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Cultures of the Internet 2014

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Published on January 21, 2014

Author: WHDutton

Source: slideshare.net

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Presentation on the cultures of the Internet described in the 2013 Report of the Oxford Internet Survey (OxIS), focused on five clusters of users in Britain.
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Cultures of the Internet The Internet in Britain 2013 Bill Dutton Professor of Internet Studies Oxford Internet Institute University of Oxford and Balliol College Part 1 of an OII Brown Bag Seminar at the OII, 22 January 2014.

Oxford Internet Surveys • • • • • • • 2003, 2005, 2007, 2009, 2011, 2013 Cross-sectional Surveys versus Panels Multi-Stage Probability Sample England, Scotland & Wales Respondents: 14 years and older Face-to-face Interviews, High Response Rates Sponsorship for 2013 from the Nominet Trust, Ofcom, UK Research Councils, dot.rural • Component of World Internet Project (WIP)

Highlights of OxIS 2013 Report Digital Divides • 78 percent online • Progress for lower income, less educated, retired and disabled groups Key Trends • Rise of Next Generation Users • Social Networking Hitting a Plateau Five Cultures • Distinctive but not Simple Profiles • Strong Links to Attitudes, Uses & Impacts

Evolving Conceptionsof Cultures Hackers Homesteaders Hobbyists Cyber-culture, Digital Culture Digital Natives

An Empirical Approach to Cultures • 14 items from OxIS focused on attitudes and beliefs about the Internet • Yielding four factors: – Enjoyable escape (helps pass time, enjoyable escape, don’t feel lonely, enjoy being online) – Instrumental efficiency (efficient, easier, saves time) – Problem-generator (personal information, frustrating, immoral material, takes too much time) – Social facilitator (find info about me, keep in touch, easier to meet people) • Group together in five clusters that were a good fit and interpretable (Media Lives Project at Ofcom)

Five Cultures E-Mersives Techno-pragmatists Cyber-savvy Cyber-moderates Adigitals

Emersives (12%) Attitudes? • Comfortable • Escape • Place to Meet • Get things done • Under control Who? • Young • Urban • Positive about technology Use? • Entertainment • Content production • Next generation users

Techno-Pragmatists (17%) Attitudes? Who? • Time saver • Make life easier • Not an escape or place to pass time • Under control • Middle-aged • Employed • Manager or professional • Well to do Use? • News • Travel • Health • Settle arguments

Cyber-Savvy (19%) – ‘Streetwise’ Attitudes? Who? • Enjoy being online • Pass time • Get things done, BUT • Risks: time, privacy • Younger • Blue collar • Deep rural Use? • Entertainment • Gambling • Sell online • Post

Cyber-Moderates (37%) Attitudes? Who? • Neither taken by benefits or risks • Blasé • Moderate views • Older • Retired • Middle income Use? • eGovernment services • Civic activities

Adigitals (14%) Attitudes? Who? Use? • Don’t enjoy being on • Not a way to save time • Frustrated • Immoral • Out of control • 45 + • Manager or professional • Lower income • Retired • Urban • First generation users • Low use, BUT • Gov’t services • Info about politicians • Civic activities

Figure 6: Next Generation Users by Internet Cultures Next generation users First generation users 100 86 79 80 75 69 60 53 47 40 31 21 20 25 14 0 e-Mersed Pragmatists OxIS current users: 2013 N=2,083 Cyber-savvy Moderates Adigital

Directions for Further Development Naming of Cultural Types Compare Overtime and Cross-nationally Develop Qualitative Complements

OII Student Feedback - Anon.

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