Presentation on Cultures of the Internet for socitm, a seminar at the Business Design Centre, Islington, London, 10 December 2013.

1. Cultures of the Internet
The Internet in Britain 2013
Bill Dutton
Professor of Internet Studies
Oxford Internet Institute
University of Oxford and Balliol College
Presentation forSocitm Seminar at Business Design Centre, Islington,
London, Socitm 2013 Conference, 10 December 2013.

2. 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)

3. Highlights of OxIS 2013 Report
Digital
Divides
• 78 percent online
• Progress for lower income, less
educated, retired and disabled groups
Key
Trends
• Continued Rise of Next Generation Users
• Social Networking Hitting a Plateau at
60%
Five
Cultures
• Distinctive but not Simple Profiles
• Strong Links to Attitudes, Uses & Impacts

4. Figure 1: Next Generation Users: 2007-2013
All users
Next gen user
First gen user
Ex-user
Non-user
100
80
73
78
67
60
59
54
52
40
40
32
35
28
13
2005
23
5
20
06
2003
26
5
3
2011
2013
2007
2009
OxIS 2003 N=2,029; 2005 N=2,185; 2007 N=2,350; 2009 N=2,013; 2011 N=2,057; 2013 N=2,657
18

5. Figure 6: Next Generation Users by Age
Next generation users
First generation users
100
87
79
80
83
63
60
37
40
21
20 13
0
14-17
18-24
25-34
16
35-44
45-54
Age
OxIS current users: 2013 N=2,083
55-64
65-74
75+

6. Figure 4: Next Generation Users by Income
Next generation users
First generation users
100
91
9
80
93
7
70
60 57
40 43
30
20
<£
0
00
2 ,5
1
2,5
£1
0
,00
£20
£
20£
0
,00
30
0
0
0
0
0
,00
,00
,00
,00
,00
0
0
0
0
0
-£5
-£7
-£6
-£8
-£4
£30
£40
£50
£60
£70
Yearly household income
OxIS current users: 2013 N=2,083

8. Social Networking Question
QC8. Now I’d like you to think about the different
things people do online. How often do you go online
for the following purposes?
[READ OUT EACH STATEMENT. CODE ONE PER ROW]
“Check or update your profile on a social network site
such as Facebook, LinkedIn or Twitter”
Several times a day, Daily, Weekly, Monthly, Less than
monthly, Never, DK

9. The Idea of Cultures of the Internet
Hobbyists
Hackers
Homesteaders
Cyber-culture
Digital Natives

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

11. 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

12. 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

13. 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

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

15. 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

18. 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

19. Cultures of the Internet
The Internet in Britain 2013
Bill Dutton
Professor of Internet Studies
Oxford Internet Institute
University of Oxford and Balliol College
Presentation forSocitm Seminar at Business Design
Centre, Islington, London, Socitm 2013 Conference, 10 December 2013.