Community Online Social Media: Survey Of Online Participation By School Students
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Digital Butetown: Exploring Youth Access & Use of Digital Technology
DIGITAL BUTETOWN: Youth Access & Use of Digital Technology
CASE Insight Report Kelly Page David Barrie Jeremy Gould
July 2009
Digital Butetown: Exploring Youth Access & Use of Digital Technology
Executive Summary How might the digital technologies bridge communities and network local life in a collective way? This is a question raised by the Digital Butetown project. As part of this project, this report explore the access to and use of digital technologies by youth between the ages 11-19 who are currently schooled in the Butetown catchment area.
Key Insights: The results of the survey administered to a convenience sample of youth 11-19 years, reveals the following profile of youth in the cash-poor area of Butetown (Cardiff, UK). • Internet Home Access. 92% can access to the Internet/Web at home. • Length of Use at Home. 46% use the web on average for up to 1 hour a day from home. • Community Access. 46% use local community access points (e.g., Internet Caféʼs, Libraries). • Mobile Phone Use. Are heavy users of mobile technologies, especially for text messaging (SMS). • Social Network Use. Use MSN, Bebo, Facebook and MySpace (amongst others services) to socially connect and chat with friends. • Number of Friends. As youth get older the number of members on their social networking sites increase. • Favourite Websites. Rate YouTube, Friv, Google and Bebo as their favourite websites.
Digital Butetown Digital Butetown is a British Council Wales project and part of a larger, pan-European initiative called OPENCities. It is supported by igloo Regeneration, an investment fund managed by Aviva and described by the United Nations as "the world's first socially responsible property fund". Google Groups: http://groups.google.com/group/digitalbutetown?hl=en
2
Digital Butetown: Exploring Youth Access & Use of Digital Technology
Exploring Butetownʼs Digital Community! Butetown in Cardiff is home to 14,000 people and over fortysix different nationalities. It may be cash poor - but it is culturally rich. There are many dynamic members of the community working together on renewal of the area and people keen to explore the use and application of online tools, technologies and channels as a way of sharing information, experience and supporting local initiatives. Butetown has a Ning group, local people connect in Facebook groups, kids play games against each other online and there's busy file-sharing of music.
But does fragmentation of online social networking mirror the fragmentation of real life? Fragmentation between new and old communities, diverse ethnic groups, communities of interest and different issues of concern. If you believe in the power of communication and see the online space as a place that could be socially useful and productive, a few questions are raised: • How can such communities and existing online networking be connected and support the area, its existing and future human relationships and social and economic progress? • How can we make digital participation work on a large spatial scale? • What are the online infrastructures that could enable existing and future networks in the future? Here we explore the use of digital technologies by youth in Butetown to learn from the digital natives about their digital community activities? 3
Digital Butetown: Exploring Youth Access & Use of Digital Technology
Youth in the UK are connected more than ever! 13-19 year olds are a web savvy demographic that wields tremendous influence on peers, parents, societal trends and culture. At this life stage young people make key decisions about their identity, their friends and social networks, their educational needs, their families and careers. Their day-to-day schedule also undergoes transformation, from the relative structure of school life, to the responsibility of employment and the relative freedom of post-secondary education. Youth are more connected than ever.
13‐19 year olds are digital natives, super‐communicators and mediasnackers1. But do youth in cash‐poor areas have different access and usage profiles?
Digital Butetown: Exploring Youth Access & Use of Digital Technology
Accessing Youth in Butetown! To profile the social web usage behaviour of youth in the Butetown area, over 1000 youth between the ages of 11-19 were surveyed with the support of a local school. The surveys were administered to a convenience sample of pupils during class.
We asked youth to tell us about their Internet access and their use of social web and mobile technologies. Data collection took place in March 2009. Over 1300 surveys were distributed. A total of 1032 usable surveys were completed with a response rate of 79%. Preliminary response analysis shows that from the participants who reported their age (n=956), 47% were aged 13 years or below. This indicates a relatively young overall sample. With an average of 14 years in the sample, 21% were aged 12 years, 19% ages 13 years, 17% 14 years and a further 16% 15 years of age.
5
Digital Butetown: Exploring Youth Access & Use of Digital Technology
Where do I live? Of the sample surveyed, although the school might reside within the Butetown area, pupils come from quite a wide catchment area consisting of over 25 areas across Cardiff. The main areas represented in the sample (n=1028) include: Grangetown (32%); Canton (23%); Riverside (22%) and Butetown (12%).
Does a Youth Digital Divide Exist? Internet access is often used as proxy to measure and discuss the digital divide in society – the difference between those that have and those that donʼt have Internet access. In essence, it is often falsely assumed that those from more cash-poor areas do not have the same access profile to the Internet at home as users from more cash-rich areas. In contrast, the results of this study show that 92% of the sample (n=1030) of youth being schooled in the Butetown area can access the Internet at home. In fact, 46% of the sample (n=959) accesses the Internet for up to 1 hour a day from home. This shows evidence of a heavy usage profile at home among 11-19 year olds who go to school in the Butetown area. In addition to accessing the Internet at home, 42% (n=433) indicated that they also had access to the Internet from other sources or locations. Of these sources 19% were strong-tie source (e.g., family and friends); 74% were weak-tie or institutional sources (e.g., the local library, Internet café, at school); and 7% used a combination of the both, strong and weak tie sources. These results reveal heavy use of the Internet from within sources in the wider Butetown community area such as Internet cafes (Café Click, Buzz), local library, and Internet facilities at school. 6
Digital Butetown: Exploring Youth Access & Use of Digital Technology Closer examination shows the distribution of these sources by age.
So what about mobile access? According to Youth Mobile in 2008, 52% of youth in the UK aged, 5-9 had a mobile phone, and among 10-14 year olds this figure rose to close to 85%6. In the Butetown area, we identified that 88% (n=1025) of sample aged 11-19 had a mobile phone, with mobile phone ownership increasing with age. The results also show that 49% (n=892) of the sample send over 50+ text messages a month, and 55% (n=996) have taken a photo with their mobile phone. This shows a high mobile usage profile. 7
Digital Butetown: Exploring Youth Access & Use of Digital Technology
Are Butetown Youth Socially Connected Online! Nielsen (2009) commented in a report on Social Web Usage, that social networking sites and chat functions are very important to youth, surpassing email use among teens5. This is consistent for Butetown youth, with 43% having membership of MSN, 26% Bebo, 22% Facebook and 9% MySpace. Closer examination of the responses provides evidence of a weak but significant positive correlation between a participantʼs age and the number of friends they have overall on social networking sites (r=0.150; p<0.01). So as youth grow older they accumulate and accept more friends within their digital social network.
In the last five years the Web has undergone tremendous change with the evolution and rapid adoption of Web 2.0. This evolution has resulted in increased services, tools, channels and technologies with the core aim of sharing and co-creating content in networked member communities. As a result the socio-cultural and technical experience of the web would have been very different for 17-19 year olds five years ago than for todayʼs 11-13 year olds. 8
Digital Butetown: Exploring Youth Access & Use of Digital Technology
Favourite Websites! When asked to indicate their favourite web sites many participants opted out of this question, with many indicating there was too many to mention. In fact over 30% of the sample, reported more than one ʻfavourite websiteʼ Below is brief list of by Digital Butetown Youth Survey of the types of favourite websites ranked in order of popularity. YouTube, Friv and Google are the most mentioned favourite websites among 11-19 year olds in Butetown. Website You Tube Friv Google Bebo Facebook MSN Hotmail
#
%
179 113 86 76 75 35 17
28.00% 17.70% 13.40% 11.90% 11.70% 5.50% 2.70%
Website BBC Wikipedia Yahoo.co.uk Ebay Hip Hop DS Hi5 agames.com
#
%
11 10 4 3 2 2 2
1.70% 1.60% 0.60% 0.50% 0.30% 0.30% 0.30%
1. YouTube is the leader in online video, and the premier destination to watch and share original videos worldwide through a Web experience.
2. Friv is a collection of flash games, all free and displayed on one page. Choose among 250 game titles to play with your friends.
9
Digital Butetown: Exploring Youth Access & Use of Digital Technology 3. Google is now widely recognized as the world's largest search engine - an easyto-use free service that usually returns relevant results in a fraction of a second. Googleʼs mission is to organise the worldsʼ information.
Key Insights: The results of the survey administered to a convenience sample of youth 11-19 years, reveals the following profile of youth in the cash-poor area of Butetown (Cardiff, UK). • Internet Home Access. 92% can access the Internet/Web at home. • Length of Use at Home. 46% use the web on average for up to 1 hour a day from home. • Community Access. 46% use local community access points (e.g., Internet Caféʼs, Libraries). • Mobile Phone Use. Are heavy users of mobile technologies, especially for text messaging (SMS). • Social Network Use. Use MSN, Bebo, Facebook and MySpace (amongst others services) to socially connect and chat with friends. • Number of Friends. As youth get older the number of members on their social networking sites increase. • Favourite Websites. Rate YouTube, Friv, Google and Bebo as their favourite websites. 10
Digital Butetown: Exploring Youth Access & Use of Digital Technology ENDNOTES 1. Page (2009) The Web Makes Me Feel: CASE Insight Report, MediaSnackers (July 2009). Access: www.twmmf.com 2. OfCom (2007) Digital Lifestyles & Media Literacy. August, 2007. www.ofcom.org.uk 3. ONS (2008) Internet Access 2008: Households and Individuals, Office of National Statistic (ONS), UK; August 2008. www.statistics.gov.uk 4. Nielsen (2009) How Teens Use Media, The Nielsen Company (USA), June 2009. www.nielsen.com 5. Nielsen (2009) Global Faces & Networked Places: Report on Social Networks New Global Footprint. The Nielsen Company, May, 2009 www.nielsen-online.com 6. Youth Mobile (2008) Mobile Youth Report. www.mobileyouth.org 7. eMarketer (2008) UK Men Online. eMarketer Online Report. January 2009. www.emarketer.com 8. Nielsen (2009) Nielsen Online Data Quick Take: Kids Online, The Nielsen Company: 6th July; www.nielsen-online.com AUTHORS Dr. Kelly Page | www.caseinsights.com Kelly is an insight architect, who researchers digital market adoption, use and usability and lectures at Cardiff Business School on Digital Marketing and Marketing Research. Kelly is director of CASE Insights, a research initiative grounded on the use of case methodologies and a social-system worldview. The core aim of the initiative is to explore, document and share insights about Marketingʼs evolution through technology. David Barrie | http://davidbarrie.typepad.com David is an urban consultant, project, design and media producer based in London, England. He creates and manages urban renewal projects for public and private organisations. And he makes TV programmes for Channel 4 Television and the BBC. Jeremy Gould | http://whitehallwebby.com/ Jeremy is a civil servant at a UK government department with responsibility for digital media strategy. I lead a team of web professionals managing a portfolio of websites, developing customer-centric online communication propositions, and using social media tools to encourage online engagement. PARTNERS
Digital Butetown: Exploring Youth Access & Use of Digital Technology
Digital Butetown Twitter: #digitalbutetown
caseinisghts.com (cc) Creative Commons 2009, All Rights Reserved. Thanks.
12
DIGITAL BUTETOWN: Youth Access & Use of Digital Technology
CASE Insight Report Kelly Page David Barrie Jeremy Gould
July 2009
Digital Butetown: Exploring Youth Access & Use of Digital Technology
Executive Summary How might the digital technologies bridge communities and network local life in a collective way? This is a question raised by the Digital Butetown project. As part of this project, this report explore the access to and use of digital technologies by youth between the ages 11-19 who are currently schooled in the Butetown catchment area.
Key Insights: The results of the survey administered to a convenience sample of youth 11-19 years, reveals the following profile of youth in the cash-poor area of Butetown (Cardiff, UK). • Internet Home Access. 92% can access to the Internet/Web at home. • Length of Use at Home. 46% use the web on average for up to 1 hour a day from home. • Community Access. 46% use local community access points (e.g., Internet Caféʼs, Libraries). • Mobile Phone Use. Are heavy users of mobile technologies, especially for text messaging (SMS). • Social Network Use. Use MSN, Bebo, Facebook and MySpace (amongst others services) to socially connect and chat with friends. • Number of Friends. As youth get older the number of members on their social networking sites increase. • Favourite Websites. Rate YouTube, Friv, Google and Bebo as their favourite websites.
Digital Butetown Digital Butetown is a British Council Wales project and part of a larger, pan-European initiative called OPENCities. It is supported by igloo Regeneration, an investment fund managed by Aviva and described by the United Nations as "the world's first socially responsible property fund". Google Groups: http://groups.google.com/group/digitalbutetown?hl=en
2
Digital Butetown: Exploring Youth Access & Use of Digital Technology
Exploring Butetownʼs Digital Community! Butetown in Cardiff is home to 14,000 people and over fortysix different nationalities. It may be cash poor - but it is culturally rich. There are many dynamic members of the community working together on renewal of the area and people keen to explore the use and application of online tools, technologies and channels as a way of sharing information, experience and supporting local initiatives. Butetown has a Ning group, local people connect in Facebook groups, kids play games against each other online and there's busy file-sharing of music.
But does fragmentation of online social networking mirror the fragmentation of real life? Fragmentation between new and old communities, diverse ethnic groups, communities of interest and different issues of concern. If you believe in the power of communication and see the online space as a place that could be socially useful and productive, a few questions are raised: • How can such communities and existing online networking be connected and support the area, its existing and future human relationships and social and economic progress? • How can we make digital participation work on a large spatial scale? • What are the online infrastructures that could enable existing and future networks in the future? Here we explore the use of digital technologies by youth in Butetown to learn from the digital natives about their digital community activities? 3
Digital Butetown: Exploring Youth Access & Use of Digital Technology
Youth in the UK are connected more than ever! 13-19 year olds are a web savvy demographic that wields tremendous influence on peers, parents, societal trends and culture. At this life stage young people make key decisions about their identity, their friends and social networks, their educational needs, their families and careers. Their day-to-day schedule also undergoes transformation, from the relative structure of school life, to the responsibility of employment and the relative freedom of post-secondary education. Youth are more connected than ever.
13‐19 year olds are digital natives, super‐communicators and mediasnackers1. But do youth in cash‐poor areas have different access and usage profiles?
Digital Butetown: Exploring Youth Access & Use of Digital Technology
Accessing Youth in Butetown! To profile the social web usage behaviour of youth in the Butetown area, over 1000 youth between the ages of 11-19 were surveyed with the support of a local school. The surveys were administered to a convenience sample of pupils during class.
We asked youth to tell us about their Internet access and their use of social web and mobile technologies. Data collection took place in March 2009. Over 1300 surveys were distributed. A total of 1032 usable surveys were completed with a response rate of 79%. Preliminary response analysis shows that from the participants who reported their age (n=956), 47% were aged 13 years or below. This indicates a relatively young overall sample. With an average of 14 years in the sample, 21% were aged 12 years, 19% ages 13 years, 17% 14 years and a further 16% 15 years of age.
5
Digital Butetown: Exploring Youth Access & Use of Digital Technology
Where do I live? Of the sample surveyed, although the school might reside within the Butetown area, pupils come from quite a wide catchment area consisting of over 25 areas across Cardiff. The main areas represented in the sample (n=1028) include: Grangetown (32%); Canton (23%); Riverside (22%) and Butetown (12%).
Does a Youth Digital Divide Exist? Internet access is often used as proxy to measure and discuss the digital divide in society – the difference between those that have and those that donʼt have Internet access. In essence, it is often falsely assumed that those from more cash-poor areas do not have the same access profile to the Internet at home as users from more cash-rich areas. In contrast, the results of this study show that 92% of the sample (n=1030) of youth being schooled in the Butetown area can access the Internet at home. In fact, 46% of the sample (n=959) accesses the Internet for up to 1 hour a day from home. This shows evidence of a heavy usage profile at home among 11-19 year olds who go to school in the Butetown area. In addition to accessing the Internet at home, 42% (n=433) indicated that they also had access to the Internet from other sources or locations. Of these sources 19% were strong-tie source (e.g., family and friends); 74% were weak-tie or institutional sources (e.g., the local library, Internet café, at school); and 7% used a combination of the both, strong and weak tie sources. These results reveal heavy use of the Internet from within sources in the wider Butetown community area such as Internet cafes (Café Click, Buzz), local library, and Internet facilities at school. 6
Digital Butetown: Exploring Youth Access & Use of Digital Technology Closer examination shows the distribution of these sources by age.
So what about mobile access? According to Youth Mobile in 2008, 52% of youth in the UK aged, 5-9 had a mobile phone, and among 10-14 year olds this figure rose to close to 85%6. In the Butetown area, we identified that 88% (n=1025) of sample aged 11-19 had a mobile phone, with mobile phone ownership increasing with age. The results also show that 49% (n=892) of the sample send over 50+ text messages a month, and 55% (n=996) have taken a photo with their mobile phone. This shows a high mobile usage profile. 7
Digital Butetown: Exploring Youth Access & Use of Digital Technology
Are Butetown Youth Socially Connected Online! Nielsen (2009) commented in a report on Social Web Usage, that social networking sites and chat functions are very important to youth, surpassing email use among teens5. This is consistent for Butetown youth, with 43% having membership of MSN, 26% Bebo, 22% Facebook and 9% MySpace. Closer examination of the responses provides evidence of a weak but significant positive correlation between a participantʼs age and the number of friends they have overall on social networking sites (r=0.150; p<0.01). So as youth grow older they accumulate and accept more friends within their digital social network.
In the last five years the Web has undergone tremendous change with the evolution and rapid adoption of Web 2.0. This evolution has resulted in increased services, tools, channels and technologies with the core aim of sharing and co-creating content in networked member communities. As a result the socio-cultural and technical experience of the web would have been very different for 17-19 year olds five years ago than for todayʼs 11-13 year olds. 8
Digital Butetown: Exploring Youth Access & Use of Digital Technology
Favourite Websites! When asked to indicate their favourite web sites many participants opted out of this question, with many indicating there was too many to mention. In fact over 30% of the sample, reported more than one ʻfavourite websiteʼ Below is brief list of by Digital Butetown Youth Survey of the types of favourite websites ranked in order of popularity. YouTube, Friv and Google are the most mentioned favourite websites among 11-19 year olds in Butetown. Website You Tube Friv Google Bebo Facebook MSN Hotmail
#
%
179 113 86 76 75 35 17
28.00% 17.70% 13.40% 11.90% 11.70% 5.50% 2.70%
Website BBC Wikipedia Yahoo.co.uk Ebay Hip Hop DS Hi5 agames.com
#
%
11 10 4 3 2 2 2
1.70% 1.60% 0.60% 0.50% 0.30% 0.30% 0.30%
1. YouTube is the leader in online video, and the premier destination to watch and share original videos worldwide through a Web experience.
2. Friv is a collection of flash games, all free and displayed on one page. Choose among 250 game titles to play with your friends.
9
Digital Butetown: Exploring Youth Access & Use of Digital Technology 3. Google is now widely recognized as the world's largest search engine - an easyto-use free service that usually returns relevant results in a fraction of a second. Googleʼs mission is to organise the worldsʼ information.
Key Insights: The results of the survey administered to a convenience sample of youth 11-19 years, reveals the following profile of youth in the cash-poor area of Butetown (Cardiff, UK). • Internet Home Access. 92% can access the Internet/Web at home. • Length of Use at Home. 46% use the web on average for up to 1 hour a day from home. • Community Access. 46% use local community access points (e.g., Internet Caféʼs, Libraries). • Mobile Phone Use. Are heavy users of mobile technologies, especially for text messaging (SMS). • Social Network Use. Use MSN, Bebo, Facebook and MySpace (amongst others services) to socially connect and chat with friends. • Number of Friends. As youth get older the number of members on their social networking sites increase. • Favourite Websites. Rate YouTube, Friv, Google and Bebo as their favourite websites. 10
Digital Butetown: Exploring Youth Access & Use of Digital Technology ENDNOTES 1. Page (2009) The Web Makes Me Feel: CASE Insight Report, MediaSnackers (July 2009). Access: www.twmmf.com 2. OfCom (2007) Digital Lifestyles & Media Literacy. August, 2007. www.ofcom.org.uk 3. ONS (2008) Internet Access 2008: Households and Individuals, Office of National Statistic (ONS), UK; August 2008. www.statistics.gov.uk 4. Nielsen (2009) How Teens Use Media, The Nielsen Company (USA), June 2009. www.nielsen.com 5. Nielsen (2009) Global Faces & Networked Places: Report on Social Networks New Global Footprint. The Nielsen Company, May, 2009 www.nielsen-online.com 6. Youth Mobile (2008) Mobile Youth Report. www.mobileyouth.org 7. eMarketer (2008) UK Men Online. eMarketer Online Report. January 2009. www.emarketer.com 8. Nielsen (2009) Nielsen Online Data Quick Take: Kids Online, The Nielsen Company: 6th July; www.nielsen-online.com AUTHORS Dr. Kelly Page | www.caseinsights.com Kelly is an insight architect, who researchers digital market adoption, use and usability and lectures at Cardiff Business School on Digital Marketing and Marketing Research. Kelly is director of CASE Insights, a research initiative grounded on the use of case methodologies and a social-system worldview. The core aim of the initiative is to explore, document and share insights about Marketingʼs evolution through technology. David Barrie | http://davidbarrie.typepad.com David is an urban consultant, project, design and media producer based in London, England. He creates and manages urban renewal projects for public and private organisations. And he makes TV programmes for Channel 4 Television and the BBC. Jeremy Gould | http://whitehallwebby.com/ Jeremy is a civil servant at a UK government department with responsibility for digital media strategy. I lead a team of web professionals managing a portfolio of websites, developing customer-centric online communication propositions, and using social media tools to encourage online engagement. PARTNERS
Digital Butetown: Exploring Youth Access & Use of Digital Technology
Digital Butetown Twitter: #digitalbutetown
caseinisghts.com (cc) Creative Commons 2009, All Rights Reserved. Thanks.
12
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