ANNEX 1 QUALITATIVE AND QUANTITATIVE RESEARCH 1 (a... · This review undertook qualitative and...

Annex 1 A1-1REVIEW OF SOCIAL MEDIA AND DEFENCE

ANNEX 1 QUALITATIVE AND QUANTITATIVE RESEARCH



ANNEX 1 QUALITATIVE AND QUANTITATIVE RESEARCH

This review undertook qualitative and quantitative research to better understand Defence members’ social media activities and beliefs about social media.

The qualitative research consisted of more than 26 hours of one-to-one interviews with stakeholders across Defence, including 31 cadets at ADFA. The results have been considered throughout the review and have been reflected in the findings in this report.

Quantitative research was undertaken with 1,577 members of Defence, and with an additional 1,000 members of the general public, in order to draw comparisons between the two groups.

The public responses required no weighting, due to the survey’s use of quota control. Defence responses required some minor weighting of age, gender and rank demographic, in order to address slight response skewing. The weighting was calculated using April 2010 employment statistics, derived from PMKeyS data supplied by Defence.

All quantitative research was undertaken via an online questionnaire, after potential respondents were informed by email of their random selection from predefined demographic groups based on current rank or employment level.

Taking into account population and numbers of respondents, responses were collated into three groups: the public; the Department of Defence; and the Navy, Army and Air Force. The resulting 15 reporting groups where used to formulate the findings in this annex. An additional group of non-employed general public (D) was also defined to fairly represent that demographic. A breakdown of roles and levels within each reporting group is shown below. These categorisations are in line with the standard reporting methods provided by the Director of Strategic Personnel Policy Research.


Job

/ R

ank

/ Le

vel

Army, Navy and RAAF Department of Defence Public

A

CMDR/LTCOL/WGCDR

CAPT/COL/GPCAPT

CDRE/BRIG/AIRCDRE

RADM/MAJGEN/AVM

SES Band 1 & above

Academic

Consultant

Senior Manager / Director

Manager

Business Owner

Associate Professional

MIDN/OCDT/SCDT/OFF CADET

ASLT/2 LT/PLTOFF

SBLT/LT/FLGOFF

LEUT/CAPT/FLTLT

LCDR/MAJ/SQNLDR

Executive Level 1 or equivalent

Executive Level 2 or equivalent

S&T Level 5

S&T Level 6

S&T Level 7

S&T Level 8

B

PO/SGT

SSGT

CPO/WO2/FSGT

WO/WO1/WOFF

APS Level 5 or equivalent


S&T Level 3

S&T Level 4

Professional

Design / Creative

C

Recruit

SMN/PTE(E)/AC/ACW

AB/LCPL/LAC/LACW

LS/CPL/CPL(E)

Trainee APS





S&T Level 1

S&T Level 2

Administrator Tradesperson

Clerical, Sales, or Service worker

Production or Transport worker

Labourer

Voluntary work

Student

D

Reserved for whole of population reporting (n=86)

Unemployed

Home duties

Retired

The resulting respondents, levels where shown below.

Army Navy RAAF DoD PublicJob / Rank / Level A 127 104 116 115 286

Job / Rank / Level B 92 71 64 191 187

Job / Rank / Level C 264 161 149 123 441

Job / Level D 86

TOTAL 483 336 329 429 1000


The online survey and sourcing of public respondents was carried out by Edentify Pty Ltd, which describes its methodology as follows:

Edentify owns and operates a dedicated online research panel – www.cafestudy.com – with over 35,000 active members. Consumers are recruited to join the panel through ongoing targeted advertising around an overall strategy of building a representative and robust consumer database Australia wide. Advertising consists predominantly of banner ads on carefully selected websites alongside offline marketing in the form of print ads and postcards. Edentify uses this panel to source the target audience for quantitative projects (online surveys and mobile polling) and qualitative projects (online forums). In return for taking part in research studies participants are rewarded for their time and efforts through a point based system – this ensures participation rates are maintained.

All quantitative research undertaken by this review was conducted between 5 and 12 July 2011 and all respondents were anonymous. The fact that respondents would be anonymous was communicated to them before the survey began.

Data presented in this section shows differing usage of social media by personnel within Defence organisations. The differences do not necessarily reflect respondents’ desires or ability. Usage is affected by the availability of internet access to the respondents in their day to day activities. Members who are deployed and those who are not deployed also have differing opportunities to use the web, based on available bandwidth and hardware, and that should be considered when comparing the usage levels of the services.

Please note, the confidence score for the quantitative research is as follows:

Defence : 97.5% (+/- 2.5%) General population : 97% (+/- 3.1%)


0% 25% 50% 75% 100%

A Defence

A Public

B Defence

B Public

C Defence

C Public

18-2425-3435-4445+

A Defence

A PublicB Defence

B PublicC Defence

C Public

18-‐24 7% 4% 3% 13% 24% 18%

25-‐34 11% 17% 5% 24% 23% 18%

35-‐44 26% 23% 25% 27% 31% 16%

45+ 56% 56% 67% 36% 21% 48%

Q2 What is your current age group in years?

The age demographic of senior defence personnel is very similar to that of their public equivalents, with both comprising of 56% over the age of 45. Defence does however have a older population in the ‘middle management’ overseeing a younger ‘workforce’.

Q2 What is your current age group in years?

Base: Total Respondents (Defence n=1574 (weighted), Public n=1000)

The age demographic of senior Defence personnel is very similar to that of their public equivalents; both consist of 56% over the age of 45. Defence has an older population in middle management overseeing a younger workforce.

A Defence A Public B Defence B Public C Defence C Public

18-24 7% 4% 3% 13% 24% 18%

25-34 11% 17% 5% 24% 23% 18%

35-44 26% 23% 25% 27% 31% 16%

45+ 56% 56% 67% 36% 21% 48%

What is your current age group in years? Base: Total respondents (Defence n = 1574 (weighted), Public n = 1000)

35-44

45+

18-24

25-34

WHAT IS YOUR CURRENT AGE GROUP IN YEARS?


0%

20%

40%

60%

80%

WorkPersonal

Don't use itOther

The Australian public has a far greater propensity to use social media than those employed in the Defence forces. Only 22% of Australians claim NOT to use social media, compared to over a third of Defence employees.

Q8. Do you use social media for…?

Defence Public

Work 15% 24%

Personal 61% 75%

Other 2% 1%

Don't use it 36% 22%

Defence EmployeesPublic



The Australian public has a far greater propensity to use social media than those employed in Defence. Only 22% of Australians claim not to use social media, compared to over a third of Defence employees.

Defence Public

Work 15% 24%

Personal 61% 75%

Other 2% 1%

Don’t use it 36% 22%

Do you use social media for…? Base: Total respondents (Defence n = 1574 (weighted), Public n = 1000)

Defence

Public

DO YOU USE SOCIAL MEDIA FOR…?


Social Media Usage by Level/Rank

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Rank/Level Army A

Rank/Level Navy A

Rank/Level RAAF A

Rank/Level DoD A

Rank/Level Army B

Rank/Level Navy B

Rank/Level RAAF B

Rank/Level DoD B

Rank/Level Army C

Rank/Level Navy C

Rank/Level RAAF C

Rank/Level DoD C

Public A

Public B

Public C

Public D

WorkPersonalDon't use itOther

Generally speaking, those employed in Defence Level/Rank C are far more likely to use social media than those at Level/Rank A or B. In fact their usage is at much the same level as the general public’s. The excep,on being DoD Level/Rank C where less than half claim to use it at all. This is likely due to the fact that those employed in this group are older than their Army/Navy/RAAF counterparts.


Total Defence

Army A Navy A RAAF A DoD A Army B Navy B RAAF B DoD B Army C Navy C RAAF C DoD CTotal Public

Public A

Public B

Public C

Public D

Work 15% 23% 18% 16% 11% 14% 15% 23% 13% 11% 22% 14% 11% 24% 33% 33% 17% 16%

Personal

61% 64% 56% 63% 44% 58% 35% 61% 49% 72% 74% 72% 43% 75% 72% 79% 78% 73%

Don't use it

36% 30% 43% 34% 52% 38% 59% 34% 48% 26% 23% 27% 51% 22% 22% 17% 21% 24%

Other 2% 3% 2% 4% 3% 1% 2% 3% 1% 1% 1% 0% 3% 1% 1% 2% 1% 2%


Generally speaking, those employed in Defence Level/Rank C are far more likely to use social media than those at Level/Rank A or B. In fact, their usage is at much the same level as the general public’s, the exception being DoD Level/Rank C, of whom less than half claim to use it at all. This is likely due to the fact that those employed in this group are older than their Army/Navy/RAAF counterparts.

Defence Army Navy RAAF DoD Army Navy RAAF DoD Army Navy RAAF DoD Public Public Public Public Public Total A A A A B B B B C C C C Total A B C D

Work 15% 23% 18% 16% 11% 14% 15% 23% 13% 11% 22% 14% 11% 24% 33% 33% 17% 16%

Personal 61% 64% 56% 63% 44% 58% 35% 61% 49% 72% 74% 72% 43% 75% 72% 79% 78% 73%

Don’t use it 36% 30% 43% 34% 52% 38% 59% 34% 48% 26% 23% 27% 51% 22% 22% 17% 21% 24%

Other 2% 3% 2% 4% 3% 1% 2% 3% 1% 1% 1% 0% 3% 1% 1% 2% 1% 2%

Social media usage by level/rank Base: Total respondents (Defence n = 1574 (weighted), Public n = 1000)

Personal Don’t use it OtherWork

SOCIAL MEDIA USAGE BY LEVEL/RANK


How oPen do you use the following sites? Defence Employees

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Facebook

Forums

Youtube

Blogs

Twitter

LinkedIn

Flickr/Twitpic etc

foursquare

Myspace

Several Bmes a dayOnce a dayEvery couple of daysEvery weekEvery monthLess oLen than every monthI don't use itI've never heard of it

Facebook is by far and away the most popular social media site, with around one in four Defence employees indica,ng that they use it every day. Forums and Youtube also see a reasonably high level of usage, although less frequent. At the other end of the scale, very few people at all are using FourSquare or Myspace with awareness of FourSquare being par,cularly low.

Q9. About how o;en would you say you use the following social media sites?

Base: Total Respondents (Defence n=1574 (weighted))

Several ;mes a day

Once a dayEvery couple of days

Every weekEvery month

Less oEen than every month

I don't use it

I've never heard of it

Myspace 0% 0% 0% 0% 0% 2% 91% 6%

FourSquare 0% 0% 0% 0% 0% 0% 55% 45%

Flickr/Twitpic etc

0% 0% 0% 1% 2% 3% 65% 29%

LinkedIn 0% 0% 1% 1% 2% 2% 56% 38%

TwiSer 1% 1% 1% 1% 1% 2% 92% 3%

Blogs 1% 1% 3% 3% 4% 8% 69% 10%

Youtube 2% 3% 11% 10% 12% 22% 38% 2%

Forums 3% 5% 6% 6% 7% 14% 52% 7%

Facebook 13% 14% 12% 8% 5% 7% 40% 1%

Facebook is by far the most popular social media site, with around one in four Defence employees indicating that they use it every day. Forums and YouTube also see a reasonably high level of usage, although less frequent. At the other end of the scale, very few people are using foursquare or Myspace, with of foursquare is particularly low.

How often do you use the following sites? Defence employees Base: Total respondents (Defence n = 1574 (weighted))

HOW OFTEN DO YOU USE THE FOLLOWING SITES? DEFENCE EMPLOYEES

I don’t use it

I’ve never heard of it

Every week

Every month

Less often than every month

Several times a day

Once a day

Every couple of days

Several Once a Every couple Every Every Less often I don’t I’ve never times a day day of days week month than every use it heard of it month

Myspace 0% 0% 0% 0% 0% 2% 91% 6%

foursquare 0% 0% 0% 0% 0% 0% 55% 45%

Flickr/Twitpic etc 0% 0% 0% 1% 2% 3% 65% 29%

LinkedIn 0% 0% 1% 1% 2% 2% 56% 38%

Twitter 1% 1% 1% 1% 1% 2% 92% 3%

Blogs 1% 1% 3% 3% 4% 8% 69% 10%

YouTube 2% 3% 11% 10% 12% 22% 38% 2%

Forums 3% 5% 6% 6% 7% 14% 52% 7%

Facebook 13% 14% 12% 8% 5% 7% 40% 1%


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Public A

Public B

Public C

Rank/Level A DoD

Rank/Level B DoD

Rank/Level C DoD

Rank/Level A Army

Rank/Level B Army

Rank/Level C Army

Rank/Level A Navy

Rank/Level B Navy

Rank/Level C Navy

Rank/Level A RAAF

Rank/Level B RAAF

Rank/Level C RAAF

Facebook use

Several ;mes a day

Once a day


Every week

Every month


I don't use it


Public A 28% 21% 11% 8% 5% 7% 20% 1%

Public B 37% 18% 9% 9% 4% 7% 16% 0%

Public C 33% 19% 9% 10% 4% 5% 19% 0%

Rank/Level A DoD 6% 8% 3% 3% 5% 7% 67% 0%

Rank/Level B DoD 8% 6% 10% 9% 5% 6% 55% 0%

Rank/Level C DoD 14% 11% 12% 4% 2% 5% 49% 3%

Rank/Level A Army 11% 16% 7% 10% 7% 8% 42% 0%

Rank/Level B Army 11% 12% 18% 6% 5% 6% 44% 0%

Rank/Level C Army 16% 20% 15% 8% 5% 8% 26% 1%

Rank/Level A Navy 10% 10% 7% 7% 3% 7% 59% 0%

Rank/Level B Navy 2% 2% 7% 7% 7% 7% 72% 0%

Rank/Level C Navy 21% 21% 13% 9% 5% 9% 21% 1%

Rank/Level A RAAF 13% 14% 14% 6% 2% 9% 43% 0%

Rank/Level B RAAF 8% 11% 5% 16% 5% 6% 48% 2%

Rank/Level C RAAF 17% 14% 18% 7% 7% 9% 25% 2%

Several times a dayOnce a dayEvery couple of daysEvery weekEvery monthLess often than every monthI don't use itI've never heard of it

Within Defence, Facebook is used the most by Rank/Level C. The lowest users are Rank/Level Bs in Army, Navy and RAAF, this is in contrast the Public where Public B are the highest users, all be it by a small margin.



Within Defence, Facebook is used the most by Rank/Level C. The lowest users are Rank/Level Bs in Army, Navy and RAAF. Among the public Public B are the highest users, albeit by a small margin.

About how often would you say you use the following social media sites? Base: Total respondents (Defence n = 1574 (weighted), Public n = 1000)

I don’t use it


Every week

Every month


Several times a day

Once a day


FACEBOOK USE


Public A 28% 21% 11% 8% 5% 7% 20% 1%

Public B 37% 18% 9% 9% 4% 7% 16% 0%

Public C 33% 19% 9% 10% 4% 5% 19% 0%

Rank/Level A DoD 6% 8% 3% 3% 5% 7% 67% 0%

Rank/Level B DoD 8% 6% 10% 9% 5% 6% 55% 0%

Rank/Level C DoD 14% 11% 12% 4% 2% 5% 49% 3%

Rank/Level A Army 11% 16% 7% 10% 7% 8% 42% 0%

Rank/Level B Army 11% 12% 18% 6% 5% 6% 44% 0%

Rank/Level C Army 16% 20% 15% 8% 5% 8% 26% 1%

Rank/Level A Navy 10% 10% 7% 7% 3% 7% 59% 0%

Rank/Level B Navy 2% 2% 7% 7% 7% 7% 72% 0%

Rank/Level C Navy 21% 21% 13% 9% 5% 9% 21% 1%

Rank/Level A RAAF 13% 14% 14% 6% 2% 9% 43% 0%

Rank/Level B RAAF 8% 11% 5% 16% 5% 6% 48% 2%

Rank/Level C RAAF 17% 14% 18% 7% 7% 9% 25% 2%


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Public A

Public B

Public C

Rank/Level A DoD

Rank/Level B DoD

Rank/Level C DoD

Rank/Level A Army

Rank/Level B Army

Rank/Level C Army

Rank/Level A Navy

Rank/Level B Navy

Rank/Level C Navy

Rank/Level A RAAF

Rank/Level B RAAF

Rank/Level C RAAF

Twitter useSeveral ;mes a day

Once a day


Every week

Every month


I don't use it


Public A 6% 4% 8% 3% 5% 7% 66% 1%

Public B 10% 4% 5% 6% 5% 6% 63% 1%

Public C 5% 4% 4% 2% 5% 5% 71% 4%

Rank/Level A DoD 1% 1% 1% 1% 0% 4% 92% 0%

Rank/Level B DoD 1% 0% 1% 1% 1% 3% 93% 1%

Rank/Level C DoD 1% 0% 1% 1% 1% 2% 89% 5%

Rank/Level A Army 0% 2% 2% 0% 1% 3% 90% 2%

Rank/Level B Army 0% 0% 0% 2% 0% 0% 94% 5%

Rank/Level C Army 1% 1% 1% 0% 1% 2% 90% 3%

Rank/Level A Navy 2% 0% 0% 2% 2% 2% 93% 0%

Rank/Level B Navy 0% 0% 0% 0% 0% 0% 98% 2%

Rank/Level C Navy 1% 1% 0% 1% 0% 3% 91% 4%

Rank/Level A RAAF 2% 1% 0% 0% 0% 2% 96% 0%

Rank/Level B RAAF 0% 0% 0% 2% 2% 3% 90% 3%

Rank/Level C RAAF 1% 1% 1% 1% 1% 1% 88% 7%


Across the board awareness of Twitter is high, however this is only reflected in a volume of use by the Public. The highest users of Twitter within Defence are Rank/Level A



Across the board, awareness of Twitter is high; however, this is only reflected in the volume of use by the public. The highest users of Twitter within Defence are Rank/Level A.


I don’t use it


Every week

Every month


Several times a day

Once a day


TWITTER USE


Public A 6% 4% 8% 3% 5% 7% 66% 1%

Public B 10% 4% 5% 6% 5% 6% 63% 1%

Public C 5% 4% 4% 2% 5% 5% 71% 4%

Rank/Level A DoD 1% 1% 1% 1% 0% 4% 92% 0%

Rank/Level B DoD 1% 0% 1% 1% 1% 3% 93% 1%

Rank/Level C DoD 1% 0% 1% 1% 1% 2% 89% 5%

Rank/Level A Army 0% 2% 2% 0% 1% 3% 90% 2%

Rank/Level B Army 0% 0% 0% 2% 0% 0% 94% 5%

Rank/Level C Army 1% 1% 1% 0% 1% 2% 90% 3%

Rank/Level A Navy 2% 0% 0% 2% 2% 2% 93% 0%

Rank/Level B Navy 0% 0% 0% 0% 0% 0% 98% 2%

Rank/Level C Navy 1% 1% 0% 1% 0% 3% 91% 4%

Rank/Level A RAAF 2% 1% 0% 0% 0% 2% 96% 0%

Rank/Level B RAAF 0% 0% 0% 2% 2% 3% 90% 3%

Rank/Level C RAAF 1% 1% 1% 1% 1% 1% 88% 7%


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Public A

Public B

Public C

Rank/Level A DoD

Rank/Level B DoD

Rank/Level C DoD

Rank/Level A Army

Rank/Level B Army

Rank/Level C Army

Rank/Level A Navy

Rank/Level B Navy

Rank/Level C Navy

Rank/Level A RAAF

Rank/Level B RAAF

Rank/Level C RAAF

YouTube useSeveral ;mes a day

Once a day


Every week

Every month


I don't use it


Public A 6% 8% 16% 15% 18% 17% 19% 1%

Public B 4% 10% 24% 21% 14% 17% 10% 0%

Public C 6% 5% 18% 16% 15% 20% 19% 1%

Rank/Level A DoD 2% 1% 6% 11% 8% 36% 35% 0%

Rank/Level B DoD 3% 2% 5% 9% 12% 19% 51% 0%

Rank/Level C DoD 1% 0% 7% 10% 7% 23% 50% 3%

Rank/Level A Army 1% 3% 11% 12% 20% 20% 30% 1%

Rank/Level B Army 2% 1% 6% 8% 11% 25% 44% 2%

Rank/Level C Army 3% 7% 17% 10% 13% 20% 28% 3%

Rank/Level A Navy 0% 2% 11% 3% 11% 28% 44% 0%

Rank/Level B Navy 0% 0% 0% 0% 11% 11% 78% 0%

Rank/Level C Navy 4% 4% 12% 10% 10% 26% 32% 2%

Rank/Level A RAAF 2% 3% 10% 13% 16% 20% 37% 0%

Rank/Level B RAAF 0% 3% 5% 13% 16% 24% 39% 2%

Rank/Level C RAAF 3% 4% 16% 13% 12% 14% 35% 4%


Awareness of YouTube is high for all segments, it’s use is less frequent within Defence.Rank/Level B Navy being the lowest user by a wide margin, with no users more frequent than monthly.



Awareness of YouTube is high for all segments but its use is less frequent within Defence. Rank/Level B Navy are the lowest users by a wide margin, with no users more frequent than monthly.


I don’t use it


Every week

Every month


Several times a day

Once a day


YOUTUBE USE


Public A 6% 8% 16% 15% 18% 17% 19% 1%

Public B 4% 10% 24% 21% 14% 17% 10% 0%

Public C 6% 5% 18% 16% 15% 20% 19% 1%

Rank/Level A DoD 2% 1% 6% 11% 8% 36% 35% 0%

Rank/Level B DoD 3% 2% 5% 9% 12% 19% 51% 0%

Rank/Level C DoD 1% 0% 7% 10% 7% 23% 50% 3%

Rank/Level A Army 1% 3% 11% 12% 20% 20% 30% 1%

Rank/Level B Army 2% 1% 6% 8% 11% 25% 44% 2%

Rank/Level C Army 3% 7% 17% 10% 13% 20% 28% 3%

Rank/Level A Navy 0% 2% 11% 3% 11% 28% 44% 0%

Rank/Level B Navy 0% 0% 0% 0% 11% 11% 78% 0%

Rank/Level C Navy 4% 4% 12% 10% 10% 26% 32% 2%

Rank/Level A RAAF 2% 3% 10% 13% 16% 20% 37% 0%

Rank/Level B RAAF 0% 3% 5% 13% 16% 24% 39% 2%

Rank/Level C RAAF 3% 4% 16% 13% 12% 14% 35% 4%


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Public A

Public B

Public C

Rank/Level A DoD

Rank/Level B DoD

Rank/Level C DoD

Rank/Level A Army

Rank/Level B Army

Rank/Level C Army

Rank/Level A Navy

Rank/Level B Navy

Rank/Level C Navy

Rank/Level A RAAF

Rank/Level B RAAF

Rank/Level C RAAF

LinkedIn useSeveral ;mes a day

Once a day


Every week

Every month


I don't use it


Public A 3% 2% 10% 9% 8% 7% 48% 13%

Public B 2% 5% 3% 11% 9% 9% 48% 14%

Public C 0% 1% 2% 4% 5% 6% 57% 24%

Rank/Level A DoD 0% 0% 2% 1% 3% 3% 66% 24%

Rank/Level B DoD 0% 0% 1% 3% 2% 2% 57% 37%

Rank/Level C DoD 0% 0% 0% 1% 0% 2% 66% 32%

Rank/Level A Army 2% 0% 1% 9% 7% 5% 54% 24%

Rank/Level B Army 0% 0% 0% 0% 0% 0% 61% 39%

Rank/Level C Army 0% 0% 0% 1% 0% 1% 50% 47%

Rank/Level A Navy 0% 0% 3% 2% 0% 8% 61% 26%

Rank/Level B Navy 0% 0% 0% 0% 2% 0% 63% 35%

Rank/Level C Navy 0% 1% 1% 0% 2% 1% 48% 48%

Rank/Level A RAAF 0% 0% 1% 0% 2% 4% 59% 34%

Rank/Level B RAAF 0% 0% 0% 0% 3% 5% 55% 37%

Rank/Level C RAAF 0% 0% 1% 0% 0% 0% 59% 41%


Within Defence awareness of LinkedIn is moderately low with high use reflecting the Public in Level A being the highest users. There are no users of LinkedIn with Rank/Level B Army.



Within Defence, awareness of LinkedIn is moderately low; with high use is reflected in the public responses (Level A being the highest users). There are no users of LinkedIn with in Rank/Level B Army.


I don’t use it


Every week

Every month


Several times a day

Once a day


LINKEDIN USE


Public A 3% 2% 10% 9% 8% 7% 48% 13%

Public B 2% 5% 3% 11% 9% 9% 48% 14%

Public C 0% 1% 2% 4% 5% 6% 57% 24%

Rank/Level A DoD 0% 0% 2% 1% 3% 3% 66% 24%

Rank/Level B DoD 0% 0% 1% 3% 2% 2% 57% 37%

Rank/Level C DoD 0% 0% 0% 1% 0% 2% 66% 32%

Rank/Level A Army 2% 0% 1% 9% 7% 5% 54% 24%

Rank/Level B Army 0% 0% 0% 0% 0% 0% 61% 39%

Rank/Level C Army 0% 0% 0% 1% 0% 1% 50% 47%

Rank/Level A Navy 0% 0% 3% 2% 0% 8% 61% 26%

Rank/Level B Navy 0% 0% 0% 0% 2% 0% 63% 35%

Rank/Level C Navy 0% 1% 1% 0% 2% 1% 48% 48%

Rank/Level A RAAF 0% 0% 1% 0% 2% 4% 59% 34%

Rank/Level B RAAF 0% 0% 0% 0% 3% 5% 55% 37%

Rank/Level C RAAF 0% 0% 1% 0% 0% 0% 59% 41%


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Public A

Public B

Public C

Rank/Level A DoD

Rank/Level B DoD

Rank/Level C DoD

Rank/Level A Army

Rank/Level B Army

Rank/Level C Army

Rank/Level A Navy

Rank/Level B Navy

Rank/Level C Navy

Rank/Level A RAAF

Rank/Level B RAAF

Rank/Level C RAAF

MySpace useSeveral ;mes a day

Once a day


Every week

Every month


I don't use it


Public A 2% 1% 2% 2% 2% 8% 81% 2%

Public B 1% 1% 2% 2% 6% 7% 79% 3%

Public C 1% 1% 2% 2% 2% 9% 77% 6%

Rank/Level A DoD 0% 0% 0% 0% 0% 2% 91% 6%

Rank/Level B DoD 0% 0% 0% 1% 0% 2% 91% 6%

Rank/Level C DoD 0% 0% 0% 0% 0% 2% 89% 10%

Rank/Level A Army 0% 0% 0% 1% 0% 0% 97% 2%

Rank/Level B Army 0% 0% 0% 1% 0% 4% 85% 11%

Rank/Level C Army 0% 0% 0% 0% 1% 3% 90% 6%

Rank/Level A Navy 0% 0% 0% 0% 0% 3% 93% 3%

Rank/Level B Navy 0% 0% 0% 0% 2% 0% 93% 4%

Rank/Level C Navy 0% 0% 0% 0% 0% 4% 90% 6%

Rank/Level A RAAF 0% 0% 0% 0% 0% 1% 96% 3%

Rank/Level B RAAF 0% 0% 0% 0% 0% 3% 90% 6%

Rank/Level C RAAF 0% 0% 0% 0% 1% 2% 89% 8%


Myspace is well known and rarely used, with only 22% of all respondents visiting the site more than monthly, this becomes only 3% within Defence.



Myspace is well known and rarely used, with only 22% of all respondents and 3% within Defence visiting the site more than monthly.


I don’t use it


Every week

Every month


Several times a day

Once a day


MYSPACE USE


Public A 2% 1% 2% 2% 2% 8% 81% 2%

Public B 1% 1% 2% 2% 6% 7% 79% 3%

Public C 1% 1% 2% 2% 2% 9% 77% 6%

Rank/Level A DoD 0% 0% 0% 0% 0% 2% 91% 6%

Rank/Level B DoD 0% 0% 0% 1% 0% 2% 91% 6%

Rank/Level C DoD 0% 0% 0% 0% 0% 2% 89% 10%

Rank/Level A Army 0% 0% 0% 1% 0% 0% 97% 2%

Rank/Level B Army 0% 0% 0% 1% 0% 4% 85% 11%

Rank/Level C Army 0% 0% 0% 0% 1% 3% 90% 6%

Rank/Level A Navy 0% 0% 0% 0% 0% 3% 93% 3%

Rank/Level B Navy 0% 0% 0% 0% 2% 0% 93% 4%

Rank/Level C Navy 0% 0% 0% 0% 0% 4% 90% 6%

Rank/Level A RAAF 0% 0% 0% 0% 0% 1% 96% 3%

Rank/Level B RAAF 0% 0% 0% 0% 0% 3% 90% 6%

Rank/Level C RAAF 0% 0% 0% 0% 1% 2% 89% 8%


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Public A

Public B

Public C

Rank/Level A DoD

Rank/Level B DoD

Rank/Level C DoD

Rank/Level A Army

Rank/Level B Army

Rank/Level C Army

Rank/Level A Navy

Rank/Level B Navy

Rank/Level C Navy

Rank/Level A RAAF

Rank/Level B RAAF

Rank/Level C RAAF

Foursquare useSeveral ;mes a day

Once a day


Every week

Every month


I don't use it


Public A 2% 1% 2% 1% 1% 1% 63% 30%

Public B 1% 2% 2% 2% 3% 1% 61% 29%

Public C 1% 1% 0% 0% 0% 1% 59% 36%

Rank/Level A DoD 0% 0% 0% 0% 0% 2% 58% 40%

Rank/Level B DoD 0% 0% 0% 0% 1% 1% 54% 45%

Rank/Level C DoD 0% 0% 0% 0% 0% 0% 58% 42%

Rank/Level A Army 0% 0% 0% 0% 0% 1% 61% 39%

Rank/Level B Army 0% 0% 0% 0% 0% 0% 57% 43%

Rank/Level C Army 0% 0% 0% 0% 0% 0% 50% 49%

Rank/Level A Navy 0% 0% 0% 0% 0% 2% 61% 38%

Rank/Level B Navy 0% 0% 0% 0% 0% 0% 61% 39%

Rank/Level C Navy 0% 0% 1% 0% 0% 1% 51% 48%

Rank/Level A RAAF 0% 0% 0% 0% 0% 1% 52% 48%

Rank/Level B RAAF 0% 0% 0% 0% 0% 0% 56% 44%

Rank/Level C RAAF 0% 0% 0% 0% 0% 0% 55% 45%


Foursquare has a consistently low awareness and use, the highest users being Public B with only 11% usage. Within Defence only Rank/Level C Navy using the more frequently than every month with 1% using Foursquare every couple of days.



Foursquare has a consistently low awareness and use, the highest users being Public B with only 11% usage. Within Defence, only Rank/Level C Navy use foursquare more frequently than every month, with 1% using foursquare every couple of days.


I don’t use it


Every week

Every month


Several times a day

Once a day


FOURSQUARE USE


Public A 2% 1% 2% 1% 1% 1% 63% 30%

Public B 1% 2% 2% 2% 3% 1% 61% 29%

Public C 1% 1% 0% 0% 0% 1% 59% 36%

Rank/Level A DoD 0% 0% 0% 0% 0% 2% 58% 40%

Rank/Level B DoD 0% 0% 0% 0% 1% 1% 54% 45%

Rank/Level C DoD 0% 0% 0% 0% 0% 0% 58% 42%

Rank/Level A Army 0% 0% 0% 0% 0% 1% 61% 39%

Rank/Level B Army 0% 0% 0% 0% 0% 0% 57% 43%

Rank/Level C Army 0% 0% 0% 0% 0% 0% 50% 49%

Rank/Level A Navy 0% 0% 0% 0% 0% 2% 61% 38%

Rank/Level B Navy 0% 0% 0% 0% 0% 0% 61% 39%

Rank/Level C Navy 0% 0% 1% 0% 0% 1% 51% 48%

Rank/Level A RAAF 0% 0% 0% 0% 0% 1% 52% 48%

Rank/Level B RAAF 0% 0% 0% 0% 0% 0% 56% 44%

Rank/Level C RAAF 0% 0% 0% 0% 0% 0% 55% 45%

Date post:	01-Feb-2018
Category:	Documents
Upload:	lynguyet
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ANNEX 1 QUALITATIVE AND QUANTITATIVE RESEARCH 1 (a... · This review undertook qualitative and...

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