OFcom referance (794221), страница 18

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Many social networking sites allow users to edit their profileskin using html code.Skype A software programme that allows users to make telephone calls over the internet.Social Networking Site (SNS) A site which allows users to create a personal page or profileand construct and display a social network of their online contacts.78User-Generated Content (UGC) Online content that is produced by the users or consumersof the site. Examples of UGC include blogs, and photos and videos that users upload.Web 2.0 A technical term describing a perceived second generation of web-basedcommunities and hosted services - such as social networking sites and wikis, which facilitatecollaboration and sharing between users.YouTube A popular video sharing site founded in 2005.78This is the definition used in this report.

However, there is no agreed definition of social networkingsites. For example some people include user-generated content in their definition.65Social NetworkingAnnex 22 Research methodologiesSocial Networking research: qualitative research into attitudes, behavioursand useMethodologyQualitative face-to-face survey. This included 12 two-hour in-depth,paired accompanied surfs; four 90-minute triads; four 90-minutequads; four two hour follow-up online social networking sessionswith respondents selected from the triad and quad sessions.Respondents who used social networking sites were also asked tocomplete a pre-task exerciseCore objectiveTo identify, explore and understand the behaviours, attitudes andbarriers to people’s use of social networking sitesSample size52 (39 users and 13 non-users)Fieldwork periodSeptember - October 2007Sample definitionSocial networking site users and non-users aged 11+. The sampleincluded a respondents from each UK nation, and a mix of, ruraland urban, socio-economic groups and genderChildren, young people and online content research (October 2007)MethodologyFace-to-face Computer Assisted Personal Interviewing survey(CAPI)Core objectiveTo understand the level of current exposure to harmful orinappropriate content79 and differences in behaviour betweenparents and childrenSample size653 parents, 653 children aged between 5 and 17 from the samehouseholds, 279 non-parentsFieldwork periodOctober – November 2007Sample definitionInterviews with parents aged 16-59 and children aged 5-17.

Theparent and child were recruited from the same household. Onlyone child was interviewed per household.Quotas were set on the age of the child (interviews were splitapproximately equally between those aged 5-7, 8-11, 12-15 and16-17), plus gender of parent and gender of child. Scotland, Wales79The survey asked if they had come across harmful or inappropriate material in the past six monthsand if they had, they were asked the open-ended question ‘What type of content was it?’ Thus thesefindings relate to self-reported harmful or inappropriate material.66Social Networkingand Northern Ireland were boosted to ensure robust base sizes foranalysis.Interviews with non-parents aged 16+ who do not live at home withtheir parents.In this instance, non-parents were defined as those without childrenaged 17 or under living with them.Quotas were set on age and gender of the respondent, withScotland, Wales and Northern Ireland again boostedWeightingWhere necessary, the data were weighted to the 2001 census dataOfcom Media Literacy Adult Audit researchMethodologyFace-to-face in home interviewsCore objectiveTo monitor the extent of media literacy, i.e.

the ability of people toaccess, understand and create communications across keyplatforms including TV, the internet, mobile phones and radioSample size2905Fieldwork periodOctober – December 2007Sample definitionUK adults aged 16+WeightingWhere necessary, the data were weighted to the 2001 census dataOfcom Communications Tracking SurveyMethodologyContinuous face-to-face surveyCore objectiveTo provide Ofcom with continued understanding of consumerbehaviour in the UK communications markets to help monitorchanges and assess the degree and success of competitionSample size700+ per month (2235 Q3 2007)Fieldwork periodQ3 2007 (July, August, September)Sample definitionUK adults aged 15+, reflective of the UK profile by sex, age, socioeconomic group, region, employment status, cabled/non-cabledareas, rural/urban areas and levels of deprivationWeightingWhere necessary, the data were weighted to ensure they arerepresentative of the UK adult population67Social NetworkingOfcom Young People and Media Tracking SurveyMethodologyTracking studyCore objectiveTo measure media access, usage, and attitudes of parents andchildren aged 5-15 yearsSample size1047 Wave 3 2007Fieldwork periodWave 3, September 2007Sample definitionUK children aged 5-15, reflective of the UK profile by sex, age,socio-economic group, and nation.WeightingWhere necessary, the data were weighted to the 2001 census data68Social NetworkingAnnex 3Ofcom Social Networking Sites researchPublished separately at: www.ofcom.org.uk69.

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