[cma-l] Ofcom publication: Media Lives 2015: A Qualitative Study - Summary Report

[CMA-L]

Ofcom has today published our summary report from the 11th wave (2015) of
qualitative research into Media Lives:


http://stakeholders.ofcom.org.uk/binaries/research/media-literacy/medialives11/media_lives_2015_summary.pdf



Conducted by The Knowledge Agency, the project started in 2005 to provide a
small-scale, rich and detailed qualitative complement to Ofcom's
quantitative surveys of media literacy.



The Media Lives project follows the same individuals over time, and
interviews them on camera each year about their media habits and attitudes.
The interviews provide evidence about the motivations and the context of
media use, and how media is part of daily life and domestic circumstances.
The project also provides us with rich detail of how media habits and
attitudes change over time, in particular linked to life stage.



The summary report provides detailed insights on a range of topics,
including the impact of streaming services on family life; segmented
approaches to social media profiles; the importance of and related
dependence on mobile phones; confusion over mobile data allowance and
usage; concerns over lack of privacy online; increased interest in news via
social media; attitudes towards both TV and online advertising; parental
concern of children’s behaviour online; and anti-social media usage.



The report is available with all of the other Media Literacy publications
on the Ofcom website at:


http://www.ofcom.org.uk/medialiteracyresearch



\\\


Community Media Association

http://www.commedia.org.uk/
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