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The Next Generation User:A Comparative Perspective on the UK and Poland
William H. DuttonOxford Internet Institute (OII)
University of Oxfordwww.ox.ac.uk
Presentation for the World Internet Project, Warsaw, Poland, 22 Oct 2011.
User-Oriented Design
• Know Thyself
• Know Thy User
• Know Thy ‘Next Generation’ User
• 2003, 2005, 2007, 2009, 2011• 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 2011 from the Nominet Trust, British Library, Ofcom, O2, and ITV.com
• Component of World Internet Project (WIP)
Oxford Internet Surveys
37586
1517
35
0
20
40
60
80
100
% o
f use
rs w
ho h
ave
done
Have paid fornewspapers/magazinesread online
Have paid formusic listened
to online
Have paid fordownloaded videos
Have paid fordownloaded music
Current users. OxIS 2011: N=1,498
Next Generation Users by Paying for Online ServicesNext generation users First generation users
30
21
11
23
158
0
20
40
60
80
100
% o
f cur
rent
, no
n- &
ex-
user
sw
ho
find
(ver
y) a
ppro
pria
te
Appropriate todownload musicwithout paying
Appropriate todownload/copy
book without paying OxIS 2011: N=2,057
Appropriatness to Pay for Online Services by Usersand Non-Users
Next generation users First generation users Non- and Ex-Users
90 91 91
42 45
63
3431
41
0
20
40
60
80
100
% o
f cur
rent
, no
n- &
ex-
user
sw
ho
agre
e or
agr
ee s
tron
gly
People shouldprotect creditcard details
online
Use of computersand Internet
threatens privacy
Use ofCCTV/webcam/security cameras
threatenspersonal privacy
OxIS 2011: N=2,057
Attitudes toward Privacy by Users and Non-UsersNext generation users First generation users Non- and Ex-Users
4367815
11121415172123
29
0
20
40
60
80
100
% o
f use
rs w
ho fe
el c
omfo
rta
ble
prov
idin
g th
ese
data
Credit cardnumber
Phonenumber
PhotographPostaladdress
Date ofbirth
Fullname
E-mailaddress
Current users. OxIS 2011: N=1,498
Next Generation Users by Willingness toShare Private Data Online
Next generation users First generation users
4367815
11121415172123
29
0
20
40
60
80
100
% o
f use
rs w
ho fe
el c
omfo
rta
ble
prov
idin
g th
ese
data
Credit cardnumber
Phonenumber
PhotographPostaladdress
Date ofbirth
Fullname
E-mailaddress
Current users. OxIS 2011: N=1,498
Next Generation Users by Willingness toShare Private Data Online
Next generation users First generation users
7164
55
0
20
40
60
80
100
% o
f cur
rent
, no
n- &
ex-
user
sw
ho
agre
e or
agr
ee s
tron
gly
People should beable to express
opinions anonymouslyonline
OxIS 2011: N=2,057
Attitudes toward Freedom of Expressionby Users and Non-Users
Next generation users First generation users Non- and Ex-Users
32 3330
0
20
40
60
80
100
% o
f cur
rent
, no
n- &
ex-
user
sw
ho
agre
e or
agr
ee s
tron
gly
Censorship has noplace in a free
society OxIS 2011: N=2,057
Attitudes toward Freedom of Expressionby Users and Non-Users
Next generation users First generation users Non- and Ex-Users
• Collaboration of OII, INSEAD, and comScore for the World Economic Forum (WEF)
• Online Global Survey, English • Completed by 5,400 Adult Internet Users • Conducted from Oct-Nov 2010• 13 countries: Australia/New Zealand, Brazil,
Canada, China, France, Germany, Italy, India, Mexico, South Africa, Spain, the United States, and the United Kingdom
The Global Internet Values Project*
*Dutta, S., Dutton, W. H. and Law, G. (2011), The New Internet World: A Global Perspective on Freedom of Expression, Privacy, Trust and Security Online. New York: The World Economic Forum, April. Available at SSRN: http://ssrn.com/abstract=1810005
Pattern of Findings Supporting Conception of a ‘New Internet World’: Many Limitations
Regions as Percentage of the Worldwide Population of Users
Shared Global Concerns over Trust and Authenticity
‘Access to the Internet Should be a Fundamental Right for all People’
1. Poland is in the League of Internet Nations (in Top Ten Internet Countries in Europe, World Internet Stats);
Comparative Observations: Poland
1. Poland is in the League of Internet Nations;2. Digital divides are a significant issue;3. Users in Poland have a healthy scepticism
towards the Internet – the jury is still out;4. Users concerned over key issues of privacy,
trust, and freedom of expression – sense they are being watched;
5. Poland is approaching a tipping point, at which the public will value it more, and see transformation of communicative power of networked individuals;
6. Next Generation Users on the rise.
Comparative Observations: Poland
Users and Next Generation Users: UK & Poland 2011
NGU Percentage of Adults Over 14 Years of Age, Estimated by WIP Poland
Points of Summary• Rise of ‘Next Generation Users’ – users to design for• Enduring and New Digital Divides: the Internet
is Socially Distributed• Europe could be the ‘Old Internet World’ due to users, not the designers• Poland has joined the Internet nations of Europe, and is approaching a tipping point
The Next Generation User:A Comparative Perspective on the UK and Poland
William H. DuttonOxford Internet Institute (OII)
University of Oxfordwww.ox.ac.uk
Presentation for the World Internet Project, Warsaw, Poland, 22 Oct 2011.