1、 Adults media use and attitudes Report 2016 Research Document Publication date:April 2016 1 About this document This report is published as part of our media literacy duties.It provides research that looks at media use,attitudes and understanding,and how these change over time,with a particular focu
2、s on those groups that tend not to participate digitally.The report covers TV,radio,mobile,games,and the internet,with a particular focus on the latter.The report focuses on the current wave of research which was conducted in autumn 2015 and any key changes compared to 2014.2 3 Contents Section Page
3、 1 Overview 6 2 Executive summary 7 3 Introduction 20 3.1 Ofcoms duties 20 3.2 Research methodology and analysis 20 4 Digital media take-up and use 22 4.1 Section overview 22 4.2 Key findings 22 4.3 Internet take-up and use 23 Internet use,by location and device 23 Volume of internet use 32 Online a
4、ctivities undertaken regularly(at least once a week)35 4.4 Media device take-up,use and affinity 40 Mobile phone use 40 Activities undertaken on a mobile phone 42 Use of apps 45 Device used most often for specific online activities 47 Media platform/device use 48 Most-missed media device 50 5 Digita
5、l media activities 54 5.1 Section overview 54 5.2 Key findings 54 5.3 Overview of online and mobile activities 55 5.4 Watching video 59 Frequency of accessing video content online 59 Device used most often for watching video content online 60 Apps versus browsers watching video content online 62 Con
6、tent watched on YouTube 64 Watching video content on a mobile phone 67 5.5 Listening to audio 69 Frequency of accessing audio content online 69 Device used most often for listening to streamed music online 70 Apps versus browsers listening to streamed music online 71 Listening to music on a mobile p
7、hone 72 5.6 Communicating or participating(including social media)73 Frequency of communicating through various methods online 73 Apps versus browsers email 77 Communication and participation on a mobile phone 78 4 Social media profiles 82 Frequency of visiting social media sites or apps 85 Device u
8、sed most often for social media 86 Apps versus browsers social media 87 5.7 Gaming 88 Gaming,across devices 88 Volume of gaming per week 90 Frequency of playing games online 91 Gaming on a mobile phone 92 5.8 Browsing,searching for content and accessing news 94 Accessing online information sources 9
9、4 Frequency of browsing and searching for content online 100 Device most often used for general surfing/browsing the internet 104 Device mostly used for looking at news websites or apps 105 Apps versus browsers looking at news online 106 Browsing or searching for content on a mobile phone 107 5.9 On
10、line transactions 109 Frequency of using transactional services online 109 Device mostly used for transacting online 111 Apps versus browsers transacting online 113 Transactional activities on a mobile phone 115 5.10 Accessing public or civic services 118 Frequency of using public or civic services
11、online 118 Device mostly used for completing government processes online 121 Reasons for not completing government processes online 122 5.11 Other activities 124 Download software 124 Accessing files through a cloud service 124 Setting up or maintaining a website/blog 124 Doing an online course to g
12、et a qualification 125 Apps versus browsers access files through a cloud service 126 Other activities using a mobile phone 127 6 Media attitudes and critical understanding 129 6.1 Section overview 129 6.2 Key findings 129 6.3 Concerns about media 130 Concerns about TV content 131 Concerns with inter
13、net content 132 Concerns about mobile phones 133 Concerns about apps 134 Concerns about gaming 134 6.4 Media funding 135 TV funding 135 5 Commercial television funding 136 Website funding 137 6.5 Media regulation 139 TV regulation 139 Gaming rules and regulation 140 Internet regulation 141 Press reg
14、ulation 145 6.6 Confidence in using the internet 146 6.7 Understanding search engine results 149 6.8 Online privacy 151 6.9 Online safety and security 164 7 Newer,narrow and non-users of the internet 171 7.1 Section overview 171 7.2 Key findings 172 7.3 Newer internet users 174 Incidence of newer us
15、ers within the online population 174 Confidence as an internet user 178 Understanding search engines results 179 Security concerns about providing personal information 181 Judgements made about websites 182 Online security measures and safety features 183 Experience of negative online events in the
16、past 12 months 184 Concerns about the internet 185 Online regulation 186 7.4 Narrow internet users 187 Incidence of narrow users within the online population 188 Internet use 189 Confidence as an internet user 190 Understanding search engine results 191 Security concerns about providing personal inf
17、ormation 193 Judgements made about websites 194 Online security measures and safety features 195 Experience of negative online events in the past 12 months 196 Concerns about the internet 197 Online regulation 198 7.5 Non-users of the internet 198 Incidence of non-users within the adult population 1
18、98 Demographic profile of non-users versus internet users 199 Proxy use of the internet by non-users 200 Intention to go online 200 Perceived advantages of being online 201 6 Section 1 1 Overview The Adults Media Use and Attitudes Report this year highlights shifts in how people are engaging with on
19、line content and services,raising a number of important implications.1 There has been a sizeable increase in the proportion of internet users saying they only use websites or apps that theyve used before(42%vs 31%in 2014).This change is seen across all socio-economic groups and particularly among th
20、ose aged 25 and over.This may be linked to the growing tendency to use“digital intermediaries”such as Facebook,Google,YouTube and Amazon for much activity.This change in use patterns underlines the growing importance of critical literacy skills.Even as search engines remain the default means of acce
21、ssing information,levels of understanding remain mixed as to what their results signify,and half of search engine users are unable to correctly identify ads or sponsored links at the top of many results pages.2 There has been a considerable rise(from 6%in 2014 to 16%in 2015)in the proportion of adul
22、ts who only use smartphones or tablets to go online,and not a PC/laptop.In other words,these newer devices are not just supplementing PCs/laptops,but are starting to replace them.This pattern is seen across all ages of adults,across all socio-economic groups and for males and females,but is particul
23、arly marked among newer users,young people and those in DE households.This move away from PCs and laptops and towards smartphones and tablets has the potential to make an impact in a number of areas.There are implications for plurality:as people may use fewer sources for their content and services,a
24、nd prefer to use a small subset of apps or digital intermediaries rather than search for a wider range of material,then discoverability mechanisms become more important.There are also implications for usability,as the size of the device may hamper some types of use e.g.typing longer forms/documents;
25、and online habits,as peoples use is more dependent on their data consumption and can diminish considerably as monthly allowances are used up.3 There is an increasing preference for mobile phones above more traditional media devices.From 2005-2014,adults were most likely to say they would miss their
26、TV set the most.Now mobile phones are the most-missed media device.The smartphone is also the device mostly used for social media and is the preferred device for the majority of online activities.4 There is increasing polarity between different age groups in terms of communications activity.Whereas
27、25 years ago,all age groups shared just two common means of communication landlines and letters the landscape is now considerably more varied,and there is a risk that common means of communication that cut across demographics are becoming increasingly rare,with implications for social connectivity a
28、nd information-sharing.7 Section 2 2 Executive summary The Adults Media Use and Attitudes Report provides research that highlights the roles that media fulfil in peoples daily lives.The research looks at media use,attitudes and understanding,and how these change over time,with a particular focus on
29、those groups that tend not to participate digitally.The report covers TV,radio,mobile,games,and the internet,with a particular focus on the latter.Media literacy enables people to have the skills,knowledge and understanding they need to make full use of the opportunities presented both by traditiona
30、l and by new communications services.Media literacy also helps people to manage content and communications,and protect themselves and their families from the potential risks associated with using these services.The report also includes results of analysis of the following data sources,in the Annex:A
31、dults television viewing habits:data sourced from BARB,the UKs television measurement panel(2015).The frequency with which the web properties most popular among internet users are visited by adults(comScore data,2015).Summary of key themes This years report shows that:There has been a considerable i
32、ncrease in the proportion of adults who only use devices other than a PC/laptop(e.g.smartphones and tablets)to go online,indicating that these devices are no longer just supplementing PCs/laptops,but are starting to replace them.This pattern is seen across all ages of adults,across all socio-economi
33、c groups and for males and females,but is particularly marked among newer users1,young people and those in DE households.There is an increasing preference for mobile devices over more traditional media devices.While in 2014,adults were most likely to say they would miss their TV set the most,mobile
34、phones are now the most-missed media device.The smartphone is the device mostly used for social media and is the preferred device for the majority of online activities.There has been a narrowing in stated use of the internet;evidenced by an eleven percentage point increase in the number of responden
35、ts agreeing that they only use websites or apps that theyve used before(42%vs 31%in 2014).This change is seen across all socio-economic groups and particularly among those aged 25 and over.There continue to be considerable differences in take-up and use of the internet by age group.Almost two-thirds
36、 of over-75s,and a third of 65-74s say they do not use the internet at all,compared to 17%of 55-64s and 5%or less for under-55s.1 Newer users are categorised as those who first went online less than five years ago.8 Cognitive skills remain a challenge for many internet users.Half of search engine us
37、ers(51%)were unable to correctly identify adverts or sponsored links in a results page of a search engine;this was more common among over-65s and those in DE households.And there is a continued lack of understanding around how search engines operate,for a sizeable minority of internet users.Although
38、 six in ten(62%)say that,on a results page,some of the websites listed will be accurate and unbiased and some wont be,18%think that if a website has been listed by a search engine it must be accurate and unbiased.A further 12%say they have not thought about this,and 8%say they do not know.Those aged
39、 25-34 are most likely to give an incorrect response to this question.There is a trend among some social media users to make their accounts more private,indicating an increasing level of awareness of privacy issues on social media sites.Two-thirds of Facebook users say they have changed the settings
40、 of their Facebook account to make it more private,while two-thirds of Instagram users say the same about their Instagram account.However,over the same period,there has been no change in the extent of internet users willingness to enter personal details online.Key findings Digital media take-up and
41、use Internet take-up and use Almost nine in ten UK adults say they use the internet,on any device,in any location-unchanged since 2014 Two-thirds(66%)of adults use the internet both at home and elsewhere,while one in five(18%)use it just at home and 4%use it only outside the home.In total,nearly nin
42、e in ten(87%)UK adults say they use the internet,on any device,either at home or elsewhere,in 2015(vs.86%in 2014).Just over one in ten(13%)do not use the internet at all,which rises to 65%of those aged 75+,and 33%of 65-74s.Adults are more likely than in 2014 to only use a device other than a compute
43、r to go online Seven in ten(71%)adults go online using a computer(PC/laptop);a decrease of ten percentage points since 2014.At the same time,adults are almost three times as likely to use only a device other than a computer to go online(16%in 2015 vs.6%in 2014).In each demographic group,there has be
44、en a year-on-year increase in the proportion that only use devices other than a computer to go online;in particular,two in ten 16-24s and a quarter of DEs.This suggests that other devices(e.g.smartphones and tablets)are starting to take the place of computers for internet use.Smartphones are replaci
45、ng computers for internet use Two-thirds(65%)of all adults use a smartphone to go online;up by four percentage points since 2014.Of those who only use devices other than computers to go online,78%use a smartphone,while 6%of all adults only use a smartphone,and no other device,to go online(up by thre
46、e percentage points since 2014).Smartphones are the only device used to go online,at home and elsewhere,by a majority of adults.9 Volume of internet use There has been no change in the self-reported volume of internet use per week UK adults spend an average of 21.6 hours online each week,which is un
47、changed since 2014.However,younger internet users and ABs have a higher weekly volume of use,compared to all internet users,while those aged 55+and C2s have a lower weekly volume of use.Since 2014,internet users are now more likely to say that in most weeks they only use websites or apps that they h
48、ave used before One in five(21%)internet users say they use lots of websites or apps that they havent used before,a decrease of four percentage points since 2014.This rises to three in ten(30%)16-24s,compared to around one in ten of those aged 65+(10%for 65-64s and 13%for 75+).Internet users are now
49、 more likely to say that in most weeks they only use websites or apps that they have used before(42%vs.31%in 2014).Media device take-up,use and affinity Mobiles are now the most-missed media device among all adults While in 2014,adults were most likely to say they would miss their TV set the most(37
50、%vs.30%in 2015),mobile phones are now the most missed media device(38%vs.32%in 2014).However,this is not consistent among all age groups:those aged 55+still name their TV set as the device they would miss the most.Smartphones are the preferred device for five out of nine online activities Internet u