plateau
Five
Cultures
• Distinctive but not Simple Profiles
• Strong Links to Attitudes, Uses &
Impacts
5. 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)
– Problem-generator (personal information, frustrating,
immoral material, takes too much time)
– Social facilitator (find info about me, keep in touch,
easier to meet people)
• Group together in five clusters that were a good fit and
interpretable (Media Lives Project at Ofcom)
7. Emersives (12%)
Attitudes?
• Comfortable
• Escape
• Place to
Meet
• Get things
done
• Under
control
Who?
• Young
• Urban
• Positive
about
technology
Use?
• Entertainment
• Content
production
• Next
generation
users
8. Techno-Pragmatists (17%)
Attitudes?
Who?
• Time saver
• Make life
easier
• Not an
escape or
place to pass
time
• Under
control
• Middle-aged
• Employed
• Manager or
professional
• Well to do
Use?
• News
• Travel
• Health
• Settle
arguments
9. Cyber-Savvy (19%) – ‘Streetwise’
Attitudes?
Who?
• Enjoy being
online
• Pass time
• Get things
done, BUT
• Risks: time,
privacy
• Younger
• Blue collar
• Deep rural
Use?
• Entertainment
• Gambling
• Sell online
• Post
11. Adigitals (14%)
Attitudes?
Who?
Use?
• Don’t enjoy
being on
• Not a way to
save time
• Frustrated
• Immoral
• Out of control
• 45 +
• Manager or
professional
• Lower income
• Retired
• Urban
• First
generation
users
• Low use, BUT
• Gov’t services
• Info about
politicians
• Civic activities
12.
13.
14. Figure 6: Next Generation Users by Internet Cultures
Next generation users
First generation users
100
86
79
80
75
69
60
53
47
40
31
21
20
25
14
0
e-Mersed
Pragmatists
OxIS current users: 2013 N=2,083
Cyber-savvy
Moderates
Adigital
15. Directions for Further Development
Naming of Cultural Types
Compare Overtime and Cross-nationally
Develop Qualitative Complements