Learning on ScreenThe Consumer’s Digital Day: A research report by Ofcom and Gfk
- Title
- The Consumer’s Digital Day: A research report by Ofcom and Gfk
- Date
- 14 Dec 2010
- Link
- http://stakeholders.ofcom.org.uk/market-data-research/other/cross-media/digital-day/2010/
- PDF Document
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- Publisher
- Ofcom
- Category
- Research Papers
- Subject
- Audience / User Research; New Technology; Children; Telecommunications; Media literacy
- Inactive
- No
- Description
- This in-depth quantitative study on UK adults’ total media and communications activities aims to provide an overview of the role of electronic media in people’s lives. The study is part of Ofcom’s media literacy programme of work undertaken as part of their duty under section 11 of the Communications Act 2003 to promote media literacy.
There is also a supplementary survey among 12-15 year olds, which followed the same methodology as the main study, albeit simplified.
The research provides a snapshot of people’s media and communications behaviour over a seven-day period, with fieldwork undertaken in April-May 2010. The study has been designed to explore how people use media and communications devices throughout the day, which media and devices are used concurrently, where, and what attention people pay to the media they use and it covers both in- and out-of-home use.
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