Video presentation of the Holly added 9. may 2012:
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Is one of the defining characteristics of digital media interaction. It enables us to be active, decide, create a connection, to express and implement a new level of control over the experience of our media.
But how active is the online peoples of Great Britain? And how would this change in the next few years?
With these issues in mind, I and my team carried out extensive and long-term investigations of how the online population participate in Great Britain today-from the sharing of links to blogs, write and send your photos with digital media. And reveal the fascinating and sometimes surprising picture.
As the population, contributing to a more nuanced picture but six remarkable themes emerged:
Model, which followed the reasoning of many people in this area, rule 1/9/90 is out of date. The number of people participating online is significantly higher than 10%.Participation is now the rule rather than the exception: 77% of the population of Great Britain online is now active in some way. It was driven by the rise of the "easy" participation ": an activity which may have one great efforts but now are relatively easy, expected and every day. 60% of the population of Great Britain online now participates in the following way from sharing photos to start the discussion.Despite participation becomes relatively easy almost a quarter (23%) remain passive-not at all.Passivity is not so rooted in digital literacy as traditional wisdom can have. 11% of the people who are passive online today at first. They have access to, and the ability to collect, but for.The best digital participation is characterised by a lens of choice. It's a decision we think about whether, when, with whom and in what we do. Since participation is now much more about who we are than what we have, or our digital art.Through this experience we have developed a new model of digital participation: the participation of choice.
A Model of participation choices identifies four key forms: passive, easy response, easy start and strong participation. These are illustrated in the figure below and in more detail in the speech, which I'll give on BBC Online industry briefing. As with my previous missions (outside of the screen, and change the behavior of the audience), video presentations will be available for all on the BBC Internet Blog, next week.
Participation in the choice of 7,500 UK adult user online respondents over 18 months from September 2010.
Together these insights help us at the BBC, again I think, that the nature and potential of digital participation-and jointed, inform, how the BBC creates the most important programs, products and services for our audience.
Methodological Note: participation is a synthesis of the primary and secondary research carried out in the last 18 months. Today, the published data are taken from the latest survey, a large scale of 7500 UK adults-representative of the online population of Great Britain.
Holly Goodier is the head of the audience, the BBC future media.
Participation in the choice of BBC Online spring meeting is available as a PDF download.
Read Jem Stone post "Radio 1 and the digital participation" on the blog radio.
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