We can help you better address the challenges faced by consumers and media providers in the transition to Digital Britain
As the UK transforms itself into a digital economy, the pace of change can be bewildering. Platforms, services and brands which barely existed 5 years ago now play dominant roles in consumers’ lives. Some wither and die as quickly as they grew (remember Bebo?).
How people adapt to these changes varies enormously. Although a third of UK adults now visit Facebook every day, over 20% of the population do not go online at all, and most of these have no intention of doing so. Conversely, many of those with the highly developed skills in using the new communications platforms are the least well equipped to exercise any critical awareness of content, or to protect themselves from harm. This disparity has massive implications for government, policy-makers, service providers and marketers. In Digital Britain, one size certainly does not fit all.
Our extensive research into digital and media literacy is sensitive to this diversity, and focuses on individuals, their specific needs, experiences and issues. We recognise that promoting digital engagement requires a deep understanding of people’s motives and barriers, as well as the gaps in their understanding of digital technology and content.
Our work has been some of the first to identify key insights such as the opportunity for apps and other forms of the ‘invisible internet’ to engage new user groups, the growth in ‘second screen’ usage of laptops and mobile devices in parallel to television, and the vital importance of family and other existing offline communities in promoting and supporting digital participation.
To find out more about our media literacy research, call Mark on 01926 887400, or send us an e-mail.