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Centre for Policy on Ageing | |
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Digital lifestyles
— hesitants, resistors and economisers | | Corporate Author | Ofcom |
| Publisher | Ofcom, London, 1 April 2009 |
| Pages | 34 pp |
| Source | Ofcom, Riverside House, 2a Southwark Bridge Road, London SE1 9HA. www.ofcom.org.uk |
| Keywords | Communication media ; Attitude ; Usage [services] ; Social characteristics [elderly] ; Social surveys. |
| Annotation | As part of the 2008 Media Literacy Audit research (reports available from Ofcom website at http://www.ofcom.org.uk/advice/media_literacy/ml_a... data about people's attitudes and behaviours relating to communication technologies were analysed, based on the relationship people have with media devices. This report gives a brief overview of the five segments identified through the attitudinal and behavioural questions: engaged, pragmatists, hesitants, resistors and economisers. It looks in detail at the last three particular segments, which have lower take-up and use of media devices. These segments are useful as they illustrate the characteristics of people and the demographics of those who tend to have lower levels of digital engagement. Age is a factor; and both hesitants and resistors tend to be older adults, with the latter group largely aged 65+ (71% vs 19% of all adults), and markedly more female. Segmentation analysis of population groups will clarify how best to develop and promote targeted media literacy, so as to reach particular segments, rather than the population as a whole, and thereby encourage greater use of digital technologies amongst such groups. (KJ/RH). |
| Accession Number | CPA-090615201 B |
| Classmark | UD: DP: QLD: F: 3F |
Data © Centre for Policy on Ageing |
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| ...from the Ageinfo database published by Centre for Policy on Ageing. |
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