The Digital Day: How are people consuming video, audio, communications and text?

Kate Reeve, Jane Rumble and Guy Holcroft

INTRODUCTION

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. This comes thanks to the expansion in the range of devices, the speed of take-up of different technologies, and the increased convergence between different types of 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 relationship between them. Ofcom commissioned an in-depth quantitative study on UK adults’ total media and communications activities in order to provide an overview of the role of electronic media in people’s lives. This research was conducted by GfK NOP.