The Consumer s Digital Day. A research report by Ofcom and Gfk

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1 A research report by Ofcom and Gfk Research Document Publication date: 14 th December 2010

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3 Contents Section Page 1 Executive summary 1 2 Methodology 7 3 Consumer behaviour and media consumption 12 4 Use of media devices 21 5 Media activities 34 6 The role of media multi-tasking 49 7 Attention and importance of media 66 8 Attitudes to media and technology 88 9 Segmentation Media use among year olds Other Research 148

4 Section 1 1 Executive summary 1.1 Introduction People have more flexibility and more choice than ever before when it comes to what, how and when they access media content and use communications services (for example, making voice calls). This is due to expansion in the range of devices that can support a wide variety of media content and service types; it has been influenced by the speed of take-up of different technologies, and the increasing convergence between media. Ofcom subscribes to a wide range of industry research such as BARB (television), RAJAR (radio), and Nielsen NetRatings (internet). This allows us to understand how people consume broadcast media and how they use web sites. However, there is little in the way of insight into how people use media and communications devices together and the relationships between them. Ofcom commissioned an in-depth quantitative study on UK adults total media and communications activities to provide an overview of the role of electronic media in people s lives. The study is part of our media literacy programme of work that we undertake as part of our duty under section 11 of the Communications Act 2003 to promote media literacy. We were interested in understanding the current media behaviour of younger teenagers alongside the claimed behaviour captured in the main Digital Day survey. Ofcom therefore commissioned a supplementary survey among year olds, which followed the same methodology as the main study, albeit simplified. The research provides a snapshot of people s media and communications behaviour over a seven-day period, with fieldwork undertaken in April-May The study has been designed to explore how people use media and communications devices throughout the day, which media and devices are used concurrently, where, and what attention people pay to the media they use. It covers both in- and out-of-home use. Note that in this analysis the phrase media consumption refers not only to viewing and listening but also to text and voice communications, alongside the use of other communications services, gaming and other computer use, as described in the methodology (page 7). 1.2 Key findings Media day Nearly half of people s waking hours are spent engaging in media and communications activities The average person spends 15 hours 45 minutes awake per day, and seven hours 5 minutes of this time is spent engaging in media and communications activities, amounting to 45% of waking hours. 1

5 Consuming media concurrently People spend about seven hours a day consuming different media, but they fit more into this time by media multi-tasking One-fifth of the 7 hours 5 minutes of media activity is spent using more than one form of media at the same time. This allows people to fit in more media and communications activity into the time; on average, 8 hours 48 minutes. The amount of actual time that 16-24s spend consuming media is lower (6 hours 35 minutes) than for older age groups. But 29% of their time with media is concurrent; the result is that they use more media and communications than any other age group, fitting 9 hours 32 minutes worth of activity into this time. Men spend more actual time than women consuming media (7 hours 33 minutes versus 6 hours 38 minutes respectively). And although men do not show a greater tendency to consume media concurrently, they are more likely to consume more media overall. For both groups, about one-fifth of their time with media is concurrent, with men fitting 9 hours 36 minutes into this time, compared to 8 hours 2 minutes for women. UK adults are most likely to watch scheduled TV on its own, whereas mobile phone and computer activities attract the most simultaneous media use Eighty-three per cent of scheduled television viewed on a TV set occurs without any concurrent media consumption. Other media activities that tend to be undertaken on their own include listening to the radio on a radio set (81%), and reading newspapers, magazines or books (71%). By contrast, activities on a mobile phone and a computer are the most likely to be undertaken at the same time as other media activities (55% of mobile phone use takes place concurrently with other media activity, as does 62% of computer use). Of any device, computers have the highest proportion of simultaneous media consumption (62%). (The research also found that 37% of media use on a computer is done in the same half hour as other media activity on a computer, indicating that some simultaneous media consumption appears to be on a single device, rather than between devices.) While media multi-tasking is popular across the day, scheduled television emerges as a solus activity for many people in the evening The proportion of people consuming more than one form of media simultaneously is broadly constant for most of the day (averaging at 24% of all respondents between 09:00 and 18:00). However, in the evenings, the proportion of people using media increases rapidly as more people focus on solus media consumption using just one form of media at a time and this is primarily watching scheduled television. 2

6 Device use UK adults spend most of their media and communications time using TV and radio sets. However, year olds spend half of their time with computers, mobile phones Device use varies by age. Two-thirds (67%) of media and communications activity conducted by people over 55 is carried out through a TV set or radio set. By contrast, among 16-24s, over half of their media and communications time is undertaken on a computer or mobile phone. Men and women spend about the same proportion of media time on the TV set (39% for men and 42% for women). Men tend to spend a greater proportion of their media time (31%) on a computer, compared with 25% for women. Among those in the C2DE group, 47% of media use is on the television set, compared to 36% among those in the ABC1 group. Adults in the ABC1 group consume 31% of their media through the computer, compared with 23% for C2DE adults. Compared to people over 55, 16-24s are more likely to use the mobile phone for a wider range of activities Phone calls represent 58% of all mobile phone use by over-55s, compared with 22% for those in the age group. Text messaging accounts for half of all mobile phone use and social networking a further 13% among 16-24s. Women are more likely to use voice calls and text messaging, which make up 39% and 46% of their mobile phone use respectively. This compares to 33% of mobile phone use by men being voice calls, and 37% text messaging. One-fifth of men s mobile phone use constitutes internet-based communication ing, social networking and instant messaging compared with 11% for women. Two-fifths of the time UK adults spend on a computer is on communicating with other people Computer use varies by age. People aged 55+ spend just under 40% of their time on a computer using it to communicate with others, and they are more likely to use (28% of their computer time is spent on , 8% on social networking, and 1% on instant messaging). For 16-24s, over half their time on computers is spent communicating with other people, and they are more likely to use social networking (22% on social networking, 14% instant messaging and 14% ing). Those in the C2DE socio-economic group tend to spend a greater proportion of their computer time doing either social networking or instant messaging, which constitutes over a quarter (26%) of their computer activity, compared to 12% of such computer activity among ABC1 adults. Media categories Video content, and in particular scheduled television on a TV set, dominates people s total media consumption time As the research study offered a single-source approach to cross-device use, we were able to group media activities into categories and examine similar activities cross-platform, such as 3

7 video content or audio activities. The study found that video content, and in particular scheduled television on a TV set, dominated UK adults total media consumption time. This was followed by audio and then text communications. On average, UK adults watch 212 minutes of video content a day across all devices (e.g. watching TV on a TV set, on-demand, online or other video clips) this amounts to 40% of all media and communications. A further 91 minutes were spent listening to any audio content 1 (such as radio on a radio set, or music online). Eighty minutes per day are spent on text communications (which included text messaging, social networking, instant messaging and ing). Reading print media, voice communications and games activities made up much smaller proportions of total media consumption (at 31, 28, and 15 minutes per day respectively). Scheduled TV on a TV set dominates video content consumption overall A closer examination of all video consumption found that scheduled TV forms 82% of all video watched, amounting to an average of 173 minutes per day. This is also the case among year olds, for whom scheduled TV makes up 70% of all video content watched. While only a small proportion of their video consumption comes from watching video content via a computer (11%), this is higher than the UK average (3%) year olds are more likely to watch TV recorded on a PVR, with 14% of their video consumption undertaken this way, compared with 10% for all UK adults. Attention paid to media activities and their perceived importance The attention given to different activities varies, with more paid to those that require active involvement, such as playing games on a games console, or phone calls Activities such as games on a games console, computer-based activities, text and voice communications (landline and mobile phone), and on-demand television attract higher attention scores than live TV or live radio. Playing games using a games console attracts the most attention, with an average score of 4.2 out of 5, while listening to the radio on a radio set and watching scheduled TV attract some of the lowest attention scores, with average scores of 2.9 and 3.0 respectively 2. Communications activities such as ing and mobile phone calls command high attention and high importance scores Communications activities such as ing and mobile phone calls command high attention and high importance scores from respondents. Traditional TV, print and radio are valued, although on average they command less attention. By contrast, some activities receive higher-than-average attention scores, but are not considered as important, such as playing games on a computer, or watching TV/other video content on a computer, or through a DVD player. The relationship between attention and importance varies by age. ing is the most important activity for people aged 55+ and commands the greatest attention. For 16-24s, calls on a mobile phone receive the highest average attention and importance scores. That said, for this group ing is also perceived to have both high importance and receive high 1 The research study underestimates the amount of time spent listening to radio on a radio set in comparison to RAJAR. See methodology for further details. 2 The mean attention and importance scores are calculated from all people who undertook the activity in the 7- day diary period. 4

8 attention. ing is also considered the most important activity, with higher than average attention, for men and women and for those in ABC1 and C2DE groups. The figure below provides a summary of some of the key measures from the UK adults study. Figure 1: Fast Facts All s 25-44s 45-54s 55+ Time Awake (minutes per day) Time spent with media and communications (minutes per day) Proportion of media and communications time that is solus 80% 71% 77% 81% 88% Proportion of media and communications time that is simultaneous 20% 29% 23% 19% 12% Amount of media and communications activity (minutes per day) Watching video (% of all activity) 40% 32% 36% 37% 52% Listening to audio (% of all activity) 17% 14% 17% 22% 17% Voice communication (% of all activity) 5% 6% 5% 6% 5% Text communication (% of all activity) 15% 30% 18% 11% 6% Print Media (% of all activity) 6% 3% 4% 5% 10% Games (% of all activity) 3% 5% 3% 2% 1% Other internet (% of all activity) 7% 5% 8% 9% 4% Other media (% of all activity) 7% 5% 9% 9% 4% Source: Ofcom research, base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45-54s = 1484; 55+ = Green indicates results higher than the UK average and red indicates results lower than the UK average. All 16+ Time Awake (minutes per day) Time spent with media and communications (minutes per day) Proportion of media and communications time that is solus 80% 80% 81% 78% 84% 80% 83% Proportion of media and communications time that is 20% 20% 19% 22% 16% 20% 17% i lt Amount of media and communications activity (minutes per day) Watching video (% of all activity) 40% 38% 42% 35% 48% 36% 46% Listening to audio (% of all activity) 17% 18% 17% 18% 16% 18% 17% Voice communication (% of all activity) 5% 5% 6% 6% 5% 5% 6% Text communication (% of all activity) 15% 16% 15% 16% 14% 15% 14% Print Media (% of all activity) 6% 5% 7% 5% 8% 7% 5% Games (% of all activity) 3% 3% 2% 3% 3% 3% 3% Other internet (% of all activity) 7% 8% 5% 8% 4% 7% 5% Other media (% of all activity) 7% 8% 5% 10% 3% 9% 4% Men Women Working Not Working ABC1 C2DE Source: Ofcom research, base = All respondent days: 16+ = 7966; men = 3815; women = 4151; working = 4417; not working = Green indicates results higher than the UK average and red indicates results lower than the UK average. Media segmentation Overall, this segmentation analysis identified a spectrum of media users, ranging from those who consume very little media and do very little multi-tasking, to those who can be characterised as consuming large volumes of media, almost always simultaneously with other media activities. Respondents who consume the most media are the most likely to consume media concurrently, to be confident using technology and to be positive about the 5

9 internet. The computer and the mobile phone are the two devices that tend to drive media multitasking as well as overall media consumption year olds Ofcom undertook a supplementary study among children aged years old who had the internet at home. This research found that year olds use a wide range of media across the day, and different activities dominate media consumption at different times. Across the day, video and text communications attract the highest proportion of year olds, with 83% using video daily and 69% using text communications daily. Seventy-two per cent of year olds watch television on a television set on an average day, 43% text or video message, and 40% social network on a computer on an average day. The key devices for this group are the TV and the computer, followed by the mobile phone. Seventy-five per cent of the time that year olds spend with media is with a TV or computer. Mobile phone accounts for a further 10% year olds do around two activities at once when media multi-tasking. Much of the time that they read, watch television, listen to the radio, or play games on a television console, they do so without doing any other media activities at the same time. When they do an activity on a mobile phone or a computer, however, they are more likely to be engaging in more than one media activity. According to this research, 12-15s media multi-task for 39% of the time that they used a computer. Of all media activities done in the same half hour as watching scheduled television, 52% are done on a computer. Mobile phones are also frequently used alongside other media. Playing games on a television console, reading and watching recorded TV attract the highest levels of attention among year olds. These are also the activities for which year olds attention drops the most when media multi-tasking. Playing games on a television console is also seen as an important activity by its users. Text communication and listening to music on portable devices are also seen as important, despite being given less attention, while print and recorded TV are given higher than average attention but considered less important. Scheduled TV attracts just below average importance and attention scores. The internet is an integral part of most year olds lives. Almost universally, they see it as a useful source of information and use it widely for communication. Examining which medium they value the most, the survey found that year olds value the internet on the computer in particular, while internet-based activities on the mobile phone remain niche. 6

10 Section 2 2 Methodology 2.1 Introduction The study set out to explore the media and communications behaviours of UK adults aged 16+, and we conducted a supplementary survey among UK teenagers aged years. The methodologies used for each sample varied slightly; we modified the UK adults approach for the UK teenagers sample, to ensure that the task was achievable for this age group. The two methodologies are explained in brief in the following sections, and more detail is provided in the technical appendix to this report. 2.2 Overview of UK adults methodology A nationally-representative sample, comprising 1,138 UK adults aged 16+, was recruited predominantly via a face-to-face method (with a quarter recruited online) to take part in the study. The research took place in April and May The study consisted of three stages: - a face-to-face recruitment questionnaire that included information on media device ownership and use; - an aide-memoire that respondents completed for all media and communications activities undertaken over a seven-day period, recorded on a half-hour basis. Responses were captured on a daily basis either by telephone or by self-completion online; and - an attitudinal survey undertaken at the end of the seven days, again administered either by telephone or by self-completion online. Respondents were asked to record a wide range of media activities undertaken on the following media devices: - TV set; - radio set - computer; - mobile phone; - landline phone; - print media; - music stereo; and -handheld device (e.g. MP3 player, portable DVD player, etc). The survey covered 45 media and communications activities, including using video and audio content, playing games, reading (magazines, books or newspapers), text, and voice communications. The seven-day diary included personal and business use, in-home and out-of-home use. 7

11 The diary collected information on respondents claimed amounts of media consumption and concurrent media use, including time spent undertaking just one media activity ( solus activity), and time spent doing more than one media activity ( simultaneous activity). It captured the levels of attention paid to the different media and communications activities, and how this varied in terms of solus and simultaneous activity. The survey also included information on respondents other daily activities, such as eating, preparing food, travelling or working, which enabled us to understand media consumption within a broader context. The attitudinal questionnaire undertaken on the last survey day captured further information on the perceived importance of different media activities, as well as general attitudes towards technology and the internet. Segmentation We have also undertaken a segmentation analysis of the data for the UK adults sample, which is reported in chapter 9 of this report. First, we used a factor analysis to examine which variables drove the most variation between respondents in their claimed media and communications consumption. This analysis identified: - the total amount of media and communications consumption (volume); - the ratio between solus and simultaneous media and communications consumption; and - attitudes towards technology. Once the factor analysis was complete, a hierarchical cluster analysis was run to identify the number of groups into which respondents could be separated. This process identified eight distinct groups of interest. But three groups, although distinct, were very small, and each represented high-volume, skilled users. These were grouped into one, making six groups in total. The statistical method of K-means analysis, was then used to group the respondents, with the initial number of groups set at eight. As mentioned above, three of these clusters were grouped together due to their small sample size. 2.3 Overview of methodology for UK teenagers aged A demographically-representative sample of 179 teenagers aged were recruited to take part in the survey, which took place between April and June All the teenagers had access to the internet. This study followed the same overall approach as the main study, with: - a recruitment questionnaire, which included information on media device ownership and use. Some teens were recruited face to face, but the majority were recruited online. - an aide memoire that respondents completed for all media and communications activities undertaken over a seven-day period, recorded on a half-hourly basis. Responses were captured by self-completion online; and - an attitudinal survey undertaken at the end of the seven days, again captured by selfcompletion online. 8

12 Respondents were asked to record the same 45 media and communications activities as the main sample see Figure 2. The seven-day diary included in-home and out-of-home use but, unlike the main survey, did not capture personal and work use. The seven-day diary collected information on when respondents claimed to consume media at a half-hourly level as well as concurrent media use (i.e. when activities were undertaken on their own ( solus activity), and when they were undertaken together with other media activities ( simultaneous activity). The 12-15s survey differed from the main survey in that it captured overall volume levels at a daily rather than at an event level, and captured this for only a restricted number of activities. This was in order to make the survey manageable for these younger respondents. As a result, the overall volume levels and solus and simultaneous volume levels should not be compared with those from the main survey, as they were collected in a more truncated fashion. The study captured the levels of attention paid to the different media and communications activities and how this varied in terms of solus and simultaneous activity. The only difference was that the attention question was asked as a three-point scale. The survey also included information on respondents daily activities, such as eating, preparing food, travelling, working and studying, to enable us to understand their behaviour in the round. The attitudinal questionnaire, undertaken on the last survey day, captured further information on the perceived importance of different media activities, as well as general attitudes towards the different media and the internet and any rules surrounding teens use of media. Importance levels were collected in the same way as for the adults, on a 1-10 scale. Notes on analysis: For details of the analysis presented in this report for the UK sample see Section 10. The dataset analysed in the teenagers section includes only those respondents who completed all seven days of the survey. 2.4 Comparisons with industry measures Comparisons with industry data for television (BARB), radio (RAJAR) and the internet (Nielsen NetRatings) show comparable weekly reach levels with this study. However, this study recorded lower volumes than industry data, particularly for radio. A range of factors may have contributed to this difference. These include: - The broad nature of the survey, which covers a wide range of media, rather than focusing on one specific medium. - The sample covers all adults aged 16+, rather than consumers of a specific medium. - The use of a diary method relies on consumer recall rather than tracking actual behaviour. This could introduce a recall bias, which is common in diary studies. For example, respondents may remember less actual behaviour because they do not record activity often enough. For this study, information was recorded daily. Respondents were encouraged to update their diary at least four times a day and to carry it with them to record behaviour both in and outside the home. - Activities that receive lower consumer attention or are undertaken passively may be less likely to be recalled. 9

13 These factors may have influenced the results and should be considered when assessing the findings. For example, this research reports lower radio listening volume relative to RAJAR results. However, the study still provides an overview of radio listening within the context of people s other media activities. 2.5 Analysis presented in this report for UK adult sample The dataset analysed in this report includes those respondents who completed all seven days of the survey. We have reported on the 45 media and communications activities individually and also aggregated them into the categories (e.g. video, audio, voice communications) and subcategories (e.g. video comprises television on a TV set, television on another device and other video). These categories and sub-categories are shown in Figure 2. The categories are designed to reflect the broad purposes of media and communications activities across a range of devices. Figure 2: Media consumption activities Activity category Video Audio Voice communications Text communications Print media Games Other Activity subcategories Television TV Television - other Other video Radio radio set Radio other device Other audio Other internet Other media Activities Television set: TV live; Television set: recorded TV on PVR; Television set: recorded TV on DVD/VHS; Television set: TV on-demand TV or films on-demand or live on a computer; TV or films on-demand on a mobile phone DVDs or videos (rented or bought); Video clips on a computer; Downloaded TV, films or video clips on a computer; Downloaded TV, films or video on a mobile phone; Downloaded TV, films or video on hand-held device. Live radio on a fixed or portable set Radio on a TV set; Radio live or on-demand on a computer, mobile phone or hand-held device Streamed music, streamed podcasts, downloaded music or other audio, music or other audio on a stereo or music centre or portable devices. Making or receiving phone calls on a landline; Making or receiving phone calls on a mobile phone; Making or receiving phone calls or video calls on a computer. ing, social networking or instant messaging on a computer or mobile phone and texting or video messaging on a mobile phone Reading newspapers, magazines or books Playing games on a TV set, computer or portable device (e.g. hand-held games console or MP3 player. Internet activity on a computer or mobile phone that is not covered by the previous categories. All other media and communications activity on a hand-held device, and all other noninternet activity on a computer or mobile phone. The analysis examines a range of claimed media behaviours. These include when respondents said that they were undertaking more than one media activity at the same time ( simultaneous media consumption) and doing them separately ( solus media consumption). In presenting the findings it uses the terms laid out in Table 1. It is important to note that the solus and simultaneous media activity analysis focuses on media activities only and does not take account of respondents doing daily activities (such as eating, travelling, etc.). 10

14 Table 1: -Terminology used in this section Definition Simultaneous media consumption Solus media consumption Weekly reach Daily reach Volume Attention Importance Description Media consumed while doing another media activity at the same time, e.g. texting on a mobile phone and watching television. Media consumed while doing no other media activity. The proportion of individuals consuming each media activity within the week. The proportion of individuals consuming each media activity on a typical day. Average minutes consumed per day based on the total sample. The average score or the claimed attention by activity for all activities recorded in the diary (on a scale of 1 to 5). Based on users of each activity as reported in the 7 day survey. The average score of claimed importance overall for each activity (on a scale of 1 to 10). Reported here on users of each activity within the 7 day survey. The data presented in this report, where possible, is tested at 99% confidence level when making comparisons between different demographic groups versus the total sample. Differences are indicated with a circle on the chart or colour-coded green when higher than the UK average and red when lower. The demographic groups reported in this study for the UK adult sample are age, gender, working status, and socio economic group. 11

15 Section 3 3 Consumer behaviour and media consumption 3.1 Key findings This study found that consumers spend almost half of their waking hours engaging in media and communications activities. The average adult spent 15 hours 45 minutes awake every day. As the study also found that the average adult spends just over seven hours a day with media, it follows that the average adult spent 45% of their waking hours undertaking some form of media or communications activity. Video content, and in particular television viewing, dominates people s total media consumption time. This is followed by audio content and then text communications (e.g. ing, social networking, and texting). On average, UK adults watch 212 minutes of video content a day across all devices (e.g. watching TV on a TV set, TV on demand, TV online or other video clips) this amounts to 40% of all media and communications. Within this, video consumption remains dominated by live TV viewing, at 173 minutes, followed by PVR viewing at 21 minutes. Video is the most highly-consumed media type among all the demographics considered in the report, but is followed closely by text communications among year olds. The average year old watches 181 minutes of video content a day, and undertakes 171 minutes of text communications activity. Young people undertake more media and communications activity than any other age group but spend less time doing so year olds manage to fit just over nine and a half hours worth of media into a little over six and a half hours of actual time. To achieve this, they consume around five hours of simultaneous media per day in less than two hours of actual time (29% of the time they spend with media is concurrent media use). By contrast those over 55 spent the least proportion of their time multitasking, at 12% of the actual time they spent with media. In terms of actual time spent consuming media, year olds spend the most time on an average day (at 7 hours 22 minutes), and year olds the least time (6 hours 35 minutes). The study found that men consume 20% more media than women overall, but men and women media multitask to the same degree. 12

16 3.2 Take-up of media and communications devices and services Consumer take-up of digital technology is growing People face a great deal of flexibility and choice when deciding how, when and where to access content and communications services. This has been driven by the introduction of a range of converged devices and by their widespread adoption. Ofcom s technology tracker (quarter 1, ) identified some of the more popular digital technologies and services now embraced by many people in the UK (see Figure 3): digital television decoders, which are connected to over nine in ten (92%) main television sets in the home; broadband connections, which are now available to seven in ten (71%) people; and games consoles, which are installed in five in ten homes. Figure 3: Take-up of a range of communications devices and services Proportion of individuals (%) 100% 80% 60% 40% 20% 0% Q Q Q n/a CAGR (%) 1 yr 3 yr n/a n/a n/a Digital television DVD player Broadband Games console MP3 player DAB digital radio PVR 3G handset Blu-Ray/ HD-DVD Source: Ofcom research Q1 2010, based on claimed ownership of devices Younger people are more likely to adopt new technology These technologies outlined above have not been uniformly adopted across all age groups. Younger people have a greater tendency to exhibit early adopter characteristics, which means that they are more likely to have access to a wide range of new communication technologies. Mobile phone penetration is highest among year olds and year olds, at 98% among both age groups. 3G handset penetration is highest among both these age groups as well, at 37%. PVR ownership is highest among year olds, at 70%, and the same is true for computer ownership (87%) and broadband access (83%) year olds are the most likely to own an MP3 player (58%) (see Figure 4). 3 Ofcom s quarter technology tracker data are used in this report, as they represent the period just prior to the fieldwork for the Digital Day research. 13

17 Figure 4: Adoption of new technologies, by age 100% Digital TV Proportion of individuals (%) 80% 60% 40% 20% Mobile phone Computer Broadband MP3 player PVR DAB radio 0% G handset Source: Ofcom research Q1 2010, based on claimed ownership of devices. 3.3 Consumer behaviour across the day Consumers spend almost half of their waking hours engaging in media and communications activities The research explored people s media use within the context of their total day, when undertaking different lifestyle activities (such as sleeping, eating, working and shopping). The study showed that the average adult spent 15 hours 45 minutes awake every day, with most people up by 09:00 and asleep by midnight. As the study also found that the average adult spent just over seven hours a day with media, it follows that the average adult spent 45% of their waking hours undertaking some form of media or communications activity. Figure 5 shows how the proportion of all lifestyle and media activities being done each hour is split throughout an average day 4. Overall, people s media use was highest in the evening, peaking at 21:00 and driven by television viewing. Later on, the proportion of people sleeping increased rapidly, reaching almost 80% by 23:00. Prior to 21:00, non-media activity was mainly made up of eating, working, childcare and housework, all of which had declined substantially by 21:00. This suggests that TV viewing in the evening peak time is predominately an activity undertaken exclusive of not only other media and communications consumption but also exclusive of other lifestyle activities. 4 Note: This chart shows the proportion of media and lifestyle activities. Respondents may be represented in more than one category in any hour period. 14

18 Figure 5: Proportions of all lifestyle and media activities throughout the day Proportion of all media and lifestyle activities (%) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Sleep Text comms (e.g. s, texting, social networking Phone calls Radio Peak-time TV Work Lunch Dinner Travelling Time of day Sleep Sleeping Washing/dressing Travelling Cooking and eating Working/studying Childcare Housework Shopping Free Time TV on TV set TV on other device Other video Radio on radio set Radio on other device Other audio Print media Voice comms Text comms Games Other internet media Other non-internet media Source: Ofcom research, base = all respondent days: 7966 Television is the dominant form of media consumption in the evening Figure 6 focuses on the proportion of media and communications activity undertaken during each hour of the day. The data illustrate the popularity of television in the evening, when over half (52%) of all media activities undertaken involved watching television on a TV set. In the morning, radio was more popular, but declined by the evening when TV was at its peak. Text communications and voice communications both made up a fair proportion of media activity during the daytime, but both were less popular in the evenings. However, after the end of television peak time, text communications accounted for a similar proportion of media activity as in daytime. Print media made up an average of 6% of all media activity between 10:00 and 22:00, before peaking at 12% of all media activity at 23:00. Figure 6: Proportions of all media activities throughout the day Proportion of all media activities (%) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Radio Text comms (e.g. , text messaging, social networking Voice comms (e.g. phone calls) Time of day TV TV on TV set TV on other device Other video Radio on radio set Radio on other device Other audio Print media Voice comms Text comms Games Other internet media Other non-internet media Source: Ofcom research, base = all respondent days:

19 3.4 Overall media and communications consumption People spend more time watching video and listening to audio than any other media or communications activity Our research found that the time spent by people using media would take 8 hours 48 minutes in total if it were all consumed on its own. (Simultaneous media consumption allowed people to fit this into 7 hours 5 minutes a day as illustrated in Figures 10 and 11.) Video, and in particular television viewing, dominated people s total media consumption time. This was followed by audio and then text communications (e.g. ing, social networking or texting). On average, an adult watched 212 minutes of video content a day across all devices (e.g. watching TV on a TV set, on-demand, online or other video clips). This amounted to 40% of all media and communications. A further 91 minutes were spent listening to any audio content 5 (such as radio on a radio set, or music online). Eighty minutes per day were spent on text communications. Figure 7: Average amount of media used per day Minutes of media consumption per day Total media All video All audio Text communication Other offline Media Other internet media Print media Voice communication Games Source: Ofcom research, base = All respondent days: s spend almost as much time watching video content as undertaking text communication activities Video content was the most highly-consumed media type among all the demographics considered in this report. It was followed closely by text communications among year olds. The average year old watched 181 minutes of video content a day, and 171 minutes of text communications activity. Use of games was almost as high as voice communications among year olds, at 31 minutes a day, compared with 32 minutes of voice communication. Those in the C2DE socio-economic group were more likely to watch video than those in the ABC1 group (3 hours 50 minutes per day, compared with 3 hours 14 minutes), while the latter, who used more media overall, were more likely to listen to audio, read print, and use other online or offline media. 5 The research study underestimates the amount of time spent listening to radio on a radio set in comparison to RAJAR. See methodology for further details. 16

20 Men used more of most types of media than women, with the exception of print media (used for 30 minutes per day by men and 32 minutes per day by women) and voice communications (28 minutes per day for men, 30 minutes per day for women). Those adults who worked consumed an average of 3 hours 12 minutes of video content per day, compared with 3 hours 57 minutes consumed by those who did not work. Adults who worked were more likely to use audio, voice and text communications, and other online and offline media. Figure 8: Average daily minutes of media used per day, by demographic group Device All s 25-44s 45-54s 55+ Men Women Working Not Working ABC1 C2DE Total Media Video Audio Text Communication Other online media Other offline media Print Voice communication Games Younger people undertake more media and communications activities in total Figure 9 shows that average daily media consumption differs substantially by age group, perhaps reflecting the varying levels of technology access, set out in Figure 4. People aged used media and communications most heavily, at just over nine and a half hours a day in total; this was one-fifth (22%) more than adults aged 55 and over, who consumed the lowest volume of communications activity every day - 7 hours 47 minutes. 17

21 Figure 9: Average amount of media used per day, by age Minutes of media consumption per day 600 8h 48m 9h 32m 9h 24m 8h 57m 500 7h 47m ALL s 25-44s 45-54s 55+ Source: Ofcom research, base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45-54s = 1484; 55+ = 2373 but younger people spend less time doing so The research found that the total amount of media consumed by UK adults - 8 hours 48 minutes per day - was compressed into just over 7 hours of actual time (see Figure 10). Five hours 42 minutes (342 minutes) was spent using media or communications services on their own ( solus activity). The remaining 3 hours 6 minutes comprised media that were being used simultaneously, which fitted into just 1 hour 23 minutes (83 minutes) of actual time year olds managed to fit just over nine and a half hours worth of media into a little over six and a half hours of actual time. To achieve this, they consumed around five hours of simultaneous media per day (over half of their total daily media activity) in less than two hours of actual time (29% of the time they spent with media). By contrast, those over 55 spent the least proportion of their time multi-tasking, at 12% of the actual time they spent with media. In terms of actual time spent consuming media, year olds spent the most time on an average day (at 7 hours 22 minutes), and year olds the least time (6 hours 35 minutes). 18

22 Figure 10: Actual time spent using media, by solus and simultaneous use % of time that is spent using media simultaneously Time spent (minutes per day) % 29% 23% 19% 12% All Using two or more forms of media simultaneously Using one form of media Source: Ofcom research, base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45-54s = 1484; 55+ = 2373 Men consume 20% more media than women overall On average, men consumed around one and a half hours more media per day than women, at 9 hours 36 minutes per day compared to 8 hours 2 minutes for women. People who worked consumed an hour more of media per day than those not working, and people in the ABC1 socio-economic group consumed 35 minutes more of media than those in the C2DE group. Figure 11: Average amount of media used per day, by gender, working status and socio economic group 600 Minutes of media consumed per day ALL 16+ Male Female Working Not working ABC1 C2DE Source: Ofcom research, base = All respondent days: 16+ = 7966; Male = 3815; Female = 4151; Working = 4417; Not working = 3549; ABC1 = 4067; C2DE =

23 Men and women media multi-task to the same degree Looking within socio-economic groups, ABC1 and C2DE respondents spent approximately the same amount of time per day 5 hours 40 minutes undertaking a single media activity (labelled as using one form of media in the chart below). However, respondents in the ABC1 group tended to spend longer periods of time using two or more media together, leading to a greater overall amount of actual time spent consuming media. The pattern is similar for working adults in comparison with non-working adults. Around 5 hours 40 minutes was spent using media activities on their own for both groups, whereas those working spent an extra half hour using different media simultaneously each day. Comparing men and women, however, tells a slightly different story although men spent an extra 19 minutes a day using media simultaneously, compared to women (93 minutes versus 74 minutes), they also spent an extra 36 minutes a day undertaking media activities on their own (solus). Their extra media consumption was driven not by a greater propensity to media multi-task, but by a greater likelihood to consume media in general. Figure 12: Actual time spent using media, by solus and simultaneous use % of time that is spent using media simultaneously Time spent (minutes per day) % 20% 19% 22% 16% 20% 17% All 16+ Male Female Working Non-working ABC1 C2DE Using two or more forms of media simultaneously Using one form of media Source: Ofcom research, base = All respondent days: 16+ = 7966; Male = 3815; Female = 4151; Working = 4417; Not working = 3549; ABC1 = 4067; C2DE =

24 Section 4 4 Use of media devices 4.1 Key findings This section considers the use of different media devices, such as TV, radio, computers and mobile phones. The TV is popular with all age groups, but other traditional forms of media are less frequently used by younger people. The television set is the most-used device, with 90% of respondents saying they use it each day. Print media, radio sets, and landline telephones are all used by over 40% of adults every day, but are less likely to be used by 16-24s. For example, 60% of UK adults over 55 say that they read print media every day, but around half as many year olds do this (32%). Analysis of the proportion of total media time spent on each device shows that over half of adults media and communications activity is spent on a television or radio set. The pattern varies, however, by age. For example, computer, mobile phone and hand-held devices all have higher levels of use among younger age groups. Almost three-fifths (58%) of all year-olds media engagement is through one of these devices, compared to 18% for people aged over 55. By contrast, use of the more established devices and media, such as TV sets, radio sets, print and landlines, generally increases with age. The TV set is predominantly used for watching scheduled television or recorded television. Compared to other age groups, year olds are most likely to use the TV set for playing video games and watching DVDs. Two-fifths of people s time on a computer is spent communicating with other people. For those over 55, the bulk of this communication is , while for year olds, social networking and instant messaging are larger activities. For those under 45, voice calls account for a minority of mobile phone use. The study showed that people use their mobile phone predominantly for communicating by voice or text, but patterns differ by age group; 22% of the total time that year olds spend on the phone is on voice calls, compared with 58% for people aged Relative use of media and communications devices TV is popular with all age groups, but other traditional forms of media are less frequently used by younger people The television set was the most-used device, with 90% of consumers using it each day. Computers and mobile phones were both used by more than three-fifths of all adults every day, but daily use rose to over three-quarters among adults aged Print media, radio sets, and landline telephones were each used by over 40% of adults every day, but were less likely to be used by 16-24s 60% of adults over 55 read print media every day, but half as many year olds did (32%). There was a greater difference for the daily reach of landline telephones, with 51% of adults over 55 using a landline, and less than half as many 21

25 16-24 year olds (23%). By contrast, computers and mobile phones were more likely to be used on a daily basis by younger people (see Figure 13). Figure 13: Daily reach of devices - adults 16+, and 55+ Adults using device per day (%) Adults 16+ Adults Adults TV set Computer Mobile phone Print Radio set Landline phone Handheld device Music centre Source: Ofcom research, base=all respondent days:16+=7966, 16-24s=1106,55+=2373. The circles on the chart indicate a significant difference versus the UK adults, tested at 99%. Mobile and landline phones are more likely to be used by women than men Figure 14 below shows the daily reach of each device by demographic group. The television set has the highest daily reach of any device among each of the demographic groups analysed. Even among 16-24s, 83% used it in a typical day, slightly higher than mobile phones (80%). Print media has a higher daily reach among men (48%) than among women (32%), and so do hand-held devices (14% for men, 11% for women). However, more women use phones on a daily basis 49% of women use a landline each day compared to 39% of men, while 62% of women use a mobile, compared to 58% of men. Print media was the only activity with a higher daily reach among those not working than those working. 22

26 Figure 14: Proportion of all media use through each device Device TV set All s 25-44s 45-54s 55+ Men Women Working Not Working ABC1 C2DE 89.5% 83.1% 88.6% 88.7% 93.5% 90.5% 88.6% 89.2% 89.9% 88.2% 90.8% Radio set 46.3% 29.9% 50.0% 55.4% 44.9% 46.5% 46.1% 52.6% 38.3% 51.9% 38.9% Computer 64.4% 78.8% 76.9% 72.4% 41.8% 66.8% 62.0% 73.3% 53.1% 69.4% 55.1% Landline phone Mobile phone Print Music centre Handheld device 43.9% 22.6% 42.1% 50.6% 51.4% 38.6% 49.0% 44.1% 43.7% 48.4% 38.9% 60.2% 80.0% 77.9% 64.9% 31.7% 58.0% 62.2% 70.9% 46.6% 62.9% 56.2% 45.9% 32.4% 38.0% 44.7% 60.0% 47.5% 32.4% 43.6% 48.7% 49.7% 40.1% 9.5% 16.3% 11.2% 9.6% 4.9% 9.9% 9.1% 9.8% 9.1% 10.6% 8.0% 12.4% 24.5% 15.0% 12.6% 4.7% 14.1% 10.8% 13.9% 10.6% 13.1% 11.5% Source: Ofcom research, base=all respondent days:16+=7966, 16-24s=1106,55+=2373; Male = 3815; Female = 4151; Working = 4417; Not working = 3549; ABC1 = 4067; C2DE = Green indicates results higher than the UK average and red indicates results lower than the UK average. Over half the time UK adults spend on media and communications activity makes use of a TV or radio set Among all adults aged 16+, media consumption through a TV set or radio set represented over half of people s media and communications activity in a typical day. The pattern varied, however, by age. Section 3 illustrated the disproportionately high access that younger people have to a range of digital communications devices and technologies. Our research confirms that use is influenced by access and has a bearing on the way that younger groups use a wide range of communications services. For example, computer, mobile phone and hand-held devices all had higher levels of use among younger age groups. Almost three-fifths (58%) of all year olds media engagement was through one of these devices, compared to 18% for people aged over 55. By contrast, use of the more established devices and media, such as TV sets, radio sets, print and landlines, generally increased with age. 23

27 Figure 15: Proportion of all media use through each device, by age group Television Radio set Computer Landline phone Mobile phone Music centre Handheld device Print media Average Daily Mins % 14% 15% 4% 2% 1% 10% 7h 47m 45-54s 37% 16% 29% 3% 5% 2% 2% 5% 8h 57m 25-44s 36% 11% 35% 3% 7% 2% 3% 4% 9h 24m 16-24s 31% 4% 37% 1% 16% 2% 4% 3% 9h 32m ALL % 12% 29% 3% 7% 2% 2% 6% 8h 48m 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Amount of media consumed (minutes per day) Source: Ofcom research, base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45-54s = 1484; 55+ = The circles on the chart indicate a significant difference versus the UK adults, tested at 99%. Television use is higher among C2DE and non-working adults Among those not working, television made up 48% of all media consumption, compared to 35% for those working. Working adults spent a higher proportion of their media time using computers than those not working (33% and 22% respectively). Similarly, 47% of media use by adults in the C2DE socio-economic group came through the television set, compared to 36% among those in the ABC1 group. Adults in the ABC1 group consumed 31% of their media through the computer, compared with 23% for C2DE adults. Men and women spent about the same proportion of media time on the TV set (39% for men and 42% for women). Men tended to spend a greater proportion of their time (31%) on a computer, compared with 25% for women. There was little variation between demographics for the use of print, landline and mobile phones. 24

28 Figure 16: Proportion of all media use through each device, by gender, working status and socio-economic group Television Radio set Computer Landline phone Mobile phone Music centre Handheld device Print media Average Daily Mins C2DE 47% 12% 23% 3% 7% 2% 3% 5% 8h 17m ABC1 36% 12% 31% 3% 6% 2% 2% 7% 8h 52m Nonworking 48% 10% 22% 3% 6% 2% 2% 8% 8h 15m Working 35% 13% 33% 3% 7% 2% 3% 5% 9h 13m Female 42% 12% 25% 4% 6% 2% 2% 7% 8h 2m Male 39% 12% 31% 2% 7% 2% 2% 5% 9h 36m ALL % 12% 29% 3% 7% 2% 2% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Amount of media consumed (minutes per day) 8h 48m Source: Ofcom research, base = All respondent days: 16+ = 7966; Male = 3815; Female = 4151; Working = 4417; Not working = 3549; ABC1 = 4067; C2DE = The circles on the chart indicate a significant difference versus the UK adults, tested at 99%. The following section examines each of the devices covered in the study, to understand the different activities undertaken on each device. 4.3 Television set As new functionalities have been introduced into digital communications devices, so the range of purposes the devices can be used for has diversified. The study found that there was variation by demographic in terms of what people were doing on different devices, as outlined below. The TV set was predominantly used for watching scheduled television or recorded television, among all age groups year olds were the most likely to use the TV set for playing games on a games console and watching DVDs compared to other age groups (see Figure 17). 25

29 Figure 17: Proportion of TV set use by activity, by age Scheduled TV Recorded TV on PVR Recorded TV on DVD/VHS/games console On demand TV DVDs/videos (rented or purchased) Radio on a TV set Average Games on a games console Daily Mins % 6% 1% 1% 1% 0% 4h 5m % 9% 1% 2% 1% 3h 17m % 14% 1% 1% 4% 4% 3h 22m % 9% 1% 2% 6% 10% 2h 56m All % 10% 1% 1% 3% 3% 3h 32m 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Proportion of all time spent consuming media on TV set Source: Ofcom research, base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45-54s = 1484; 55+ = The circles on the chart indicate a significant difference versus the UK adults, tested at 99%. There were no significant differences in the use of the TV set by gender, working status and socio economic group, as illustrated in Figure 18 below. Figure 18: Proportion of TV set use by activity, by gender, working status and socioeconomic group C2DE Scheduled TV Recorded TV on PVR Recorded TV on DVD/VHS/games console On demand TV DVDs/videos (rented or purchased) Radio on a TV set Average Daily Games on a games console Mins 83% 8% 1% 1% 3% 1% 3% 3h 52m ABC1 80% 10% 1% 1% 3% 1% 3% 3h 13m Nonworking 83% 9% 1% 1% 3% 1% 2% 3h 57m Working 79% 11% 1% 1% 3% 1% 3% 3h 13m Female 83% 10% 1% 1% 3% 1% 1% 3h 23m Male 80% 10% 1% 1% 3% 1% 4% 3h 43m All % 10% 1% 1% 3% 1% 3% 3h 32m 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Proportion of all time spent consuming media on TV set Source: Ofcom research, base = All respondent days: 16+ = 7966; Male = 3815; Female = 4151; Working = 4417; Not working = 3549; ABC1 = 4067; C2DE = The circles on the chart indicate a significant difference versus the UK adults, tested at 99%. Figure 19 examines the proportion of time spent on a TV set by those who have a PVR and those who have pay TV, compared to those who do not. Figure 19 shows that among those with a PVR, recorded TV accounted for 18% of media used on a TV. Those with a PVR did not use the television set more than the national average, at 3 hours 35 minutes compared with 3 hours 32 minutes for all adults. This 26

30 suggests that those with a PVR may have shifted a portion of their live viewing to recorded viewing, while not increasing the overall amount of TV that they watched. Adults with pay TV at home watched more of their TV through PVR recordings 13% compared with 5% for those without pay TV; this is likely to reflect variation in PVR ownership. Figure 19: Proportion of TV set use by activity, by PVR and pay-tv ownership Scheduled TV Recorded TV on PVR Recorded TV on DVD/VHS/games console On demand TV DVDs/videos (rented or purchased) Radio on a TV set Games on a games console Average Daily Mins PVR 73% 18% 1% 3% 1% 4% 3h 35m No Pay TV 86% 5% 2% 1% 3% 1% 1% 3h 14m Pay TV 78% 13% 1% 2% 2% 1% 3% 3h 46m All % 10% 1% 1% 3% 1% 3% 3h 32m 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Proportion of all time spent consuming media on TV set Source: Ofcom research, base = All respondent days: 16+ = The circles on the chart indicate a significant difference versus the UK adults, tested at 99%. 4.4 Computer Two-fifths of people s time on a computer is spent communicating with other people The study found that the computer was used for a wide variety of activities, but the pattern of use differs by age. For all age groups, communication made up a large proportion of the activity done on a computer. Thirty-seven per cent of the activity done on a computer by over-55s was communication-based. Most of this was ing, which made up 28% of all computer activity among this age group. An additional 8% of their computer activity was social networking, and 1% was instant messaging. For 16-24s, over half their computer time was spent communicating with other people. They were more likely to use social networking (22% of all computer activity) and instant messaging (14%). ing was a smaller activity among this age group, making up 14% of their computer activity. Although constituting a small proportion of overall computer use, the proportion of audio and video activities on the computer was also highest among this group. See Figure

31 Figure 20: Proportion of computer use by activity, by age s Social networking Instant messaging TV/films on demand Video clips (e.g., YouTube) Radio live/on demand Streamed music/podcasts Playing games online Phone/video calls (e.g., Skype) Other internet use Downloaded TV/films, DVDs Downloaded music/audio/podcasts/cds Playing games offline Other offline computer use Average Daily Mins % 8% 0% 1% 1% 5% 29% 0% 1% 3% 23% 1h 12m % 7% 1% 1% 0% 1% 3% 29% 0% 2% 2% 29% 2h 35m % 12% 3% 1% 1% 3% 23% 2% 2% 1% 26% 3h 20m % 22% 14% 3% 3% 0% 2% 13% 3% 5% 3% 14% 3h 34m All % 13% 5% 1% 1% 1% 3% 23% 1% 2% 2% 24% 2h 30m 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Proportion of all time spent consuming media on computer Source: Ofcom research, base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45-54s = 1484; 55+ = The circles on the chart indicate a significant difference versus the UK adults, tested at 99%. Women are more likely than men to use a computer for communication Figure 21 shows the proportion of media activities undertaken on a computer analysed by gender, working status and socio-economic group. Forty five per cent of computer activity among women involved communicating with other people; that is: ing, social networking, instant messaging and voice calls. This compares with 38% of computer activity among men. Those not working were more likely to use computers for social networking and instant messaging, which made up 19% and 8% of their computer activity respectively. For those working, social networking made up 10% of their computer activity, while instant messaging made up 3%. There was a similar difference between adults in the ABC1 group and adults in the C2DE group, social networking making up 9% of computer use among the former, and 19% among the latter. 28

32 Figure 21: Proportion of computer use by activity, by gender, working status and socio-economic group s Social networking Instant messaging TV/films on demand Video clips (e.g., YouTube) Radio live/on demand Streamed music/podcasts Playing games online Phone/video calls (e.g., Skype) Other internet use Downloaded TV/films, DVDs Downloaded music/audio/podcasts/cds Playing games offline Other offline computer use Average Daily Mins C2DE 20% 19% 7% 4% 21% 17% 1h 56m ABC1 24% 9% 3% 3% 23% 29% 2h 45m Non-working 20% 19% 8% 6% 20% 13% 1h 47m Working 24% 10% 3% 2% 24% 29% 3h 5m Female 24% 15% 5% 3% 21% 21% 2h 2m Male 22% 11% 5% 3% 24% 26% 3h 0m All % 13% 5% 3% 23% 24% 2h 30m 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Proportion of all time spent consuming media on computer Source: Ofcom research, base = All respondent days: 16+ = 7966; Male = 3815; Female = 4151; Working = 4417; Not working = 3549; ABC1 = 4067; C2DE = 3311 Presence of internet in the home affects the amount of computer activity undertaken across the day, but not the type of activity As the study covered use of media and communications both in-home and out-of-home, we were able to compare the claimed media habits of people who have internet access at home and those who do not. The latter group, although without home internet access, may still have computers at home, and may have internet access at other places (e.g. at work). The chart below shows that while those who have internet at home tended to do far more activity on computers than those who do not have the internet at home three hours worth per day, compared with 47 minutes worth there were no major differences in the way that the two groups computer use is divided between internet and offline use. Forty-one per cent of computer use among those with internet access at home is communications-based, compared with 42% for those with no internet access at home. Seventy-one per cent of computer activity among those with home internet access uses the internet, compared with 72% of computer activity for those with no internet access at home. However, those without internet access at home were more likely to use as a communication method through their computer than they were to use social networking or instant messaging. 29

33 Figure 22: Proportion of computer use, by internet access s Social networking Instant messaging TV/films on demand Video clips (e.g., YouTube) Radio live/on demand Streamed music/podcasts Playing games online Phone/video calls (e.g., Skype) Other internet use Downloaded TV/films, DVDs Downloaded music/audio/podcasts/cds Playing games offline Other offline computer use Average Daily Mins No internet access at home 27% 13% 1% 1% 1% 0% 2% 2% 23% 1% 2% 1% 24% 47m Internet access at home 22% 13% 5% 1% 1% 1% 3% 1% 23% 1% 2% 2% 24% 3h 0m All % 13% 5% 1% 1% 1% 3% 1% 23% 1% 2% 2% 24% 2h 30m 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Proportion of all time spent consuming media on computer Source: Ofcom research, base = All respondent days: 16+ = 7966; internet access at home = 6972; No internet access at home = 882. The circles on the chart indicate a significant difference versus the UK adults, tested at 99%. 4.5 Mobile phones For those under 45, voice calls account for a minority of mobile phone use The study showed that people use their mobile phone predominantly for communicating by voice or text. Other uses, such as listening to downloaded audio, accessing the internet or other features were minimal, accounted for 7% of total phone time. Patterns of use differed by age group; only 22% of the total time that year olds spent on the phone was on voice calls, compared with 58% for people aged 55. Text messaging accounted for half of year olds mobile phone use, and social networking for a further 13%. Texting accounted for 29% of phone use among those over 55 (See Figure 23). 30

34 Figure 23: Proportion of mobile phone use by activity, by age Voice calls Text/video messaging Downloaded TV/films/video clips Downloaded audio/music Other non-internet phone use s Social networking Instant Messaging TV/Films on demand Video clips Radio live/on demand Streamed music/podcasts Other internet phone use Average Daily Mins % 29% 1% 5% 2% 9m % 32% 1% 8% 2% 1% 4% 29m % 39% 3% 7% 9% 1% 3% 40m % 51% 6% 2% 13% 4% 92m All % 41% 3% 5% 9% 2% 2% 35m 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Proportion of all time spent consuming media on mobile phones Source: Ofcom research, base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45-54s = 1484; 55+ = The circles on the chart indicate a significant difference versus the UK adults, tested at 99%. Those not working are less likely to use a mobile phone for voice calls Voice calls made up 30% of mobile phone use among those not working, compared with 39% among those in work. Those not working were more likely to communicate using a mobile phone by text messaging, which made up 45% of their mobile phone use, compared with 40% among those in work. Women were more likely to use their phone for voice calls and text messaging, which made up 39% and 46% of their mobile phone use respectively. This compares to the 33% of mobile phone use by men that was voice calls, and 37% that was text messaging. One-fifth of men s mobile phone use was made up of internet-based communication ing, social networking and instant messaging compared with 12% for women. Those in the ABC1 socio-economic group were more likely than average to use a mobile phone for listening to downloaded music (5%), while those in the C2DE group were more likely than average to use a mobile phone for voice calls. 31

35 Figure 24: Proportion of mobile phone use, by gender, working status and socioeconomic group Voice calls Text/video messaging Downloaded TV/films/video clips Downloaded audio/music Other non-internet phone use s Social networking Instant Messaging TV/Films on demand Video clips Radio live/on demand Streamed music/podcasts Other internet phone use Average Daily Mins C2DE 41% 45% 2% 3% 6% 34m ABC1 34% 39% 5% 5% 9% 34m Non-working 30% 45% 5% 3% 10% 28m Working 39% 40% 2% 6% 8% 40m Female 39% 46% 2% 4% 7% 31m Male 33% 37% 5% 6% 11% 39m All % 41% 3% 5% 9% 35m 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Ofcom research, base = All respondent days: 16+ = 7966; Male = 3815; Female = 4151; Working = 4417; Not working = 3549; ABC1 = 4067; C2DE = The circles on the chart indicate a significant difference versus the UK adults, tested at 99%. 4.6 Radio sets Proportion of all time spent consuming media on mobile phones Radio sets were used for one activity listening to the radio, which is not surprising as they do not generally have multiple functions. However, the type of radio set can vary, with digital radio being used, and a proportion of radio listening being done in the car. Over half of radio set listening among year olds is done in the car Our study reported that radio sets were used for an average of 1 hour 2 minutes per day 6. Use was relatively uniform among most age bands; year olds used radio sets for 1 hour 2 minutes per day, year olds for 1 hour 27 minutes per day, and those over 55 for 1 hour 7 minutes per day. However, year olds used radio sets less, at 25 minutes per day. Of the 25 minutes per day that year olds listened to a radio set, over half was apportioned to listening to a car radio, compared to 32% for all adults. In addition, the results indicated that 11% of all radio listening was to a DAB car radio 7 among this age group, compared to 4% for all adults. However, for home radio listening, the propensity to listen to digital radio was the opposite. 8% of all radio listening among 16-24s was to a digital radio in the home versus 25% for all adults. 6 As discussed in the methodology section, this study underestimates the volume of radio listening relative to the industry results from RAJAR. 7 It is possible that some listening was attributed by respondents to a DAB car radio, which was actually to an analogue radio with a digital display. 32

36 Figure 25: Proportion of radio use, by type and age 8 Analogue (home) DAB (home) Analogue (car) DAB (car) Average Daily Mins % 31% 16% 3% 1h 7m % 19% 29% 4% 1h 27m % 26% 38% 3% 1h 2m % 8% 41% 11% 25m Total 43% 25% 28% 4% 1h 2m 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Proportion of all radio listening Source: Ofcom research, base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45-54s = 1484; 55+ = The circles on the chart indicate a significant difference versus the UK adults, tested at 99%. 8 This study underestimates the volume of radio listening in comparison with RAJAR. For a detailed explanation of the differences, please see the Methodology section. 33

37 Section 5 5 Media activities 5.1 Key findings This section explores the way in which different types of media activity are consumed across a range of devices. Activities such as watching video and listening to audio are now occurring not just on television, but on computers and mobile phones as well; voice calls are made on landline and mobile phones, and also on computers using VoIP; and text communications take various forms on both computers and mobile phones. As the study asked respondents about their media use across a range of devices, it is possible to analyse the consumption of different types of content across devices; for example, to achieve an overview of total video consumption, no matter what device is used. Watching scheduled TV is the most popular daily activity; 82% of people watch on an average day. s, listening to the radio, and reading print media were each undertaken by over 40% of respondents on a daily basis. This was also the case for making landline or mobile phone calls, and texting on a mobile phone. Just under one-third of respondents (30%) carried out other internet activities on a computer (e.g. online shopping or banking, etc), and social networking on a computer was carried out by one-quarter (25%) of adults daily. Analysis of total media consumption by media activity category showed that text communication is the most popular category of media activity among year olds. While television viewed on a TV set accounts for 38% of all media consumption, among year olds it makes up 26% of media consumption. Text communications accounted for 30% of all activity among 16-24s; this was double the level for all adults. Analysis of the activities within each media category showed that scheduled TV forms the bulk of video content among all age groups. Scheduled TV forms 82% of all video consumption among respondents in the survey, amounting to 173 minutes per day. Even among year olds the age group most likely to turn elsewhere for video content scheduled TV makes up 70% of all video activity. Radio is the dominant source of audio content among most age groups, but not among year olds. Radio, across its various methods of delivery (e.g. on a radio set, on a TV set, or on mobile phone), comprised three-quarters of all audio consumption among adults in the survey, with 69% made up by radio on a radio set. Among those over 55, radio comprised 90% of all audio listening year olds were the only age group among whom radio did not make up the majority of audio consumption only 36% of audio listening among year olds was through radio, half of the proportion radio for year olds. Among all adults, landline telephones are used for just over half (53%) of all time spent making phone calls, and mobile phone calls account for 44%, while VOIP represents 4%. There is some variation by age. For over 55s, landline calls represent three-quarters of time spent making phone calls. Among year olds, this figure is 26%, while 64% is via a mobile phone, and 10% via VOIP. 34

38 5.2 Daily media activities This section explores the proportion of respondents undertaking media and communications activities on a daily basis, according to the diary element of the study. Activities have in some places been analysed as individual items, and in others been aggregated into broad categories such as video, audio, and text communications. Watching scheduled TV is the most popular daily activity Analysis of activities within these broad categories shows that scheduled TV was the most popular daily activity, with 82% of people watching on an average day. s, listening to the radio, and reading print media were each undertaken by over 40% of respondents on an average day. This was also the case for making landline or mobile phone calls, and texting on a mobile phone. Just under one-third of respondents (30%) carried out other internet activities on a computer (such as online shopping or banking), and social networking on a computer was carried out by one-quarter (25%) of adults daily. Just under one-fifth of respondents watched their PVR on an average day. Figure 26 below, depicts these results together with the incremental weekly reach for each activity. Other activities were undertaken less frequently, but were still done weekly by a large proportion of people. For example, watching TV or films on demand or live on a computer, activities which 2% undertook on a daily basis, rising to 10% weekly; among 16-24s the figure was 25% weekly. Watching video clips online rose from 4% a day to 13% a week for all adults, and to 37% on a weekly basis among 16-24s. Figure 26: Media activities with the highest daily reach Daily and weekly reach (% of total population) Average daily reach Additional weekly reach Scheduled TV (TV set) s (reading or sending) (computer) Listening to radio (radio set) Reading (print) Landline calls Mobile calls Text/video messaging (mobile phone) Other internet use (computer) Social networking (computer) Other non-internet computer use (computer) Recorded TV on PVR (TV set) Source: Ofcom research, base = All respondent days: 7966, activities with >10% daily reach Figure 27 provides an overview of daily reach by activity. It shows that 16-24s undertook a wider range of activities on an average day compared to older people 55+: there were 18 recorded activities with greater than 10% daily reach among this age group, compared to ten for adults over

39 Figure 27: Daily reach of all media activities Device Activity Daily Reach All s 25-44s 45-54s 55+ Scheduled TV (TV set) 82% 69% 78% 83% 91% Recorded TV on PVR (TV set) 17% 15% 24% 14% 12% Rented/purchased DVD/video (TV set) 6% 10% 7% 4% 3% TV Games (TV set) 4% 13% 6% 2% 1% Recorded TV on DVD/VHS (TV set) 3% 2% 3% 2% 4% On-demand TV (TV set) 3% 4% 4% 3% 2% Radio (TV set) 3% 2% 4% 2% 3% Radio Radio (Radio set) 46% 30% 50% 55% 45% s (Computer) 51% 50% 61% 60% 36% All other internet use (Computer) 30% 24% 37% 39% 22% Social networking (Computer) 25% 54% 33% 16% 8% All other offline use (Computer) 22% 16% 29% 30% 14% Instant Messaging (Computer) 6% 21% 6% 3% 1% Computer Games online (Computer) 5% 6% 5% 5% 3% Video clips (Computer) 4% 12% 4% 2% 1% Games offline (Computer) 4% 7% 3% 4% 3% TV/films on demand (Computer) 3% 9% 3% 2% 1% Downloaded TV/films/video (Computer) 3% 8% 3% 1% 0% Downloaded music/audio (Computer) 3% 10% 3% 2% 1% Phone/video calls (Computer) 2% 4% 3% 2% 1% Landline Phone Calls (Landline) 44% 23% 42% 51% 51% Calls (Mobile) 43% 51% 56% 48% 23% Text/video messaging (Mobile) 42% 66% 56% 42% 17% Mobile Phone s (Mobile) 6% 6% 10% 5% 2% Social networking (Mobile) 5% 14% 8% 1% 1% Other non-internet use (Mobile) 2% 2% 3% 2% 1% Other internet use (Mobile) 2% 2% 4% 2% 0% Print Media Reading (Print) 46% 32% 38% 45% 60% Music Centre Music/audio (Music centre) 10% 16% 11% 10% 5% Music/audio (Handheld device) 9% 20% 10% 7% 3% Handheld Device Radio (Handheld device) 2% 2% 2% 2% 2% Games (Handheld device) 2% 4% 2% 4% 1% Source: Ofcom research, base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45-54s = 1484; 55+ = Activities with >1% reach. Activities grouped by device and category. Green indicates results higher than the UK average and ref indicates results that are lower (99%). Other internet use is driven by general surfing As seen in Figure 27, 30% of UK adults used a computer for other internet activities on an average day. This was defined as online activity that was not included in any other category (therefore excluding online video and audio, ing, social networking, instant messaging, and online voice calls). It was possible to break this category down further to examine the proportion of respondents undertaking different other internet activities. Figure 28 shows the average daily and weekly reach of specific other internet activities on a computer. General internet use was the most popular daily activity followed by looking for information. 36

40 Each day, 17% of adults in the survey used the internet for general internet purposes, including general web surfing, which rose to 41% of people on a weekly basis. Sixteen per cent of respondents each day used the internet to look for information, rising to 41% each week. Online banking had a daily reach of 7%, and weekly reach of 22%, while online shopping had a daily reach of 6% rising to 18% on a weekly basis. Four per cent of people each day used the internet to view newspaper websites, and 6% viewed other news sites each day. Figure 28: Other internet activities with the highest daily reach Average daily Additional weekly General Internet 17% 24% Looking for information 16% 26% Other internet activities 12% 20% Banking 7% 15% Other news sites 6% 11% Shopping 5% 13% Newspaper websites 4% 8% Participating in online communities 4% 6% Creating Sharing content 1% 2% Writing blogs 1% 2% Source: Ofcom research, base = All respondent days: % 10% 20% 30% 40% 50% 60% Reach (%) 5.3 Patterns of media consumption by activity category The 45 media activities measured in the survey have been grouped into categories, as shown in the table below. 37

41 Table 2 Activity category Video Audio Voice communications Text communications Print media Games Other Activity subcategories Television TV Television - other Other video Radio radio set Radio other device Other audio Other internet Other media Activities Television set: TV live; Television set: recorded TV on PVR; Television set: recorded TV on DVD/VHS; Television set: TV on-demand TV or films on-demand or live on a computer; TV or films on-demand on a mobile phone DVDs or videos (rented or bought); Video clips on a computer; Downloaded TV, films or video clips on a computer; Downloaded TV, films or video on a mobile phone; Downloaded TV, films or video on hand-held device. Live radio on a fixed or portable set Radio on a TV set; Radio live or on-demand on a computer, mobile phone or hand-held device Streamed music, streamed podcasts, downloaded music or other audio, music or other audio on a stereo or music centre or portable devices. Making or receiving phone calls on a landline; Making or receiving phone calls on a mobile phone; Making or receiving phone calls or video calls on a computer. ing, social networking or instant messaging on a computer or mobile phone and texting or video messaging on a mobile phone Reading newspapers, magazines or books Playing games on a TV set, computer or portable device (e.g. hand-held games console or MP3 player. Internet activity on a computer or mobile phone that is not covered by the previous categories. All other media and communications activity on a hand-held device, and all other noninternet activity on a computer or mobile phone. This allows for analysis of different activity groups, irrespective of what device they were performed on. Watching television on a TV set is most popular among people over 55; text communication is most popular among 16-24s Figure 29 below depicts the proportion of time spent undertaking the different media activity categories. Video viewing was the most popular communications activity among respondents. It accounted for 212 minutes, or 40%, of all media and communications use in the day. Television viewed on a TV set (whether live, recorded or on demand) represented 38 percentage points of that total (94% of all video viewing). Listening to audio (radio, podcasts, etc) accounted for a further 17%, of which 12 percentage points (or 71% of all audio listening) was listening to radio through a radio set. Text communications (texting, , social networking, etc) accounted for 15% of the total, and voice communications (e.g. mobile, landline calls, VoIP) for a further 5%. People aged16-24 had a different media consumption profile. Only 26% of 16-24s media time was spent watching television on a TV set, compared to the average of 38%. While watching video on devices other than TV sets remains a niche activity overall, it was more widespread among year olds. Nineteen per cent of their video viewing (or 6% of their total media time) was through a device other than a TV set, compared with 7% among adults as a whole. Moreover, text communications accounted for 30% of all activity among 16-24s; this was double the level for all adults. Other differences by age included 45s-54s spending a greater proportion of their media time on the radio via a radio set (16%) compared to all adults (12%), and over-55s spent a greater proportion of their time on print media (10%), compared to 6% for all adults. Over 55s spent the greatest proportion of total media time watching scheduled television (51%). 38

42 Figure 29: Proportion of media and communications used, by age 55+ Watching TV on a TV set 51% 0% Radio on radio set 14% 2% 5% 6% 4% Print 10% 1% 4% Average Daily Mins 7h 47m Television on TV Television on other devices Other Video 45-54s 35% 1% 16% 4% 6% 11% 9% 5% 2% 9% 8h 57m Radio on Radio 25-44s 33% 1% 11% 5% 5% 18% Other internet 8% 4% 3% 9% 9h 24m Radio on other device Other Audio Voice Comms Text Comms 16-24s 26% 2% 4% 9% 6% Text communication 30% 5% 3% 5% 5% 9h 32m Other Internet Print Media ALL % 1% 12% 4% 5% 15% 7% 6% 3% 7% 8h 48m Games Other Media 0% 20% 40% 60% 80% 100% Source: Ofcom research, base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45-54s = 1484; 55+ = The circles on the chart indicate a significant difference versus the UK adults, tested at 99%. Audio and video content are more central for those not working and for those in the C2DE socio-economic group For both non-working adults and those in the C2DE socio-economic group, video and audio content combined made up nearly two-thirds of all media and communications activity (64%). This compares with 53% of all media and communications activity for both working and ABC1 adults in these two categories. For both those in ABC1 group and those working, a greater proportion of media time is spent on either other internet activity and other media. These two categories combined made up 18% of all media and communications activity among working adults, compared with 7% for those not working, and 17% of activity among adults in the ABC1 group, compared with 9% for those in the C2DE group. 39

43 Figure 30: Proportion of media and communications used, by gender, working status and socio-economic group C2DE Watching TV on a TV set 44% 1% 12% 8% 6% 14% Print 5% 5% 3% 4% Average Daily Mins 8h 17m Television on TV ABC1 34% 1% 12% 2% 5% Radio on radio set 15% 7% 7% 3% 9% 8h 52m Television on other devices Other Video Nonworking Working 32% 45% 1% 1% 13% 10% 5% 6% 5% 5% 16% 14% 4% 8% 3% 3% Other internet 8% 5% 3% 10% 8h 15m 9h 13m Radio on Radio Radio on other device Other Audio Voice Comms Women 40% 1% 12% 4% 6% 15% 5% Text communication 7% 2% 5% 8h 2m Text Comms Other Internet Men 35% 1% 12% 5% 5% 16% 8% 5% 3% 8% 9h 36m Print Media Games ALL % 1% 12% 4% 5% 15% 7% 6% 3% 7% 8h 48m Other Media 0% 20% 40% 60% 80% 100% Source: Ofcom research, base = All respondent days: 16+ = 7966; Male = 3815; Female = 4151; Working = 4417; Not working = 3549; ABC1 = 4067; C2DE = Circles indicate results that significantly higher or lower than the UK average. 5.4 Patterns of media consumption within activity category The following section looks in detail at specific media categories and the contribution of different media activities to each one. Scheduled TV forms the bulk of video consumption among all age groups Of all video consumption, 82% was made up of scheduled TV watched on a TV set, amounting to 173 minutes per day. Among year olds the age group most likely to turn elsewhere for video content scheduled TV made up 70% of all video activity. For 25-44s it constituted 75% year olds were the age group most likely to watch video content through a computer; 4% of their video content was from watching TV online, 4% was video clips online and a further 3% was downloaded content. Compared to UK adults as a whole, year olds were more likely to watch video content through TV recorded on a PVR, with 14% of their video consumption undertaken this way, compared with 10% for all adults. 40

44 Figure 31: Proportion of video consumption, by age Scheduled TV (TV set) Recorded TV on PVR (TV set) Recorded TV on other device (TV set) On-demand TV (TV set) DVDs/videos (rented or bought) (TV set) TV or films on-demand (Computer) Video clips (Computer) Downloaded video (Computer) Downloaded video (Mobile phone) TV or films on-demand (Mobile phone) Video clips (Mobile phone) Video clips (Handheld device) DVDs (Handheld device) Average Daily Mins % 6% 4h 3m 45-54s 85% 9% 2% 3h 17m 25-44s 75% 14% 4% 3h 21m 16-24s 70% 9% 6% 4% 4% 3% 3h 1m ALL % 10% 3% 3h 32m 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Amount of media consumed (minutes per day) Source: Ofcom research, base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45-54s = 1484; 55+ = Circles indicate results that significantly higher or lower than the UK average. Radio is the dominant method of audio consumption among most age groups Radio, including all its methods of delivery (e.g. on a radio set, on a TV set, or on a mobile phone), comprised three-quarters of all audio consumption among adults in the survey, with 69% of people listening to radio on a radio set. Among those over 55, radio on a radio set comprised 83% of all audio listening year olds were the only age group among whom radio did not make up the majority of their audio consumption 32% of audio listening among year olds was through radio on a radio set, half of the proportion that radio made up for year olds. Downloaded audio, and audio on physical media such as CDs, made up 60% of audio consumption among year olds: 22% on a hand-held device (such as an MP3 player or portable CD player); 16% on a music centre; 15% through a computer (either using CDs or downloaded files); and 7% through files downloaded to a mobile phone. The corresponding figure among all adults was 24%. 41

45 Figure 32: Proportion of audio consumption, by age 9 Average Radio on a radio set Radio on a TV set Radio on a computer Streamed audio on a computer Daily Mins Downloaded audio on a computer Downloaded audio on a mobile phone Radio on a mobile phone Streamed audio on a mobile phone Audio on a music centre Audio on a handheld device Radio on a handheld device % 4% 1% 6% 3% 2% 1h 20m % 2% 2% 9% 6% 3% 1h 56m % 2% 2% 3% 12% 10% 2% 1h 34m % 1% 1% 15% 7% 16% 22% 2% 1h 19m All % 3% 2% 4% 10% 9% 2% 1h 31m 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Amount of media consumed (minutes per day) Source: Ofcom research, base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45-54s = 1484; 55+ = Circles indicate results that significantly higher or lower than the UK average. Landline telephones used for over half of all time spent making phone calls Among all adults, landline telephones were used for just over half (53%) of all time spent making phone calls. This figure was highest among those over 55, for whom three-quarters of time spent making phone calls was through a landline phone year-olds undertook 26% of their voice communications on a landline phone. Nearly two-thirds (64%) of voice communications among this age group were through a mobile phone, compared with 44% for all adults. The likelihood of voice communications being done through VOIP were much higher for this age group, at 10%, compared with 4% for all adults. 9 This study underestimates the volume of radio listening in comparison with RAJAR. For a more detailed explanation of the differences, please see the Methodology section. 42

46 Figure 33: Proportion of voice communications, by age Average Daily Mins 22m 33m 31m 32m 28m Source: Ofcom research, base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45-54s = 1484; 55+ = Circles indicate results that significantly higher or lower than the UK average. 5.5 Daily amount of time spent on media activities Figure 34 shows the average daily use of each media activity, among all adults and among each age group. 43

47 Figure 34: Total volume of activity, by age Device Activity All s 25-44s 45-54s 55+ Total Volume Total Volume Total Volume Total Volume Total Volume Scheduled TV (TV set) Recorded TV on PVR (TV set) Recorded TV on DVD/VHS (TV set) TV On-demand TV (TV set) Rented/purchased DVD/video (TV set) Radio (TV set) Games (TV set) Radio Radio (Radio set) s (Computer) Social networking (Computer) Instant Messaging (Computer) TV/films on demand (Computer) Video clips (Computer) Radio live/on-demand (Computer) Computer Streamed music/audio (Computer) Games online (Computer) Phone/video calls (Computer) All other internet use (Computer) Downloaded TV/films/video (Computer) Downloaded music/audio (Computer) Games offline (Computer) All other offline use (Computer)

48 Device Activity All s 25-44s 45-54s 55+ Total Volume Total Volume Total Volume Total Volume Total Volume Landline Phone Calls (Landline) Calls (Mobile) Text/video messaging (Mobile) Downloaded music/audio (Mobile) Mobile Phone Other non-internet use (Mobile) s (Mobile) Social networking (Mobile) Instant Messaging (Mobile) Other internet use (Mobile) Print Media Music Centre Reading (Print) Music/audio (Music centre) Music/audio (Handheld device) Handheld Device Radio (Handheld device) Video clips (Handheld device) DVDs (Handheld device) Games (Handheld device) Source: Ofcom research, base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45-54s = 1484; 55+ = Activities grouped by device and category. 5.6 Heavy users of different media activities This section explores the relationship between total consumption of different media activities, and the amount that is undertaken by heavy users of those activities. We have defined heavy users as the highest 20% of users who undertook that activity during the week of research. Text communication is most concentrated among heavy users Figure 35 shows the proportion of all consumption of each activity that is done by the heavy users of that activity. This calculation gives an idea of which activities are driven by a small number of people, even if it has a relatively high take-up, and which activities have a more uniform level of consumption across all users. Social networking on a mobile phone is the activity most concentrated among heavy users 82% of minutes spent social networking on a mobile phone were by heavy users of the activity. Text communications (e.g. ing, texting, social networking) and gaming activities were also likely to be concentrated among the heaviest users, while video was more uniform; for example, 42% of total viewing minutes to scheduled TV were from the heaviest fifth of users. 45

49 Figure 35: Proportion of activity use undertaken by heavy users Social networking - mobile Texting/video messaging Instant Messaging Watching video clips (e.g. You Tube) Playing games online s (sending or reading) All other computer use Playing games offline Making or receiving calls Games on a games console - TV set Social networking - computer All other internet use Downloaded music or CDs -computer Listening to live radio on TV set Making or receiving calls s (sending or reading) Listening to music or other audio Listening to music or other audio - handheld Radio on a radio set Recorded TV on PVR Reading newspapers/magazines/books Watching on-demand TV - TV set Recorded TV - TV set Watching DVDs/videos - TV set Scheduled TV 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Proportion of use from heavy users VIDEO AUDIO PRINT MEDIA VOICE COMMS TEXT COMMS GAMES OTHER Source: Ofcom research, base = All respondent days: 16+ = Media activities are colour coded by media category. 5.7 Location and purpose of media use Watching video content occurs mostly in the home, while listening to audio is often done elsewhere The survey also asked respondents where they were when they were carrying out the different media activities covered in the seven day diary. Figure 36 shows that location has a bearing on the types of activities that respondents undertook. Overall, 76% of all media consumption occurred at home; a further 16% was at work, and 8% somewhere else (such as travelling, or at someone else s house). The location varied substantially between video and audio content. Only 4% of video content was watched outside the home; by contrast, 43% of audio content was listened to outside the home, whether at work (21%) or elsewhere (23%). This includes car radio listening as well as listening on portable devices. Eighty-two per cent of print media and 94% of games activities were consumed at home 46

50 Two-thirds (67%) of text communication was undertaken at home, 25% at work and 8% elsewhere. There was a similar pattern for voice communications, with 60% undertaken at home, 29% at work and 11% elsewhere. The other media category comprises all other computer use (apart from ing, listening to audio and watching video) which explains the high proportion consumed at work (57%). Figure 36: Proportion of media use, by location Average Daily Mins Minutes consumed per day 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 8h 48m 3h 32m 15m 31m 1h 20m 36m 28m 1h 31m 35m 3% 8% 5% 3% 2% 2% 11% 8% 11% 1% 23% 16% 6% 25% 31% 29% 57% 21% 96% 94% 82% 76% 67% 66% 60% 57% 41% At home At work Elsewhere All media All video Games Print media Text communication Other internet Voice communication All audio Other media Source: Ofcom research, base = all respondent days: 7966 Landline phone calls are more likely to be used for work and study than mobile phones, particularly among younger people Respondents were asked to indicate whether some activities had been undertaken for personal, or for work and study use. Figure 37 below shows the average number of minutes spent on different media activities, split by whether they were done for personal or work purposes. It shows that ing was used for both purposes (with work/study purposes accounting for 47% of ing on a computer). By contrast, other forms of text communication, such as text messaging and instant messaging, were used almost exclusively for personal reasons. Landline telephone calls were more likely than mobile telephone calls to be used for work and study purposes, though they were used for similar amounts of personal call time. Thirtysix per cent of landline call use was for work purposes (5 minutes per day on average across all respondents). Among year olds, this figure rose to 49%. By contrast, 27% of mobile phone calls were for work and study purposes (3 minutes per day), but this declined to 18% for year olds. There were also differences between men and women. Forty-four per cent of ing by women was for work and study purposes, compared to 49% for men, while 29% of landline phone calls and 15% of mobile phone calls by women were for work/study reasons, compared with 46% and 37% for men. 47

51 Figure 37: Personal and work use, all 16+, amount done (mins per day) Other offline computer use Other internet use on a computer s on a computer Text messaging on a mobile phone Landline phone calls Mobile phone calls Instant messaging on a computer s on a mobile phone Phone calls using a computer Amount done (minutes per day) Personal use Used for work/study Source: Ofcom research, base = All respondent days: 7966 Figure 38 shows the average daily volume for reported activities split by personal use, and use for work or study , working people, men, and those in ABC1 group all have higher amounts of work s, other internet for work, and offline computer use for work. Figure 38: Amount of personal and work activity (mins per day), by demographic group Device All s 25-44s 45-54s 55+ Men Women Working Not Working ABC1 C2DE s on a computer - Work/study s on a computer - Personal Instant messaging on a computer - Work/study Instant messaging on a computer - Personal Phone calls using a computer - Work/study Phone calls using a computer - Personal Other internet use on a computer - Work/study Other internet use on a computer - Personal Other offline computer use - Work/study Other offline computer use - Personal Landline phone calls - Work/study Landline phone calls - Personal Mobile phone calls - Work/study Mobile phone calls - Personal Text messaging on a mobile phone - Work/study Text messaging on a mobile phone - Personal s on a mobile phone - Work/study s on a mobile phone - Personal Source: Ofcom research, base = All respondent days:

52 Section 6 6 The role of media multi-tasking 6.1 Key findings In the seven day diary respondents were asked each time they undertook a media activity, whether they did it on its own or at the same time as doing other media activities 10. This enabled us to estimate the proportion of time people spent doing media activities concurrently and the proportion they spent doing media activities on their own. People are more likely to consume video, audio, and print media on their own, while textbased communications tend to be undertaken concurrently. Video content is the most likely activity to be consumed on its own, with only 17% of video viewing occurring alongside another media activity. Audio and print media are also more likely to be used on their own (73% and 71% respectively of the total time people spend listening and reading). By contrast, text-based communication (such as ing, social networking and texting) is most likely to be undertaken concurrently for two-thirds of the time that people are doing it. The TV set, radio set, print, music system, and portable devices (other than mobile phones) tend to be used for activities undertaken on their own. But computers and mobile phones, the two devices which are most likely to be used for a variety of different communication activities, are also the devices on which activity is most likely to be done in conjunction with other media activities. Thirty-five per cent of media consumed by adults in the survey is done simultaneously with other media s are more likely to use media simultaneously than older people. Over half (52%) of all media activity undertaken by year olds is simultaneous, compared to 22% for those in the over-55 age group. Across most of the day, about one-fifth of respondents consume two or more forms of media simultaneously, rising in the early evening to just under one-third of the sample (30%). By contrast, the proportion of people consuming only one type of media peaks in the evening, rising from around 25% of all people between 8:00 and 18:00 to almost 50% at 21:00. Most of this peak is explained by people watching scheduled television on their TV set, an activity predominantly undertaken on its own rather than alongside other media. (See Section 3 for further information on media multi-tasking.) Radio is the medium of choice when consumers are on the move. Listening to the radio on a radio set comprised nearly half (48%) of all media activities done in half-hours when respondents are travelling, making it by far the media activity most likely to be done by people on the move. 6.2 An overview of media multi-tasking This section considers what proportion of media consumption is done simultaneously with other media, and how this varies by age, gender, socio-economic group, working status, 10 The study did not record whether respondents were doing other lifestyle activities at the same time, such as eating or cooking. 49

53 activity category, device, individual activity, and time of day. There is also an examination of how concentrated media multi-tasking is within the base of all UK adults. Simultaneous media consumption is defined as any media that was reported by respondents as having been done at the same time as another media activity. Solus media consumption is media that was reported as not having been done at the same time as another media activity. People are more likely to consume video, audio, and print media on their own, while text-based communications tend to be undertaken concurrently The research study showed that UK adults aged 16+ tended to watch video content, listen to audio and read newspapers/magazines or books as solus activities. Text-based communications tended to be undertaken at the same time as other media activities that were measured in the study. Video content was the most likely to be consumed on its own, with only 17% of video viewing occurring alongside another consumption activity. Audio and print media were also more likely to be used on their own (73% and 71% respectively of the total time people spent listening and reading). By contrast, text-based communication (such as ing, social networking or texting) were most likely to be undertaken concurrently for two-thirds of the time that people were doing it. Figure 39: Proportion of media used per category, by solus and simultaneous use Proportion of use (%) 100% 80% 60% 40% 20% 35% 65% 17% 83% 27% 29% 73% 71% 44% 47% 56% 53% 56% 44% 65% 66% 35% 34% Used simultaneously with other media Used on its own 0% Total media All video All audio Print media Games Voice communication Other offline media Other internet media Text communication Source: Ofcom research, base = All respondent days: 7966 The majority of activity on mobile phones and computers occurs concurrently with other media consumption The TV set, radio set, print, music system and portable devices (other than mobile phones) tended to be used for activities undertaken on their own. By contrast, computers and mobile phones, the two devices which are most likely to be used for a variety of different communications activities, were also the devices on which activity is most likely to be simultaneous (see Figure 40). 50

54 Figure 40: Proportion of solus and simultaneous media used, by device 100% Proportion of all time spent 90% 80% 70% 60% 50% 40% 30% 20% 17% 19% 83% 81% 29% 71% 39% 40% 61% 60% 48% 52% 55% 45% 62% 38% Media used simultaneously Media used on its own 10% 0% TV set Radio set Print media Music centre Portable devices Landline Mobile Computer Source: Ofcom research, base = All respondent days: 7966 Watching video on a TV set and listening to the radio on a radio set are most likely to be undertaken without other media Figure 41 shows the proportion of each type of media activity that was undertaken on its own. It highlights that within the video category, most activities were typically watched without other media. Eighty-four per cent of scheduled television was watched on its own, as was 83% of video on demand on a TV set, and 80% of recorded viewing through a PVR. The exceptions to this trend were video clips viewed on a computer, mobile phone or other hand-held device, and TV or films viewed on hand-held devices, which each showed much lower levels of solus activity. This may reflect the functionalities of these devices, and the occasions when they are used. The proportion of people listening to the radio in tandem with other media varied by activity listening through a radio set tended to be on its own (81%), but listening through a mobile phone or computer were more likely to be accompanied by other media consumption. Audio listened to on a computer tended to be done simultaneously, while listening to audio on dedicated devices radio sets, music centres, hand-held devices tended to be solus. Text communications tended to be primarily concurrent media activities. In particular, 90% of all time spent on instant messaging on a computer was concurrent with other media activities. Voice communication was more of a mixed picture; about half the time spent on each type of voice activity (such as making or receiving landline or mobile or VoIP calls) was concurrent. Print media was read on its own for 71% of the time. 51

55 Figure 41: Proportion of specific media activities that are undertaken on their own ( solus ) VIDEO AUDIO PRINT MEDIA VOICE COMMS TEXT COMMS GAMES OTHER Source: Ofcom research, base = all respondent days: 7966, activities >50 respondents. 6.3 Differences in media multi-tasking, by demographic group Figure 42 shows the proportion of media use split by different types of activity, depending on whether they were carried out on their own or concurrently with other media activities. It shows that thirty-five per cent of media consumed by adults in the survey was done simultaneously with other media s were more likely to use media simultaneously than older people. Over half (52%) of all media activity undertaken by year olds was undertaken concurrently with other media activities, compared to 22% for those in the over- 55 age group. 52

56 Over-55s were more likely to watch video content on its own, particularly television on a TV set. Watching television through a TV set on its own made up 45% of all media activity among over-55s, compared to 19% for 16-24s. Figure 42: Proportions of all media used, by individual solus activities and all simultaneous activity GROSS SIMULTANEOUS ACTIVITY Average Daily Mins All % 30% 26% 31% 45% 3% 2% 1% 1% 9% 1% 12% 8% 10% 1% 6% 2% 12% 0% 20% 40% 60% 80% 100% 5% 5% 4% 4% 3% 3% 51% 2% 41% 33% 35% 21% 7h 47m 8h 57m 9h 24m 9h 32m 8h 48m Only TV on a TV set Only TV on another device Only other video Only radio on a radio set Only radio on another device Only other audio Only print media Only voice comms Only text comms Only games Only other internet activity Only other media More than one activity at the same time Source: Ofcom research, base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45-54s = 1484; 55+ = Circles indicate results that significantly higher or lower than the UK average. Men watch more video on its own compared to women, but it forms less of their total media consumption Figure 43 shows the proportions of media use, split by solus activity and all simultaneous activity, and how this varies by gender, working status, and socio-economic group. Those not working were more likely to watch television on its own. This group also tended to consume less media overall compared to the UK average. 53

57 Figure 43: Proportion of all media used, by individual solus activities and by all simultaneous activity GROSS SIMULTANEOUS ACTIVITY Average Daily Mins 8h 17m 8h 52m 8h 15m 9h 13m 8h 2m 9h 36m 8h 48m Source: Ofcom research, base = All respondent days: 16+ = 7966; Male = 3815; Female = 4151; Working = 4417; Not working = 3549; ABC1 = 4067; C2DE = Circles indicate results that significantly higher or lower than the UK average. Media multi-tasking is driven by text communication Figure 44 shows the volume of simultaneous activity by media category type in minutes per day. Among all 16+, text communication (e.g. ing, social networking or texting) was the most heavily undertaken simultaneous media activity, at 53 minutes per day. Video was the second most likely category to be consumed alongside other media activities, with people spending an average of 37 minutes per day watching video content and doing other media activities at the same time, according to this study. (This is mainly because of the overall high volume of video content watched by respondents, rather than it being associated with concurrent use.) The amount of simultaneous activity varied by age s undertook an average of 4 hours 53 minutes of simultaneous media consumption per day, compared to an average among all adults of 3 hours 6 minutes. The extra consumption among young adults was driven by the amount of simultaneous text communications undertaken 2 hours 6 minutes per day (compared to an average of 53 minutes per day for all adults). Those over 55 undertook the lowest amount of simultaneous media consumption at 1 hour 40 minutes. 54

58 Figure 44: Amount all simultaneous media consumed, by category, by age Average Daily Mins 1h 40m 2h59m 3h49m 4h53m 3h06m Source: Ofcom research, base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45-54s = 1484; 55+ = 2373 Media multi-tasking among working adults is driven by computer activity Those working consumed 3 hours 32 minutes worth of media simultaneously, an hour more than those not working. Simultaneous consumption of video, audio or print did not vary greatly by working status, gender or socio-economic group. However, media activities, such as text communications, other internet, and other media, have a greater bearing on the amount of simultaneous media consumption undertaken. Other media (which includes the use of offline software applications on a computer), was undertaken for an average of 29 minutes per day by working adults, and nine minutes per day by non-working adults. Working adults also undertook other internet activities (such as online banking, shopping and general surfing) for 30 minutes per day simultaneously with other media consumption, compared with 13 minutes per day for non-working adults. Comparing men and women, text communication accounted for an extra 17 minutes of simultaneous media consumption per day for men compared with women (1 hour 2 minutes compared with 44 minutes). Men spent an additional 15 minutes per day undertaking other media simultaneously (28 minutes compared with 13 minutes), and an extra 13 minutes using other internet media (29 minutes compared with 17 minutes). 55

59 Figure 45: Amount of simultaneous media consumed, by category, by gender, working status and socio-economic group Average Daily Mins 2h37m 3h10m 2h32m 3h32m 2h38m 3h35m 3h06m Source: Ofcom research, base = All respondent days: 16+ = 7966; Male = 3815; Female = 4151; Working = 4417; Not working = 3549; ABC1 = 4067; C2DE = 3311 Simultaneous media consumption is driven by one fifth of respondents In order to assess whether the level of media multi-tasking was driven by a small number of people, we split respondents into ten groups (deciles). We created one set of ten groups for the amount of solus media consumption undertaken, and one set based on the amount of media undertaken concurrently with other media activities (simultaneous). We then examined how much solus and simultaneous media is undertaken by the heaviest media consumers. Figure 46 shows that simultaneous media consumption is mainly concentrated among 20% of the respondents, whereas solus consumption is more evenly distributed across all people. Sixty-eight per cent of media that is consumed simultaneously is done by one fifth of consumers (split into 49% of media consumed by 10% of respondents, and a further 19% of media by another 10% of respondents). This compares to a corresponding figure of 32% for media that is consumed on its own (17% and 15% respectively). 56

60 Figure 46: Distribution of media consumption, by solus and simultaneous media 100% Proportion of use (%) 80% 60% 40% 20% 0% 49% 17% 19% 15% 12% 12% 11% 8% 10% 10% 8% 5% 8% 3% 6% 2% 1% 4% 1% 0% Heaviest decile Solus media consumption Simultaneous media consumption Source: Ofcom research, base = All respondent days: 16+ = Lightest decile 6.4 Media multi-tasking across the day Media multi-tasking is common throughout the day The following section looks at the relationship between media activities undertaken on their own (solus) and those undertaken together with other media activities (simultaneous), by time of day. By time of day, patterns of solus and simultaneous media consumption varied substantially, although there were also points of consistency. Across most of the day, about one-fifth of respondents were consuming two or more forms of media simultaneously, rising in the early evening to just under one-third of the sample (30%). By contrast, the proportion of people consuming only one type of media peaked in the evening, rising from around 25% of all people between 8:00 and 18:00 to almost 50% at 21:00. Most of this peak is explained by people watching scheduled television on their TV set, an activity predominantly undertaken on its own rather than alongside other media (see Figure 47). 57

61 Figure 47: Hourly reach of media use throughout the day, by solus and simultaneous activity 100.0% 80.0% 60.0% Using media ONLY on its own 40.0% 20.0% Using media simultaneously 0.0% 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 00:00 01:00 02:00 03:00 04:00 05:00 Source: Ofcom research, base = All respondent days: 7966 Watching scheduled TV on a TV set is most likely to be done on its own in the evening, without consuming other media As to the types of activity that were undertaken on their own, 0 shows that viewing television on a TV set on its own remains popular during the evening. Dissecting the solus consumption patterns by time of day reveals that video and audio media use accounts for the majority of that consumption. In particular, the increase in solus media use that occurs at around 21:00 is driven by television viewing, which accounts for around 70% of all solus media use at this time. Listening to radio through a radio set accounted for a substantial proportion of all solus consumption early in the morning and late at night, while listening to other audio (eg.downloaded music or CDs) was also a popular late-night activity for some. The proportion of solus activity taken by text communications grows in popularity from early morning until around 15:00 in the afternoon, before tailing off in the late afternoon and evening. 58

62 Figure 48: Proportion of solus media use throughout the day 100% Other media 90% Other internet Proportion of all solus media use 80% 70% 60% 50% 40% 30% 20% 10% 0% 06:00 07:00 Radio on a Radio set 08:00 09:00 10:00 11:00 Text communications 12:00 Phone calls Source: Ofcom research, base = all respondent days: :00 14:00 15:00 16:00 17:00 18:00 Time of day 19:00 Television on a TV set 20:00 21:00 22:00 23:00 Print media 00:00 01:00 02:00 Other audio (e.g. CDs, MP3s) 03:00 04:00 05:00 Games Text comms Voice comms Print media Other audio Radio on other device Radio on radio set Other video Television on other device Television on TV set Text-based communications is the most popular concurrent media activity throughout the day Patterns of simultaneous media use are quite different over the day. Video and audio were not big drivers, while communications activity (particularly text communications) made a more substantial contribution throughout most of the day. In the evening, as the television audience increased, video became a bigger factor in the overall amount of media being used simultaneously. Using the internet for purposes other than viewing video/listening to audio was also a consistent concurrent pursuit for around 10% of people throughout the day. Figure 49: Proportion of simultaneous media use throughout the day Proportion of all simultaneous media use 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 06:00 Radio on a radio set 07:00 08:00 09:00 10:00 11:00 Text communications (e.g. ing, social networking, text messaging) Phone calls 12:00 13:00 Source: Ofcom research, base = All respondent days: :00 15:00 16:00 17:00 Other internet (e.g. web browsing, shopping, banking) 18:00 Time of day Television on a TV set 19:00 20:00 21:00 22:00 23:00 00:00 01:00 02:00 03:00 04:00 05:00 Other media Other internet Games Text comms Voice comms Print media Other audio Radio on other device Radio on radio set Other video Television on other device Television on TV set 59

63 6.5 Media activities that occur in the same half hour Simultaneity is defined in this study as the condition of two media activities being considered by respondents to have been done at the same time. Due to the methodology of the survey, we were able to identify what proportion of each particular activity was done simultaneously, but not which specific activities were done concurrently with one another. However, the study did allow us to analyse the data in terms of activities taking place within the same half hour (co-occurence). While this does not mean that the activities were necessarily done concurrently, it indicates what activities occurred in the same short time period. Taken together with the previous analysis, which indicated activities that are likely to be undertaken concurrently with other activities, it helps to provide some additional understanding of the relationships between different media in people s lives. Co-occurence is highest among devices that are multi-functional Figure 50 shows the relationship between devices by half hour. It illustrate, for example, that, of all media activities done in the same half hour as using a television set, 42% were undertaken on a computer, and 23% on a mobile phone. The computer, the device which has the highest proportion of concurrent use (as shown in Figure 49 above), was also the device most often used for more than one media activity in the same half hour. Forty three per cent of all media consumed in the same half hour as using a computer was also done on a computer. For mobile phones, 21% of all media consumed in the same half hour as using a mobile phone was also done on a mobile phone, while for television it was 3%. For both computers and mobile phones, the high incidence of activities done on the same device in the same half hour suggests that the high proportion of simultaneity on computers and mobile phones identified in the previous section was driven, in part, by the ability to do a range of activities on the same device. For radio, computer activities made up 27% of media activities done in the same half hour as listening to radio, while mobile phone activities were responsible for 24% and print media constituted 15% (which was greater than for any other device). For reading print, watching television made up 41% and radio made up 18% of media activities done in the same half hour as reading books, magazines or newspapers. 60

64 Figure 50: Co-occurrence of device use TV Radio Computer Landline Mobile Stereo Print Handheld TV 3% 3% 42% 12% 23% 1% 12% 3% Radio 9% 0% 27% 15% 24% 5% 15% 6% Stereo 11% 16% 25% 10% 14% 0% 7% 17% Handheld 19% 13% 22% 4% 19% 12% 8% 4% Computer 23% 5% 43% 11% 12% 2% 2% 2% Landline 24% 11% 41% 0% 17% 2% 4% 1% Mobile 26% 9% 25% 9% 21% 2% 5% 4% Print 41% 18% 13% 6% 14% 3% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Ofcom research, base = All respondent days: 16+ = 7966 UK adults tend to make mobile or landline calls in the same half hour as watching TV Figure 51 to Figure 54 look at specific activities, and which other activities occurred with them in the same half hour. Figure 51 presents the findings for scheduled TV, TV on a PVR, and TV on demand on a TV set. It shows that whether the TV was used to watch scheduled TV, TV recorded on a PVR, or TV on-demand, around 30% of the media activities that occurred in the same half hour were undertaken on a landline or mobile phone. Social networking on a computer, and other computer use constituted between 30% and 40% of media activity that occurred in the same half hour as watching TV, or using a PVR or TV on-demand service on a TV set. Figure 51: Co-occurrence of media activities with using a TV set Scheduled TV- TV set TV on PVR - TV set On-demand TV - TV set Other - TV set Radio - Radio set ing - Computer Social networking - computer TV or films on-demand - computer Other - Computer Voice calls - Landline Voice calls - Mobile Text/video messaging - Mobile Other - Mobile Reading newspapers/magazines/books Listening to music / other audio - Music centre Handheld devices On-demand TV - TV set TV on PVR - TV set Scheduled TV 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Proportion of co-occurence by main activities and media devices Source: Ofcom research, base = All respondent days: 16+ =

65 Scheduled TV more likely to occur in the same half hour as social networking Figure 52 shows three activities undertaken on a computer: TV/films on demand, ing and social networking, and the range of media activities undertaken in the same half hour. This analysis shows that other computer use 11 was the most popular activity that took place in the same half hour as either social networking, ing or watching TV on demand on a computer. Scheduled TV comprised 17% of all media activity that occurred in the same half hour as social networking. By comparison, scheduled TV comprised 9% of all media activity occurring in the same half hour as on a computer. Overall, the majority of activities done in the same half hour as either ing or social networking were other activities on a computer. Figure 52: Co-occurrence of media activities with using a computer Scheduled TV- TV set TV on PVR - TV set On-demand TV - TV set Other - TV set Radio - Radio set ing - Computer Social networking - computer TV or films on-demand - computer Other - Computer Voice calls - Landline Voice calls - Mobile Text/video messaging - Mobile Other - Mobile Reading newspapers/magazines/books Listening to music / other audio - Music centre Handheld devices TV or films on-demand - computer 9% 8% 10% 43% 3% 3% 7% 8% 3% Social networking - computer 17% 20% 41% 2% 2% 5% 3% 1% ing - Computer 9% 11% 51% 10% 5% 4% 2% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Ofcom research, base = All respondent days: 16+ = and other computer activities form the bulk of activities done while using a landline phone Figure 53 illustrates three activities: texting, calling on a mobile phone, and calling from a landline. comprised one-fifth of all media activities that occurred in the same half hour as using a landline phone, while other computer activities 12 comprised nearly one third (32%). In comparison, made up just 12% of media activity that occurred in the same half hour as mobile phone calls, and other computer use made up just a fifth of such activities. Other mobile phone use and texting on a mobile comprised in total 25% of media activities that took place in the same half hour as mobile phone calls. (This suggests that some of the 11 This category is defined here as any media activity on a computer that is not displayed in the chart, i.e. all activities excluding social networking, ing or TV on demand on a computer. 12 This category is defined here as any media activity on a computer that is not displayed in the chart, i.e. all activities excluding social networking, ing or TV on demand on a computer 62

66 simultaneity that occurred with mobile phone calls, outlined in the section above, is likely to be in-device, i.e. doing two or more activities on a mobile phone at the same time.) Figure 53: Co-occurrence of media activities with either a mobile or landline phone Scheduled TV- TV set TV on PVR - TV set On-demand TV - TV set Other - TV set Radio - Radio set ing - Computer Social networking - computer TV or films on-demand - computer Other - Computer Voice calls - Landline Voice calls - Mobile Text/video messaging - Mobile Other - Mobile Reading newspapers/magazines/books Listening to music / other audio - Music centre Handheld devices Text/video messaging - Mobile 14% 6% 9% 17% 7% 17% 10% Voice calls - Mobile 13% 9% 12% 20% 10% 20% 5% Voice calls - Landline 15% 8% 20% 32% 8% 6% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Ofcom research, base = All respondent days: 16+ = 7966 Print media is predominantly done with other traditional media The media activities most likely to occur in the same half hour as listening to the radio on a radio set were other computer activities (21%), and landline phone calls and reading print media, each comprising 12% of media activities co-occurring with listening to a radio set. Together, scheduled TV and radio listening on a radio set comprised nearly half (32% and 16% respectively on the chart below) of all media activities taking place in the same half hour as reading print media. This suggests that when reading print media was undertaken at the same time as other activities, these were likely to be traditional media activities. Figure 54: Co-occurrence of media activities on a radio set and print media Scheduled TV- TV set On-demand TV - TV set Radio - Radio set Social networking - computer Other - Computer Voice calls - Mobile Other - Mobile TV on PVR - TV set Other - TV set ing - Computer TV or films on-demand - computer Voice calls - Landline Text/video messaging - Mobile Reading newspapers/magazines/books Reading print 32% 16% 5% 2% 10% 6% 4% 8% 4% 4% Radio - Radio set 6% 11% 3% 21% 12% 11% 10% 3% 12% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Ofcom research, base = All respondent days: 16+ =

67 6.6 Lifestyle activities that occur in the same half hour as media activities Radio is the medium of choice when consumers are on the move We were also able to examine the relationship between media and lifestyle activities, to assess what activities occurred in the same hour as each other. The study enabled us to look at the relationships between daily activities such as housework, childcare, preparing/eating food or travelling, and the media activities that are undertaken in the same half hour, as depicted in Figure 55 below. Listening to the radio on a radio set comprised nearly half (48%) of all media activities done in half-hours when respondents were travelling, making it by far the media activity most likely to be done by people on the move. Listening to the radio on a radio set was also the activity most likely to occur in the same half hour as housework, comprising 21% of all media activities done in the same half hour, ahead of watching scheduled TV (20%). For both childcare, and preparing and eating food, listening to the radio ranks well behind watching scheduled TV (31% of activities occurring in the same half hour as childcare and 32% of activities occurring in the same half hours as cooking and eating). Figure 55: Co-occurrence of media activities with lifestyle activities Scheduled TV- TV set TV on PVR - TV set On-demand TV - TV set Other - TV set Radio - Radio set ing - Computer Social networking - computer TV or films on-demand - computer Other - Computer Voice calls - Landline Voice calls - Mobile Text/video messaging - Mobile Other - Mobile Reading newspapers/magazines/books Listening to music / other audio - Music centre Handheld devices Housework 20% 21% 7% 11% 9% 5% 6% 4% 3% Childcare 31% 12% 5% 9% 6% 6% 7% 4% 2% Preparing food / eating 32% 16% 5% 9% 6% 5% 6% 7% 2% Travelling 3% 48% 2% 4% 2% 7% 8% 7% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Ofcom research, base = All respondent days: 7966 Radio is the most common media activity to take place in the same half hour as breakfast By looking at the proportions of media activities co-occurring with preparing and eating food at different times of the day, we can get a sense of which media activities are done with which meals. Between 5am and 11am, listening to the radio on a radio set comprised 28% of media activities done in the same half hour as making and eating food, ahead of watching scheduled TV, at 26%. 64

68 Listening to the radio is a much smaller part of the media co-occurring with meals in other times of the day 16% between 11am and 3pm, 10% between 3pm and 9pm, and only 4% after 9pm. At dinner time, defined loosely as preparing or eating food between 3pm and 9pm, watching scheduled television comprised 40% of all co-occurring media activities. This amounted to 23% of all half-hours in which food was prepared or eaten. Reading print media comprised 11% of media activities happening in the same half hours as eating or preparing food between 5am and 11am, 8% between 11am and 3pm, but only 4% between 3pm and 9pm, emphasising the likelihood of TV as a medium watched during evening meal times. Figure 56: Co-occurrence of media activities with preparing and eating food at different times Scheduled TV- TV set TV on PVR - TV set On-demand TV - TV set Other - TV set Radio - Radio set ing - Computer Social networking - computer TV or films on-demand - computer Other - Computer Voice calls - Landline Voice calls - Mobile Text/video messaging - Mobile Other - Mobile Reading newspapers/magazines/books Listening to music / other audio - Music centre Handheld devices 5-11am 26% 28% 6% 6% 5% 4% 4% 11% 1% 11am-3pm 23% 16% 7% 12% 7% 6% 8% 8% 3% 3pm-9pm 40% 10% 4% 9% 7% 5% 6% 4% 2% 9pm-5am 36% 4% 5% 13% 3% 3% 6% 2% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Ofcom research, base = All respondent days:

69 Section 7 7 Attention and importance of media 7.1 Overview Alongside analysing patterns of media consumption, the study explored the level of attention that respondents paid to each media activity, to understand what influence, if any, concurrent use has on attention. Each time a respondent reported that they had undertaken a media activity, they were asked, on a scale of 1 to 5, to rate the attention they paid to it. Respondents were asked this when undertaking a media activity on its own, or in conjunction with another media activity. The study also set out to examine the relationship between the attention paid while undertaking the activity, and the overall claimed importance each activity held for respondents. At the end of the week, respondents were asked to rate on a scale of 1 to 10 the importance of each of the media activities undertaken in the seven day period of the research. All the findings presented in this section are based on users of each activity. 7.2 Key findings Gaming on a TV set, TV/films on demand on a computer, and voice calls on a computer attracted the highest levels of attention. A comparison of attention levels by device shows that media activities on a computer tended to attract the highest mean attention scores. This was the case with each demographic group analysed. Communication activities tended to attract higher levels of attention, in particular voice calls on a computer or on a mobile and ing on a computer. Attention to video-based activities varied by activity, with scheduled television tending to attract lower levels of attention compared to TV/films on demand or downloaded on a computer. Audio activities, such as radio on a radio set and music/audio on a music system, attracted the lowest levels of attention among each demographic group. When media activities were undertaken simultaneously, the attention respondents said they paid to the activity tended to fall, compared to when it was carried out on its own. This was most marked for computer-based activities. However, traditional media, such as reading print, watching scheduled television, listening to the radio and making/receiving landline calls tended to hold people s attention even when undertaken with other media. Mobile phone calls also showed little variation in attention scores. Text communications activities were given the highest average importance scores among users, particularly text messaging and on a computer. There was some variation by age for this category s tended to place higher importance on texting compared to s. While the importance of tended to increase with age, the importance of social networking decreased. A comparison of importance and attention scores revealed that voice and text communication activities tended to show high levels of both attention and importance. This was also the case for other online or offline computer activities. Traditional media, such as watching scheduled TV or listening to the radio, were perceived to have average importance, while attention scores were lower. 66

70 7.3 Attention paid to media activities Gaming, TV/films on demand, and voice calls attract the highest levels of attention Each time a media activity was undertaken during the seven days, respondents were asked to score the attention they paid it on a scale of 1 to 5, where 5 was all of their attention. Figure 57 below presents the average attention scores 13 for each media activity measured in the survey. Each activity is colour coded to reflect the media category it belongs to. It shows that a range of activities undertaken on a computer tended to attract higher attention scores (such as ing or other internet use on a computer). Three of the top ten activities ranked on mean attention scores were games (either offline or online on a computer, and through a TV set using a games console). Two of the top ten activities involved video content (TV on demand and downloaded TV, both on a computer). A further two activities in the top ten were voice calls on a computer or on a mobile phone. The attention paid to video activities varied according to activity. Watching scheduled television attracted a lower average attention score than most activities. TV recorded via a PVR was relatively high up the attention ranking. Even more attention was commanded by TV/films on demand and downloaded TV viewed on a computer. In terms of communication activities, voice communications tended to attract a higher level of attention than text-based activities, with ing on a computer an exception, as it tended to attract higher levels of attention. Phone calls on a computer or mobile phone or landline tended to rank highly. Within text communication activities, there was some variation in attention score linked to device used. For example, ing on a computer tended to score higher on the attention scale than ing through a mobile phone. Audio activities generally gained lower average attention scores, with radio via a radio set, and music or other audio listened to via a music system, commanding the least attention of any activities measured. Of all audio activities recorded in the survey, music or other audio listened to on a hand-held device (such as an MP3 player) attracted the most attention. Reading print also tended to have a lower average attention score among the total sample, but with variation by age, as outlined below. Note: The media activities are colour coded to indicate the media categories they belong to. 13 "The average attention score is derived from a combination of the solus and simultaneous attention scores given by respondents, to calculate an overall score for an activity. Where an activity was undertaken both on its own and concurrent with another media activity during any half hour time slot, duration weighting was used to obtain the overall attention score for this half hour. 67

71 Figure 57: Attention level by activity, based on mean scores 14 Games (TV set) Downloaded TV/films/video (Computer) Phone/video calls (Computer) TV/films on demand (Computer) All other offline use (Computer) Games online (Computer) s (Computer) Games offline (Computer) All other internet use (Computer) Calls (Mobile) Video clips (Computer) Rented/purchased DVD/video (TV set) Recorded TV on PVR (TV set) Instant Messaging (Computer) Calls (Landline) Other internet use (Mobile) Social networking (Computer) Text/video messaging (Mobile) s (Mobile) Social networking (Mobile) Recorded TV on DVD/VHS (TV set) Reading (Print) Other non-internet use (Mobile) Music/audio (Handheld device) On-demand TV (TV set) Downloaded music/audio (Mobile) Downloaded music/audio (Computer) Scheduled TV (TV set) Radio (TV set) Radio (Handheld device) Radio live/on-demand (Computer) Radio (Radio set) Music/audio (Music centre) Average Attention Score Colour coding: VIDEO AUDIO PRINT MEDIA VOICE COMMS TEXT COMMS GAMES OTHER Source: Ofcom research, activities with base>50 respondent days. Activities are colour-coded to show the activity category that they belong to. By demographic Figure 58 and Figure 59 below present the average attention results by demographic group. Each sub-group is compared to the average for the UK as a whole, and any significant differences (at 99% level) are indicated in green if they are higher than the UK average and in red if lower. Only those results where the sample is greater than 50 are reported s tended to pay greater attention to most activities measured in the survey than the UK average, with the exception of games on a TV set, ing on a computer, and radio on a radio set, where there was no difference to all adults s tended to pay less attention to music activities. 14 Attention is measured for each instance of an activity undertaken during the seven-day period. Respondents were asked to rank the attention they gave the activity on a scale of 1 to 5, where 1 was none of my attention and 5 was all of my attention. 68

72 25-44s tended to pay greater attention to most activities, in comparison to the total sample. However, there was no difference for video clips on a computer, music on a hand-held device, and lower scores for some computer-based activities ( ing or instant messaging, watching TV or other internet use) as well as games on a games console, when compared to UK adults as a whole. By contrast, those aged 55+ tended to pay less attention to most activities, compared to UK adults as a whole. The key exceptions were some computer-based activities such as or other internet use, and some audio activities (listening to the radio or to a music system). Figure 58: Average attention scores by activity, by age Device Games (TV set) All s s s Downloaded TV/films/video (Computer) Phone/video calls (Computer) TV/films on demand (Computer) All other offline use (Computer) Games online (Computer) s (Computer) Games offline (Computer) All other internet use (Computer) Video clips (Computer) Calls (Mobile) Recorded TV on PVR (TV set) Rented/purchased DVD/video (TV set) Instant Messaging (Computer) Calls (Landline) Other internet use (Mobile) Social networking (Computer) Text/video messaging (Mobile) s (Mobile) Social networking (Mobile) Recorded TV on DVD/VHS (TV set) Reading (Print) Other non-internet use (Mobile) Music/audio (Handheld device) On-demand TV (TV set) Downloaded music/audio (Mobile) Downloaded music/audio (Computer) Scheduled TV (TV set) Radio (TV set) Radio (Handheld device) Radio live/on-demand (Computer) Radio (Radio set) Music/audio (Music centre) XX XX Percentage figure is significantly higher than the population average Percentage figure is significantly lower than the population average Base: Activities with base > 50 respondent days. - indicates that the sample was too small to report. Results show the mean attention scores given by respondents when asked to score each activity on a scale of 1 to 5 where 1 is none of my attention and 5 is all of my attention. 69

73 Figure 59, below, shows the mean attention scores by gender, working status and socioeconomic group. There was no significant difference for men and women for most media activities. The main exceptions were that men tended to pay less attention than women to some computer-based activities (instant messaging, social networking, and offline computer use). By contrast, men paid more attention to landline calls, recorded TV, reading, scheduled TV and radio, and women paid less attention than the UK average. Those working tended to pay more attention to most media activities than the UK average. These included computer-based activities (games online, other offline use, social networking) voice calls (landline and mobile), TV set activities (recorded TV on a PVR or DVD, rented DVDs, on-demand TV, scheduled TV) mobile activities ( ing, using it for on- and off-line activities). The areas where this group tended to pay less attention were activities on a computer (phone calls and TV / films on demand) and listening to music on a music system. Those not working tended to show the opposite trends for these activities. 70

74 Figure 59: Average attention scores by activity, gender, working status and socioeconomic group All 16+ Men Women Working Not Working ABC1 C2DE Games (TV set) Downloaded TV/films/video (Computer) TV/films on demand (Computer) All other offline use (Computer) Games online (Computer) s (Computer) Games offline (Computer) All other internet use (Computer) Video clips (Computer) Calls (Mobile) Recorded TV on PVR (TV set) Rented/purchased DVD/video (TV set) Instant Messaging (Computer) Calls (Landline) Other internet use (Mobile) Social networking (Computer) Text/video messaging (Mobile) s (Mobile) Social networking (Mobile) Recorded TV on DVD/VHS (TV set) Reading (Print) Other non-internet use (Mobile) Music/audio (Handheld device) On-demand TV (TV set) Downloaded music/audio (Computer) Scheduled TV (TV set) Radio (TV set) Radio (Handheld device) Radio (Radio set) Music/audio (Music centre) XX XX Percentage figure is significantly higher than the population average Percentage figure is significantly lower than the population average Base: Activities with base > 50 respondent days. - indicates that the sample was too small to report. Results show the mean attention scores given by respondents when asked to score each activity on a scale of 1 to 5 where 1 is none of my attention and 5 is all of my attention. 7.4 Attention paid to simultaneous versus solus activities Traditional media hold people s attention even when undertaken with other media 71

75 Figure 60 illustrates the ten media activities that attracted the highest proportion of UK adults each day, according to the diary survey. It contrasts the mean attention scores that respondents gave to each media activity when they were conducted on their own ( solus ) and when they were combined with another activity ( simultaneous ). When activities were conducted concurrently, the attention respondents paid to each activity tended to fall, although this did not hold true for more traditional forms of media and communication, such as watching scheduled TV, listening to the radio on a radio set, reading print media, and making landline phone calls. By contrast, ing on a computer and social networking on a computer showed a greater drop in attention when combined with other media activities. Figure 60: Simultaneous versus solus attention scores, by activity 5 Average Attention Score When done on its own ('solus') When done simultaneously with other media 0 Other noninternet (computer) s (computer) Other internet (computer) Mobile calls Social networking (computer) Text/video messaging (mobile phone) Landline calls Reading (print) Scheduled TV (TV set) Listening to radio (radio set) Source: Ofcom research, base = all respondent days: 7966, for top 10 daily reach activities. By demographic The results indicated some variation by age group by activity, with those aged showing the greatest difference across a range of activities compared to the UK average. This was most prevalent for solus media activities. ing on a mobile phone was the only activity where this group paid less attention than UK adults as a whole when doing it on its own. There were some activities where 25-44s showed no difference to UK adults as a whole for both solus and simultaneous activities: some computer activities ( ing and social networking), texting on a mobile phone, and music on a hand-held device. By contrast, people over 55 were more likely to say that they paid less attention to most of the media activities reported in Figure 61 below whether they were doing them on their own or together with other media activities. 72

76 Figure 61: Simultaneous versus solus attention scores, by activity - by age 15 All s 25-44s 45-54s 55+ Solus Sim Solus Sim Solus Sim Solus Sim Solus Sim Games (TV set) TV/films on demand (Computer) Games online (Computer) All other offline use (Computer) Games offline (Computer) s (Computer) All other internet use (Computer) Video clips (Computer) Instant Messaging (Computer) Rented/purchased DVD (TV set) Other internet use (Mobile) Recorded TV on PVR (TV set) Calls (Mobile) Social networking (Computer) s (Mobile) Text/video messaging (Mobile) Social networking (Mobile) Calls (Landline) Music/audio (Handheld device) Reading (Print) On-demand TV (TV set) Downloaded music/audio (C t ) Scheduled TV (TV set) Radio (TV set) Radio (Radio set) Music/audio (Music centre) Base: Activities with base > 50 respondent days. - indicates that the sample was too small to report. Results show the mean attention scores given by respondents when asked to score each activity on a scale of 1 to 5 where 1 is none of my attention and 5 is all of my attention. XX XX Percentage figure is significantly higher than the population average Percentage figure is significantly lower than the population average Figure 62 shows the attention scores by gender, working status and socio-economic group. For those working, the results indicated that there was an overall tendency to pay higher attention than the UK average to most media activities, whether they were undertaken on their own or together with another activity, whereas those who were not working were less likely to do this. Those in ABC1 group tended to pay more attention than average when undertaking a range of solus activities, whereas those in C2DE group were less likely to do this. 15 Some results suggest higher average attention scores for some activities when they were undertaken at the same time as other media activities compared to when they were undertaken on their own. However, generally these apparent differences are not statistically significant. 73

77 Figure 62: Simultaneous versus solus mean attention scores, by activity - by gender, working status and socio-economic group All 16+ Men Women Working Not Working ABC1 C2DE Solus Sim Solus Sim Solus Sim Solus Sim Solus Sim Solus Sim Solus Sim Games (TV set) Phone/video calls (Computer) All other offline use (Computer) s (Computer) Downloaded TV/films (Computer) All other internet use (Computer) Video clips (Computer) Calls (Mobile) Games online (Computer) Calls (Landline) TV/films on demand (Computer) Instant Messaging (Computer) Games offline (Computer) Recorded TV on PVR (TV set) Social networking (Computer) Other internet use (Mobile) Text/video messaging (Mobile) Reading (Print) Social networking (Mobile) Rented/purchased DVD (TV set) s (Mobile) Other non-internet use (Mobile) Scheduled TV (TV set) On-demand TV (TV set) Downloaded music/audio (Computer) Radio (TV set) Music/audio (Handheld device) Radio (Handheld device) Recorded TV on DVD/VHS (TV set) Radio (Radio set) Music/audio (Music centre) XX XX Percentage figure is significantly higher than the population average Percentage figure is significantly lower than the population average Base: Activities with base > 50 respondent days. - indicates that the sample was too small to report. Results show the mean attention scores given by respondents when asked to score each activity on a scale of 1 to 5 where 1 is none of my attention and 5 is all of my attention. 74

78 7.5 Importance of each media activity Communications activities receive the highest mean importance scores, particularly text messaging and In the attitudinal survey undertaken at the end of the survey period, respondents were asked how important each media activity was to them, using a scale of 1 to 10, where 1 is not important at all and 10 is very important. Figure 63 shows the average importance score given by respondents to the different media activities undertaken by them in the survey week. Each activity is colour coded to reflect the media category it belongs to. Text communication activities top the list, with text messaging and ing receiving the highest mean importance scores. Phone calls on a mobile phone are considered more important than calls on a landline, but both appear near the top of the list. Video and audio activities, such as watching television on a TV set or listening to the radio on a radio set, received higher importance scores than alternatives such as TV/film on demand, or recorded TV on a DVD/VHS, or radio on a TV set. Figure 63: Average importance of activities and average minutes per day, all 16+ Colour coding: VIDEO AUDIO PRINT MEDIA VOICE COMMS TEXT COMMS GAMES OTHER 75

79 Source: Ofcom attitudinal research, base: all who ever do activity in the attitudinal questionnaire and undertook the activity in the week of research. In the attitudinal survey respondents were asked how importance each media activity was to them, using a scale of 1 to 10 where 1 is not important at all and 10 is very important. Data labels indicate the average minutes per day spent on each media activity. By demographic Figure 64 presents the mean importance scores among users of each media activity. Text messaging ranked first in importance for 16-24s, whereas for other age groups on a computer tended to rank first. While the importance of , reading print and landline calls increased with age, the importance of social networking declined with age. The PVR stood out as the activity which did not show this transition by age those aged were most likely to say that it was important, and those aged 55+ least likely to do so. Phone calls on a mobile phone received higher average importance scores compared to calls on a landline for all age groups, except for 55+, for whom landline calls, on average, were more important. There was little variation in the perceived importance of scheduled television by age group, with the exception of people aged 55+, who were more likely to say it was important, compared to the UK average. 76

80 Figure 64: Importance of activities, based on mean scores, by age All s 25-44s 45-54s 55+ Text/video messaging (Mobile) s (Computer) Calls (Mobile) Reading (Print) All other internet use (Computer) All other offline use (Computer) Calls (Landline) s (Mobile) Instant Messaging (Computer) Scheduled TV (TV set) Social networking (Computer) Recorded TV on PVR (TV set) Radio (Radio set) Social networking (Mobile) Other internet use (Mobile) TV/films on demand (Computer) Music/audio (Music centre) Games (TV set) Downloaded music/audio (Computer) Games online (Computer) On-demand TV (TV set) Rented/purchased DVD/video (TV set) Video clips (Computer) Radio (TV set) Source: Ofcom attitudinal research, base = >50, all who ever do activity and have undertaken it in week of research. - indicates that the sample was too small to report. In the attitudinal survey respondents were asked how importance each media activity was to them, using a scale of 1 to 10 where 1 is not important at all and 10 is very important. XX XX Percentage figure is significantly higher than the population average Percentage figure is significantly lower than the population average Figure 65 shows the results by gender, working status and socio-economic group. 77

81 While men and women gave similar mean importance scores to ing on a computer (8.4 and 8.6 respectively), women gave higher scores to social networking on a computer, despite not undertaking this activity any more than men (7.3 and 7.7). There were several differences by working status. Those working were more likely to rank calls on a mobile as important (8.5), and less likely to think that reading print was important (8.2), whereas the pattern was the reverse for those not working. Furthermore, those not working thought that landline calls were more important (8.2) as was also the case for scheduled TV (7.8) and social networking (7.8). Those in the ABC1 group were more likely to value print media (8.5) and the radio (7.6), whereas those in the C2DE group tended to give social networking a score higher than the UK average (7.8). 78

82 Figure 65: Importance of activities, based on mean scores by gender, working status and socio-economic group Text/video messaging (Mobile) s (Computer) Calls (Mobile) All 16+ Men Women Working Not Working ABC1 C2DE Reading (Print) All other internet use (Computer) All other offline use (Computer) Calls (Landline) s (Mobile) Phone/video calls (Computer) Instant Messaging (Computer) Scheduled TV (TV set) Social networking (Computer) Recorded TV on PVR (TV set) Radio (Radio set) Social networking (Mobile) Other internet use (Mobile) TV/films on demand (Computer) Music/audio (Music centre) Games (TV set) Downloaded music/audio (Computer) Downloaded TV/films/video (Computer) Other non-internet use (Mobile) Games offline (Computer) Games online (Computer) On-demand TV (TV set) Rented/purchased DVD/video (TV set) Video clips (Computer) Recorded TV on DVD/VHS (TV set) Radio (TV set) XX XX Percentage figure is significantly higher than the population average Percentage figure is significantly lower than the population average Source: Ofcom attitudinal research, base = >50 all who ever do activity and have undertaken it in week of research. In the attitudinal survey respondents were asked how importance each media activity was to them, using a scale of 1 to 10 where 1 is not important at all and 10 is very important. 79

83 7.6 Attention to, and importance of, each media activity Figure 66 sets out the relationship between the average importance scores and the average levels of claimed attention that respondents gave to each activity during the survey week. Each activity is colour coded to reflect the media category it belongs to. Voice and text communication activities (such as ing or texting, and mobile and landline calls) tended to show high levels of both attention and importance. This was also the case for other online and offline computer activities (such as online shopping, banking or using the computer to produce documents). However, there were some activities that, while not receiving high attention, were still considered important by respondents. These were predominantly traditional media activities such as watching scheduled television through a TV set, and radio on a radio set. This relationship between lower attention yet higher importance may be explained by the main reasons people gave in the attitudinal survey for watching TV through a TV set: to relax (33%) - whereas for radio through a radio set it was for background (30%). By contrast, some audio activities undertaken on less traditional devices, particularly listening to the radio on a TV set, and watching recorded TV on DVD/VHS, were considered less important and attracted less attention. Some activities received higher than average attention but were not considered as important, such as playing games (on a TV set or a computer), or watching video content on a computer, or rented DVDs through a DVD player. The size of the bubbles in Figure 66 is proportional to the number of people undertaking each activity within the week. The results showed a correlation between the average importance of an activity and the number of people undertaking the activity in a week. Activities with a high weekly reach, such as ing, text messaging, phone calls, print media and watching scheduled TV tended to have high importance scores, while more niche activities tended to have lower importance scores. Note: Abbreviations are used for some of the activities displayed on the charts. For example, social networking is SN, on demand is OD, mobile phone is mob, computer is comp. 80

84 Figure 66: Importance and attention of activities based on mean scores, all 16+ Area of bubble proportional to weekly reach of activity, colour coded by media activity category Attention Paid (average score) High attention, low importance Rented/purchased DVD/VHS (TV) Video clips (Comp) Recorded DVD/VHS (TV) Radio (TV) Games online (Comp) TV OD (TV) Radio (Comp) TV/films OD (Comp) Games offline (Comp) Other offline (Mob) Games (TV) Other internet (Mob) Downloaded audio (Comp) Music/audio (Stereo) Phone/video calls (Comp) Downloaded TV/Films(Comp) SN (Mob) PVR (TV) IM (Comp) Calls (Landline) Radio SN (Comp) Scheduled TV Other offline (Comp) Other internet (Comp) s (Mob) High attention, high importance Calls (Mob) Reading (Print) s (Comp) Text/video messages (Mob) Low attention, low importance Perceived importance (average score) Low attention, high importance Source: Ofcom research, base = all respondent days: 7966, all activities with base>50 respondent days for attention and base>50 respondents for importance; base: all who ever do activity and have undertaken it in week of research, size of bubble proportional to weekly reach. Abbreviations are used for some of the activities displayed on the charts. For example, social networking is SN, on demand is OD, mobile phone is mob, computer is Comp. Communication activities receive high attention and importance scores among 16-24s Figure 67 shows attention and importance scores for people aged The results showed some similarities to UK adults as a whole. ing on a computer was perceived as a high-attention and high-importance activity for 16-24s, which was similar to UK adults as a whole. This was also the case for mobile phone calls, other online and offline activities on a computer s thought audio activities, such as radio on a radio set and music/audio on a music system, were of lower importance and received lower than average attention this matched the results for the total sample. However, there were some key differences for 16-24s compared to UK adults as a whole. Text messaging, social networking and instant messaging, while perceived to be important by 16-24s, tended to also receive lower levels of attention. This contrasted with the all 16+ group, who characterised these activities as both important and requiring higher than average attention. Print media and landline calls were considered less important by 16-24s than by all adults, but still received high attention. 81

85 Figure 67: 16-24s: Importance and attention of activities, based on mean scores Area of bubble proportional to weekly reach of activity Attention Paid (average score) High attention, low importance Video clips (Comp) Calls (Landline) PVR (TV) Reading (Print) Scheduled TV Games (TV) Other offline (Comp) SN (Comp) Other internet (Comp) (Comp) IM (Comp) High attention, high importance Calls (Mob) Text/video messaging (Mob) Downloaded audio (Comp) Radio Low attention, low importance Music/audio (Stereo) Perceived importance (average score) Low attention, high importance Source: Ofcom research, base = all respondent days: 1106, all activities with base>50 respondent days for attention and base>50 respondents for importance; base: all who ever do activity, and have undertaken it in week of research, size of bubble proportional to weekly reach. Abbreviations are used for some of the activities displayed on the charts. For example, social networking is SN, IM is instant messaging, TV on-demand is OD, mobile phone is mob, computer is comp. is the most important activity for older people, and commands the most attention Figure 68 shows the relationship between attention and importance for media activities among over-55s. As with the 16+ results, on a computer received high attention and importance scores, as did other online and other offline computer use. In general, there was a tendency for older respondents to rate as important activities which did not command as much attention: print media, and landline phone calls. The results for landline calls contrasted with the all 16+ responses, in which they were perceived as highimportance/high-attention activities. Other activities, that while not receiving high attention were still considered important by people aged 55+, were scheduled TV and radio on a radio set, which occupied a similar position to the UK average. Activities attracting greater attention, such as social networking and watching recorded TV through a PVR, were considered less important. 82

86 Figure 68: Over 55s: importance and attention of activities, based on mean scores Area of bubble proportional to weekly reach of activity High attention, low importance High attention, high importance Attention Paid (average score) PVR (TV) Other internet (Comp) s (Comp) Other offline (Comp) SN (Comp) Calls (Mob) Text/video messaging (Mob) Rented/purchased DVD (TV) Radio (Radio) Scheduled TV Music/audio (Stereo) Calls (Landline) Reading (Print) Low attention, low importance Perceived importance (average score) Low attention, high importance Source: Ofcom research, base = all 55+ respondent days: 2373, all activities with base>50 respondent days for attention and base>50 respondents for importance; base: all who ever do activity and have undertaken it in week of research, size of bubble proportional to weekly reach. Abbreviations are used for some of the activities displayed on the charts. For example, social networking is SN, on demand is OD, mobile phone is mob, computer is Comp. Games on a games console receive higher attention and importance scores for men Plotting the attention and importance scores for men and women showed a similar pattern of distribution by gender, with the exceptions of games on a TV set and landline calls. Men were more likely to perceive games on a TV set as a high-importance/high-attention activity, compared to women, for whom it had low importance but required high attention. Men were also more likely to give landline calls high importance and high attention, whereas women tended to perceive them to have high importance but require lower attention. While both groups scored scheduled TV and radio on a radio set as receiving lower mean attention scores, women tended to give these activities higher mean importance scores. 83

87 Figure 69: Men: importance and attention of activities, based on mean scores Attention Paid (average score) High attention, low importance TV/film OD (Comp) Downloaded video (Comp) Games online (Comp) Rented/purchased DVD (TV) Recorded DVD (TV) PVR (TV) Games (TV) Other offline (Comp) Calls (Landline) Video clips (Comp) Games offline (Comp) TV OD (TV) SN (Mob) Other internet SN (Comp) IM (Comp) (Mob) Downloaded audio (Comp) Radio (TV) Radio Scheduled TV Music/audio (Stereo) Other internet (Comp) Calls (Mob) Reading (Print) High attention, high importance s (Mob) s (Comp) Text/video messaging (Mob) Low attention, low importance Perceived importance (average score) Low attention, high importance Source: Ofcom research, base = all men respondent days: 3815, all activities with base>50 respondent days for attention and base>50 respondents for importance; base: all who ever do activity and have undertaken it in week of research, size of bubble proportional to weekly reach. Abbreviations are used for some of the activities displayed on the charts. For example, social networking is SN, on demand is OD, mobile phone is mob, computer is comp. Figure 70: Women: importance and attention of activities, based on mean scores Attention Paid (average score) High attention, low importance Recorded DVD/VHS (TV) Games (TV) Games online (Comp) TV OD (TV) Games offline (Comp) Video clips (Comp) Rented/purchased DVD/video (TV) SN (Mob) High attention, high importance Other offline (Comp) Other internet (Comp) s (Comp) PVR (TV) IM (Comp) Calls (Mob) SN (Comp) Text/video messaging (Mob) s (Mob) Calls (Landline) Reading (Print) Radio (Radio) Radio (TV) Low attention, low importance Music/audio (Stereo) Perceived importance (average score) Scheduled TV (TV) Low attention, high importance Source: Ofcom research, base = all women respondent days: 4151, all activities with base>50 respondent days for attention and base>50 respondents for importance; base: all who ever do activity and have undertaken it in week of research, size of bubble proportional to weekly reach. Abbreviations are used for some of the activities displayed on the charts. For example, social networking is SN, on demand is OD, mobile phone is mob, computer is comp. Figure 71 and Figure 72 show the results by working status. Both groups rated ing as a high-attention and high-importance activity. Both groups also perceived text messaging to be a low-attention but high-importance activity. Equally, those working and those not working tended to rate the traditional media of scheduled TV on a TV set, and radio on a radio set, as low-attention activities with average importance, whereas newer forms of consuming video and audio content tended to be both low-attention and low-importance activities, such as 84

88 radio on a TV set or TV on demand on a TV set. This was similar to the UK average, as outlined above. By contrast, calls on a landline and calls on a mobile phone were more likely to be activities receiving both high attention and high importance scores for working people, compared to those not working, for whom they remained of high importance, but received low attention. This was also the case for reading print. Figure 71: Those working: importance and attention of activities, based on mean scores Attention Paid (average score) High attention, low importance Games (TV) Rented/purchased DVD/video (TV) Games online (Comp) Video clips (Comp) Radio (TV) TV OD (TV) Games offline (Comp) SN (Comp) Recorded DVD/VHS (TV) Other offline (Mob) Music/audio (Stereo) Phone/video calls (Comp) PVR (TV) TV OD (Comp) IM (Comp) SN (Mob) Scheduled TV Radio Other offline (Comp) Calls Calls (Landline) (Mob) s (Mob) Reading (Print) High attention, high importance s (Comp) Text/video messaging (Mob) Other internet (Comp) Low attention, low importance Perceived importance (average score) Low attention, high importance Source: Ofcom research, base = all those working respondent days: 4417, all activities with base>50 respondent days for attention and base>50 respondents for importance; base: all who ever do activity and have undertaken it in week of research, size of bubble proportional to weekly reach. Abbreviations are used for some of the activities displayed on the charts. For example, social networking is SN, on demand is OD, mobile phone is mob, computer is Comp. 85

89 Figure 72: Those not working: importance and attention of activities, based on mean scores Attention Paid (average score) High attention, low importance TV/films OD (Comp) Games (TV) Games offline (Comp) Games online (Comp) PVR (TV) Video clips (Comp) Rented/purchased DVD/VHS (TV) Downloaded audio (Comp) Other offline (Comp) IM (Comp) SN (Comp) Recorded DVD/VHS (TV) Music/audio (Stereo) Radio TV OD (TV) Scheduled TV Low attention, low importance Perceived importance (average score) Other internet (Comp) Calls (Mob) Calls (Landline) High attention, high importance s (Comp) Text/video messaging (Mob) Reading (Print) Low attention, high importance Source: Ofcom research, base = all those not working respondent days: 3549, all activities with base>50 respondent days for attention and base>50 respondents for importance; base: all who ever do activity and have undertaken it in week of research, size of bubble proportional to weekly reach. Abbreviations are used for some of the activities displayed on the charts. For example, social networking is SN, on demand is OD, mobile phone is mob, computer is Comp. Figure 73 and Figure 74 show the results by socio-economic group. People in the ABC1 and C2DE groups both ranked on a computer as the activity with the highest attention and importance. Online and offline activity on a computer were also high-attention activities, with high importance scores for each group. Both groups perceived text messaging to be an activity with high importance but requiring lower attention. People in the ABC1 and C2DE groups also tended to think of scheduled television as a low-attention but above-average importance activity. Overall perceptions of radio on a radio set differed by socio-economic group, with those in the ABC1 group tending to perceive it as a low-attention but high-importance activity, whereas those in the C2DE group saw it, on average, as a low-attention and low-importance activity. Another difference between these two groups related to the perception of PVRs, received high attention for people in the ABC1 group, and low attention for those in the C2DE group. People in the ABC1 group were more likely to score landline and mobile calls as activities receiving average, or above-average, attention and above-average importance. By contrast, those in the C2DE group tended to score these activities as low-attention but highimportance activities. Furthermore, social networking on a computer was, on average, seen as an activity with lower importance and lower attention by those in the ABC1 group, whereas it tended to receive higher importance and attention among those in the C2DE group. 86

90 Figure 73: ABC1 group: importance and attention of activities, based on mean scores Attention Paid (average score) High attention, low importance Games online (Comp) TV OD Rented/Purchased DVD/video Radio (TV) Low attention, low importance Video clips (Comp) TV/film OD (Comp) Games offline (Comp) Games (TV) Recorded DVD/VHS (TV) Other non-internet (Mob) SN (Comp) SN (Mob) Downloaded audio/music (Comp) Music/audio (Stereo) Downloaded TV/film/video (Comp) PVR (TV) Other offline use (Comp) IM (Comp) Scheduled TV Radio Perceived importance (average score) Other internet (Comp) Calls (Landline) High attention, high importance IM (Mob) Calls (Mob) s (Comp) Text/video messages (Mob) Reading (Print) Low attention, high importance Source: Ofcom research, base = all those in ABC1 group respondent days: 4144, all activities with base>50 respondent days for attention and base>50 respondents for importance; base: all who ever do activity and have undertaken it in week of research, size of bubble proportional to weekly reach. Abbreviations are used for some of the activities displayed on the charts. For example, social networking is SN, on demand is OD, mobile phone is mob, computer is comp. Figure 74: C2DE group: importance and attention of activities, based on mean scores Attention Paid (average score) High attention, low importance Games offline (Comp) Rented/purchased DVD (TV) Radio (TV) Low attention, low importance Games (TV) Games online (Comp) Other offline (Comp) Video clips (Comp) SN (Mob) PVR (TV) SN (Comp) Reading Music (Stereo) (Print) Radio Scheduled TV TV OD Perceived importance (average score) Other internet (Comp) IM (Comp) High attention, high importance Calls (Landline) s (Comp) Calls (Mob) Text/video messaging (Mob) Low attention, high importance Source: Ofcom research, base = all C2DE group respondent days: 3346, all activities with base>50 respondent days for attention and base>50 respondents for importance; base: all who ever do activity and have undertaken it in week of research, size of bubble proportional to weekly reach. Abbreviations are used for some of the activities displayed on the charts. For example, social networking is SN, on demand is OD, mobile phone is mob, computer is comp. 87

91 Section 8 8 Attitudes to media and technology 8.1 Section overview This section provides results from the attitudinal questionnaire undertaken by all respondents at the end of the seven-day survey. It was designed to examine people s attitudes towards media and communications devices and activities. It also asked respondents about their attitudes towards technology in general. and the internet specifically. 8.2 Key findings Watching television is the most-missed media activity (34%), followed by the internet on a computer (23%), with using a mobile (13%) in third place. There is variation by age, with 16-24s more likely to say they would miss the internet (30%), followed by their mobile phone (29%), with television in third place (17%). Respondents were asked to choose their main reason for watching television. Relaxing is the most popular response, stated by just under one third of respondents (33%). Keeping up to date with news and sport is in second place, mentioned by just over a quarter (26%). Radio tends to be perceived as a background activity across all demographic groups, with 31% giving this as their main reason for listening. The next most-cited response is to keep up to date with news and sports (22%). The main reason given for using the internet on a computer is for contact with other people (27%), followed by finding out and learning things (25%). Overwhelmingly, the main reason for using the mobile phone is associated with contact with other people. Most respondents are positive about technology, say they try to keep up with new technology and are comfortable with the pace of change. However, people aged 55+ tend to say the pace of change is too fast for them (68%). The vast majority of respondents (80%) think that the internet makes life easier, that it is a valuable source of information and learning (94%) and helps people to stay in touch (91%). However, there is a large variation in responses to the statement that the internet is an important part of people s social life, with a higher proportion of those aged (72%), and those aged (54%) agreeing, compared to the UK average (43%). People over 55 are much less likely to agree (20%). By contrast, about two-thirds of respondents of all ages agree with the statement that the internet meant that people do not communicate enough face-to-face. However, people under 25 are less likely to agree (53%). 8.3 Medium people would miss most Television is the most-missed media activity Respondents were asked which device/activity they would miss the most if it was taken away from them. 88

92 Results showed that watching television was the most-missed activity (34%) for all thoae aged 16+, followed by the internet on a computer (23%), and using a mobile (13%) in third place. There were some differences by demographic group when compared to all 16+ results, particularly among 16-24s and over-55s. People aged were more likely to cite the internet on a computer as the medium they would miss most (30%), or the mobile phone (29%). People aged 55+ tended to name watching television (46%) more often than respondents aged 16+, and were also more likely to name reading as the medium they would miss the most. They were less likely to choose either a mobile phone (2%) or the internet (15%), compared to the national average. Figure 75: Medium people would miss the most, by age 100% 90% 80% 70% 60% 5% 7% 10% 13% 7% 2% 3% 7% 2% 4% 7% 19% 29% 6% 9% 10% 9% 7% 16% 10% 2% Don't know None of these Using a portable media player Listening to music on a music centre or stereo 50% 40% 30% 23% 30% 27% 25% 15% Playing games on a games console Watching videos or DVDs Using a landline telephone Listening to the radio Reading newspapers or magazines or books Using a mobile phone Using the internet via a computer 20% 10% 34% 17% 28% 37% 46% Watching television 0% All Base: All (1122); = 153; = 421; = 211; 55+ = 337. Source Digital Day Attitudinal questionnaire, April/May Q. Which one of these would you miss doing the most if it was taken away from you tomorrow?. Circles indicate significant differences (99%) versus the UK average. 8.4 Attitudes towards television The main reason for watching television is to relax Respondents were asked to choose their main reason for watching television. Relaxing was the most popular response, stated by just under a third of respondents (33%). This varied by age, with 25-44s more likely to say this (42%), and people 55+ less so (20%). Keeping up to date with news and sport was in second place, mentioned by just over a quarter (26%) s were less likely to mention this (13%), as were 25-44s (17%), whereas people aged 55+ were more likely (39%). 89

93 Figure 76: Main reasons for watching TV, by age 100% 90% 80% 70% 60% 3% 1% 2% 2% 5% 3% 6% 8% 7% 9% 7% 6% 6% 7% 6% 11% 5% 7% 11% 18% 6% 10% 7% 5% 7% 5% 7% 3% 5% 15% None of these A bit of company Something going on in the background 50% 40% 26% 13% 17% 31% 39% To pass the time To watch with family or friends For fun To find out or learn things 30% To keep up to date with news and/or sport To relax 20% 33% 42% 42% 34% 10% 20% 0% All Base: All (1122); = 153; = 421; = 211; 55+ = 337. Source: Digital Day attitudinal questionnaire, April/May Q. Looking at the list below what is your main reason for watching television? Tick one only. Circles indicate significant differences (99%) versus the UK average. The results showed less variation among the other demographic groups than among all 16+. The one significant difference was that men were more likely to say their main reason for watching television was for news and sports (33%), while women were less likely to say this (20%). Watching on a secondary set is most likely to take place because other people are using the main set Those who watched TV on a secondary set were asked their motivations for watching on this set. Those who watched on a computer were asked their reasons for doing so. The results are plotted in Figure 77. They are presented in a stack chart in order to save space, but it must be noted that respondents could choose more than one response to this question and so the results are not additive. The most-mentioned reason for watching on a secondary set was because other people were watching TV on the main set; this was cited by approximately a third (34%) of people aged 16+. The second most popular reason was that they could do other things while watching television (29%). Those who watched television on a computer tended to cite the ability to choose what to watch when you wanted to watch (44%), as the most popular reason for doing this. 90

94 Figure 77: Reasons for watching TV on a secondary set or on a computer 200% 180% 160% 140% 12% 9% 11% None of these The viewing experience is better 120% 22% 32% I have more choice here I can watch TV with my family or friends here 100% 80% 60% 40% 20% 0% 25% 29% 25% 34% Watch on secondary TV set 15% 4% 44% 9% 16% 5% 14% Watch on a computer I can choose what I want to watch at the time that suits me I can have more privacy I can watch TV while doing other things It is more comfortable Other people are using the main TV set and I want to watch something else Base: All who watch TV on a secondary set (626). All who watch TV on a computer (466) Source: Digital Day attitudinal questionnaire, April/May Q. Looking at the list below what are your reasons for watching television on your secondary TV set/s? Tick all that apply. Overall, across the reasons given for watching on a secondary set, there was only one response that varied by age. This was the higher likelihood that people aged 55+ said the reason for doing this was because they could do other things at the same time (47%). Among those who watched television on a computer, the one motivation that differed by age was privacy, with younger people most likely to state this (19%) compared to the sample overall (9%). 8.5 Attitudes towards radio Radio tends to be perceived as a background activity When asked their main reason for listening to the radio, respondents tended to say that this was something in the background (31%). Keeping up to date with news and sport was the second most popular reason (22%), followed by to relax (12%). There was very little variation by demographic group. The exception was related to keeping up to date with news and sport; 16-24s and women were less likely to say this (8% and 14% respectively), whereas men were more likely (30%). 91

95 Figure 78: Main reasons for listening to the radio, by age 100% 90% 80% 70% 60% 50% 40% 30% 5% 12% 7% 7% 10% 7% 5% 8% 3% 9% 12% 11% 22% 8% 4% 9% 5% 7% 9% 9% 19% 2% 4% 5% 6% 8% 10% 6% 9% 10% 4% 12% 15% 26% 29% None of these To listen with family or friends To pass the time To find out or learn things A bit of company For fun To relax To keep up to date with news and/or sport Something going on in the background 20% 10% 31% 39% 37% 30% 23% 0% All Base: All who ever listen to the radio (1057); = 144; = 397; = 201; 55+ = 315. Circles indicate significant differences (99%) versus the UK average. Circles indicate significant differences (99%) versus the UK average. Radio listeners were also asked about their motivations for listening on a radio set and on a computer. The most popular reason for listening on each device was to listen and do other things at the same time (72% gave this as a reason for listening on a radio set and 40% for listening on a computer). This was followed by the ability to choose what to listen to at a time that suited (40% and 35% respectively). 8.6 Attitudes towards the internet Contact with other people and finding out things were equally popular key reasons for using the internet When asked to choose their main reason for using the internet, just over a quarter (27%) of internet users cited contact with other people, followed by one quarter (25%) saying to find out or learn things. Work was the third most popular reason mentioned; by just under two in ten (18%). The one difference by age was that contact with other people was more popular with those aged (39%), while finding out things was less popular (10%). 92

96 Figure 79: Main reason for using the internet, by age 100% 90% 80% 70% 4% 12% 7% 18% 2% 13% 3% 3% 6% 9% 26% 15% None of these To watch TV online or listen to the radio online with family or friends Something going on in the background 60% 50% 18% 10% 20% To pass the time To keep up to date with news and/or sport 40% 25% 10% 25% 30% 33% To relax For fun 30% For work 20% 10% 27% 39% 23% 24% 26% To find out or learn things For contact with other people 0% All Base: All who ever use the internet on a computer (996); = 151; = 407; = 193; 55+ = 245. Source: Digital Day attitudinal questionnaire, April/May Q. Looking at the list below what is your main reason for using the internet? Tick all that apply. Circles indicate significant differences (99%) versus the UK average. 8.7 Attitudes towards mobile phones The overwhelming majority use a mobile phone for contact with other people When asked to pick the main reason for using a mobile phone, the results showed that the device was still very much for communication, for all users, with 90% of people giving this as their main reason. 93

97 Figure 80: Main reason for using a mobile phone 100% 90% 80% 70% 60% 50% 40% 30% 90% None of these For work To keep up to date with news and/or sport To pass the time To find out or learn things To relax For fun For contact with other people 20% 10% 0% all 16 All who use a mobile phone (1077); = 151; = 419; = 203; 55+ = 304. Circles indicate significant differences (99%) versus the UK average. Respondents were also asked to state all the reasons they used a mobile phone. As shown earlier in the report, younger people tended to use their mobile phone for a variety of activities. Over a quarter (27%) of year-old mobile phone users said they used it for fun, and just under two in ten said to relax as a reason for using this device. There was very little variation among the other demographic groups. 8.8 Attitudes towards technology Respondents were asked the extent to which they agreed or disagreed with a range of attitude statements associated with technology. The results are presented in Figure 81 below. (On the tables below green indicates results that are higher than the UK average, and red indicates results that are lower.) Most respondents showed a positive attitude towards the statement technology makes life better. This was the case for all ages. While 60% of respondents agreed that they tried to keep up with technology, about two in ten disagreed with this statement. People aged under 45 were less likely to disagree. About half of the sample thought that they would be confident to work with any new technology. There was some variation by age; people under 45 tended to agree, whereas only a quarter of older people over 55 agreed, which was lower than among the total sample s were most likely to say that their friends and family asked them for advice about technology (76% agreed) s were also more likely to agree (57%). This declined with age, with just over two in ten (21%) people aged 55+ agreeing. 94

98 People over 55 were more likely to agree with the negative technology statements, with almost half (47%) agreeing that they were not comfortable with technology, and over twothirds saying the pace of change was too fast for them. The reverse was the case for people under 45. Figure 81: Attitudes towards technology, by age All Technology generally makes life better I try to keep up with technology I am confident that I can work any new technology product that comes Friends/family often ask me for advice about technology The pace of change of technology is too fast for me I am as knowledgeable about new technology as the next person I never really feel comfortable with new technology products and Agree Disagree Agree Disagree Agree Disagree Agree Disagree Agree Disagree Base: All (1122). To what extent do you agree or disagree with the following statements? (The scale used was - agree strongly, agree slightly, neither agree or disagree, disagree slightly, disagree strongly, don t know). Green indicates results that are higher than the UK average, and red indicates results that are lower. Most respondents showed a positive attitude towards the statement technology makes life better. About half of the sample Men were more likely to agree that they would be confident to work any new technology that came along (at 61%) compared to 42% of women. People who were working tended to agree (59%) versus 41% of those not working. Men were more likely to say that friends and family asked them for advice about technology (54%) compared to a third of women (33%). Those working were less likely to disagree (30%) compared to those not working (47%). Those not working were more likely to agree they were not comfortable with new technology (39%) and that the pace of change was too fast (52%) versus 36% of those working. Figure 82: Attitudes towards technology, by gender, working status and socioeconomic group All 16+ Men Women Working Nonworking ABC1 C2DE Agree Technology generally makes life better I try to keep up with technology I am confident that I can work any new technology product that comes Friends/family often ask me for advice about technology The pace of change of technology is too fast for me I am as knowledgeable about new technology as the next person I never really feel comfortable with new technology products Disagree Agree Disagree Agree Disagree Agree Disagree Agree Disagree Agree Disagree Agree Disagree Base: All (1122). To what extent do you agree or disagree with the following statements?. (The scale used was - agree strongly, agree slightly, neither agree or disagree, disagree slightly, disagree strongly, don t know). Green indicates results that are higher than the UK average, and red indicates results that are lower. 95

99 8.9 Attitudes towards the internet The vast majority of respondents thought that the internet made life easier (80%), that it was a valuable source of information and learning (94%) and that it helped people stay in touch (91%). There was only one difference by age: people over 55+ were less likely to think the internet made life easier (70%). There was a large variation in responses in relation to the statement the internet is an important part of my social life with a higher proportion of those aged agreeing (72%), and those aged (54%), compared to the UK average (43%). People over 55 were much less likely to agree (20%). In terms of the negative statements, older people were more likely to agree that the internet was difficult to use (31%), whereas a high proportion of people under 45 disagreed with this statement (84% of 16-24s and 83% of 25-44s). Almost two-thirds of those over 55 (63%) agreed that you put your privacy at risk if you bought things online whereas people under 45 were less likely to agree (36% of 16-24s and 37% of 25-44s). By contrast, about twothirds of respondents of all ages agreed with the statement that the internet meant people did not communicate enough face-to-face. However, people under 25 were less likely to agree (53%). Figure 83: Attitudes towards the internet, by age All Agree The internet is a valuable source of information and The internet helps people keep in touch with one another The internet makes life easier The internet is an important part of my social life People who buy things online put their privacy at risk The internet means people do not communicate enough The internet is difficult to use Disagree Agree Disagree Agree Disagree Agree Disagree Agree Disagree Base: All who use the internet on a computer or mobile (1096). To what extent do you agree or disagree with the following statements? (The scale used was - agree strongly, agree slightly, neither agree or disagree, disagree slightly, disagree strongly, don t know). Green indicates results that are higher than the UK average, and red indicates results that are lower. There were fewer differences among the other demographic groups analysed. Those not working and those in the C2DE group were more likely to agree that the internet is difficult to use (25% and 25% respectively), although a majority in each case agreed with this statement. Those in the C2DE group were also more likely to agree that you put your privacy at risk by buying something online (58%). 96

100 Figure 84: Attitudes towards the internet, by gender, working status and socioeconomic group All 16+ Men Women Working Nonworking ABC1 C2DE Agree Disagree Agree The internet is a valuable source of information and The internet helps people keep in touch with one another The internet makes life easier The internet is an important part of my social life People who buy things online put their privacy at risk The internet means people do not communicate enough The internet is difficult to use Disagree Agree Disagree Agree Disagree Agree Disagree Agree Disagree Agree Disagree Base: All who use the internet on a computer or mobile. To what extent do you agree or disagree with the following statements? (The scale used was - agree strongly, agree slightly, neither agree or disagree, disagree slightly, disagree strongly, don t know). Green indicates results that are higher than the UK average, and red indicates results that are lower. 97

101 Section 9 9 Segmentation 9.1 Key findings A segmentation analysis of the UK adult responses was undertaken. This process identified six distinct groups that varied in terms of: the total amount of media and communications consumed; the amount of media undertaken on its own compared to that undertaken concurrently with other media activities; and respondents attitudes towards technology and the internet. This analysis showed that there was a spectrum of media use, ranging from those who consumed very little media and did very little multi-tasking, to those who could be characterised as consuming large volumes of media almost always simultaneously with other media activities. It also identified that those respondents who consumed the most media were the most likely to media multi-task, to say they were confident using, and knowledgeable about, technology, and saw the internet as an important part of their social life. The computer and the mobile phone were the two devices that tended to drive media multi-tasking and overall media consumption. Note: The statistical analysis used to identify the groups provides one method of presenting differences and similarities between respondents, but is limited to the data used in the model, as described below. Two groups are based on small sample sizes, and while the segmentation analysis indicates that they are two distinct groups, findings should be treated with caution. Analysis was undertaken on unweighted data. Due to the small sample size of some groups, and because the analysis is undertaken on the unweighted sample, caution should be used in extrapolating these findings to the UK adult population. 9.2 Methodology A statistical technique (a key driver and principal component analysis) was used to examine which variables drove the most variation between respondents in their claimed media and communications consumption. This analysis identified the following three aspects as driving differences between the segments: a) the total amount of media and communications consumption (volume); b) the ratio between overall solus and simultaneous media and communications consumption; and c) attitudes towards technology. Fifteen attitudinal statements in the survey related to respondents views on technology and the internet. These were analysed and three principal components were identified. These three components were used in the cluster analysis described below. The key attitudinal statements that best differentiated respondents were later identified as (1) whether 98

102 respondents agreed that friends and family would come to them for advice about technology; and (2) whether respondents thought they were knowledgeable about new technology. Initially, hierarchical cluster analysis was used to determine the optimal number of groups. Then, the statistical method of K-means analysis was used to group the respondents, with the initial number of groups set at eight 16. However, while three of the groups were distinct, they also had very small sample sizes, and each represented high volume, skilled users. These three groups were grouped into one segment, giving six groups in total. 9.3 Overview of the six groups The six groups represented a spectrum of claimed media consumption, as well as media multi-tasking. The groups ranged from those who tended to consume less media overall and were less likely to media multi-task, to those who consumed extremely high volumes of media and were much more likely to multi-task. Those who were more likely to multi-task were also more likely to express positive attitudes towards technology and claim to be both confident and knowledgeable about technology and the internet. The spectrum of media use and attitudes is depicted in the diagram below. Figure 85: Spectrum of media use and attitudes Total Media Volume Low High Low Media Multi-tasking High Low Confidence Knowledge about technology High Figure 86 below illustrates the six groups in terms of their relative size, total media consumption and the ratio of media consumed on its own ( solus ) compared to that consumed concurrently. The colours indicate the relative levels of claimed knowledge about new technology, ranging from a low proportion claiming to have knowledge about technology expressed in dark orange, to a high proportion saying this was the case, expressed in light orange. 16 This statistical method requires you to identify the number of clusters you need in this case, eight. Then it assigns the first eight respondents to each of the clusters and then assigns each new respondent to the group it is closest to. If the new respondent cannot be fitted into any group, then a new group will be started and, to maintain the number of clusters, requested the two most similar groups will be merged. As can be seen, this methodology can be biased by the starting point but, if the results are close to that of the hierarchical and a second run from another starting point, the clusters can be seen as stable. 99

103 (Note: For further details, see Figure 87 at the end of this section, which presents the canonical discriminate analysis undertaken on the cluster analysis that identified the six groups. The groups are plotted in relation to the measures that explain the most variation between the groups, which were total media consumption and the total amount of media consumed on its own.) The six groups identified were mediaphobes (29% of the sample); media neutrals (35%); media mainstreamers (21%); media efficients (9%); media jugglers (4%); and media fanatics (2%). Figure 86: Illustration of the six media groups Low High Total solus media activity Mediaphobes Media neutrals Media mainstreamers Media efficients Media jugglers Media fanatics The following section provides an overview of each group in terms of: - demographic profile; - claimed media use; Total media consumption - propensity to consume media concurrently; and - attitudes towards technology and the internet. This section of the report describes each group and compares each one to the total sample average, reporting significant differences at the 95% confidence level. 9.4 Description of each group 1. Mediaphobes group Who? 100

104 This group is best represented by a woman who works part-time. Compared to the total sample, this group is more likely to be female (61% of the group). They are more likely to be in part-time work (22%), and less likely to be in full-time work (32%), compared to the total sample. The group does not vary significantly compared to the total sample in terms of age. Key media characteristics Mediaphobes consumed the lowest amount of media each day of all the groups (approximately 4 hours 30 minutes), and this applied to each media device measured in the survey. They were more likely to spend time watching television (50%), compared to the total sample. Although the computer was the second most popular device used (20% of time), this was below the total sample average. This group tended to concentrate on one medium at a time, with only 9% of their actual media time being concurrent with other media. Most likely to use A TV set. Medium would miss most Television (33% agreed), followed by mobile phone (18%). (This group was less likely to choose the internet on a computer (17%) than to the sample average.) Attitudes towards technology Overall, mediaphobes lacked knowledge and confidence about technology. Only 37% said that they felt knowledgeable about technology. Around half of the group were wary of the risks to privacy when buying things online (50%). Just over two-fifths (44%) thought the pace of change of technology was too fast for them. In both cases, this was above the sample average. Generally, their attitudes were similar to the media-neutral group below. Group size This group made up 29% of the total sample. 2. Media-neutral group Who? A member of this group is more likely to be over 55 (36%), and retired (21%). However, 34% are in full-time work. There is an even split between men and women. Key media characteristics This group consumed the second lowest amount of total media overall (7 hours 36 minutes per day). Like mediaphobes, this group spent about half of their total media consumption watching TV (47%), which was higher than for the total sample. They also spent a lower than average proportion of total media time using a computer (21%). This group tended not to media multi-task. Twelve per cent of their actual media time consisted of using more than one medium at once. 101

105 Most likely to use A TV set. Medium would miss most Television (35%) this was higher than the sample average. The internet on a computer was in second place, with a quarter of media-neutral respondents saying this. Attitudes towards technology Overall, this group s attitudes were similar to the mediaphobes. Only 38% said that they were knowledgeable about technology, and just under half (49%) said that they were confident about using new technology; both below the sample average. Although only a small proportion said that they thought the internet was difficult to use (18%), this figure was higher than the total sample. (These attitudes were reflected in this group s media consumption, with use of computers and internet services being below average). Around two-fifths (41%) thought the pace of change of technology was too fast for them. Generally, media-neutrals tended to be neutral in their attitudes towards technology. Although aware of the benefits of technology, they were not particularly engaged or enthusiastic about it. Group size This is one of the largest segments, accounting for 35% of the total sample. 3. Media mainstreamers group Who? An individual in this group is likely to be in full-time employment (45%); higher than the sample average. There is an even distribution of men and women and no significant differences by age group compared to the total sample. Key media characteristics Their total media hours were 10 hours 54 minutes each day. The largest proportion of their media time was spent on a TV set (38%), followed by a computer (31%). Media mainstreamers tended to undertake some media-multitasking, which represented 20% of their media time. Most likely to use A TV set, closely followed by a computer. Medium would miss most Using the internet on a computer (32%) this was higher than the sample average. Watching television was in second place, with just over a quarter saying this (27%). Listening to the radio was in third place, with 11% naming a radio set this was also above the sample average. Attitudes towards technology 102

106 This group tended to be more confident about technology compared to the mediaphobes and media-neutral group. Sixty per cent (60%) felt confident that they could work any new technology, which was higher than the sample average. Over half (51%) thought that friends and family asked them for advice about technology - which was also higher than the total sample. Media mainstreamers were less likely to express concerns about privacy when transacting online, compared to the total sample (35% agreed). In comparison to the media-neutral and mediaphobe groups, they were less likely to think the internet was difficult to use, with 7% agreeing. Group size This group constituted 21% of the total sample. 4. Media-efficient group Who? Half of this group are aged (50%), which is higher than the sample average. Over half are male (57%). The group is more likely to be in work (66%), and this is more likely to be full-time work (55%). Members of the group are less likely to be retired (9%), compared to the total sample. Key media characteristics It is likely that media consumption was partially driven by the requirements of work for this group. Their overall media consumption stood at 14 hours 46 minutes per day. They tended to spend most time on a computer (36%), followed by a television (32%). This group was characterised by their propensity to media multi-task: they spent slightly more total media hours multi-tasking than focusing on one media activity on its own. Media multi-tasking represented 34% of actual time spent on media. They were much less likely than the total sample to spend time on one activity on its own (66%). Most likely to use A computer. Medium would miss most Using the internet on a computer (39%) which was higher than the sample average. (This was also the case for the media mainstreamers, media jugglers and media fanatics.) Television was in second place, with 24% saying this. Attitudes towards technology The media-efficient group tended to say they were confident using new technology (65%), which was higher than the total sample. Compared to the total sample, they were more likely to say that friends and family asked them for advice about technology (60%). The internet played an important part in their social life, with 57% saying this, which was higher than for the sample average. Overall, their views were similar to the media jugglers below. Group size 103

107 This group made up 9% of the total sample. 5. Media jugglers Who? This group was one of the smallest segments (4% of total, or 48 respondents). Therefore, findings should be treated with caution. This group is best represented by a man aged in full-time work. Almost three-quarters of this group are aged (46% are and 27% are 45-54). Two-thirds (67%) are male and over half (52%) are in full-time work, both higher than the total sample average. Key media characteristics Media jugglers had the second-highest total media volume of the six groups, which was extremely high at an average of 20 hours per day. This was due to the very high level of media multi-tasking. In actual minutes per day, just under half of their media time (48%) was spent multi-tasking, which was higher than the sample average. Media jugglers were much more likely to spend time on their computer (47%). This was followed by TV (27%). Most likely to use A computer. Medium would miss the most Using the internet on a computer (42%) which was higher than the sample average. (This was also the case for the media mainstreamers, media-efficient group and media fanatics). Fifteen per cent said they would miss TV, which was lower than the sample average. By contrast, a further 15% said listening to radio, which was above the sample average. Attitudes towards technology Most of this group (81%) said that they were confident using new technology, and two-thirds said they were knowledgeable about technology. Almost two-thirds (65%) said that friends and family were likely to ask them for advice about technology. In each instance this was higher than the sample average. Media jugglers were also more likely to say that the internet played an important part in their social life (68%). This group was less likely to think that they put their privacy at risk when transacting online (28% agreed). Overall, their attitudes were similar to the media-efficient users and media fanatics. Group size This group represented 4% of the total sample. 6. Media fanatics always on Who? 104

108 This group was the smallest segment identified (20 respondents or 2% of total). Therefore, findings should be treated with caution. This group was much more likely to be male, aged 16-24, and more likely to be either a student or unemployed. Key media characteristics Media fanatics showed extremely high levels of total media consumption of over 20 hours per day, which was driven by almost constant media multi-tasking. They spent a very large amount of time using a computer, followed by time spent using a mobile phone. They spent only a small proportion of their media time watching television. Medium would miss the most Using the internet on a computer. (This was also the case for the media mainstreamers, the media-efficient group and media jugglers.) This was followed by the mobile phone. Attitudes towards technology Media fanatics tended to say that they were confident about new technology and claimed that they were knowledgeable about it. Most agreed that friends and family asked them for advice about technology. Most thought the internet was an important part of their social life. Overall, their attitudes were similar to the media jugglers. 9.5 General conclusions The groups ranged from those who tended to consume less media overall and were less likely to multitask, to those who consumed extremely high volumes of media and were much more likely to multi-task. Those who were more likely to multi-task were also more likely to express positive attitudes towards technology and claim to be both confident and knowledgeable about technology and the internet. There appeared to be a relationship between the amount and variety of media consumed and confidence in using technology, as well as knowledge about technology. Individuals in higher media usage groups tended to be male. With the exception of media fanatics, these groups also tended to include individuals in full-time work. 9.6 Detailed analysis of each group Figure 87 shows the canonical discriminate analysis resulting from the cluster analysis which identified the six groups. Each function illustrated on the chart contains a range of variables that discriminate between the six groups. On Function 1 on the x axis, the main element that explains variation between respondents is total media consumption. On Function 2 on the y axis, the total media consumed on its own ( solus ) is the key element that explains variation between respondents. In each case, the analysis uses the total media consumed, whether that is on its own, or overall. 105

109 Figure 87: Six media groups (based on canonical discriminate analysis) The tables below provide details on each group in terms of: demographic profile; total media consumption, and the proportion that is concurrent or consumed on its own; the proportion of total media spent on each media device; attitudes towards technology and the internet; and the proportion of respondents who undertook each media activity, measured on both a daily and weekly basis. In the tables below, green indicates results significantly higher than the total sample, red indicates results that are significantly lower than the total sample. All data presented are unweighted. The data for the media jugglers and media fanatics are not presented, due to the small sample sizes. Figure 88 provides a demographic profile of each group. 106

110 Figure 88: Demographic profile of each group, by gender, age, and working status All 16+ Media phobes Media neutral Media mainstreamers Media efficient users Male 48% 39% 48% 49% 57% Female 52% 61% 52% 51% 43% % 15% 13% 13% 12% % 37% 32% 41% 50% % 20% 19% 16% 16% % 28% 36% 29% 22% Working status Full time 38% 32% 34% 45% 55% Part time 17% 22% 19% 12% 11% Retired 17% 16% 21% 17% 9% Unemployed 6% 4% 5% 7% 6% Student Other Summary Working Not working 7% 8% 6% 6% 8% 16% 18% 16% 14% 11% 56% 54% 53% 57% 66% 44% 46% 47% 43% 34% Note: Green indicates results significantly higher than the total sample, red indicates results that are significantly lower than the total sample. All data are unweighted. Figure 89 shows the actual amount of time spent with media each day. This is also presented in terms of the proportion of media activity that is undertaken on its own ( solus ) or concurrently with other activities ( simultaneous ). The total amount of media consumed is provided in the final row. Figure 89: Total media volume, media consumed on its own or with other media activities All 16+ Media phobes Media neutral Media mainstreamers Media efficient users Time awake (mins per day) Time spent with media (mins per day) Proportion of media time that is solus Proportion of media time that is simultaneous % 91% 88% 80% 66% 21% 9% 12% 20% 34% Total amount of media activity (mins per day)

111 Note: Green indicates results significantly higher than the total sample, red indicates results that are significantly lower than the total sample. All data are unweighted. The proportion of total media hours spent on each device is presented in Figure 90 below. Figure 90: Proportion of total media consumption spent on each device All 16+ Mediaphobes Media neutral Media main - streamers Media efficient users TV Set 39% 49% 47% 38% 32% Radio Set 12% 10% 12% 14% 13% Computer 30% 20% 21% 31% 36% Landline 3% 4% 3% 3% 3% Mobile 7% 6% 5% 4% 8% Print 6% 7% 7% 6% 4% Stereo 2% 2% 2% 2% 2% Handheld 2% 2% 2% 2% 2% Note: Green indicates results significantly higher than the total sample, red indicates results that are significantly lower than the total sample. All data are unweighted. Figure 91 shows the responses to a range of attitudinal questions that were asked in the attitudinal questionnaire at the end of the survey. 108

112 Figure 91: Attitudes towards technology and the internet All 16+ Media phobes Media low tech Media mainstreamers Media efficient users Technology generally makes life better 76% 75% 73% 80% 78% I try to keep up with technology 62% 60% 60% 63% 70% I am confident that I can work any new technology product that comes along 54% 48% 49% 60% 65% I am as knowledgeable about new technology as the next person 43% 37% 38% 46% 56% Friends/family often ask me for advice about technology 45% 36% 42% 51% 60% I never really feel comfortable with new technology products and services 28% 32% 31% 24% 25% The pace of change of technology is too fast for me 38% 44% 41% 35% 27% The internet makes life easier 82% 82% 80% 85% 84% The internet helps save time 85% 85% 83% 85% 86% The internet is an important part of my social life 46% 40% 42% 50% 57% The internet is a valuable source of information and learning 94% 96% 92% 95% 95% The internet helps people keep in touch with one another 92% 92% 92% 92% 91% The internet is difficult to use 13% 16% 18% 7% 6% People who buy things online put their privacy at risk 44% 50% 48% 35% 40% The internet means people do not communicate enough face-toface 64% 66% 67% 61% 59% Note: Green indicates results significantly higher than the total sample, red indicates results that are significantly lower than the total sample. All data are unweighted. In the attitudinal survey, respondents were asked which medium they would miss the most if it was taken away from them. Their responses are presented in Figure 92 below. 109

113 Figure 92: Medium would miss most if it was taken away All 16+ Media phobes Media neutral Media mainstreamers Media efficient users Watching television 30% 33% 35% 27% 24% Listening to the radio 7% 5% 6% 11% 8% Using a mobile phone 13% 18% 10% 11% 13% Using the internet via a computer 26% 17% 25% 32% 39% Reading newspapers or magazines or books 10% 12% 12% 6% 5% Watching videos or DVDs 1% 1% 0% 0% 3% Playing games on a games console 2% 2% 2% 2% 2% Listening to music on a music centre or stereo 1% 1% 2% 2% 1% Using a portable media player 2% 2% 3% 2% 0% Using a landline telephone 4% 6% 4% 4% 2% Note: Green indicates results significantly higher than the total sample, red indicates results that are significantly lower than the total sample. All data are unweighted. Figure 93 shows the proportion of respondents who undertook each activity on a daily basis according to the data gathered from the diaries. Figure 93: Proportion of each group that undertook each media activity on an average day in the survey week period All 16+ Media phobes Media neutral Media mainstreamers Media efficient users Scheduled TV- TV set 82% 74% 86% 82% 86% ing - Computer 58% 43% 55% 66% 76% Radio - Radio set 47% 33% 48% 57% 58% Reading newspapers/magazines/books 46% 40% 49% 48% 48% Voice calls - Landline 46% 43% 47% 49% 46% Text/video messaging - Mobile 44% 41% 40% 46% 54% Voice calls - Mobile 44% 43% 41% 45% 53% Other internet use - Computer 34% 22% 32% 40% 55% Social networking - Computer 28% 20% 23% 33% 39% Other offlinecomputer use 24% 15% 20% 30% 41% TV on PVR - TV set 19% 15% 16% 22% 24% Listening to music / other audio - Music centre 10% 7% 11% 11% 13% 110

114 Note: Green indicates results significantly higher than the total sample, red indicates results that are significantly lower than the total sample. All data are unweighted. Figure 94 shows the proportion of respondents who undertook each activity on a weekly basis according to the data gathered from the diaries. Figure 94: Proportion of each group that undertook each media activity on a weekly basis in the survey week period All 16+ Media phobes Media neutral Media mainstreamers Media efficient users Scheduled TV- TV set 97% 95% 99% 97% 100% Voice calls - Landline 82% 80% 81% 87% 81% Reading newspapers/magazines/books 79% 74% 81% 81% 80% ing - Computer 78% 67% 76% 86% 95% Voice calls - Mobile 76% 74% 73% 78% 81% Radio - Radio set 74% 63% 76% 82% 81% Text/video messaging - Mobile 70% 68% 66% 74% 79% Other internet use - Computer 64% 51% 61% 74% 87% Other offline computer use 56% 44% 52% 68% 76% Social networking - Computer 45% 37% 39% 53% 57% TV on PVR - TV set 40% 36% 37% 45% 44% Listening to music / other audio - Music centre 33% 27% 36% 35% 36% Listening to music / other audio - Handheld 24% 21% 20% 26% 32% DVDs/videos - TV set 22% 19% 20% 21% 31% Games on a games console - TV set 15% 11% 13% 19% 19% Instant Messaging- Computer 15% 9% 11% 19% 22% Video clips - Computer 15% 10% 13% 18% 24% s (sending or reading) 15% 12% 13% 14% 27% Games online - Computer 14% 7% 13% 22% 20% Games offline - Computer 14% 11% 12% 19% 21% On-demand TV - TV set 13% 12% 12% 17% 18% Social networking - Mobile 13% 8% 10% 16% 19% Downloaded music, audio or CDs - Computer 11% 9% 8% 13% 14% TV or films on-demand - computer 11% 8% 10% 12% 17% Recorded TV - TV set 11% 10% 11% 9% 16% Radio - TV set 11% 5% 12% 12% 15% Downloaded video, DVDs - Computer 10% 10% 7% 9% 17% Note: Green indicates results significantly higher than the total sample, red indicates results that are significantly lower than the total sample. All data are unweighted. 111

115 Section Media use among year olds 10.1 Section overview Background We were interested in understanding the current media behaviour of younger teenagers alongside the behaviour captured in the main Digital Day survey. Ofcom therefore commissioned a survey among year olds which followed a similar methodology as the main study, albeit simplified. All the year olds had internet access and completed the survey online. 17 Details of the methodology can be found in section 10.3 below and in the technical appendix. The daily questionnaire was shortened to make the task less onerous for year olds. As a consequence, compared to the adult survey, there is less detail on specific media activities and on the volume of media that 12-15s consume either on its own ( solus ) or concurrently with other media ( simultaneous ). As the method employed for the capture of how much time year olds spent on media activities was not identical to the adult survey, comparisons cannot be drawn directly between the two surveys. However, it is possible to make comparisons at a more general level; for example, by looking at the different types of devices that 12-15s use in a typical day, versus the adult sample. These are outlined at the end of this section. The same caveats regarding the diary method apply as in the main adult survey see page 9 for details. For example, activities that receive lower attention, or are undertaken passively, are less likely to be recalled by respondents. As a consequence, it is likely that this research underestimates the amount of radio listening undertaken by 12-15s relative to the industry measurement provided by RAJAR, as well as other listening, such as to music on an MP3 player. This chapter contains the findings from this supplementary survey about how yearolds consume media Key findings Media day year olds used a wide range of media across the day and different activities dominated their media consumption at different times Text communications activities, such as text or video messaging or social networking on a computer, and gaming, have afternoon and evening activity peaks. Video has a breakfast and evening peak and audio has a morning and afternoon peak. Key activities and devices Video and text communications attracted the highest proportion of year olds on a daily basis, and the TV and computer were key media devices for this age group Across the day video and text communications attracted the highest proportion of year olds with 83% using video daily and 69% using text communications daily. Video was largely 17 85% of year olds have access to the internet at home (asked of parents). Source: Ofcom research: UK Children s Media Literacy 2010 report 112

116 scheduled television viewing on a television set, which attracted a daily reach of 72%.Text communication was primarily texting, which was done by 43% of the sample, and social networking on a computer, which was done by 40% on a daily basis. Playing games on a TV console attracted a higher daily reach among boys (46%) than girls (10%). The key media devices for year olds were the TV and the computer. Seventy-five per cent of the time that year olds spent on media and communications activity was spent using a TV or a computer. The mobile phone accounted for a further 10% of media time. Media multi-tasking year olds did around two activities at once when multi-tasking This survey provided an estimate of the actual time spent on media as 5 hours and 18 minutes. 15% of this time was media multitasking. This allows 12-15s to fit in more media into the time; on average 6 hours and 9 minutes per day. Reading print media, watching television or playing games on a television console, and listening to the radio tended to be media activities done on their own, while activities on computers were more likely to be undertaken at the same time as other media activities Reading print media, watching television or playing games on a television console, and listening to the radio tended to be media activities done on their own, rather than alongside other media. 18 They were done on their own ( solus ) for over 80% of the time. A mobile phone, hand-held device or computer were more likely to be used simultaneously. Activities on computers were the most likely to be undertaken at the same time as other media activities s media multi-tasked for 39% of the time that they used a computer. Televisions and computers were most often used within the same half-hours. Of all media activities done in the same half hour as watching scheduled television, 52% were done on a computer. Mobile phones and television were also frequently used within the same half-hour as other media. Media multi-tasking on computers and mobile phones was driven in part by the ability to do a multiplicity of activities on the same device. Attention and importance Activities which were given high attention were not necessarily considered the most important by year olds Playing games on a TV games console and other devices, and reading and watching recorded TV and DVDs, attracted the highest levels of attention among year olds. These were also the activities for which year olds attention dropped the most when multi-tasking. Playing games on a television console was also seen as an important activity by its users. Other than this example, the relationship between the attention year olds paid to activities, and the importance they placed on them, was not clear-cut year olds considered text communication and portable music activities important despite giving them less attention, while print and recorded TV gained higher than average attention but were not considered so important. Scheduled TV attracted just below average importance and attention scores. 18 These media tended not to be done with other activities but could be done at the same time as other daily activities. 113

117 Attitudes to media There is strong attachment to the internet on the computer and to playing games on a TV console among those who do this activity. Overall, year olds use a variety of media to meet a range of different requirements When asked which medium they valued the most, the results mirrored the importance scores, with year olds valuing the internet on the computer in particular. This would be the most-missed media activity if taken away. Boys also had a strong attachment to games on a games console. The motivations for using media, and the way they were used, differed according to medium. TV was watched mainly for fun and to relax year olds liked to watch TV in the lounge as it was more sociable, but said that they watched TV in their own bedroom for fun and flexibility. Radio tended to be used primarily as a background activity. The internet was an integral part of most year olds lives year olds almost universally saw it as a useful source of information and it was widely used for fun and for contact with other people. In addition to the core activities of social networking and ing, it was used for finding information for school or homework or on subjects of personal interest. For some, the internet was seen to help them be more confident communicators: 40% agreed that they felt more confident when talking to people on the internet than face to face. The mobile phone was still overwhelmingly used for communication, and internet-based activities on the mobile phone remained niche, with 33% claiming to ever access it on a mobile phone. Hand-held media devices were used for fun and relaxation. Home rules year olds were most likely to have home rules with regard to TV/video/DVD viewing and computer internet activities 12-15s were asked about what rules, if any, they had at home surrounding the use of media. A large minority of year olds said that had no home rules concerning their TV, video or DVD use (45%) and 42% either did not have rules, or did not know if they had rules concerning their use of the internet on a computer at home. The main home rules surrounding year olds use of TV, video or DVD were concerned with restricting certain types of content and late-night viewing. The main rules concerning computer internet use were concerned with restricting access to specific websites Methodology Ofcom commissioned a small-scale quantitative research study of year olds media and communications activities alongside Digital Day. A demographically-representative sample of 179 teens aged were recruited to take part in the survey, which took place between April and June All teens had access to the internet. The study followed the same overall approach as the main study, with: a) a recruitment questionnaire that included information on media device ownership and use. Some year olds were recruited face to face, but most were recruited online. 114

118 b) an aide-memoire that respondents completed for all media and communications activities undertaken over a seven-day period, recorded on a half-hourly basis. Responses were captured through an online self-completion questionnaire. c) an attitudinal survey undertaken at the end of the seven days, again captured through self-completion online. Respondents were asked to record the same 45 media and communications activities as the main sample see Figure 2. The seven-day diary included in-home and out-of-home use but, unlike the main survey, did not capture personal and work use. It captured the levels of attention paid to the different media and communications activities and how this varied in terms of solus and simultaneous activity. The survey also included information on respondents daily activities, such as eating, travelling and studying. The year-olds survey differed from the main survey in that it captured overall volume levels at an end-of-day level rather than at an event level, and captured this only for a restricted number of activities. This was in order to make the survey manageable for these younger respondents. As a result, the overall volume levels and solus and simultaneous volume levels should not be compared with those from the main survey as they were collected in a more truncated fashion. The attitudinal questionnaire undertaken on the last survey day captured further information on the perceived importance of different media activities, as well as general attitudes towards the different media and the internet and any rules surrounding year olds use of media. The same caveats regarding the diary method apply as in the main survey see page 9 for details. As with the survey among people aged 16 and over, activities that receive lower consumer attention, or are undertaken passively, may be less likely to be recalled. These factors may have influenced the results and need to be considered when assessing the findings. For example, it is likely that this research underestimates radio listening volume, relative to the industry measurement provided by RAJAR. It is also likely that this study among year olds under-estimates background music listening. In addition it is known that children respond differently to research than adults. For example, they are likely to record fewer responses on multi-select questions and cannot so easily follow complexity in questionnaire design. For these reasons, we modified the questionnaire design for children. This means that any comparisons between the adult and childrens results should be made with caution. In presenting the findings, the report uses the terminology as laid out in Table 1 in the methodology section of this report. The only difference is that the attention scale was asked as a three-point scale. Importance was collected in the same way as adults: on a 1-10 scale Analysis used in this report for the 12-15s sample The dataset analysed in this report includes only participants who completed all seven days. In this report, for reach-based reporting, we have reported on categories individually or aggregated them into the same categories as in the main sample (see Figure 2). 115

119 Figure 95: Activities and categories reported on for reach for 12-15s Activity category Video Audio Voice communications Text communications Games Other Activity subcategories Television TV Television - other Other video Radio radio set Radio other device Other audio Other internet Other media Activities Television set: TV live; Television set: recorded TV on PVR; Television set: recorded TV on DVD/VHS; Television set: TV on-demand TV or films on-demand or live on a computer; TV or films on-demand on a mobile phone DVDs or videos (rented or bought); Video clips on a computer; Downloaded TV, films or video clips on a computer; Downloaded TV, films or video on a mobile phone; Downloaded TV, films or video on hand-held device. Live radio on a fixed or portable set Radio on a TV set; Radio live or on-demand on a computer, mobile phone or hand-held device Streamed music, streamed podcasts, downloaded music or other audio, music or other audio on a stereo or music centre or portable devices. Making or receiving phone calls on a landline; Making or receiving phone calls on a mobile phone; Making or receiving phone calls or video calls on a computer. ing, social networking or instant messaging on a computer or mobile phone and texting or video messaging on a mobile phone Playing games on a TV set, computer or portable device (e.g. hand-held games console or MP3 player. Internet activity on a computer or mobile phone that is not covered by the previous categories. All other media and communications activity on a hand-held device, and all other noninternet activity on a computer or mobile phone. Where the reporting is volume-based, and so based on information collected as an end-ofday measure on a truncated list, we report either on devices or on a smaller group of activities. Figure 96 sets out the categories on which volume information can be reported. Figure 96: Activities and categories reported on for volume for 12-15s Medium/category Sub-categories Activities not reported separately for volume TV Radio Computer Home Phone Mobile Phone Newspapers/Magazines /Books Music centre or stereo Watching TV (live or recorded) on TV set Watching DVDS or video on a TV set Listening to radio live on a TV Set Playing games on a TV games console Radio radio set Internet Use Other uses Landline telephone Non-internet use Internet use Reading newspapers/ magazines/ books Listening to music (e.g. CDs, mp3s) Scheduled TV, recorded TV on PVR; recorded TV on DVD/VHS or games console; TV ondemand ing, social networking or instant messaging, watching TV or films, listening to music, listening to radio, listening to music, playing games online, making phone call or video calls online, all other internet use Watching downloaded TV, films, video clips, listening to downloaded music or cds, playing games offline, all other computer use Making or receiving calls, texting or video messaging, watching downloaded TV, films or video clips, listening to music (e.g. MP3s), all other phone use s, social networking, instant messaging, watching TV or films, watching video clips, listening to radio, listening to music, all other internet use. Portable devices Other media. 116

120 10.5 Use of digital communications devices year olds demonstrate high overall use of mobile devices year-olds were asked about their overall use of a range of media devices, services and new technologies in the home and elsewhere. Figure 97 shows the proportion of the sample who claimed to use various technologies at home. This shows the high levels of use of mobile technologies, such as laptops, mobile phones, hand-held games players and MP3 players. DVDs were also widely used, with a usage level of just under 70%. (Note: the total sample had access to the internet at home.) Figure 97: year-olds use of devices, services and new technologies at home any internet on computer at home mobile phone Any Digital TV home phone Laptop Radio (car) Any hand held games player Any portable media player DVD Player Desktop PC TV Games console (to play games) Radio (home) SKY /Freesat TV Games console (to watch TV) PVR any internet on mobile phone 99% 95% 90% 87% % claiming to use at home 74% 74% 74% 72% 69% 62% 52% 51% 41% 36% 35% 33% All Base = All (179) Boys: (90), Girls (89). Source Digital Day recruitment questionnaire, April/May Q Q5-10. Please tell us which of the following that you ever personally watch or use. Note: Mobile phone and hand held device questions asked of any use not just in home use year-olds consumer behaviour across the day year-olds use a wide range of media across the day Figure 98 shows year-olds daily activities and media consumption as a proportion of total activity throughout an average day. Note: The survey covered weekday and weekend days and also some holiday periods. The study showed that most year olds were up by 08:00 although one in five was still asleep at 09:00 and the vast majority asleep by 23:00. Their day was punctuated by clear periods of mealtimes, travelling, school and free time. Overall, their media behaviour peaked between 19:00 and 21:00. Media use started to build from 15:00 onwards with text communications, watching television and playing games all occupying year olds time. Watching TV on a TV set started to dominate after 19:00 but text communications and games still attracted a high proportion of total activity time throughout the evening year olds were similar to older people in that the peak-time increase in media use was driven by scheduled TV. It appeared that text communications and gaming were attracting high levels of evening as well as daytime use. 117

121 Figure 98: Proportion of all lifestyle and media activity throughout the day Proportion of all media and lifestyle activities (%) 100% 90% Games Radio Text comms 80% 70% 60% Peak-time TV 50% 40% Working/Studying Free Time 30% 20% Lunch 10% Sleep Dinner Travelling 0% Time of day Base = all respondent days: 1253 Sleep Other non-internet media Other internet media Games Text comms Voice comms Print media Other audio Radio on other device Radio on radio set Other video TV on other device TV on TV set Free Time Shopping Working/studying Cooking and eating Travelling Washing/dressing Sleeping Activities dominate media consumption at different times Figure 99 focuses on the proportion of media and communications activity undertaken during each hour of the day. This shows that different activities dominated at different times. TV on a TV or other device was the largest activity between 20:00 and 21:00. Other video peaked a little later, between 21:00 and 22:00. There was a TV spike in the morning, with breakfast viewing, followed by a radio spike at 08:00 which included radio in the car. Text communication was a strong presence throughout the afternoon and evening and was the most frequently-done activity between 11:00 and 18:00. Gaming peaked between 19:00 and 21:00. Figure 99: Proportion of all media activities throughout the day 100% TV on TV set Proportion of all media activities (%) 90% 80% 70% 60% 50% 40% 30% 20% 10% Radio Games Text communications Voice comms (e.g. phone calls) Other audio TV Other video TV on other device Other video Radio on radio set Radio on other device Other audio Print media Voice comms Text comms 0% Games Other internet media Base = All respondent days: 1253 Time of day Other non-internet media 118

122 Video and text communications attract the most 12-15s on a daily basis Figure 100 shows the proportion of year-olds who participated in each type of media category on a daily and weekly basis. The types of activities done most often by 12-15s on a daily basis were video (83%) followed by text communications (69%). This chart also shows how audio activities across a range of devices were done by 48% on a daily basis, and gaming by 44%. Figure 100: Daily and weekly reach, by activity type Video 83% 16% Text Comms 69% 16% Audio 48% 34% Games 44% 33% Voice Comms 36% 36% Average daily reach Additional weekly reach Print 33% 31% Other non-internet 22% 36% Other internet 21% 35% Base = All respondent days: % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % of all year olds Video, text communications and gaming have afternoon and evening activity peaks Figure 100 focuses on the proportion of year olds who used each type of device hour by hour. This clearly shows the different patterns for each type, and how text communications and games have peaks, albeit lower than video use. There are peaks early in the morning for video and a little later for radio, around breakfast viewing and listening. The video peak at 20:00 is driven almost exclusively by scheduled television viewing. 119

123 Figure 101: Hourly reach across the day, by media type 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Video Text Communications Games Audio Voice Other Internet Print Other offline 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 00:00 01:00 02:00 03:00 04:00 05:00 Base = All respondent days: 1253 Evening media use is dominated by viewing of scheduled television, while text messaging and social networking are popular in the afternoon and early evening Figure 102 breaks out the hour-by-hour proportion of year olds who use the four most widespread activities: watching scheduled television on a TV set, texting or video messaging, social networking and playing games on a TV games console. Texting or video messaging and social networking achieved similar usage levels in the afternoon and early evening, but texting demonstrated clear breakfast and lunch peaks and grew a little earlier than social networking, from 15:00. Social networking tended to occur predominantly after 16:00. Scheduled television viewing was the dominant single activity in the late afternoon and evening, peaking at 20:00. Figure 102: Hourly reach across the day, top four activities 40% 35% Scheduled TV (TV Set) 30% 25% 20% Texting/Video messaging 15% 10% 5% 0% 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 00:00 01:00 02:00 03:00 04:00 05:00 Social Networking (Computer) Games on Games Console connected to TV Base = All respondent days: Based on activities with highest usage levels 120

124 10.7 Overall media and communications consumption year olds key media devices are the TV and the computer Our research found that the time spent by 12-15s using media content and communications services would take 6 hours 9 minutes in total if it were all consumed on its own, 19 although simultaneous media consumption allowed people to fit this into 5 hours 18 minutes a day as illustrated in Figure 105. The TV and the computer were the main media devices for year olds, accounting for an estimated 75% of their media and communications time. On average, a year old used a television for 169 minutes, a computer for 106 minutes and a mobile phone for 37 minutes. In this study year olds claimed to listen to a radio set for 11 minutes a day. The 19 minutes a day spent reading will have included books for school. A year-old only spent four minutes a day on average using a landline phone (see Figure 103). Note: As mentioned before, this survey may underestimate some audio use. Figure 103: Average amount of media used per day, by device 20 Minutes of media consumption per day Total media TV Set Computer Mobile Phone Print Handheld Device Radio set Stereo Landline Phone Base = All respondent days: 1253 Of the 2 hours 49 minutes spent with the TV on an average day, just under a quarter of TV time (22%) was spent playing games on a games console and 78% was spent watching live or recorded TV or DVDs year olds used the computer primarily to go on the internet, which they did for 85 minutes a day, or 80% of the time that they spent on a computer (see Figure 104). 19 This was based on the end of day volume levels that year olds provided in their daily online questionnaire. 20 This volume is gross: i.e. it includes all minutes of simultaneous media use. 121

125 Figure 104: Average amount of media used per day activity within device 21 Minutes of media consumption per day TV and radio set Computer Total media TV set (TV + DVDs) Games console - TV set Radio - Radio set and on TV PC - Internet PC - Noninternet Base = All respondent days: year-olds do around two activities at once when multi-tasking The research found the total amount of media consumed - 6 hours 9 minutes per day. We were able to estimate that this was compressed into 5 hours 18 minutes of actual time. (Note: The methodology used to capture this differed from the adult so data are not directly comparable. See technical appendix for further details.) The chart below shows that four hours 31 minutes (271 minutes) was spent using media on their own ( solus activity). The remaining 98 minutes comprised media that were being used simultaneously, which was fitted into 47 minutes of actual time. It follows that year olds multi-task for 15% of the actual time they spend with media and do around two activities on average when media multi-tasking (see Figure 105). 21 PC non-internet includes activities on a computer, such as word processing, spreadsheet software etc. Media used by device includes all media and communications activity undertaken on the device) e.g. figure for TV set includes games on a console and radio on a TV set 122

126 Figure 105: Actual time spent using media, by solus and simultaneous use 5h 18m 47m 6h 09 98m Doing more than one media activity 4h 31m 4h 31m Doing one media activity Time spent Amount done Base = All respondent days: Patterns of media and communications consumption, by device For year olds the television and the computer are the most-used devices, followed by mobile phones For UK adults, the television set was the most-used device, with 87% of year olds reporting that they used it every day. A higher proportion of year olds used a computer each day than used a mobile phone. For many, computers are part of everyday life; 71% of year olds use a computer on an average day. Only one in five year olds used their landline on an average day (19%). Over the course of the week almost all year olds used the computer (94%), and mobile phone use was over 80%. Two-thirds of year olds used a hand-held device during the week, just under 64% read a book or newspaper or magazine and 56% claimed to listen to a radio set. Only half of 12-15s used a landline during the week. 123

127 Figure 106: Daily and weekly reach of devices all 12-15s Average daily reach Additional weekly reach TV Set Computer Mobile Phone Print Handheld Device Radio set Landline Phone Stereo Base = All respondent days: 1253 Seventy-five per cent of the year olds media time makes use of a TV or a computer Among year olds, media consumption through a TV set or computer represented three-quarters of their media and communications activity in a typical day (see Figure 107). Figure 107: Proportion of all media use through each device Television Radio set Stereo Print media Computer Mobile phone Landline phone Handheld device All % 3% 2% 5% 29% 10% 1% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Amount of media consumed (minutes per day) Base = All respondent days: All 12-15:

128 10.9 Media activities: media consumption, by activity Watching scheduled TV is the most popular daily activity for year olds overall but boys are much heavier TV console game players than girls. Watching scheduled TV on a TV set was the most popular daily activity for year olds, with 72% of year olds watching on an average day. 43% of year olds sent a text or video message on a mobile phone and 40% social networked on a computer on an average day. A third of year-olds read on a daily basis, 29% sent or received s on a computer, 28% played games on a console attached to the TV and 26% made or received calls on a mobile phone (see Figure 108). There is a difference between boys and girls frequency of playing games on a TV console. Just under half the boys in the sample said that they did this in an average day (46%) compared with 10% of girls. Figure 108: Daily and weekly reach of media activities (% of total sample) Average daily reach Additional weekly reach Scheduled TV (TV set) Texting/Video messaging Social networking (computer) Reading (newspapers/mags/books) s (sending or reading - computer) Playing games on games console Listening to radio on radio set Making or receiving calls (mobile) All other internet use (computer) Listening to music/audio on a handheld All other computer use Instant Messaging (computer making or receiving calls (landline) Playing games online Listening to music/audio (stereo) Watching recorded TV on PVR Playing games (handheld device) Watching video clips (computer) Watching DVDs/videos on DVD/VHS Source: Ofcom research, base = All respondent days: 1253, activities with >10% daily reach Media multi-tasking Simultaneous and solus consumption Simultaneous media consumption is defined as any media activity that was reported by respondents as having been done at the same time as another media activity. Solus media consumption is a media activity that was reported as not having been done at the same time as another media activity year olds are more likely to media multi-task when using a computer, hand-held device, mobile or music centre The research study showed that year olds media multi-tasked for 27% of their media time year olds tended to read, watch TV and listen to the radio without consuming other media at the same time. Activities on computers are most likely to be undertaken at the 125

129 same time as other media activities s media multi-tasked for 39% of the time that they used a computer (see Figure 109). At least a third of the time that year olds spent with their hand-held devices, mobile phones or music systems was simultaneous with other media use. Figure 109: Proportion of actual time spent using media, by solus and simultaneous use Average daily minutes Proportion of use (%) 100% 80% 60% 40% 20% % 16% 18% 18% 29% 33% 35% 35% 39% 73% 84% 82% 82% 71% 67% 65% 65% 61% Used simultaneously with other media Used on its own 0% Total media Print TV Radio Landline Stereo Mobile Handheld device Computer Base = All respondent days: 1253 All TV and radio set-based activities tend to be solus, while online as well as offline computer activities are more likely to be simultaneous Drilling down further, the purpose that a TV or computer is used for makes very little difference to the degree to which they are used alongside other media. Figure 110: Proportion of actual time spent using media per category, by solus and simultaneous use Average daily minutes Proportion of use (%) 100% 80% 60% 40% 20% % 18% 17% 16% 16% 39% 37% 34% 33% 35% 73% 82% 83% 84% 84% 61% 63% 66% 67% 65% Used simultaneously with other media 0% Total media TV set (TV + DVDs) Games console - TV set Radio - on radio and TV set PC - Internet PC - Noninternet Mobile and voice Reading Stereo Handheld device Used on its own Base = All respondent days:

130 10.11 Activities that take place in the same half hour As described above, simultaneity is defined in this study as the condition of two media activities considered by respondents to have been done concurrently. Due to the methodology of the survey, we were not able to identify which specific activities were being done concurrently with one another, only what proportion of each particular activity was done simultaneously. We were, however, able to look at activities that respondents said that they had undertaken in the same half hour. While this does not necessarily mean that the two activities were done concurrently, their close proximity to one another is an indication of concurrent activity. The section below looks at the media activities that 12-15s undertook in the same half hour. There is a strong overlap between TV and computer use. Mobile phones are also frequently used alongside other media Figure 111 shows which media devices were used within the same half hour as each other. It shows that there was a strong overlap between TV and computer use. For example, of all the media activities done in the same half hours when a television set was being used, 42% were done on a computer. Of all media activities done in the same half-hours when a computer was being used, 31% were television-based year olds tended to use their mobile phones in the same half-hours as using a television, and also while on the computer. So mobile phone activities accounted for a further 27% of activities done in the same half-hours as watching TV, and 17% of activities done while using a computer. As we found with the adults, the computer and the mobile phone, the devices associated with the most media multi-tasking, were also used most often for more than one media activity in the same half hour. Thirty-seven per cent of all media activities undertaken in the same half hour as a media activity done on a computer were done on a computer. For mobile phones, this figure stood at 20%. The high incidence of activities done on the same device in the same half hour suggests that media multi-tasking on computers and mobile phones is driven in part by the ability to do a range of activities on the same device. Television, computer and mobile activities were all used alongside landline telephone, mobile telephone, music-centre listening, print reading and the use of hand-held devices. Radio, which has low listening levels, was most likely to have mobile phone use occur in the same half-hours. 127

131 Figure 111: Co-occurrence of device use TV Radio Computer Landline Mobile Stereo Print Handheld Handheld 28% 3% 27% 5% 17% 8% 6% 7% % of total within device Print Stereo Mobile Landline 20% 30% 31% 27% 6% 4% 3% 3% 24% 20% 24% 27% 9% 0% 7% 21% 18% 6% 26% 6% 0% 14% 0% 6% 16% 20% 3% 3% 6% 5% 6% 8% Computer 31% 1% 37% 4% 17% 2% 2% 6% Radio 17% 0% 12% 11% 33% 6% 11% 10% TV 9% 1% 42% 6% 27% 4% 3% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base = All respondent days: 1253 Computer activities are used the most alongside television viewing, while mobile phone activities co-occur the most with radio listening. Television and mobile activities co-occur the most with reading Figure 112 to Figure 115 look at specific activities, and which other activities co-occurred with them most frequently. As noted above, if year olds were using a television and doing another media activity at the same time, they were most likely to be using a computer. Looking specifically at scheduled television viewing, computer use made up 53% of media use occurring within the same half-hour as scheduled television viewing, when ing (6%), social networking (15%) and other computer use (32%) are aggregated. Twenty-six per cent of the media activity that happened in the same half hour as scheduled television was on mobile phones, with 5% being mobile voice calls, 11% texts and 10% other mobile phone activities. Use of hand-held devices accounted for another 5%. The pattern for radio was different, with a wider range of activities being used in the same half-hours as radio. The main activities that happened in the same half-hour were using a mobile phone and watching television. Mobile phone-based activities accounted for 35% of co-occurrences, with 16% being text or video messaging, 9% voice calls and 10% other mobile activities. 14% of co-occurrence came from computer activities, thirteen per cent came from watching scheduled television, while hand-held devices were used in 11% of cooccurrences. Turning to print media, the largest single activity done in the same half-hours as reading was watching scheduled television (23%) followed by use of hand-held devices (20%). Mobile phone-based activities also accounted for 24%, and computer-based ing and social networking accounted for a further 14%. 128

132 Figure 112: Media activities that occur in the same half hour as watching scheduled TV, listening to radio on a radio set and reading Scheduled TV- TV set Other - TV set ing - Computer Other - Computer Voice calls - Mobile Other - Mobile Listening to music / other audio - Music centre TV on PVR - TV set/on-demand Radio - Radio set Social networking - computer Voice calls - Landline Text/video messaging - Mobile Reading newspapers/magazines/books Handheld devices Scheduled TV 4% 6% 15% 32% 4% 5% 11% 10% 3% 5% Radio - Radio set 13% 3% 4% 3% 7% 9% 9% 16% 10% 5% 9% 11% Reading papers/mags/books 23% 5% 8% 5% 7% 8% 8% 7% 6% 20% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Proportion of co-occurence by main activities and media devices Source: Ofcom research, base = All respondent days: = 1253 Social networking and ing on a computer co-occur most often with other computer-based activities Figure 113 shows the activities that occur with social networking and ing on a computer in the same half hours. The most co-occurrence was other computer activities, amounting to 42% during social networking and 35% during ing. When 12-15s were social networking, 7% of their time was co-occurrent with ing. And while they were ing, 13% of this time was co-occurrent with social networking. (12-15s, as we know, social network more than they ). Watching television on scheduled TV comprised 15% of all media activity co-occurring with social networking, and 12% of that which co-occurred with ing on a computer. Mobile phone activities comprised 22% of all media activity cooccurring with social networking and 24% of that co-occurring with computer ing. 129

133 Figure 113: Media activities that occur in the same half hour as using a computer for social networking or ing Scheduled TV- TV set Other - TV set ing - Computer Other - Computer Voice calls - Mobile Other - Mobile Listening to music / other audio - Music centre TV on PVR - TV set/on demand Radio - Radio set Social networking - computer Voice calls - Landline Text/video messaging - Mobile Reading newspapers/magazines/books Handheld devices Social networking - computer 15% 6% 7% 42% 2% 3% 10% 9% 3% ing - Computer 12% 4% 13% 35% 5% 6% 5% 13% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Proportion of co-occurence by main activities and media devices Source: Ofcom research, base = All respondent days: = 1253 Texting or video messaging are likely to occur in the same half-hours as social networking and other computer activities. When phoning on a mobile phone, the bulk of activities done in the same half hour are other mobile phone activities Figure 114 illustrates the three activities of texting or calling on a mobile phone, and calling from a landline. Computer-based activities comprised 41% of media activities occurring in the same half-hours as mobile phone text messaging, suggesting that year olds were texting alongside social networking or other computer activity. Mobile phone-based activities accounted for 20% in total. TV-based activities accounted for 26%, with 21% coming from live or recorded television, suggesting that 12-15s were texting while watching television. Computer-based activities comprised a smaller proportion of media activities occurring in the same half-hour as mobile phone calls (29%). Other mobile phone activities accounted for 34% (18% of this was text messaging and 16% was other mobile activities). The pattern for co-occurrence with voice calls on a landline phone was more varied. These occurred fairly equally in the same half-hours with computer-based activities (35%) as with mobile-based activities (36%). 130

134 Figure 114: Media activities that occur in the same half hour as using a mobile or landline phone Scheduled TV- TV set Other - TV set ing - Computer Other - Computer Voice calls - Mobile Other - Mobile Listening to music / other audio - Music centre TV on PVR - TV set/on demand Radio - Radio set Social networking - computer Voice calls - Landline Text/video messaging - Mobile Reading newspapers/magazines/books Handheld devices Text/video messaging - Mobile 17% 4% 5%2% 4% 15% 22% 3% 11% 0% 9% 2% 4% Voice calls - Mobile 12% 4% 7% 7% 15% 9% 18% 16% 3% 5% Voice calls - Landline 13% 4% 8% 7% 20% 12% 6% 18% 3% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Proportion of co-occurence by main activities and media devices Source: Ofcom research, base = All respondent days: = 1253 Radio and mobile activities are the media of choice when consumers are on the move We were also able to examine which media activities occurred in the same half hour as everyday activities such as travelling, household tasks and preparing/eating food, as shown in Figure 115 below. Of the media activities carried out while travelling, just under a third were mobile phone activities (32%) and 20% radio. Eating and preparing food tended to be accompanied by television and computer-based activities in the same half-hours, both accounting for around 30%. Mobile phone activities accounted for another 23%. Of the media activities done in the same half-hours as activities around the house, TV, computer and mobile were all used widely. 131

135 Figure 115: Media activities that take place in the same half-hours as lifestyle activities Scheduled TV- TV set Other - TV set ing - Computer Other - Computer Voice calls - Mobile Other - Mobile Listening to music / other audio - Music centre TV on PVR - TV set/on-demand Radio - Radio set Social networking - computer Voice calls - Landline Text/video messaging - Mobile Reading newspapers/magazines/books Handheld devices Activities round the house 12% 7% 1% 6% 6% 22% 6% 6% 6% 16% 3% 1% 5% Preparing food / eating 21% 6% 4% 4% 7% 20% 3% 4% 11% 8% 4% 2% 5% Travelling 6% 5% 20% 2% 3% 13% 3% 7% 12% 14% 6% 3% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Proportion of co-occurence by main activities and media devices Source: Ofcom research, base = All respondent days: = Attention and importance paid to media We asked the year-olds about the level of attention they paid to each media activity. The question was simplified, compared with the adult sample; the answer was reduced to a three-point scale. Each time someone in the study reported that they had undertaken an activity they were also asked to rank the attention they gave the activity on a 3 point scale, where 1 was none of my attention 3 was some of my attention and 5 was all of my attention. At the end of the survey the year olds were also asked to rate on a scale of 1 to 10 the importance of each of the activities. This section examines the relationship between attention and importance, by media consumption activity. Gaming, reading and recorded TV attract the highest levels of attention Games attract the most focused attention of the activities captured. Three of the top ten activities ranked on attention were games (through a TV set using a games console, on a hand-held device or offline on a computer. Three of the top ten activities involve recorded or purchased video recorded TV on a TV (whether through a PVR or not) and DVDs on a TV set year olds also claimed to pay attention to reading. Voice communications tended to attract a higher level of attention than text communications while audio activities generally featured lower down the list. The attention paid to video activities varied according to activity. For example, watching scheduled television and video clips on the computer attracted lower average attention scores than TV recorded via a PVR. 132

136 . Figure 116 shows the attention level given to each activity. The activities have been colour coded according to activity category. Figure 116: Attention level by activity, based on mean scores 22 Games on a games console (TV set) Reading (Newspapers/ magazines/ books) Recorded TV (TV set) DVDs/videos (TV set) Playing games (Handheld device) Recorded TV on PVR (TV set) Playing games offline (Computer) Making or receiving calls (Mobile phone) All other internet use (Computer) Making or receiving calls (Landline phone) Playing games online (Computer) Watching TV or films on-demand or live (Computer) s (sending or reading) (Mobile phone) All other computer use (Computer) Scheduled TV (TV set) Watching video clips (e.g. You Tube) (Computer) Texting/video messaging (Mobile phone) Social networking (Mobile phone) s (sending or reading) (Computer) Watching TV, films (Handheld device) Social networking (Computer) Instant Messaging (Computer) Listening to radio (Handheld device) All other non-internet phone use (Mobile phone) Radio (radio set) Music/Audio (handheld device) Downloaded music or other audio or CDs (Computer) Music/Audio (music centre) Streamed music or podcasts (Mobile phone) Instant messaging (Mobile phone) Downloaded audio or music (Mobile phone) Streamed music or podcasts (Computer) Average Attention Score Source: Ofcom research, activities with base>50 respondent days 22 Attention was measured for each instance of an activity undertaken during the seven-day period. Respondents were asked to rank the attention they gave the activity on a 3 point scale, where 1 was none of my attention 3 was some of my attention and 5 was all of my attention. 133

137 12-15 year olds attention drops the most when multi-tasking those activities to which they generally pay most attention Figure 117 illustrates the activities that attracted over 10% of year olds on a daily basis, and contrasts the attention scores respondents gave to each when they were conducted on their own and when combined with another activity. When multi-tasking, the activities that show the most difference between solus and simultaneous activity are those with the highest solus attention levels: playing games on a TV console, reading and watching DVDs or recorded TV on a TV set. Figure 117: Simultaneous versus solus attention scores, by activity Average Attention Score Games on a games console (TV set) Reading (Print) Watching DVDs/videos (rented or bought) (TV set) Watching recorded TV on PVR (TV set) Playing games (Handheld device) All other internet use (Computer) Making or receiving calls (Mobile phone) Playing games online (Computer) Making or receiving calls (Landline phone) All other computer use (Computer) Watching video clips (Computer) Watching scheduled TV (TV set) Texting/video messaging (Mobile phone) Social networking (Computer) s (sending or reading) (Computer) Instant Messaging (Computer) Listening to music or other audio (Handheld device) Listening to music or other audio (Stereo/ Music centre) Listening to radio (Radio set) When done on its own When done simultaneously with other media = significant differences between solus and simultaneous attention scores Base = All respondent days: 1253 All activities with > 10% daily reach. Sample size > 50 Games and communications are given the highest importance Figure 118 shows the average importance score (based on a scale of 1 to 10) given by year olds to the different media activities. 23 The activities have been colour coded according to activity category. Games on a games console and text messaging on a mobile phone top the list. Most activities attract around the same levels of importance. Listening to the radio on a radio set stands out as being least important, and much less important than listening to an MP3 player or music on a media player. 23 This was asked in the attitudinal questionnaire at the end of seven days 134

138 Figure 118: Importance of activities, based on mean scores Games console (TV set) Text/video message (mobile) Instant messaging (computer) Social networking (computer) MP3 player (eg ipod) Music on a media player (handheld) Calls (landline) Music/audio (music centre) Games online (computer) Calls (mobile) Games console (handheld) Video clips (computer) Recorded - DVD/VHS/console (TV set) Smart games console (handheld) s (computer) Print media Scheduled TV (TV set) Recorded - PVR (TV set) CDs (handheld) Radio (radio set) Average Importance Score Source: Ofcom attitudinal research, activities with base >50 respondents, base: all who ever do activity and have undertaken it in week of research Playing games on a television games console is the activity which stands out as attracting high attention and having high importance attached to it Figure 119 sets out the relationship between the average importance scores and the average levels of attention respondents gave to each activity during the week. The size of the bubbles in Figure 119 is proportional to the number of year olds undertaking each activity within the week. The results are based on users of each activity. Only one activity really attracts high attention, and is rated as important as well by users, and this was games on a TV console. As noted earlier, this is an activity very popular with boys aged 12-15, and this result is driven by boys opinions year olds considered some activities, such as text communication and listening to music on an MP3 player, important, although requiring less attention on average. s, however, were less important to this group than other forms of text communication. Print and TV were undertaken by a larger proportion of the sample and were not considered as important by this age group. Print and recorded TV attracted higher average attention scores than scheduled TV which sits in the middle of the grid as might be expected, given that it encompasses a wide range of programming and viewing behaviours. Radio attracted both lower attention scores and was also considered less important, despite having relatively high reach. 135

139 Figure 119: Importance and attention of activities based on mean scores Area of bubble proportional to weekly reach of activity High attention, low importance Recorded DVD/VHS/console (TV set) High attention, high importance Print media Games console (handheld) Attention Paid (average score) Radio (radio set) Recorded - PVR (TV set) Scheduled TV (Computer) Calls (Mobile) Games console (TV set) Calls (landline) Text/video message (mobile) Games online (computer) Social networking (computer) Low attention, low importance Video clips (Computer) Music/audio (music centre) Perceived importance (average score) Instant messaging (computer) Low attention, high MP3 player (eg ipod) importance Source: Ofcom research, base = all respondent days: 1253, all activities with base>50 respondent days for attention and base>50 respondents for importance; base: all who ever do activity and have undertaken it in week of research, size of bubble proportional to weekly reach Attitudes to media and technology general attitudes year olds value the internet on the computer in particular. This would be the most missed media activity if taken away. Boys have a strong attachment to games on a games console Respondents were asked which device/activity they would miss the most if it was taken away from them 24. Results showed that using the internet on the computer was the most-missed activity (28%) for all year olds, followed by playing games on a games console (21%), watching television (19%) and using a mobile phone (15%). For boys, playing games on a games console was highest, cited by 39%, while for girls the internet on a computer came highest (31%) followed by the mobile phone (26%). Interestingly, the mobile phone was of less interest to boys (5%) than girls, with internet on the computer second (25%) and watching television more likely to be selected (18%). 24 This question was asked in the attitudinal survey that children completed at the end of the seven day diary. 136

140 Figure 120: Medium would miss the most 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2% 2% 1% 3% 3% 1% 2% 1% 6% 4% 8% 1% 1% 1% 3% 21% 6% 39% 4% 31% 28% 2% 25% 26% 15% 5% 19% 18% 19% All Boys Girls Don't know None of these Using a home telephone Using a portable media player Listening to music on a music centre or stereo Playing games on a games console Watching DVDs Reading newspapers or magazines or books Using the Internet on a computer Using a mobile phone Listening to the radio Watching television Base: All (179); Boys (90), Girls (89). Source Digital Day attitudinal questionnaire, April/May Q. which one of these would you miss doing the most if it was taken away from you tomorrow? = significant difference between boys and girls The internet is an integral part of most year olds lives, used as an information source and a communications vehicle. For a minority, the internet is seen to detract from face-to-face communication Respondents were asked whether they agreed or disagreed with a range of statements about the internet. Almost all year olds agreed that the internet is a useful source of information (96%) and that it helps keep them in touch with friends and family (84%). Almost three-quarters agreed that it is an important part of their lives (72%). Four in ten year olds also agreed that they feel more confident when talking to people on the internet than face to face (40%) and just under a quarter agreed that the internet means that they do not see friends and family as much as they would like (24%). 137

141 Figure 121: Attitudes to the internet Agree Disagree Don't know 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2% 2% 96% The internet is a useful source of information 8% 6% 8% 23% 84% The internet helps me keep in touch with friends and family 72% The internet is an important part of my social life 19% 41% 40% I feel more confident when I'm talking to people on the internet than face to face 11% 11% 64% 24% The internet means I do not see my friends and family as much as I would like to 73% 16% It's fun being silly or rude on the internet 3% 94% 3% I find the internet difficult to use Base: All (179) Attitudes to technology. Source: Digital Day attitudinal questionnaire, April/May Q11 Here are some things people have said about the internet. Which ones do you agree with? Please choose if you agree or disagree with each thing. Agree/Disagree/Don t know 138

142 10.14 Attitudes to media and technology, by medium The most popular reasons for watching TV are for fun and to relax Respondents were asked about their main motivation for watching television. 25 The most popular reason given by year olds was for fun (31%) followed by for relaxation (26%). Fourteen per cent chose to pass the time as their primary motive and a further 14% said that it was to watch with family and friends ( Figure 122). Figure 122: Main reasons for watching TV 40% 35% 30% 25% 31% 26% 20% 15% 14% 14% 10% 5% 0% 7% All % 3% 1% 1% For fun To pass the time To keep up to date with news and/or sport Something going on in the background None of these To relax To watch with family or friends To find out or learn things A bit of company Base: All (179). Source Digital Day attitudinal questionnaire, April/May Respondents were asked about their reasons for watching TV, by room. Almost everybody watched the TV set in the lounge or family room, 42% of the sample claimed ever to view it in their own bedroom and 35% claimed to view on a computer. This sample was too small to analyse further. The reasons for watching varied by room. In the lounge, the most popular reason given was the ability to watch with family and friends (52%) followed by comfort (43%). Other reasons given were: more choice (34%), watching TV while doing other things (32%) and better picture quality (31%). The main reasons given for watching in the bedroom were: more fun (50%), other people watching TV in the family room (48%), the ability to choose what to watch at a time that suits them (42%) and the ability to do other things at the same time (39%). 25 This was asked in the attitudinal questionnaire at the end of seven days. 139

143 Figure 123: Reasons for watching TV, by room 250% 200% 150% 6% 9% 13% 17% 31% 32% 48% 3% 11% 50% Others are using the TV in the family room and I want to watch something else None of these Watching this way is more fun I can watch on my own I can choose what I want to watch at the time that suits me 100% 34% 42% The picture is better 50% 43% 52% 2% 39% 12% 28% I can watch TV while doing other things (asked of TV set only I have more choice here It is more comfortable 0% Lounge or family room 4% Bedroom I can watch TV with my family or friends here Base: All who watch TV in each location (178, 75,) Source: Digital Day attitudinal questionnaire, April/May Q. And which of the following are reasons why you watch TV...? Tick all that apply. Radio tends to be used as a background activity The main reason given for listening to the radio was something going on in the background (27% followed by for fun (20%). To relax and to pass the time were the next mostmentioned reasons (13% each). 140

144 Figure 124: Main reason for listening to the radio 30% 25% Something going on in the background To pass the time To keep up to date with news and/or sport None of these To listen with family or friends 27% For fun To relax A bit of company To find out or learn things 20% 20% 15% 13% 13% 10% 11% 8% 5% 0% All Base: All who ever listen to the radio (122). Source: Digital Day attitudinal questionnaire, April/May The most popular motivations for using the internet on a computer are for fun and for contact with other people. After that, the main motivations are information-related. When we asked respondents what their main reason was for using the internet, the most important was for fun (29%) followed by for contacting other people (23%). Seventeen per cent said the main reason was for school and homework and 14% said it was for finding out or learning things. 5% 2% 1% 141

145 Figure 125: Main reason for using the internet on a computer For fun For school or homework To pass the time To keep up to date with news and/or sport None of these For contact with other people To find out or learn things To relax Something going on in the background 30% 29% 25% 23% 20% 15% 17% 14% 10% 5% 0% 7% All % 3% 2% 1% Base: All who ever use the internet on a computer (178). Source: Digital Day attitudinal questionnaire, April/May Q. Looking at the list below what is your main reason for using the internet? Tick all that apply. The internet on the computer is widely used by year olds for searching for information for school or homework or on subjects of interest to them Respondents were asked how often they did a number of internet-based computer activities. These were in addition to the activities explored in the diaries. Looking for information for school or homework was the most commonly-mentioned activity on a weekly basis (76%) followed by looking for information about things I am interested in (67%). Watching music videos was mentioned the next most often on a weekly basis (39%). Looking at news websites was mentioned by a third on a weekly basis. Uploading photos and shopping were done more irregularly, although 45% of year olds claim to upload photos once a month or more and 33% shop on the internet once a month or more. Visiting sites such as Habbo, Gaia or Second Site, or setting up own blogs are more niche activities with a third or less of year olds having ever done these activities. 142

146 Figure 126: Frequency of internet-based computer activities % 90% 80% 70% 60% 50% 1% 1% 4% 19% 47% 2% 3% 8% 21% 6% 4% 3% 2% 3% 4% 11% 32% 32% 17% 41% 65% 69% 28% 17% 20% Don't know Never Less than once a month At least once a month 40% 45% 15% 21% At least once a week 30% 20% 10% 0% 29% Looking for information for school or homework 22% Looking for information about things I'm interested in 27% 23% 12% 10% Watching music videos Looking at news or sports websites 26% 14% 5% 7% 7% Uploading photos or videos Base: All who ever use the internet on a computer (178). Source: Digital Day attitudinal questionnaire, April/May Q: How often do you do any of these things on the internet, using a computer? 11% 8% 7% 7% 5% 9% Going to Setting up or websites like updating my Habbo, Gaia own website or Second or blog Life 19% 12% 2% Shopping Every day/most days The mobile phone is still overwhelmingly a communication device for year olds and hand-held media devices are used for fun and relaxation Eighty-four per cent of year olds said the main reason for using the mobile phone 27 was for contact with other people. All other main reasons were mentioned by 5% or less of the sample. Hand-held devices include portable DVD players and MP3 players. The two most popular devices among year olds were a games console and an MP3 player. These devices are enjoyed for their function as much as their portability year olds use hand-held games players mainly for fun (79%) and MP3 players for fun (47%) and to relax (32%) s were asked about the internet activities that were not covered in the seven day diary. 27 Approximately one third of the sample said that they had access the internet on their mobile phone. 143

147 Figure 127: Reasons for using hand-held devices 100% 90% 80% 70% 60% 3% 8% 10% 7% 17% None of these To keep up to date with news or sport To pass the time 50% 46% To find out or learn things 40% 79% To relax 30% 20% 10% 29% For fun 0% Games console that only plays games MP3 Player that ONLY plays music/audio Base: All who use each type of device; portable; Games console - only games (112); MP3 player: only music/audio (105)) Source: Digital Day attitudinal questionnaire Attitudes to media and technology household rules Users of each medium were asked whether there were parental rules in their household relating to their use of that medium. Home TV/video/DVD viewing, and computer internet activities, are the most likely to have parental rules attached to them The media which had the highest proportion of year old users saying there were parental rules in their home were: using the internet on a computer at home (58%) and watching TV, videos or DVDs (55%). Few radio listeners had any rules at home regarding radio listening (4%). 30% of mobile phone users claimed to have rules and less than one quarter of games users had rules 28. Looked at the other way, just under half of the 12-15s sample had no rules governing their TV, video or DVD use (45%) and around a third had no rules governing their home computer internet use (36%). Around two-thirds of users had no rules governing the use of their mobile phones (66%). Games console users had the fewest restrictions, after radio users, with over three-quarters claiming to have no parental rules governing this activity (76%). 28 For a comprehensive overview of parental rules for 12 to 15 year olds, see Ofcom s UK Children s Media Literacy Report, published in April

148 Figure 128: Rules concerning media use 100% 2% 4% 6% 1% 90% 80% 70% 45% 36% Don't know No Yes 60% 66% 76% 50% 94% 40% 30% 20% 10% 0% 55% Base: All who use each device (179, 93, 168, 178, 122) Source: Digital Day attitudinal questionnaire, April/May 2010). Q In your home, are there any rules for you about... The restrictions on certain types of content and late-night viewing are the most common rules concerning year-olds TV, video and DVD use For those year olds who did have rules concerning their use of TV, video or DVDs, the most common rules were around the restriction of certain types of content and time of day of viewing. Just under two-thirds of year olds agreed that they were not allowed to watch certain videos or DVDs (64%), and just over half agreed that they were not allowed to watch TV late at night (54%). Just under half agreed that their parents/carers regularly checked what they were watching (48%) and around the same proportion agreed that they were not allowed to watch specific TV channels and programmes (47%). Around one in four agreed that they were not allowed to watch too much TV (43%). Figure 129: Rules concerning TV/DVD use 80% 70% 60% 50% 40% 4% What you watch on When listening to the TV, Videos or DVDs radio 30% When using mobile phone 58% When using internet on a computer at home 24% When using your games console 30% 20% 64% 54% 48% 47% 43% 10% 0% 6% I am not allowed to watch certain videos or DVDs I am not allowed to watch TV late at night My parents/carers regularly check what I'm watching I am not allowed to watch some specific TV channels or programmes I am not allowed to watch too much TV Other rules not listed here Base: All who have rules surrounding TV/DVD/Video use (99) Digital Day attitudinal questionnaire, April/May 2010). Q: Looking at the list, what are the rules about what you watch on TV, videos and DVDs? 145

149 Restricting access to certain websites is the main rule around computer internet use Almost three-quarters of year olds who have rules around their use of the internet on the computer at home are not allowed to go to specific websites (77%). Just under two-thirds agree that their parents or carers regularly check what they are doing on the internet (65%). Around the same proportion say they can only chat to friends and family that they already know (63%) and they are not allowed to buy anything on the internet (63%). For just over half there is a rule that they cannot go on the internet late at night (52%) and just under half say that they are not allowed on the internet too long (49%). A small proportion said that they are only allowed to go on the internet if there is an adult in the room with them (12%). Figure 130: Rules concerning use of internet on the computer 80% 70% 60% 50% 40% 77% 30% 20% 65% 63% 63% 52% 49% 10% 0% Not allowed to go to specific websites My parents/carers regularly check what I'm doing on internet Not allowed to buy things on the internet I can only chat to friends and family that I already know Not allowed to go on the internet late at night Not allowed to go on the internet for too long 12% 10% I can only go on Other rules not the internet listed here when there is an adult in the room with me Base: All with rules surrounding use of internet on computer (106) Source: (Digital Day attitudinal questionnaire, 2010). Q: Looking at the list below, what are the rules for you about using the internet on a computer? Note: Broad indications of how the results for year olds compare with results from the adult survey The following section considers the results from the 12-15s sample and the adult sample. It is difficult to make direct comparisons between adults and children in research as they can respond very differently to research even where the methods and questionnaires used are very similar, as in this Digital Day research. In addition, the volume based measures for media and communications activities were derived using different methods and should not be compared. Overall, we recommend that the adults data and the children s data each be viewed in isolation. At a very broad level we can make the following observations: 146

150 The TV set was the device used the most on an average day by both year olds and adults and watching scheduled TV was the activity undertaken by the highest proportion of 12-15s and adults. The results suggested that the computer was used by a higher proportion of year olds than adults on an average day but it should be noted that all 12-15s had access to the internet. Text communication activities were undertaken by similar proportions of adults and year olds. The nature of the type of text communication varied however. Around the same proportion of year olds sent or received text messages on an average day compared with adults, but ing was higher amongst adults and social networking on a computer was higher amongst year olds. The results suggest that year olds used voice communication less than adults. In particular, landline phones were used by fewer year olds than adults in an average day. Note: Some of these differences in communication activities may be due to the fact that many adults use media and communication services for work purposes. A higher proportion of 12-15s said that they used games and hand-held devices (e.g. a MP3 player) on an average day compared to adults 29. The results showed that year olds, like adults, were more likely to watch television on its own and not in conjunction with other media activities. Computer activities attracted the most simultaneous media use among 12-15s, which was also the case for adults. For 12-15s, the activity they would miss the most if taken away was the internet on the computer. Among adults, watching television was the most-missed media activity followed by the internet on a computer. 29 The research also showed that 12-15s were less likely to say that they listened to the radio, in comparison to adults. However, we believe that some of this difference may be due to the methodology, see caveats in the Background section. 147

151 Section Other Research There are a number of surveys which have been published in recent years which examine cross-media and, in particular, simultaneous media use. The surveys reveal a wide range of methodologies employed to assess this complex area. Below is a brief guide to surveys on this topic and where to find them. Ofcom Media Tracker Link Commissioned by Coverage: UK, US or International Agency Methodology Sample Fieldwork dates Frequency Scope Ofcom UK BDRC Continental Face to face, pen and paper interviewing 2,114 adults (15+), UK representative 2 waves typically in April and October Annual To track and monitor public attitudes and opinions on a range of media activities, predominantly relating to broadcast television and broadcast radio. Topics covered include (but not limited to):- television, radio, news, attitudes to advertising, harm and offence, protection of children. Ofcom Media Literacy Audit - Adults and Children Link

152 Commissioned by Ofcom UK, US or International UK Agency Saville Rossiter-Base Methodology Face to face, pen and paper interviewing Sample c adults aged 16+, c.2000 children aged 5-15 and their parent/carer Fieldwork dates Spring and Autumn 2009 Frequency Yearly reports Scope The Media Literacy Tracker surveys give an accessible overview of media literacy among UK adults aged 16+, and UK children and young people aged 5-15 and their parents/carers. The surveys cover a range of topics, including levels of access to particular media devices and opinions and behaviours across various media. Touchpoints Link Commissioned by UK, US or International Agency UK Ipsos Media CT (Hub Survey) RSMB (Integration) Methodology Self-completion e-diary using a pda (personal digital assistant) and a supplementary self-completion paper questionnaire covering attitudes to product ownership, shopping and media behaviour Sample Fieldwork dates TouchPoints3 survey was conducted between September 2009 and February Frequency There have been three surveys to date, roughly one every two years. Survey dates were: Sep April 2010, Sep February 2008, April 2005 November Scope To provide a single source survey and multi-channel planning system. The Hub Survey provides a week in the life of consumer behaviour. Respondents record their activities for every waking half hour over a seven day period. The TouchPoints Channel Planner is the only industry available, multimedia channel planner. It has been created by integrating the industry media currencies onto the Hub Survey. In addition, users can integrate their own databases or proprietary tools to build a more complete picture of their company, clients and brands. 149

153 EIAA Mediascope Link Commissioned by UK, US or International Agency Methodology Sample Fieldwork dates Frequency Scope EIAA: The European Interactive Advertising Association ( a pan-european trade organisation for sellers of interactive media and technology providers. International Lead agency is SPA. CATI (Computer Assisted Telephone Interviewing), online panel and omnibus. Minimum of 1000 interviews per market Nov-09 Annual. First conducted in data published in March countries across Europe. To measure and track changes in media consumption patterns by various demographic segments and nationalities. This work will show when, why and how often people are using different media in particular use of the internet for content, communication and commerce. ACB Media Lab Link Commissioned by ACB with Consortium members UK, US or International UK Agency Actual Consumer Behaviour Methodology Longitudinal video ethnography. ACB observes viewing over 4 weeks and then conducts follow up interviews with participants. Interviews are also filmed. Most of the individuals have been studied every year for more than four years Sample A minimum of 9 households with 32 family members in 2010 Fieldwork dates Oct 2010 Jan 2011 Frequency Annual. Research conducted in 2007, 2008, 2009 and 2010 Scope The Media Lab delivers a longitudinal perspective of the impact of technology on audience behaviour. The focus of the research is on convergence of media. 150

154 American Time Use Survey Link to 2009 release Commissioned by US Bureau of Labour Statistics UK, US or International US Agency US Census Bureau Methodology Continuous CATI. (Computer Assisted Telephone Interviewing). Day after recall. Sample ca 13,100 adults 15+ interviewed in 2009 Fieldwork dates Continuous Frequency Continuous - estimates released annually Scope The average amount of time per day in 2009 that individuals worked, did household activities, and engaged in leisure and sports activities both as a primary (or main) activity and while doing other things. Media consumption captured within leisure and work categories. Location also collected. Nielsen - Three-screen report Link Commissioned by UK, US or International Agency Methodology Nielsen US Nielsen Various. The concurrence between television and internet usage is collected via electronic meter measurement through Nielsen s TV/Internet Convergence Panel. The panel is primarily comprised of Forced Turnover Households (FTO) from Nielsen s National TV panel and is therefore not a probability sample or projectable to the total U.S. population. 151

155 Sample Fieldwork dates Frequency Scope 1000 homes and approximately 2800 people (ages 2+). Desktops and laptops owned by the household are measured. PCs owned by an employer are NOT included. Published periodically Continuous The Three screen report draws together findings from a number of Nielsen sources and tracks consumption across TV, Internet and mobile phones. The report contains some measurement of the concurrence between TV and internet use. Simultaneous users are defined as those that simultaneously used the TV and the Internet for at least one minute during the month. Generation M2: Media in the Lives of 8- to 18-Year-Olds. The Kaiser family Foundation Link Commissioned by The Kaiser Family Foundation UK, US or International US Agency The study was designed and analysed by the Kaiser Family Foundation, in collaboration with researchers from Stanford University. Data collection, sampling and weighting were conducted by Harris Interactive. Methodology CATI, online panels and Omnibus Sample year olds completed a self-administered written questionnaire in the classroom. A self-selected subsample of 702 respondents completed seven-day media use diaries, which were used to calculate multitasking proportions. Fieldwork dates October 2008 to May 2009 Frequency Previous waves conducted in 1999 and 2004 Scope Large-scale, nationally representative survey about young people s media use. It covered TV, computers, video games, print, mobile phones and cinema. Calls and texts on phones were not counted as media but recorded. Video and audio on phones were counted as media. Can provide trend data on media use by comparing with previous waves. 152

156 Nielsen How teens use media Link Commissioned by UK, US or International Agency Methodology Sample Fieldwork dates Frequency Scope Nielsen US Nielsen Summary of Nielsen panel data in the main various continuous continuous TV, online, mobile, print, cinema, advertising Video Consumer Mapping Study Link Commissioned by Committee for Research Excellence (35+ Nielsen clients) UK, US or US International Agency Nielsen - with Ball state University and Sequent Partners. Managed by the CRE (Nielsen clients working group) Methodology Observational: using computer assisted observation developed by Ball State University. The data were entered by trained observers largely through a touch-screen device and also using the capabilities of a keyboard for any additional information. The observers noted the beginning and end of any media exposure event and any change in life activities, as well as any change in location, with the data then logged to file every 10 seconds. Sample 952 observed days. This included 376 individuals in the Core sample from Atlanta, Chicago, Dallas, Philadelphia and Seattle. Observing those people twice yielded 752 observed days. In addition, for the Media Acceleration portion of this research, 100 people were observed twice and yielded 200 observed days in the Indianapolis DMA (Designated Market Area). Fieldwork dates Spring and Autumn

157 Frequency Scope One-off Measurement through observation of each consumer for two full waking days, to simultaneously measure their media exposure, their life activities and the locations, where they spent their day. Media covered included: Media across four screens: TV, computer, mobile and environmental (e.g. cinema), print and audio within the context of life activities. A Day in the Life: An Ethnographic Study of Media Consumption: Analysis of the Middletown Media Study II Link Commissioned by Online Publishers Association (OPA), UK, US or International US Agency Ball State University Centre for Media Design. Methodology Observational: recorded every 15 seconds. Sample 350 Adults in Muncie and Indianapolis (demographically reflects USA) Fieldwork dates Spring 2005 Frequency One-off Scope Fifteen media were tracked, 17 life activities were tracked e.g. eating, child care, exercise, hobbies etc) and observations were made at home, work in the car and other locations. 154