MORI survey uncovers major
new trends in web use in the UK
A new MORI survey published on February 3rd is the
first to take a wide-ranging look at the issues of reliability of
information found on the Internet, and the extent to which users
feel they can trust the information they find there. The reputation
of an organisation and the trustworthiness of the content of websites
are important factors in peoples attitudes, the survey found. Information
provided via the websites of more established organisations such
as museums, libraries and archives are most likely to gain a great
deal or fair amount of trust from people. This is particularly the
case in comparison to more commercial websites such as utility companies,
travel agencies and Internet-only retail companies.
Among the other findings uncovered by the survey,
commissioned by the Common Information Environment (CIE) group,
were the following:
- Most of the population is aware of the Internet to some degree,
with just under half of all respondents (49%) saying they know
at least a fair amount about it
- 92% of Internet users say that reliability of content is an
important factor, including 63% saying it is very important
- Home is the place from which people most commonly access the
Internet, with 80% of current users saying that they go online
most often from there
- 53% of all respondents go online at least once a week, including
30% who do so every day
- 3% of users access the Internet via mobile phones or GPRS as
their preferred means of access
- Over half of all current users (54%) of the Web use it as their
preferred information source. In addition, some 59% of all those
surveyed are confident about Internet use, and three quarters
of respondents say that they find it easy to get access to the
Internet.
In addition, with the potential of the Internet as a learning tool,
the survey also reveals the publics attitudes to lifelong learning.
Encouragingly, the overwhelming majority of people surveyed agree
that it is important for adults to continue to learn as they get
older (94%).
Importantly most see a role for the Internet in learning new things
(83% class the Internet as an important learning tool). 59% of those
who have ever used the Internet search for specific information
in connection with a hobby or interest, while 40% have done so in
connection with their own education, and 25% in connection with
their own childrens learning.
The survey also points to a growing digital divide, a gulf between
different groups of users based on gender, employment, class and
educational attainment. Men, people aged 16-54, who work, come from
social classes ABC1, and have a formal educational qualification
are more likely to be Internet users, the survey finds, than women,
people aged 55+, those not in work, from social classes C2DE, and
people who do not have a formal educational qualification.
At the same time, findings from the survey suggest that use of
the Internet may be prone to lapsing as people move from education
and training (where learning providers supply the means of access
for those without ready access elsewhere) into work. Once again,
the implications for the wider agendas of lifelong learning, e-Government
and active citizenship would appear to require concerted political
action.
Dr Paul Miller, Director of the CIE, welcomed the findings, saying:
The Common Information Environment is all about public sector organisations
working together in order to make the online experience more educational,
entertaining and enriching than it is currently. Individually, CIE
members each serve large parts of the population. Together, their
audience is every man, woman and child in the UK. The commissioning
of this research is an excellent example of that cooperation, and
its results clearly demonstrate the high regard in which organisations
of the type represented by CIE members are held by the public, and
the importance that they place in being able to access authoritative,
high quality content via the Internet.
Chris Batt, Chief Executive of MLA and the Chair of the CIE, said:
This new study is a goldmine of information on users(and non-users)
perceptions of the Internet and the resources and services it offers.
Anyone interested in how this new medium is changing our daily lives
will want to see these data, and the report provides the Common
Information Environment partners with vital new insights that will
direct and focus our future work programmes.
The results are highly encouraging for the Common Information Environment
group, a coalition of public sector information organisations, whose
task it is to help create a cross-sectoral partnership to realise
the full potential of the Internet for all UK citizens. These organisations
include those funding this research; the British Library, DfES (Department
for Education & Skills), JISC (Joint Information Systems Committee),
MLA (Museums, Libraries & Archives Council), and SLIC (Scottish
Library & Information Council). Content of the type provided
by these organisations is of precisely the kind that respondents
to the survey recognise as trustworthy, reliable and of high quality.
The challenge now, the survey suggests, is for Government to actively
tackle peoples misconceptions and a real skills gap in certain parts
of the population, whilst capitalising upon a clear preference for
trusted knowledge resources.
For the results of the MORI survey please go to www.common-info.org.uk/audienceresearch.shtml
A Summary of Findings is available at www.common-info.org.uk/mori-findings.shtml,
and some Implications are highlighted for us by MORI at www.common-info.org.uk/mori-implications.shtml.
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