The Media Briefing
The ways in which people access and consume media are changing incredibly rapidly, and one of the most comprehensive studies of how this has happened in the UK is Ofcom’s Adults’ Media Use and Attitudes Report.
We’ve picked out some of the key points relevant from the 2014 edition, which demonstrate how consumers are accessing content in new ways, via new formats and new devices.
The report covers attitudes and understanding among UK adults aged 16+ and covers TV, radio, mobile, games and the internet, with an emphasis on the latter.
Ofcom’s methodology involves quanititative surveys with between 1,000 and 2,000 adults in-home, and statistical significance testing to within the 95 percent confidence limits.
Internet usage still varies massively by age group, but more older people are going online. The biggest percentage point increase was in the 65+ age group, which went from 33 percent online in 2012 to 42 percent last year.
The next biggest increase was for the 55-64 age group. In 2012 73 percent were online, but in 2013 this had risen to 78 percent.
Maybe there’s digital hope for the Daily Telegraph’s ageing print readership after all…
Click to see charts and continue reading