Ipsos&ISC - New media usage summary report 2013

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Information about Ipsos&ISC - New media usage summary report 2013
Education

Published on February 28, 2014

Author: PeckoPivo

Source: slideshare.net

New Media Usage Tracker - 2013 Follow Up Study New Media Usage November, 2013 The Home of Researchers

Methodological info Ad hoc CATI survey •  Data collected on representative sample for population of Serbian citizens aged 12 and more •  Target population size is 6,369,691 •  Sample size is 1224 •  Sampling frame is based on the data of Telephone (book) database, Census from 2011, vital statistics and the migrations data, as well as ISM estimates of population and households for 2010 •  Sample type is 2-staged stratified combined probability sample •  Automatic control of procedure, interactive control of consistency and logical control of collected data is performed in 100% of cases •  Post stratification is performed regarding: gender, age, type of settlement, geoeconomical region and education •  Data collection is performed in November 2013 New Media Usage © 2012 Ipsos •  2

Context Civic activism/engagement/participation is any individual and collective actions designed to identify and address issues of public concern (APA, 2002). Includes a wide variety of actions, from minimally involving (so called soft activism) to highly involving (hard activism) (Brunsting & Postmes, 2002), with extremes such as: expressing an opinion, persuading others vs. participating in demonstrations, performances or sabotages. Includes a wide variety of issues: environmental, human rights, animal rights, politics, heath care… The rise of the Internet in recent decades substantially expands the forms of potential civic participation. The Internet offers the opportunity for users to share their opinions, form virtual groups and pressure the authorities without sharing physical space or direct interpersonal contact. © 2012 Ipsos Online and offline actions are conducted in different social environments: online activism lacks face to face interaction. Early theories stated that it reduces social/nonverbal cues and therefore is less socially influential, and more individualistic environment (Kiesler, Siegel, & McGuire, 1984). However, new empirical evidence suggests just the opposite: social identity can be salient despite the fact that group members are physically isolated. Internet is sometimes ideal environment to express group membership while individuality might be pushed to the background (Lea & Spears, 1991; Haslam, 2001). Online and offline actions require different sets of skills and, more importantly, different amount of effort: it is much easier to join a virtual than a real group, to sign an electronic than a real petition, to join a virtual than a real event. 3

Interest in political and social events in Serbia? To what extent are you interested in following political and social events in Serbia? Base: Total target population 1 - Not interested at all 21% 23% 13% 12% 13% 2 - Mainly not interested NOT INTERESTED (1+2) 33% 37% 39% 36% 16% 20% 20% 16% 19% 16% 4 - Mainly interested 5 - Very much interested 2% 1% 1% 2011 2012 2013 © 2012 Ipsos INTERESTED (4+5) New Media Usage 44% 24% 28% 26% 31% 3 - Both yes and no Do not know 31% 4

Main source of information Which medium do you follow the most to collect information in general? % TV % Internet % Daily newspapers 9 18 77 Total 2010 8 21 71 Total 2011 30-44 21 66 Total 2012 2013 % Other 68 Total 2013 12-29 % Radio 35 66 + 85 New Media Usage 7 3 0 1 6 84 2 8 24 45-65 31 7 54 66 30 7 13 1 0 11 6 10 1 © 2012 Ipsos Base: Total target population 1 5

How often do you…? – Digital natives (12-29) Several times a month Once a month Use Internet (Total Population) - 2013 Use Internet (Total Population) - 2010 2 -3 times a week Less than once a month 42 7 4 45 Use Internet (Total Population) - 2012 Use Internet (Total Population) - 2011 To start with, how often do you follow certain media. How often do you... 4 41 Once a week Never 4 39 5 3 41 4 5 3 36 4 44 7 3 Use Internet (Digital Natives) - 2013 84 Use Internet (Digital Natives) - 2012 48 84 New Media Usage 6 81 Use Internet (Digital Natives) - 2011 Use Internet (Digital Natives) - 2010 5 68 9 41 4 5 3 5 6 4 3 2 3 5 9 © 2012 Ipsos Base: People 12-29 years old (26% of total population) - 2010 Base: People 12-29 years old (26% of total population) – 2011 Base: People 12-29 years old (26% of total population) – 2012 Base: People 12-29 years old (24% of total population) - 2013 Every day 4 - 6 times a week 6

Purpose of using internet Multiple answers; Base: Internet users wave-2013 (61% of target population) For which of the following purposes do you use Internet? Browsing information about products, services, companies, cu 78% 67% Getting informed, reading news 55% Social networks(Facebook, MySpace, Twitter) Sending/receiving electronic mail (e-mail) 53% Chatting (Skype, msn, gtalk, Yahoo messenger..) 53% 43% Downloading music and other contents 44% Watching movies Listening to programs of radio stations via Internet (live o 29% Computer games 28% 21% Leaving messages on Internet forums / reading blogs Purchasing via internet, payments via Internet, Internet ban 23% Playing on-line games Watching the programs of TV channels on Internet (live or po Other New Media Usage 17% 2013 © 2012 Ipsos 27% 4% 7

When browsing Internet? Base: Internet users (52% of target population) - 2010 (54% of target population) – 2011 (56% of target population) - 2012 Talking about your typical working day and your habits related to use of Internet, please tell me at which of the following time intervals do you usually browse Internet? By this we do not mean receiving and sending mail or exchange of messages via internet. 2013 2012 2011 2010 From 06:00 to 08:59 From From 09:00 to 10:00 to 09:59 11:59 New Media Usage From From 12:00 to 14:00 to 13:59 14:59 From From 15:00 to 17:00 to 16:59 18:59 From From 19:00 to 20:00 to 19:59 21:59 From From 22:00 to 00:00 to 23:59 01:59 From 02:00 to 05:59 © 2012 Ipsos DIGITAL NATIVES 12-29 (2013) 8

Social networks – Have a profile In which social networks do you have open profile? % Facebook % My Space % Twitter Total 2013 2,554,893 Total 2012 2,656,000 68 Total 2011 2,342,000 64 Total 2010 2,112,178 % Linked In 66 4 10 12 5 6 4 1 9 6 29 34 41 20 4 3 15 0 2013 45-65 66 + New Media Usage 37 39 21 12 3 3 3 None 30 2 12 6 66 30-44 1 15 2 Other 7 1 4 1 87 12-29 3 3 58 Google+ 55 20 3 11 29 © 2012 Ipsos Base: Total Internet Users , 52% of target population - 2010 56% of target population – 2011 59% of target population - 2012 61 9

Facebook – Active Networker Base: Those who have open profile in some social networks (32% of target population) - 2010 (34% of target population) - 2011 (42% of target population) - 2012 (42% of target population) - 2013 91 % 2012 93 % 2011 % 2010 94 87 2.33M 2.38M Facebook users New Media Usage •  66% of all Internet users have a profile on Facebook – •  that is 40% of total Serbian population aged 12+ •  that is 2,554,000 people (2,656,000 in 2012) – slightly decrease. •  More than 90% of all FB users in Serbia are active. © 2012 Ipsos 2013% In which social networks are you active, i.e. which social networks do you visit at least 3-4 times a week? 10

Twitter – Active Networker Base: Those who have open profile in some social networks (32% of target population) - 2010 (34% of target population) - 2011 (42% of target population) - 2012 (42% of target population) - 2013 47 % 2012 50 % 2011 46 217K 231K Twitter Users New Media Usage % 2010 32 •  10% of all Internet users have a profile on Twitter •  that is 6% of total Serbian population aged 12+ •  that is about 425,000 people (465,000 in 2011). •  47% of all Twitter accounts in Serbia are active. © 2012 Ipsos % 2013 In which social networks are you active, i.e. which social networks do you visit at least 3-4 times a week? 11

Incidence of Smart Phone Usage Base: Base: Those who have mobile phone (80% of target population) - 2010 (85% of target population) – 2011 (87% of target population) – 2012 (87% of target population) - 2013 Do you have Smart phone? % Yes % No 23% of total population have smart phone 26 Total 2012 74 17 Total 2011 83 11 Total 2010 89 8 92 48 12-29 2013 30-44 34 New Media Usage 66 12 45-65 66 + 52 3 88 © 2012 Ipsos Total 2013 97 12

Activism •  AMOUNT OF ACTIVISM People in Serbia are active. 77.5% stated that they have been active (online or offline) in the past year in at least one form of activity. •  ONLINE/ OFFLINE People in Serbia are more active offline (in “real world”) then online (on internet) •  ISSUES FOR ACTIVISM People are most active in the area of ecology and animal and humanitarian issues, while politics seems to be the least appealing for them to activate. •  BARRIERS FOR ACTIVISM exists and are still high (personal interest of majority of people, development of personal responsibility for individual life, feeling that there is no real influence on the important issues in the society, no time) © 2012 Ipsos •  LEVEL OF ENGAGEMENT Most common form of activism is open expression of opinion, while the least practiced form is signing a petition, and volunteering 13

Have you participated in following activities in past year Base: Total target population   Ecology     Humanitarian  Issues     Animal  rights     Yes  LIVE   Yes  ONLINE   50.2   51.5   38.4   29.5   25.6   25.2   49.3   24.3   Problems  in  community     44.2   19.6   Self-­‐interest   44.4   19.5   Poli;cs     41.1   17.2   © 2012 Ipsos Human  Rights     14

Live vs online activities in past year Base: Total target population   No   Yes   22.5   77.5   Live  ac;vism   23.4   76.6   Online  ac;vism   51.7   48.3   © 2012 Ipsos Live&Online  ac;vism   15

Demographic structure Live vs On-line activists Live activism Online activism 67% 60% 55% 51% 49% 54% 51% 47% 45% 50% 46% 40% 34% 30% 25% 34% 30% 28% 22% 15% 25% 19% 19% 27% 27% 27% 23% Sex New Media Usage Age Education Region © 2012 Ipsos Other Urban Vojvodina Central Serbia Belgrade University Secondary school Primary school 66 + 45-65 30-44 12-29 Female Male 2% Type of settlement 16

Have you participated in following activities in past year - Ecology (Live) Base: Total target population   No   Yes   I  tried  to  persuade  other  people  to  share  my  opinion   66.0   34.0   I  openly  expressed  my  opinion  about  that  issue   69.8   30.2   18.4   I  took  part  in  gatherings/rallies  to  support  an  idea   86.3   13.7   I  wore  a  T-­‐shirt  or  a  badge  with  a  slogan-­‐picture   suppor;ng  an  idea   89.6   10.4   Volunteered  in  an  organiza;on/  member  of   organiza;on   92.0   8.0   © 2012 Ipsos 81.6   I  signed  a  pe;;on   17

Have you participated in following activities in past year - Ecology (ONLINE) Base: Those who use internet (61% of target population)   No   Yes   83.0   17.0   I  openly  expressed  my  opinion  about  that  issue   (blog,  Facebook  status,  comments,  forum,  share   material)   84.9   15.1   I  tried  to  persuade  other  people  to  share  my  opinion   during  Internet  communica;on   87.4   12.6   I  changed  a  photo  or  Facebook/twiNer/  etc..  status   to  support  an  idea   90.0   10.0   I  signed  an  "on  line"  pe;;on   92.0   8.0   95.8   4.2   Volunteered  in  an  internet  group  (e.g.  as   administrator)  or  being  in  everyday  ac;vity  with  this   group   © 2012 Ipsos I  joined  Internet  groups  to  support  an  idea   18

Have you participated in following activities in past year - Human Rights (Live) Base: Total target population   No   I  openly  expressed  my  opinion  about  that  issue   I  tried  to  persuade  other  people  to  share  my  opinion   Yes   60.1   66.1   39.9   33.9   87.5   12.5   I  took  part  in  gatherings/rallies  to  support  an  idea   88.6   11.4   I  wore  a  T-­‐shirt  or  a  badge  with  a  slogan-­‐picture   suppor;ng  an  idea   93.3   6.7   Volunteered  in  an  organiza;on/  member  of   organiza;on   94.5   5.5   © 2012 Ipsos I  signed  a  pe;;on   19

Have you participated in following activities in past year - Human Rights (Online) Base: Those who use internet (61% of target population)   No   Yes   I  openly  expressed  my  opinion  about  that  issue   (blog,  Facebook  status,  comments,  forum,  share   material)   84.4   15.6   I  joined  Internet  groups  to  support  an  idea   86.0   14.0   I  tried  to  persuade  other  people  to  share  my  opinion   during  Internet  communica;on   87.1   12.9   91.7   8.3   I  signed  an  "on  line"  pe;;on   92.6   7.4   96.3   3.7   Volunteered  in  an  internet  group  (e.g.  as   administrator)  or  being  in  everyday  ac;vity  with  this   group   © 2012 Ipsos I  changed  a  photo  or  Facebook/twiNer/  etc..  status   to  support  an  idea   20

Have you participated in following activities in past year - Humanitarian Issues (Live) Base: Total target population   No   I  openly  expressed  my  opinion  about  that  issue   I  tried  to  persuade  other  people  to  share  my  opinion   Yes   59.3   40.7   64.2   35.8   86.0   14.0   I  signed  a  pe;;on   87.1   12.9   I  wore  a  T-­‐shirt  or  a  badge  with  a  slogan-­‐picture   suppor;ng  an  idea   87.4   12.6   Volunteered  in  an  organiza;on/  member  of   organiza;on   91.6   8.4   © 2012 Ipsos I  took  part  in  gatherings/rallies  to  support  an  idea   21

Have you participated in following activities in past year - Humanitarian Issues (Online) Base: Those who use internet (61% of target population)   No   Yes   83.8   16.2   I  joined  Internet  groups  to  support  an  idea   84.9   15.1   I  tried  to  persuade  other  people  to  share  my  opinion   during  Internet  communica;on   86.6   13.4   I  signed  an  "on  line"  pe;;on   90.8   9.2   I  changed  a  photo  or  Facebook/twiNer/  etc..  status   to  support  an  idea   91.3   8.7   95.3   4.7   Volunteered  in  an  internet  group  (e.g.  as   administrator)  or  being  in  everyday  ac;vity  with  this   group   © 2012 Ipsos I  openly  expressed  my  opinion  about  that  issue   (blog,  Facebook  status,  comments,  forum,  share   material)   22

Have you participated in following activities in past year - Politics (Live) Base: Total target population   No   I  openly  expressed  my  opinion  about  that  issue   I  tried  to  persuade  other  people  to  share  my  opinion   Yes   65.9   77.2   34.1   22.8   83.8   16.2   I  signed  a  pe;;on   86.1   13.9   I  wore  a  T-­‐shirt  or  a  badge  with  a  slogan-­‐picture   suppor;ng  an  idea   90.8   9.2   Volunteered  in  an  organiza;on/  member  of   organiza;on   91.4   8.6   © 2012 Ipsos I  took  part  in  gatherings/rallies  to  support  an  idea   23

Have you participated in following activities in past year - Politics (Online) Base: Those who use internet (61% of target population)   No   Yes   87.8   12.2   I  joined  Internet  groups  to  support  an  idea   90.2   9.8   I  tried  to  persuade  other  people  to  share  my  opinion   during  Internet  communica;on   91.2   8.8   I  changed  a  photo  or  Facebook/twiNer/  etc..  status   to  support  an  idea   94.5   5.5   I  signed  an  "on  line"  pe;;on   94.5   5.5   Volunteered  in  an  internet  group  (e.g.  as   administrator)  or  being  in  everyday  ac;vity  with  this   group   96.5   3.5   © 2012 Ipsos I  openly  expressed  my  opinion  about  that  issue   (blog,  Facebook  status,  comments,  forum,  share   material)   24

Have you participated in following activities in past year - Problems in community (Live) Base: Total target population   No   I  openly  expressed  my  opinion  about  that  issue   I  tried  to  persuade  other  people  to  share  my  opinion   Yes   61.1   67.9   38.9   32.1   I  signed  a  pe;;on   82.8   17.2   I  took  part  in  gatherings/rallies  to  support  an  idea   84.0   16.0   92.1   7.9   I  wore  a  T-­‐shirt  or  a  badge  with  a  slogan-­‐picture   suppor;ng  an  idea   93.5   6.5   © 2012 Ipsos Volunteered  in  an  organiza;on/  member  of   organiza;on   25

Have you participated in following activities in past year - Problems in community (Online) Base: Those who use internet (61% of target population)   No   Yes   I  openly  expressed  my  opinion  about  that  issue   (blog,  Facebook  status,  comments,  forum,  share   material)   85.9   14.1   I  tried  to  persuade  other  people  to  share  my  opinion   during  Internet  communica;on   88.0   12.0   I  joined  Internet  groups  to  support  an  idea   89.0   11.0   94.1   5.9   I  signed  an  "on  line"  pe;;on   94.3   5.7   Volunteered  in  an  internet  group  (e.g.  as   administrator)  or  being  in  everyday  ac;vity  with  this   group   94.8   5.2   © 2012 Ipsos I  changed  a  photo  or  Facebook/twiNer/  etc..  status   to  support  an  idea   26

Have you participated in following activities in past year - Self - interest (Live) Base: Total target population   No   I  openly  expressed  my  opinion  about  that  issue   I  tried  to  persuade  other  people  to  share  my  opinion   Yes   60.3   68.6   39.7   31.4   88.1   11.9   I  signed  a  pe;;on   89.7   10.3   Volunteered  in  an  organiza;on/  member  of   organiza;on   94.3   5.7   I  wore  a  T-­‐shirt  or  a  badge  with  a  slogan-­‐picture   suppor;ng  an  idea   95.2   4.8   © 2012 Ipsos I  took  part  in  gatherings/rallies  to  support  an  idea   27

Have you participated in following activities in past year - Self - interest (Online) Base: Those who use internet (61% of target population)   No   I  openly  expressed  my  opinion  about  that  issue   (blog,  Facebook  status,  comments,  forum,  share   material)   Yes   84.5   15.5   I  tried  to  persuade  other  people  to  share  my  opinion   during  Internet  communica;on   88.5   11.5   I  joined  Internet  groups  to  support  an  idea   88.7   11.3   94.4   5.6   I  signed  an  "on  line"  pe;;on   95.6   4.4   Volunteered  in  an  internet  group  (e.g.  as   administrator)  or  being  in  everyday  ac;vity  with  this   group   96.2   3.8   © 2012 Ipsos I  changed  a  photo  or  Facebook/twiNer/  etc..  status   to  support  an  idea   28

Have you participated in following activities in past year - Animal rights (Live) Base: Total target population   No   I  openly  expressed  my  opinion  about  that  issue   I  tried  to  persuade  other  people  to  share  my  opinion   Yes   65.7   71.9   34.3   28.1   89.7   10.3   I  took  part  in  gatherings/rallies  to  support  an  idea   92.1   7.9   I  wore  a  T-­‐shirt  or  a  badge  with  a  slogan-­‐picture   suppor;ng  an  idea   94.7   5.3   Volunteered  in  an  organiza;on/  member  of   organiza;on   95.9   4.1   © 2012 Ipsos I  signed  a  pe;;on   29

Have you participated in following activities in past year - Animal rights (Online) Base: Those who use internet (61% of target population)   No   I  openly  expressed  my  opinion  about  that  issue   (blog,  Facebook  status,  comments,  forum,  share   material)   Yes   80.3   19.7   I  joined  Internet  groups  to  support  an  idea   84.4   15.6   I  tried  to  persuade  other  people  to  share  my  opinion   during  Internet  communica;on   85.5   14.5   90.3   9.7   I  signed  an  "on  line"  pe;;on   90.9   9.1   Volunteered  in  an  internet  group  (e.g.  as   administrator)  or  being  in  everyday  ac;vity  with  this   group   96.1   3.9   © 2012 Ipsos I  changed  a  photo  or  Facebook/twiNer/  etc..  status   to  support  an  idea   30

How much do you agree with the following statements Base: Total target population   Do  not  agree  (  1  +  2  )   Agree  (  4  +  5  )   If  everyone  would  get  involved,  this  world  would  be   a  beNer  place.   9.2   Majority  of  people  are  mo;vated  by  personal   interest  alone.   15.4   81.1   71.9   I  am  op;mis;c  about  the  future.   19.9   59.0   If  there  is  a  need,  most  people  are  willing  to  help   others.   22.3   57.3   No  maNer  how  hard  one  tries,  one  cannot  influence   important  issues    in  the  community/society  one  lives   28.8   40.6   42.4   40.0   Only  naďve  people  believe  they  can  change  the   world.   44.0   38.7   I  don't  have  ;me  to  fight  for  the  issues  important  for   the  society   37.1   37.2   © 2012 Ipsos Why  would  I  try  to  help  others,  when  everybody   should  be  responsible  for  him/herself.   31

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