fiona lennox - ofcom - media literacy keynote #prr2010
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Media Literacy Matters: children’s and young people’s media use
12 November 2010
Media Literacy @ Ofcom
Use
Understand
Create
Access, volume of use and breadth of use of different platforms
Understand and evaluate content
Create content and interact with media devices or with other users
Media literacy is the ability to use, understand and create media and communications
3
Contents – Children’s and Young People’s Media Literacy
• Children’s and young people’s media use and affinity
• Children’s and young people’s attitudes to media
• Parental attitudes and interventions
5-7 8-11 12-15
Watch TV DVDs/VideosUse a mobile phone
Use the internetVia PC/Laptop
Play console/Video games
Regular media activities undertaken
Listen to the radio
95Watch TV 94
Watch TV
94Watch TV
43
37
54 78
55
5060
61
51
53
82
3237
4Read Newspapers/Magazines
Listen to portableMP3 device
45
49
43
3027
20
5-7 8-11 12-15
Watch TV DVDs/VideosUse a mobile phone
Use the internetVia PC/Laptop
Play console/Video games
TV dominates for younger children, but mobiles and the internet are increasingly important for 12-15s
58Watch TV
47Watch TV 32
Watch TV
22Console/games
19 Console/ games
16 Console/ games
4
20Interne
t10
24mobile
6
2
10
5
Listen to the radio
Devices used to visit websites
6
7
QC13A-M – Thinking about what you do when you use the internet at home, do you use the internet to do any of these? (prompted responses, multi-coded) – PERCENTAGES SHOWN REFLECT THOSE THAT UNDERTAKE ACTIVITY AT LEAST WEEKLY Base: Children aged 5-15 who use the internet at home (1567 aged 5-15 in UK, 1016 aged 5-15 in England, 199 aged 5-15 in Scotland, 205 aged 5-15 in Wales, 147 aged 5-15 in Northern Ireland) – significance testing shows any difference by nation compared to the UK measure Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May and September to October 2009
Internet activities carried out at least once a week by users
8
Contents – Children’s and Young People’s Media Literacy
• Children’s and young people’s media use and affinity
• Children’s and young people’s attitudes to media
• Parental attitudes and interventions
9
10
47%
33%
14%
27%
10%
46%
33%
15%
29%
10%
47%
34%
11% 12%9%
58%
27%
6%
25%
11%
48%
40%
13%
18%
8%
0%
20%
40%
60%
80%
100%
QC18 – I’d like to read out a number of things people might do. For each one, could you please tell me if you’ve done it, you’d be interested in doing it, or not interested? (prompted responses, single coded)Base: Children aged 8-15 who use the internet at home (1227 in UK, 796 in England, 154 in Scotland, 167 in Wales, 110 in Northern Ireland) – significance testing shows any difference by nation compared to the UK measureSource: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May and September to October 2009
Children’s experience of creative activities
Set up your own page or profile on a website like Bebo, Piczo,
MySpace, Facebook or Hi5
Uploaded photos to the internet
Set up your own website
Create a character (or avatar) that lives or plays
in the online world on sites like Club Penguin
Made a short video and uploaded it to the internet
UK
En
gla
nd
Sco
tla
nd
Wal
es
N Ir
ela
nd
UK
En
gla
nd
Sco
tla
nd
Wal
es
N Ir
ela
nd
UK
En
gla
nd
Sco
tla
nd
Wal
es
N Ir
ela
nd
UK
En
gla
nd
Sco
tla
nd
Wal
es
N Ir
ela
nd
UK
En
gla
nd
Sco
tla
nd
Wal
es
N Ir
ela
nd
11
97%
27%
14%
4%
96%
39%
27%
9%
0%
20%
40%
60%
80%
100%
Aged 8-11
Aged 12-15
Aged 8-11
Aged 12-15
Aged 8-11
Aged 12-15
Aged 8-11
Aged 12-15
Talk to people I
don’t know
Look for old
friends/ people I’ve lost touch with
Talk to people
who are friends of
friends
Talk to friends/ family
Minority of SNS users talk to friends of friends or people they don’t know
12
NQC26BA// BB/ BC/ BD/ BE/ BF/ BG – I’m going to read out some types of information that people can show on the internet, and for each one I’d like you to say how you would feel about putting this information online (prompted responses, single coded) Base: Those children aged 12-15 who use the internet at home or elsewhere (371 aged 12-15) Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May 2010
12-15s say they are more willing to share information than contact details
NEW QUESTION ADDED AT WAVE 1 - 2010
13
12%
42%
55%
28%
29%
35%
47%
0% 20% 40% 60% 80% 100%
EXPERIENCE OF ALL OF THESE
NONE OF THESE
ANY OF THESE
Someone pretending to be themonline
Embarrasing pictures beingposted or sent to other people
against their wishes
Sending an email or textmessage they wished they had
not sent
Gossip being spread about themonline or via text message
NQC45 – Do you personally know anyone who has experienced any of the following things in the last year, either online or via a mobile phone? Base: Children aged 12-15 (376)Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2010
More than half of children aged 12-15 know of people who have experienced at least one of one of the following…
NEW QUESTION ADDED AT WAVE 2 - 2010
14
29%
16%
24%
18% 20%
12%
18%
44%
24% 26% 25% 24%21% 23%
14%
36%
0%
20%
40%
60%
80%
100%
These things don’t worry me
Aged 8-11
Aged 12-15
Someone posting
photos of me on their page
People can get a bad
name from other people
posting comments about them
Someone might pretend to be my age
and get to know me
Sometimes people get bullied on
them
People can send hurtful messages to other people
I sometimes spend too
much time on them
Strangers might find out information about me
QC22 – Which of these things, if any, are things that you don’t like about sites like Bebo, Piczo, hi5, Facebook or MySpace?Base: Children aged 8-15 who have a social networking site profile that is currently active (129 aged 8-11, 442 aged 12-15) Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May and September to October 2009
Children’s dislikes about social networking sites
Aged 8-11
Aged 12-15
Aged 8-11
Aged 12-15
Aged 8-11
Aged 12-15
Aged 8-11
Aged 12-15
Aged 8-11
Aged 12-15
Aged 8-11
Aged 12-15
Aged 8-11
Aged 12-15
15
36%
12% 13%
4%1%
5%2%
54%49%
15% 14%
3%6%
2% 2%
42%
0%
20%
40%
60%
80%
100%
Children’s dislikes about mobile phones
These things don’t worry me
Aged 8-11
Aged 12-15
Too difficult to use
Seeing things on the phone that make me
feel sad, frightened or embarrassed
Slow access to the internet over
the phone
Seeing things on the phone
that are too old for me
Sometimes people get
bullied on them
People can send hurtful messages to other people
It costs too much money
QC38 – Which of these things if any, are things you don’t like about mobile phones? (prompted responses, multi-coded)Base: Children aged 8-15 who have a mobile phone (392 aged 8-11, 684 aged 12-15 ) Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May and September to October 2009
Aged 8-11
Aged 12-15
Aged 8-11
Aged 12-15
Aged 8-11
Aged 12-15
Aged 8-11
Aged 12-15
Aged 8-11
Aged 12-15
Aged 8-11
Aged 12-15
Aged 8-11
Aged 12-15
16
19%15% 14%
11%
64%
34%
16% 16%12%
50%
0%
20%
40%
60%
80%
100%
QC33 – Which of these things if any, are things you don’t like about playing games over the internet? (prompted responses, multi coded)Base: Children aged 8-15 who ever play games online (219 aged 8-11, 329 aged 12-15) Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May and September to October 2009
Children’s dislikes about online gaming
Sometimes spend too much time on them
Someone might pretend to be my age and get to know me
Strangers might find out information about me
People can say hurtful things about how other
people play games
These things don’t worry me
Aged 8-11
Aged 12-15
Aged 8-11
Aged 12-15
Aged 8-11
Aged 12-15
Aged 8-11
Aged 12-15
Aged 8-11
Aged 12-15
Children’s opinions of the internet
• It’s easier to keep things secret or private on the internet than in real life – 16%
• It’s easier to talk about personal things on the internet – 14%
• I feel more confident on the internet than I do in real life – 14%
• It’s fun being silly or rude on the internet – 13%
• When I’m on the internet I forget about the safety rules – 5%
17
18
Contents – Children’s and Young People’s Media Literacy
• Children’s and young people’s media use and affinity
• Children’s and young people’s attitudes to media
• Parental attitudes and interventions
19
20
32%
20%
41%
25%
8%
9%
9%
11%
60%
71%
50%
64%
0% 20% 40% 60% 80% 100%
Very/ fairly concerned Neither/ Don't know Not very / not at all concerned
NQP33CF/ NQP33CG /QP38E/ QP38F – Please tell me the extent to which you are concerned about these possible aspects of your child’s internet use/ mobile phone use? (prompted responses, single coded) Base: Parents of children whose child use the internet at home (314 aged 8-11, 333 aged 12-15) and those whose child has their own mobile phone (191 aged 8-11, 340 aged 12-15)Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May 2010
Internet
Mobile phone
Internet
Mobile phone
Aged 8-11
Aged 12-15
NEW QUESTION WAVE 1 - 2010
Parental concern about their child being bullied
21
NQC26A – Have you ever been given any information or advice about how to stay safe while you are online? ? (spontaneous responses, multicoded)Base: Those children aged 8-15 who use the internet at home or elsewhere (732 aged 8-15, 361 aged 8-11, 371 aged 12-15) Significance testing shows any difference between children aged 8-11 and aged 12-15Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May 2010
Information/advice about staying safe online
NEW QUESTION WAVE 1 - 2010
22
Key figures children would go to if they found something upsetting or offensive on the internet
Thank you
23
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