Media Literacy: Understanding Digital Capabilities

Transcription

1 1 Paste cobrand logo here Final Internal _Client use only /SR/HWS/AP Media Literacy: Understanding Digital Capabilities November 2014 final report

2 The Purpose of this Research 2 1 Measure the current state of the nation with regards to internet access and use 2 Understand what the current barriers to going online are for those who are not online 3 Gauge how 7 segments based on internet habits and attitudes fall out in the population in 2014 compared to 2 years previous

3 Key groups:- Definitions 3 Non-users- These are people who don t currently use the internet but they could have used in the past or they get someone else to use the internet on their behalf Lapsed users- These are non-users who used to be online but they never use the internet nowadays, this could be for a variety of reasons Proxy users- These are non-users who never use the internet themselves but get someone else to use it on their behalf Never used and no proxy- These are non-users who don t currently use the internet, never have and never get someone else to use the internet on their behalf Unskilled onliners- These are internet users who can t complete the 4 basic tasks*; send s, general surfing/browsing, using a search engine, complete online application forms which include personal details Skilled onliners- These are users who can complete the 4 basic tasks*; send s, general surfing/browsing, using a search engine, complete online application forms which include personal details Segments- Descriptions can be found in the 2012 full report * Go On defined the 4 basic tasks in September 2013

4 Understanding the current State of the Nation

5 Understanding how the UK population sits within internet use 5 UK Adult (15+) Population 2012 = 50.2m* 2013 = 51.4m* 2014 = 53.0m* 2012: 79% Users = 39.5m 2013: 8 Users = 44.4m 2014: 84% Users = 44.7m 2012: 21% Non-users = 10.6m 2013: 14% Non-users = 7.1m 2014: 1 Non-users = 8.3m *Source: ONS, NRS & RAJAR Users: Q. Which of these best describes how often you go online or use the internet nowadays? Difference between the number of non-users is significant 2012 to 2014 but not significant 2013 vs. 2014

6 The number of users in the bottom 2 segments has dropped by 9% points since in 4 users now fall in to the high user groups compared to less than 2 in 3 users falling into these groups 2 years ago 2014 Total internet users 84% Hi-tech Influencers Segment 21% % 12% 14% <1% Eager Enthusiasts Traditional Followers Total internet users % 79% 2 Trend-setting wannabes Functional Users Willing Worriers Concerned Resistors Not categorised Segment 1 12% % 21% *Rebased on only those who fall into a segment 62% 3 Q. Which of these best describes your use of the internet? All internet users 2012: 1536, 2014, 1897 (unweighted) Blue= High internet use Green= Medium internet use Red= Low internet use

7 Understanding how the UK Offline population sits within internet use % Lapsed users = 1.3m 1 Nonusers = 8.3m Proxy users = 3.1m 9% Never used & no proxy use 4.6m % Lapsed users = 1.0m 2012 Lapsed users = 2.5m 14% Nonusers = 7.0m Proxy users = 3.2m 7% Never used & no proxy use 3.6m 21% Nonusers = 10.6m 9% Proxy users = 4.6m 10% Never used & no proxy use 5.2m Q. Which of these best describes how often you go online or use the internet nowadays?/ Q. Have you EVER used the internet at all through any device?/ Q. Do you ever get someone else to use the internet on your behalf?/ Q. Are you likely to use the internet in the future?

8 Most adult internet users have been online for over 6 years, with older ages dominating those not yet online 8 Biases still exist amongst internet users Internet newcomers 2012: 9% of adults had come online within the last 2 years 82% 71% 10% 4% Males, younger age groups and higher social grades have typically been online longer More than 6 years 5-6 years 3-5 years 1-3 years Less than a year Age profile of non-users 62% 51% 2% 7% Those 55+ make up 8 in 10 non-users in 2014, up from 69% in % 11% 2014: 7% of adults had come online within the last 2 years 19% Outer ring = 2014 Inner ring = Users: Q. Which of these best describes how often you go online or use the internet nowadays? Q.INTTEN And for how long have you had access to the internet?

9 On average UK adults now have 1 more type of device in their household than they did in Number of different web enabled devices owned in household Average 3.23 web enabled devices owned (vs. 2.3 in 2012) Number of different web enabled devices used to access the internet Average 2.37 ever used to access web (vs. 2.1 in 2012) 50% 40% 30% 20% 10% 0% % 40% 30% 20% 10% 0% Q1 asked to all respondents 15+: Base 2012: 2056 Base 2014: 2287 (Unweighted) Q2 asked to all who have any internet enabled device in hh 15+: UW Base 2012: 1491 UW Base 2014: 1979

10 Tablet ownership has almost tripled in the past 2 years % Adults own in HH % Adults own in HH PC/Laptop Smartphone Tablet computer % of adults Games console 84 Internet enabled TV set 90 Blu-ray that streams have any internet enabled device in their home vs. 82% in 2012 Q1 Which of the following do you have in your household? asked to all respondents 15+: Base 2012: 2056 Base 2014: 2287 (Unweighted)

11 Despite stable PC and laptop ownership, the number of users of these devices to go online has declined Smartphone and tablet usage has increased significantly since PC/desktop/Laptop (any) PC/desktop/Laptop - Home Smartphone PC/desktop/Laptop - Work/school/college Tablet Games console PC/desktop/Laptop - Someone else's home TV set with built in internet PC/desktop/Laptop - Public place 11% 11% 11% 12% 10% 4% 9% 31% 30% 29% % 9 94% Devices EVER used to access internet based on those who have internet enabled device in household 2012 Users 2014 Users Q2 And through which of these, if any, do you personally EVER access the internet? It does not matter whether the equipment belongs to you or not. asked to all who have any internet enabled device in hh 15+: Base 2012: 1491 Base 2014: 1979 (Unweighted)

12 Adults in 2014 can do more tasks online than they could in in 7 have done all 26 surveyed vs. 1 in 20 in % adults 15+ who have ever done Number of tasks ever done % 1 No. tasks ever tried 2012 Low Med High 0-6 Tasks 82% 7-24 tasks 10% tasks 10% Tasks 71% 7-24 tasks 24% tasks 0% On average, adults can do tasks This compares to tasks in 2012 Q15 (2012) Q8b (2014) For each one we would like to understand whether you have done it or not and how well you can do it. All who use the Internet 15+ : Base 2012: 1536 UW Base 2014: 1897 (Unweighted)

13 Understanding the current barriers to going online

14 Non-users are more likely to live in the North East, West and Wales and East Anglia 14 Significantly higher vs. North West, Anglia, London, Southern, Scotland Users Non- users 1 10% 11% % 21% 21% 2 84% 90% 89% 87% 8 84% 82% 82% 80% 79% 79% 7 UK Southern London Yorkshire Scotland North West Central NI South West Anglia Wales and West (HTV) NEast Q. Frequency of accessing the internet -15+ All 2287, Anglia 170, Central 219, London 423, NI 120, North East 147, North West 232, Scotland 217, Southern 248, Wales and west 212, South West 131, Yorkshire 168 (Unweighted)

15 Those who are not online are biased towards older age groups and lower social grades 15 Non- users/not lapsed DEMOGRAPHICS Age and income related demographics are still apparent amongst non-users AWARENESS OF THE WEB Awareness of the internet is almost total (9), however this is awareness of the term/phrase with 6 of non-users feeling they know almost nothing about it, particularly those m 7 5.1m 5 3.9m 5 4.0m AWARENESS OF THE TERM/PHRASE 9 are 65+ are C2DE have no formal qualification Female 6 NON-USERS FEELING THEY KNOW ALMOST NOTHING ABOUT IT LACK OF INTEREST Lack of interest is top barrier (77% net) 3.4m 2.5m Knowledge and concerns are real barriers too (2 net) 0.8m 0.7m ACCESS AND AFFORDABILITY Access is a key barrier (42% net); 19% claim no access to a computer. Affordability (14% net) is less of an issue, just under 1 in 10 cite inability to afford a computer. 14% affordability (net) not interested 50% don t need it 3 uncomfortable with technology 12% don t know how to use it 11% 1.0m Q6 Please can you tell me how much you feel you know about the internet? Q7a, Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online 314, (Unweighted) Confidence intervals need to be considered when looking at smaller sample sizes and grossing to the population. With this unweighted base of 314, a result of 50% is accurate to +/-, a result of 10% or 90% is accurate to +/- (at the 9 confidence level)

16 Similarly those who get someone else to use the internet on their behalf are biased towards older age groups and lower social grades 16 Proxy users DEMOGRAPHICS Age and income related demographics are still apparent amongst proxy users AWARENESS OF THE WEB Awareness of the internet is total (100%), however this is awareness of the term/phrase with 47% of proxy users feeling they know almost nothing about it, particularly those % 1.8m 6 2.1m 5 1.6m 5 1.8m AWARENESS OF THE TERM/PHRASE 100% are 65+ are C2DE have no formal qualification Female 47% PROXY USERS FEELING THEY KNOW ALMOST NOTHING ABOUT IT LACK OF INTEREST Lack of interest is a top barrier (57% net) 1.2m 0.9m Knowledge and concerns are real barriers too (2 net) 0.4m 0.4m ACCESS AND AFFORDABILITY Access is a key barrier (4 net); 1 claim no access to a computer. Affordability (12% net) is less of an issue with saying they need other things more. 12% affordability (net) not interested 40% don t need it 30% not confident with PC/web 1 don t know how to use it 12% 0.4m Q6 Please can you tell me how much you feel you know about the internet? Q7a, Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online, but get someone else to use the internet for them 151 (Unweighted) Confidence intervals need to be considered when looking at smaller sample sizes and grossing to the population. With this unweighted base of 147, a result of 50% is accurate to +/-, a result of 10% or 90% is accurate to +/- (at the 9 confidence level)

17 Lapsed users are also biased towards older age groups and lower social grades 17 Lapsed users DEMOGRAPHICS Age and income related demographics are still apparent amongst lapsed users AWARENESS OF THE WEB All lapsed users claim to be aware of the phrase, but despite being users of the internet in the past 1 feel they know almost nothing about it.. 59% 0.8m 70% 1.0m 37% 0.5m 5 0.7m AWARENESS OF THE TERM/PHRASE 100% are 55+ are C2DE have no formal qualification Female 1 LAPSED USERS FEELING THEY KNOW ALMOST NOTHING ABOUT IT LACK OF INTEREST Lack of interest is top barrier (57% net) 0.4m 0.4m Knowledge and concerns are real barriers too (2 net) 0.2m 0.2m ACCESS AND AFFORDABILITY Access is a key barrier (4 net); 27% claim no access to a computer This is less of an issue than affordability (27% net). 1 in 10 cite inability to afford a computer. 27% affordability (net) not interested 29% don t need it 2 uncomfortable with technology 1 worried about security 14% 0.4m Q6 Please can you tell me how much you feel you know about the internet? Q7a, Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online, but used to 65 (Unweighted) Confidence intervals need to be considered when looking at smaller sample sizes and grossing to the population. With this unweighted base of 63, a result of 50% is accurate to +/- 12%, a result of 10% or 90% is accurate to +/- 7% (at the 9 confidence level)

18 Barriers for internet use amongst those who have never used the internet but are aware of it (1) 18 Non user/not lapsed - reasons for never using (2012) Non user/not lapsed - reasons for never using (2014) INTEREST AND USAGE (net) I am not interested in it I don't need it I would not use it enough It's not for people my age It doesn't provide anything I can't get elsewhere I don't have time to use it KNOWLEDGE / CONCERNS (net) I am not comfortable with technology I don't know how to use it I am not confident with how to use a PC/web Don't know what internet is and offers I am worried about security /ID theft/fraud/privacy Don't want to get addicted/would stop me doing other things There is too much inappropriate content Worried I may break something/get stuck I don't know where to get it from 9% 9% 9% 4% % 19% 11% 9% 9% 2% 1% 2% 2% 1% 2% 1% 34% 3 40% % Reasons why not accessed the internet Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online, , (Unweighted) 2.0m 50% 60% 2014 nets 77% Greater barrier vs m Less of a barrier vs Lack of interest - Not comfortable with technology - Can ask others - Don t know how to use it - Don t have access to computer - Can t afford internet connection Interest and Usage 77% Access 42% Knowledge/concerns 2 Affordability 14%

19 Barriers for internet use amongst those who have never used the internet but are aware of it (2) 19 Non user - reasons for never using (2012) Non user - reasons for never using (2014) ACCESS (net) I can ask others to use it for me I don't have a computer or access to one I don't have a landline phone I am not physically able to use a computer I don't have access to a public place with a computer AFFORDABILITY (net) I can't afford a computer I need other things more I can't afford an internet connection I don't want to pay a monthly fee I don't want to sign a 12 month contract Other 2 10% 20% 1 19% 10% 2% 1% 2% 1 14% 9% 7% 4% 2% 1% 1% 1% 1.0m % Reasons why not accessed the internet 42% 2.8m Greater barrier vs nets Less of a barrier vs Lack of interest - Not comfortable with technology - Can ask others - Don t know how to use it - Don t have access to computer - Can t afford internet connection Interest and Usage 77% Access 42% Knowledge/concerns 2 Affordability 14% Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online, , (Unweighted)

20 For non users who claim not to be interested in using the internet, access and affordability are also key barriers 20 Non user - Filter: not interested in using (2014) % Key reasons why not accessed the internet Non user - All (2014) ACCESS (net) I can ask others to use it for me I don't have a computer or access to one I don't have a landline phone I am not physically able to use a computer I don't have access to a public place with a computer 2% 2% 7% 10% 20% 20% 19% 2 44% 42% Greater barrier vs. all non users - Can t afford a computer AFFORDABILITY (net) I can't afford a computer I need other things more I can't afford an internet connection I don't want to pay a monthly fee I don't want to sign a 12 month contract 2% 2% 1% 4% 11% 14% 19% - Need other things more - Don t have access to computer Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online, say not interested 64(Unweighted)

21 For non users who claim not to be interested (net) in using the internet, access is less of an issue but affordability is key barrier 21 Non user - Filter: interest (net) (2014) % Key reasons why not accessed the internet Non user - All (2014) ACCESS (net) I can ask others to use it for me I don't have a computer or access to one I don't have a landline phone I am not physically able to use a computer I don't have access to a public place with a computer 2% 2% 10% 1 20% 22% 19% 3 42% Greater barrier vs. all non users - Can t afford a computer AFFORDABILITY (net) I can't afford a computer I need other things more I can't afford an internet connection I don't want to pay a monthly fee I don't want to sign a 12 month contract 7% 4% 4% 1% 1% 1 14% - Can t afford a connection - Don t have access to computer Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online, say not interested (net) 87(Unweighted)

22 For non users who access (net) is a barrier knowledge and affordability are also key barriers 22 Non user - Filter: access (net) (2014) Non user - All (2014) KNOWLEDGE / CONCERNS (net) I am not comfortable with technology I don't know how to use it I am not confident with how to use a PC/web Don't know what internet is and offers I am worried about security /ID theft/fraud/privacy Don't want to get addicted/would stop me doing other things There is too much inappropriate content 2% % Key reasons why not accessed the internet 37% % 1 11% 14% 9% Greater barrier vs. all non users - Not comfortable with technology - Don t know how to use it AFFORDABILITY (net) I can't afford a computer I need other things more I can't afford an internet connection I don't want to pay a monthly fee I don't want to sign a 12 month contract 10% 4% 1% 14% 19% - Not confident using PC/Web - Don t want to pay a monthly fee Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online, say access (net) 143 (Unweighted)

23 For non users where knowledge (net) is a barrier, interest is less of an issue but access and affordability are also key barriers 23 Non user - Filter: knowledge (net) (2014) % Reasons why not accessed the internet Non user - All (2014) ACCESS (net) I can ask others to use it for me I don't have a computer or access to one I don't have a landline phone I am not physically able to use a computer I don't have access to a public place with a computer 2% 2% 14% 10% 11% 20% 19% 2 32% 5 42% Greater barrier vs. all non users - I can ask others - Don t have a computer AFFORDABILITY (net) I can't afford a computer I need other things more I can't afford an internet connection I don't want to pay a monthly fee I don't want to sign a 12 month contract 14% 10% 9% 4% 9% 4% 1% 24% - Can t afford a computer - Don t want to pay a monthly fee Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online, say knowledge/ concerns (net) 87 (Unweighted)

24 Barriers for internet use amongst those who get someone else to use the internet for them (1) 24 Proxy users - reasons for never using (2012) Proxy users- reasons for never using (2014) INTEREST AND USAGE (net) I am not interested in it I don't need it 1 I would not use it enough 10% It's not for people my age 10% It doesn't provide anything I can't get elsewhere I don't have time to use it 4% KNOWLEDGE / CONCERNS (net) 11% I am not confident with how to use a PC/web 1 I don't know how to use it 12% I am not comfortable with technology 11% 10% I am worried about security /ID theft/fraud/privacy 7% Don't know what internet is and offers 4% Don't want to get addicted/would stop me doing other 1% There is too much inappropriate content 1% I don't know where to get it from 1% Worried I may break something/get stuck 0% % 40% 34% 30% 0.9m % Reasons why not accessed the internet 4 57% 6 1.8m Greater barrier vs Less of a barrier vs Lack of interest - Don t know how to use it - Can ask others - Not comfortable with technology 2014 nets - Can t afford internet connection Interest and Usage 57% Access 4 Knowledge/concerns 2 Affordability 12% Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online, but get someone else to use the internet for them , (Unweighted)

25 Barriers for internet use amongst those who get someone else to use the internet for them (2) 25 Proxy users- reasons for never using (2012) Proxy users- reasons for never using (2014) ACCESS (net) 22% I can ask others to use it for me 1 I don't have a computer or access to one 1 4% I don't have a landline phone 2% I am not physically able to use a computer I don't have access to a public place with a computer AFFORDABILITY (net) I need other things more 2% 2% 1 12% 9% 7% I can't afford a computer I don't want to pay a monthly fee I don't want to sign a 12 month contract 1% 7% I can't afford an internet connection 2% 0.4m % Reasons why not accessed the internet 34% 37% 4 1.4m Greater barrier vs nets Less of a barrier vs Lack of interest - Don t know how to use it - Can ask others - Not comfortable with technology - Can t afford internet connection Interest and Usage 57% Access 4 Knowledge/concerns 2 Other 1% 0% Affordability 12% Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online, but get someone else to use the internet for them , (Unweighted)

26 For proxy users who are not interested, access and knowledge are also key barriers 26 Proxy users - Filter: not interested in using (2014) Proxy users- All (2014) ACCESS (net) I can ask others to use it for me I don't have a computer or access to one I don't have a landline phone I am not physically able to use a computer 1 34% 3 % Key reasons why not accessed the internet Greater barrier vs. all proxy users - Can ask others KNOWLEDGE / CONCERNS (net) I am not confident with how to use a PC/web I don't know how to use it I am not comfortable with technology I am worried about security /ID theft/fraud/privacy Don't know what internet is and offers Don't want to get addicted/would stop me doing other things There is too much inappropriate content % 1 11% 11% 7% 4% 31% 2 - Don t have a computer - Don t know how to use it - Don t need it - Would not use it enough Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online, but get someone else to use the internet for them not interested 64 (Unweighted)

27 For proxy users who are not interested (net), access and knowledge are also key barriers 27 Proxy users - Filter: interest (net) (2014) % Key reasons why not accessed the internet Proxy users- All (2014) ACCESS (net) I can ask others to use it for me I don't have a computer or access to one I don't have a landline phone I am not physically able to use a computer I don't have access to a public place with a computer 2% % 39% 52% 4 Greater barrier vs. all proxy users KNOWLEDGE / CONCERNS (net) I am not confident with how to use a PC/web I don't know how to use it I am not comfortable with technology I am worried about security /ID theft/fraud/privacy Don't know what internet is and offers Don't want to get addicted/would stop me doing other There is too much inappropriate content I don't know where to get it from Worried I may break something/get stuck 7% 4% 1% 1% 0% 0% 14% 1 14% 12% 17% 11% 11% Can ask others - Don t have a computer - Don t know how to use it - Not comfortable with technology - Worried about security Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online, but get someone else to use the internet for them not interested (net) 87 (Unweighted)

28 For proxy users who lack access (net), interest and knowledge are also key barriers 28 Proxy users - Filter: access (net) (2014) Proxy users- All (2014) % Key reasons why not accessed the internet INTEREST AND USAGE (net) I am not interested in it I don't need it I would not use it enough It's not for people my age It doesn't provide anything I can't get elsewhere I don't have time to use it 10% 10% 4% 4% 1 30% 40% 39% 6 57% 5 Greater barrier vs. all proxy users - I am not interested - Don t need it KNOWLEDGE / CONCERNS (net) I am not confident with how to use a PC/web I don't know how to use it I am not comfortable with technology I am worried about security /ID theft/fraud/privacy Don't know what internet is and offers Don't want to get addicted/would stop me doing other There is too much inappropriate content 1 12% 11% 12% 7% 4% 7% 2 21% 2 19% 4 - Would not use it enough - Not confident - Not comfortable Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online, but get someone else to use the internet for them access (net) 70 (Unweighted)

29 Barriers for internet use amongst those who are not online but have used the internet before (1) 29 Lapsed users- reasons for lapsed use (2012) % Reasons why not accessed the internet Lapsed users- reasons for lapsed use (2014) INTEREST AND USAGE (net) I am not interested in it I don't need it I would not use it enough It doesn't provide anything I can't get elsewhere I don't have time to use it It's not for people my age 4% 2% 1% 10% 19% 1 31% 29% 2 52% Greater barrier vs % 0.7m Less of a barrier vs Don t need it - Would not use it enough - Worried about security - Not comfortable with technology - Don t have a computer - Now I ask others KNOWLEDGE / CONCERNS (net) I am worried about security /ID theft/fraud/privacy I am not comfortable with technology I am not confident with how to use a PC/web Worried I may break something/get stuck There is too much inappropriate content Don't want to get addicted/would stop me doing other things I don't know where to get it from 4% 1% 4% 1% 2% 0% 17% 14% 1 11% 10% 2 0.4m - I need other things more 2014 nets - Don t want to sign a 12 month contract Interest and Usage 57% Access 4 Affordability 27% Knowledge/concerns 2 Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Non users of the internet (lapsed use), Adults , (Unweighted)

30 Barriers for internet use amongst those who are not online but have used the internet before (2) 30 Lapsed users- reasons for lapsed use (2012) Lapsed users- reasons for lapsed use (2014) % Reasons why not accessed the internet ACCESS (net) I don't have a computer or access to one anymore I don't have a landline phone anymore Now I ask others to use it for me if I need to use it I am not physically able to use a computer anymore I don't have access to a public place with a computer anymore 1% 1% 1% 0% 14% 12% 22% 19% 2 27% 0.6m 4 4 Greater barrier vs Less of a barrier vs Don t need it - Would not use it enough - Worried about security - Not comfortable with technology - Don t have a computer - Now I ask others AFFORDABILITY (net) I can't afford an internet connection I need other things more I don't want to pay a monthly fee I can't afford a computer/to fix it I don't want to sign a 12 month contract Other 4% 2% % 14% 10% 10% 1 29% 27% 0.4m - I need other things more 2014 nets - Don t want to sign a 12 month contract Interest and Usage 57% Access 4 Affordability 27% Knowledge/concerns 2 Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Non users of the internet (lapsed use), Adults , (Unweighted)

31 Segmenting the internet population: How do the segments compare to 2012?

32 The internet population divides into 7 segments 32 Concerned Resistors 14% 22% 1 Hi-tech Influencers 21% Outer ring = 2014 Innner ring = 2012 Willing Worriers 12% 14% INTERNET POPULATION Eager Enthusiasts Higher vs Stable vs Lower vs Functional Users 17% Trend-setting wannabes 17% 1 Traditional Followers : Total 1483, Hi-tech Influencers: 174, Eager Enthusiasts: 174, Traditional Followers: 205, Trend-setting wannabes: 114, functional users: 235, Willing Worriers: 211, Concerned Resistors: 370 (Unweighted) Total 1893, Hi-tech influencers: 399, Eager Enthusiasts: 256, Traditional Followers: 279, Trend-setting wannabes: 149, Functional Users: 310, Willing Worriers: 236, Concerned Resistors: 264 (Unweighted)

33 Frequency of accessing the internet 33 HIGH USER MEDIUM USER LOW USER Around once a day Several times a day % 14% 2 11% 20% 22% % 1 94% 97% 7 80% 7 82% 6 84% 59% 64% 6 71% 27% 19% % 6 Hi-tech Influencers 2012 Hi-tech Influencers 2014 Eager Enthusiasts 2012 Eager Enthusiasts 2014 Traditional Traditional Followers 2012 Followers 2014 Trend-setting wannabes 2012 Trend-setting wannabes 2014 Functional Users 2012 Functional Users 2014 Willing Worriers 2012 Willing Concerned Concerned Worriers 2014 Resistors 2012 Resistors 2014 Total 2012 Total : Total 1483, Hi-tech Influencers: 174, Eager Enthusiasts: 174, Traditional Followers: 205, Trend-setting wannabes: 114, functional users: 235, Willing Worriers: 211, Concerned Resistors: 370 (Unweighted) Total 1893, Hitech influencers: 399, Eager Enthusiasts: 256, Traditional Followers: 279, Trend-setting wannabes: 149, Functional Users: 310, Willing Worriers: 236, Concerned Resistors: 264 (Unweighted)

34 Concerned Resistors (14% vs. 22% in 2012) 34 60% FEMALE LIGHT USER Age 45+ Age % Least social Least likely to be able to do all they need/want to online Rely on others and courses, etc for help on the internet Feels they are getting left behind with lack of knowledge and use of the internet Most likely to be able to live without the internet Unskilled concerned resistors C2DE SPREAD OF SEG Concerned about online privacy Don't like to try new things on the internet in case do something wrong 4 54% Wants to learn more but don't know where to start No formal qualification Female 2.0 (vs. 1.4) INTERNET DEVICES IN HOUSEHOLD (TOP TWO) 1.2 (vs. 1.1) DEVICES USED TO ACCESS INTERNET (TOP TWO) 8 PC / LAPTOP 3 SMART PHONE (vs. 19%) 8 (vs. 9) 14% (vs. ) PC / LAPTOP SMART PHONE 2012 Figures in ( )

35 Concerned Resistors (14% vs. 22% in 2012) 35 COMPLETELY AV 6.4 ABLE TO DO BASIC ONLINE TASKS - % Could do (net) 9 77% 72% 92% USE A SEARCH ENGINE SEND (vs. 3.7) WOULD LIKE TO BE ABLE TO DO 7 11% 9% 9% 9% SET AND CONTROL INTERNET SECURITY THROUGH BROWSER SETTINGS (vs. 2) COPY OR MOVE FILES (vs. 20%) INSTALL SECURITY FEATURES (vs. 20%) 7% DOWNLOAD SOFTWARE (vs. 19%) UPLOAD PHOTOS OR VIDEOS (vs. 1) 72% can do all 4 basic tasks VIDEO PHONE CALLS (vs. 1) EDIT VIDEO (vs. 19%) CONTRIBUTE TO BLOGS (vs. 1) CREATE MAINTAIN WEBSITE (vs. 1) DELETE COOKIES (vs. 14%) 2012 Figures in ( )

36 Willing Worriers (12% vs. 14% in 2012) 36 61% MALE MEDIUM USER Age 35+ Age % Enjoy figuring out how technology works Be the first to try out new technology Enjoy keeping up with current technological trends Like to keep up to date with what is going on around the world Like to find out things for self ABC1 Don't want to get left behind Concerned about online privacy 3.2 (vs. 2.6) INTERNET DEVICES IN HOUSEHOLD (TOP THREE) 1.9 (vs. 1.7) DEVICES USED TO ACCESS INTERNET (TOP TWO) 8 PC / LAPTOP 67% SMART PHONE 3 TABLET (vs. 11%) 8 (vs. 9) PC / LAPTOP 4 SMART PHONE (vs. 24%) 2012 Figures in ( )

37 Willing Worriers (12% vs. 14% in 2012) TASKS COMPLETELY ABLE AV 19 TO DO (They are more likely to be completely able to do the tasks below 80% +) 37 BASIC ONLINE TASKS - % Could do (net) 100% SEARCH ENGINE DOWNLOAD SOFTWARE WATCH VIDEOS/ TV SHOWS/ FILMS COPY/MOVE FILE UPLOAD PHOTOS / VIDEOS DELETE WEB HISTORY LISTEN TO MUSIC 100% 99% BUY PRODUCTS ONLINE COMPLETE ONLINE FORMS SEARCH/ ACCESS INFO ONLINE SEARCH FOR AND MAKE BOOKINGS WOULD LIKE TO BE ABLE TO DO 9% CREATE MAINTAIN WEBSITE (vs. 1) EDIT VIDEO (vs. 20%) 97% can do all 4 basic tasks 2012 Figures in ( )

38 Key insights into internet users 38 1 The proportion of internet users has increased The proportion of adult internet users has increased by 5 % points to 84% since 2012, with a corresponding (and equal) drop in the proportion of non-users, to 1. A likely reason is greater ownership of internet enabled devices (up 5 % points to 87%), with the increase driven largely by higher tablet ownership 2 Internet users have become more able online The proportion of users who could complete nearly all 26 tasks surveyed has more than doubled from 10% to 24%, with just only able to do up to 6 online tasks (down from ) 3 Amongst users, fewer now fall into the least able segments The 2 less proficient internet user segments from 2012, (Willing Worriers and Concerned Resistors) have both shrunk in size; now comprising 2 of internet users compared to 3 in 2012 (a drop of 2 % points for Willing Worriers to 12%, and a larger drop of 8 % points for the less able Concerned Resistors)

39 Key insights into the digital skills threshold % of internet users fall above the digital skills threshold Nearly all internet users can perform the 4 most basic online tasks (general surfing, search, and online forms), up from 90% in 2013; however those who fall below the digital threshold are very different, both attitudinally as well as behaviourally 5 Just under 1 in 5 adults fall below the digital skills threshold 20% of adults fall below this threshold with the vast majority not online. Of these around half have never used the internet and do not have a proxy user, and so getting non-users online in the first place is key to getting them above the digital skills threshold

40 Key insights into non-users of the internet 40 6 Despite a smaller proportion of non-users, fewer have proxy users of non-users engage with the internet via proxy users (effectively reducing nonusers to 10%), however this has declined from 9% of non-users having proxy users in Non users tend to be older The older age bias for non-users is strengthening; 81% are 55+ vs. 69% in 2012, (although all ages fall into the non-user group) 8 Apathy is the greatest barrier with knowledge and access less so Apathy is a greater barrier now than in 2012 (up from 60% to 77%) including a lack of interest in the internet (50%) and not feeling they need to use it (3). However fewer state lack of knowledge about the internet than they did in 2012 (2 vs. 40%), with affordability at a much lower level (14%)

41 Appendix:

42 Search engines, and accessing information are the most popular tasks to have been tried online 42 Use search engine e.g. Google, Bing, Yahoo Send / receive Search / access information online Connect to internet via wifi at home Buy products online Complete online applications/forms with personal details Watch visual content through web e.g. 4OD, iplayer, YouTube Search for / make bookings/ reservations online Upload photos / videos Listen to music/audio including radio stations Download an app Copy / move files between devices Delete web history 97% % 92% 9 77% 92% 8 91% 81% 87% 7 87% 81% % % 81% 7 81% 69% 80% % Ever done 20 out of 26 attempted on average (vs. 17 in 2012) Q15 (2012) Q8B (2014) For each one we would like to understand whether you have done it or not and how well you can do it. Internet users: Adults ,536, ,897 (Unweighted)

43 The majority of internet users have installed security features, downloaded content, and made video calls 43 Download software from internet e.g. web browser Manage finances e.g. online banking, pay bills online, use PayPal Use social networking sites e.g. Facebook, Twitter Install security features e.g. a firewall, anti virus, spyware Download visual/audio content e.g. films, TV, music Set / control internet security through browser settings Delete cookies Make video/ phone calls online e.g. Skype Share/save documents/files on cloud based storage e.g. Instagram, Flickr or Dropbox Play games online Contribute to blogs/ debates/ make comments on news articles etc Edit digital videos Create/maintain your own website 22% 2 34% 41% 3 40% 47% 49% 70% 79% % % 72% 5 72% 57% 72% 5 71% 5 6 % Ever done 1 have tried all 26 (vs. in 2012) The most complex tasks that few have done Q15 (2012) Q8B (2014) For each one we would like to understand whether you have done it or not and how well you can do it. Internet users: Adults , (Unweighted)

44 Increased tablet ownership has meant a larger proportion are completing tasks on tablets 44 Top 10 tasks done on a tablet: All respondents % Connect to WiFi Search Engine Search & Access info Download an app Watch visual content Use social network sites Buy online Listen online Search/make bookings online % 7% 4% 21% 20% % 17% 14% 14% 14% 1 Q.17, Q10 (2014) For each of the following please can you tell me through which device you have ever done it through? Adults 15+: ,056, (Unweighted)

45 Connecting to WiFi and using search engines continue to be the top tasks done on a tablet 45 Top 10 tasks done on a tablet: Tablet Users % Connect to WiFi Search Engine Search & Access info Download an app Watch visual content Use social network sites Buy online Listen online Search/make bookings online 77% % 72% 74% 70% 72% 6 71% 62% 69% % % 51% Q.17, Q10 (2014) For each of the following please can you tell me through which device you have ever done it through? Adults 15+: Tablet users: (Unweighted)

46 Replicating the 2012 segments 46 In the initial 2012 research, a segmentation of internet users was completed based upon: General attitudes (3 factors) Technology Curiosity Sociability This approach divided the internet population into 7 segments: Attitudes towards internet (3 factors) Appreciation of own digital knowledge Dependence on the internet Concerns Technology devices Number of devices to access the internet in hh Number of devices used to access the internet Online tasks Number task done across devices Number tasks competent at Number tasks doing less or more often than a year ago More detail on these segments can be found in the original 2012 report, a summary can be found on the following page The segmentation was based on respondents who have accessed the internet in the past and gave sufficient responses to attitudinal questions (3. filtered out). Variables have been standardised to account for different number of tasks of the year olds (23 tasks) to the 15 years + (26 tasks). Different numbers of segments were extracted, a 7 segment solution was settled upon. 11+: Total 1659, Hi-tech Influencers: 228, Eager Enthusiasts: 182, Traditional Followers: 210, Trend-setting wannabes: 192, functional users: 240, Willing Worriers: 225, Concerned Resistors: 382 (Unweighted) Note 2012 focused on those 11+. Ipsos MORI, April-May 2012

47 Methodology 47 Spring 2012 Initial qualitative research A large quantitative survey of 2056 adults aged 15+ in UK, conducted face-to-face and a segmentation analysis (plus 218 interviews with kids 5-10 and 198 interviews with kids 11-14) Fieldwork was conducted between March-May Spring 2014 A repeat of the Spring 2012 and questions from the September 2013 research, with a small scale quantitative survey of 2287 adults aged 15+ in UK, conducted face-to-face Fieldwork was conducted May 2014 A segment allocation tool was used to force respondents into the original segments identified in 2012, based on their responses to the questions that formed these original segments

48 48 About Ipsos MediaCT Ipsos MediaCT plays a prominent role within media and communications research, holding key industry audience measurement contracts and conducting bespoke research to assist their clients in informing their strategic decisions. We help clients make connections in the digital age, as leaders in providing research solutions for companies in the fast-moving and rapidly converging worlds of media, content, telecom and technology. Using a wide variety of research techniques, we help individual media owners, content owner studios, technology companies, agencies and advertisers address issues such as editorial and programming, advertising, audience profiling and music tastes, market positioning, piracy, high definition and theatrical markets, new product and programme development and license applications. Ipsos MORI FINAL This work Internal was carried use only out in FULL accordance REPORT with JULY the 2014 requirements of the international quality standard for market research, ISO 20252:2006 and with the Ipsos MORI Terms and Conditions which can be found here