Plenary session of the IoS 2011 collaboration meetings that took part in Brussels the 28th and 29th of September 2011

1. Know Thy ‘Next Generation’ User:
An Empirical Perspective on Trends in Internet Use
William H. Dutton
Oxford Internet Institute (OII)
University of Oxford
www.ox.ac.uk
Presentation for the European Commission’s Internet of Services
Technical Collaboration Meeting for FP7 Projects, 28 September 2011.

2. User-Oriented Design
• Know Thyself
• Know Thy User
• Know Thy ‘Next Generation’ User

3. Oxford Internet Surveys
• 2003, 2005, 2007, 2009, 2011
• 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 2011 from the Nominet
Trust, British Library, Ofcom, O2, and ITV.com
• Component of World Internet Project (WIP)

14. Next Generation Users by Paying for Online Services
Next generation users First generation users
100
80
60
40 35
17 15
20
6 8 7
5 3
0
Have paid for Have paid for Have paid for Have paid for
downloaded music downloaded videos music listened newspapers/
to online magazines
read online
Current users. OxIS 2011: N=1,498

15. Appropriatness to Pay for Online Services by Users
and Non-Users
Next generation users First generation users Non- and Ex-Users
100
80
60
40
30
21 23
20 15
11
8
0
Appropriate to Appropriate to
download music download/copy
without paying book without paying
OxIS 2011: N=2,057

16. Attitudes toward Privacy by Users and Non-Users
Next generation users First generation users Non- and Ex-Users
100
90 91 91
80
63
60
45
42 41
40 34
31
20
0
People should Use of computers Use of
protect credit and Internet CCTV/webcam/
card details threatens privacy security cameras
online threatens
personal privacy
OxIS 2011: N=2,057

17. Next Generation Users by Willingness to
Share Private Data Online
Next generation users First generation users
100
80
60
40
29
23 21
20 17 15 14 15
12 11
8 7 6 3 4
0
E-mail Full Date of Postal Photograph Phone Credit card
address name birth address number number
Current users. OxIS 2011: N=1,498

18. Attitudes toward Freedom of Expression
by Users and Non-Users
Next Generation Users by Willingness to
Next generationShare Private Data Online
users First generation users Non- and Ex-Users
Next generation users First generation users
100
% of users who feel comfortable
100
providing these data
80
80 60
71
40 64
29
23
60 20
21
17 15 14 15
55
12 11
8 7 6 3 4
0
E-mail Full Date of Postal Photograph Phone Credit card
40 address name birth address number number
Current users. OxIS 2011: N=1,498
20
0
People should be
able to express
opinions anonymously
online
OxIS 2011: N=2,057

19. Attitudes toward Freedom of Expression
by Users and Non-Users
Next generation users First generation users Non- and Ex-Users
100
80
60
40 32 33
30
20
0
Censorship has no
place in a free
society
OxIS 2011: N=2,057

20. The Global Internet Values Project*
• Collaboration of OII, INSEAD, and comScore for
the World Economic Forum (WEF)
• Online Global Survey, English
• Completed by 5,400 Adult Internet Users
• Conducted from Oct-Nov 2010
• 13 countries: Australia/New
Zealand, Brazil, Canada, China, France, German
y, Italy, India, Mexico, South Africa, Spain, the
United States, and the United Kingdom
*Dutta, S., Dutton, W. H. and Law, G. (2011), The New Internet World: A Global
Perspective on Freedom of Expression, Privacy, Trust and Security Online. New York:
The World Economic Forum, April. Available at SSRN:
http://ssrn.com/abstract=1810005

21. Regions as Percentage of the Worldwide Population of Users

22. ‘Access to the Internet Should be a Fundamental Right for all People’

23. Support for Freedom of Expression by Level of Internet Adoption

26. Pattern of Findings Supporting Conception of a ‘New Internet
World’: Many Limitations

27. Points of Summary
• Rise of ‘Next Generation Users’ – users to
design for
• Enduring and New Digital Divides: the Internet
is Socially Distributed
• Europe could be the
‘Old Internet World’
due to users, not the
designers

28. Know Thy ‘Next Generation’ User:
An Empirical Perspective on Trends in Internet Use
William H. Dutton
Oxford Internet Institute (OII)
University of Oxford
www.ox.ac.uk
Presentation for the European Commission’s Internet of Services
Technical Collaboration Meeting for FP7 Projects, 28 September 2011.