OFcom referance (794221), страница 5
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Penetration is highest among AB children, at 87%, and lowestamong DEs (47%).20Data from Ofcom communications tracking survey Q3 2007. ‘Do you/does anyone in yourhousehold have access to the internet at home/does your household use broadband to connect to theinternet at home? Base: all households with children aged 0-15 (703); all households without children(1532)21See Ofcom Consumer Experience Report for changes in take-up over time. The report can befound at http://www.ofcom.org.uk/research/tce/ce07/research07.pdf.15Social NetworkingFigure 3: Broadband penetration by age and social group among children100%87%77%80%72%67%66%65%60%60%47%40%20%0%Total5-7 years8-11 years12-15yearsABC1C2DEQ. Which of these ways of accessing the internet does your household have?Base: all children aged 5-15 (n=1047)Source: Ofcom young people and media tracking survey, wave 3 September 20074.2Awareness of social networking sites and profile of usersGiven the recent and rapid growth of sites such as Facebook, MySpace and Bebo, and thefast pace of change in this area in general, data on awareness and use quickly become outof date.
However, it is still useful to report data for such measures, as they provide an insightinto the extent of social networking at a particular point in time.Awareness of social networking sites is generally high, although people arenot necessarily familiar with the termFigure 4 shows that while 90% of parents of 8-17 year olds were aware of social networkingsites once they had been given a description and an example, only 50% were aware of thegeneric term ‘social networking sites’.Figure 4: Awareness of social networking sites – parents vs. childrenTotal awareness: 90%88%72%100%80%9%99%2%4%9%30%60%97%42%30%18%52%Given exampleGiven description40%Spontaneous38%50%20%64%42%37%16%0%Parents of 8-17sAll children (8-17)Aged 8-11Aged 12-15Aged 16-17Q.
Are you familiar with the term ‘Social Networking Sites’?Base: Parents of 8-17s (537), children aged 8-11 (198), 12-15 (208), 16-17 (107)Source: Ofcom – Children, Young People & Online Content, October 200716Social NetworkingDespite young people being a core market of social networking sites, their spontaneousawareness of the generic term ’social networking sites’ was significantly lower than that oftheir parents (37% vs.
50%). Once the term was explained, overall awareness was similar tothat of their parents. Most children over 12 are aware of social networking sites.These findings showed that the generic term ‘social networking site’ is not used by thegeneral population; people tend to use the sites’ brand names.Everyone is talking about Facebook at college, that is just what we call it, I hadn’t heard ofthe term social networking sites until you mentioned them – Girl 14, urban/suburbanUse of social networking sitesAlthough press coverage and academic studies have largely focused on social networkingsites and young people, and use is particularly prevalent among younger people (childrenand under-34s), use of social networking sites cuts across all age groups.Figure 5 illustrates22 that while just over half (51%) of the unique audience of membercommunities were under 35, nearly a quarter of those who logged on to a membercommunity in August 2007 were over 50.The launch in October 2007 of the Sagazone social networking site which targets over-50s,illustrated the relevance of social networking sites to older people.
By January 2008 30,000people had set up profiles on the site.23Figure 5: Member communities’ audience broken down by age, August 20072-11 yr oldsMember Communities5%0%11%12-17 yr olds17%20%18-24 yr olds18%40%25-34 yr olds35-49 yr olds25%18%60%Source: Nielsen Online, August 2007 (based on home use only)50-64 yr olds80%65+ yr olds6%100%24To use a social networking site the user needs to set up his or her own profile or page on thewebsite.25 Figure 6 shows that just over one-fifth of adults in Ofcom’s Media Literacy Audit22Nielsen data measure the number of people who access specific websites. This is expressed as aunique audience, i.e.
each individual person is counted once, it does not count multiple visits from thesame person. ‘Member communities’ is a term used by Nielsen Online to categorise websites that areapproximate, though not identical, to the sites included in the term ’social networking sites’.23http://www.telegraph.co.uk/news/main.jhtml?xml=/news/2008/01/04/nsaga104.xml.24These are the standard age breaks reported by Nielsen Online.17Social Networking2008 who use the internet at home reported that they had already set up their own profile orpage. A further one in ten said they were interested in doing so.Initial analysis from Ofcom’s audit of media literacy among ethnic minority groups showssome divergence from these figures.
While the base sizes are small, and so the results areindicative rather than robust, there are notable differences. Respondents who use theinternet from Indian (31%), Black Caribbean (40%) or Black African (41%) ethnic minoritygroups were more likely to have set up a social networking profile compared to all UK adultswho use the internet (22%). One of the reasons for this is likely to be the generally youngerprofile of ethnic minority groups – although this is not the only explanation.26Figure 6: Participation of adults in social networking sitesDone thisInterested in doing thisSet up your ow n page orprofile on w ebsite22%0%Not interested10%20%Don't know67%40%60%2%80%100%Q. I’d like to read out a number of things people might do. For each one, could you please tell me ifyou’ve done it, you’d be interested in doing it, or not interested?Base: Adults aged 16+ who use the internet at home or elsewhere (n=1723)Source: Ofcom media literacy audit October-December 2007A breakdown of those who already had a profile showed that there were age and socioeconomic group variations among users.
Figure 7 shows that younger adults were morelikely to have already set up their own profile than other age groups. Over half (54%) of 1624 year olds said they had done so, as well as over one quarter (28%) of 24-35 year olds.While penetration of setting up one’s own page or profile on a website decreasedsignificantly among over-35s, a minority of respondents across the older age groups haddone so.The only significant difference in terms of socio-economic group was that C1s were morelikely than ABs to have set up a profile, by 24% to 19%.25The following figures illustrating social networking sites use are based on survey data which differfrom the Nielsen Online data presented above.
Please note Nielsen Online data will differ from surveydata reported below for a number of reasons including:• different surveys have been used at different times (Nielsen Online data are from August2007 while Ofcom survey data are from October to December 2007);• Nielsen Online is based on a panel and records actual use of the internet, whereas Ofcomsurvey data record what people claim to do or not do online; and• Nielsen Online data define the category as member communities, which although similar, isnot an exact match to social networking sites.26These are initial findings only. The full audit of media literacy among ethnic minority groups will bepublished in summer 2008.18Social NetworkingInterestingly, while home take-up of broadband (and thus the ability to easily access socialnetworking sites) varies by socio-economic group, Figure 7 also shows that actual use of thesites appears to vary little between socio-economic groups.
This is consistent with otherresearch in this area, including qualitative research from the Ofcom Consumer Panel, whichhas shown that some teenagers from low-income households value social networking sitesbecause it helps develop and communicate their social identity, and that not having accessto social networking sites is an issue for them. However, lack of access to social networkingsites in these circumstances is predominantly due to lack of internet access.27Figure 7: Take-up by adults who have set up their own page or profile on a socialnetworking site100%80%60%54%40%28%22%24%23%C1C219%20%12%7%8%45-5455-6420%3%0%Total16-2425-3435-4465+ABDEQ.
Have you set up your own page or profile on a website such as Piczo, Bebo, hi5, Facebook orMySpace?Base: All adults who use the internet (1723), 16-24 (336), 25-34 (332), 35-44 (473), 45-54 (319), 5564 (156), 65+ (103), AB (584), C1 (613), C2 (307), DE (296)Source: Ofcom media literacy audit December 2007A separate study commissioned by Ofcom among parents and children found that 15% ofparents of 8-17 year olds who are aware of social networking sites reported having a profile.They were less likely to have a profile than their children – around half (49%) of childrenaged 8-17 who are aware of social networking sites reported having a profile.When parents with children aged 8-17 were asked whether they thought their child had aprofile on a social networking site, 37% of parents who were aware of these sites said theythought this was the case.
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