[REPORT] Adults Media Use and Attitudes with @Ofcom

[REPORT] Adults Media Use and Attitudes with @Ofcom

A report published by Ofcom as part of their media literacy duties. It provides research that looks at media use, attitudes and understanding, and how these change over time, with a particular focus on those groups that tend not to participate digitally. The report covers TV, radio, mobile, games, and the internet, with a particular focus on the latter.

The report focuses on the current wave of research which was conducted in autumn 2015 and any key changes compared to 2014.

Findings include:

  • a considerable rise (10 percentage points over a year to 16%) in the proportion of adults who only use smartphones or tablets to go online, rather than a PC or laptop. This indicates that these devices are not just supplementing PCs and laptops, but are starting to replace them;
  • a sizeable increase (11 percentage points over a year to 42%) in the proportion of internet users who say they only use websites or apps that they’ve used before. This trend, which is particularly prominent in over 25s, points to a narrowing use of the internet, with people focusing on content and apps that they use regularly;
  • seven in ten adults now use a smartphone, the device most used for accessing social media and the preferred device for the majority of online activities. Mobile phones have become the media device people would miss most, overtaking the television set; and
  • half of adults (51%) that use search engines are not aware that the top items on many results pages are adverts or sponsored links, indicating there is a need for people to be more aware or savvy about the content they are accessing online.
  • there’s a largely steady growth in the number of people with social media profiles:

social-media-profiles

The report can be found online

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