成年人媒体使用与态度报告

ContentsSectionForeword....................................................................................................................................3Overview ....................................................................................................................................4Trust and personal information.................................................................................................8Critical evaluation of online information.................................................................................15Online behaviours and communications .................................................................................22Online attitudes and wellbeing................................................................................................31Digital exclusion and device use ..............................................................................................36 ForewordOfcom has had duties to promote and research media literacy since it was established in 2003. Wedefine media literacy as the ability to use, understand and create media and communications acrossmultiple formats and services.The Online Safety Act 2023 (OSA) clarified and added specificity to our media literacy duties,including to heighten the public’s awareness and understanding of ways in which they can protectthemselves and others when using regulated services, in particular by helping them to deal with theareas of misinformation and disinformation, content that disproportionately affects particulargroups, including women and girls, content of democratic importance, and how people’s personaldata is being used.Ofcom’sMaking Sense of Media(MSOM) programme fulfils our duties through our MSOMStrategy,published in 2024, which sets out three central elements of our work - Research, Evidence andEvaluation; Engaging Platforms; and People and Partnerships.Our longitudinal studies – our Adults’ and Children’s Media Lives qualitative research projects, andour Media Literacy Trackers – are long-established, providing rich insights into the ways in whichpeople’s media use, attitudes and understanding have changed over time.Our tracker questions span a range of issues, from take-up and use of different types of onlineplatform and service, through to people’s attitudes, experiences, and beliefs about an array ofmedia. We focus on people’s critical understanding, as such skills are becoming increasinglyimportant in a world in which the range of news and information sources is growing and becomingmore complex and there is increasing uncertainty about what is true and what is false. We ask aboutpeople’s understanding and use of Artificial Intelligence (AI). We also ask about the extent to whichpeople are using mainstream or other sources of news. We paint a picture of the range of ways inwhich people deal with their personal online worlds. And we ask about benefits and concerns: boththe positive aspects of being online and the extent to which people encounter problematic materialand feel able to keep themselves safe online. As in all our reports, we provide detail about differenttypes of UK adults – highlighting age, socioeconomic background and gender wherever it is useful orpossible to do so. And we have much more material accessible in our interactive report and datatables.It is increasingly important that adults across the UK adopt an appropriate range and depth of medialiterate attitudes and behaviours, to enable them to have a positive, active online experience, as wellas helping them to navigate and avoid potential harms. And of course, online services also need toenable a positive and safer online environment, so that people can flourish online.This report provides evidence about the extent of media literacy across UK adults, to inform our ownwork and that of our stakeholders and regulated services. It provides the contextual landscape thatunderpins the discrete areas covered in our Making Sense of Media and Online Safety researchpublications. 3 OverviewKey findingsTrust and personal information•Whilst use of AI has grown, AI is not trusted any more than it was in 2023.1Around three inten (31%) adults now claim to have used AI tools such as ChatGPT or Gemini, compared toless than a quarter (23%) in 2023. However, around half of adults aware of AI (52%) saidthey would be more likely to trust a human-written article than one written by AI, and only15% said they would trust the AI-written article more. These results are similar to last year.•More adults are encountering news on social media that they consider deliberately untrueor misleading.Around half (49%) of online adults claim to have seen a misleading or falsestory on social media this year, compared to 45% in 2023. Of those who saw such a story,13% chose to share it on their social media profile to let others know about it, which mayinadvertently help to spread the misleading or untrue information further.•Awareness of content recommendation