2025年英国成年人媒体生活纵向研究报告

Adults’ Media Lives Wave 20: 2025 A report for OfcomApril 2025 The Knowledge Agency LtdQuinton House2 St Mary’s RoadLeamington SpaWarwickshireCV31 1DBwww.knowledgeagency.co.uk Contents Introduction to the study(Page 3) Overview(Page 5)Wave 20 participant profiles(Page 8)1.Living with media technology(Page 11)2.Content and platforms(Page 29)3.Personal data, privacy and security(Page 42)4.News(Page 45)5.Reflections on 20 years of Adults’ Media Lives(Page 51)Annex 1:Participants’ media journeys(Page 58)Annex 2:Discussion guide(Page 78) Introduction to the study Since 2005, the Adults’ Media Lives study has provided rich contextual insight into mediatrends by examining how technology and mediafit into individual lives. This annual study consists offilmed interviews with a panel of 20 people who represent abroad cross-section of the UK population. Because we interview the same participants eachyear, the research allows us to track changes in media behaviour, assess the impact of newdevices and services on people’s everyday lives, and explore how life experiences changepeople’s needs and shift their attitudes to digital media. For instance, we see how going to university, entering or leaving the world of work, becominga parent, experiencing the break-up of a family orfinancial hardship are important drivers ofchange in participants’ relationship with media. Annex 1 contains eight case studies of long-standing participants’ individual media journeys. To commemorate the twentieth year of the study we also asked participants to reflect ontheir changing relationship with media over the period of their participation in the study, andtheir expectations for the future (see Section 5, below). This year, 16 face-to-face (in-home) and four online interviews were conducted between 7thOctober and 7th November 2024 by Mark Ellis, Lauren Dempsey and Tony Harbron of TheKnowledge Agency. The number of participants in the study is relatively small, but these people are chosencarefully to reflect a broad cross-section of the UK population in terms of age, gender,location, ethnicity and social economic background. More than half of the sample haveparticipated for over 15 years. This year, however, our sample included a new recruit – a 73-year-old retired engineer from rural Warwickshire. Certain subjects are tracked each year, for example: •Acquisition of new media hardware (smart TVs, smartphones, smart speakers, wearabletechnology etc.) and services (such as super-fast broadband, streaming services, etc.).•Development of media literacy skills, confidence in the use of digital media, andadoption of new online activities.•The role of the internet in daily life (e.g. education, work, shopping, banking, interactingwith government and other institutions).•Viewing behaviour and other content consumption.•Sources of news and information.•Trust in content and media providers across different media platforms.•Concerns about personal data, privacy and security. However, the research model isflexible enough to explore specific new areas of interest eachyear; for example, attitudes to the coverage of major events such as the 2024 Olympic Gamesand the role of media in helping participants decide who to vote for in the 2024 GeneralElection. Over the years we have witnessed the real-world impact of some important changes, suchas: •An increased reliance on the internet as many of our participants’ everyday activitieshave moved online: shopping, studying, banking, house-hunting, applying for jobs andengaging with public services. For some this has been extremely empowering, butothers have been more resistant to change; those who don’t have access, or the skills touse the internet effectively, can feel disadvantaged or disenfranchised. •A shift from linear TV to time-shifted and on-demand viewing, and the increased use ofstreaming services alongside traditional broadcasting. •A reduced reliance on – and trust in – mainstream news providers, as newsconsumption has become more fragmented and personalised, and social media hasbecome a gateway to more diverse sources of information and influence. •A shift in privacy issues from worries about personal data being hacked, or privatedetails of their personal lives leaking into the public domain, to concerns about how, forexample, they suspect that devices might be listening in to their conversations to targetpersonalised advertising at them. The study complementsOfcom’s large-scale quantitative research into media use andattitudes. On occasion, it acts as a bellwether, hinting at changes of attitude or behaviourthat are not yet observable in other data sources. However, itsfindings should be read asillustrative and illuminating, rather than as fully representative of the population. Understanding attitudes is a key objective of this research. Any opinions on publicfigures orspecific platforms in this report are the participants’ own, and do not reflect the position ofOfcom or of The