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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
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Media Literacy: Understanding Digital Capabilities November 2014 – final report
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
The Purpose of this Research
Measure the current state of the nation with regards to internet access and use 1
Gauge how 7 segments based on internet habits and attitudes fall out in the population in 2014 compared to 2 years previous 3
Understand what the current barriers to going online are for those who are not online 2
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Key groups:- Definitions
Lapsed users- These are non-users who used to be online but they never use the internet nowadays, this could be for a variety of reasons
Proxy users- These are non-users who never use the internet themselves but get someone else to use it on their behalf
Non-users- These are people who don’t currently use the internet but they could have used in the past or they get someone else to use the internet on their behalf
Never used and no proxy- These are non-users who don’t currently use the internet, never have and never get someone else to use the internet on their behalf
Unskilled onliners- These are internet users who can’t complete the 4 basic tasks*; send emails, general surfing/browsing, using a search engine, complete online application forms which include personal details
Skilled onliners- These are users who can complete the 4 basic tasks*; send emails, general surfing/browsing, using a search engine, complete online application forms which include personal details
Segments- Descriptions can be found in the 2012 full report * Go On defined the 4 basic tasks in September 2013
Understanding the current State of the Nation
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Understanding how the UK population sits within internet use
UK Adult (15+) Population
2012 = 50.2m* 2013 = 51.4m* 2014 = 53.0m*
2012: 79% Users = 39.5m 2013: 86% Users = 44.4m 2014: 84% Users = 44.7m
2012: 21% Non-users = 10.6m 2013: 14% Non-users = 7.1m 2014: 16% Non-users = 8.3m
*Source: ONS, NRS & RAJAR Users: Q. Which of these best describes how often you go online or use the internet nowadays?
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
Difference between the number of non-users is significant 2012 to 2014 but not significant 2013 vs. 2014
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
The number of users in the bottom 2 segments has dropped by 9% points since 2012
Q. Which of these best describes your use of the internet? All internet users 2012: 1536 , 2014, 1897 (unweighted)
13%
79%
21%
84%
12%
13%
13%
15%
8%
8%
16%
17%
14%
12%
21%
14%
3%
<1%
Segment
Total internet users
Segment
Total internet users
Hi-tech Influencers
Eager Enthusiasts
Traditional Followers
Trend-setting wannabes
Functional Users
Willing Worriers
Concerned Resistors
Not categorised
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
2012
2014
3 in 4 users now fall in to the high user groups compared to less than 2 in 3 users falling into these groups 2 years ago
Blue= High internet use Green= Medium internet use Red= Low internet use
26% 74%
62% 35% *Rebased on only those who fall into a segment
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
2012 21% Non-
users = 10.6m
5% Lapsed users = 2.5m
9% Proxy users = 4.6m
10% Never used & no proxy use 5.2m
2014 16% Non-
users = 8.3m
2% Lapsed users = 1.3m
6% Proxy users = 3.1m
9% Never used & no proxy use 4.6m
2013 14% Non-
users = 7.0m
2% Lapsed users = 1.0m
6% Proxy users = 3.2m
7% Never used & no proxy use 3.6m
Understanding how the UK Offline population sits within internet use
Q. Which of these best describes how often you go online or use the internet nowadays?/ Q. Have you EVER used the internet at all through any device?/ Q. Do you ever get someone else to use the internet on your behalf?/ Q. Are you likely to use the internet in the future?
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
6% 7%
6%
11%
18%
51%
2% 3% 5%
9%
19% 62%
15-17 18-24 25-34 35-44 45-54 55-64 65+
Most adult internet users have been online for over 6 years, with older ages dominating those not yet online
5% 5% 8% 4%
10% 6%
6% 3%
2012 2014
More than 6 years 5 - 6 years 3 - 5 years 1 - 3 years Less than a year
71%
Biases still exist amongst internet users
Males, younger age groups and higher social grades have
typically been online longer
Internet newcomers 2012: 9% of adults had come online within the last 2 years
82%
2014: 7% of adults had come online within the last 2 years
Outer ring = 2014 Inner ring = 2012
Users: Q. Which of these best describes how often you go online or use the internet nowadays? Q.INTTEN And for how long have you had access to the internet?
Those 55+ make up 8 in 10
non-users in 2014, up from 69% in 2012
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
Age profile of non-users
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Average 3.23 web enabled devices owned (vs. 2.3 in 2012)
On average UK adults now have 1 more type of device in their household than they did in 2012
0% 10% 20% 30% 40% 50%
0 1 2 3 4 5 6 7+
2012 2014
0% 10% 20% 30% 40% 50%
0 1 2 3 4 5 6 7+
Number of different web enabled devices owned in household
Average 2.37 ever used to access web (vs. 2.1 in 2012)
Number of different web enabled devices used to access the internet
Q1 asked to all respondents 15+: Base 2012: 2056 Base 2014: 2287 (Unweighted)
Q2 asked to all who have any internet enabled device in hh 15+: UW Base 2012: 1491 UW Base 2014: 1979 Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Tablet ownership has almost tripled in the past 2 years
12 34
10 16
84
43
65
35
72
77
23 % Adults own in HH 2014
PC/Laptop
35 34
Games console
Smartphone Tablet computer
Internet enabled TV set
7 10
90 Blu-ray that
streams
% Adults own in HH 2012
Q1 Which of the following do you have in your household? asked to all respondents 15+: Base 2012: 2056 Base 2014: 2287 (Unweighted)
87% of adults have any internet enabled device in their home vs. 82% in 2012
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Despite stable PC and laptop ownership, the number of users of these devices to go online has declined
6%
8%
10%
11%
28%
29%
53%
82%
85%
9%
4%
12%
11%
11%
30%
31%
94%
96%
PC/desktop/Laptop -‐ Public place
TV set with built in internet
PC/desktop/Laptop -‐ Someone else's home
Games console
Tablet
PC/desktop/Laptop -‐ Work/school/college
Smartphone
PC/desktop/Laptop -‐Home
PC/desktop/Laptop (any)
2012 Users
2014 Users
Devices EVER used to access internet based on those who have internet enabled device in household
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
Q2 And through which of these, if any, do you personally EVER access the internet? It does not matter whether the equipment belongs to you or not. asked to all who have any internet enabled device in hh 15+: Base 2012: 1491 Base 2014: 1979 (Unweighted)
Smartphone and tablet usage has increased significantly since 2012
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Adults in 2014 can do more tasks online than they could in 2012 - 1 in 7 have done all 26 surveyed vs. 1 in 20 in 2012
0%
5%
10%
15%
20%
0 2 4 6 8 10 12 14 16 18 20 22 24 26
2012 2014
Q15 (2012) Q8b (2014) For each one we would like to understand whether you have done it or not and how well you can do it. All who use the Internet 15+ : Base 2012: 1536 UW Base 2014: 1897 (Unweighted)
No. tasks ever tried Low Med High
2012 8% 0-6
Tasks
82% 7-24 tasks
10% 25-26 tasks
2014 5% 0-6
Tasks
71% 7-24 tasks
24% 25-26 tasks
% adults 15+ who have ever done
On average, adults can do 19.86 tasks This compares to 17.21 tasks in 2012
Number of tasks ever done
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
Understanding the current barriers to going online
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Non-users are more likely to live in the North East, West and Wales and East Anglia
84% 90% 89% 87% 85% 84% 82% 82% 80% 79% 79% 75%
16% 10% 11% 13% 15% 16% 18% 18% 20% 21% 21% 25%
UK
Southe
rn
Lond
on
Yorkshire
Scotland
North W
est
Central
NI
South West
Anglia
Wales and
West (HT
V)
NEast
Users Non-‐users
Q. Frequency of accessing the internet -15+ All 2287, Anglia 170, Central 219, London 423, NI 120, North East 147, North West 232, Scotland 217, Southern 248, Wales and west 212, South West 131, Yorkshire 168 (Unweighted)
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
Significantly higher vs. North West, Anglia, London, Southern, Scotland
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Those who are not online are biased towards older age groups and lower social grades
Q6 Please can you tell me how much you feel you know about the internet? Q7a, Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online 314, (Unweighted)
ACCESS AND AFFORDABILITY Access is a key barrier (42% net); 19% claim no access to a computer. Affordability (14% net) is less of an issue, just under 1 in 10 cite inability to afford a computer.
14% affordability (net)
DEMOGRAPHICS Age and income related demographics are still apparent amongst non-users
68% 4.7m
73% 5.1m
56% 3.9m
are 65+ are C2DE have no formal qualification
Female
AWARENESS OF THE WEB Awareness of the internet is almost total (96%), however this is awareness of the term/phrase with 68% of non-users feeling they know almost nothing about it, particularly those 65+.
96%
AWARENESS OF THE TERM/PHRASE
68%
NON-USERS FEELING THEY KNOW ALMOST NOTHING ABOUT IT
LACK OF INTEREST Lack of interest is top barrier (77% net)
3.4m 2.5m
not interested
50%
don’t need it 38%
uncomfortable with technology
12%
don’t know how to use it
11%
Knowledge and concerns are real barriers too (28% net)
0.7m 0.8m
56% 4.0m
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
1.0m
Non- users/Not lapsed
Confidence intervals need to be considered when looking at smaller sample sizes and grossing to the population. With this unweighted base of 314, a result of 50% is accurate
to +/- 6%, a result of 10% or 90% is accurate to +/- 3% (at the 95% confidence level)
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Similarly those who get someone else to use the internet on their behalf are biased towards older age groups and lower social grades
ACCESS AND AFFORDABILITY Access is a key barrier (46% net); 18% claim no access to a computer. Affordability (12% net) is less of an issue with 5% saying they need other things more.
DEMOGRAPHICS Age and income related demographics are still apparent amongst proxy users
59% 1.8m
66% 2.1m
53% 1.6m
are 65+ are C2DE have no formal qualification
AWARENESS OF THE WEB Awareness of the internet is total (100%), however this is awareness of the term/phrase with 47% of proxy users feeling they know almost nothing about it, particularly those 65+.
100%
AWARENESS OF THE TERM/PHRASE
47%
PROXY USERS FEELING THEY KNOW ALMOST NOTHING ABOUT IT
LACK OF INTEREST
1.2m 0.9m
not interested
40%
don’t need it
30%
not confident with PC/web
13%
don’t know how to use it 12%
Knowledge and concerns are real barriers too (28% net)
0.4m 0.4m
Female
56% 1.8m
0.4m
Q6 Please can you tell me how much you feel you know about the internet? Q7a, Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , but get someone else to use the internet for them 151 (Unweighted)
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
Lack of interest is a top barrier (57% net)
Proxy users
12% affordability (net)
Confidence intervals need to be considered when looking at smaller sample sizes and grossing to the population. With this unweighted base of 147, a result of 50% is accurate
to +/- 8%, a result of 10% or 90% is accurate to +/- 5% (at the 95% confidence level)
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Lapsed users are also biased towards older age groups and lower social grades
ACCESS AND AFFORDABILITY Access is a key barrier (48% net); 27% claim no access to a computer This is less of an issue than affordability (27% net). 1 in 10 cite inability to afford a computer.
DEMOGRAPHICS Age and income related demographics are still apparent amongst lapsed users
are 55+ are C2DE have no formal qualification
AWARENESS OF THE WEB All lapsed users claim to be aware of the phrase, but despite being users of the internet in the past 16% feel they know almost nothing about it. .
100%
AWARENESS OF THE TERM/PHRASE
16%
LAPSED USERS FEELING THEY KNOW ALMOST NOTHING ABOUT IT
LACK OF INTEREST Lack of interest is top barrier (57% net)
0.4m 0.4m
not interested
29%
don’t need it 28%
uncomfortable with technology
16%
worried about security
14%
Knowledge and concerns are real barriers too (28% net)
0.2m 0.2m
Female
53% 0.7m
0.4m
59% 0.8m
70% 1.0m
37% 0.5m
Q6 Please can you tell me how much you feel you know about the internet? Q7a, Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , but used to 65 (Unweighted)
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
27% affordability (net)
Lapsed users
Confidence intervals need to be considered when looking at smaller sample sizes and grossing to the population. With this unweighted base of 63, a result of 50% is accurate to
+/- 12%, a result of 10% or 90% is accurate to +/- 7% (at the 95% confidence level)
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Barriers for internet use amongst those who have never used the internet but are aware of it (1)
60%
23%
34%
8%
8%
9%
3%
40%
23%
19%
9%
3%
5%
2%
1%
2%
2%
77%
50%
38%
9%
9%
5%
4%
28%
12%
11%
9%
5%
5%
3%
2%
1%
1%
INTEREST AND USAGE (net)
I am not interested in it
I don't need it
I would not use it enough
It's not for people my age
It doesn't provide anything I can't get elsewhere
I don't have time to use it
KNOWLEDGE / CONCERNS (net)
I am not comfortable with technology
I don't know how to use it
I am not confident with how to use a PC/web
Don't know what internet is and offers
I am worried about security /ID theft/fraud/privacy
Don't want to get addicted/would stop me doing other things
There is too much inappropriate content
Worried I may break something/get stuck
I don't know where to get it from
Non user/Not lapsed - reasons for never using (2012) Non user/Not lapsed - reasons for never using (2014)
% Reasons why not accessed the internet
Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , 2012 391, 2014 314 (Unweighted)
5.2m
2.0m
2014 nets
Interest and Usage 77%
Access 42%
Knowledge/concerns 28%
Affordability 14%
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
Greater barrier vs. 2012
Less of a barrier vs. 2012
- Lack of interest - Not comfortable with technology
- Can ask others - Don’t know how to use it
- Don’t have access to computer
- Can’t afford internet connection
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Barriers for internet use amongst those who have never used the internet but are aware of it (2)
28%
10%
15%
6%
2%
1%
16%
9%
5%
7%
3%
2%
1%
42%
20%
19%
10%
5%
2%
14%
8%
5%
4%
3%
1%
1%
ACCESS (net)
I can ask others to use it for me
I don't have a computer or access to one
I don't have a landline phone
I am not physically able to use a computer
I don't have access to a public place with a computer
AFFORDABILITY (net)
I can't afford a computer
I need other things more
I can't afford an internet connection
I don't want to pay a monthly fee
I don't want to sign a 12 month contract
Other
Non user - reasons for never using (2012) Non user - reasons for never using (2014)
% Reasons why not accessed the internet
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
2.8m
1.0m
Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , 2012 391, 2014 314 (Unweighted)
2014 nets
Interest and Usage 77%
Access 42%
Knowledge/concerns 28%
Affordability 14%
Greater barrier vs. 2012
Less of a barrier vs. 2012
- Lack of interest - Not comfortable with technology
- Can ask others - Don’t know how to use it
- Don’t have access to computer
- Can’t afford internet connection
20
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
For non users who claim not to be interested in using the internet, access and affordability are also key barriers
44%
20%
28%
7%
5%
2%
19%
11%
8%
6%
2%
2%
42%
20%
19%
10%
5%
2%
14%
8%
5%
4%
3%
1%
ACCESS (net)
I can ask others to use it for me
I don't have a computer or access to one
I don't have a landline phone
I am not physically able to use a computer
I don't have access to a public place with a computer
AFFORDABILITY (net)
I can't afford a computer
I need other things more
I can't afford an internet connection
I don't want to pay a monthly fee
I don't want to sign a 12 month contract
Non user - Filter: not interested in using (2014) Non user - All (2014)
% Key reasons why not accessed the internet
Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , 2014 314 2014 say not interested 64(Unweighted)
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
Greater barrier vs. all non users
- Can’t afford a computer
- Need other things more
- Don’t have access to computer
21
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
For non users who claim not to be interested (net) in using the internet, access is less of an issue but affordability is key barrier
35%
18%
22%
6%
5%
2%
16%
8%
7%
5%
4%
1%
42%
20%
19%
10%
5%
2%
14%
8%
5%
4%
3%
1%
ACCESS (net)
I can ask others to use it for me
I don't have a computer or access to one
I don't have a landline phone
I am not physically able to use a computer
I don't have access to a public place with a computer
AFFORDABILITY (net)
I can't afford a computer
I need other things more
I can't afford an internet connection
I don't want to pay a monthly fee
I don't want to sign a 12 month contract
Non user - Filter: interest (net) (2014) Non user - All (2014)
% Key reasons why not accessed the internet
Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , 2014 314 2014 say not interested (net) 87(Unweighted)
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
Greater barrier vs. all non users
- Can’t afford a computer
- Can’t afford a connection
- Don’t have access to computer
22
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
For non users who access (net) is a barrier knowledge and affordability are also key barriers
37%
18%
16%
14%
5%
8%
5%
5%
19%
10%
6%
6%
6%
3%
28%
12%
11%
9%
5%
5%
3%
2%
14%
8%
5%
4%
3%
1%
KNOWLEDGE / CONCERNS (net)
I am not comfortable with technology
I don't know how to use it
I am not confident with how to use a PC/web
Don't know what internet is and offers
I am worried about security /ID theft/fraud/privacy
Don't want to get addicted/would stop me doing other things
There is too much inappropriate content
AFFORDABILITY (net)
I can't afford a computer
I need other things more
I can't afford an internet connection
I don't want to pay a monthly fee
I don't want to sign a 12 month contract
Non user - Filter: access (net) (2014) Non user - All (2014)
Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , 2014 314 2014 say access (net) 143 (Unweighted)
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
Greater barrier vs. all non users
- Not comfortable with technology
- Don’t know how to use it
- Not confident using PC/Web
- Don’t want to pay a monthly fee
% Key reasons why not accessed the internet
23
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
For non users where knowledge (net) is a barrier, interest is less of an issue but access and affordability are also key barriers
55%
32%
25%
14%
11%
2%
24%
10%
9%
5%
9%
4%
42%
20%
19%
10%
5%
2%
14%
8%
5%
4%
3%
1%
ACCESS (net)
I can ask others to use it for me
I don't have a computer or access to one
I don't have a landline phone
I am not physically able to use a computer
I don't have access to a public place with a computer
AFFORDABILITY (net)
I can't afford a computer
I need other things more
I can't afford an internet connection
I don't want to pay a monthly fee
I don't want to sign a 12 month contract
Non user - Filter: knowledge (net) (2014) Non user - All (2014)
% Reasons why not accessed the internet
Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , 2014 314 2014 say knowledge/concerns (net) 87 (Unweighted)
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
Greater barrier vs. all non users
- I can ask others
- Don’t have a computer
- Can’t afford a computer
- Don’t want to pay a monthly fee
24
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Greater barrier vs. 2012
Less of a barrier vs. 2012
- Lack of interest - Don’t know how to use it
- Can ask others - Not comfortable with technology
- Can’t afford internet connection
Barriers for internet use amongst those who get someone else to use the internet for them (1)
65%
30%
34%
15%
6%
10%
5%
48%
11%
25%
26%
10%
3%
4%
1%
1%
3%
57%
40%
30%
10%
8%
5%
4%
28%
13%
12%
11%
7%
3%
3%
3%
1%
0%
INTEREST AND USAGE (net)
I am not interested in it
I don't need it
I would not use it enough
It's not for people my age
It doesn't provide anything I can't get elsewhere
I don't have time to use it
KNOWLEDGE / CONCERNS (net)
I am not confident with how to use a PC/web
I don't know how to use it
I am not comfortable with technology
I am worried about security /ID theft/fraud/privacy
Don't know what internet is and offers
Don't want to get addicted/would stop me doing other
There is too much inappropriate content
I don't know where to get it from
Worried I may break something/get stuck
Proxy users - reasons for never using (2012)
Proxy users- reasons for never using (2014)
% Reasons why not accessed the internet
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , but get someone else to use the internet for them 2012 144, 2014 151 (Unweighted)
1.8m
0.9m 2014 nets
Interest and Usage 57%
Access 46%
Knowledge/concerns 28%
Affordability 12%
25
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Barriers for internet use amongst those who get someone else to use the internet for them (2)
37%
22%
18%
4%
2%
2%
15%
9%
7%
5%
3%
7%
1%
46%
34%
18%
5%
5%
2%
12%
5%
5%
3%
1%
2%
0%
ACCESS (net)
I can ask others to use it for me
I don't have a computer or access to one
I don't have a landline phone
I am not physically able to use a computer
I don't have access to a public place with a computer
AFFORDABILITY (net)
I need other things more
I can't afford a computer
I don't want to pay a monthly fee
I don't want to sign a 12 month contract
I can't afford an internet connection
Other
Proxy users- reasons for never using (2012) Proxy users- reasons for never using (2014)
% Reasons why not accessed the internet
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , but get someone else to use the internet for them 2012 144, 2014 151 (Unweighted)
1.4m
0.4m
2014 nets
Interest and Usage 57%
Access 46%
Knowledge/concerns 28%
Affordability 12%
Greater barrier vs. 2012
Less of a barrier vs. 2012
- Lack of interest - Don’t know how to use it
- Can ask others - Not comfortable with technology
- Can’t afford internet connection
26
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
For proxy users who are not interested, access and knowledge are also key barriers
63%
45%
35%
6%
8%
31%
13%
16%
13%
11%
6%
4%
8%
46%
34%
18%
5%
5%
28%
13%
12%
11%
7%
3%
3%
3%
ACCESS (net)
I can ask others to use it for me
I don't have a computer or access to one
I don't have a landline phone
I am not physically able to use a computer
KNOWLEDGE / CONCERNS (net)
I am not confident with how to use a PC/web
I don't know how to use it
I am not comfortable with technology
I am worried about security /ID theft/fraud/privacy
Don't know what internet is and offers Don't want to get addicted/would stop me doing other
things
There is too much inappropriate content
Proxy users - Filter: not interested in using (2014)
Proxy users- All (2014)
% Key reasons why not accessed the internet
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , but get someone else to use the internet for them 2014 151 2014 not interested 64 (Unweighted)
Greater barrier vs. all proxy users
- Can ask others
- Don’t have a computer
- Don’t know how to use it
- Don’t need it
- Would not use it enough
27
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
For proxy users who are not interested (net), access and knowledge are also key barriers
52%
39%
28%
6%
6%
3%
35%
14%
14%
17%
11%
4%
5%
5%
1%
0%
46%
34%
18%
5%
5%
2%
28%
13%
12%
11%
7%
3%
3%
3%
1%
0%
ACCESS (net)
I can ask others to use it for me
I don't have a computer or access to one
I don't have a landline phone
I am not physically able to use a computer
I don't have access to a public place with a computer
KNOWLEDGE / CONCERNS (net)
I am not confident with how to use a PC/web
I don't know how to use it
I am not comfortable with technology
I am worried about security /ID theft/fraud/privacy
Don't know what internet is and offers
Don't want to get addicted/would stop me doing other
There is too much inappropriate content
I don't know where to get it from
Worried I may break something/get stuck
Proxy users - Filter: interest (net) (2014)
Proxy users- All (2014)
% Key reasons why not accessed the internet
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , but get someone else to use the internet for them 2014 151 2014 not interested (net) 87 (Unweighted)
Greater barrier vs. all proxy users
- Can ask others
- Don’t have a computer
- Don’t know how to use it
- Not comfortable with technology
- Worried about security
28
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
For proxy users who lack access (net), interest and knowledge are also key barriers
66%
55%
39%
18%
3%
10%
4%
46%
21%
23%
19%
12%
6%
4%
7%
57%
40%
30%
10%
8%
5%
4%
28%
13%
12%
11%
7%
3%
3%
3%
INTEREST AND USAGE (net)
I am not interested in it
I don't need it
I would not use it enough
It's not for people my age
It doesn't provide anything I can't get elsewhere
I don't have time to use it
KNOWLEDGE / CONCERNS (net)
I am not confident with how to use a PC/web
I don't know how to use it
I am not comfortable with technology
I am worried about security /ID theft/fraud/privacy
Don't know what internet is and offers
Don't want to get addicted/would stop me doing other
There is too much inappropriate content
Proxy users - Filter: access (net) (2014) Proxy users- All (2014)
% Key reasons why not accessed the internet
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Adults 15+: who are not online , but get someone else to use the internet for them 2014 151 2014 access (net) 70 (Unweighted)
Greater barrier vs. all proxy users
- I am not interested
- Don’t need it
- Would not use it enough
- Not confident
- Not comfortable
29
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Barriers for internet use amongst those who are not online but have used the internet before (1)
52%
31%
19%
16%
6%
3%
2%
17%
6%
4%
11%
1%
3%
3%
2%
57%
29%
28%
10%
5%
4%
1%
28%
14%
16%
10%
6%
4%
1%
0%
INTEREST AND USAGE (net)
I am not interested in it
I don't need it
I would not use it enough
It doesn't provide anything I can't get elsewhere
I don't have time to use it
It's not for people my age
KNOWLEDGE / CONCERNS (net)
I am worried about security /ID theft/fraud/privacy
I am not comfortable with technology
I am not confident with how to use a PC/web
Worried I may break something/get stuck
There is too much inappropriate content
Don't want to get addicted/would stop me doing other things
I don't know where to get it from
Lapsed users- reasons for lapsed use (2012) Lapsed users- reasons for lapsed use (2014)
Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Non users of the internet (lapsed use), Adults 15+ 2012 111, 2014 65 (Unweighted)
% Reasons why not accessed the internet
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
0.7m
0.4m 2014 nets
Interest and Usage 57%
Access 48%
Affordability 27%
Knowledge/concerns 28%
Greater barrier vs. 2012
Less of a barrier vs. 2012
- Don’t need it - Would not use it enough
- Worried about security
- Don’t have a computer
- Not comfortable with technology
- Now I ask others
- I need other things more
- Don’t want to sign a 12 month contract
30
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Barriers for internet use amongst those who are not online but have used the internet before (2)
43%
22%
19%
14%
1%
1%
29%
13%
5%
14%
6%
13%
2%
48%
27%
25%
12%
1%
0%
27%
16%
14%
10%
10%
4%
6%
ACCESS (net)
I don't have a computer or access to one anymore
I don't have a landline phone anymore
Now I ask others to use it for me if I need to use it
I am not physically able to use a computer anymore I don't have access to a public place with a computer
anymore
AFFORDABILITY (net)
I can't afford an internet connection
I need other things more
I don't want to pay a monthly fee
I can't afford a computer/to fix it
I don't want to sign a 12 month contract
Other
Lapsed users- reasons for lapsed use (2012) Lapsed users- reasons for lapsed use (2014)
% Reasons why not accessed the internet
Q9a/Q9b, Q7a/Q7b. Here are some reasons why people have not accessed the internet at all. Please tell me all the reasons which apply to you. Non users of the internet (lapsed use), Adults 15+ 2012 111, 2014 65 (Unweighted)
0.6m
0.4m
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
2014 nets
Interest and Usage 57%
Access 48%
Affordability 27%
Knowledge/concerns 28%
Greater barrier vs. 2012
Less of a barrier vs. 2012
- Don’t need it - Would not use it enough
- Worried about security
- Don’t have a computer
- Not comfortable with technology
- Now I ask others
- I need other things more
- Don’t want to sign a 12 month contract
Segmenting the internet population: How do the segments compare to 2012?
32
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
The internet population divides into 7 segments
13%
13%
13%
8% 17%
14%
22%
21%
13%
15% 8%
17%
12%
14%
INTERNET POPULATION
Hi-tech Influencers
Eager Enthusiasts
Traditional Followers
Trend-setting wannabes
Functional Users
Willing Worriers
Concerned Resistors
Outer ring = 2014 Innner ring = 2012
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
2012 15+: Total 1483, Hi-tech Influencers: 174, Eager Enthusiasts: 174, Traditional Followers: 205, Trend-setting wannabes: 114, functional users: 235, Willing Worriers: 211, Concerned Resistors: 370 (Unweighted) 2014 15+ Total 1893, Hi-tech influencers: 399, Eager Enthusiasts: 256, Traditional Followers: 279, Trend-setting wannabes: 149, Functional Users: 310, Willing Worriers: 236, Concerned Resistors: 264 (Unweighted)
Higher vs. 2012
Stable vs. 2012
Lower vs. 2012
33
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
94% 97%
73% 80% 73% 82%
66% 84%
59% 64% 65% 71%
35% 38% 50%
63%
3% 3%
15% 13%
19% 14%
25%
11%
20% 22% 23% 15%
27% 19%
15%
11%
Hi-tech Influencers
2012
Hi-tech Influencers
2014
Eager Enthusiasts
2012
Eager Enthusiasts
2014
Traditional Followers 2012
Traditional Followers 2014
Trend-setting wannabes
2012
Trend-setting wannabes
2014
Functional Users 2012
Functional Users 2014
Willing Worriers 2012
Willing Worriers 2014
Concerned Resistors 2012
Concerned Resistors 2014
Total 2012 Total 2014
Around once a day Several times a day
Frequency of accessing the internet
HIGH USER MEDIUM USER LOW USER
2012 15+: Total 1483, Hi-tech Influencers: 174, Eager Enthusiasts: 174, Traditional Followers: 205, Trend-setting wannabes: 114, functional users: 235, Willing Worriers: 211, Concerned Resistors: 370 (Unweighted) 2014 15+ Total 1893, Hi-tech influencers: 399, Eager Enthusiasts: 256, Traditional Followers: 279, Trend-setting wannabes: 149, Functional Users: 310, Willing Worriers: 236, Concerned Resistors: 264 (Unweighted)
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
34
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
§ Least social
§ Least likely to be able to do all they need/want to online
§ Rely on others and courses, etc for help on the internet
§ Feels they are getting left behind with lack of knowledge and use of the internet
§ Most likely to be able to live without the internet
§ Concerned about online privacy
§ Don't like to try new things on the internet in case do something wrong
§ Wants to learn more but don't know where to start
Concerned Resistors (14% vs. 22% in 2012)
2.0 (vs. 1.4)
INTERNET DEVICES IN HOUSEHOLD (TOP TWO)
36% SMART PHONE
83% PC /
LAPTOP
1.2 (vs. 1.1)
DEVICES USED TO ACCESS INTERNET (TOP TWO)
83% PC /
LAPTOP
14% SMART PHONE
LIGHT USER
Age 65+ 40%
Age 45+
60% FEMALE
SPREAD OF SEG
2012 Figures in ( )
(vs. 19%) (vs. 96%) (vs. 3%)
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
Unskilled concerned resistors
54%
68%
55+ C2DE
58%
No formal qualification
43%
Female
35
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Concerned Resistors (14% vs. 22% in 2012)
1.3 (vs. 3.7)
WOULD LIKE TO BE ABLE TO DO
COMPLETELY ABLE TO DO AV 6.4
BASIC ONLINE TASKS - % Could do (net)
8%
EDIT VIDEO (vs. 19%)
11%
SET AND CONTROL INTERNET SECURITY THROUGH BROWSER
SETTINGS (vs. 23%)
9%
COPY OR MOVE FILES (vs. 20%)
9%
DOWNLOAD SOFTWARE (vs. 19%)
DELETE COOKIES (vs. 14%)
5%
VIDEO PHONE CALLS (vs.
18%)
8%
INSTALL SECURITY FEATURES (vs. 20%)
9%
CONTRIBUTE TO BLOGS (vs.
18%)
7%
UPLOAD PHOTOS OR VIDEOS (vs.
18%)
8%
88%
75%
92%
93%
USE A SEARCH ENGINE
77%
SEND EMAIL
72%
72% can do all 4 basic
tasks
2012 Figures in ( ) Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
CREATE MAINTAIN WEBSITE (vs. 16%)
6%
36
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
§ Enjoy figuring out how technology works
§ Be the first to try out new technology
§ Enjoy keeping up with current technological trends
§ Like to keep up to date with what is going on around the world
§ Like to find out things for self
§ Don't want to get left behind
§ Concerned about online privacy
Willing Worriers (12% vs. 14% in 2012)
3.2 (vs. 2.6) INTERNET DEVICES IN HOUSEHOLD (TOP THREE)
67% SMART PHONE
88% PC /
LAPTOP
1.9 (vs. 1.7) DEVICES USED TO ACCESS INTERNET (TOP TWO)
88% PC /
LAPTOP
45% SMART PHONE
MEDIUM USER
Age 45-54 20%
35% TABLET
ABC1
Age 35+ 61%
MALE
2012 Figures in ( )
(vs. 24%) (vs. 11%) (vs. 96%)
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
37
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Willing Worriers (12% vs. 14% in 2012)
0.4 WOULD LIKE TO BE ABLE TO DO
TASKS COMPLETELY ABLE TO DO AV 19
(They are more likely to be completely able to do the tasks below – 80% +)
BASIC ONLINE TASKS - % Could do (net)
9%
CREATE MAINTAIN WEBSITE (vs. 18%)
8%
EDIT VIDEO (vs. 20%)
SEARCH ENGINE DOWNLOAD
SOFTWARE WATCH VIDEOS/
TV SHOWS/FILMS
COPY/MOVE FILE
UPLOAD PHOTOS /
VIDEOS
DELETE WEB HISTORY
LISTEN TO MUSIC
BUY PRODUCTS ONLINE EMAIL COMPLETE
ONLINE FORMS SEARCH/ ACCESS
INFO ONLINE SEARCH FOR AND MAKE BOOKINGS
100%
100%
99%
98%
97% can do all 4 basic
tasks
2012 Figures in ( ) Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
38
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Key insights into internet users
The proportion of internet users has increased The proportion of adult internet users has increased by 5 % points to 84% since 2012, with a corresponding (and equal) drop in the proportion of non-users, to 16%. A likely reason is greater ownership of internet enabled devices (up 5 % points to 87%), with the increase driven largely by higher tablet ownership
1
Amongst users, fewer now fall into the least able segments The 2 less proficient internet user segments from 2012, (Willing Worriers and Concerned Resistors) have both shrunk in size; now comprising 26% of internet users compared to 36% in 2012 (a drop of 2 % points for Willing Worriers to 12%, and a larger drop of 8 % points for the less able Concerned Resistors)
3
Internet users have become more able online The proportion of users who could complete nearly all 26 tasks surveyed has more than doubled from 10% to 24%, with just 5% only able to do up to 6 online tasks (down from 8%)
2
39
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Key insights into the digital skills threshold
94% of internet users fall above the digital skills threshold Nearly all internet users can perform the 4 most basic online tasks (general surfing, search, email and online forms), up from 90% in 2013; however those who fall below the digital threshold are very different, both attitudinally as well as behaviourally
4
Just under 1 in 5 adults fall below the digital skills threshold 20% of adults fall below this threshold with the vast majority not online. Of these around half have never used the internet and do not have a proxy user, and so getting non-users online in the first place is key to getting them above the digital skills threshold
5
40
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Key insights into non-users of the internet
Despite a smaller proportion of non-users, fewer have proxy users 6% of non-users engage with the internet via proxy users (effectively reducing non-users to 10%), however this has declined from 9% of non-users having proxy users in 2012
6
Non users tend to be older The older age bias for non-users is strengthening; 81% are 55+ vs. 69% in 2012, (although all ages fall into the non-user group)
7
Apathy is the greatest barrier with knowledge and access less so Apathy is a greater barrier now than in 2012 (up from 60% to 77%) including a lack of interest in the internet (50%) and not feeling they need to use it (38%). However fewer state lack of knowledge about the internet than they did in 2012 (28% vs. 40%), with affordability at a much lower level (14%)
8
Appendix:
42
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Search engines, email and accessing information are the most popular tasks to have been tried online
97%
95%
92%
77%
85%
81%
78%
81%
76%
75%
59%
76%
69%
98%
97%
96%
92%
91%
87%
87%
86%
84%
83%
81%
81%
80%
Use search engine e.g. Google, Bing, Yahoo
Send / receive email
Search / access information online
Connect to internet via wifi at home
Buy products online
Complete online applications/forms with personal details
Watch visual content through web e.g. 4OD, iPlayer, YouTube
Search for / make bookings/ reservations online
Upload photos / videos
Listen to music/audio including radio stations
Download an app
Copy / move files between devices
Delete web history 2012 2014
20 out of 26 attempted
on average (vs. 17 in 2012)
% Ever done
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
Q15 (2012) Q8B (2014) For each one we would like to understand whether you have done it or not and how well you can do it. Internet users: Adults 15+ 2012 1,536, 2014 1,897 (Unweighted)
43
© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
The majority of internet users have installed security features, downloaded content, and made video calls
70%
68%
68%
68%
61%
58%
57%
56%
41%
47%
38%
26%
22%
79%
78%
77%
76%
72%
72%
72%
71%
65%
58%
49%
40%
34%
Download software from internet e.g. web browser
Manage finances e.g. online banking, pay bills online, use PayPal
Use social networking sites e.g. Facebook, Twitter
Install security features e.g. a firewall, anti virus, spyware
Download visual/audio content e.g. films, TV, music
Set / control internet security through browser settings
Delete cookies
Make video/ phone calls online e.g. Skype
Share/save documents/files on cloud based storage e.g. Instagram, Flickr or Dropbox
Play games online
Contribute to blogs/ debates/ make comments on news articles etc
Edit digital videos
Create/maintain your own website 2012 2014
The most complex tasks that few have done
15% have tried all 26 (vs. 5% in 2012)
% Ever done
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
Q15 (2012) Q8B (2014) For each one we would like to understand whether you have done it or not and how well you can do it. Internet users: Adults 15+ 2012 1536, 2014 1897 (Unweighted)
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Increased tablet ownership has meant a larger proportion are completing tasks on tablets
Q.17, Q10 (2014) For each of the following please can you tell me through which device you have ever done it through? Adults 15+: 2012 2,056, 2014 2287 (Unweighted)
7%
7%
6%
6%
6%
5%
5%
5%
5%
4%
21%
20%
18%
18%
17%
17%
14%
14%
14%
13%
Connect to WiFi
Search Engine
Search & Access info
Download an app
Watch visual content
Use social network sites
Buy online
Listen online
Search/make bookings online
2012 2014
Top 10 tasks done on a tablet: All respondents %
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Connecting to WiFi and using search engines continue to be the top tasks done on a tablet
Q.17, Q10 (2014) For each of the following please can you tell me through which device you have ever done it through? Adults 15+: Tablet users: 138 2012 549 2014 (Unweighted)
77%
76%
72%
70%
66%
62%
56%
60%
56%
51%
86%
82%
74%
72%
71%
69%
58%
58%
57%
55%
Connect to WiFi
Search Engine
Search & Access info
Download an app
Watch visual content
Use social network sites
Buy online
Listen online
Search/make bookings online
2012 2014
Top 10 tasks done on a tablet: Tablet Users %
Source: Ipsos MORI F2F Capibus Fieldwork dates: Apr- May 2012 Sample size of all respondents: 2,056 Fieldwork dates: 6th - 15th Sept 2013 Sample size of all respondents: 2,083 Fieldwork dates: 23rd- 29th May 2014 Sample size of all respondents: 2,287
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Replicating the 2012 segments
11+: Total 1659, Hi-tech Influencers: 228, Eager Enthusiasts: 182, Traditional Followers: 210, Trend-setting wannabes: 192, functional users: 240, Willing Worriers: 225, Concerned Resistors: 382 (Unweighted) – Note 2012 focused on those 11+. Ipsos MORI, April-May 2012
The segmentation was based on respondents who have accessed the internet in the past and gave sufficient responses to attitudinal questions (3.8% filtered out). Variables have been standardised to account for different number of tasks of the 11-14 year olds (23 tasks) to the 15 years + (26 tasks). Different numbers of segments were extracted, a 7 segment solution was settled upon.
In the initial 2012 research, a segmentation of internet users was completed based upon:
Attitudes towards internet (3 factors) Appreciation of own digital knowledge
Dependence on the internet
Concerns
General attitudes (3 factors) Technology
Curiosity
Sociability
Technology devices
Number of devices to access the internet in hh
Number of devices used to access the internet
Online tasks
Number task done across devices
Number tasks competent at
Number tasks doing less or more often than a year ago
This approach divided the internet population into 7 segments:
More detail on these segments can be found in the original 2012 report, a summary can be found on the following page
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
Methodology
Spring 2012 • Initial qualitative research • A large quantitative survey of 2056 adults aged 15+ in UK, conducted face-to-face and a segmentation analysis (plus 218
interviews with kids 5-10 and 198 interviews with kids 11-14) • Fieldwork was conducted between March-May 2012.
Spring 2014 • A repeat of the Spring 2012 and questions from the September 2013 research, with a small scale quantitative survey of 2287
adults aged 15+ in UK, conducted face-to-face • Fieldwork was conducted May 2014 • A segment allocation tool was used to force respondents into the original segments identified in 2012, based on their responses
to the questions that formed these original segments
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© Ipsos MORI FINAL | Internal use only – FULL REPORT JULY 2014
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