Ofcom's UK Adults' Media Literacy Report

UK Adults’ Media Literacy
Research Document
Publication date: 17 May 2010
Contents
Section Page
1 Executive summary 3
2 Introduction 7
3 Take-up and media preferences 9
4 Interest and confidence 34
5 Using the internet 46
6 Understanding, security and concerns 61
7 Learning 84
Table of Figures
Figure 1: Household take-up of key platforms: 2005, 2007 and 2009 .................................. 11
Figure 2: Take-up of platforms, by age and socio-economic group: 2005, 2007 and 2009 .. 12
Figure 3: Take-up of digital video recorder and listening to digital radio: 2005, 2007 and 2009
........................................................................................................................................... 13
Figure 4: Age and socio-economic group profile of internet users: 2005, 2007 and 2009 .... 14
Figure 5: Where the internet is used by UK adults: 2005, 2007 and 2009 ........................... 15
Figure 6: Where the internet is used by UK adults in 2009: by age, gender and socio-
economic group .................................................................................................................. 16
Figure 7: Demographic profile of all UK adults, users and non users of the internet 2009 ... 16
Figure 8: Devices used to visit internet websites in 2009: by age ........................................ 17
Figure 9: Devices used to visit internet websites in 2009: by age, gender and socio-
economic group .................................................................................................................. 18
Figure 10: Volume of internet use per week: 2005, 2007 and 2009, by age socio-economic
group and gender................................................................................................................ 19
Figure 11: Stated reasons for not intending to get home internet access in the next 12
months: 2005, 2007 and 2009............................................................................................. 20
Figure 12: Internet take-up, intentions and reasons for not intending to get in 2009: by age
and socio-economic group .................................................................................................. 21
Figure 13: Mobile phone activities carried out at least once a week in 2009: by age ........... 23
Figure 14: Ways of listening to radio at home: 2005, 2007 and 2009 .................................. 24
Figure 15: Ways of playing games at home or elsewhere: 2007 and 2009 .......................... 25
Figure 16: Volume of gaming per week: 2007 and 2009, by age, socio-economic group and
gender ................................................................................................................................ 26
Figure 17: Reasons for using key media platforms in 2009 ................................................. 27
Figure 18: Reasons for using the internet in 2009: by age, gender and socio-economic group
........................................................................................................................................... 28
Figure 19: Regular media activities: 2005, 2007 and 2009 .................................................. 29
Figure 20: Most-missed media activity: 2005, 2007 and 2009 ............................................. 30
Figure 21: Most-missed media activity in 2009: by age and socio-economic group ............. 31
Figure 22: Preferred communication method for making contact ......................................... 33
Figure 23: Confidence and interest in digital television functions ......................................... 35
Figure 24: Confidence and interest in DAB radio functions.................................................. 37
Figure 25: Confidence and interest in mobile phone functions ............................................ 38
Figure 26: Confidence and interest in internet functions ...................................................... 39
Figure 27: Interest in internet functions among non-users ................................................... 40
Figure 28: Proxy use of the internet in the past year among non-users ............................... 41
Figure 29: Attitudes towards the internet among users and non-users ................................ 42
Figure 30: Agreement with statement ‘If I went to look for a new job tomorrow, I feel I have
the right kind of skills to get it’ ............................................................................................. 43
Figure 31: Confidence as an internet user: 2007 and 2009 ................................................. 44
Figure 32: Confidence as an internet user in 2009: by age, gender and socio-economic
group .................................................................................................................................. 45
Figure 33: Types of internet activities carried out at least once a week: 2007 and 2009, by
age, gender and socio-economic group .............................................................................. 48
Figure 34: Individual internet activities carried out at least once a week in 2009: by age..... 49
Figure 35: Individual internet activities carried out at least once a week in 2009: by gender
and socio-economic group .................................................................................................. 50
Figure 36: Experience of, and interest in, content creation: 2007 and 2009 ........................ 51
Figure 37: Set up own social networking site profile: 2007 and 2009, by age, gender and
socio-economic group ......................................................................................................... 52
Figure 38: Sites used by those with a social networking site profile: 2007 and 2009 ........... 53
1
Figure 39: Frequency of visiting any social networking sites: 2007 and 2009 ...................... 54
Figure 40: Visibility of the social networking site profile: 2007 and 2009.............................. 54
Figure 41: Social networking site uses: 2007 and 2009....................................................... 55
Figure 42: Visits to new websites in most weeks when the internet is used: 2007 and 2009,
by age ................................................................................................................................. 56
Figure 43: Internet information sources used for health information: 2005, 2007 and 2009 . 57
Figure 44: Watching television programmes and films online, by age ................................. 58
Figure 45: Claimed impact of using the internet on the volume of contact with others in 2009
........................................................................................................................................... 59
Figure 46: Extent to which savings have been made by internet users in the last six months
........................................................................................................................................... 60
Figure 47: Awareness of the main source of funding for television programmes, radio
stations and websites: 2005, 2007 and 2009 ...................................................................... 62
Figure 48: Belief that content is regulated: 2005, 2007 and 2009 ........................................ 63
Figure 49: Belief that online content is regulated: 2007 and 2009 ....................................... 64
Figure 50: Platform content – users must be protected from inappropriate or offensive
content and content must be free to be expressive and creative - 2009 .............................. 65
Figure 51: Attitudes towards illegal file sharing, by age, gender and socio-economic group 66
Figure 52: Types of checks made when visiting new websites: 2009 .................................. 67
Figure 53: Personal details prepared to enter online: 2005, 2007 and 2009 ........................ 68
Figure 54: Judgements made about a website before entering personal details: 2005, 2007
and 2009 ............................................................................................................................. 69
Figure 55: Hierarchy of judgements made about a website before entering personal details:
2005, 2007 and 2009 .......................................................................................................... 70
Figure 56: Judgements made about a website before entering personal details in 2009: by
age...................................................................................................................................... 71
Figure 57: Search engine user attitudes towards the accuracy or bias of the websites
returned by a search ........................................................................................................... 72
Figure 58: Rating of the reliability and accuracy of the information found in key media ....... 73
Figure 59: Agreement with statement – When I watch TV news / listen to radio news / visit
news websites I tend to trust what I see / hear / read or see ............................................... 74
Figure 60: Agreement with statement – When I watch TV news I tend to trust what I see ... 75
Figure 61: Agreement with statement – When I listen to radio news I tend to trust what I hear
........................................................................................................................................... 76
Figure 62: Agreement with statement – When I visit news websites I tend to trust what I read
or see.................................................................................................................................. 76
Figure 63: Agreement with statement – When I visit social networking websites I tend to trust
what I read or see ............................................................................................................... 77
Figure 64: Concerns about platforms: 2005, 2007 and 2009 ............................................... 78
Figure 65: Concerns about platforms among users: 2005, 2007 and 2009.......................... 78
Figure 66: Concerns about the internet, by age................................................................... 79
Figure 67: Concerns about the internet, among users and non-users ................................. 80
Figure 68: Concerns about television among users, by age ................................................ 81
Figure 69: Concerns about mobile phones among users, by age ........................................ 81
Figure 70: Concerns about gaming, by age......................................................................... 82
Figure 71: Concerns about gaming, among users and non-users ....................................... 83
Figure 72: Concerns about radio, by age ............................................................................ 83
Figure 73: Experience of formal learning about digital technology: 2005, 2007 and 2009 ... 85
Figure 74: Any experience of formal learning about digital technology: 2005, 2007 and 2009,
by age and socio-economic group....................................................................................... 86
Figure 75: Interest in learning about digital technology: 2005, 2007 and 2009 .................... 87
Figure 76: Preferred ways to learn about digital technology: 2005, 2007 and 2009 ............. 88
Figure 77: Preferred ways to learn about digital technology in 2009, by age ....................... 89
2
Section 1
1 Executive summary
Media literacy enables people to have the skills, knowledge and understanding they need to
make full use of the opportunities presented both by traditional and by new communications
services. Media literacy also helps people to manage content and communications, and
protect themselves and their families from the potential risks associated with using these
services.
This report is designed to give an accessible overview of media literacy among UK adults
aged 16 and over 1. The purpose of this report is to support people working in this area to
develop and promote media literacy among these groups.
This report is the third full report since our survey began in 2005. It is therefore able to show
trends over time for many of the questions asked. Due to different survey periods and focus,
change over time is highlighted against either 2007 or 2005.
Take-up and media preferences
UK adults have high levels of household take-up of digital television (89%) and the internet
(71%), and nine in ten (91%) use mobile phones 2. Since 2007, household take-up of digital
television and the internet and the use of mobile phones have increased. Three in four adults
said they used the internet at home or elsewhere in 2009 (73%), compared to two-thirds
(63%) in 2007 and three-fifths (59%) in 2005. There has also been an increase in digital
radio listeners and gaming 3 since 2007.
Although there has been an above-average increase in household take-up of the internet
since 2007 among those in DE socio-economic groups (48%), take-up in this group and
among those aged 55-64 (60%) and those aged 65 and over (33%) is still low compared to
all UK adults (71%).
The growth in household take-up of the internet since the 2007 survey has meant that the
profile of internet users has changed, with an increase in the number in older age groups –
although those aged 65 and over still only account for less than one in ten of all internet
users (8%).
Three in ten adults (31%) say they use any type of alternative device (whether a mobile
phone / smartphone, games console / player or portable media player) to go online. Use of
alternative devices to go online is higher among the under-45s than among those aged 45
and over. Few adults (2%) only use an alternative device to go online and do not use a PC
or laptop at home, although those in DE socio-economic groups are more likely to do so
compared to all UK adults (5% vs. 2%).
1
The report comprises two waves of data; one wave of data from spring 2009 and one wave from
autumn 2009. The data across both these waves have been combined to give an overall picture for
the year, with this report following on from the interim report which was published in October 2009.
2
It should be noted that these take-up measures are from two waves of fieldwork conducted in 2009.
For Q1 2010 uptake figures please refer to Ofcom Digital Participation Consortium Tech Tracker data
at http://www.ofcom.org.uk/research/stats/
3
Gaming refers to playing games on any of the following devices, hand-held games console, games
console connected to a television, on a computer / laptop, on a mobile phone / smartphone/, on a
portable media player, on a Personal Digital Assistant (PDA), or on an MP3 player.
3
Since 2007, there has been no change in the claimed weekly volume of use of the internet in
any location among users generally (12.2 vs. 12.1 hours). In 2009, the internet is used in any
location for longer per week by younger adults (aged 16-24), males and those in ABC1
socio-economic groups.
Three in ten adults do not have the internet at home (29%) and seven in ten of these (70%)
say they do not intend to get it within the next year or so. Most give reasons relating to a lack
of interest (72%), as in previous years of this research. However this reason is less likely to
be mentioned now than in 2007. Reasons relating to cost (31%) are more likely to be
mentioned than in 2007. Not having a PC / laptop is also given as a reason by 23% of those
not intending to get the internet at home.
When asked which media activity they would miss the most, while half of all UK adults (50%)
say they would miss watching television the most, compared to 2007 more adults now say
they would miss using the internet(15% vs. 12%). Younger adults, aged 16-24 (36%) and
those in AB socio-economic groups (42%), are less likely to say that they would most miss
watching television compared to the UK as a whole.
Communication preferences have changed since 2005 – for example, adults are now more
likely to prefer to check their bank balance online (30% vs. 22%) and less likely to prefer to
check their bank balance by making a home / landline phone call (12% vs. 18%). Booking a
holiday online / by email is now as popular a preference as booking a holiday in person
(36%).
Interest and confidence across media
Among adults who have digital television at home, those who use a mobile phone and those
who have access to the internet at home via a PC / laptop, a minority say they are interested
in, but not confident using, certain functions available through these devices. Among internet
users, the areas in which people are most likely to lack confidence are: installing filtering
software (25%) and installing security features (23%). Across each of the functions, older
users, females and those in DE socio-economic groups are more likely to lack confidence.
Among non-users of the internet, three in ten (30%) are interested in any of the interactive
functions that we asked about; with interest more likely among younger adults and those in
ABC1 socio-economic groups. Proxy use of the internet, through a non-user asking
someone else to use the internet for them, occurs among two in ten non-users and is more
likely among younger adults, females and those in ABC1 socio-economic groups. Four in ten
non-users of the internet can see the benefits of the internet; agreeing that it makes life
easier or helps save time.
Using the internet appears to have some correlation with perceptions of employability; users
are more likely than non-users to feel that they have the right skills to get a new job. This is
not related simply to age or socio-economic group, as the difference in perception seen at an
overall level is also evident among internet users and non-users within both younger and
older adults, males and females and those in ABC1 and C2DE socio-economic groups.
Since 2007, internet users are more likely to say they are very confident across a number of
aspects of using the internet, and six in ten describe themselves as very confident internet
users. It remains the case that users are less confident in judging whether a website is
truthful than they are in searching online or creating content online.
4
Using the internet
As in previous years, communication is the most commonly-mentioned activity carried out on

a regular basis (at least once a week) by internet users (78%). Compared to 2007, however,
fewer internet users are finding information online for their work / studies (36% vs. 48%).
There has been a considerable increase in regular use of the internet for social networking
(35% vs. 19%) and for entertainment (34% vs. 22%).
Twice as many internet users now have a social networking site profile than in 2007 (44%
vs. 22%) with more than three in four of those aged 16-24 (77%) stating that they have a
social networking profile. The growth in social networking site profiles since 2007, however,
is greatest among 25-34s, females and those in DE socio-economic groups. Compared to
2007, those with a social networking site profile are more likely to use these sites every day
(41% vs. 30%), to have a profile which can be seen only by their friends or family (80% vs.
48%), and to use the sites to communicate with their friends and family (78% vs. 69%).
One in three UK adults who use the internet (32%) say they watch online or download TV
programmes or films. Almost all of these are doing so through UK TV broadcasters’ websites
(29%) (such as BBC iPlayer), with a much smaller proportion watching online or
downloading TV programmes or movies from other websites (11%).
Just under half of all internet users say that using the internet has increased their contact
with friends (49%) or family (47%) who live further away, and around one quarter say their
contact with friends (24%) who live nearby has increased.
Just over eight in ten (81%) internet users say they have saved money by using the internet
for certain tasks that we asked about; most commonly buying something online rather than
in the shops (65%), comparing prices online (63%) or booking travel online (51%). Half of
internet users say they have made significant savings by comparing prices online or buying
something online rather than in the shops (48%).
Understanding, security and concerns
UK adults’ knowledge of the main sources of funding for BBC and commercial TV
programmes, radio stations and websites has not changed since 2007; with a majority aware
of the main source of funding for TV programmes and for radio stations and a minority aware
for either BBC website or commercial search engine funding. Compared to all UK adults,
there are consistently lower levels of awareness of the licence fee as the main source of
funding for the BBC among adults aged 16-24, females, and those in DE socio-economic
groups.
Compared to 2007, UK adults are more likely to believe that content is regulated across
each of radio (67% vs. 58%), the internet (37% vs. 26%), mobile phones (23% vs. 20%) and
gaming (36% vs. 29%). No change is evident for TV, however (80% vs. 79%).
More UK adults believe that file sharing through downloading shared copies of copyright
music and films should be illegal (47%) than believe it should be legal (29%), and 24% are
unsure. Young people aged 16-24 are more likely to say that such activity should be legal
(45%).
Internet users are less willing to provide personal information online than was the case in
2007. For example, the proportion of internet users who say they would be happy to provide
their email address when they are online has declined since 2007 (44% vs. 49%). Around
half (51%) of internet users say they make some kind of judgement based on “professional”
5
signs such as padlocks before entering personal information on websites, with little change
from 2007.
Around half of those who use search engines (54%) make some kind of critical evaluation of
the results from these websites, but around one quarter of younger users (23%) and those in
C2DE socio-economic groups (25%) trust that the websites returned by search engines will
have accurate and unbiased information, compared to one in five (20%) of all search engine
users.
Around half of all adults consider information found on television (52%) and radio (50%) to
be reliable and accurate, compared to three in ten internet users who consider information
found on the internet to be reliable and accurate (31%). A majority of users say that they
tend to trust the news output from TV (54%), radio (66%) and news websites (58%), with TV
news less likely to be trusted than the news output from radio or news websites.
The proportion of adult users of each media mentioning any concerns for each of television,
radio, the internet, mobile phones and gaming has decreased since 2007. For TV, internet
and mobile phones, this takes overall concerns among users to lower levels than those
found in 2005. Three in five internet users have concerns about what is on the internet (61%
vs. 73% in 2007 and 70% in 2005). Four in ten viewers have concerns about what is on
television (39%). Concern about what is on the internet mostly relates to offensive or illegal
content. Concerns about mobile phones (26%), gaming (25%) and radio (11%) are at a
lower level. Internet users are more likely than non-users to have concerns about what is on
the internet (61% vs. 40%), but gaming users and non-users do not differ in this respect
(25% vs. 26%).
Learning
Just over two in ten adults say they have experience of formal learning about digital
technology, which is lower than in 2007 (21% vs. 27%). Experience of formal learning mostly
relates to using the internet, and is less likely among those aged 65 and over compared to
adults as a whole (16% vs. 21%). There has also been a decline since 2007 in the
proportion of adults who would be interested in learning more about digital technology (25%
vs. 31%). Interest in learning more mostly relates to using the internet.
As in 2007, when asked about their preferred way of learning about digital technology, just
under half of adults nominate learning from friends or family (48%) or reading the manual /
instructions (45%). Despite an increase in the number of those who prefer to go to a class to
learn about digital technology (9% vs. 6%), few adults prefer this more formal method of
learning. Older adults are more likely to prefer to learn from friends and family, while younger
adults are more likely to prefer to learn through trial and error.
6
Section 2
2 Introduction
2.1 Background
Media literacy enables people to have the skills, knowledge and understanding they need to
make full use of the opportunities presented both by traditional and by new communications
services. Media literacy also helps people to manage content and communications, and
protect themselves and their families from the potential risks associated with using these
services.
Ofcom’s definition of media literacy is:
“the ability to use, understand and create media and communications”.
The promotion of media literacy is a responsibility placed on Ofcom by Section 11 of the

Communications Act 2003. Under Section 14 (6a) of the Act we have a duty to make
arrangements for the carrying out of research into the matters mentioned in Section 11 (1).
Ofcom's work to promote media literacy is intended:
• to give people the opportunity and motivation to develop competence and confidence
to participate in communications technology and digital society; and
• to inform and empower people to manage their own media activity (both consumption
and creation)
This report provides trends over time, where possible, using data from the Media Literacy
Audit – Report on adult media literacy, published in 2006 4 and again in 2008 5, using
fieldwork conducted in 2005 and 2007. In 2009, we adopted a six-monthly fieldwork
schedule, to enable more frequent reporting and the identification of emerging trends. An
interim report based on one wave of 2009 data (with interviewing conducted in April and May
2009) was published in October 2009 6. This report is based on two waves of 2009 data (with
the second wave of interviewing conducted in September to October 2009). This report is
designed to give an accessible overview of media literacy among adults aged 16 and over,
and where possible, within the overall sample of adults, demographic analysis is conducted
by age, by gender and by household socio-economic group.
The key objectives of this research are:
• to provide a rich picture of the different elements of media literacy across the key
platforms of television, radio, the internet and mobile phones; and
• to identify emerging issues and skills gaps that help to target both Ofcom’s and
stakeholders’ resources for the promotion of media literacy.
Many of the findings from this research will also be used to inform, and act as benchmarks
for, the work of the Digital Participation Consortium.
4
http://www.ofcom.org.uk/advice/media_literacy/medlitpub/medlitpubrss/medialit_audit/
5
http://www.ofcom.org.uk/advice/media_literacy/medlitpub/medlitpubrss/ml_adult08/
6
http://www.ofcom.org.uk/advice/media_literacy/medlitpub/medlitpubrss/uk_adults_ml/
7
2.2 How we monitor media literacy
In order to monitor media literacy using research we use the following measures to represent
some of the key areas of media literacy (see box below).
• Take-up, use and breadth of use of media

• Knowledge of how elements of each media platform are funded
• Knowledge of regulation
• Trust in internet sites
• The extent and levels of concerns about each platform
2.3 Research methodology and analysis
This report draws on research from the two waves of the Media Literacy Tracker 2009 with
adults aged 16 and over. Comparisons are made between this research and the Media
Literacy Audit surveys, conducted in 2005 and in 2007.
Media Literacy Audit Tracker with adults: 2009
A quantitative survey that involved a total of 1,824 in-home interviews with adults aged 16
and over; with 812 interviews conducted from April to May 2009 and 1,012 interviews
conducted from September to October 2009.
Media Literacy Audit survey: 2007
A quantitative survey that involved 2,905 in-home interviews with adults aged 16 and over
from October to December 2007. The report was published in 2008.
Media Literacy Audit survey: 2005
A quantitative survey that involved 3,244 in-home interviews with adults aged 16 and over
from June to August 2005. The report was published in 2006.
Significance testing at the 95% confidence level was carried out and any findings detailed in
this report have been found to be significant to a 95% confidence level. This means that
where findings are commented on, there is only a 5% or less probability that the difference
between the samples is by chance. Statistically significant findings between 2007 and 2009
are indicated in the figures in the report by circles or arrows.
Take-up figures
The take-up figures collected for this report give useful contextual information to understand
better the behavioural and opinion-based findings about media literacy. Official all-UK Ofcom
take-up figures based on a larger survey can be found in the annual CMR (Communications
Market Report) published in August of each year 7.
7
http://www.ofcom.org.uk/research/cm/
8
Section 3
3 Take-up and media preferences

This section looks at a range of issues related to UK adults’ access to 8, and personal use of,
media devices in their households and elsewhere. It looks at the changing profile of internet
users 9 as take-up of the internet has increased over time, as well as the reasons given by
those who do not have the internet at home. It details the different devices used to go online
and to listen to radio at home. It explores the extent to which different media are used,
reasons for using different media, which media are used regularly and which media devices
adults would miss the most. Finally, it looks at how people’s preferences for making contact
in different circumstances have changed since 2005.
Key findings
• Since 2007, household take-up of digital television (89% vs. 82%) and the internet
(71% vs. 62%) and personal use of a mobile phone (91% vs. 85%) have increased.
Household take-up of the internet and personal use of a mobile phone remain lower
for those in DE socio-economic groups (48% internet, 85% mobile phone) and those
aged 65 and over (33% internet, 65% mobile phone) 10.
• Within the overall profile of internet users, a higher share of users in 2009 are older
(8% aged 65 and over vs. 6% in 2007).
• Just under three in ten UK adults (28%) go online via a mobile phone, one in ten
(10%) do so via a games console, and 6% via a portable media player. Younger
people aged 16-24 and aged 25-34 are more likely than UK adults as a whole to go
online via their mobile (50% and 42%) or their games console/player (20% and 16%).
• Very few UK adults (2%) use only an alternative device (mobile phone, games
console or portable media player but not via a PC / laptop) to visit websites, but this
is more likely (at 5%) among adults in DE socio-economic groups.
continued…
8
The terms ‘access to’ and ‘take-up’ are used within this report to indicate where a particular device is
present in the household. These terms do not mean that the device is necessarily used by the adult.
The term ‘use’ indicates where a device is present in the household that the adult actually makes use
of.
9
In this report ‘internet users’ are defined as those who say that they use the internet at home or
anywhere else.
10
The take-up figures collected for this report give useful contextual information to understand better
the behavioural and opinion-based findings about media literacy. Official all-UK Ofcom take-up figures
based on a larger survey can be found in the annual CMR (Communications Market Report)
published in August each year http://www.ofcom.org.uk/research/cm/. For Q1 2010 headline uptake
figures across platforms please refer to Ofcom Tech Tracker data; for detailed demographic uptake
figures relating to the internet please refer to Ofcom Digital Participation Consortium Tech Tracker
data, both at http://www.ofcom.org.uk/research/stats/
9
Key findings (continued)
• Since 2007, there has been no change in the estimated weekly volume of use of the
internet in any location among users generally (12.2 vs. 12.1 hours). In 2009, the
internet is used for longer per week by younger adults (aged 16-24), males and those
in ABC1 socio-economic groups.
• 29% of adults do not have the internet at home. Among this group 70% say they do
not intend to get the internet at home in next year or so. Five per cent of all adults
have access to the internet at home but say that they do not use it.
• While most of those who do not intend to get internet access at home give reasons
relating to a lack of interest, this is less likely than in 2007 (72% vs. 82%). Compared
to 2007, there is an increase in reasons relating to cost (31% vs. 21%). Non-
ownership of a PC / laptop is also stated as a factor (23%). Adults aged 65 and over
and those in ABC1 socio-economic groups are more likely to give reasons relating to
a lack of interest (88% and 82% respectively), while adults aged under 65 and those
in C2DE socio-economic groups are more likely to give reasons relating to cost (40%
and 34% respectively).
• While half of all UK adults (50%) say they would miss watching television the most,
compared to 2007, more adults now say they would miss using the internet (15% vs.
12%). Younger adults, aged 16-24 (36%), and those in AB socio-economic groups
(42%), are less likely to say that they would most miss watching television.
• Communication preferences have changed since 2005, with a shift towards online
methods for some activities. Adults are now more likely to prefer to check their bank
balance online (30% vs. 22%), and booking a holiday online / by email is now as
popular a preference as booking a holiday in person (36%).
3.2 High take-up of media in the home, although take-up remains lower for
people in DE socio-economic groups and older adults
Take-up of the key platforms of mobile phone, digital television, the internet and digital video
recorders (DVRs) has increased since 2007. Access to digital radio at home through the
internet or digital television or listening to a DAB radio has also increased since 2007.
10
Figure 1: Household take-up of key platforms: 2005, 2007 and 2009 11
Digital radio Mobile phone* Digital TV Internet DVR

NB Combination of internet/ *Personal use
digital TV/ DAB radio access
100% 94%
91%
88% 89%
85%
82% 82%
77%
80% 71%
62% 62%
60% 54%
40% 35%
23%
20% 11%
0% 2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009
T1/ T2/ R1/ IN1/ M1 – Can any of your TV sets receive additional channels other than BBC, ITV, Channel 4/ S4C and (where available) Channel 5?/
Do you have a recorder for your TV service which can record and store TV programmes onto an internal hard drive, and also pause and rewind live
TV?/ In which of these ways do you ever listen to radio in your home?/ Does anyone in your household have access to the internet at home through
a computer or laptop?/ Do you personally use a mobile phone?. (Prompted responses, single coded)
Base: All adults aged 16+ (3244 in 2005, 2905 in 2007, 1824 in 2009). Significance testing shows any change between 2007 and 2009
Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May and September to October 2009
Seven in ten adults live in a household with access to the internet; an increase since 2007
(71% vs. 62%). This increase is evident in each age group of adults and in all of the socio-
economic groups. There has been an above-average increase in take-up since 2007 among
adults aged 16-24 (84% vs. 71%), aged 25-34 (84% vs. 71%) and adults in DE socio-
economic groups (48% vs. 35%).
It is still the case that take-up of the internet is lower among adults aged 55-64 (60% vs. 71%
of all adults) and adults aged 65 and over (33% vs. 71% of all adults). Take-up of the
internet at home also remains lower among those in DE socio-economic groups (48% vs.
71% of all adults) 12.
Around nine in ten adults live in a household with a digital television service; an increase
since 2007 (89% vs. 82%). Since 2007, take-up of digital television has increased among all
adults aged 35 and over, with the greatest increase among adults aged 65 and over (76%
vs. 65% in 2007). However, take-up of digital television services remains lower among adults
aged 65 and over (76% vs. 89% of all adults). Take-up of digital television has also
increased since 2007 among adults in C2 (92% vs. 85% in 2007) and DE (86% vs. 72%)
socio-economic groups.
Around nine in ten adults use a mobile phone; an increase since 2007 (91% vs. 85%). This
increase is evident among those aged 16-24 (100% vs. 97% in 2007), those aged 55-64
(92% vs. 82% in 2007) and those aged 65 and over (60% vs. 51% in 2007). It is still the
case, however, that take-up of a mobile phone is lower among adults aged 65 and over
(60% vs. 91% of all adults). Use of a mobile phone has also increased since 2007 among
adults in the C1, C2 and DE socio-economic groups, but remains lower among adults in DE
socio-economic groups (85% vs. 91% of all adults).
11
For Q1 2010 headline uptake figures across platforms please refer to Ofcom Tech Tracker; for
detailed demographic uptake figures for the internet please refer to Ofcom Digital Participation
Consortium Tech Tracker data, both at http://www.ofcom.org.uk/research/stats/
12
There is a degree of overlap among those aged 65 and over and those in DE socio-economic
groups as one in three of all UK adults aged 65+ (33%) are in DE socio-economic groups.
11
Figure 2: Take-up of platforms, by age and socio-economic group: 2005, 2007 and
2009 13
2005
2007
Digital television 2009 Internet Mobile phone
(Household) (Household) (Personal)
62% 55% 82%
Total 82% 62% 85%
89% 71% 91%
67% 62% 94%

16-24 87% 71% 97%
91% 84% 100%
68% 66% 96%

25-34 90% 70% 96%
92% 82% 98%
69% 71% 94%

35-44 90% 79% 96%
93% 84% 97%
66% 61% 88%

45-54 83% 72% 93%
92% 79% 94%
60% 49% 73%

55-64 79% 53% 82%
87% 60% 92%
45% 22% 49%

65+ 65% 27% 51%
76% 33% 60%
71% 79% 87%

AB 89% 82% 90%
91% 86% 91%
62% 62% 86%

C1 85% 72% 90%
89% 83% 94%
65% 53% 83%

C2 85% 57% 86%
92% 67% 94%
52% 26% 74%

DE 72% 35% 76%
86% 48% 85%
T1/ IN1/ M1 – Can any of your TV sets receive additional channels other than BBC, ITV, Channel 4/ S4C and (where available) Channel 5?/ Does anyone
in your household have access to the internet at home through a computer or laptop?/ Do you personally use a mobile phone? (Prompted responses,
single coded)
Base: All adults aged 16+ (3244 in 2005, 2905 in 2007, 1824 in 2009, 253 aged 16-24, 274 aged 25-34, 374 aged 35-44, 274 aged 45-54, 276 aged 55-
64, 373 aged 65+, 404 AB, 521 C1, 356 C2, 540 DE). Signif icance testing shows any change between 2007 and 2009
Source: Of com research, f ieldwork carried out by Saville Rossiter-Base in April to May and September to October 2009
Around one in three adults live in a household with a digital video recorder; an increase
since 2007 (35% vs. 23%). This increase is evident in each age group of adults and in all of
the socio-economic groups. There has been an above-average increase in take-up since
2007 among adults aged 25-34 (46% vs. 27%) and adults in the C2 socio-economic group
(39% vs. 21%). In 2009, take-up of a digital video recorder is lower among adults aged 65
and over (20% vs. 35% of all adults) and those in DE socio-economic groups (24% vs. 35%
of all adults).
One in three adults listens to digital radio through a DAB radio, digital television or the
internet; an increase since 2007 (35% vs. 23%). This increase is evident among those aged
25-34 (45% vs. 38% in 2007), 55-64 (34% vs. 24%) and 65 and over (24% vs. 17%), as well
as each socio-economic group except C1. Listening to digital radio is less common among
adults aged 65 and over (24% vs. 35% of all adults) and those in DE socio-economic groups
(26% vs. 35% of all adults).
13
For Q1 2010 headline uptake figures across platforms please refer to Ofcom Tech Tracker; for
detailed demographic uptake figures for the internet please refer to Ofcom Digital Participation
Consortium Tech Tracker data, both at http://www.ofcom.org.uk/research/stats/
12
Figure 3: Take-up of digital video recorder and listening to digital radio: 2005, 2007
and 2009
2005
2007
DVR 2009 Listen to digital radio
(Household) (Personal)
12% 27%
Total 23% 30%
35% 35%
19% 30%
16-24 19% 30%
30% 33%
10% 31%
25-34 27% 38%
46% 45%
16% 33%
35-44 29% 37%
39% 36%
15% 31%
45-54 29% 33%
39% 35%
7% 21%
55-64 18% 24%
31% 34%
4% 15%
65+ 14% 17%
20% 24%
14% 34%
AB 33% 36%
43% 42%
14% 28%
C1 23% 35%
36% 39%
8% 24%
C2 21% 26%
39% 33%
9% 21%
DE 14% 21%
24% 26%
T2/ R1 – Do you have a recorder f or your TV service which can record and store TV programmes onto an internal hard drive, and also pause and
rewind live TV?/ In which of these ways, if any, do you ever listen to radio in your home? (Prompted responses, single coded)
Base: All adults aged 16+ (3244 in 2005, 2905 in 2007, 1824 in 2009, 253 aged 16-24, 274 aged 25-34, 374 aged 35-44, 274 aged 45-54, 276 aged
55-64, 373 aged 65+, 404 AB, 521 C1, 356 C2, 540 DE). Signif icance testing shows any change between 2007 and 2009
Figure 4 shows the profile of the internet users surveyed in 2005, 2007 and 2009, in terms of
the proportion of internet users in each of the six age groups and the proportion of internet
users in each of the four socio-economic groups. The age and socio-economic group profile
of all adults in the UK population in 2009 is also shown for comparison 14.
There has been an increase over time in the proportion of internet users aged 65 and over
and those in the DE socio-economic groups. While 6% of all internet users were aged 65 or
over in 2007, in 2009 this rose to 8% of all internet users. Since 2005 there has been an
increase in the proportion of internet users from DE socio-economic groups, from 14% in
2005 to 20% in 2009. Internet users in DE socio-economic groups are more likely to be aged
16-34 compared to internet users as a whole (48% vs. 40%).
14
These all-adult profiles are based on the survey data, and are within the margins of error for 2001
Census profile data.
13
Figure 4: Age and socio-economic group profile of internet users: 2005, 2007 and
2009
Age
16-24 25-34 35-44 45-54 55-64 65+
2005 19% 22% 26% 15% 12% 6%
Internet
2007 19% 22% 25% 17% 11% 6%
users
2009 19% 21% 23% 17% 12% 8%
All adults 2009 15% 18% 20% 15% 15% 18%
0% 20% 40% 60% 80% 100%
Socio-economic group
AB C1 C2 DE
2005 35% 34% 17% 14%
Internet
2007 32% 34% 17% 17%
users
2009 30% 33% 17% 20%
All adults 2009 25% 29% 18% 27%
0% 20% 40% 60% 80% 100%
IN1/ IN6 – Do you or does anyone in your household have access to the internet at home through a computer or laptop? And do you use the internet
at home?/ Do you ever access the internet anywhere other than in your home at all? (Prompted responses, single coded)
Base: All adults aged 16+ who use the internet at home or anywhere else (1746 in 2005, 1723 in 2007, 1282 in 2009). Signif icance testing shows any
change between 2007 and 2009
3.3 Increase in internet users, both at home and elsewhere
The figures reported so far are based on take-up of the internet at home, in other words the
proportion of adults in households that have access to the internet. However, not all adults
who live in households with the internet actually use it. Within the UK adult population, 67%
of adults are in households that have internet access through a computer or laptop and say
that they personally use the internet at home. An additional 5% of adults are in households
that have internet access through a computer or laptop but say that they do not personally
use the internet at home.
Over seven in ten adults use the internet at home or elsewhere in 2009 (73%), compared to
over six in ten (63%) in 2007 and in 2005 (59%). Four in ten of all UK adults (38%) use the
internet both at home and elsewhere, compared to three in ten (29%) in 2007. There has
also been an increase in the proportion of UK adults who use the internet only at home (29%
vs. 26%), but no change in the proportion who use the internet only in other locations (5%
vs. 7%).
14
Figure 5: Where the internet is used by UK adults: 2005, 2007 and 2009
100%
27%
Home and elsewhere
29%
80% 38%
23% Home only

60%
26%
9% 29%
40% 7%
Elsewhere only
5%
20% 41%
37%
27%
Don't use
0%
2005 All adults 2007 All adults 2009 All adults
Base: All adults aged 16+ (3244 aged 16+ in 2005, 2905 aged 16+ in 2007, 1824 aged 16+ in 2009). Signif icance testing shows any change
between 2007 and 2009
3.4 Adults aged over 65 and those in DE socio-economic groups remain

more likely to be non-users of the internet
As shown in Figure 6, three in ten UK adults (27%) do not use the internet at home or
elsewhere in 2009, and this is more common among older adults; accounting for four in ten
aged 55-64 (41%) and seven in ten aged 65 and over (69%). Non-users of the internet form
a higher proportion of adults in DE socio-economic groups (46%) than in other socio-
economic groups. With the exception of adults aged over 65 and adults in DE socio-
economic groups, a majority of adults in all other age and socio-economic groups use the
internet at home.
While four in ten of all UK adults (38%) use the internet both at home and elsewhere in
2009, this is more common among younger adults aged 16-24 (62%), 25-34 (50%), and 35-
44 (47%), as well as those in the socio-economic groups AB (56%) and C1 (49%). While
three in ten of all UK adults (29%) only use the internet at home, this is more common
among those aged 35-44 (34%) and those aged 55-64 (37%).
The only group more likely than UK adults as a whole to use the internet in other locations
but not at home are those in the DE socio-economic group (11% vs. 5% of all UK adults).
15
Figure 6: Where the internet is used by UK adults in 2009: by age, gender and socio-
economic group
100%
8%
19% 16%
Home and elsewhere
29%
38% 21% 36%
80% 43% 40%
47% 49%
50%
1% 56% 27%
62%
37% Home only
60%
34%
11%
29% 31%
27%
31% 3%
40%
27% 34% 29% Elsewhere only
69% 4%
5% 4% 6% 27%
19%
6% 46%
20% 41% 4%
9% 4%
2% 32%
27% 9% 28% 26%
20% 18% Don't use
13% 15% 14%
10%
0%
Total 16-24 25-34 35-44 45-54 55-64 65+ Male Female AB C1 C2 DE
Base: All adults aged 16+ (1824 aged 16+, 253 aged 16-24, 274 aged 25-34, 374 aged 35-44, 274 aged 45-54, 276 aged 55-64, 373 aged 65+, 886
male, 938 f emale, 404 AB, 521 C1, 356 C2, 540 DE). Signif icance testing shows any dif f erence between any age group and all adults aged 16+,
between males and f emales, between any socio-economic group and all adults aged 16+
Figure 7 highlights the contrast between users and non-users of the internet (in any location)
in terms of their demographic profile. Close to two in three non-users of the internet are aged
55 and over (64%) – with more than two in five aged 65 and over (44%).
Figure 7: Demographic profile of all UK adults, users and non-users of the internet
2009
All UK adults Users of the Non-users of

aged 16 and internet the internet
over
Aged 16-24 15% 19% 6%
Aged 25-34 18% 21% 8%
Aged 35-44 20% 23% 10%
Aged 45-54 15% 17% 11%
Aged 55 - 64 15% 12% 22%
Aged 65 and over 18% 8% 44%
Socio-economic group AB 25% 30% 13%

Socio-economic group C1 29% 33% 19%
Socio-economic group C2 18% 17% 21%
Socio-economic group DE 27% 20% 46%
Male 48% 47% 50%

Female 52% 53% 50%
16
3.5 Younger adults also use alternative devices to get online
In addition to asking adults about their use of the internet through a computer or laptop at
home, the 2009 survey established the extent to which adults use alternative devices to go
online: a mobile phone (including smartphones); games console or handheld games player,
or portable media player.
While seven in ten UK adults (67%) go online at home through a PC or laptop, three in ten
(28%) visit websites via a mobile phone, one in ten (10%) visit websites via a games
console/player, and one in twenty (6%) visit websites via a portable media player. The
youngest adults, aged 16-24 and aged 25-34, are more likely than UK adults as a whole to
visit websites using a mobile phone (50% for 16-24 and 42% for 25-34 vs. 28% of all adults)
or a games console / player (20% for 16-24s and 16% for 25-34s vs. 10% of all adults).
Figure 8: Devices used to visit internet websites in 2009: by age

All aged 16+ 16-24 25-34 35-44 45-54 55-64 65*
100%
85%
81%82% 81% 80%
80% 77%
75%
73%
69%
67%
60% 56% 55%

50%
42%
40%
34%
29% 28% 28% 28%
20%
20% 16%
13% 13%
10% 11%
9% 9%
6% 7%
4% 3% 3%
2% 1%
0%
0%
ANY OF THESE PC or laptop at home Mobile phone Games console/ player Portable media player
IN1/ IN2 – Do you or does anyone in your household have access to the internet at home through a laptop or computer? And do you personally use the
internet at home?/ Do you own and use any of the items shown on this card to visit internet websites? (Prompted responses, single coded)
Base: All adults aged 16+ (1824 aged 16+, 253 aged 16-24, 274 aged 25-34, 374 aged 35-44, 274 aged 45-54, 276 aged 55-64, 373 aged 65+).
Signif icance testing shows any dif f erence between any age group and all adults aged 16+
Source: Of com research, f ieldwork carried out by Saville Rossiter-Base in April to May and September to October 2009 6
While Figure 8 shows each type of device used to visit websites, Figure 9 divides UK adults
into four distinct groups: those who only use a PC / laptop at home and do not use an
alternative device, those who use both a PC / laptop at home and also use an alternative
device, those who only use an alternative device and do not use a PC / laptop at home, and
those who do not use either type of device to visit websites.
Just over half of the youngest adults, aged 16-24, use both a PC / laptop at home and an
alternative device to visit websites (53% vs. 29% of all adults), and this is also more likely
among 25-34s (42%) and 35-44s (36%) compared to all adults. Adults in AB socio-economic
groups are also more likely to use both a PC / laptop at home and an alternative device to
visit websites (39% vs. 29% of all adults).
Almost all of those using alternative devices to go online also use a PC or laptop, with just
2% of UK adults only using an alternative device. While very few adults only use an
alternative device to visit websites, this is more likely among females than males (3% vs.
1%), and among adults in DE socio-economic groups compared to all adults (5% vs. 2% of
all adults).
17
Figure 9: Devices used to visit internet websites in 2009: by age, gender and socio-
economic group15
100%
PC/ laptop at home
25% 24% and not alternative
28%
36% 33% device
37% 37% 37%
80% 44% 43% 44%
45% 46%
3%
1%
17% PC/ laptop at home
and alternative device
60%
5%
13% 29%
29% 29% 29%
53% 1%
42%
40% 28% Alternative device and
36% 39% 32% 2%
71% not PC/ laptop at
2% 1% 3% home
2% 53%
3% 44% 1%
20% 2%
4% 35%
31% 32% 30% Don't use
25%
19% 18% 21%
15% 17%
0%
Total 16-24 25-34 35-44 45-54 55-64 65+ Male Female AB C1 C2 DE
IN1/ IN2 – Do you or does anyone in your household have access to the internet at home through a laptop or computer? And do you personally use the
internet at home?/ Do you own and use any of the items shown on this card to visit internet websites? (Prompted responses, single coded)
male, 938 f emale, 404 AB, 521 C1, 356 C2, 540 DE). Signif icance testing shows any dif f erence between any age group and all adults aged 16+, between
males and f emales, between any socio-economic group and all adults aged 16+
7
3.6 Younger adults and males have a higher volume of internet use
Adults using the internet at home or elsewhere were asked to estimate how many hours in a
typical week they used the internet at each of the places they accessed it. Figure 10
compares the estimated average weekly volume of use of the internet by users in 2005,
2007 and 2009, and also shows the findings from 2009 across each age group, by gender
and for each socio-economic group. Because these estimates are self-reported it is likely
that a degree of under- and over-reporting will be present, and the estimates shown should
be taken as indicative only 16.
The estimated weekly volume of use of the internet among users in 2009 has not changed
since 2007 (12.2 vs. 12.1 hours). The youngest internet users, aged 16-24, have a higher
weekly volume of use compared to all internet users (16.6 vs. 12.2 hours), and this is due
mostly to a higher volume of use at home (12.1 vs. 8.4 hours). The oldest internet users,
aged 55-64 and 65+, have a lower weekly volume of use compared to all internet users (9.0
for 55-64 and 5.8 for 65+ vs. 12.2 hours).
Males have a higher estimated weekly volume of use than females (13.7 vs. 9.1 hours), due
to a higher volume of use in the workplace / place of education (4.0 vs. 2.2 hours).
Across the socio-economic groups, the estimated weekly volume of use does not differ for
use at home. The higher volume of use in the workplace / place of education for users in the
C1 socio-economic group (4.6 vs. 3.1 hours) means that these users have a higher overall
15
The three types of device grouped together and shown in Figure 9 as ‘alternative device’ are a
mobile phone (including smartphones), a games console or handheld games player, and a portable
media player.
16
That said, the self-reported figures in this survey are not dissimilar to the industry standard
measurement. For the month of October 2009, Nielsen figures for internet use at home among the UK
population (i.e. adults and children) show a total of 29 hours – compared to the 8.4 hours at-home use
per week or approximately 33 hours per month self-reported by adults in this survey.
18
volume of use compared to all users (14.1 vs. 12.2 hours). Adults in C2 and DE socio-
economic groups have a lower overall volume of use compared to all users (10.1 for C2 and
9.6 for DE vs. 12.2 hours), due to lower volumes of use in the workplace / place of education
(1.6 for C2 and 0.8 for DE vs. 3.1 hours).
Figure 10: Volume of internet use per week: 2005, 2007 and 2009, by age socio-
economic group and gender
At home At workplace/ place of education Anywhere else
2005 6.6 3.0 0.5 9.9 hours
2007 8.2 3.3 0.6 12.1 hours
2009 8.4 3.1 0.7 12.2 hours
16-24 12.1 3.1 1.4 16.6 hours
25-34 9.3 3.6 1.0 13.9 hours
35-44 7.5 3.9 0.5 11.9 hours

Age
45-54 6.3 4.0 0.7 11.0 hours
55-64 7.4 1.4 9.0 hours
65+ 5.5 5.8 hours
AB 8.5 3.9 0.6 13.0 hours
Socio- C1 8.9 4.5 0.7 14.1 hours

economic
group C2 7.7 1.6 0.8 10.1 hours
DE 7.9 0.8 0.9 9.6 hours
Male 9.0 4.0 0.7 13.7 hours

Gender
Female 7.9 2.2 0.7 9.1 hours
0.0 4.0 8.0 12.0 16.0 20.0

IN7A-C – How many hours in a typical week would you say you use the internet at home/ at your workplace or place of education/ anywhere else?
(Unprompted responses, single coded)
Base: All adults aged 16+ who use the internet at home or elsewhere (1746 in 2005, 1723 in 2007, 1282 in 2009) Signif icance testing shows any
change between 2007 and 2009, any dif f erence between any age group and all adults aged 16+, between males and f emales, between any socio-
economic group and all adults aged 16+
3.7 Lack of interest remains the most-mentioned reason for not intending to
get the internet at home
Twenty-nine per cent of all adults do not have the internet at home. Seven in ten of all adults
who do not currently have the internet at home say they do not intend to get the internet at
home in the next 12 months (70%). Those who do not intend to get the internet at home
were asked to say why, without any prompting, and were allowed to nominate as many
different reasons as applied to them 17. Figure 11 shows a summary of the reasons given by
those who do not intend to get the internet at home in the next 12 months.
Most give reasons relating to a lack of interest, as in previous years, although this is less
likely than in 2007 (72% vs. 82%). There is an increase in the number who do not intend to
get internet access due to reasons relating to cost compared to 2007 (31% vs. 21%). In
2009 some 23% of people without the internet gave reasons relating to ownership /
availability; typically that they do not have a computer (21%), with some saying that they do
not have a landline telephone (2%).
17
The incidence of nominating ‘cost’ as a reason for not getting internet access at home may exclude
a proportion of respondents who did not feel comfortable nominating this particular reason. Those
stating ‘a lack of interest’ as a possible reason could be masking those that are not interested in
getting the internet at home for various underlying reasons such as due to a lack of experience or a
lack of confidence regarding the internet.
19
Figure 11: Stated reasons for not intending to get home internet access in the next 12
months: 2005, 2007 and 2009 18
Interest Cost Ownership/ availability Knowledge Concerns Access elsewhere
(e.g. Not interested in the (e.g. I can’t afford a (e.g. I don’t have a (e.g. Don’t know how to (e.g. Worried about (e.g. Can use the internet
internet, wouldn’t use it) computer, it’s too computer) use a computer) security/ ID theft) at work/ elsewhere)
expensive)
100%
82 82
80%
72
60%
40%
31
21 23
18
20% 15
11
7 6
2 2 2 1 2
NA NA
0%
2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009
IN19 – Can you tell me what your reasons are for not getting internet access at home? (Unprompted responses, multi-coded)
Base: All adults aged 16+ who do not intend to get internet access at home (930 in 2005, 743 in 2007, 410 in 2009). Significance testing shows any
change between 2007 and 2009. Percentages may add to more than 100% as respondents can nominate more than one reason.
In 2009, a total of 410 interviews were conducted with UK adults who say that they do not
intend to get the internet at home in the next 12 months. Comparisons across the different
demographic groups can be made between those aged under 65 and those aged 65 and
over, between males and females, and between those in ABC1 and C2DE socio-economic
groups.
Adults aged 65 and over are more likely than those aged under 65 to give reasons relating to
a lack of interest (88% vs. 60%), while those aged under 65 are more likely to give reasons
relating to cost (40% vs. 15%).
Adults in ABC1 socio-economic groups are more likely than those in C2DE socio-economic
groups to give reasons relating to a lack of interest (82% vs. 69%), while those in C2DE
socio-economic groups are more likely to give reasons relating to cost (34% vs. 21%).
Reasons relating to cost are more likely to be given by females than males (37% vs. 25%).
Those who do not intend to get the internet at home may give a number of different reasons
for this. For example, the same individual may say that they do not intend to get the internet
at home both because they’re not interested in the internet and because it is too expensive.
Figure 12 shows a hierarchy of reasons for not intending to get the internet at home. Any
reasons for not intending to get the internet at home that relate to cost have been prioritised
and come first in the hierarchy of reasons (these are shown as financial exclusion in Figure
12). Those who do not give reasons related to cost but also do not give reasons related to a
lack of interest come second in the hierarchy of reasons (these are shown as other types of
exclusion in Figure 12 and include those who say they do not have a computer). The last
group in the hierarchy is those who only give reasons related to a lack of need or a lack of
interest (these are shown as ‘self’-exclusion in Figure 12).
Across all UK adults, the ‘self’-exclusion group (10% of all adults) is larger than the financial
exclusion group (6%) and other types of exclusion (4%). The ‘self’-exclusion group accounts
18
The questionnaires used in the 2005 and 2007 surveys did not include non-ownership of equipment
as a possible category for the responses people gave about why they did not intend to get access to
the internet at home. The number of categories was extended in the 2009 survey.
20
for four in ten adults aged 65 and over (40%) and two in ten adults in DE socio-economic
groups (18%). The financial exclusion group accounts for one in ten adults aged 65 and over
(9%) or in DE socio-economic groups (14%).
Figure 12: Internet take-up, intentions and reasons for not intending to get in 2009: by
age and socio-economic group19
Internet connection at home Likely to get in next 12 months Don't know if will get
Financial exclusion Other types of exclusion 'Self'-exclusion
All adults 71% 4% 4% 6% 4% 10%
16-24 84% 5% 2% 6% 1% 10%
25-34 82% 6% 6% 3%1%2%
35-44 84% 3% 2% 6% 1%3%
45-54 79% 2% 4% 5% 4% 6%
55-64 60% 6% 7% 7% 8% 12%
65+ 33% 3% 5% 9% 10% 40%
AB 86% 3% 2%2%2% 5%
C1 83% 2% 4% 2% 3% 5%
C2 67% 6% 5% 6% 4% 12%
DE 48% 7% 8% 14% 6% 18%
DE of working age 55% 8% 9% 13% 4% 9%
All UK of working age 78% 4% 4% 5% 3% 5%
0% 20% 40% 60% 80% 100%

IN1/ IN17/ IN19 – Do you or does anyone in your household have access to the internet at home through a laptop or computer?/ Can you tell me if you
intend to get internet access at home in the next year or so?/ And can you tell me what your reasons are f or not getting internet access at home? Reasons
f or not intending to get access at home in the next 12 months are split into three distinct groups with the f ollowing hierarchy – any f inancial reasons, any
other reasons that are not ‘self ’ exclusion (principally ‘I don’t have a computer’ and ‘It’s not f or people of my age’), any ‘self ’ exclusion reasons (‘I don’t
need it’, ‘I’m not interested in the internet’, ‘I’m satisf ied with using the internet at work/ elsewhere’)
Base: All adults aged 16+ (1824 aged 16+, 253 aged 16-24, 274 aged 25-34, 374 aged 35-44, 274 aged 45-54, 276 aged 55-64, 373 aged 65+, 886 male,
938 f emale, 404 AB, 521 C1, 356 C2, 540 DE, 416 DE of working age, 1451 All UK of working age). Signif icance testing shows any dif f erence between
any age group and all adults aged 16+, between males and f emales, between any socio-economic group and all adults aged 16+
3.8 Most adults only use their mobile phone for calls or texts in a typical
week
Adults who use a mobile phone (91% of all adults) were prompted with a range of activities
and were asked to say which they ever do using their phone, and how often they do each 20.
The range of activities are listed below:
• Make or receive calls
• Send or receive text messages
• Take photos
• Send or receive photo messages
• Listen to music
19
It is not possible to show data relating solely to non-users of the internet for age and socio-
economic group due to base sizes.
20
These activities do not represent an exhaustive list of all the potential activities that can be
undertaken with a mobile phone, but were chosen as representing the majority of activities for most
people.
21
• Take videos
• Play games that are loaded on the phone
• Visit websites using your phone
• Use your phone to visit social networking sites
• Send or receive video clips
• Use your phone to visit sites to look at videos or clips posted by other people
• Play games over the internet using your phone
• Use your phone to put photos or videos on sites for others to see
• Send or receive Twitter updates using your phone
• Watch TV programmes
Figure 13 shows the activities undertaken using a mobile phone at least once a week by five
per cent or more of all mobile phone users. Nine in ten mobile phone users make or receive
calls using their mobile phone at least weekly and eight in ten send or receive text
messages. Fewer than half of all mobile phone users undertake any of the other activities
that we asked about at least weekly; with four in ten using the phone to take photos and two
in ten using the phone to send or receive photo messages or to listen to music.
Younger mobile phone users, aged 16-24 and 25-34, are more likely than mobile phone
users as a whole to undertake each of the activities at least once a week, while older users
aged 55-64 and 65+ are less likely.
22
Figure 13: Mobile phone activities carried out at least once a week in 2009: by age
All aged 16+ 16-24 25-34 35-44 45-54 55-64 65+

98%
98%
97%
97%
95%
100%
94%
92%
91%
87%
86%
84%
80%
68%
66%
63%
61%
60%
48%
42%
37%
35%
40%
34%
34%
32%
31%
30%
25%
24%
24%
23%
20%
19%
18%
18%
16%
16%
16%
15%
15%
15%
20%
14%
12%
11%
11%
10%
10%
9%
9%
8%
8%
7%
7%
6%
6%
5%
5%
5%
4%
4%
4%
3%
3%
2%
2%
2%
2%
2%
2%
1%
1%
0%
0%
0%
Make/ receive Send/ receive Take photos Photo messages Listen to music Take videos Play games Visit w ebsites Visit social Send/ receive
calls texts loaded on the netw orking sites video clips
phone
M8A-M8O – Please tell me f rom this list the types of things you use your mobile phone f or, and how of ten you do each.
Base: All adults aged 16+ who use a mobile phone (1632 aged 16+, 252 aged 16-24, 267 aged 25-34, 363 aged 35-44, 260 aged 45-54, 253 aged 55-64,
236 aged 65+). Shows weekly uses made by 5% or more of all mobile phone users. Signif icance testing shows any dif f erence between any age group
and all adults aged 16+.
Three of the activities are more likely to be undertaken at least once a week by females
compared to males: send or receive text messages (87% vs. 80%), take photos using the
phone (40% vs. 33%) and send or receive photo messages (40% vs. 33%).
3.9 Increase in digital radio listeners
All adults were shown a list of ways of listening to radio at home and were asked to say
which they ever use. Eight in ten UK adults say they listen to radio at home, which is an
increase on the 2007 measure (78% vs. 73%).
Since 2007 there has been an increase in the proportion of UK adults who say they listen to
any type of digital radio (35% vs. 30%). This increase is due to a higher proportion of adults
who listen to radio at home using a DAB digital radio set (18% vs. 13%), as the proportions
who listen through their digital TV service or over the internet have not changed since 2007.
23
Figure 14: Ways of listening to radio at home: 2005, 2007 and 2009
2005 2007 2009
100%
80% 74%
62% 65%
60%
40% 35%
27% 30% 27%
22%
18% 18%17% 17%
20% 13% 14%
6% 8% 9% 9%
0%
Traditional radio set DAB digital radio set Satellite or cable TV Over the internet/ ANY DIGITAL RADIO Don't listen to radio at
service or Freeview download a podcast home
R1 – In which of these ways, if any, do you ever listen to radio in your home? (Prompted responses, multi-coded)
Base: All adults aged 16+ (3244 in 2005, 2905 in 2007, 1824 in 2009). Significance testing shows any change between 2007 and 2009.
Across the demographic groups, adults aged 25-34 are more likely than adults as a whole to
listen to digital radio (45% vs. 35% of all adults), and this is also the case for adults in AB
socio-economic groups (42% vs. 35%).
3.10 Increase in gaming
All adults were shown a list of devices that can be used for gaming and were asked to say
which they ever use to play games at home or elsewhere. Just under four in ten UK adults
use any of the devices for gaming, which is an increase on the 2007 measure (36% vs.
31%). Since 2007, the greatest increase is in gaming using a ‘fixed’ games console
connected to a TV (27% vs. 20%), with a smaller increase in gaming using a hand-held
games player (16% vs. 13%). There has been an overall decrease in gaming using a PC /
laptop since 2007 (14% vs. 17%).
24
Figure 15: Ways of playing games at home or elsewhere: 2007 and 2009
2007 2009
100%
80%
60%
40% 36%
31%
27%
20%
20% 16% 17%
13% 14%
6%
1% 1%
0% NA NA NA NA
Any gaming Games console Hand held PC/ laptop Mobile phone MP3 player (new Portable media PDA (new in
& TV games player (new in 2009) in 2009) player (new in 2009)
2009)
G2 – Do you ever play games at home or elsewhere in any of these ways? (Prompted responses, multi-coded)
Base: All adults aged 16+ (2905 in 2007, 1824 in 2009). Signif icance testing shows any change between 2007 and 2009.
19
Across the different demographic groups, adults aged 16-24 and 25-34 are more likely than
adults as a whole to use any of the devices for gaming (64% for 16-24s and 58% for 25-34s
vs. 36% of all adults).
At an overall level, the incidence of gaming does not differ by gender or socio-economic
group. However, gaming using a console connected to a TV is more likely among males
than females (31% vs. 22%) and more likely among adults in C1 socio-economic groups
than adults as a whole (31% vs. 27%).
Adults who use any of the devices for gaming at home or elsewhere were asked to say how
many hours per week they play games. The overall average in 2009 is 4.3 hours per week,
which does not differ significantly from the 2007 measure (4.7 hours per week). In 2009,
males play for more hours per week compared to females (5.2 vs. 3.4 hours per week).
25
Figure 16: Volume of gaming per week: 2007 and 2009, by age, socio-economic group
and gender
2007 4.7
2009 4.3
16-24 5.5
25-34 3.9
Age
35-44 4.0
45+ 3.8
AB 3.6
C1 4.6
Socio-
economic
group C2 4.2
DE 4.7
Male 5.2
Gender
Female 3.4
0.0 4.0 8.0 12.0 16.0 20.0

G5 – How many hours in a typical week would you say you play games? (Unprompted responses, single coded)
Base: All adults aged 16+ who ever play electronic games (843 in 2007, 616 in 2009, 164 aged 16-24, 154 aged 25-34, 157 aged 35-44, 141 aged 45+,
121 AB, 199 C1, 124 C2, 172 DE, 316 Male, 300 Female). Significance testing shows any change between 2007 and 2009, any difference between any
age group and all adults aged 16+, between males and females, between any socio-economic group and all adults aged 16+
3.11 People use media platforms for a variety of reasons
Adults living in a household with a television, those who listen to the radio at home, those
who use the internet at home or elsewhere and those who use a mobile phone were shown
a list of possible reasons for using each of these media, and were asked to say which, if any,
applied to them. Reasons given by users for each of these four media from the 2009 survey
are shown in Figure 17, with responses ‘stacked’ in order to show the breadth of reasons
given and the differences across the four media.
The most popular reasons for watching television and for listening to radio are to relax and to
keep up to date with news. The most popular reasons for using the internet are to find out or
learn things, and for contact with other people. Unsurprisingly, the single most popular
reason for using a mobile phone remains for contact with other people.
26
Figure 17: Reasons for using key media platforms in 2009

For contact with
other people
(Internet and
Mobile phone only)
To pass the time
60%
43%
36% For fun

39%
47%
50%
To relax
34%
80%
41%
64% To keep up to date

21% with sports
30%
96%
22%
47% 76% To find out or learn
29% things
9%
16%
57%
49% 10% To keep up to date
39%
3% with news
8%
5%
TV Radio Internet Mobile phone
T15/ R11/ IN42/ M10 – Which, if any of these are reasons why you watch TV/ listen to radio/ use the internet/ use a mobile phone? (prompted
responses, multi-coded)
Base: All adults aged 16+ with any TVs (1808 in 2009), who listen to radio at home (1388 in 2009), who use the internet at home or elsewhere (1282
in 2009), who use a mobile phone (1632 in 2009). Significance testing shows any differences between one platform and all other platforms
For each of television, radio, the internet and mobile phones, younger adults are more likely
than adults as a whole to say they use media for fun and to pass the time. Males are more
likely than females to say they use each of the four key media to keep up to date with sports,
and males are also more likely than females to use the internet to keep up to date with news.
Females are more likely than males to watch television and use a mobile phone to relax.
Figure 18 shows the reasons for using the internet across the demographic groups in 2009,
with responses also ‘stacked’ in order to show the breadth of reasons. Younger adults, aged
16-34, differ from the adult population as a whole in 2009 in their reasons for using the
internet: they are more likely to say they use the internet for contact with other people (66%
vs. 60%), for fun (65% vs. 50%), to relax (49% vs. 41%), to pass the time (48% vs. 36%) or
to keep up to date with news (45% vs. 39%), and less likely to say they use the internet to
find out or learn things (71% vs. 76%).
Adults aged 45-54 are more likely than adults as a whole to say they use the internet to find
out or learn things (85% vs. 76%). Adults aged 55 and over, are less likely than adults as a
whole to say they use the internet for fun (27% vs. 50%), to relax (25% vs. 41%), to pass the
time (22% vs. 36%) or to keep up to date with sports (16% vs. 21%).
The only differences measured between males and females in 2009 are that males are more
likely than females to say they use the internet to keep up to date with news (47% vs. 32%)
or with sports (36% vs. 9%) and to pass the time (39% vs. 33%).
There are relatively few differences between the reasons for using the internet across the
socio-economic groups in 2009, but adults in AB socio-economic groups are more likely than
adults as a whole to say they use the internet to keep up to date with news (50% vs. 39%)
and less likely to say they use the internet for fun (42% vs. 50%). Adults in DE socio-
economic groups are less likely than adults as a whole to say they use the internet to find
out or learn things (64% vs. 76%) or to keep up to date with news (25% vs. 39%).
27
Figure 18: Reasons for using the internet in 2009: by age, gender and socio-economic
group
70%
62% 60% For contact with

56% other people
60%
60% 65%
54% 60% 53%
42% 39% To pass the
59%
38% 57% time
37%
36% 28% 33%
33% 56%
70% 50%
33%
For fun
59% 55% 37%
46% 57% 42% 52%
50% 47% 21%
41% 49% To relax
22%
46% 41% 30% 38% 47% 53%
51% 43%
41% 42% 20%
25% 36% 25%
21% 41%
27% 26% 21% 24% To keep up to
21% 26% 18% 38%
18%
13% 9% date with sports
16%
85% 78% 76%
69% 80% To find out or
76% 72% 79% 76% 81%
71% 74% learn things
64%
50%
To keep up to
39% 40% 48% 41% 47% 40%
35% 35% 34% 32% 37% date with news
25%
All Adults 16-24 25-34 35-44 45-54 55-64 65+ Male Female AB C1 C2 DE
IN42 – Which, if any of these are reasons why you use the internet? (prompted responses, multi-coded)
Base: All adults aged 16+ who use the internet at home or elsewhere (1282 aged 16+ in 2009, 225 aged 16-24, 235 aged 25-34, 313 aged 35-44,
213 aged 45-54, 168 aged 55-64, 128 aged 65+, 615 male, 667 f emale, 341 AB, 417 C1, 232 C2, 290 DE). Signif icance testing shows any
dif f erences between any age group and all adults aged 16+, between males and f emales, between any socio-economic group and all adults aged
16+.
3.12 Increase for the internet as a regular media activity
Adults were shown a list of possible media activities and were asked to say which, if any,
they regularly do. While watching television remains the dominant media activity, there has
been a small decrease since 2007 in the proportion of adults stating they regularly watch
television (95% vs. 97%), returning to the level found in 2005. Listening to radio has
increased since 2007 (73% vs. 69%), but remains below the level found in 2005. The
remaining increases since 2007 relate to newer media: with increases for using the internet
(64% vs. 56%), using an MP3 player (29% vs. 25%) and playing console / computer games
(24% vs. 21%).
28
Figure 19: Regular media activities: 2005, 2007 and 2009

2005 2007 2009
100% 97%
95% 95%
80% 77%78% 78% 77%

73% 74%75% 73%
71%
69%
66%
64% 63%64%
60% 56% 56%

50% 50%
40%
29%
25% 24%
21%21%
18%
20%
13%
NA NA
0%
Watch Use a mobile Read Listen to the Use the Watch videos/ Listen to Listen to a Play console/ Use a
television phone newspapers/ radio internet via a DVDs music on a hi- portable computer portable
magazines computer/ fi/ CD/ tape music device/ games media player
laptop player MP3 player
A1 – Which of the following do you regularly do? (Prompted responses, multi-coded)
Base: All adults aged 16+ (3244 in 2005, 2905 in 2007, 1824 in 2009). Significance testing shows any change between 2007 and 2009.
Adults aged 65 and over are more likely than adults as a whole to regularly read newspapers
/ magazines. Adults aged 16-34 are more likely than adults as a whole to use a mobile
phone, use the internet, watch videos / DVDs, listen to an MP3 player, use a games console
/ player and to use a portable media player. As such, younger adults have a much broader
range of regular media activities.
3.13 Increase in using the internet as the most-missed media activity
To understand how much importance people attach to various media, we asked them to say
which single media activity they would miss the most if it was taken away. Among adults as
a whole, television is typically given as the medium they would miss the most (one in two say
this). Compared to 2007, adults are more likely to say they would miss using the internet
(15% vs. 12%), less likely to say they would miss using a mobile phone (11% vs. 13%) and
less likely to say they would miss listening to music on a hi-fi / CD or tape player (2% vs.
5%).
29
Figure 20: Most-missed media activity 21: 2005, 2007 and 2009
Watch television
100%
Use the internet via

computer/ laptop
80%
44% Use a mobile phone
52% 50%
Listen to the radio

60%
8% Read newspapers/
magazines
10% 12% 15%
40% Listen to music on a hi-
fi/ CD or tape player
12%
13% 11% Play console/ computer
6%
games
20% 8% 9%
Listen to a portable
13% 5% music device/ MP3
4%
5% 2% player
1% 2%
2% 1% 2% Watch videos/ DVDs
2% 2% 2%
0% 1%
2005 All adults 2007 All adults 2009 All adults
A2 – Which one of these would you miss doing the most? (Prompted responses, single coded)
Base: All adults aged 16+ (3244 in 2005, 2905 in 2007, 1824 in 2009). Significance testing shows any change between 2007and 2009
While adults in all demographic groups (age, gender, socio-economic group) are most likely
to say that television is the medium they would miss the most, there are some key
differences within the overall population of adults in 2009. Adults aged 16-24 are less likely
than adults as a whole to say they would miss television (36% vs. 50%), and more likely to
say they would most miss using a mobile phone (32% vs. 11%). Adults aged 55-64 and 65+
are less likely than adults as a whole to say they would miss using a mobile phone (4% and
1% vs. 11% of all adults). Adults aged 65 and over are more likely than adults as a whole to
say they would miss listening to radio (18% vs. 9%) or reading newspapers / magazines
(11% vs. 4%), and less likely to say they would miss using the internet (3% vs. 15%).
There are also some differences in the most-missed media activities of adults in specific
socio-economic groups, compared to the adult population as a whole in 2009. Adults in AB
socio-economic groups are less likely to say they would miss watching television (42% vs.
50%) and more likely to say they would miss using the internet (22% vs. 15%) or listening to
radio (14% vs. 9%). Adults in DE socio-economic groups are more likely than adults as a
whole to say they would miss watching television (55% vs. 50%) and less likely to say they
would miss using the internet (9% vs. 15%).
21
The categories ‘watch television’ or ‘listen to the radio’ do not specify the particular platform being
used for these activities. Future waves of the research will clarify which platform or device is being
referred to by respondents.
30
Figure 21: Most-missed media activity in 2009: by age and socio-economic group
100% 2% 1% 1%
1% 3% 1% 1%
1% 2% 1% 2% 2%
2% 3% 1% 1% 2% 1%
2% 2% 1% 4% 3% 1% 2% 1% 3% Use a portable
2% 4% 1% 2%
2% 4% 3% 3% 4% 3% 4% 2% media player
3% 1%
4% 2% 3%
4% 3% 11% 4% 5%
1% 2% 7%
2% 3% Watch videos/
14% 7% 8%
9% 10% 16% 9% DVDs
80% 9%
14%
18% 10% Listen to MP3
7% 13%
11% 4% 10% player
32% 11%
19% 12% 1% Play console/

3% 9% computer games
17% 17% 12%
60% 15% 20%
22% Listen to music on

hi-fi/ CD/ tape
18% Read newspapers/

magazines
40%
Listen to radio
60%
57% 55%
52% 54%
50% 49% 50%
47% Use a mobile
42% phone
20%
36%
Use the internet
Watch TV
0%
All aged 16-24 25-34 35-44 45-54 55-64 65+ AB C1 C2 DE
16+
A2 – Which one of these would you miss doing the most? (Prompted responses, single coded)
AB, 521 C1, 356 C2, 540 DE). Signif icance testing shows any dif f erences between any age group and all adults aged 16+, between any socio-
economic group and all adults aged 16+
Adults who regularly use the internet via a computer / laptop are now more likely to say that
the internet is the medium they would miss using the most. This accounts for one quarter
(25%) of regular internet users in 2009, compared to two in ten (21%) of regular internet
users in 2007 and in 2005 (16%).
3.14 Since 2005, fewer adults prefer to use the home / landline phone to make
contact
To understand people’s preferences for methods of communicating, we showed them a list

of six methods and asked them to say which one they would choose to use to make contact
in each of four different circumstances 22. The preferred communications options for the
different circumstances, in 2005 and in 2009, are shown in Figure 22. It should be noted that
the responses shown are for all UK adults, and not solely those with the available
technology, in order to be able to capture an overall picture of preferred communications
across all adults.
Despite nine in ten UK adults having their own mobile phone, the home / landline phone is
more likely to be chosen to make a call than a mobile phone in each circumstance. However,
each of the four circumstances that we asked about has seen a shift away from home /
landline phone calls and towards other options.
As in 2005, three in ten UK adults prefer to send a text to get in touch with a friend to
arrange to meet (29% vs. 27% in 2005), and this is now matched by choosing to make a
mobile phone call for this reason (31% vs. 19%). Arranging to meet a friend by using the
22
The communication option ‘Meet in person’ was not available as a choice for ‘Getting in touch with
a friend to arrange to meet.’
31
home / landline phone remains the most popular preference, but has declined since 2005
(38% vs. 50%). However, when looking at overall use of a mobile phone (making calls and
sending texts combined), any use of a mobile phone to get in touch with a friend to arrange
to meet is more popular than using the home / landline phone (59% vs. 38%).
Preferences for getting in touch with a friend to arrange to meet vary considerably across the
different demographic groups. Younger adults, aged 16-34, are more likely than all adults to
prefer to send a text (59% of 16-24s and 42% of 25-34s vs. 29% of all adults), while older
adults are more likely to prefer to make a call using the home / landline phone (61% of 55-
64s and 83% aged 65+ vs. 38% of all adults). Males are more likely than females to prefer to
make a mobile phone call (37% vs. 25%) while females are more likely than males to prefer
to send a text (34% vs. 29%). There are relatively few differences across the socio-economic
groups, but adults in the C2 socio-economic group are more likely than all adults to prefer to
make a call using the home / landline phone (46% vs. 38%). 23
Since 2005, UK adults are more likely to prefer to check their bank balance online (30% vs.
22%) and less likely to prefer to check their bank balance by making a home / landline
phone call (12% vs. 18%). The main preference remains to check a bank balance in person
(49% in 2005 and in 2009). There are some key differences in the preferred way to check a
bank balance within the overall adult population. The youngest adults are more likely than all
adults to prefer to check online (43% of 16-24s and 44% of 25-34s vs. 30% of all adults),
while older adults are more likely to prefer to check in person 24 (59% of 55-64s and 66% of
those aged 65 and over vs. 49% of all adults). Preferences do not differ between males and
females, but adults in AB and C1 socio-economic groups are more likely than all adults to
prefer to check online (38% for AB and 40% for C1 vs. 30% for all adults), while those in DE
socio-economic groups are more likely to prefer to check in person (63% vs. 49%).
As with preferences for checking a bank balance, there has been a shift since 2005 in
preferences for booking a holiday: away from making a home / landline phone call (19% vs.
29%) and towards booking by email / online (36% vs. 23%). Booking a holiday online / by
email is now as popular a preference as booking a holiday in person, which has stayed at a
similar level to that found in 2005 (36% vs. 35%). Again, younger and ABC1 adults are more
likely to prefer to book online and older and DE adults are more likely to prefer to book in
person.
As was also the case in 2005, UK adults are relatively unlikely to prefer to make contact with
their local council online, although the preference for online contact has increased since
2005 (12% vs. 4%). Adults are still most likely to prefer to contact the local council by making
a home / landline phone call, despite a decrease since 2005 (58% vs. 64%).
23
Preferences for methods of communication are dependent on access to the relevant
communication devices which is influenced by differences in demography.
24
Checking a bank balance “in person” could mean checking in a branch or at an ATM.
32
Figure 22: Preferred communication method for making contact

Text message Mobile phone call Home/ landline phone call Letter email/ website Meet in person Don't know
2005 27% 19% 50% 1%

2%
Getting in touch with a friend to
arrange to meet
2009 29% 31% 38% 2%
1%
2005 3% 18% 3% 22% 49% 6%
Checking your bank balance
2009 3% 12% 2% 30% 49% 3%
2005 3% 29% 1% 23% 35% 8%

Booking a holiday
2009 4% 19% 36% 36% 5%
2005 6% 64% 9% 4% 11% 4%

Contacting the local council to find
out about refuse collection*
2009 18% 58% 2% 12% 6% 4%
0% 20% 40% 60% 80% 100%

NZ2A-D. Please use this list to say which one way you would prefer to make contact for a few different reasons that I’ll read out. (Prompted responses,
single coded) *2005 wording was ‘Contacting the local council’.
Base: All adults aged 16+ (3244 in 2005, 1012 in 2009). Significance testing shows any change between 2005 and 2009.
Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2009
33
Section 4
4 Interest and confidence

This section reports on the extent to which adults who have certain types of technology at
home are interested in and confident using the technology for different functions. It looks at
the extent to which non-users are interested in various types of internet activity and their
incidence of proxy use. It examines attitudes towards the internet among users and non-
users and the extent to which having the internet impacts on perceptions of employability
among adults. Finally, it looks at confidence across a number of aspects of using the internet
among users.
Key findings
• Across each of the functions we asked about, a minority of those with the technology
said they were interested in but not confident using the function.
• Among internet users, the two areas with the greatest gap in confidence relate to
installing filtering software (25% are interested but not confident) and installing
security features (23% are interested but not confident). For both these areas
females are more likely than males to say they are interested but not confident in
undertaking them (30% vs. 15% for installing filtering software and 32% vs. 18% for
installing security features).
• Older users, those in DE socio-economic groups and females are more likely to lack
confidence to use the functions available on the technology they have at home.
• Among non-users, interest in functions associated with the internet, PCs or laptops is
higher for younger adults and those in ABC1 socio-economic groups.
• One in five non-users (19%) have asked someone else to use the internet on their
behalf in the last year.
• Across all demographic groups, internet users are more likely than non-users to feel
that they have the right skills to get a new job.
• Confidence using the internet has increased since 2007, and most adults (60%)
describe themselves as very confident internet users. Confidence is, however, lower
among older users and females.
4.1 Three in ten digital television owners are not confident using an
interactive function
Those with a digital television service at home (89% of all UK adults) were shown
descriptions of four functions available through digital television:
• set up a menu of your favourite channels
• select different viewing angles or different matches for sports events
34
• block access to certain channels or programmes by setting a PIN code
• using the interactive button (the red button) on your remote control
For each function they were asked to say if this was something they were interested in, and
those who were interested in a particular function were then asked to say whether they could
do this with confidence. Figure 23 splits all digital television owners into one of three groups
for each of the four functions (from right to left); those who are not interested, those who are
interested and can do it with confidence, and those who are interested but cannot do it with
confidence. This gap in confidence shown on the left of Figure 23 is of particular interest in
assessing media literacy, and is shown in rank order for the four functions.
The confidence gap for the four digital television functions in Figure 23 ranges from one in
ten to two in ten digital television owners interested but not able to do the task with
confidence. There is some variation in the proportion of digital television owners who are
interested 25 in each function, with the highest level of interest (at 62% 26, with 38% not
interested) in using the interactive button on the remote control. Among those who are
interested, a higher proportion compared to the other two functions are not confident in
selecting different viewing angles or different matches for sports events (15% within 47%
interested) and blocking access to certain channels or programmes by setting a PIN code
(14% within 43% interested).
Figure 23: Confidence and interest in digital television functions

Interested, can't do with confidence Interested and can do with confidence Not interested
Set up a menu of your favourite

17% 38% 45%
channels
Select different viewing angles or different

15% 31% 55%
matches for sports events
Block access to certain channels or 14% 29% 57%

programmes by setting a PIN code
Using the interactive button (the red 12% 51% 38%

button) on your remote control
0% 20% 40% 60% 80% 100%

T3A-T3D – I’m going to read out some different types of things you can do with some types of digital television, and for each one I’d like you to say
which of the options on the card applies to you. (Prompted responses, single coded)
Base: All adults aged 16+ with multichannel TV (1600).
Across the four digital television functions, three in ten (27%) digital television owners say
they are not confident. This overall measure does not differ across the different demographic
groups within the population of digital television owners.
Across all digital television owners, six in ten (57%) say they are not interested in blocking
access to certain channels or programmes by setting a PIN code. This response is more
25
The total figures for interest reflect the sum of those that are interested and can’t do with confidence
and those that are interested and can do with confidence.
26
The measure of 62% is a sum of the two ‘Interested’ responses (with 12% and 51% adding to 62%
due to rounding).
35
likely among older adults aged 55-64 (72% vs. 57%) and aged 65 and over (77% vs. 57%),
but does not differ by gender or socio-economic group. Those who do not have any children
aged under 16 at home are more likely to say they are not interested in this function
compared to those with any children at home (68% vs. 39%). No particular age group,
gender or socio-economic group is more likely to say they are interested but not confident in
blocking access to channels or programmes.
4.2 Around half of DAB radio listeners are not confident using an interactive
function
Those who said they listen to a DAB radio set at home (18% of all UK adults), were shown
descriptions of four functions available through some types of DAB radios 27:
• see details of which music is being played while you listen
• pause and rewind live radio
• listen to digital radio stations not available through the airwaves (i.e. not on a
traditional radio set)
• record a programme while it is being broadcast
The confidence gap is at similar levels for each of the four DAB radio functions in Figure 24;
with between two in ten and three in ten DAB radio listeners interested but not able to do the
task with confidence. There is some variation in the proportion of listeners who are
interested in each function, with the highest level of interest in being able to see details of
what music is being played while listening (63%). Among those who are interested, the
highest proportion is not confident in being able to pause and rewind the radio, which is a
function that is only available on some models of DAB radio.
27
Because some of these functions are specific to certain models of DAB radio, this may suppress
interest and experience / confidence levels.
36
Figure 24: Confidence and interest in DAB radio functions

See details of which music is being 27% 36% 37%

played while you listen
Pause and rewind live radio 29% 14% 57%
Listen to radio stations not available

through the airwaves (i.e. not on a 23% 34% 43%
traditional radio set)
Record a programme while it is being 23% 19% 58%

broadcast
0% 20% 40% 60% 80% 100%
R3A-R3D – I’m going to read out some different types of things you can do with some kinds of digital radio, and for each one I’d like you to say which
of the options on the card applies to you. (Prompted responses, single coded)
Base: All adults aged 16+ who listen to DAB digital radio at home (295).
Across the four DAB radio functions, just under half (48%) of all listeners say they are not
confident 28.
4.3 Three in ten owners are not confident using a mobile phone function
Those with their own mobile phone (91% of all UK adults) were shown descriptions of five
functions available through some types of mobile phone handsets 29:
• send a text message to more than one person at a time
• visit websites from your phone
• take photos and send them to people using the phone
• send a text message
• lock your phone so it doesn’t dial numbers by mistake
A majority of mobile phone owners were interested in four of the five functions, the exception
being visiting websites using the phone (35%).
The confidence gap is at similar levels for each of the five mobile phone functions in Figure
25; with around one in ten mobile phone owners interested but not able to do the task with
confidence. While interest in using the mobile phone to visit websites is lower than any of the
other mobile phone functions, a higher proportion who are interested in this type of use are
not confident.
28
It is not possible to look at this in more detail across the different demographic groups due to base
sizes.
29
Because some of these functions are specific to certain models of mobile phone, this may suppress
interest and experience / confidence levels.
37
Figure 25: Confidence and interest in mobile phone functions

Send a text message to more

14% 57% 30%
than one person at a time
Visit websites from your phone 12% 23% 65%
Take photos and send them to 12% 58% 30%

people using the phone
Send a text message 11% 80% 10%
Lock your phone so it doesn’t dial 10% 74% 16%

numbers by mistake
0% 20% 40% 60% 80% 100%

M3A-M3E – I’m going to read out some different types of things that you can do with some kinds of mobile phone, and for each one I’d like you to say
which of the options on the card applies to you.
Base: Adults aged 16+ with a mobile phone (1632)
Across the five mobile phone functions, three in ten (29%) of all owners say they are not
confident. This overall measure is higher among mobile phone owners aged 55-64
compared to all owners (39% vs. 29%), among adults in DE socio-economic groups (35%
vs. 29%), and among females compared to males (34% vs. 23%).
4.4 Four in ten internet users are not confident using an internet function
Those who use the internet at home or elsewhere (73% of all UK adults) were shown
descriptions of 13 functions associated with the internet, PCs or laptops:
• install software on a computer which can control or block access to certain websites
• install security features like a firewall, anti-spyware or antivirus software
• transfer photos from a digital camera or mobile phone to a computer
• buy things over the internet
• find out about local services such as cinemas and restaurants
• complete government processes online (e.g. register for tax credits, renew driving
licence, car tax or passport, complete tax return)
• do banking over the internet
• use email to contact friends and relatives
• listen to radio over a computer
• contact your local MP, Assembly Member, MSP or local councillor online
38
• find out information from your local government or local council such as health
services, recycling, local libraries
• sign an online petition
• join in debates online or give your opinions on social or political issues
Nine of the functions were of interest to a majority of internet users, with the highest levels of
interest in using email to contact friends and relatives (92%).
Three particular functions have confidence gaps at a higher level compared to others:
installing software to control or block access to certain websites (25%), installing security
features (23%), and transferring photos from another device to a computer (16%).
Figure 26: Confidence and interest in internet functions

Install software on a computer which can control or block

25% 47% 28%
access to certain websites
Install security features like a firewall, anti-spy or

23% 59% 18%
antivirus software
Transfer photos from a digital camera or mobile phone

16% 67% 16%
to a computer
Buy things over the internet 10% 73% 18%
Find out about local services such as cinemas and

10% 73% 16%
restaurants
Complete government processes online (e.g. register for
tax credits, renew driving licence, car tax or passport, 10% 54% 36%
complete tax return)
Do my banking over the internet 10% 51% 39%
Use e-mail to contact friends and relatives 9% 83% 8%
Listen to radio over a computer 9% 37% 54%
Contact your local MP, Assembly Member, MSP or

9% 20% 74%
local councillor online
Find out information from your local government or local 8% 63% 29%
council such as health services, recycling, local libraries
Sign an online petition 8% 28% 64%
Join in debates online or give your opinions on social or 6% 21% 72%

political issues
0% 20% 40% 60% 80% 100%

IN8A-8M –I’m going to read out some different types of tasks associated with the internet, PCs or laptops, and for each one please say which of the
options on the card applies to you. (Prompted responses, single coded)
Base: Adults aged 16+ who use the internet at home or elsewhere (1282)
0
Across the 13 functions, four in ten (42%) of all internet users say they are not confident in at
least one of the functions. This overall measure is higher among internet users aged 55-64
compared to all users (54% vs. 42%), among adults in DE socio-economic groups (49% vs.
42%), and among females compared to males (50% vs. 33%).
Across all internet users, three in ten (28%) say they are not interested in installing software
to control or block access to certain websites. This response is more likely among older
adults aged 55-64 (36% vs. 28%) and aged 65 and over (53% vs. 28%), and is more likely
among females compared to males (31% vs. 24%), but does not differ by socio-economic
group. Those who do not have any children aged under 16 at home are more likely to say
they are not interested in this function compared to those with any children at home (31% vs.
23%). Females are also more likely than males to say they are interested but not confident in
installing filtering software (30% vs. 15%) and this is more likely among those in DE socio-
39
economic groups compared to all internet users (30% vs. 23%), but does not vary to any
significant extent across the age groups.
Across all internet users, two in ten (18%) say they are not interested in installing security
features (such as a firewall, anti-spyware or antivirus software). This response is more likely
among older adults aged 55 and over (23% vs.18%) and those in DE socio-economic groups
(23% vs. 18%), and is more likely among females compared to males (21% vs. 14%).
Females are also more likely than males to say they are interested but not confident in
installing security features (32% vs. 18%), but this does not vary to any significant extent
across the age or socio-economic groups.
4.5 Three in ten non-users are interested in an internet function
The same descriptions of 13 functions associated with the internet, PCs or laptops were
shown to those adults who do not use the internet (27% of all UK adults). Figure 27 shows
the extent to which each of the functions is of interest to non-users, in rank order.
While the majority of non-users say they are not interested in any of the functions, two
functions are of interest to two in ten non-users: transferring photos from another device to a
computer (19%) and using email to contact friends and relatives (18%).
Figure 27: Interest in internet functions among non-users

Interested Not interested Don't know
Transfer photos from a digital camera or mobile

19% 76% 4%
phone to a computer
Use e-mail to contact friends and relatives 18% 78% 4%
Buy things over the internet 16% 79% 4%
Find out about local services such as cinemas and 15% 79% 5%
restaurants
Find out information from your local government or
local council such as health services, recycling, local 13% 81% 6%
libraries
Install security features like a firewall, anti-spy or 12% 82% 6%
antivirus software
Install software on a computer which can control or
12% 82% 6%
block access to certain websites
Complete government processes online (e.g.
register for tax credits, renew driving licence, car 11% 83% 6%
tax or passport, complete tax return)
Listen to radio over a computer 9% 86% 5%
Do my banking over the internet 7% 89% 4%
Contact your local MP, Assembly Member, MSP or

5% 88% 7%
local councillor online
Sign an online petition 5% 88% 7%
Join in debates online or give your opinions on social

5% 89% 6%
or political issues
0% 20% 40% 60% 80% 100%

IN9A-M –I’m going to read out some different types of tasks associated with the internet, PCs or laptops, and for each one please say which of the options on
the card applies to you. (Prompted responses, single coded)
Base: Adults aged 16+ who do not use the internet at home or elsewhere (542)
Across the 13 functions, three in ten (30%) of all non-users say they are interested. This
overall measure is higher among non-users aged under 55 compared to those aged 55 and
over (41% vs. 24%) and among non-users in ABC1 socio-economic groups compared to
those in C2DE socio-economic groups (36% vs. 27%).
40
4.6 Two in ten non-users have asked someone else to use the internet on
their behalf
We asked non-users of the internet whether they had asked someone else to send an email,
get information from the internet or make a purchase from the internet on their behalf in the
past year. Two in ten (19%) non-users have made a proxy use of the internet in this way. As
shown in Figure 28, proxy use of the internet is more likely among non-users aged under 65,
females and those in ABC1 socio-economic groups.
Figure 28: Proxy use of the internet in the past year among non-users
100%
11% 13% 14%
19% 22% 25% 27%
Yes
80%
60%
No
85% 84% 82%
78%
40% 75% 73% 71%
20%
Don't know
3% 2% 4% 4% 2% 2% 3%
0%
Total Aged 16-64 Aged 65+ Male Female ABC1 C2DE
NIN10 – In the past year, have you asked someone else to send an email f or you, get inf ormation f rom the internet f or you, or make a purchase f rom the
internet on your behalf ? (Prompted responses, single coded)
Base: All adults aged 16+ who do not use the internet at home or anywhere else? (310 aged 16+, 169 aged 16-64, 141 aged 65+, 156 male, 154
f emale, 101 ABC1, 208 C2DE). Signif icance testing shows any dif f erence between age groups, between males and f emales, and between socio-
economic groups
Source: Of com research, f ieldwork carried out by Saville Rossiter-Base in September to October 2009
4.7 Four in ten internet non-users can see the benefits of the internet
In order to gauge attitudes to the internet, a series of four statements were read out to all
adults who were asked to use a scale to say whether they agreed or disagreed with each
statement. Not surprisingly, internet users show more positive attitudes towards the internet
than non-users. Users are more likely than non-users to agree that the internet makes life
easier (87% vs. 34%) and helps save time (85% vs. 37%, and are less likely than non-users
to agree that the internet is difficult to use (15% vs. 38%). However, users and non-users
agree to the same extent that people who buy things online put their privacy at risk (60% vs.
58%). Four in ten (43%) non-users agree with one or both of the two statements ‘The
internet makes life easier’ or ‘The internet helps save time’.
For each statement, non-users are more likely to say they don’t know than to disagree with
the statement; with around three in ten non-users saying that they don’t know whether the
internet makes life easier, helps save time or is difficult to use. Non-users in C2DE socio-
economic groups are more likely than non-users in ABC1 socio-economic groups to say they
don’t know in response to these statements.
Few non-users disagree that the internet makes life easier (10%) or disagree that the
internet helps save time (15%), but four in ten non-users agree that the internet is difficult to
use (38%). No particular demographic group among the population of non-users stands out
as being more likely to agree with this statement.
41
Figure 29: Attitudes towards the internet among users and non-users
Agree strongly/ slightly Neither/ nor Disagree strongly/ slightly Don’t know
Users 87% 8% 4%1%
The internet makes life easier

Non-users 34% 20% 15% 31%
Users 85% 10% 5%
The internet helps save time

Non-users 37% 18% 10% 36%
Users 60% 21% 18% 1%

People who buy things online
put their privacy at risk
Non-users 58% 10% 6% 26%
Users 15% 14% 71%
The internet is difficult to use

Non-users 38% 14% 17% 32%
0% 20% 40% 60% 80% 100%
NIN40A-NIN40D – Here are some things people sometimes say about using the internet. Whether you use the internet or not can you please tell me to
what extent you agree or disagree with each statement using the scale on this card. (Prompted responses, single coded)
Base: Adults aged 16+ who use/ do not use the internet at home or elsewhere (702 internet users aged 16+, 310 non-users aged 16+). Significance testing
shows any difference between internet users and non-users.
4.8 Internet non-users are less likely to feel they have the right skills to get a
new job
In order to explore the extent to which using the internet impacts on perceptions of
employability, all adults were read out the statement ‘If I went to look for a new job tomorrow,
I feel I have the right kind of skills to get it’ and were asked to use a scale to say whether
they agreed or disagreed with this statement. Responses from internet users and non-users
were then examined and are shown in Figure 30; at an all adult level as well as by age,
gender and socio-economic group. In each case, internet users are more likely than non-
users to agree that they have the right skills and non-users are more likely to disagree.
Across all adults, seven in ten internet users agree that they have the right skills compared
to three in ten non-users (70% vs. 30%).
The groups of non-users least likely to agree that they have the right skills to get a new job
are those aged 55 and over (22% of non-users agree vs. 42% of users), females (27% of
non-users vs. 61% of users) and those in C2DE socio-economic groups (24% of non-users
vs. 56% of users). In each of these groups of non-users, close to half disagree with the
statement. People in this group are more likely to be older (aged 55 and over) and in socio-
economic group DE.
42
Figure 30: Agreement with statement ‘If I went to look for a new job tomorrow, I feel I
have the right kind of skills to get it’
Agree Neither/ don't know Disagree
Internet users 65% 19% 17%

All adults
Non-users 30% 30% 40%

Aged under 55
Non-users 45% 23% 32%

Aged 55+
Non-users 22% 33% 45%

Male
Non-users 33% 31% 36%

Female
Non-users 27% 29% 44%

ABC1
Non-users 41% 31% 28%

C2DE
Non-users 24% 30% 46%
0% 20% 40% 60% 80% 100%
Z9E – Please use this card to tell me the extent to which you agree or disagree with some things that other people have said – If I went to look f or a new
job tomorrow, I f eel I have the right skills to get it.
Base: All adults aged 16+ who use/ who do not use the internet at home or elsewhere (702/ 310 aged 16+, 529/ 101 aged under 55, 102/ 209 aged 55+,
342/ 156 male, 360/ 154 f emale, 421/ 101 ABC1, 279/ 208 C2DE). Signif icance testing shows any dif f erence between users and non-users in each group
4.9 While confidence has increased, internet users remain less confident in
judging whether a website is truthful
Internet users were asked to use a scale to say how confident they are across a number of
aspects of using the internet, and at an overall level as an internet user.
Confidence has increased since 2007 among internet users in terms of finding what they
want on the internet (71% vs. 58% in 2007), using the internet to do creative things (47% vs.
37%) and judging whether a website is truthful (38% vs. 20%). Across each of these aspects
of using the internet, more internet users say they are confident than say they are not
confident. However, a significant minority of internet users say they are not confident using
the internet to do creative things (24%) or judging whether a website is truthful (14% 30).
Focusing on confidence in judging whether a website is truthful, younger users aged 16-24
and 25-34 are more likely than all internet users to say they are confident (both 78% vs. 70%
for all) while older users aged 55-64 and 65 and over are more likely to say they are not
confident (26% for 55-64 and 30% for 65+ vs. 14% for all). Females are more likely than
males to say they are not confident in judging whether a website is truthful (19% vs. 9%) and
users in DE socio-economic groups are more likely than all users to say they are not
confident (20% vs. 14%).
When asked to use the scale to say how confident they are as an internet user, six in ten
(60%) of all users describe themselves as very confident and fewer than one in ten (6%)
describe themselves as not confident. Responses to this question from the different
demographic groups within the population of internet users are detailed in the next section.
30
The measure of 14% is a sum of the two ‘Not confident’ responses (with 10% and 5% adding to
14% due to rounding)
43
Figure 31: Confidence as an internet user: 2007 and 2009

Very confident Fairly confident Neither/ nor Not very confident Not at all confident Don’t know
2007 58% 33% 4% 4%1%

How conf ident are you that you
can f ind what you want when
you go online?*¹
2009 71% 22% 3%2%
1%1%
How conf ident are you using

2007 37% 29% 9% 14% 11% 1%
the internet to do creative things
– like making blogs, sharing
photos online, or uploading
2009 47% 17% 10% 12% 12% 2%
short videos to the internet?*²
2007 20% 39% 18% 13% 7% 4%

How conf ident are you in
judging whether a website you
use is truthf ul?*³
2009 38% 32% 13% 10% 5% 3%
2007 NA
Overall then, how conf ident are
you as an internet user?
2009 60% 28% 6% 4% 2%
1%
0% 20% 40% 60% 80% 100%

IN10A-IN10D – I’m going to read out some questions about conf idence using the internet, f or each one please say which of the options on the card applies
to you. (Prompted responses, single coded)
Base: Adults aged 16+ who use the internet at home or elsewhere (1723 in 2007, 1282 in 2009). Signif icance testing shows any change between 2007 and
2009.
*¹ 2007 – ‘That you can f ind the content or inf ormation you want when you go online’
*² 2007 – ‘Using the creative elements that media such as the internet and mobile phones of f er? This includes creating blogs (or online diaries), editing
photos and sharing them with f riends and uploading short videos f rom a mobile phone’
*³ 2007 – ‘Being able to tell if a website you use is truthf ul and reliable’ 34
4.10 Older users, females and those acquiring the internet most recently are
less confident internet users
As with the other measures for aspects of internet use, younger users, aged 16-24 and 25-
34 are more likely than all internet users to say they are confident overall as an internet user
(95% for 16-24 and 93% for 25-34 vs. 87% for all) while older users aged 55-64 and 65 and
over are more likely to say they are not confident (10% for 55-64 and 14% for 65+ vs. 6%
for all). Females are more likely than males to say they are not confident as an internet user
(8% vs. 4%). The only difference across the socio-economic groups is that users in the C1
group are more likely than all users to say they are confident (91% vs. 87%).
44
Figure 32: Confidence as an internet user in 2009: by age, gender and socio-economic
group
Very confident Fairly confident Neither/ nor Not very confident Not at all confident Don't know
All adults 60% 28% 6% 4% 2%1%
16-24 72% 23% 5%
25-34 74% 19% 3% 3%1%
35-44 60% 28% 6% 4% 3%
45-54 55% 27% 7% 8% 2%2%
55-64 40% 41% 8% 8% 2%1%
65+ 32% 42% 11% 9% 5% 2%
Male 66% 25% 5% 3%1%
Female 54% 30% 8% 5% 3%1%
AB 61% 29% 5% 3% 2%
C1 67% 23% 4% 3% 2%1%
C2 48% 37% 6% 6% 2%1%
DE 54% 23% 12% 7% 2%1%
0% 20% 40% 60% 80% 100%

IN10D – Overall then, how conf ident are you as an internet user? (Prompted responses, single coded)
Base: All adults aged 16+ who use the internet at home or elsewhere (1282 aged 16+, 225 aged 16-24, 235 aged 25-34, 313 aged 35-44, 213 aged
45-54, 168 aged 55-64, 128 aged 65+, 615 male, 667 f emale, 341 AB, 417 C1, 232 C2, 290 DE). Signif icance testing shows any dif f erences between
any age group and all adults aged 16+, between males and f emales, between any socio-economic group and all adults aged 16+.
45
Section 5
5 Using the internet

This section reports on a variety of ways in which people can use the internet. It looks at the
breadth of regular online activities and the hours spent using the internet each week and
how these differ across demographic groups. It then focuses on the types of websites used
by those looking for health information and the extent to which the internet is being used to
watch television programmes and films. It covers the impact of having the internet on contact
with others and the extent to which internet users feel they have saved money through
buying online or comparing prices online. Finally, it examines how the internet is being used
for social networking.
Key findings
• Compared to 2007, the internet is more likely to be used regularly 31 for social
networking (35% vs. 19%) and for entertainment (34% vs. 22%). These activities are
most likely to be undertaken by internet users aged 16-34.
• Based on claimed use, the internet is used for a broader range of tasks by younger
adults, males, and those in ABC1 socio-economic groups.
• Twice as many internet users have a social networking site profile compared to 2007,
accounting for four in ten of all users (44% vs. 22%), and this increase since 2007 is
most evident among females and adults in DE socio-economic groups.
• One in three internet users (29%) say they watch or download programmes from UK
TV broadcasters’ websites.
• Just under half of all internet users say that they have increased their contact with
friends (49%) and family (47%) who live further away as a result of using the internet.
• Nearly half of internet users (48%) say they have made significant savings by
comparing prices online or buying something online rather than in the shops.
31
‘Regularly’ refers to an activity carried out at least once a week.
46
5.1 Communication remains the most common activity on the internet, with
some changes in what the internet is used for regularly
Adults who use the internet at home or elsewhere were prompted with a range of internet
activities and were asked to say which they ever do, and how often they do each 32.
These uses were grouped into nine types of use, in order to assess breadth of use of the
internet. The categories are:
• Communication – relates to activities such as sending or receiving email or using

Instant Messaging services.
• Transactions – relates to buying or selling things online, banking and paying bills
online, downloading software or gambling online.
• Work / studies information – relates to finding information online for work or for
studies.
• Social networking – relates to using social networking sites (such as Facebook,

MySpace, Piczo, Bebo, hi5 or Twitter).
• Entertainment – relates to uses such as listening to radio stations online, playing

games online, watching online or downloading video clips, TV programmes or films,
downloading or listening online to music, or looking at adult-only websites.
• News - relates to looking at news websites.
• Leisure information – relates to finding information for booking holidays or finding

information for leisure time such as cinema and live music.
• Public / civic – relates to finding information online about public services provided by
local or national government, or completing government processes online such as
registering for tax credits, renewing a driving licence, car tax or passport, completing
a tax return, or looking at political, campaign or issues websites.
• Health – relates to finding information about health-related issues (new in 2009; not
covered in previous surveys).
As in 2007, communication is the most commonly mentioned activity carried out at least
once a week by internet users (78% in 2009 vs. 76% in 2007). Fewer internet users in 2009
say they use the internet for work / studies information (36% vs. 48%). While fewer internet
users say that they use the internet at least once a week for transactions compared to 2007
(37% vs. 41%), this change could be a result of changes to how internet users were asked
about this type of activity.
Two types of activity see an increase in weekly use compared to 2007: social networking
(35% vs. 19%) and entertainment (34% vs. 22%). It is possible that these increases are in
part a result of the change in the profile of internet users.
Across the eight categories of internet use covered in both surveys (i.e. excluding health),
overall breadth of use of the internet is at a similar level in 2009 as in 2007. Among internet
users in 2009, younger internet users use the internet for a broader range of tasks than older
32
These activities in no way represent an exhaustive list of all the potential activities that can be
undertaken online, but were chosen as representing the majority of activities for most people.
47
users, males make broader use than females, and those in AB and C1 socio-economic
groups use the internet for a broader range of tasks than those in C2 and DE socio-
economic groups.
The youngest internet users, aged 16-24, are more likely than adults as a whole to use the
internet at least weekly for work / studies information (47% vs. 36%), social networking (69%
vs. 35%) and for entertainment (58% vs. 34%). By contrast, the oldest groups of internet
users, aged 65 and over, are less likely than adults as a whole to use the internet at least
weekly for each of these three types of activity.
There are relatively few differences in the types of use made by males and females, but
males are more likely than females to use the internet at least weekly for work / studies
information (40% vs. 33%), for news (26% vs. 18%) and for leisure information (19% vs.
13%), while females are more likely than males to use the internet at least weekly for social
networking (40% vs. 29%).
Internet users in AB socio-economic groups are more likely than adults as a whole to use the
internet at least weekly for communication (88% vs. 78%), for work / studies information
(46% vs. 36%) and for news (29% vs. 22%), but less likely to use the internet at least weekly
for entertainment (27% vs. 34%). Internet users in the C2 and DE socio-economic groups
make narrower use of the internet, and are less likely than adults as a whole to use the
internet at least weekly for communication (64% and 67% vs. 78%) and work / studies
information (20% and 27% vs. 36%). Internet users in DE socio-economic groups are also
less likely than adults as a whole to use the internet at least weekly for transactions (25% vs.
37%) and for news (13% vs. 22%).
Figure 33: Types of internet activities carried out at least once a week: 2007 and 2009,
by age, gender and socio-economic group
7%
13%
21%
Health (new in 2009) 4%
21% 12%
19% 8% 7%
Public/ civic 6% 14% 11%
7% 58% 25% 13% 20% 16%
11% 7%
7% 19% 10% 23%
Leisure information 11% 16% 9%
39% 10% 13% 13% 29%
14% 26% 7%
22% 12% 18% 3%
17% 35% 9% 10%
24% 23% 8% 27% 14%
News 10%
34% 69% 26% 13% 36% 32% 13%
22% 17%
54% 27% 15% 39%
30%
19% 25% 20% 38%
Entertainment 35% 29% 40% 38%
28% 2%
17% 25% 8%
47% 36% 4% 46% 42%
48% 15% 40% 37%
Social Networking 36% 37% 12% 33% 35%
39%
19%
45% 28% 4% 20%
42% 38% 44% 27%
14%
Work/ studies information 41% 37% 33% 33%
39% 35%
30% 29% 33% 25%
Transactions*
78% 82% 85% 78% 77% 78% 88% 82%
76% 75% 68% 67%
64% 64%
Communication
2007 2009 16-24 25-34 35-44 45-54 55-64 65+ Male Female AB C1 C2 DE
IN13/14 – Could you please tell me f rom this list the types of things you currently do using the internet, and how of ten you do each? (Prompted
Base: All adults aged 16+ who use the internet at home or elsewhere (1723 in 2007, 1282 in 2009, 225 aged 16-24, 235 aged 25-34, 313 aged 35-44,
213 aged 45-54, 168 aged 55-64, 128 aged 65+, 615 Male, 667 Female 341 AB, 417 C1, 232 C2, 290 DE). Signif icance testing shows any change
between 2007 and 2009, between any age group and all adults aged 16+, between males and f emales, between any socio-economic group and all
adults aged 16+.
*NB The activities within the ‘Transactions’ category were amended between 2007 and 2009. Two activities f rom 2007 (Buying and selling on auction
sites – EBay, QXL, etc.’ and ‘Buying things online’ were combined into one 2009 activity in 2009 ‘Buying and selling things online’)
48
Figure 34 shows the percentage of all internet users and those in each age group who use
the internet at least once a week for each of the 22 individual activities in 2009 that have
been grouped into the nine types shown in Figure 33.
Figure 34: Individual internet activities carried out at least once a week in 2009: by age
Total 16-24 25-34 35-44 45-54 55-64 65+

Sending / receiving emails 75% 75% 81% 76% 73% 68% 63%
Finding information for your work / job
/ studies 36% 47% 36% 37% 39% 28% 14%
Looking at social networking sites 35% 69% 54% 28% 17% 12% 4%
Using online chat rooms or Instant
Messaging 27% 49% 40% 24% 16% 9% 5%
Banking and paying bills online 26% 24% 33% 25% 24% 26% 24%
Looking at news websites 22% 21% 25% 23% 26% 20% 15%
Listen to or download music online 18% 43% 21% 12% 10% 9% 8%
Buying and selling things online 17% 17% 25% 19% 16% 11% 6%
Watch online or download short video
clips 16% 33% 18% 10% 14% 10% 4%
Finding information for your leisure
time including cinema and live music 14% 20% 17% 11% 17% 13% 3%
Playing games online 13% 23% 15% 12% 5% 11% 10%
Downloading software 11% 18% 12% 6% 8% 9% 6%
Watch online or download TV
programmes 10% 20% 10% 6% 10% 8% 6%
Listening to radio stations online 10% 12% 13% 9% 7% 11% 6%
Maintaining a website / blog 9% 18% 10% 8% 6% 8% 1%
Finding information about public
services provided by local or national
government 8% 8% 6% 6% 12% 11% 3%
Finding information for booking
holidays 8% 7% 7% 8% 10% 12% 2%
Finding information about health
related issues 7% 7% 4% 7% 9% 8% 2%
Complete government processes
online 4% 3% 6% 3% 4% 7% 4%
Looking at political / campaign / issues
websites 4% 4% 3% 3% 4% 6% 1%
Online gambling 3% 2% 4% 2% 1% 6% 2%
Looking at adult-only websites 1% 2% 2% 1% * 1% 1%
IN13/14 – Could you please tell me from this list the types of things you currently do using the internet, and how often you do
each (Prompted responses, multi-coded)?
Base: All adults aged 16+ who use the internet at home (1,282 aged 16+, 225 aged 16-24, 235 aged 25-34, 313 aged 35-44,
213 aged 45-54, 168 aged 55-64, 128 aged 65+)
*=Less than 0.5%
Figure 35 shows the percentage of all internet users, males and females, and those in each
socio-economic group, who use the internet at least once a week for each of the 22
individual activities in 2009 that have been grouped into the nine types shown in Figure 33.
49
Figure 35: Individual internet activities carried out at least once a week in 2009: by
gender and socio-economic group
Fe-
Total Male male AB C1 C2 DE
Sending / receiving emails 75% 75% 74% 87% 79% 62% 60%
Finding information for your work / job
/ studies 36% 40% 33% 46% 42% 20% 27%
Looking at social networking sites 35% 29% 40% 30% 39% 35% 37%
Using online chat rooms or Instant
Messaging 27% 26% 29% 23% 30% 25% 33%
Banking and paying bills online 26% 28% 25% 30% 31% 25% 14%
Looking at news websites 22% 26% 18% 29% 23% 17% 13%
Listen to or download music online 18% 20% 17% 16% 21% 18% 18%
Buying and selling things online 17% 17% 17% 16% 21% 15% 15%
Watch online or download short video
clips 16% 19% 14% 16% 16% 17% 15%
Finding information for your leisure
time including cinema and live music 14% 17% 12% 17% 16% 9% 12%
Playing games online 13% 14% 13% 7% 15% 15% 17%
Downloading software 11% 14% 7% 10% 13% 8% 10%
Watch online or download TV
programmes 10% 12% 8% 9% 12% 10% 8%
Listening to radio stations online 10% 12% 8% 11% 11% 4% 7%
Maintaining a website / blog 9% 10% 8% 11% 11% 4% 7%
Finding information about public
services provided by local or national
government 8% 10% 6% 12% 6% 5% 7%
Finding information for booking
holidays 8% 8% 8% 11% 7% 4% 7%
Finding information about health
related issues 7% 6% 7% 8% 7% 3% 7%
Complete government processes
online 4% 3% 5% 5% 5% 4% 2%
Looking at political / campaign / issues
websites 4% 5% 2% 5% 3% 2% 4%
Online gambling 3% 4% 2% 2% 3% 4% 3%
Looking at adult-only websites 1% 2% 1% * 1% 2% 4%
IN13/14 – Could you please tell me from this list the types of things you currently do using the internet, and how often you do
each (Prompted responses, multi-coded)?
Base: All adults aged 16+ who use the internet at home (1,282 aged 16+, 615 male, 667 female, 341 AB, 417 C1, 232 C2, 290
DE)
*=Less than 0.5%
5.2 Increase in creative activities driven by social networking
In order to understand the extent to which the internet is being used for content creation, we
asked internet users about their interest and experience of a variety of online activities. The
activities that we asked about included uploading content onto a website, creating web
pages, social networking profiles or blogs, and contributing to existing sites or blogs.
Two thirds of adults (65%) have experience of any of the nine content creation activities that
we asked about. Two additional online activities were included in the 2009 survey: signing
an online petition (22% have done this) and contacting a local councillor or MP online (7%
50
have done this). There tends to be a consistent pattern in responses by age across most of
these activities. With the exception of the two additional online activities incorporated into the
study in 2009, broadly speaking, those aged 16-34 are more likely to have undertaken the
activity, with those aged 45 and over being less likely to have undertaken the activity.
Moreover, those aged 45 and over are also more likely than all UK adults to state they are
not interested in undertaking the activity.
In terms of differences by gender, men are more likely to have set up their own website
(20% vs. 10%) or to have made a short video and uploaded it to a website (14% vs. 9%).
Not only are women more likely to have set up a social networking profile (48% vs. 40%),
more than half of men (54%) state that they are not interested in setting up a social
networking profile.
Adults in DE socio-economic groups are less likely, compared to all adults, to have uploaded
photos to a website (40% vs. 49%) or to have signed an online petition (16% vs. 22%). Aside
from these two differences there is little variation in experience of having undertaken each
activity by socio-economic group.
Comparing the seven activities that we asked about in both 2007 and 2009, there has been
an increase in undertaking any of the content creation activities online compared to 2007
(62% in 2009 vs. 51% in 2007).
Since 2007, there has been an increase in three activities: uploading photos to a website
(49% vs. 43%), setting up a social networking site profile (44% vs. 22%) and contributing
comments to someone else’s blog (27% vs. 19%). The proportion of internet users with a
social networking site profile has therefore doubled since 2007.
None of the other content creation activities that we asked about were more likely to be
undertaken by internet users in 2009 than in 2007. One activity shows a higher volume of
internet users who say they are not interested compared to 2007: setting up a website (71%
vs. 67%).
Figure 36: Experience of, and interest in, content creation: 2007 and 2009
Done this Interested in doing this Not interested Don't know
2007 43% 18% 39% 1%

Uploaded photos to a website
2009 49% 9% 41% 1%
2007 22% 10% 67% 2%

Set up your own social networking page or
profile 2009 44% 5% 49% 2%
2007 19% 10% 69% 2%

Contributed comments to someone else’s
weblog or blog 2009 27% 7% 64% 2%
2007 NA
Signed an online petition
2009 22% 8% 67% 3%
2007 15% 17% 67% 2%

Set up your own website
2009 15% 12% 71% 2%
2007 10% 10% 76% 3%

Set up your own weblog/ blog
2009 12% 9% 77% 2%
2007 8% 11% 77% 4%

Contributed to a collaborative website such
as Wikipedia 2009 10% 10% 77% 3%
Made a short video and uploaded it to a 2007 10% 11% 77% 2%

website 2009 11% 8% 79% 2%
2007 NA
Contacted a local councillor or MP online
2009 7% 13% 76% 4%
0% 20% 40% 60% 80% 100%
IN23A-I – I’m going to read out a number of things people might do online. Please tell me for each one I read out if you’ve done it, or you’d be interested in
doing it, or not interested. (prompted responses, single coded)
Base: All who use the internet at home or elsewhere (1723 in 2007,1282 in 2009). Significance testing shows any change between 2007 and 2009
51
5.3 Growth in social networking site profiles since 2007 is most evident
among 25-34s, females and DE socio-economic groups
As mentioned above, the proportion of adult internet users with their own social networking
site profile has doubled since 2007 (44% vs. 22%). Figure 37 shows the proportion of
internet users with a social networking site profile in 2007 and in 2009. All demographic
groups have seen a statistically significant increase in the experience of setting up a social
networking site profile since 2007, with the exception of adults aged 55-64 and those aged
65 and over.
The growth in social networking site profiles since 2007 is greatest among adults aged 25-34
(65% vs. 27%), females (48% vs. 22%), and those in DE socio-economic groups (46% vs.
20%).
Figure 37: Set up own social networking site profile: 2007 and 2009, by age, gender
and socio-economic group
22%
Total 44%
54%
16-24 77%
27%
25-34 65%
12%
35-44 40%
Age
7%
45-54 30% 2007
8% 2009
55-64 11%
3%
65+ 7%
21%
Male 40%
Gender
22%
Female 48%
AB 19%
40%
24%
Socio- C1 46%
economic
group 23%
C2 45%
20%
DE 46%
IN23A – I’m going to read out a number of things people might do online. Please tell me for each one I read out if you’ve done it, or you’d be
interested in doing it, or not interested. (prompted responses, single coded)
Base: All adults aged 16+ who use the internet at home or elsewhere (1723 in 2007, 1282 in 2009, 225 aged 16-24, 235 aged 25-34, 313 aged 35-
44, 213 aged 45-54, 168 aged 55-64, 128 aged 65+, 615 male, 667 female, 341 AB, 417 C1, 232 C2, 290 DE). Significance testing shows any
difference between 2007 and 2009, between any age group and all adults aged 16+, between males and females, between any socio-economic
group and all adults aged 16+.
5.4 Nine in ten social networking site users say they have a profile on
Facebook
Those adults with a social networking site profile were asked to say on which sites they had
a page or profile. As in 2007, Facebook is the most commonly-used social networking site,
with an increase in the proportion of social networking site users naming it as a site on which
they have a profile (90% vs. 62%) 33. By contrast, the proportions of those who say they have
profiles on MySpace (18% vs. 46%) and on Bebo (17% vs. 32%) have declined since 2007.
33
By way of context, Nielsen NetView figures for October 2009 show that 59% of internet users aged
16+ visited Facebook that month, 9% visited MySpace, and 7% visited Bebo. These NetView figures
do not of course mean that visitors were necessarily visiting their own profile, but give an indication of
the relative share of each site.
52
Figure 38: Sites used by those with a social networking site profile: 2007 and 2009
MORE THAN
Facebook MySpace Bebo Twitter hi5 Piczo Other site ONE SITE ONE SITE
100%
90%
80%
71%
62% 61%
60%
46%
39%
40%
32%
28%
18% 17%
20%
10%
6% 7%
4% 5%
1% 1%
NA
0%
07 09 07 09 07 09 07 09 07 09 07 09 07 09 07 09 07 09
IN24– You said you had a page or profile on a social networking site… Which different sites like this do you have a page or profile on? (unprompted
Base: All who have set up a social networking site profile (386 in 2007, 519 in 2009). Significance testing shows any change between 2007 and 2009
While relatively few use social networking sites other than Facebook, there are some key
differences within the overall population of social networking site users. Users aged 16-24
are more likely than users as a whole to use MySpace (29% vs. 18%) or Bebo (30% vs.
17%), males are more likely than females to use MySpace (23% vs. 15%), and adults in DE
socio-economic groups are more likely than users as a whole to use Bebo (29% vs. 17%).
At an overall level, fewer social networking site users have a profile on more than one site in
2009 compared to 2007 (28% vs. 39%). In 2009, users aged 16-24 are more likely than all
users to have a profile on more than one site (39% vs. 28%), and this is also true for males
compared to females (33% vs. 24%).
5.5 Increase in frequency of visiting social networking sites
Among those with a social networking site profile, there has been an increase since 2007 in
the percentage saying they visit a social networking site every day (41% vs. 30%). The
proportion visiting any social networking sites less often than once a week has halved since
2007 (8% vs. 20%).
53
Figure 39: Frequency of visiting any social networking sites: 2007 and 2009
Every day Every other day A couple of times a week Once a week Less often
2007 30% 20% 17% 13% 20%
2009 41% 21% 15% 14% 8%
0% 20% 40% 60% 80% 100%
IN26– How often do you visit any social networking sites (like Facebook, Piczo, Bebo, hi5, Twitter or MySpace)? (prompted responses, single coded)
Base: All with a current social networking site profile (347 in 2007, 514 in 2009). Significance testing shows any change between 2007 and 2009
Social networking site users aged 16-24 are more likely than social networking site users as
a whole to visit any social networking sites every day (54% vs. 41%).
5.6 Most social networking site users say their profile can be seen only by
their friends
Those with a social networking site profile were asked whether their profile can be seen by
other people, and if so, whether it can be seen only by their friends, or by anyone. Social
networking site users are now far more likely to say they have a profile which can be seen
only by their friends, compared to 2007 (80% vs. 48%).
Figure 40: Visibility of the social networking site profile: 2007 and 2009
Can only be seen by my friends Can be seen by anyone Can't be seen Don't know
2007 48% 44% 6% 3%
2009 80% 17% 2%

1%
0% 20% 40% 60% 80% 100%
IN25– And do you know whether this profile can be seen by other people? Who can see it? (prompted responses, single coded)
54
While a majority of social networking site users in each of the demographic groups say they
have a profile which can only be seen by their friends, users in DE socio-economic groups
are more likely than users as a whole to say their profile can be seen by anyone (26% vs.
17%).
5.7 Increase in talking to friends and family through social networking sites
Adults with a social networking site profile were shown a list of activities and were asked to
say which, if any, they used social networking sites for. Compared to 2007, social networking
site users are now more likely to use the sites to talk to friends and family they see a lot
(78% vs. 69%), those they rarely see (75% vs. 65%) and to look at campaigns/petitions
(10% vs. 6%).
Social networking site users are less likely to use these sites for two types of activity
compared to 2007: listening to music or finding out about bands (19% vs. 29%) and talking
to people they don’t know (10% vs. 17%).
Figure 41: Social networking site uses: 2007 and 2009

2007 2009
100%
78%
80% 75%
69%
65%
60%
47% 47%
40%
40% 35% 35%
32%
29%
19%
20% 17%
10% 10%
6%
4%
1%
0%
Talk to friends/ Talk to friends/ Look for old Look at other Talk to people Listen to Talk to people I Look at Any other uses
family I see a family I rarely friends/ people people's pages who are friends music/ find out don't know campaigns and
lot see I've lost touch without leaving of friends about bands petitions
with a message
IN27 – Do you regularly use these social networking sites for any of the things shown on this card? (prompted responses, multi-coded)
The youngest social networking site users, aged 16-24, are more likely than social
networking site users as a whole to use the sites to talk to people who are friends of friends
(41% vs. 32%) and to listen to music or find out about bands (30% vs. 19%). Three types of
use are more likely among males compared to females: talking to people who are friends of
friends (37% vs. 28%) or who they don’t know (13% vs. 7%), and to listen to music or find
out about bands (25% vs. 14%).
5.8 Internet users are now more likely to visit ‘lots of’ new websites
Three in ten (31%) adults who use the internet at home or elsewhere say they only use
websites that they have used before in most weeks when they use the internet; a similar
figure to 2007 (35%). There has, however, been an increase since 2007 in the share of
internet users who say they visit ‘lots’ of new websites most weeks (27% vs. 19% in 2007),
at the expense of the share of internet users who say they visit ‘maybe one or two’ websites
that are new to them (39% vs. 45% in 2007).
55
Among internet users in the 2009 survey, older users aged 55-64 and 65+ are less likely
than all internet users to say that they visit lots of new websites in most weeks when they
use the internet (18% for 55-64s and 12% for 65+ vs. 27% of all internet users).
Users aged 25-34 are more likely than all internet users to say that they visit lots of new
websites in most weeks when they use the internet (37% vs. 27%), and this is also the case
for males compared to females (30% vs. 25%).
Figure 42: Visits to new websites in most weeks when the internet is used: 2007 and
2009, by age
100% 2% 2% 2% 1% 2% 3% 3% 5%
19% 18% 12% Don't know

27% 27% 29% 27%
80% 37%
38% Visit lots of websites that you

60% 38% haven't visited before
45%
39% 40% 41%
40%
36%
40% Visit maybe one or two sites
that you haven't visited before
46%
20% 42%
35% 31% 31% 29% 29%
26% Only use websites that you've
used before
0%
2007 2009 16-24 25-34 35-44 45-54 55-64 65+
IN12 – In most weeks when you use the internet, would you say that you… (Prompted responses, single coded)
Base: All adults aged 16+ who use the internet at home or elsewhere (1723 aged 16+ in 2007, 1282 aged 16+ in 2009, 225 aged 16-24, 235 aged
25-34, 313 aged 35-44, 213 aged 45-54, 168 aged 55-64, 128 aged 65+). Signif icance testing shows any dif f erences between any age group and all
adults aged 16
5.9 Indications of a shift towards NHS websites for health information
When asked about the types of information they ever use the internet to find, just under half
of all internet users (47%) said that they ever use the internet ‘to find out more about an
illness’; which is higher than the measures from 2007 (42%) and 2005 (41%). Three groups
of internet users are more likely to look for health information online: females (54%), those in
AB socio-economic groups (53%) and those aged 25-34 (54%).
Those who ever use the internet to find out more about an illness were shown a list of
options and were asked to say which types of websites they tend to look at for this
information. Compared to 2007, use of NHS Direct / NHS 24 websites has increased (85%
vs. 70%) while use of websites from support groups for particular illnesses / conditions has
decreased (24% vs. 37%). Relatively few people looking for this type of health information
say that they use the other types of websites that we asked about.
56
Figure 43: Internet information sources used for health information: 2005, 2007 and
2009
2005 2007 2009
0% 20% 40% 60% 80% 100%
41%
An illness 42%
47%
A public site such as NHS Direct/ 65%

70%
NHS 24 85%
Support groups for particular 45%

37%
illnesses/ conditions 24%
High street chemist such as 17%

13%
Boots.co.uk 11%
Blog/ newsgroup/ internet chat room/ NA

5%
social networking site 6%
10%
Individual patient's diary or account 6%
6%
Online-only chemist such as NA

3%
chemist2go.co.uk 3%
IN21/ IN22 – Do you ever use the internet to f ind out more about any of these?/ Which of the f ollowing types of websites do you tend to look at to f ind
out more about an illness? (prompted responses, multi-coded)
Base: All adults aged 16+ who use the internet at home or elsewhere (1746 in 2005, 1723 in 2007, 1282 in 2009) Adults aged 16+ who use the
internet to f ind out more about an illness (523 in 2005, 691 in 2007, 608 in 2009). Signif icance testing shows any change between 2007 and 2009
5.10 One in three UK adults are watching television programmes or films

over the internet
Among adults who use the internet at home or elsewhere in 2009 (73% of all UK adults),
three in ten (32%) are watching online, or downloading, TV programmes or films. Most of
these users of these are doing so through UK TV broadcasters’ websites (29%) such as
BBC iPlayer, with a much smaller proportion doing so from other websites (11%).
Younger adults aged 16-24 and 25-34 are more likely than all adult internet users to
download or watch TV programmes or films online (46% and 39% vs. 32%), and stand out
as being much more likely to have used websites other than UK TV broadcasters’ websites
to download or watch online (21% and 16% vs. 11%). By contrast, downloading or watching
TV programmes or films online is less common among internet users aged 55-64 and 65
and over (24% and 16% vs. 32%).
57
Figure 44: Watching television programmes and films online, by age

All aged 16+ 16-24 25-34 35-44 45-54 55-64 65+
100%
80%
60%
46%
39% 40%
40% 36%
32%
29%
27% 27% 26%
24% 25% 24%
21%
20% 16% 16%
14%
11%
8% 7%
5%
2%
0%
EITHER OF THESE Watch online or dow nload from UK TV broadcasters' Watch online or dow nload from other w ebsites
w ebsites (examples given, including BBC iPlayer)
IN15 – Do you watch TV programmes or movies in any of the f ollowing ways? (Prompted responses, multi-coded)
45-54, 168 aged 55-64, 128 aged 65+) Signif icance testing shows any dif f erence between any age group and all adults aged 16+.
Males are more likely to watch television programmes and films online compared to females
(36% vs. 30%), through being more likely than females to have used websites other than UK
TV broadcasters’ websites to download or watch online (14% vs. 9%).
Internet users in DE socio-economic groups are less likely than all internet users to watch
television programmes and films online (23% vs. 32%).
5.11 Around half of all internet users say that using the internet has
increased their contact with friends and family
Just under half of all internet users say that using the internet has increased the contact they
have with friends (49%) or family (47%) who live further away. While some internet users
say their contact with friends (24%) or family (18%) who live nearby has increased, this
applies to a minority of all internet users. Just over two in ten internet users say they have
increased contact with people with whom they share personal interests and hobbies (22%)
and one in ten with people with different interests and hobbies (11%). Very few internet
users say they now have decreased contact with others as a result of using the internet.
58
Figure 45: Claimed impact of using the internet on the volume of contact with others
in 2009
Total increased Remained the same Total decreased Don't know
Friends who live further away 49% 48% 1%

1%
Family who live further away 47% 51% 1%
Friends who live nearby 24% 73% 1%
People who share your personal

22% 73% 5%
interests and hobbies
Family who live nearby 18% 77% 3%
People with different personal interests

11% 83% 5%
and hobbies
0% 20% 40% 60% 80% 100%

NIN47A-D/ NIN48A-B – Thinking about the contact you have with other people… Has using the internet increased or decreased your contact with the
following groups of friends and family, or has your contact remained the same?/ And has using the internet increased or decreased your contact with
the following groups of people, or has your contact remained the same? (Prompted responses, single coded)
Base: All who use the internet at home or elsewhere (702 aged 16+)
0
Increased contact with others as a result of using the internet is more likely among the
youngest internet users, aged 16-24, and among females, but does not vary across the
different socio-economic groups.
Those with a social networking site profile are more likely than internet users as a whole to
say that their contact with others has increased as a result of using the internet to contact
friends who live further away (62% vs. 49% of all internet users), family who live further away
(59% vs. 47%), friends who live nearby (34% vs. 24%), and people with whom they share
personal interests and hobbies (32% vs. 22%).
5.12 Most internet users say they have saved money through buying or
comparing prices online
Adults who use the internet at home or elsewhere were prompted with five internet activities
and were asked to say whether they had saved money by doing any of these activities in the
last six months. Where savings had been made, the internet users were asked to use a
scale to describe how significant the savings were.
Eight in ten internet users felt they had saved money across any of the five activities (81%),
with at least half of all internet users saving money through buying something online rather
than in the shops (65%), comparing prices online (63%) or booking travel online (51%). Half
of internet users say they have made significant savings by comparing prices online or
buying something online rather than in the shops (48%).
Across the different demographic groups, making any savings through the internet activities
is more likely among users aged 35-44 (88% vs. 81% of all) and those in the C1 socio-
economic group (87% vs. 81%). While each of the demographic groups sees a majority of
59
internet users making any savings, savings are less likely among users aged 55 and over
and those in DE socio-economic groups (both 73% vs. 81% of all).
At an overall level, experience of saving money does not differ between males and females.
However, females are more likely than males to have made savings through using vouchers
from websites or emails (31% vs. 20%).
While internet users in the C1 socio-economic group are more likely to have made savings,
no single activity is more likely to have resulted in savings for these users compared to all
internet users. However, those in AB socio-economic groups are more likely than all internet
users to say they have made savings through booking travel online (60% vs. 51%).
Figure 46 summarises the incidence of savings being made by internet users in the last six
months and the significance of the savings made for each of the five activities. Three in ten
of all internet users say they have made ‘very significant’ savings through buying something
online rather than in the shops (27%) or comparing prices online (25%), two in ten through
booking travel online (21%) or using a price comparison website (18%), and one in ten
through using vouchers from websites or emails (10%).
Figure 46: Extent to which savings have been made by internet users in the last six
months
5 - Very significant savings made 4 3 2 1 - Not at all significant savings made Not saved money doing this in the last six months
Buying something online rather than in

27% 21% 12% 3%1% 35%
the shops
Comparing prices online 25% 23% 11% 1%

2% 37%
Booking travel online 21% 16% 9% 3%1% 49%
Using a price comparison website such

18% 13% 9% 1%
2% 57%
as uswitch.com or pricerunner.co.uk
Using vouchers from websites or emails

giving money off at shops or other 10% 4% 7% 2%2% 74%
places
0% 20% 40% 60% 80% 100%

NIN43A/ NIN43BA-E – Now, thinking about possible savings you might make by going on the internet... In the last six months, would you say you
have saved money by doing any of these?/ Which of these best describes the savings you have made in the last six months by [ACTION AT
NIN34A]? (Prompted responses, single coded)
Base: All who use the internet at home or elsewhere (702 aged 16+)
14
60
Section 6
6 Understanding, security and concerns

This section looks at people’s awareness of the main sources of funding for the BBC and
commercial operators, and perceptions of regulation across different communications
platforms. The questions relating to funding and regulation provide insight into the area of
‘understanding’ within Ofcom’s definition of media literacy. This section also provides a
picture of attitudes towards downloading shared copies of copyright music and films without
the permission of the rights holder . It details the types of checks that internet users make
when visiting new websites, attitudes towards providing personal details online and the types
of judgements made before entering these types of details. This section reports on trust in
the news content provided by different media and ratings of the reliability and accuracy of
the information to be found in different media. Finally, this section looks at the extent to
which adults have concerns about the main communications platforms and the key types of
concerns.
Key findings
• Since 2007, there has been little change in awareness of the main sources of funding
for BBC and commercial TV programmes, radio stations and websites.
• UK adults are now more likely than in 2007 to believe that content is regulated (in
terms of what can be broadcast / shown / written) across each of radio (67% vs.
58%), the internet (37% vs. 26%), mobile phones (23% vs. 20%) and gaming (36%
vs. 29%).
• UK adults are more likely to believe that downloading shared copies of copyright
music and films without the permission of the rights holder should be illegal (47%)
than believe it should be legal (29%), and 24% are unsure. Young people aged 16-24
are more likely to say that such activity should be legal (45%).
• Internet users are less willing to share personal information online now than in 2007,
and willingness is lower among those acquiring the internet at home most recently.
• Around half of all adults consider information found on television (52%) and radio
(50%) to be reliable and accurate, compared to three in ten internet users who
consider information found on the internet to be reliable and accurate (31%). A
majority of users say that they tend to trust the news output from TV (54%), radio
(66%) and news websites (58%).
• UK adults are more likely to have concerns about content on the internet (55%) than
content on the other key media platforms (39% television, 26% mobile phones, 26%
gaming, 9% radio).
• Internet users are more likely than non-users to have concerns about content on the
internet (61% vs. 40%).
61
6.1 Most adults are aware of the main source of funding for TV programmes
and radio stations, but fewer than half know how websites are mainly
funded
All adults were asked to say, without prompting, what they believed to be the main source of
funding for television programmes, radio stations and websites. For each medium, questions
were asked about the main source of funding for BBC content and for content from
commercial operators.
Unprompted awareness of the main source of funding is higher for television than for radio,
and considerably lower for the internet, as was also the case in 2007. Unprompted
awareness of the main source of funding for the BBC remains higher than for the
commercial operators, across television, radio and the internet.
Awareness of the licence fee as the main source of funding has not changed since 2007 for
BBC television programmes (80% in 2009 and in 2007) or BBC radio stations (62% in 2009
and in 2007), and has increased since 2007 for the BBC website (44% vs. 41%).
Responses regarding the main source of funding for television programmes on ITV, Channel
4 and Five, the other main radio stations, and search engine websites such as Google, are
mostly unchanged since 2007.
Figure 47: Awareness of the main source of funding for television programmes, radio
stations and websites: 2005, 2007 and 2009
Correct response Incorrect response Don't know

0% 20% 40% 60% 80% 100%
2005 BBC TV programmes 84% 5% 11%
2005 Commercial TV programmes 76% 11% 13%

2005 BBC radio stations 65% 9% 26%
2005 Commercial Radio stations 61% 10% 29%
2005 BBC w ebsite 46% 13% 41%
2007 BBC w ebsite 41% 13% 46%
2009 BBC w ebsite 44% 11% 44%
2005 Search engine w ebsites 23% 19% 58%
T5-T6/ R4-R5/ IN28-29 - How would you say BBC TV programmes are mainly funded?/ How would you say programmes are mainly funded on ITV,
Channel 4 and Five?/ How would you say BBC radio stations are mainly funded?/ How would you say the other main radio stations are mainly
funded? /How do you think the BBC's website is mainly funded / How do you think search engine websites such as Google or Ask.com are mainly
funded? (unprompted responses, single coded)
There are three groups within the overall adult population with consistently lower levels of
awareness of the licence fee as the main source of funding for BBC television programmes,
radio stations and website: those aged 16-24; females; and those in DE socio-economic
groups.
62
Internet users are more likely than non-users to be aware of the main source of funding for
both the BBC website (51% vs. 27%) and for search engine websites (35% vs. 12%). Since
2007, there has been no change in awareness among internet users for either of these
measures.
Despite higher awareness among internet users, it remains the case that just under half of
all internet users are unaware of the main source of funding for the BBC website, and more
than half are unaware of the main source of funding for search engine websites.
6.2 Adults are now more likely to believe that content is regulated across
four of the five key platforms
Adults were asked to say whether content is regulated 34 across each of television, radio, the
internet, mobile phone and gaming. Compared to 2007, UK adults are more likely to think
that content is regulated across each of these key platforms, with the exception of television.
Figure 48: Belief that content is regulated: 2005, 2007 and 2009
Yes No Don't know
0% 20% 40% 60% 80% 100%
2005 TV 81% 7% 12%
2007 TV 79% 9% 11%
2009 TV 80% 7% 12%
2005 Radio 59% 14% 27%
2007 Radio 58% 14% 28%
2009 Radio 67% 9% 24%
2005 Internet 30% 30% 40%
2007 Internet 26% 33% 41%
2009 Internet 37% 26% 37%
2005 Mobile* 29% 25% 46%
2007 Mobile 20% 31% 49%
2009 Mobile 23% 26% 51%
2005 Gaming NA
2007 Gaming 29% 21% 50%
2009 Gaming 36% 16% 48%
T9/ R8/ IN32/ M6/ G8 - As far as you know, are TV programmes regulated/ is radio regulated in terms of what can be broadcast/ is the internet
regulated in terms of what can be shown and written/ is mobile phone content – such as internet surfing and downloading videos from websites on
your mobile - regulated/ is gaming regulated at all? (prompted responses, single coded)
* NB – Asked about mobile service in 2005 and asked about mobile content in 2007 and 2009
As with the responses regarding the main source of funding, younger adults aged 16-24 and
those in DE socio-economic groups are less likely to think that television and radio content is
regulated. Belief that television programmes are regulated is lower among 16-24s (69% vs.
80% of all adults) and those in DE socio-economic groups (68% vs. 80%). For both
television and radio, adults are more likely to say they are unsure whether content is
regulated than to say that content is not regulated.
34
The following definition was offered as an explanation of a regulator. “A regulator is often called a
“watchdog” – it sets rules or guidelines about content. People can also complain to the regulator if
they feel something was inappropriate - perhaps because it was offensive, harmful, inaccurate or
unfair.”
63
The increase since 2007 in the proportion of adults who think internet content is regulated
(37% vs. 26%) is evident across most of the demographic groups in 2009. Those aged 35-
44 are most likely to hold this view (43% vs. 37%).
6.3 Increase in belief that types of online content are regulated
We asked people whether they thought programmes or clips shown on broadcasters’ own
websites, or sites likes YouTube, and home-made videos made by the general public, were
regulated or not. Adults were shown a list of different types of online content and were asked
to say which, if any, are regulated 35 in terms of what can be shown on the internet.
Compared to 2007, adults are more likely to think that programmes or clips of programmes
shown on broadcasters’ websites (such as the BBC website or the ITV website) are
regulated (33% vs. 27%). Adults are also now more likely than in 2007 to think content on
sites such as YouTube is regulated (23% vs. 12%). Four in ten of all UK adults (36%) are
unsure whether any of the types of online content that we asked about are regulated.
Among those adults who watch TV programmes online or download from UK TV

broadcasters’ websites (29% of all internet users, 21% of all UK adults), more than half think
that programmes or clips shown on broadcasters’ website are regulated (54% vs. 33% of all
adults).
Figure 49: Belief that online content is regulated: 2007 and 2009
0% 20% 40% 60% 80% 100%
2007 27%
Programmes or clips of programmes shown on
broadcasters' own website - e.g. the BBC
website, the ITV website etc.
2009 33%
2007 12%
Programmes or clips of programmes shown on
sites such as YouTube/ Home-made videos
made by the general public shown on sites such
as YouTube* 2009 23%
IN34 – Which, if any, of the following do you think are regulated in terms of what can be shown on the internet? (Prompted responses, multi-coded)
Base: All adults aged 16+ (2905 in 2007, 1824 in 2009). Significance testing shows any change between 2007 and 2009
* ‘Home-made’ added to description in 2009
6.4 Most platform users feel people should be protected from inappropriate
or offensive content and that content must be free to be expressive or
creative
Adults using each of the main media: television, radio, the internet and mobile phones, were
asked to use a scale to say whether they agreed or disagreed that users of the platform in
question should be protected from inappropriate or offensive content. Those using each
35
The following definition was offered as an explanation of a regulator. “A regulator is often called a
“watchdog” – it sets rules or guidelines about content. People can also complain to the regulator if
they feel something was inappropriate - perhaps because it was offensive, harmful, inaccurate or
unfair.”
64
platform were also asked to say whether they agreed or disagreed that platform content
must be free to be expressive and creative. Figure 50 shows the extent of agreement and
disagreement to these two questions in 2009 among users of each of these four platforms.
The majority of users feel they should be protected and, as in previous surveys, internet and
mobile phone users are the most likely to strongly agree that users should be protected from
content for these platforms. Broadly speaking, agreement that users should be protected
tends to be higher among older users, females and those in DE socio-economic groups.
A majority of users also believe that content must be free to be expressive or creative.
Across all four platforms users are more likely to agree strongly that users must be protected
from inappropriate or offensive content than they are to agree that content must be free to be
expressive and creative. Broadly speaking, overall agreement that content should be free to
be expressive and creative does not vary across the demographic groups.
Figure 50: Platform content – users must be protected from inappropriate or offensive
content and content must be free to be expressive and creative - 2009
Strongly agree Slightly agree Neither/ Don't know Disagree
0% 20% 40% 60% 80% 100%

Users must be
protected from TV 45% 27% 14% 14%
inappropriate or
offensive content Radio 45% 30% 14% 10%
Internet 53% 27% 13% 7%
Mobile phones 51% 25% 19% 5%
Content must be
free to be TV 38% 38% 13% 12%
expressive and
creative Radio 40% 39% 13% 9%
Internet 30% 41% 17% 12%
Mobile phones 24% 29% 35% 12%
T13A-B/ R10A-B/ IN40A-B/ M9A-B – Please tell me the extent to which you agree or disagree with some things other people have said about [platform].
Base: Adults aged 16+ with any TVs in the household (1808 in 2009)/ listen to radio at home (1388 in 2009)/ use the internet (1282 in 2009)/ use a mobile
phone (1632 in 2009)
6.5 Younger adults are most likely to say downloading shared copies of
copyright music and films without the permission of the rights holder
should be legal
When asked whether downloading shared copies of copyright music and films without the
permission of the rights holder should be illegal, more adults believe that it should be illegal
(47%) than believe it should be legal (29%), with the remainder (24%) unsure. Adults aged
16-24 are the only group within the adult population in which more people say that
downloading music and films in this way should be legal compared to those who say it
should be illegal (45% vs. 39%). Adults aged 55-64 are more likely than all adults to say it
should be illegal (57% vs. 47% of all adults), and those aged 65 and over are more likely
than all adults to say they don’t know (38% vs. 24%). Females are also more likely than
males to say they don’t know (27% vs. 21%).
Those in AB socio-economic groups are more likely than adults as a whole to say that
downloading music and films in this way should be illegal (50% vs. 42%), while those in DE
socio-economic groups are more likely to say they don’t know (31% vs. 24%).
65
Figure 51: Attitudes towards illegal file sharing, by age, gender and socio-economic
group
Yes - should be illegal No - should not be illegal Don't know
All adults 47% 29% 24%
16-24 39% 45% 16%
25-34 47% 33% 20%
35-44 39% 34% 27%

Age
45-54 52% 29% 19%
55-64 57% 16% 27%
65+ 49% 12% 38%
AB 56% 25% 19%
Socio- C1 51% 28% 21%

economic
group C2 43% 31% 25%
DE 38% 32% 31%
Male 51% 27% 21%

Gender
Female 43% 30% 27%
0% 20% 40% 60% 80% 100%

IN39 – (EXPLANATION OF SHARED CONTENT AND THAT THIS IS OFTEN ILLEGAL) Do you think that downloading music and movies f or f ree in this
way should be illegal? (prompted responses, single coded)
Base: All adults aged 16+ (1802 aged 16+, 253 aged 16-24, 274 aged 25-34, 374 aged 35-44, 274 aged 45-54, 276 aged 55-64, 373 aged 65+, 404 AB,
521 C1, 356 C2, 540 DE, 886 male, 938 f emale). Signif icance testing shows any dif f erences between any age group and all adults aged 16+, between
any socio-economic group and all adults aged 16+, between males and f emales
6.6 Eight in ten users say they make some sort of check when visiting new
websites
All adults who use the internet at home or elsewhere were asked to think about new
websites they visit and the types of checks they would make. Figure 52 excludes those who
stated that they do not visit new websites, and shows the types of checks made in 2009.
While eight in ten (81%) users who ever visit new websites indicated that they make any of
the ten types of checks we asked about, the check most commonly made (checking for a
padlock or other secure symbol) is undertaken by just four in ten (38%) internet users.
66
Figure 52: Types of checks made when visiting new websites: 2009
100%
81%
80%
60%
38%
40% 33% 32% 32%
25% 24% 23% 21% 20%
20%
11%
0%
ANY OF If there is a How up to Whether it is The overall If there are Check some Ask If there is a If you have Who has
THESE padlock or date the a company look and feel links to the types of someone kitemark or heard of the created the
other symbol information you have of the site site from information else if they other symbol site on TV/ web page
to indicate is heard of another across a have been to to indicate a radio or in a and for what
the site is trusted site number of the website quality newspaper/ reason
secure sites to be standard magazine
sure it's
correct
IN16 – Thinking about new websites you visit… Which, if any, of these things would you check? (prompted responses, multi-coded)
Base: Adults aged 16+ who use the internet at home or elsewhere and who visit new websites (1182 aged 16+)
Within the overall population of internet users who ever visit new websites, those aged 65
and over are less likely to make any of the types of checks that we asked about (67% vs.
81%).
6.7 Internet users are less happy to share personal information online
compared to 2007
When registering on a website, users may be asked to provide several types of personal
details. We asked internet users to consider six types of personal information and tell us how
they would feel about entering these details online.
Compared to 2007, internet users are less happy to provide most of the six types of personal
information. The information that internet users are most likely to be happy to provide is their
email address, but this has declined since 2007 (44% vs. 49% in 2007).
Close to two in ten internet users said they would never provide their home address details;
higher than in 2007 (17% vs. 13% in 2007). Similarly, internet users are more likely to say
they would not provide their credit card details (20% vs. 17%) or their debit card details (24%
vs. 20%) to pay online compared to 2007.
Fewer internet users told us that they would be happy to provide their mobile phone number
than in 2007 (28% vs. 34%), with users now more likely to say that they would never do this
(24% vs. 19%). Similarly, fewer internet users than in 2007 told us that they would be happy
to provide their home phone number (26% vs. 30%), with users now more likely to say that
they would never do this (25% vs. 21%).
67
Figure 53: Personal details prepared to enter online: 2005, 2007 and 2009
Happy to do this Have some concerns about doing this Would never do this Not applicable/ I don't have this Don't know
2005 54% 34% 9%

Entering your personal email
2007 49% 38% 9%
address
2009 44% 43% 11%
2005 36% 46% 16%

Entering your home address
2007 35% 50% 13%
details
2009 32% 50% 17%
2005 28% 48% 18%

Paying by entering your credit
2007 30% 49% 17%
card details
2009 27% 49% 20%
2005 34% 37% 25%

Entering your mobile phone
2007 34% 43% 19%
number
2009 28% 46% 24%
2005 30% 44% 24%

Entering your home phone
2007 30% 46% 21%
number
2009 26% 46% 25%
2005 26% 48% 22%

Paying by entering your debit
2007 27% 49% 20%
card details
2009 25% 48% 24%
0% 20% 40% 60% 80% 100%

IN36A-F – I’m going to read out some types of information you could be asked to enter when you’re on the internet, and for each one I’d like you to
say how you would feel about doing this in terms of any security concerns. (prompted responses, single coded)
Base: Adults aged 16+ who use the internet at home or elsewhere (1468 in 2005, 1723 in 2007, 1282 in 2009). Significance testing shows any
Within the population of internet users from the 2009 study, internet users aged 65 and over
and those in DE socio-economic groups are more likely than all internet users to say they
would never provide each of the six types of personal information that we asked about.
Females are more likely than males to say they would never provide their home phone
number or mobile phone number. Across the six types of personal information, four in ten
(38%) internet users say that there is at least one that they would never provide. This overall
measure is higher among users aged 65 and over (54%), females (42%) and those in DE
socio-economic groups (46%).
It is possible that these changes since 2007 in the extent to which internet users are
prepared to provide personal information are a result of the change in the profile of internet
users, referred to earlier in this report.
For each of the six types of personal information there is a difference in the responses from
those who have more recently got the internet at home, with a higher proportion of these
people saying they would never provide this information.
6.8 Most internet users make some kind of judgement about a website
before entering personal details online
Having asked internet users to tell us how they would feel about entering personal details
online, we then asked them to say whether they would make a judgement about a website
before entering these types of details. Internet users were not prompted with any types of
checks they might make.
Responses have been grouped into the three broad types of checks made:
• ‘professional’ signs (such as a padlock);
• personal instinct (such as a known company name, a professional appearance); and
• peer signs (such as an online review or a recommendation from a friend)
68
Figure 54 shows that, as in 2007, internet users are most likely to make judgements about
websites based on professional signs, with this type of judgement made by around half (51%
vs. 48% in 2007), before entering any personal details. Four in ten make judgements based
on personal instinct (43% vs. 45% in 2007), with relatively few (and fewer compared to 2007)
making judgements based on peer reviews (20% vs. 24% in 2007).
The number of internet users who say they would not make any kind of judgement of a
website before entering personal details, has not changed since 2007 (12% vs. 11%).
Figure 54: Judgements made about a website before entering personal details: 2005,
2007 and 2009
Professional signs Personal instinct Peer signs Would not trust any site Would not make a
(e.g. Kitemark, padlock, system (e.g. Company I’ve heard of, (e.g. Peer review, judgement
messages) looks professional) recommendation from friends)
100%
80%
60%
51%
47% 48%
45% 43%
40%
40%
24%
19% 20%
20% 13% 12%
11%
8% 6% 7%
0%
Professional signs Personal instinct Peer Signs Would not trust any site Would not make a judgement
2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009
IN37 – Could you tell me whether you would make a judgement about a website before entering these types of details? (credit/ debit card details,
home/ mobile number, home/ e-mail address) How would you judge whether a website is secure? (unprompted responses, multi-coded)
Figure 55 displays these responses in a different way, in order to show how many are
making judgements based solely on elements relating to the ‘personal instinct’ category. In
order to do this it compares the types of judgements made about a website before entering
personal details online, having imposed a hierarchy on the type of judgement made, if any.
The hierarchy prioritises judgements made on any professional signs (such as a padlock),
followed by peer signs (such as recommendation from friends) and then personal instinct
alone (such as a known company name). This way of looking at the data shows that, since
2007, fewer internet users would make judgements using peer signs but not professional
signs (8% vs. 13%) and fewer internet users would make judgements based only on
personal instinct (13% vs. 17%).
69
Figure 55: Hierarchy of judgements made about a website before entering personal
details: 2005, 2007 and 2009
100%
ANY PROFESSIONAL
SIGNS
80% ANY PEER SIGNS AND

47% 48% NOT PROFESSIONAL
51%
SIGNS
ONLY PERSONAL
60% INSTINCT NOT
PROFESSIONAL NOT
PEER SIGNS
16% 13% Would not trust any site

8%
40%
13%
10% 17% Wouldn't make a
judgement
8% 7%
20% 6%
12% Don't know
13% 11%
6% 6% 8%
0%
2005 2007 2009
IN37 – Could you tell me whether you would make a judgement about a website before entering these types of details? (credit/ debit card details,
home/ mobile number, home/ e-mail address) How would you judge whether a website is secure? (unprompted responses, multi-coded) Professional
signs (e.g. Padlock, system messages); Peer signs (e.g. Peer review, recommendation from friends); Personal instinct (e.g. Company I’ve heard of,
looks professional)
Figure 56 looks at the types of judgements made by internet users in each age group in
2009, using the same hierarchy of judgements shown in Figure 55. Adults aged 16-24 are
more likely to say they wouldn’t make a judgement before entering personal details (18% vs.
12%), while those aged 55-64 are more likely to say they wouldn’t enter these details as they
wouldn’t trust any site(14% vs. 7%). Internet users aged 35-44 are more likely to make
judgements based on professional signs (61% vs. 51%), while users aged 65 and over are
less likely to use professional signs (40% vs. 51%).
70
Figure 56: Judgements made about a website before entering personal details in
2009: by age
100%
ANY PROFESSIONAL
SIGNS
80% 40% ANY PEER SIGNS AND

46% 43%
51% 48% NOT PROFESSIONAL
54% SIGNS
61%
ONLY PERSONAL
60% INSTINCT NOT
8% PROFESSIONAL NOT
8% PEER SIGNS
8%
8% Would not trust any site
8%
8% 14%
40% 13%
15%
13% 7% 16%
12%
11% Wouldn't make a
6% 10% 14% judgement
7% 6% 6%
20% 4%
18% 14%
12% 11% 14% 8% Don't know
9%
8% 9% 7% 10% 9%
6% 6%
0%
All adults 16-24 25-34 35-44 45-54 55-64 65+
IN37 – Could you tell me whether you would make a judgement about a website bef ore entering these types of details? (credit/ debit card details,
home/ mobile number, home/ e-mail address) How would you judge whether a website is secure? (unprompted responses, multi-coded) Prof essional
signs (e.g. Padlock, system messages); Peer signs (e.g. Peer review, recommendation f rom f riends); Personal instinct (e.g. Company I’ve heard of ,
looks prof essional)
45-54, 168 aged 55-64, 128 aged 65+). Signif icance testing shows any dif f erences between any age group and all adults aged 16+
6.9 Around half of search engine users make some kind of critical
evaluation of search engine results
Internet users were asked to choose from three options to say what they most often do when
looking for information on the internet: use a search engine, type in a website address or go
to a website stored in their Favourites section. More than half (56%) of all internet users say
that, of these three options, they use a search engine most often when looking for
information on the internet.
Those internet users who would most often use a search engine were then asked to say
which of the following statements is closest to their opinion:
• ‘I think that if they have been listed by the search engine, these websites will have
accurate and unbiased information.’
• ‘I think that some of the websites in the list will be accurate or unbiased and some
won’t be.’
• ‘I don’t really think about whether or not they have accurate or unbiased information, I
just use the sites I like the look of.’
Around half of those internet users who mostly use search engines (54%) make some type
of critical evaluation of the websites contained in search engine results; responding that
some of the websites returned will be accurate or unbiased while others will not be. This is
more likely to be the case among users aged 45 and over than younger users aged under 45
(60% vs. 51%) and among users in ABC1 socio-economic groups compared to users in
C2DE socio-economic groups (58% vs. 49%).
71
Two in ten internet users who mostly use search engines trust that the websites returned by
the search engines will have accurate and unbiased information (20%). This is more likely to
be the case among users aged under 45 than those aged 45 and over (23% vs. 13%) and
among users in C2DE socio-economic groups compared to users in ABC1 socio-economic
groups (25% vs. 17%).
Two in ten internet users who mostly use search engines respond that they don’t really think
about accuracy or bias, and use the sites they like the look of (18%). This response does not
vary to any significant extent across the different demographic groups.
Figure 57: Search engine user attitudes towards the accuracy or bias of the websites
returned by a search
100%
8% 7% 8% 8% 7% 9% Don't know
10%
19% 15% 18%

18% 16% 17%
21%
80%
I don't really think about

whether or not they have
accurate or unbiased
60% information, I just use the sites
I like the look of
54% 49%
51%
54% 58% I think that some websites will
60% 55% be accurate or unbiased and
40% some won't be
I think that if they have been

20%
listed by the search engine,
these websites will have
23% 23% 25%
20% accurate and unbiased
16% 17% information
13%
0%
All adults 16-44 45+ Male Female ABC1 C2DE
NIN46 – When you use a search engine to f ind inf ormation, you enter a query in the search box and the search engine will then show some links to
websites in the results pages. Which one of these is closest to your opinion about the level of accuracy or bias of the inf ormation detailed in the
websites that appear in the results pages? (Prompted responses, single coded)
Base: All adults aged 16+ who mostly use search engines to look f or inf ormation on the internet (407 aged 16+, 252 aged 16-44, 155 aged 45+, 201
male, 206 f emale, 251 ABC1, 155 C2DE). Signif icance testing shows any between adults aged under 45 and aged 45 and over, between males and
f emales, between those in ABC1 and C2DE socio-economic groups
6.10 Information on television and radio content is considered to be more

reliable and accurate than that on the internet or in newspapers
All adults were asked to use a five-point scale to say how reliable and accurate they would
rate the information found in newspapers, television, radio and the internet. Using this scale
a rating of 1 means the information found is totally unreliable and inaccurate and a rating of
5 means the information found is totally reliable and accurate. Responses from all adults for
each of the four media are shown in Figure 58, which also shows ratings for the internet as
given by internet users and non-users. The four media are shown from left to right in
descending order of the rating of reliability and accuracy given by all UK adults.
Grouping the top two (4 or 5 out of 5) and bottom two (1 or 2 out of 5) ratings from the five
point scale, just over half of all UK adults rate information found on television (52%) and on
radio (50%) as reliable and accurate, and around one in ten rate information found on
television (8%) and on radio (8%) as unreliable and inaccurate. Information found on the
internet is next in this ranked order; with three in ten adults rating this as reliable and
accurate (31%) and around two in ten rating this as unreliable and inaccurate (17%).
Information found in newspapers is the least likely to be rated by all adults as reliable and
accurate; with this rating given by two in ten of all adults (23%), with a higher proportion of
72
adults rating information found in newspapers as unreliable and inaccurate (27%). A

significant minority (21%) of UK adults don’t feel able to rate the accuracy or reliability of
information found on the internet, whereas a much smaller proportion of adults are unable to
rate the information found on television (1%), on the radio (5%) or in newspapers (1%).
Among internet users, three in ten (31%) rate information found on the internet as reliable
and accurate and two in ten rate information found on the internet as being unreliable and
inaccurate (17%). Just under half (46%) of internet users are neutral in their rating.
Figure 58: Rating of the reliability and accuracy of the information found in key media
100% 3% 2% 3% 3%
5 - Totally reliable and 10% 9%
accurate 7%
21% 21%
28%
80% 21%
4
41%
42%
9%
60%
3 39% 5%
49%
46%
2 40%
37% 13%
40% 55%
3%
1 - Totally unreliable and 20%
21% 15%
inaccurate
6% 21%
6% 2% 3%
5% 6% 6%
2%
1% 1%
Don't know 0%
On television On radio On the internet In newspapers On the internet - On the internet -
Users Non users
Mean score (out of 5) 3.5 3.5 3.1 2.9 3.2 2.9
NZ4A-D – Thinking about media more generally… On a scale of 1 to 5, where 5 is totally reliable and accurate and 1 is totally unreliable and
inaccurate, how reliable and accurate would you rate the information found… (Prompted responses, single coded)
Base: All adults aged 16+ (1012 aged 16+), those who use the internet at home or elsewhere (702), those who do not use the internet at home or
elsewhere (310)
Among internet users, none of the different demographic groups stand out as being more
likely to rate the information found on the internet as reliable and accurate or as unreliable
and inaccurate. Internet users aged 55 and over are, however, more likely to feel unable to
assign a rating (14% vs. 6% of all internet users).
6.11 A majority of users trust news output from radio, TV and news websites
In order to understand the trust placed in different media, we asked users of certain media to
use a scale to indicate the extent to which they trust the news output that they see, hear or
read through television / radio / news websites / newspapers. Questions were asked of
adults with any televisions in the home, those who listen to radio at home, those who use the
internet at home or elsewhere and who were able to respond to the question regarding news
websites (91% of internet users) and those who were able to respond to the question
regarding newspapers (99% of all adults).
Before looking in detail at the responses for television, radio and the internet, Figure 59
compares the overall responses from users of each of the four media. The questions
regarding trust in news were asked about each type of media as a whole, and not specific
TV channels, radio stations, news websites or newspapers. As a result, it is not possible to
say which specific news sources within each media the users are considering when they
respond to these questions.
73
News from radio is the most likely to be trusted by users; with seven in ten users (66%)
agreeing that they tend to trust what they hear. Newspapers are the least likely of the four
media to be trusted; with the lowest level of agreement that users tend to trust what they
read (34%) and the highest level of disagreement (43%). Similar percentages of users agree
that they trust TV news (54%) and news websites (58%). Responses from users do differ,
however, in terms of the level of disagreement that the news output is trusted. Disagreement
among users is at a higher level for TV news (24%) than for radio (15%) or news websites
(16%).
Figure 59: Agreement with statement – When I watch TV news / listen to radio news /
visit news websites / read newspapers I tend to trust what I see / hear / read or see
Agree Neither agree nor disagree Disagree Don't know
0% 20% 40% 60% 80% 100%
TV news 54% 21% 24% 1%
Radio news 66% 19% 15%
News websites 58% 24% 16% 2%
Newspapers 34% 23% 43% 1%
T13F/ R10D/ IN41B/ Z4B – Please use this card to tell me the extent to which you agree or disagree with some things that other people have said
about television/ radio/ internet/ newspapers. (Prompted responses, single coded)
Base: All adults aged 16+ with any TVs in the home (1004 aged 16+)/ who listen to the radio at home (786 aged 16+)/ who use the internet at home
or elsewhere and respond regarding news websites (1162 aged 16+) / who respond regarding reading newspapers (1806 aged 16+)
Figure 60 shows responses from adults with any televisions in the household in terms of the
extent to which they agree or disagree that they trust what they see when they watch TV
news. Across the different demographic groups, those aged 25-34 are more likely than all
with a television in the household to agree that they trust TV news (69% vs. 54%) and those
aged 55-64 are more likely to disagree (32% vs. 24%). Trust in TV news does not differ by
gender or across the socio-economic groups.
74
Figure 60: Agreement with statement – When I watch TV news I tend to trust what I
see
0% 20% 40% 60% 80% 100%
Total 54% 21% 24% 1%
16-24 57% 25% 17% 1%
25-34 69% 11% 19%
35-44 55% 23% 21%

Age
45-54 46% 26% 27%
55-64 49% 17% 32% 2%
65+ 50% 20% 28% 3%
Male 51% 22% 25% 1%

Gender
Female 57% 19% 23% 2%
AB 50% 22% 27% 1%
Socio- C1 54% 21% 24% 1%

economic
group C2 55% 22% 20% 2%
DE 58% 17% 24% 1%
T13F – Please use this card to tell me the extent to which you agree or disagree with some things that other people have said about television.
(Prompted responses, single coded)
Base: All adults aged 16+ with any TVs in the home (1004 aged 16+, 146 aged 16-24, 147 aged 25-34, 200 aged 35-44, 132 aged 45-54, 168 aged
55-64, 211 aged 65+, 493 male, 511 f emale, 228 AB, 287 C1, 187 C2, 299 DE). Signif icance testing shows any dif f erences between any age group
and all adults aged 16+, between males and f emales, between any socio-economic group and all adults aged 16+.
Figure 61 shows responses from adults who listen to radio at home in terms of the extent to
which they agree or disagree that they trust what they hear when they listen to radio news.
Across the different demographic groups, no group stands out in terms of being more likely
to agree or to disagree that they trust radio news. Those aged 25-34 are, however, more
likely to have a neutral attitude through neither agreeing nor disagreeing with this statement
(27% vs. 19%).
75
Figure 61: Agreement with statement – When I listen to radio news I tend to trust what
I hear
0% 20% 40% 60% 80% 100%
Total 66% 19% 15%
16-24 63% 19% 17%
25-34 75% 12% 13%
35-44 61% 27% 12%

Age
45-54* 55% 23% 22%
55-64 68% 15% 17%
65+ 73% 12% 13% 1%
Male 63% 19% 16%

Gender
Female 68% 21% 14%
AB 62% 25% 13%
Socio- C1 62% 16% 17%

economic
group C2 64% 20% 16%
DE 70% 14% 14% 1%
R10D – Please use the options on this card to tell me the extent to which you agree or disagree with some things that other people have said about radio.
(Prompted responses, single coded)
Base: All adults aged 16+ who listen to radio at home (786 aged 16+, 102 aged 16-24, 116 aged 25-34, 158 aged 35-44, 98 aged 45-54, 140 aged 55-64,
172 aged 65+, 391 male, 395 f emale, 189 AB, 230 C1, 148 C2, 216 DE) *Caution: Small base size f or aged 45-54 (98). Signif icance testing shows any
dif f erences between any age group and all adults aged 16+, between males and f emales, between any socio-economic group and all adults aged 16+.
Figure 62 shows responses from adults who use the internet at home or elsewhere in terms
of the extent to which they agree or disagree that they trust what they read or see when they
visit news websites, having excluded those who didn’t visit news websites. Across the
different demographic groups, those in DE socio-economic groups are more likely than all
internet users to agree that they trust news websites (68% vs. 58%). Trust in news websites
does not differ by age or by gender.
Figure 62: Agreement with statement – When I visit news websites I tend to trust what
I read or see
0% 20% 40% 60% 80% 100%
Total 58% 24% 16% 2%
16-24 57% 24% 18% 1%
25-34 60% 24% 14% 2%
35-44 56% 28% 13% 2%

Age
45-54 61% 23% 16% 1%
55-64 59% 22% 17% 2%
65+ 52% 25% 21% 3%
Male 59% 24% 15% 2%

Gender
Female 58% 25% 16% 1%
AB 53% 29% 17% 1%
Socio- C1 59% 25% 16% 1%

economic
group C2 56% 29% 17% 2%
DE 68% 25% 12% 4%
IN41B – Please tell me the extent to which you agree or disagree with some things that other people have said about the internet.
Base: All adults aged 16+ who use the internet at home or elsewhere and respond regarding news websites (1164 aged 16+, 207 aged 16-24, 221
aged 25-34, 280 aged 35-44, 189 aged 45-54, 155 aged 55-64, 112 aged 65+, 563 male, 601 f emale, 315 AB, 393 C1, 211 C2, 243 DE)
76
Adults who use the internet at home or elsewhere were also asked to use a scale to indicate
the extent to which they agree or disagree with the statement ‘When I visit social networking
websites I tend to trust what I read or see’. Those who didn’t visit social networking websites
(34% of all internet users) have been excluded from our analysis of the responses to this
question. As shown in Figure 63, internet users are broadly as likely to agree that they trust
social networking site content as they are to disagree (32% vs. 35%). Users in DE socio-
economic groups are more likely to agree that they trust social networking website content
(41% vs. 32%). Users aged 35-44 are less likely than all users to disagree (25% vs. 35%).
Figure 63: Agreement with statement – When I visit social networking websites I tend
to trust what I read or see
0% 20% 40% 60% 80% 100%
Total 32% 30% 35% 3%
16-24 33% 27% 36% 3%
25-34 36% 29% 33% 1%
35-44 35% 37% 25% 3%

Age
45-54 24% 30% 41% 5%
55+ 22% 26% 43% 9%
Male 29% 33% 36% 3%
Gender Female 34% 28% 34% 4%
AB 25% 34% 38% 2%
C1 32% 29% 36% 2%

Socio-
economic
C2 30% 35% 34% 2%
group
DE 41% 23% 30% 7%
IN41C – Please tell me the extent to which you agree or disagree with some things that other people have said about the internet.
Base: All adults aged 16+ who use the internet at home or elsewhere and respond regarding social networking websites (839 aged 16+, 204 aged
16-24, 193 aged 25-34, 200 aged 35-44, 124 aged 45-54, 118 aged 55+, 369 male, 470 female, 203 AB, 266 C1, 154 C2, 214 DE)
6.12 Fewer adults say they have concerns about each of the five key
platforms, compared to 2007
We asked people, regardless of whether they used each platform, to say whether they have
any concerns about what is on television, radio, the internet, mobile phones and gaming.
People could mention any types of concerns they have about the platform in question, or tell
us that they don’t have any concerns about the platform, or say that they don’t know. Figure
64 compares the overall mentions of any concerns for each of the key platforms in 2005,
2007 and 2009.
People say they have most concerns about what is on the internet and what is on television,
compared with other platforms, as was the case in 2007. However, the proportion of adults
mentioning any concerns has decreased since 2007 for each of television, radio, the
internet, mobile phones and gaming. For television, radio and the internet, the proportion of
adults with any concerns is closer to the levels found in 2005 than the levels found in 2007.
However, concerns about mobile phones are on a steady decline since 2005. We did not ask
about concerns about gaming in the 2005 survey.
77
Figure 64: Concerns about platforms: 2005, 2007 and 2009
Television Radio Internet Mobile phone Gaming

100%
80%
63%
58%
60% 55% 55%
46%
39% 40%
40% 34%
30%
26% 26%
20%
12%
9% 9%
NA
0%
2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009
T7/ R6/ IN30/ M4/ G6 – Can you tell me if you have any concerns about what is on TV/ radio/ the internet/ mobile phones/ gaming? (unprompted
Base: Adults aged 16+ (3244 in 2005, 2905 in 2007, 1824 in 2009). Significance testing shows any change between 2007 and 2009
When looking at concerns by users of each platform, the internet is the only platform where
users are more likely to have concerns compared to all adults (61% vs. 55%). As was the
case among all adults, users of each platform are less concerned than they were in 2007.
Figure 65: Concerns about platforms among users: 2005, 2007 and 2009
Television Radio Internet Mobile phone Gaming

100%
80% 73%
70%
61%
60% 55%
46%
42%
39%
40% 34%
30%
26% 25%
20% 14%
11% 11%
NA
0%
2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009
T7/ R6/ IN30/ M4/ G6 – Can you tell me if you have any concerns about what is on TV/ radio/ the internet/ mobile phones/ gaming? (unprompted
Base: Adults aged 16+ who use each platform (variable base). Significance testing shows any change between 2007 and 2009
6.13 Users are more likely to have concerns about the internet than about
other media platforms
When asked if they have any concerns about what is on the internet, six in ten adults who
use the internet at home or elsewhere (61%) told us about the concerns they have. These
relate mainly to concerns which could be categorised as relating to offensive / illegal content
(45%). Other concerns mentioned relate to security / fraud (23%) or to a risk to others or to
78
society as a whole (18%). The top three specific 36 concerns about the internet, mentioned by
adult internet users, are: sexual content / pornography (28%), content unsuitable for children
(24%), and websites showing abuse of children (15%). Adult internet users aged 55-64
(74%) are more likely than all adult internet users as a whole (61%) to have any concerns
about the internet. The youngest adult internet users, aged 16-24 (48%) are less likely than
all adult internet users as a whole (61%) to have any concerns about the internet.
Figure 66: Concerns about the internet among users, by age
All adults 16-24 25-34 35-44 45-54 55-64 65+
100%
74%
80%
65%
65%
64%
61%
56%
56%
60%
50%
48%
47%
46%
45%
41%
35%
40%
30%
29%
27%
25%
21%
23%
19%
18%
18%
18%
17%
17%
16%
18%
15%
14%
20%
13%
12%
12%
11%
13%
9%
9%
9%
8%
8%
7%
5%
0%
Any concerns Offensive/ illegal content Security/ fraud Risks to others/ society Personal Privacy Advertising
IN30 – Can you tell me if you have any concerns about what is on the internet? (Spontaneous responses, multi-coded)
Base: Adults aged 16+ who use the internet at home or elsewhere (1282 aged 16+, 225 aged 16-24, 235 aged 25-34, 313 aged 35-44, 213 aged 45-
54, 168 aged 55-64, 128 aged 65+). Signif icance testing shows any dif f erences between any age group and all adults aged 16+
Internet users are more likely to have any concerns about what is on the internet compared
to non-users (61% vs. 40%). Internet users are more likely to have each of the categories of
concerns compared to non-users, with the exception of concerns relating to a risk to others
or to society as a whole.
36
These specific (unprompted) concerns are then placed into the categories described.
79
Figure 67: Concerns about the internet, among users and non-users
Internet users Non-users
100%
80%
61%
60%
45%
40%
40% 34%
23%
18%
20% 14% 15%
13%
9%
6%
2%
0%
Any concerns Offensive/ illegal content Security/ fraud Risks to others/ society Personal Privacy Advertising
IN30 – Can you tell me if you have any concerns about what is on the internet? (Spontaneous responses, multi-coded)
Base: Adults aged 16+ who use the internet at home or elsewhere (1282)/ who do not use the internet at home or elsewhere (542). Signif icance
testing shows any dif f erences between internet users and non-users
69
When asked if they have any concerns about what is on television, four in ten adults with
TVs in the household (39%) told us about the concerns they have. These relate mainly to
concerns which could be categorised as relating to offensive content (25%) and poor quality
content or repeats (21%). The top three specific concerns about television, mentioned by
adults with TVs in the household, are: bad language/swearing (14%), violence (13%) and
sex / nudity (9%). Adults aged 55-64 and those aged 65 and over with TVs in the household
are more likely to have any concerns about television than adults as a whole (both 52% vs.
39%). Adults aged 16-24 with TVs in the household (19%) are less likely than adults as a
whole (39%) to have any concerns about television.
The oldest adults, aged 55 and over, are more likely to have any concerns about what is on
television, as are those with no under-16s at home, compared to those with any children
aged under 16 in the household (42% vs. 34%).
80
Figure 68: Concerns about television among users, by age
All adults 16-24 25-34 35-44 45-54 55-64 65+
100%
80%
60%
52%
52%
39%
38%
39%
36%
34%
40%
33%
28%
27%
26%
23%
25%
22%
20%
20%
19%
21%
18%
20%
11%
7%
7%
7%
6%
6%
6%
5%
4%
3%
3%
3%
3%
2%
2%
1%
0%
Any concerns Offensive content Quality of content/ repeats Advertising/ sponsorship Don't trust/ fixed/ biased
T7 – Can you tell me if you have any concerns about what is on TV? (Spontaneous responses, multi-coded)
Base: Adults aged 16+ with any TVs in the household (1808 aged 16+, 250 aged 16-24, 271 aged 25-34, 371 aged 35-44, 272 aged 45-54, 273 aged
55-64, 371 aged 65+). Signif icance testing shows any dif f erences between any age group and all adults aged 16+
When asked if they have any concerns about mobile phones, one quarter of all adults (26%)
who personally use a mobile phone told us about the concerns they have. No single
category of concern dominates, with broadly equal mentions of concerns which could be
categorised as relating to risks to others or to society as a whole (11%), health concerns
(9%), and concerns relating to affordability (8%). The top three specific concerns about
mobile phones mentioned by adults who use a mobile phone are: health concerns about
using a handset (7%), the general cost of making calls (6%) and health concerns about
mobile signal masts (4%). Adults aged 45-54 (36%) and those aged 55-64 (35%) are more
likely to have any concerns about mobile phones than adults as a whole (26%). Adults aged
16-24 (19%) are less likely than adults as a whole (26%) to have any concerns about mobile
phones.
Figure 69: Concerns about mobile phones among users, by age
All adults 16-24 25-34 35-44 45-54 55-64 65+
100%
80%
60%
36%
35%
40%
27%
24%
26%
22%
19%
19%
14%
14%
20%
12%
11%
11%
10%
10%
10%
10%
11%
9%
9%
9%
8%
8%
7%
7%
7%
6%
6%
6%
6%
5%
5%
5%
5%
5%
5% 5%
4%
4%
3%
2%
2%
0%
Any concerns Risks to others/ society Health Affordability Privacy Security/ fraud
M4 – Can you tell me if you have any concerns about mobile phones? (Spontaneous responses, multi-coded)
Base: Adults aged 16+ who personally use a mobile phone (1632 aged 16+, 252 aged 16-24, 267 aged 25-34, 363 aged 35-44, 260 aged 45-54, 253
aged 55-64, 237 aged 65+). Signif icance testing shows any dif f erences between any age group and all adults aged 16+
81
When asked if they have any concerns about gaming, one quarter of adults who ever play
games electronically (25%) told us about the concerns they have. These relate mainly to
concerns which could be categorised as relating to offensive content (18%). The top three
specific concerns about gaming mentioned by adults who play games electronically are:
violent content (14%), content unsuitable for children (11%) and discouraging creative play
for children or encouraging children to stay indoors (both 5%). Adults aged 45 and over
(38%) are more likely to have any concerns about gaming than adults as a whole (25%).
Adults aged 16-24 (15%) are less likely than adults as a whole (25%) to have any concerns
about gaming.
Figure 70: Concerns about gaming, by age
All adults 16-24 25-34 35-44 45+
100%
80%
60%
38%
40%
32%
27%
27%
25%
19%
16%
18%
15%
14%
20%
9%
8%
7%
6%
5%
5%
5%
5%
4%
3%
3%
3%
2%
2%
1%
0%
Any concerns Offensive content Risks to others/ society Affordability Health
G6 – Can you tell me if you have any concerns about gaming? (Spontaneous responses, multi-coded)
Base: Adults aged 16+ who ever play games electronically (616 aged 16+,164 aged 16-24, 154 aged 25-34,157 aged 35-44, 141 aged 45+).
Significance testing shows any differences between any age group and all adults aged 16+
Adults who play electronic games do not differ from the overall adult population regarding
concerns about gaming; either in terms of having any concerns or having any of the
individual categories of concerns.
82
Figure 71: Concerns about gaming, among users and non-users
Gaming users Non-users
100%
80%
60%
40%
25% 26%
20%
18%
20%
7% 6% 5% 4% 3% 2%
0%
Any concerns Offensive content Risks to others/ society Affordability Health
G6 – Can you tell me if you have any concerns about gaming? (Spontaneous responses, multi-coded)
Base: Adults aged 16+ who play electronic games (616)/ do not play electronic games (1208). Signif icance testing shows any dif f erences between
users and non-users
73
When asked if they have any concerns about what is on radio, one in ten adults (11%) told
us about the concerns they have. No single type of concern dominates, with broadly equal
mentions of concerns that could be categorised as relating to offensive content (6%), poor
quality content or repeats (4%) and concerns relating to advertising or sponsorship (3%).
The top three specific concerns about radio mentioned by adults are: bad language /
swearing (3%), bad taste / shock tactics (3%) and too many advertising breaks or poor
quality programmes (both 2%). No single age group is either more likely or less likely to have
concerns about radio, compared to adults as a whole.
Figure 72: Concerns about radio, by age
All adults 16-24 25-34 35-44 45-54 55-64 65+
100%
80%
60%
40%
16%
20%
11%
10%
10%
11%
9%
9%
7%
6%
6%
5%
5%
5%
5%
5%
5%
5%
4%
4%
3%
3%
3%
3%
2%
2%
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
0%
Any concerns Offensive content Quality of content/ repeats Advertising/ sponsorship Don't trust/ fixed/ biased
R6 – Can you tell me if you have any concerns about what is on radio? (Spontaneous responses)
Base: Adults aged 16+ who listen to the radio at home (1388 aged 16+, 174 aged 16-24, 216 aged 25-34, 283 aged 35-44, 205 aged 45-54, 217
aged 55-64, 293 aged 65+). Signif icance testing shows any dif f erences between any age group and all adults aged 16+
83
Section 7
7 Learning
This section looks at adults’ preferred methods of learning about digital technology, as well
as their experience of, and interest in, learning.
Key findings
• Few UK adults have experience of formal learning about digital technology or are
interested in learning more. Those aged 65 and over are less likely than UK adults as
a whole to be interested (17% vs. 25%)
• Of the five methods that we asked about, the most preferred ways of learning about
digital technology are by asking friends or family (48%), by reading the manual /
instructions (45%) and through trial and error (42%). Fewer adults say they prefer to
learn through asking the supplier or store (13%) or by going to a class (9%)
7.1 One in four adults have experience of formal learning about digital
technology
Across all UK adults, a minority say they have experience of ‘formal learning’, through
classes or training, about any of the aspects of digital technology that we asked about.
Experience of formal learning about digital technology has declined since 2007 (21% vs.
27%). The only type of learning experienced by more than one in ten adults relates to how to
use the internet (15%), as was also the case in 2007 (20%). One in ten adults say they have
learned about using the internet safely (7%) 37.
37
This question was added in 2009.
84
Figure 73: Experience of formal learning about digital technology: 2005, 2007 and
2009
ANY How to use the Using the Creating a Editing digital Setting controls Setting controls Sending photos using
internet* internet safely website pictures or digital for websites on your TV a mobile phone
video
100%
80%
60%
40%
27%
22% 21% 20%
20% 17%
15%
7% 6% 6% 5% 6% 5%
4% 3% 3% 3% 4%
2% 2% 3% 2% 2%
NA NA
0% 2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009
Z6 – Thinking about the types of things you might learn about TV, the internet, mobile phones and so on… Which, if any, of these you have learned
about through classes, training or any other type of formal learning? (prompted responses, multi-coded)
Base: All adults aged 16+ (Shows responses from 3% or more) (3244 in 2005, 2905 in 2007, 1824 in 2009). Significance testing shows any change
between 2007 and 2009. * Amended from ‘Using the internet’ in 2005 and 2007
In 2009, experience of formal learning about digital technology is less likely among those
aged 65 and over compared to adults as a whole (16% vs. 21%). Adults aged 16-24 are
more likely than adults as a whole to have experience of learning about how to use the
internet (20% vs. 15%), creating a website (14% vs. 5%), editing digital pictures or digital
video (8% vs. 5%) and sending photos using a mobile phone (6% vs. 2%).
Experience of learning about digital technology does not differ between males and females
or across the socio-economic groups.
Figure 74 shows the overall experience of formal learning about digital technology across
the different age and socio-economic groups. The overall decline since 2007 is seen for
those aged 16-24 (32% vs. 43%) and 25-34 (20% vs. 35%), as well as those aged 45-54
(17% vs. 26%). The decline in any experience of formal learning about digital technology
since 2007 is also seen in each of the socio-economic groups, with the exception of DE
adults.
85
Figure 74: Any experience of formal learning about digital technology: 2005, 2007 and
2009, by age and socio-economic group
All adults 16-24 25-34 35-44 45-54 55-64 65+ AB C1 C2 DE

100%
80%
60%
43%
36%
35%
34%
40%
32%
32%
28%
28%
27%
27%
26%
25%
24%
23%
23%
23%
22%
22%
22%
21%
21%
20%
20%
20%
19%
18%
18%
17%
17%
15%
20%
13%
12%
8%
0%
05 07 09 05 07 09 05 07 09 05 07 09 05 07 09 05 07 09 05 07 09 05 07 09 05 07 09 05 07 09 05 07 09
Z6 – Thinking about the types of things you might learn about TV, the internet, mobile phones and so on… Which, if any, of these you have learned
about through classes, training or any other type of f ormal learning? (prompted responses, multi-coded)
Base: All adults aged 16+ (3244 in 2005, 2905 in 2007, 1824 in 2009). Signif icance testing shows any change between 2007 and 2009. * Amended
f rom ‘Using the internet’ in 2005 and 2007
7.2 A minority of adults are interested in learning more about digital

technology
Across all UK adults, a minority say they would be interested in learning more about any of
the aspects of digital technology that we asked about. Levels of interest in learning more
about digital technology at an overall level have declined since 2007 (25% vs. 31%), due to
lower levels of interest in learning about how to use the internet (7% vs. 12%), creating a
website (6% vs. 8%), how the media are funded (1% vs. 3%) and how programmes are
made (2% vs. 5%).
86
Figure 75: Interest in learning about digital technology: 2005, 2007 and 2009
ANY How to use the Creating a Using the Editing digital Setting controls How the media is How programmes are
internet* website internet safely pictures or digital for websites funded made
video
100%
80%
60%
40%
32% 31%
25%
20%
14%
12%
10%
7% 8% 7%
6% 6% 7% 6% 6% 5%
3% 4% 4% 3% 3% 2%
NA NA 1%
0% 2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009
Z7 – Which, if any, of these you would you be interested in learning more about? (prompted responses, multi-coded)
Base: All adults aged 16+ (Shows responses from 3% or more) (3244 in 2005, 2905 in 2007, 1824 in 2009) ). Significance testing shows any change
between 2007 and 2009
* Amended from ‘Using the internet’ in 2005 and 2007
In 2009, interest in learning more about digital technology is less likely among those aged 65
and over compared to adults as a whole (17% vs. 25%). Adults aged 55-64, however, are
more likely than adults as a whole to be interested in learning about how to use the internet
(14% vs. 7%) and using the internet safely (13% vs. 6%).
While the overall proportion interested in learning about digital technology does not differ by
gender, females are more likely than males to be interested in learning about editing digital
pictures or digital video (7% vs. 5%).
Interest in learning about digital technology does not differ across the socio-economic
groups at an overall level or for any of the particular aspects that we asked about.
7.3 Most adults have a preferred way to learn about digital technology
Adults were shown a list of ways of learning about digital technology and were asked to say
which they prefer. Informal learning methods such as learning from friends and family (48%)
or reading the manual (45%) are more popular than attending a class (9%). Compared to
2007, more adults said they prefer to learn through attending a class (9% vs. 6%) and more
adults said they had a preferred way to learn (93% vs. 91%), but the overall picture of
preferred ways to learn is very similar.
87
Figure 76: Preferred ways to learn about digital technology: 2005, 2007 and 2009
2005 2007 2009
100%
80%
60%
48% 48% 46% 45% 45%
41% 40% 42%
40% 36%
20%
12% 12% 13% 10%
8% 9% 9% 7%
6%
0%
Ask friends/ family Read the manual Trial and error Supplier/ Store Go to a class None
Z5 – We have discussed digital television and radio, the internet, mobile phones and games players. Which of these are ways you prefer to learn
about using such services or products? (prompted responses, multi-coded)
In 2009, there are a number of differences between demographic groups in relation to their
preferred ways to learn about digital technology. Those aged 65 and over are more likely
than adults as a whole to say they prefer to learn through friends and family (58% vs. 48%),
and females are more likely to prefer this way of learning than males (58% vs. 37%).
Those aged 45-54 are more likely than adults as a whole to say they prefer to learn through
reading the manual or following the instructions (54% vs. 45%), and males are more likely to
prefer this way of learning than females (50% vs. 41%). Adults in AB socio-economic groups
are also more likely than adults as a whole to prefer to learn through reading the manual or
following the instructions (53% vs. 45%), while those aged 65 and over are less likely (38%
vs. 45%).
Younger adults aged 16-24 and aged 25-34 are more likely than adults as a whole to say
they prefer to learn through trial and error (both 53% vs. 42%) while adults aged 65 and over
and those in DE socio-economic groups are less likely (23% and 36% vs. 42%). Males are
more likely to prefer to learn through trial and error than females (50% vs. 36%).
Adults in AB socio-economic groups and those aged 65 and over are more likely than adults
as a whole to say they prefer to learn from attending a class (13% and 14% vs. 9%), while
adults in C1 socio-economic group are less likely to prefer this way of learning (6% vs. 9%).
Adults aged 65 and over and those in DE socio-economic groups are more likely than adults
as a whole to say they do not have a preferred way of learning about digital technology (14%
and 9% vs. 7%).
Figure 77 shows the preferred way to learn, if any, for adults in each age group in 2009. It is
clear that a preference for learning from friends and family increases with age and a
preference for learning through trial and error decreases with age.
88
Figure 77: Preferred ways to learn about digital technology in 2009, by age
100%
Ask friends/ family
80%
Read the manual
60% Trial and error
Supplier/ store
40%
Go to a class
20%
None
0%
16-24 25-34 35-44 45-54 55-64 65+
Z5 – We have discussed digital television and radio, the internet, mobile phones and games players. Which of these are ways you pref er to learn
about using such services or products? (prompted responses, multi-coded)
Base: All adults aged 16+ (253 aged 16-24, 274 aged 25-34, 374 aged 35-44, 274 aged 45-54, 276 aged 55-64, 373 aged 65+)
89

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UK Adults’ Media Literacy

Take-up and media preferences

Interest and confidence across media

Using the internet

As in previous years, communication is the most commonly-mentioned activity carried out on

Understanding, security and concerns

Ofcom’s definition of media literacy is:

“the ability to use, understand and create media and communications”.

The promotion of media literacy is a responsibility placed on Ofcom by Section 11 of the

Ofcom's work to promote media literacy is intended:

The key objectives of this research are:

2.2 How we monitor media literacy

• Take-up, use and breadth of use of media

2.3 Research methodology and analysis

Media Literacy Audit Tracker with adults: 2009

Media Literacy Audit survey: 2007

Media Literacy Audit survey: 2005

3 Take-up and media preferences

Key findings (continued)

Figure 1: Household take-up of key platforms: 2005, 2007 and 2009 11

Digital radio Mobile phone* Digital TV Internet DVR

67% 62% 94%

68% 66% 96%

69% 71% 94%

66% 61% 88%

60% 49% 73%

45% 22% 49%

71% 79% 87%

62% 62% 86%

65% 53% 83%

52% 26% 74%

2005 19% 22% 26% 15% 12% 6%

2009 19% 21% 23% 17% 12% 8%

All adults 2009 15% 18% 20% 15% 15% 18%

0% 20% 40% 60% 80% 100%

2005 35% 34% 17% 14%

2009 30% 33% 17% 20%

All adults 2009 25% 29% 18% 27%

0% 20% 40% 60% 80% 100%

3.3 Increase in internet users, both at home and elsewhere

23% Home only

3.4 Adults aged over 65 and those in DE socio-economic groups remain

All UK adults Users of the Non-users of

Socio-economic group AB 25% 30% 13%

Male 48% 47% 50%

3.5 Younger adults also use alternative devices to get online

Figure 8: Devices used to visit internet websites in 2009: by age

60% 56% 55%

2005 6.6 3.0 0.5 9.9 hours

2007 8.2 3.3 0.6 12.1 hours

2009 8.4 3.1 0.7 12.2 hours

16-24 12.1 3.1 1.4 16.6 hours

25-34 9.3 3.6 1.0 13.9 hours

35-44 7.5 3.9 0.5 11.9 hours

55-64 7.4 1.4 9.0 hours

65+ 5.5 5.8 hours

AB 8.5 3.9 0.6 13.0 hours

Socio- C1 8.9 4.5 0.7 14.1 hours

DE 7.9 0.8 0.9 9.6 hours

Male 9.0 4.0 0.7 13.7 hours

0.0 4.0 8.0 12.0 16.0 20.0

All adults 71% 4% 4% 6% 4% 10%

16-24 84% 5% 2% 6% 1% 10%