The Digital Day
An in-depth quantitative study on UK adults' total media and communications activities
People have more flexibility and more choice than ever before when it comes to what, how and when they access media content and use communications services (for example, making voice calls). This is due to expansion in the range of devices that can support a wide variety of media content and service types; it has been influenced by the speed of take-up of different technologies, and the increasing convergence between media.
Ofcom subscribes to a wide range of industry research such as BARB (television), RAJAR (radio), and Nielsen NetRatings (internet). This allows us to understand how people consume broadcast media and how they use web sites. However, there is little in the way of insight into how people use media and communications devices together and the relationships between them.
Ofcom commissioned an in-depth quantitative study on UK adults' total media and communications activities to provide an overview of the role of electronic media in peoples lives. The study is part of our media literacy programme of work that we undertake as part of our duty under section 11 of the Communications Act 2003 to promote media literacy.
We were interested in understanding the current media behaviour of younger teenagers alongside the claimed behaviour captured in the main Digital Day survey. Ofcom therefore commissioned 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. It covers both in- and out-of-home use.
The Consumer’s Digital Day - Full report