next internet users: perspectives on the uk and poland
DESCRIPTION
Presentation for the World Internet Project, Warsaw, Poland, 22 Oct 2011. The talk focuses on the rise of 'next generation users' in the UK, but draws comparative observations with findings from Poland.TRANSCRIPT
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.