snack culture

The digital diet of University students

Snack Culture?

University students and digital media

a quali-quantitative research to analyse and monitor university students' medial diet

University students and digital media The research aims at:

๏ studying the degree of familiarity of university students with new digital technologies

๏ monitoring consumption styles of cultural products and contents

๏ verifying the frequency and the ways of connections to the Internet

๏ analisying the degree of knowledge and utilisation of Web 2.0 platforms and instruments

University students and digital media

๏ Frequency analysis

Methodology

๏ Frequency analysis

Methodology

๏ Cluster Analisys

๏ Frequency analysis

Methodology

๏ Cluster Analisys

๏ Focus Group

๏ Frequency analysis

Methodology

๏ Cluster Analisys

๏ Focus Group

๏ In depth interviews

21054undergraduate students

for a final sample of

1186 students

๏ 2 focus groups with experts

๏ 2 focus groups with students

๏ 1 focus group with parents

๏ 4 in-depth interviews

Qualitative analysis

How many hours do you watch TV in a week?NeverLees than 1 hourBetween 1 and 5 hoursBetween 5 and 10 hoursBetween 10 and 15 hoursBetween 15 and 20 hoursMore than 20 hours

NeverLess than 1 hourBetween 1 and 5 hoursBetween 5 and 10 hoursBetween 10 and 15 hoursBetween 15 and 20 hoursMore than 20 hours

How many hours do you listen to the radio in a week?

NoneLess than 5 Less than 10More than 10

How many books do you read in a year?

YesNo

Do you use a computer on a regular basis?

Less than 1 hourBetween 1 and 5 hoursBetween 5 and 10 hoursBetween 10 and 15 hoursBetween 15 and 20 hoursMore than 20 hoursNever

How many hours do you connect to the Internet in a week?

NeverSeldomSometimes during the weekEvery day

Do your parents use Internet?

Telephone lineBroadbandUMTSDoesn’t know/doesn’t answer

Which type of connection do you use?

Telephone lineBroadbandUMTSDoesn’t know/doesn’t answer

Which type of connection do you use?

At homeIn universityAt my parents/my friends homeIn public placesIn other places

Where?

EverydaySometimes during the weekSeldomNever

Do you read printed newspapers?Do you read on line newspapers?

YesNoDoesn’t know/doesn’t answer

Do you have a personal blog?

YesNoDoesn’t know/doesn’t answer

Do you have a personal blog?

Do you read others' blog?

EverydaySometimes during the weekSeldomNeverDoesn’t know/doesn’t answer

Do you use instant messaging and chat?

3 typologies of users

Degree of utilisation of digital media

Prod

uctio

n of

new

con

tent

s

Inter@ctivated30,1%

Digital Mass

47,5%

Neo-Analogical22,4%

Inter@ctivated

Digital Mass

47,5%

Neo-Analogical22,4%

Activity on MySpace, Wikipedia, Youtube and social network platforms

Degree of utilisation of digital media

Prod

uctio

n of

new

con

tent

s

Inter@ctivated

Digital Mass

47,5%

Neo-Analogical22,4%

Activity on MySpace, Wikipedia, Youtube and social network platforms

Degree of utilisation of digital media

Prod

uctio

n of

new

con

tent

s

MyspaceInter@ctivated 93,2%

Neo-Analogical 8%Digital Mass 1,1%

Inter@ctivated

Digital Mass

47,5%

Neo-Analogical22,4%

Activity on MySpace, Wikipedia, Youtube and social network platforms

Degree of utilisation of digital media

Prod

uctio

n of

new

con

tent

s

WikipediaInter@ctivated 23,8%Neo-Analogical 12,7%

Digital Mass 5,3%

Inter@ctivated

Digital Mass

47,5%

Neo-Analogical22,4%

Activity on MySpace, Wikipedia, Youtube and social network platforms

Degree of utilisation of digital media

Prod

uctio

n of

new

con

tent

s

YouTubeInter@ctivated 45%Neo-Analogical 16%Digital Mass 9,3%

Inter@ctivated

Digital Mass

47,5%

Neo-Analogical22,4%

Activity on MySpace, Wikipedia, Youtube and social network platforms

Degree of utilisation of digital media

Prod

uctio

n of

new

con

tent

s

Facebook & co.Inter@ctivated 83,9%Neo-Analogical 17,4%Digital Mass 19,5%

What is the self perception of users?

Degree of utilisation of digital media

Prod

uctio

n of

new

con

tent

s

Inter@ctivated

Digital Mass

47,5%

Neo-Analogical22,4%

What is the self perception of users?

Degree of utilisation of digital media

Prod

uctio

n of

new

con

tent

s

Inter@ctivated

Digital Mass

47,5%

Neo-Analogical22,4%

Beginners

Basicusers

Expertusers

Instant messaging use

Degree of utilisation of digital media

Prod

uctio

n of

new

con

tent

s

Inter@ctivated

Digital Mass

47,5%

Neo-Analogical22,4%

Instant messaging use

Degree of utilisation of digital media

Prod

uctio

n of

new

con

tent

s

Inter@ctivated

Digital Mass

47,5%

Neo-Analogical22,4%

Never

EverydaySometimes

The social appropriation of

technologyInsights on key topics

Mind the gap The intergenerational digital divide

NeverSeldomSometimes during the weekEveryday

Do you parents use Internet?

NeverSeldomSometimes during the weekEveryday

Do you parents use Internet?๏ My mother always asks me: "I have to connect to the Internet, just to download a thing from the home page of the school, can you look a moment after me?" Because she still is not self-confident in what she's doing

๏ My father experience has been quite shocking. Because he was not used to work with the computer. He did not use the PC at home. He really made nothing out if it. He didn't have any idea about what was an e-mail. He never wrote at all.

Less than 1 hourBetween 1 and 5 hoursBetween 5 and 10 hoursBetween 10 and 15 hoursBetween 15 and 20 hoursMore than 20 hoursNever

How many hours do you connect to the Internet in a week?

Less than 1 hourBetween 1 and 5 hoursBetween 5 and 10 hoursBetween 10 and 15 hoursBetween 15 and 20 hoursMore than 20 hoursNever

How many hours do you connect to the Internet in a week?

๏ “I think that my all life could be easily confined within a 4x4 square meter room, with a bed, a WC, a little kitchen and a computer… I wouldn’t need anything else”.

Digital Natives

Digital Immigrants

EverydaySometimes during the weekSometimes during the month

Do you write e-mail?

EverydaySometimes during the weekSeldomNever

Do you use instant messagingservices?

EverydaySometimes during the weekSometimes during the month

Do you write e-mail?

EverydaySometimes during the weekSeldomNever

Do you use instant messagingservices?

๏ the student - I spend my all day on msn. It is easy to use, you can communicate in real time. It is just like the way the two of us are talking right now.

๏ the parent - I use the e-mail, my son uses msn

๏ the expert - Messenger is becoming, especially in Europe, one of the main activity aggregator

From Gutenberg to the web and back

New consumption styles and their consequences for publishing industry

NoneLess than 5Less than 10More than 10

How many books do you read in a year?

- books + webHow many hours do you

connect to the Internet in a week?

NoneLess than 5Less than 10More than 10

How many books do you read in a year?

- books + webHow many hours do you

connect to the Internet in a week?

๏ the student - No books, no comics... I didn't read at all. I never liked reading. Never. Except from the last years, but even now, not considering the University textbooks, I don't read so much. Because, you know ... I don't have enough time and I prefer to do other things, such using Internet, or going out, maybe...

NoneLess than 5Less than 10More than 10

How many books do you read in a year?

- books + webHow many hours do you

connect to the Internet in a week?

๏ the student - The last thing I do before going to sleep is turning off the pc, the first thing I do when I wake up is turning it on

๏ the student - “I think that my all life could be easily confined within a 4x4 square meter room, with a bed, a WC, a little kitchen and a computer… I wouldn’t need anything else”.

Credits

Ricerca condotta da NuMedia Bios - Osservatorio Nuovi Media Università di Milano Bicocca

Paolo Ferri

Stefano Mizzella

Andrea Mangiatordi

Francesca SceniniElisabetta Costa

Andrea Pozzali Nicola Cavalli

PhotoCreditsDhammza - “Kicking Television”

Bricolage.108 - “Live transmission”

Javier_Pico - “Books_02”

Sd - “Autorretrato”

TransCam - “Internet”Goldenticket - “Banksy L.A. Show”

Shadphotos - “Snake-cable RJ-45”

Pensiero - “Italian love”

Chesi-Fotos CC - “rss-icon_256”

Tsunnamiifx - “MSN Buddies” Kate.West - “Mailbox Art”

Ricoeurian - “Sara Lloyd”

Peskymac - “She is too fond of books”

Centrax - “iRex iLiad”

Alcides1356 - “Retrato de Alvin Toffler”

Laughing Squid - “Justine as Justin.tv”

Trevira - “1950s family watching tv”

Heart_hacker2k6 - “42-16176486” Anne Helmond - “Zero Comments Book Presentation”

Keynote realizzato da Andrea Mangiatordi e Stefano Mizzella

http://numediabios.eu