Digimeter sizes up the media consumption of the Flemish people
Written by admin on Tuesday 16 March 2010
Deeper analysis of Digimeter
Digimeter is an excellent example of iLab.oŽs research work: research that occurs outside the lab, where representative users are questioned about the impact of ICT on their environment. Thanks to a new tool, Digimeter data can now also be analyzed by external scientists. All was revealed during a presentation given by iLab.o panel managers Koen Vervoort and Tim Valaert at a recent edition of Friday Food.
Digimeter is a bi-annual research project that measures the media consumption of the Flemish population. In this study 1260 people indicate how intensively they use different types of media such as television, phone, computer, internet, gaming applications and radio. The research was made possible by CAPI (Computer Aided Personal Interviews) and took place in various locations, ranging from shopping streets to clubs for senior citizens.
Digimeter does not only reveal interesting statistics through its research but serves additional purposes, such as developing databases for use by other scientists from iLab.o and IBBT, who then further analyze the information or combine it with material from other research projects.
On Digital Omnivores and Mobile Funseekers
The first wave of Digimeter research produced some striking results. In the classification of people according to their media profile, the study showed that in addition to the Onliners, (Mobile) Funseekers, Digital Omnivores and Traditionalists there is also a large number of Mediaphobes. No less than 29.8% of the Flemish population hardly watches television, doesnŽt read the paper, doesnŽt listen to the radio and is unfamiliar with computers and the Internet.
Other results were less astonishing: the average Flemish person watches three hours of television a day in contrast to the American average of five hours; 33.8% owns more than one television; 91.9% possesses more than one mobile phone and 80.6% has more than one computer.
Real-time with Llada
Not surprisingly, the outcomes differ when specific age groups are examined separately. Researchers can launch separate analyses with a new tool called Llada (the Living Labs Aggregated Data Analyzer). Llada is built to include real-time findings and allows different combinations of questions, which can lead to new insights. It is necessary to keep in mind, however, that the margin of error increases as the number of participants in a selection is reduced.
iLab.o positions itself as a `single point of contactŽ for researchers who want to use these results and place high importance on the privacy of panel members.
Find out more on Digimeter on http://www.digimeter.be/.
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