ISOCIETY JULY02 JAMES CRABTREE, MAX NATHAN & RICHARD REEVES

Reality IT Technology & Everyday Life 0.0 REALITY IT – TECHNOLOGY & EVERYDAY LIFE

Contents

CHAPTER 1 // pgs 1-9 Introduction – Pulling Power Pragmatic Evolution

CHAPTER 2 // pgs 10-13 Ask the Audience – Research Approach Stage 1: Technological Diaries – Tracking Everyday Life Stage 2: Focus Groups – Examining Technology on Everyday Life Stage 3: Quantifying Technology in Everyday Life Stage 4: Statistical Analysis – Clustering Attitudes to ICT CHAPTER 3 // pgs 14-19 Who’s Afraid of ICT? Fun, Function and Fear Fun: Toys Are Us Function: Utility Players Fear: And Sometimes Loathing

CHAPTER 4 // pgs 20-30 Enthusiasts, Quiet Pragmatists Confidence and Ownership and Aversives Cluster Tendencies Enthusiasts Quiet Pragmatists Aversives

CHAPTER 5 // pgs 31-43 Majority Pursuits – PCs A PC-owning Democracy To Buy or Not to Buy? Type, Browse, Mail Dial Up for Data - Home Internet Use Time Online E-mail -Unloved but in Demand

CHAPTER 6 // pgs 44-55 Mobiles and Middle England Buying Mobile Phones ‘I’m on the train’ – Mobile Phones and Social Networks Frequently Dialled Numbers Text Messages – The Joy of Text Messages and Mates

CHAPTER 7 // pgs 56-59 Kicks and Flicks - Digital Television (DTV) DTV Domiciles Deciding on Digital Purchasing Passivity

Peter Runge House CHAPTER 8 // pgs 60-63 3 Carlton House Terrace, Conclusion – The Invention London SW1Y 5DG of Convention t. +44 0 20 7479 1000 Endnotes f. +44 0 20 7479 1111 www.theworkfoundation.com

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CHAPTER 1/ PULLING POWER Chapter 1 Introduction – Pulling Power

The peculiarity of what is close-to-hand is that, in its handiness, it must, as it were, MARTIN HEIDEGGER1 withdraw in order to be handy...That with which we have our everyday dealings are not the tools themselves. On the contrary, that with which we concern ourselves primarily is the work – that which is to be produced.1 WILLIAM GIBSON2 The street finds its own uses for things.2

Prediction is fraught with difficulty, techno-utopians, the Internet heralded a become the basis for face-to-face particularly the future impact of new new anarchic world, a web of ‘footnotes interaction, displacing traditional social technology. Michael Faraday, giving without central points, organising network systems.6 The Internet would also the then Prime Minister a tour of his principles, or hierarchies’.3 It was supposed enable total freedom of information, and laboratory, was asked what use the to allow us fluid, multiple identities: this would stimulate radical democratic ‘discovery’ of electricity could possibly In cyberspace, the boundaries of the renewal through instantaneous voting, have.‘I cannot say,’ Faraday replied,‘but human body blur as machines and e-parliaments and so on.7 one day, Her Majesty’s Government humans interact... the body is Conversely, commentators warned darkly will tax it.’ Neither imagined that this reconfigured as more technosocial that our very souls were in peril. Kurt is exactly what would happen. rather than as ‘naturally’ defined by Vonnegut, the novelist, argued: The future of technology is traditionally the boundary of the human skin.4 Computers are cheating people out of debated between techno-utopians, who Not only would we construct and their sociability and also out of relations hope that life is, at any moment, about reconstruct numerous versions of with other people – out of something as to be transformed for the better, and ourselves online,5 our entire lives would exciting as sex. People... are becoming doomsayers, who worry that our very be spent there. Rich virtual communities uninteresting to themselves.8 humanity is at risk of being crushed would appear, organised around shared under the weight of new machines. For interests and values.These would then

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CHAPTER 1/ PULLING POWER Introduction – Pulling Power

Both sets of views, while diametrically At best, this view assumes that an Research into interactive technology, opposed, are based on a shared involved minority allows technology to and particularly the World Wide Web, also assumption that changes in technology change their lives significantly.The data in tended to concentrate on exciting groups change people. Social change would this report suggest that only 7% of the UK of early adopters, whose attitudes and use follow quickly. Because technology makes fall into an attitudinal bracket closely shared little in common with the certain alterations possible, they become associated with being an ‘early adopter’, majority of the population. Researchers inevitable.This is the ‘technology-push’ seeking out technology shortly after enjoyed studying Enthusiasts using new view of the world: technological progress launch with little regard for cost (Figure 9). technology, particularly because they is the main driver of social change; it is For most people, as for society at large, the made for interesting research projects. where we should look to see what lies process is slower and more complicated. More importantly, Enthusiasts enjoyed ahead.9 Such ‘technology-push’ theories The overwhelming majority of people writing about themselves as harbingers are attractive, simple, exciting – and wrong. who use information and communication of change. The technology-push thesis for instance technology (ICT) see it as a useful tool in Yet, most people use ICT conservatively. does not help to explain the dot boom everyday life – no more and no less. Of the over one billion web pages available followed by the dot bomb. Certainly, the Balancing this view, dire predictions online, the average UK user visits on Internet opened up all kinds of commercial that ICT would destroy the fabric of family average only 12 a week.11 More than half possibilities – but who was to say that and community life have also proved false. of all time spent online by US users is spent consumers would bite? The assumption Ordinary people use communication at sites owned by just four companies.12 underlying the over-pricing of dot.com technologies to talk to their partners, Neither figure suggests a huge amount of stocks was that technology would push their children and their friends. E-mail experimentation: the situation has clearly changes in consumption; that simply and mobile telephones, the iSociety data changed.The latter half of the 1990s saw because they could, people would. Mostly, suggests, are supporting, rather than extensive adoption of ICT. As Figure 1 though, people didn’t, and the rest is history. supplanting, rich human relationships. shows, ownership and use of the three MIT professor Wanda Orlikowski challenges Despite the fast diffusion of ICT over the critical interactive platforms discussed in the technology-push view of the world: past five years, two-thirds of us remain this report is close to, or has exceeded, half The digital economy is not just ‘out there’ convinced that we would rather speak of the UK population. Mobile phones may happening to us.Rather,we are its primary to someone than e-mail them. not yet offer much in the way of interactive movers. Much of the contemporary It is not difficult to understand why these computing, but their rapid journey from discourse...is misleading because it creates opposing views of change have vied to city-traders’ toys to everyday object the impression that the digital economy is dominate the early days of understanding has made them astonishingly popular. an external and independent set of forces the ‘deep-impact’ changes of ICT. As Their rise has been helped, most obviously, and conditions,unstoppable and sociologist Manuel Castells notes in by the fact that phones were already inescapable...inevitable and ultimately The Internet Galaxy, most such research established technologies with well- transformative.10 occurred before widespread adoption. understood interfaces and clear benefits:

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CHAPTER 1/ PULLING POWER Introduction – Pulling Power

Fig 1. Clever Devices UK home technology ownership and use

Use at home Telephone Own personally

Video recorder

Mobile phone

Non-WAP mobile

Desktop PC

Digital TV

DVD player

Digital camera

WAP mobile

Fax

Laptop PC

MP3 player

Pager

PDA

0 20 40 60 80 100 % SOURCE:ISOCIETY BASE:2006 mobiles simply took away the wires. generations of digital technology, is used some ways worse – pretty much as Close to eight in ten people now use by at least four in ten households. before. Neither wowed nor cowed by them. Such is the speed of take-up that Across all three platforms we can, for new technologies, they buy what seems the decision to go without a mobile the first time, begin to paint a picture of necessary and use what seems useful. phone is now a defining statement of normal technology usage.This is possible Their motivation for using technology a person’s attitude towards technology because of the significant incursion of is dominated by everyday concerns, often (rather than the other way round). these three digital platforms in the last the same concerns which have dominated Homes without computers are now in 2-3 years. In that time, a new group of people in their position for decades.They the minority. users have become clear. In between are neither Enthusiasts nor Aversives.We Personal computers (PCs) have come the revolutionaries and the resisters, call them the ‘Quiet Pragmatists’.They are home: spurred by popular access to the we have begun to see a clearer picture the main characters in the story of society’s Internet in the late 1990s, they are now of the silent minority of UK technology relationship with ICT.They are at the heart used in over half of households for the users.This group take a more mundane of this report. first time. Digital television (DTV), approach to gadgetry, fairly certain that a potential Trojan horse for future life will go on – in some ways better,in

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Fig 2. Only Needs Must.Why non-owners have not bought ICTs

PC % 60 Mobile DTV 50 40 30 20 10 0 Cost Need Inertia Understanding Appropriateness SOURCE:ISOCIETY BASE:VARIOUS

The wired nation is not born overnight; for rejecting digital technology are more which the perception of need must be rather, it is the result of punctuated, prosaic. Need (Fig 2)14 remains the rebuffed: few parents would sit by if their but sensible, evolution. Unashamedly most important reason given in all cases: children claimed they did not ‘need’ an utilitarian, many Quiet Pragmatists have, refuseniks refuse because they can see education.Yet, it is perfectly possible that nonetheless, chosen not to buy into ICT for no compelling need to purchase any a retired teacher living in Aberdeen, whose a straightforward reason: they do not need given ICT.This is followed in each case children and grandchildren live around it. In an early attempt to promote the UK’s by cost (‘Can I afford it?’), and then the corner will not need Internet access. uptake of ICT, the Government identified by appropriateness (‘Is it for me?’). In terms of market penetration, she may three critical barriers to the uptake of ICT: Understanding, as a measure of non- for the moment represent a lost consumer access, understanding and trust.13 Some adoption, trails in a poor fourth. Concerns – but it is not clear that the Government consumers simply could not gain access, about trust, although more specifically needs to worry unduly – or, at least, not yet. others did not understand the possibilities related to the Internet, do not register. Need is not fixed, either for individuals of technology, and others did not think it Understanding the nature of a perceived or societies. As with education, so anti- secure or reliable. In some cases, all three ‘need’ for ICT, or lack of it, is critical to any poverty campaigners see a fixed-line reasons would cluster together to create analysis of its take-up, use or impact. It is phone as a basic human need. Fifty years areas or groups suffering from digital unreasonable to expect many people to ago, most families survived without one. exclusion. spend money on a product that they feel Just as the nature of social exclusion Yet, the reasons given by non-owners is superfluous.There are, of course, cases in changes with the demands of society, so

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the nature of socially necessary technology can be based on the slightest inclination; regard, cited as a triumph of user ingenuity changes also. As a given application necessity flows from changing behaviour. over dumb design, not least because the becomes pervasive, a combination of its Mobile phones are a good example. ingenious users were school children. Such value to individuals and their perceived Although the need to have a telephone innovations litter the history of consumer need for its function can begin to make where there is no landline available technology. Isolated housewives in the it seem ‘necessary’.Missing out on such remains the most common justification for American mid-west were the first to necessary technology lessens opportunity purchase, very few mobile users ‘needed’ indulge in telephone chat for its own sake, or happiness for non-users.This combination (i.e. could not function without) a mobile despite phone companies assuming that of value and need does not necessarily phone when they first bought one. In truth, only businessmen needed to talk. Equally, combine: Governments do not provide it is highly likely that owning a mobile the German inventors of MP3 audio help for nurses on night shift to purchase phone is the only way many people end compression technology could hardly have video recorders to catch up on missed up ‘needing’ one. Only by developing anticipated the decentralised network file- programmes. However, there are ‘tipping patterns of mobile working and social sharing software that would put their code points’ for most ubiquitous technologies, life do users become truly dependent. top of the agenda of the global music when they can fairly be seen as a part of Moreover, voice mobile telephony (much industry. Innovators can push ICT products the package of a full life. like e-mail) expresses social network effects. into the world, but people in the world One of the problems identified in this Put crudely, the more your friends and must reel them in. report, however,is that technology seen colleagues use them, the more you need Through this process of adoption, as necessary by Governments and experts, them also. Combine these two factors – consumers ‘tame’ technology and begin to are not seen as necessary by non-users. technologically mobile social networks use it in ways that may irreversibly impact In most cases, this is because need follows and personal behaviour – and use moves the conduct of their lives. New conventions use, rather than the other way round. Once quickly to reliance. Most mobile phone and behaviours, made possible by the in possession of a particular ICT product, owners believe that going without a pulling-in of ICT products, embed the people begin to live in ways that rely on mobile phone now would cause them new technologies into the framework of it: their expectations and behaviour shift. great difficulty. everyday life.This occurs most obviously What was a nice-to-have yesterday is a This is the ‘technology-pull’ view of ICT with physical customisation in the manner must-have today.Their transformations and change.Technology does not push of bright mobile phone fascias or intriguing may not be as dramatic as those imagined people into new ways of living. Instead, computer screen savers. Psychologist Ben by the techno-utopians, but are real people pull technology into their lives, Williams suggests that the appearance of nonetheless – and fuel demand for future based on a perception of need or utility, a computer desktop can even reveal ICT products. and then begin to integrate it into their important details about the owner’s Our evidence suggests that the speed day-to-day existence. ICT products are personality, as well as indicating their with which need flows from the adoption, woven into the fabric of everyday life, often confidence with technology.15 More rather than for how long it precedes it, is in ways that startle the original innovators. important than physical customisation, the critical factor.The decision to adopt Text messages have become clichés in this however, is the process of experimentation

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that leads users to find uses for ICT and gather information, expressed through environmental and saturates the whole appropriate to their own lives. As Castells new tools. field of attention so overwhelmingly.18 argues: Much usage of technology conforms Herein lies the dilemma of RealityIT. People, institutions, companies, and to this pattern: driven by traditional A dialogue of the deaf all too often takes society at large, transform technology, social needs but limited by practical place between those Enthusiasts who any technology, by modifying it, by considerations of appropriateness, cost or pull ICT quickly into their lives and who experimenting with it.This is the relevance. No revolution here. Despite this, cannot imagine life without them, and fundamental lesson from the social the mere fact of using different types of those Aversives who see little or no need history of technology.16 technology to perform a given function for them.Thus, people who survived This idea – that people tame technology, is likely to have technologically specific without a mobile phone for decades, but rather than the other way round – was effects. Over time, what results is a gradual who have used one for the last two years, confirmed during iSociety’s qualitative transformation of habits and behaviours. are genuinely perplexed or frustrated by research for this report (see Chapter 3). Artificial Intelligence pioneer Richard those who insist they ‘don’t need one’. Building on this, we reached a further Wallace, commenting on limited successes In between, there are groups of conclusion: people use technology for of early of PC manufacturers, argued that Pragmatists who find both Enthusiasts quite traditional reasons.Those everyday ‘they knew that they had a great thing, but and Aversives hard of hearing.Those who users we interviewed reported matter-of- getting people to adopt it was like feeding make markets and adopt early may cast a fact reasons for purchasing and using them liver’.17 Watching for changes in user shadow over pragmatists, but they are not technology, closely related to, and behaviour, post-adoption, is a lengthier their future mirror image. Enthusiasts do motivated by, lifestyle and life stage. process still. Indeed, such changes are often not accurately predict or reflect the future Parents, for instance, often spoke about almost invisible, except in retrospect – they settlement of established and relatively ICT as a helpful way of organising family are buried in individual responses to those stable patterns of technological usage. life or keeping in touch with children. technologies, the sum of which reveals To understand this, we must forgo Younger users tended, instead, to discuss itself gradually. Marshall McLuhan captures prediction and, instead, investigate the technology in terms of organising and part of this when he talks about ‘the rear- quiet pulling-in and assimilation by maintaining a wide social network typical view mirror’ view of the world: pragmatic, ordinary people.Where use is of their age. Both parents and children Because of the invisibility of any self-evident and initial price barriers are exhibited motivations for using ICT that environment during the period of its low, for instance with mobile phones on were not new. Neither having children nor innovation, man is only consciously aware the advent of pre-pay, take-up is fast and being part of a peer group is a facet of the of the environment that has preceded it; in use high. Where the utility is less clear- information age, yet the impetus for use other words, an environment becomes fully cut and the barrier a little higher, as with comes from having a family or a wide visible only when it has been superseded PCs, the pulling process takes a little group of friends. Motivation for using by a new environment; thus we are always longer; and, where the advantage of a technology is the same as it ever was: the one step behind in our view of the world... £299 PDA (personal digital assistant) over traditional human desire to communicate the present is always invisible because it’s

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Fig 3a. In Touch, Out of Reach Fig 3b. In Touch, Out of Reach ‘I like being able to contact anyone at any time’ ‘I don’t like the idea of being contactable everywhere I go’ Strongly agree Strongly agree 6% 55% 32% Slightly agree Slightly agree 8% Neither agree/disagree Neither agree/disagree Slightly disagree 16% Slightly disagree Strongly disagree Strongly disagree

13%

14% 19%

18% 19% SOURCE:ISOCIETY BASE:2006 SOURCE:ISOCIETY BASE:2006

a £2.99 diary and pen is unclear, do not Attitudes to ease of contact using development of technology still play a expect miracles. ICT demonstrate a similarly pragmatic key role.There remain ICT micro-cultures, Yet miracles are often expected. mindset. People overwhelmingly want with participants who are intensively Technology, particularly in its marketing, to stay ‘in touch’ – but only in the sense involved and highly skilled in using and relies on new devices and new services to of being able to access the rest of the manipulating technologies (Box 1: Cultural create a consumer ‘wow’ factor.The truth of world when they need to.Their enthusiasm Cyberpioneers on page 9). Some ideas ICT uptake is that most consumers are not for the rest of the world being able to gestated in these cultures flow out into ready to be wowed. They deny that they instantly contact them is considerably mainstream practice. For instance, the are dedicated followers of technological more muted, as Figs 3a and 3b shows. practice of sharing music files over fashion. Only one in five adults say they This wonderfully selfish asymmetry of need computer networks, a minority pursuit buy and use new technology ‘because it comes to life every time someone hits the even among computer enthusiasts in the is fashionable’; and just 30% admit to ‘off’ button on his or her mobile phone. mid-1990s, is likely to reshape the music ‘enjoying’ purchasing the latest technology The recognition that understanding the business. It may even do so before a and gadgets (Fig 10, Chapter 4).Two out of Quiet Pragmatists is now the challenge majority of users have ever downloaded a three people say they would wait for other for those who think about ICT does not, song, as companies anticipate the need to people to try out a new technology, and however, consign those on the vanguard change. Such a change shows that cheap would also wait for prices to come down to the historical dustbin.The small minority software and hardware, in combination before purchasing. whose lives are intertwined with the

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with access to larger networks of expertise facilitating access to information and to everyday – is critical to understanding exert extremely powerful forces. computing resources wherever possible’,19 what changes when ICT products hit the However, this experimentation will not rather than stealing it.) Updating Weber, street. Most users, including the broad necessarily cross into mainstream usage. Himanen formalises the vague value group this report labels Enthusiasts, have There are two equally significant systems that have grown around the ICT little in common with Cyberpioneers in misreadings of the relationship between community into a ‘hacker ethic’ embodying any of their forms. Instead, in a society those in the vanguard and the general the true ‘spirit of the information age’. where ICT use is becoming normalised, population.The first is to imagine that we This ethic gives centre stage to vanguard differences in usage and attitudes build will all soon be like that: coding, sampling, computer programmers coding for the up between everyday Enthusiasts, and mixing, burning and surfing all day.The common good, and using the Internet as those who are more cautious. second is to imagine that, because we are a means for the ‘joyful’ sharing of RealityIT describes this uneasy détente, not all like that, and not about to be, the information without thought of profit. between technology Enthusiasts, Aversives radicalism of Enthusiasts is irrelevant to If Open Source programmers are the new and Quiet Pragmatists. It shows in detail the expression and embedding of new cowboys, however, the extent to which how ICT is being slowly but surely pulled technologies. their values flow down to the everyday into the bloodstream of national life; how The pioneers of the American West user remains in question. iSociety’s new conventions and languages are behaved in ways that were not typical of qualitative research does confirm that being born; and how ancient instincts their time (and of which many of those younger ICT users express attitudes and life-patterns are interacting with who settled behind them disapproved). characterised by a playful willingness to new technologies. It also discusses each However, the pioneers pushed the frontier; have fun with technology (see Chapter 3), of the major interactive devices and they created new territories and spaces but even this is some way from conforming services, from PCs through to DTVs, and into which others followed, without to an overarching ethic. Computer experts analyses how their roles are being changed. necessarily aping their actions. In particular, and minority experimenters may be the Here and there are glimpses of they created an ‘ethic’ – a way of being that R&D department for a technological society potentially radical departures.The overall has persisted as an explanation of what but, as yet, they share little in common story is one of gentle adoption and it means to be American. In just the same with the experiences and motivations of adaptation.This is good news for all way, the pioneers of the ICT age push everyday users. It is unlikely they ever will. concerned.The UK has not embarked on boundaries and experiment with new Radicalisation, then, is a precondition a wild, passionate affair with ICT. Few lives applications. Finnish sociologist Pekka for normalisation; but the hacker-pioneers have been turned upside down, but the Himanen has noted a set of principles do not necessarily represent the future changes that are occurring – in many common to all computer ‘hackers’.(The they are helping to build.This dynamic cases, significant enough – look sustained term is used here, in a positive sense, to relationship – between radical techno- and sustainable. Few sparks are flying in denote those computer experts who ‘share creativity and cautious assimilation, this relationship. It is built to last. their expertise by writing free software and between the spirit of the pioneer and the

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Box 1: Cultural Cyberpioneers *There are a number of unauthorised subcultures based on *Similarly, new technology and the Internet have been co-opted converting and customising children’s toys, perhaps tied into to democratise music remixing.The manufacturers of Acid music a nostalgia for childhood playthings. Popular candidates for software recently held an official Madonna remix competition, dissection and reconstruction are the Gameboy,20 the Speak receiving thousands of entries from around the world (and & Spell 21 (famously rewired in ET) and the Furby.‘Furby Hacking’ spawning an unofficial ‘MacDonna’ contest for more left-field began as a less than serious contest inside the hacker community; interpretations of the material).The Bjork Remix Web26 contains the winning machine was designed as an educational aid for autistic almost 800 unofficial remixes, from around 160 participants. children, and plans are in place to roll out regular production.22 *There are signs that the remix ethic is spreading to visual forms. *Creative borrowing – or sampling – has a distinguished history. When the release of the Star Wars Episode 1:The Phantom Menace In music, it has grown from minority practice to mainstream disappointed fans, re-edits of the film appeared online. Various method.23 More recently, cheap editing and file-sharing technology ‘Phantom Edits’ – with removed characters, quickened pacing, and have produced a ‘bootleg’ subculture. It is ‘the first significant new sharper plots – are available on popular file-sharing applications.27 musical genre to be lifted out of the underground, developed and *Away from the underground, ICT has already altered mainstream then spread, mostly via the Web’.24 Originally confined to a few tastes and production methods. Digital art is now an accepted hundred copies of anonymous records, the movement has now form, with several major exhibitions and symposia taking place achieved a No 1 (The Sugarbabes – Freak Like Me), and massive around the world every year.There is a consistent thread of adaptive, media exposure, in a matter of months. Insiders are in no doubt creative expression running through the movement: recent outputs that ICT has driven its success: include screensaver art and several pieces for individual or massed No longer do you have to have expensive equipment to create mobile phones.28 Other artists focus on producing intuitive, a simple bootleg, literally anybody can do it. Computers, and nonlinear takes on popular applications:WordPerhect, by Turner most importantly the Internet, has meant that the software (Acid), Prize nominee Tomoko Takahashi is one notable example.29 material (Audiogalaxy) and platform (here) is freely available to all... The immediacy, anonymity and geographical irrelevance of the Internet has meant many things that were not possible before are now...25

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CHAPTER 2/ ASK THE AUDIENCE Chapter 2 Ask the Audience – Research Approach

Real people living ordinary lives are strangely absent from most studies of interactive technology. Extreme users doing extraordinary things – swapping identities, living virtually, moving their lives into cyberspace – arrived from central casting to play out the early days of the Internet. Similarly, early research on mobile technology focused on the habits of the minority of wealthy and talkative urban professionals, who found chatting on the move conducive to their lifestyles.

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This was understandable, but it excluded significant changes in patterns of work owned, what they used them for and the experiences of the everyday user. Much and social life only when equally significant how they had affected the important of the debate around the impact of new numbers of consumers take part.30 relationships in their lives. RealityIT is built technologies preceded the existence of RealityIT partly redresses the balance. around a four-stage methodology, with such a group. Indeed, it concentrated on The need to study exceptional groups has two stages of ‘qualitative’ and two stages unusually wired minorities perpetuating lessened as various types of technology of ‘quantitative’ research.The first two a theory of technological exceptionalism, have diffused more widely. As this survey stages give insight into the attitudes and highlighting differences between high-end shows, the three major interactive usage patterns of a small group of users, technology users and the rest.The normal platforms – PCs, mobile telephones and which then informed the research on the people are left behind. As Diane Coyle and DTV – are now relatively ‘normal’ population as a whole. Danny Quah note in a previous iSociety technologies. Our research methodology report, Benchmarking the New Economy, was designed to uncover what this silent this matters because we can expect majority thought of the devices they

Stage 1 Six groups of average users of each of these six groups, where they were representative of the UK population, was technology from across the UK were asked to questioned in detail to obtain their views and undertaken, with a total of 670 hours spent complete ‘technology diaries’.Using these attitudes towards various types of technology collecting data. diaries, participants were asked to track their and their use. Stage 4 The survey results were assessed using usage of technology over the course of a two- Stage 3 Building on the patterns emerging statistical ‘cluster analysis’,which broke the week period. from the diaries and focus groups, a major data set into groups defined by their broad Stage 2 Focus groups were conducted with telephone survey of over 2000 individuals, attitudes towards new technology in general.

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Stage 1: Stage 2: Technology Diaries – Focus Groups – Tracking Everyday Life Examining Technology in Everyday Life

iSociety recruited a group of 48 typical Having completed the activities diaries, all Participants discussed: which types of users of technology, and asked them to participants took part in six focus groups technology they used, and why; what complete a ‘technology activities diary’.The in two locations in the UK.The groups were they thought of particular devices (who sample was restricted to regular users of designed to delve under the skin of normal used them, were they generally positive at least one interactive technology, but users of technology: why did they use it, or negative about them); and what their also designed to include a mixture of those what benefits did they see, and how had attitudes were to communications who use it at home, at work and in both it affected their lives? The groups covered technology, in general. In addition, spheres.The sample captured those who a range of ages, employment status, and a the groups were asked to perform a use interactive technologies occasionally, balance of men and women. ‘projective exercise’, in which participants frequently or every day. Finally, to obtain Commonly held views about ICT and were asked to free-associate attitudes a truly balanced picture, the sample the impact on work, family and personal towards technology using images taken contained a wide range of people in terms networks were tested in the groups. from magazines. of their self-reported level of confidence in dealing with technology. In the initial stage of research, the respondents completed diaries for one week prior to interview. Table 1: Focus Groups They were asked to record ways in which Group Gender Age Employment Location they communicated with others and 1Mixed16-29 years Working London gathered information; the frequency of 2Mixed16-29 years Working Manchester use of different devices; the length of 3Mixed30+ Working London use; when they used devices during the 4Mixed30+ Working Manchester day; where they were used (e.g. home, work, 5Mixedn/a Non working/retired London mobile); and the purposes to which the 6Mixedn/a Non working/retired Manchester devices were put.

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Stage 3: Stage 4: Survey – Statistical Analysis – Quantifying Technology in Everyday Life Clustering Attitudes to ICT

Using insights from the previous two stages The final stage of the research process of research, iSociety conducted 2006 identified groups holding common telephone interviews with a representative attitudes towards ICT.The iSociety sample of the UK population during January questionnaire included 15 attitudinal 2001. A large sample size was required to statements, with which participants were allow analysis of specific groups that formed asked to agree or disagree on a five- within the data. point scale.These attitudes were analysed Participants were asked 64 questions, using a statistical technique known as covering: attitudes towards new technology ‘cluster analysis’ – used to sort data (people, in general and towards specific devices; consumption patterns, events, etc.) into use and ownership of a range of 12 groups where links are strong between technologies; and length of ownership. In members of the same cluster and weak addition, questions were asked to establish between members of different clusters. the type of activities for which participants The cluster analysis created groups of used various types of technologies and the like-minded people who share attitudes to types of social relationships that were new technology.These clusters were then conducted using new technology. cross-tabulated against other information The questionnaire established user collected from the questionnaire to fill out profiles, differences between socio- the descriptions of the groups in terms of demographic groups, current adoption and demographics, use and ownership of use of ICT, factors influencing the impact of technology. ICT, and the impact of attitudes and use on behaviour at work and at home.

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CHAPTER 3/ WHO’S AFRAID OF ICT Chapter 3 Who’s Afraid of ICT – Fun, Function and Fear

A piece of technology that is an object of respectively by Fun, Function and Fear. by fear or anxiety. Interestingly, as we fun for one person, can be an instrument While gender and social class play some explain below, this anxiety often goes of torture for another. For some users, part in describing each, we found age hand-in-hand with a powerful sense browsing and surfing, pinging instant to be the critical factor (Box 2 page 19: of wonder generally absent from blasé messages or texts are leisure activities. ICT – A Generation Game). younger users. Older groups also express For others, the proliferation of ICT feels Although each discussion group did not feelings of obligation to adopt, to threatening. Every new device produced match each mind-set exactly, the broad complement feelings of trepidation. is one less thing they know about. Also, patterns were clear.Younger users enjoy an Overall, older participants voice for more people still, technology is simply emotive and experimental relationship with concerns; the young stress play; and those a tool, to be picked up and used when technology.They think technology is fun. in the middle are of a practical bent. necessary, and only for what is necessary. They are also more likely to be persuaded These views emerged from conversations to use ICT by less rational needs, such as with our groups of technology users in peer pressure. London and Manchester. Instead of Users of working age, particularly those seeking an over-riding ‘ethic’ (similar to who have to adapt to the onset of ICT later that discussed in Chapter 1), we used in their working or social lives, are more the groups to define ‘mind-sets’ towards likely to have practical attitudes. Eschewing technology. We believed such broad all but necessary experimentation, they attitudinal groupings would help us to weigh up the costs and benefits of ICT on a understand the way in which different ‘What can you do for me?’ basis.They think users approach, use and integrate technology is functional, and adopt only for different types of technology into their rational needs, such as business. lives.Through the groups, we found three Finally, older users are more likely to such attitudinal mind-sets, characterised have a relationship with ICT characterised

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CHAPTER 3/ WHO’S AFRAID OF ICT Fun: Toys Are Us

Younger participants, particularly those critical social interaction, but because in the bottom half of the 16-29-year-old most of the younger participants enjoyed group, waxed lyrically about the social fooling around with their phone.This was benefits and playful potential of technology especially true of sending text messages, – especially mobile phones.They saw which, as the survey data will show, mobiles as an essential part of a young borders on a youth monopoly: Briton’s kit, a view supported by quantitative It’s more entertaining than a mobile call – data on ownership: you say things like ‘Are you up for it?’ I’d die without my phone. Can you imagine just ringing up and (Female, 16-29, London) saying that?! It’s like a drug. I couldn’t live without it. (Female, 16-29, Manchester) (Male, 16-29, London) I love texting. I could text all day. I lost my phone for a day and it was awful. (Female, 16-29, London) (Female, 16-29, London) The reaction to the Internet elicited Mobiles are used to maintain social slightly less strong responses. However, networks and co-ordinate social events, its use remained characterised by a to an extent where young people without willingness to experiment with new sites mobiles risk exclusion. Participants who or applications, and the full admission were asked ‘Would it be a problem if we that e-mail, in particular, provided a took away your mobile phone?’ claimed it source of entertainment and relief, would have an enormous and negative not least for bored office workers. impact.This was not simply because of

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CHAPTER 3/ WHO’S AFRAID OF ICT Function: Utility Players

The largest of the three groups were drawn Text messages are limited.What do they predominantly from the middle age actually do? groups (30-54-years-old), many of whom (Male, 30+, London) were using ICT at work and who had a This group’s attitude to the Internet was utilitarian attitude.They used mobile similarly hard-headed, seeing it largely as phones to organise their work and family an information resource, often heavily lives, rather than as individualised slanted towards work-related tasks: playthings.Their response to the putative I use it mainly at work, getting news and threat of having their mobiles taken football scores, that kind of thing. away was cool and pragmatic compared (Male, 30+ London) to the emotional outcry of the younger I use it for work all the time, so the last group members: it would be a logistical thing I want to do is trawl about on it problem only. when I get home. (Male, 16-29, London) I use it to keep an eye on the kids. They don’t mind. It’s like a tag on them Similarly, while many of the group – you know where you are. members used e-mail, they did not see (Male, 30+, London) it as a substitute for human contact: The daft thing is, my parents won’t The problem is e-mail can dictate the call my mobile. way you work. It needs humanisation. (Male, 30+, London) I want things to be easier, to work for Text messages were used only me, not dictating how I do things. intermittently by this group, often simply (Female, 30+, Manchester) as an experiment. I use it for work mostly. It’s useful. (Female, 30+ London)

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CHAPTER 3/ WHO’S AFRAID OF ICT Fear: And Sometimes Loathing

Technology of all varieties has provoked Some of it frightens me. I worry about a mobile: fear of social disconnection, or of anxiety, particularly concerning the where we’re going to go and how we’re fear for personal safety.This was backed-up destruction of jobs, dangers to health, going to end up. by a desire keep up with children, or threats to social relations. ICT is no (Male, Retired, London) grandchildren, or spouses: Me and my husband are being left exception.Those who have grown up with I use the mobile because I have to.There behind... my 5-year-old grandson can computers, or at least spent a large part of is pressure from my family because they use all this stuff and we got it to keep their working lives coming to terms with all have one, and a feeling of progress to up. I’m new to it. I’m a novice. them (the two groups discussed above), use the things. (Female, Retired, Manchester) are largely free of techno-phobia. (Female, Retired, London) Contrary to the image of a new class Mobile phones prompted some concerns It’s got to the stage now where I would of technologically enfranchised older about the phones themselves, complaining feel insecure without it. people, often dubbed Silver Surfers, that they sometimes did feel comfortable (Female, Retired, Manchester) though, we found anxiety remained with the look and feel of the interface: Texting was a foreign language for most the dominant mindset.This does not I have been tempted but I’m too afraid. of the older participants, with none saying necessarily mean uneasiness about the The buttons are so small. All the young they had used this function more than technology itself as difficult to use or ones are just tapping away. once.There was also a generalised concern understand (although this was often a (Female, Retired Manchester) that electronic forms of communication factor). Instead, it encompasses a wide It’s far too complicated, far too were depersonalising: frightening for me. range of concerns, including social In this day and age, there is not enough (Female, Retired, Manchester) disconnection, being left behind by communication. generations below them, and potentially Nonetheless, many of the participants said (Female, 60+, Manchester) missing out on opportunities available they had mobile phones – and the iSociety We're losing contact with each other. to others.This often crystallised as data shows that, while older people are less (Male, 60+, Manchester) reservations about technological changes likely to own a mobile, they are catching in general. up. Ironically, fear drove many to purchase

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CHAPTER 3/ WHO’S AFRAID OF ICT Fear: And Sometimes Loathing

Internet applications were also treated As you get older, this technology has with some degree of scepticism, ranging created more opportunities to from confusion over how some services communicate – when you don’t get worked, to concerns about the security out as much and wouldn't have been of shopping online: communicating quite so much. (Female, 60+, Manchester) I don’t really trust Internet banking with a This [e-mail] is without doubt the greatest name like mine [Smith]. (Female, Retired, Manchester). thing that has happened in our lifetime. (Male, Retired, Manchester) However, it would be inaccurate to portray ICT provokes a wide range of responses, all the 55+ discussants as fearful. Some had from breathless excitement through taken great pleasure in overcoming initial pragmatic indifference, to outright fear resistance. Also, with a greater longer and suspicion. A mixture of fun, function historical view, the older generation are and fear captured the flavour of the better placed to appreciate the rate of conversations discussed above.The progress of technology, and its potential. next stage of research examined, in There is a fine line between fear and awe: great detail, the attitudes of a large I thought I was too old to learn and then representative sample of the population. I was coaxed into it and now I find it In the last couple of years, ownership of ICT exciting.Young people are blasé and products has become a majority national not excited by it – to them its nowt! pursuit. What does the UK make of this (Female, Retired, Manchester) new world? The whole thing is so exciting – looking to the future, waiting for the next thing. (Female, Retired, Manchester)

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CHAPTER 3/ WHO’S AFRAID OF ICT ICT – A Generation Game

Box 2: ICT – A Generation Game *Younger users are significantly more self-confident using *Mobile phone ownership correlates precisely with youth, with a technology than the average user, with two-thirds agreeing near-universal 95% of 16-24-year-olds now owning one, compared that they feel ‘extremely confident’. to 52% of over-65s.

*The pace of technological change is felt most acutely at the *Mobile phone ownership is rising fastest, however, in the oldest top of the age distribution, with two-thirds of the over 65s group, with half of the 65+ mobile owners having bought or believing there is ‘too much technology to keep up with’, received one in the last two years. Mobile owners in the 65+ age against a third of 16-24-year-olds. group are most likely to use their mobile to call their children; those in the 16-34 age bracket put friends in the most-called *PC ownership peaks in the middle of the age distribution, with bracket. 70% of 35-44-year-olds owning a home desktop. Only one in five of the 65+ age group are ‘silver surfers’,owning a home PC. *Texting is a young activity: barely one in ten of the 65+ owners The same rough pattern translates to Internet access, with 35- have sent a text message; while fewer than one in ten 16-24- 44-year-olds being the group most likely to spend more than year– olds have not.The young text furiously, but only among ten hours a week online. themselves. Nine out of ten 16-24-year-old texters say they use SMS to communicate with friends. Only one in a 100 texters of *Surprisingly, young people are the least likely age group to be any age have sent a message to a grandparent. heavy e-mail users at home. Of 16-25-year-olds, 2.5% send more than 40 e-mails per week from home, compared to 5.4% of 45- 54-year- olds.This is largely because younger people, particularily those in school, have social networks based around specific places (school or college) and thus have less need for e-mail contact. However, the 16-25-year-olds are the least likely group to send very few e-mails, with only 8% sending less frequently than once per week, compared to 22% of 45-54-year-olds.

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CHAPTER 4/ ENTHUSIASTS, QUIET PRAGMATISTS & AVERSIVES Chapter 4 Enthusiasts, Quiet Pragmatists and Aversives

The iSociety project interviewed over two thousand people to capture basic information on ownership and use of ICT (much of which is presented in Chapters 5-7), as well as teasing out attitudes towards these technologies.

Questions on attitude covered the This quantitative dissection of the UK Attitudinal clusters provide more insightful following areas: confirmed the broad-brush impressions findings than ownership figures because –Are people confident with technology? that emerged from the qualitative work. they allow a link to be made between –Did they learn about it from friends? The information gathered on attitudes attitudes and behaviour. Before looking at –Do they think it’s cool? was analysed using ‘cluster’ statistical the characteristics of each cluster, however, –Do they see their use of it as social, techniques, designed to identify groupings we examine how the attitudinal clusters or technical? within the population.The cluster analysis link to –General feelings of confidence with generated three clear attitudinal ‘types’: (a) ownership of technology, and technology (b) general confidence using technology. –General feelings of competence with 1 Enthusiasts 27% of UK population technology 2 Quiet Pragmatists 42% of UK population –Views on the rate of change and 3 Aversives 31% of UK population upheaval associated with technology –Attitudes towards particular devices

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CHAPTER 4/ ENTHUSIASTS, QUIET PRAGMATISTS & AVERSIVES Confidence and Ownership

Fig 4. Clustering Ownership Fig 5. Confidence Tricks ICT ownership by attitudinal cluster ‘I feel extremely confident about using new technology’ Enthusiasts Strongly agree % 26% 80 Quiet Pragmatists Slightly agree 70 Aversives Neither agree/disagree 60 Slightly disagree Strongly disagree 50 22% 40 30 20 10 19% 0 ile PDA DTV p PC 15% Mob ile (WAP) Laptop PC Laptop

Deskto 18% Mob SOURCE:ISOCIETY BASE:2006 SOURCE:ISOCIETY BASE:2006

Ownership and use of ICT were not an There is a further link between attitudes impact of this technology. Critically, when input factor in the cluster analysis.The and intensity of technology use (Figure 11). ownership passes over a certain level, three clusters include owners and non- Enthusiasts are disproportionately more it begins to encompass those who are owners alike, linked by common attitudes. likely to agree with the statement ‘I use reticent, reluctant adopters. Enthusiast (For instance, some Enthusiasts will new technology everyday’ (73%), with mobile owners chatter and text happily. own relatively few ICT products, while Aversives as likely to disagree (69%). Aversive mobile owners often view their some heavy ICT users show Aversive Despite the association between own possession with a degree of characteristics.) In the round, however, attitudes and ownership, neither now circumspection, and are greatly more the clusters do reveal consistent links translates automatically into affection. sensitive to any negative side-effects. between attitudes and ownership patterns. Enthusiasts are more likely to own ICT Confidence also distinguishes between Figure 4 shows this is particularly marked products than Quiet Pragmatists, whose the three clusters (Fig 5).Those who feel among higher cost items, most notably ownership levels in turn surpassed that of confident are more willing to experiment the PCs owned by nearly eight in ten the Aversives.Yet, perceived disadvantages with and personalise ICT products to their Enthusiasts. It also shows that ownership of technologies, and generally negative own requirements. Sureness around ICT of a DTV package - most traditionally attitudes, do not always prove a barrier remains a goal of Government policy, which associated with social class groups C1 and to uptake.Thus, 60% of Aversives own aims specifically to promote ‘confident C2 – is much higher among those with a mobile phone, despite consistently consumers’ as a means of encouraging technologically enthusiastic views. unenthusiastic views about the the uptake of electronic services.

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CHAPTER 4/ ENTHUSIASTS, QUIET PRAGMATISTS & AVERSIVES Confidence and Ownership

Yet the problem of causation remains: does of men. (This may, however, say more about owning technology create confidence, or how men and women express themselves: vice versa? The general population splits men are also more likely to ask for a pay into those who feel ‘extremely’ confident rise, whether or not their talents justify using new technology (45%) and those one.) The single most important factor who do not (37%): Attitudes towards associated with confidence is the number confidence split three further ways.There of technologies owned. CHAID31 analysis is an age bias – reflecting Fun, Function demonstrates that 71% of those who own and Fear – with younger people generally more than eight of the twelve different more self-assured. However, the two factors devices listed in the survey ‘strongly with the biggest influences were gender agreed’ that they felt ‘extremely confident’. and ICT ownership. Only one-third of Only a small minority of those owning women said they felt ‘extremely confident’ two or three of the technologies survey using new technology, compared with 56% expressed any confidence.

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CHAPTER 4/ ENTHUSIASTS, QUIET PRAGMATISTS & AVERSIVES Cluster Tendencies

Cluster Map More confident, more frequent users of technology

Cluster 1 Entusiasts 27%

Weakly held Cluster 2 Strongly held views views towards Quiet Pragmatists toward technology technology 42%

Less confident, less Cluster 3 frequent users Aversives 31%

The clusters do not split directly Table 2: Cluster Tendencies along traditional class or gender lines. Enthusiasts Quiet pragmatists Aversives However, there are some further general Social class AB C1/C2 C2/D/E tendencies that characterise each cluster Age Younger All Older (Table 2: Cluster Tendencies).These Working status WorkingWorkingNon-working tendencies were in expected directions – Gender Male Both Female with Enthusiasts more likely to be Length of access Longer (3+years) Recent (1-2) years Recent or non users younger, male and longer users. Finally, Intensity of use Frequent Occasional Light/none the Enthusiast and Aversive clusters were Mind-set Fun Function Fear likely to exhibit strongly held, opinions towards ICT.The Quiet Pragmatist group showed less pronounced opinions (see the Cluster Map above).

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CHAPTER 4/ ENTHUSIASTS, QUIET PRAGMATISTS & AVERSIVES Enthusiasts

Fig 6. Assured Lives Fig 7. Keen machines ‘I feel extremely confident using new technology’ Enthusiasts Enthusiasts % 60 Quiet Pragmatists % 60 Quiet Pragmatists 50 Aversives 50 Aversives 40 40 30 30 20 20 10 10 0 0 nor disagree nor disagree Neither agree Neither agree Slightly agree Slightly agree Strongly agree Strongly agree Slightly disagree Slightly disagree Strongly disagree Strongly Strongly disagree Strongly SOURCE:ISOCIETY BASE:2006 SOURCE:ISOCIETY BASE:2006

Enthusiasts are self-assured using use of ICT.Three out of four say they find technology, find it exciting, tend to like it ‘using and learning about technology for its own sake, and seek out the latest exciting’ (Fig 7). gadgets.They see technology as important Enthusiasts’ consumption of ICT is driven to their lives, are confident with the speed as much by enjoyment and fun, as need. of change and see it as a generally positive They are the equivalent of someone who force. At more than a quarter of the UK loves buying shoes – going from shop to population, this group is more significant shop, trying on a variety of pairs, stopping than relatively small numbers of Internet for a coffee and some agonising – rather experts or palm-pilot wielding business than someone who buys the cheapest pair executives.They are the leading lights of on offer. Enthusiasts are the only cluster the ICT show. where as many as half the group agree that Four out of five Enthusiasts feel ‘extremely they like to buy the latest kit, and so make confident using technology’ (Figure 6), but up the bulk of those who agree with the their attitude is not one of a detached question in Figure 8. technocrat – they derive pleasure from the

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CHAPTER 4/ ENTHUSIASTS, QUIET PRAGMATISTS & AVERSIVES Enthusiasts

Fig 8. Retail Therapies ‘I like to buy the latest technology and gadgets’ Strongly agree 13% Slightly agree Neither agree/disagree

16% Slightly disagree Strongly disagree

30% 22%

19% SOURCE:ISOCIETY BASE:2006

Enthusiasts see technology as important to Enthusiasts stress most strongly the ‘fun’ Box 3: Enthusiasts Characteristics their life: 80% disagree with the statement mindset, seeing technologies such as PCs, *Highest ownership of all new technology devices and usage of that ‘new technology is not important in laptops or mobiles as toys as much as communication methods. my life’.They are equally upbeat about the work tools.They use technology not simply impact and importance of ICT for society as because their work requires them to, *Highest income: average £37,000 a whole, with 57% strongly agreeing that or because of perceived efficiency, per year. ‘computers make life easier’ and 57% that but because they enjoy it.They are the * 23% working in a profession or general ‘the Internet is a necessity, not a luxury’. equivalent of the car owners who see more management. This cluster contains the most aggressive in their vehicle than the ability to go from *Least likely to be in a rural location: users, with 73% of Enthusiasts using new A to B; enjoying both driving and tinkering 40% in suburban location. technology every day (Figure 11). under the bonnet. *All online activities conducted more by this group, whether at home or at work. * 29% of this group spend more than ten hours online each week at work. * 69% have sent text messages.

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CHAPTER 4/ ENTHUSIASTS, QUIET PRAGMATISTS & AVERSIVES Quiet Pragmatists

Fig 9. Cautionary Sales – ‘I wait until others have tried Fig 10. Few Fashion Victims new technology and prices come down before I buy’ ‘I buy and use new technology because it is fashionable’ Strongly agree Strongly agree 45% 4% 7% Slightly agree 7% Slightly agree Neither agree/disagree Neither agree/disagree 7% Slightly disagree 11% Slightly disagree Strongly disagree Strongly disagree

19%

17%

59% 24% SOURCE:ISOCIETY BASE:2006 SOURCE:ISOCIETY BASE:2006

Quiet Pragmatists are the ICT market’s attitudes in the UK population to the muted middle ground.Their opinions timing of ICT purchases (Fig 9), and the are measured.They own and use ICT rejection of ICT as a fashion item (Fig 10). products in a practical manner, seeing Quiet Pragmatists do base their views them as tools to be picked up when on a working knowledge of ICT. Eight needed, and dropped when redundant. out of ten own a mobile; 56% own a Their reactions are rational, rather than desktop PC and 15% own a laptop (Fig 4). emotional and heated.They have neither However, they show a remarkably even the excitability of the Enthusiasts nor the split when asked if they ‘use new ennui of the Aversives.They are a silent, technology everyday’ (Fig 11).Whereas sizable minority, and their reaction to more than half of Enthusiasts strongly change is critical to the diffusion of ICT. agree that they are everyday users, and The Quiet Pragmatists allow others to half of Aversives strongly disagree, the blaze trails, and then decide which ones Quiet Pragmatists are divided with 45% to go down themselves.The significance agreeing and 40% disagreeing. of this cluster can be seen in overall

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CHAPTER 4/ ENTHUSIASTS, QUIET PRAGMATISTS & AVERSIVES Quiet Pragmatists

Fig 11. The Stuff of Life Fig 12. All Change? ‘I use new technology everyday’ ‘New technology is moving too fast’ Enthusiasts Enthusiasts % 60 Quiet Pragmatists % 60 Quiet Pragmatists 50 Aversives 50 Aversives 40 40 30 30 20 20 10 10 0 0 nor disagree nor disagree Neither agree Neither agree Slightly agree Slightly agree Strongly agree Strongly agree Slightly disagree Slightly disagree Strongly disagree Strongly Strongly disagree Strongly SOURCE:ISOCIETY BASE:2006 SOURCE:ISOCIETY BASE:2006

This ambivalence towards everyday use the proliferation of new technologies. crosses over into a mixed position on Attitudes to communication were technology as an enjoyable or pleasurable similarly closer to the Enthusiast group. experiment. Exactly half of Quiet While most people said they would Pragmatists find using and learning about prefer to speak to someone than e-mail technology ‘exciting’,compared to just a them, Quiet Pragmatists were almost as quarter of Aversives and three quarters of sanguine about replacing talk with type Enthusiasts (Fig 7); 42% also agree that new as Enthusiasts – suggesting that they technology is ‘moving too fast’,compared appreciate the practical advantages to 15% of Enthusiasts and 57% of Aversives of new communication technologies. (Fig 12). However, they seem closer to the Overall, Quiet Pragmatists are the new Enthusiasts when weighing up the utility of silent majority of UK technology users, ICT products, seeing the value of e-mail and unimpressed by marketing razzmatazz mobiles for organising both social life and but willing to adopt useful tools when work, and remaining level-headed about they aid life's important task.

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CHAPTER 4/ ENTHUSIASTS, QUIET PRAGMATISTS & AVERSIVES Quiet Pragmatists

Fig 13. E-mail versus Conversation ‘I would rather speak to someone than e-mail them’ Enthusiasts % 90 Quiet Pragmatists 80 Aversives 70 60 50 40 30 20 10 0 nor disagree Neither agree Slightly agree Strongly agree Slightly disagree Strongly disagree Strongly SOURCE:ISOCIETY BASE:2006

ISOCIETY JULY02 REALITY IT – TECHNOLOGY & EVERYDAY LIFE 29

CHAPTER 4/ ENTHUSIASTS, QUIET PRAGMATISTS & AVERSIVES Aversives

Fig 14. No Consuming Passions Fig 15. Indifferent to IT ‘I don’t care for technology, I only buy what is necessary’ ‘New technology is not important in my life’ Enthusiasts Enthusiasts % 60 Quiet Pragmatists % 60 Quiet Pragmatists Aversives Aversives 50 50 40 40 30 30 20 20 10 10 0 0 nor disagree nor disagree Neither agree Neither agree Slightly agree Slightly agree Strongly agree Strongly agree Slightly disagree Slightly disagree Strongly disagree Strongly disagree Strongly SOURCE:ISOCIETY BASE:2006 SOURCE:ISOCIETY BASE:2006

Sceptical about the benefits of ICT, are ‘extremely confident using new Aversives hanker more strongly for Aversives have lower levels of confidence, technology’,and consequently own traditional methods of communication, feel uneasy about the speed of change, and use fewer devices (Fig 6).They with 85% agreeing that they would and react against a perceived culture of suffer most anxiety over the speed of ‘rather speak to someone than e-mail pervasive communication.Their voices are technological change (Fig 12). Finally, in them’,compared to 68% of the population those heard under the ‘fear’ heading in the stark contrast to the Enthusiasts, buying as a whole. qualitative discussions.They are less likely ICT products is a task undertaken out of Of the three clusters, Aversives perceive to own ICT products, but aversion often grim necessity: there’s little or no pleasure the strongest ‘generation gap’ in ICT use. comes despite possession: 28% of the in purchase. For instance, 88% think children know Aversives own a desktop PC; and 60% own Even though many Aversives own more about technology than their a mobile phone.They own, but still moan. technology, as a group, they downplay the parents (compared to the population Aversives lack confidence with ICT, significance of ICT to their own lives, with average of 77%), with most believing a combined result and cause of their a sizable majority saying new technology that mobile phones are a technology negative attitudes. Seven out of ten is not important to them (Fig 15). mostly used by young people. disagree with the statement that they

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CHAPTER 4/ ENTHUSIASTS, QUIET PRAGMATISTS & AVERSIVES Aversives

Having probed the attitudes of citizen Box 4: Aversive Characteristics UK, it is time to look at their actions. *Least confident about technology usage –Who owns what, what do they use *Almost one-third manual workers: 31% it for? *Lowest average income: £22,726 per year –Why are some people holding out, and *Almost one fifth (19%) have had an refusing to jump on the bandwagon? Internet connection at work for less than –And most important of all, is life any six months. different? *Motivated to purchase a mobile phone to ensure their personal security and safety *Most likely group to have received their first mobile phone as a present (15%) * 71% have never sent any text messages.

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CHAPTER 5/ MAJORITY PURSUITS – PCs Chapter 5 Majority Pursuits – PCs

PCs are not newsworthy any more.They have made the transition, as the data in RealityIT shows, from nerdy to normal. Just a decade ago, home computing was relatively rare. Networked computing – the ability to interact with other people or other machines over a telephone network – was the reserve of curious enthusiasts or workers within a limited number of state institutions.

Ten years on and, for the first time, the ownership and use is still the most again, after a modest slowdown during majority of UK homes own a desktop important indicator of the transition to the middle of the last decade, with the computer. a technological society.They remain the popularity of both the Internet and PCs are the workhorses of the ICT sole meaningful method of accessing the e-mail providing a fillip to the UK home movement: less exotic than some of the Internet, and are unlikely to lose this pre- computing market, and 14% of owners newer (and much less used) devices, but eminence in the near future. Ownership say they bought their first computer in critically important.They have become levels of PCs are rising more quickly the last year. familiar and functional objects, but PC

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CHAPTER 5/ MAJORITY PURSUITS – PCs A PC – Owning Democracy

Fig 16. PCs Come Home Fig 17. Computer Class Proportion of UK adults in households with PCs UK home PC ownership and social class

% 80 60 70 50 60

40 50 40 30 30

20 20 10 0 1991/2 1992/3 1993/4 1994/5 1995/6 1996/7 1997/8 1998/9

1999/00 2000/01 AB C1 C2 DE SOURCE:BHPS/ISOCIETY SOURCE:BHPS/SOCIETY BASE:1085 Desktop Laptop

Of UK adults: 54% live in homes with PCs; rises in performance. Perhaps, most standard in affluent homes, they are in 52% own a desktop, with 11% owning a importantly, PCs have become progressively a fewer than one-third of homes at the laptop (meaning there is considerable easier to use.There is a significant class bottom of the class ladder (Fig 17). overlap between these two groups). PCs dimension to PC ownership, more than for As ownership reaches high levels among are now as common as tumble driers – and any other major ICT (Box 5: Computer the upper social classes – with perhaps in twice as many homes as dishwashers. Classes). Jonathan Gershuny, discussing only the Aversive ABs holding out – there The proportion of UK homes with a PC Internet access through home PCs, links is good evidence that those in lower today is exactly the same as the proportion this specifically to personal income: social classes are catching up, a much with a telephone in 1975.32 These figures Getting on for two-thirds of those in higher proportion have joined the ICT are the latest addition to the story of households above the mean income ranks recently: 60% of social classes DE steadily rising levels of PC ownership have access, but fewer than a quarter purchased their first computer within the in the last dozen years (Fig 16).33 of those in below-mean-income last three years, with 29% in the last year This relatively steady rise reflects a households, and there are negligible level (2001).This compares to the 34% of social number of factors unique to the PC market of ownership in households below the classes AB who purchased a first place, particularly the consistent, relative official half-median income poverty line.34 computer in the last three years, with decline in price matched by continuing However, while PCs have become almost a mere 7% in the last year.

ISOCIETY JULY02 REALITY IT – TECHNOLOGY & EVERYDAY LIFE 33

CHAPTER 5/ MAJORITY PURSUITS – PCs A PC – Owning Democracy

Fig 18. Generation PC UK home PC ownership and use by age Box 5: Computer Classes Own Desktop *Computers are standard for the middle % 80 Use Desktop class but a minority pursuit at the Own Laptop 70 bottom of the heap: 70% of social class Use Laptop 60 AB own a desktop PC, compared to 31% 50 of social class DE. 40 *Cost is, unsurprisingly, a higher hurdle 30 for those in lower-income households, 20 with 21% of non-PC owners in social 10 class DE citing price as a barrier, 0 compared to 12% of AB non-owners. 16-24 25-34 35-44 45-54 55-64 65+ SOURCE:ISOCIETY BASE:1085 *However,there are signs of catch-up: 28% of PC owners in social class DE bought their first computer in the last year. *Surprisingly, members of social class The overall gap between men and women users will have access to PCs owned by DE are the least likely to cite ‘need’ as a remains: 55% of PC owners are men, versus their parents. As Figure 18 shows, younger reason for not purchasing a PC (33%). 45% women. Men are significantly more consumers are more likely to use a PC than This compares with 39% of ABs and 47% taken with laptops, however, with twice as to own one, particularly in the case of of C1s. However, DEs are most likely to many male (15%) as female (8%) owners expensive laptop PCs.The 35-44-year-old say they are ‘not interested’ in owning (Box 6: Gender Rules? on page 46). Age group are (by a small margin) most likely a PC (28%), compared to 18% of ABs. influences PC ownership levels in a more to own and use PCs at home.Those over *Home computing has heritage for a complex fashion (Box 2: ICT – A Generation 65 are least likely, with 21% using a PC at minority of Britons: 15% of UK PC Game).Younger users typically adopt home.To put this figure another way: over owners claim to have had a computer technology more quickly, but the cost 65s represent two in ten of the UK at home for a decade or more. Few of PC ownership makes high levels of population, but only one in ten of PC would remember the IBM 5150, the ownership among younger people less owners. Despite a small enthusiastic world's first home PC, launched 21 years ago.35 likely.The picture is further complicated minority, convincing older users to by the wide availability of PC facilities to adopt PCs remains a major challenge for students, and the fact that many younger Governments and manufacturers alike.

ISOCIETY JULY02 34 REALITY IT – TECHNOLOGY & EVERYDAY LIFE

CHAPTER 5/ MAJORITY PURSUITS – PCs To Buy or Not to Buy?

Fig 19. Why Buy? Fig 20. The Other Half Reasons for purchasing a home PC Reasons for not owning a PC

% 60 % 50 specific applications 50 40 40 general uses 30 30 20 20 10 10 0 0 Cost Need Other Inertia ation Email Other Gaming ‘Not for me’ ‘Not for at home Graphics ss elsewhere Educ processing Understanding ‘Not interested’ Spreadsheets Help children Acce Internet access Internet SOURCE:ISOCIETY BASE:921 Word Working SOURCE:ISOCIETY BASE:1085

The decision to buy a computer is, in for purchase (Box 6: Gender Rules? on mostly by the young: 45% of those aged most cases, practical: Quiet Pragmatists page 46). 16-24 claim cost is the most significant are the archetypal purchasers. PCs are Just under half of the population have barrier, the only age group in which cost acquired for everyday functions: word yet to invest in a PC for their home. outstrips perceived lack of need. processing, e-mail and Internet access. Non-purchasers cite a similarly practical As Figure 19 shows, the majority of PC reason for their decision, namely that purchasers also cite specific applications they do not need a computer (Fig 20). as a reason for purchasing. More general Need is cited more than twice as often uses, such as working at home or helping as cost. Other popular barriers to PCs – children with homework, are less popular. consumers not understanding the The reasons for buying do not vary by technology, alternative places of access, any significant margin when analysed and simple inertia – are all cited by fewer by age, social class or gender.The only than one in ten potential consumers. exception was that female respondents Older age groups are proportionately were almost twice as likely as men to cite more likely to cite need as a barrier to ‘helping children’ as a motivating factor purchase, whereas cost is a barrier felt

ISOCIETY JULY02 REALITY IT – TECHNOLOGY & EVERYDAY LIFE 35

CHAPTER 5/ MAJORITY PURSUITS – PCs Type, Browse, Mail

Fig 21. Using IT Applications used by UK home PC owners

% 90 80 70 60 50 40 30 20 10 0 WP DTIP ation Email Gaming Internet Educ Databases Multi-media Spreadsheets SOURCE:ISOCIETY BASE:1085

Home computers have moved from tasks rather than a portal to a brave new desktop publishing, and database being ‘smart typewriters’ to become world.The rise of the Internet has made applications – are used by less than one- ‘smart browsers’.Access to the Internet the PC a more attractive consumer third of PC owners. and e-mail now equal word processing proposition, and increased the time Average time online has not increased as the dominant reason for PC purchase, people spend on their computers.What in the last year. Most users spend less with both being more important for it has not done, however, is spur more than 5 hours a week online and the newer users. widespread activities. Word processing average number of web sites visited However, the rise of networked (80%), Internet access (75%), and e-mail a week has dropped to 12. However, computing and the increase in the power (70%) remain dominant (Fig 21). Half more experienced users do spend longer and capability of home PCs have not of PC owners play computer games, online and shop more frequently. More persuaded people to extend their use of although (surprisingly) our data does not than twice the number of surfers with 3 home computing. iSociety data suggests suggest a significant gender gap, with years plus experience spend more than that a majority of owners still use their 55% of men and 51% of women playing 5 hours online a week than new users PCs for little more than typing, browsing computer games at home. More (51% versus 24%). and mailing: a practical tool for everyday complicated functions – multi-media,

ISOCIETY JULY02 36 REALITY IT – TECHNOLOGY & EVERYDAY LIFE

CHAPTER 5/ MAJORITY PURSUITS – PCs Dial Up for Data – Home Internet Use

Fig 22. The Things People Do Online Internet activities at home and at work Work Doing research of any kind Home

Communicating with friends and family

Getting information about products to buy

Making purchases

Booking travel reservations or tickets

Getting news

Banking

Getting local entertainment information

Playing games

Communicating with business associates

Getting sports information

Online instant messaging

Listening to music as you would use a radio

Getting health information

Downloading music files

Getting information about TV shows

Reading an article from an online magazine

Watching video clips

Online chat rooms

Tracking share portfolios

Getting information about TV shows

Buying tickets for the cinema

Meeting new people with common interests

Bidding at an online auction

Other

Trading stocks and shares

0 10 20 30 40 50 60 70 80 90 SOURCE:ISOCIETY BASE:883/486 %

ISOCIETY JULY02 REALITY IT – TECHNOLOGY & EVERYDAY LIFE 37

CHAPTER 5/ MAJORITY PURSUITS – PCs Dial Up for Data – Home Internet Use

The beep and crackle of a connecting modem are familiar sounds in the modern household. We are close to being an online nation.

iSociety data suggests that 45% of the applications (Fig 22).‘Doing research capture, too.While one-third of respondents population now have Internet access at of any kind’ – cited by eight in ten Internet said they used the Internet to bank, most home.This data matches almost exactly users – covers a wide range of potential evidence suggests that only a much smaller the OFTEL Consumer Internet Survey, activities, some of which (of course) may proportion use these facilities in an active which suggests that 46% of UK homes are be less palatable than looking up holiday way.The EGG Internet report, which tracks connected, with half of the population destinations.What is clear is that a large financial use of the Internet, shows that connecting to the Internet ‘somewhere’ majority of Internet users actively seek among those who say they ‘bank online’ spending an average of nine hours a week information, products or services online. the most popular activities are passive: connected to the net.36 What, then, is News and sport are the most common viewing balances or checking statements.37 popping on to the nation’s screens? online information requests (37% and Such passive activities, as opposed to E-mails from friends, product evaluations 27% of users, respectively). Examples of paying bills or changing banking details, and general information are, according other types of information sought are are by far the most common. As yet, more to the iSociety survey. local entertainment information (31%) advanced and complicated activities are Seeking information (research) and and health information (22%). not being taken advantage of by most communication (particularly e-mail) retain Some of the other activities listed contain Internet users. their position as dominant Internet a high degree of straight information-

ISOCIETY JULY02 38 REALITY IT – TECHNOLOGY & EVERYDAY LIFE

CHAPTER 5/ MAJORITY PURSUITS – PCs Dial Up for Data – Home Internet Use

Fig 23. Web Wariness Reasons for not using the Web

% 40 35 30 25 20 15 10 5 0 privacy No need derstand No access Not for me Not for Trust and Don’t un Don’t SOURCE:ISOCIETY BASE:1014

The Internet is used heavily for one-third of employees say they spend topping the list of explanations (Fig 23). communication with friends and family time online at work sending and reading This is particularly true among older users. (and with colleagues when online in the messages from friends and family – exactly A recent PEW Internet study noted that office). E-mail is dominant, although one the same proportion who use e-mail at the barrier among older users was entirely in four have now used Instant Messaging home to communicate with work attitudinal, showing that most older people systems.This figure is boosted by colleagues. It is not clear from the data ‘do not use computers and do not think younger users, with half of those in whether these groups comprise the same they are missing out on anything by not the 16-24 age group using messaging people, who are now blending work and going online’.38 Lack of access was also cited systems. Of all users, 14% have been in home through ICT, but the closeness of by one-third of non-users, suggesting that a chat room in the last month, again the figures is suggestive. Government and commercial attempts to heavily slanted towards younger users. We must also not forget that the majority increase the number of public access points Four out of ten UK workers have used of the UK remain ‘Internet virgins’,but not, will drive up use. the Internet at some point during their as conventional wisdom suggests, because current jobs, with a similar pattern of of technical barriers or hostility. Once research and communication to those again, the Quiet Pragmatists outweigh the logging on at home (Fig 22). Just under Aversives, with a lack of perceived need

ISOCIETY JULY02 REALITY IT – TECHNOLOGY & EVERYDAY LIFE 39

CHAPTER 5/ MAJORITY PURSUITS – PCs Time Online

Can time spent online be bad for you? Early studies of heavy Internet users found various negative effects associated with spending too much time surfing:

decreased participation in community Time spent communicating online can increased much in the last couple of years, activity, fewer links with families and also augment traditional social networks with most users spending less than five increased feelings of depression. rather than replace them. Stanford hours per week.41 Although OFTEL Institutes now exist to study Internet professor, Norman Nie may argue that suggest that the average user spends addiction.The Internet paradox, claims the ‘the more hours people use the Internet, nine hours per week online,42 a minority title of one study, is ‘a social technology the less time they spend in contact with of very active users skew this figure. In that reduces social involvement and real human beings’, 40 this infers meeting fact, 20% of users account for 70% of psychological well-being’.39 Critics worry up for coffee is the only ‘real’ means of all time spent online.43 iSociety data that time surfing competes with time that communication. Most people, who spend suggests that 54% of Internet users could be used making friends or having time online, spend time talking with one spend less than three hours per week fun. However, time spent online can be well another. online, with only 16% spending more than spent; banking online is quicker than Fears that lonely ‘Internet junkies’ ten hours.This may sound substantial, but popping down to the local branch, populate digital UK seem unfounded.The hardly constitutes ‘Internet addiction’ or freeing up time rather than stealing it. average time spent online has not actually dependency.44 It compares favourably

ISOCIETY JULY02 40 REALITY IT – TECHNOLOGY & EVERYDAY LIFE

CHAPTER 5/ MAJORITY PURSUITS – PCs Time Online

to the UK average daily TV viewing time whose ‘TV viewing, game playing, and Pragmatists in character, spending of 3 hours and 41 minutes.45 Internet usage were all displaced by relatively small amounts of time online Research also suggests that spending spending time in the garden when the to achieve necessary tasks. It seems that time online does not tend to displace weather was good’.46 In short, patterns users quickly learn to surf with purpose other valuable (or even not so valuable of living change time allocation, while rather than wondering aimlessly around activities). A detailed study of technology ICT does not necessarily steal the time the web. No longer a post-modern and time use by Ben Anderson and of its users. playground of changing identities and Karina Tracey concluded that there was More experienced users do spend unknown frontiers, pragmatic users have no evidence to suggest that connected longer online, but they also use their time made the net an extension of their real- households spend ‘less time watching more effectively. (Interestingly, evidence world lives. Motivations for use, routed in TV,reading books, listening to the radio, suggests that users of broadband Internet everyday life, make for time well spent. or engaging in social activities within take advantage of fast always-on by the household’.Their research found that spending less time surfing, but doing so time allocation changed much more more effectively.)47 Although there are a dramatically when faced with traditional substantial minority of heavy Internet pressures, not least for one interviewee users, the majority are closest to Quiet

ISOCIETY JULY02 REALITY IT – TECHNOLOGY & EVERYDAY LIFE 41

CHAPTER 5/ MAJORITY PURSUITS – PCs E-mail – Unloved but in Demand

Internet pioneer, Michael Strangelove, claims that the Internet ‘is not about information, it is about communication’; and that anyone venturing online will find ‘a community of chronic communicators’. 48

This is not too great an exaggeration. as a primary reason for buying a home This reflects responses received during With over 200 billion sent last year, e-mail PC in the first place. iSociety’s discussion groups, suggesting is the favoured tool for any such chronic As with time spent on the Internet, that users had a mature understanding communication.The iSociety survey most home e-mail users actually send of the costs and benefits of e-mail use. shows that 48% of the UK population messages surprisingly sparingly.Three- Users value e-mail for its convenience, now use e-mail regularly either at home quarters of home e-mailers send on cost and speed, while also appreciating or at work. It is the third most popular average fewer than ten messages per its adaptability as a means of transferring use for home PCs, with 71% of home PC week, with around two in ten sending data or reaching a large number of owners using e-mail.49 Most importantly, only one (or less) Very few home users people. However, users also found it surveys suggest that e-mail is the most show the extensive e-mailing patterns less personal than face-to-face contact regularly used of all applications, with imagined by those concerned with (always the ideal), and worried about the users logging on daily to receive messages. information overload: under 5% of problems of badly thought out messages It is a honey-pot for the online experience: users send more than 50 e-mails a week. and SPAM. 39% of respondents cited access to e-mail

ISOCIETY JULY02 42 REALITY IT – TECHNOLOGY & EVERYDAY LIFE

CHAPTER 5/ MAJORITY PURSUITS – PCs E-mail – Unloved but in Demand

Fig 24. E-mail Underload Fig 25. You’ve Got Mail – Who we use e-mail to UK e-mail users average weekly e-mails sent from home and work communicate with (and communicate with most) Mail % 40.0 % 70.0 Mail most 35.0 60.0 30.0 50.0 25.0 40.0 20.0 30.0 15.0 20.0 10.0 10.0 5.0 0.0 0.0

12-56-10 11-15 16-20 21-3031-40 41-50 50 + Work Other Parent Friends Partner SOURCE:ISOCIETY BASE:837/507 Siblings Home er family

Work Oth Child/children SOURCE:ISOCIETY BASE:962

This pragmatic appreciation means that relatively few e-mails, with around four with 32% saying work colleagues. Contrary most users send and receive only when in ten users who began using e-mail in to the image given by Hollywood, in films necessary, rather than for their own sake. the last year sending, on average, 2-5 such as You’ve Got Mail and Bridget Jones As a recent study from the PEW Internet messages per week.This compares to Diary, modern relationships seem to be Research Centre argued, e-mail no longer around one in ten new users who send almost an e-mail free zone. Although dazzles its users. Rather it has ‘gone from more than 20 e-mails. Among long-time surveys suggest e-mail flirting is popular the remarkable to the reliable’,50 with e-mail users, the position is different, in offices,51 only 5% of users regularly users using it in a rational targeted with more than one-quarter of those e-mail their partners. manner. Indeed, as Figure 24 makes clear, who have e-mailed for five years sending Data collected for this survey does not extensive use of e-mail is clearly much more than 20 e-mails a week. solve the riddle of how the Internet impacts better suited to the workplace where Who receives all these e-mails? iSociety social networks.Yet the limited amount nearly one-quarter regularly pass the 50 data suggests that users send e-mails of time most people spend online e-mail mark. predominantly to friends and work is insufficient to make a significant There are reasons to think, however colleagues (Fig 25). When questioned difference to existing social networks, that the longer e-mail is used, the more about the most frequent recipient of while communication online seem to its benefits take hold. Newcomers send e-mail, 40% of respondents said friends reinforce existing ties (particularly looser

ISOCIETY JULY02 REALITY IT – TECHNOLOGY & EVERYDAY LIFE 43

CHAPTER 5/ MAJORITY PURSUITS – PCs E-mail – Unloved but in Demand

Fig 26. Talk or Type? ‘I would rather speak to someone than e-mail them’ Strongly agree 6% 54% Slightly agree 7% Neither agree/disagree Slightly disagree Strongly disagree

18%

15% SOURCE:ISOCIETY BASE:2006

ties, and those with people who live at great advantages of e-mail is that it allows distance).52 In spending more time on for ‘staggered’ communication, with each the net, people may trade some ‘strong’ party contributing when they have the face-to-face social bonds for looser time – so e-mail popularity could be ties online.Yet the Internet remains explained by increased time pressure. a supplementary communications (Surveys suggest that e-mail is a major technology in which time online, at best, contributor to such pressure, particularly builds ‘bonding’ social capital and, at at work.) Or could it be a profusion of worst, makes no difference to social impersonal digital communications makes networks at all.53 people idealise the ‘real’ communication of Despite high use of e-mail, people voices rather than typed lines? overwhelmingly say they would prefer to speak to someone (Fig 26).This finding is controversial: if people really prefer to talk, why are they not picking up the (possibly mobile) phone? One of the

ISOCIETY JULY02 44 REALITY IT – TECHNOLOGY & EVERYDAY LIFE

CHAPTER 6/ MOBILES AND MIDDLE ENGLAND Chapter 6 Mobiles and Middle England

The trill of a mobile phone is part of the soundtrack of everyday life. In just a few years, mobiles have progressed from elite status badges to become the medium for the masses.

Five years ago, first-class train carriages social classes and between genders, and the 65+ age group (Fig 27). were the ones chattering: now there are 17% of owners have a WAP-enabled phone With such high levels of ownership, the ‘mobile-free’ sections in first class, while (although the data does not reveal how room for further growth is shrinking. standard class is a symphony of sound. many of these have actually used the Recently, the most rapid increases in Middle England now carries a mobile. function). Some users own more than one mobile ownership have come in the 16- As an extension of an entrenched, well- phone.The image of the mobile phone 25 and 55+ age ranges – the ‘book ends’ understood existing technology (fixed- as a tool for the young is borne out in of age distribution – with nearly one- line phones), mobiles have faced few our survey data, with ownership among quarter of both groups having purchased consumer hurdles. 16-24-year-olds reaching a near-universal their first mobile phone within the last Of UK adults, 74% now own a mobile 95%. Even so, mobile phone ownership year, and half of them within the last two (Fig 1), with a fairly even distribution across has now passed the halfway mark among

ISOCIETY JULY02 REALITY IT – TECHNOLOGY & EVERYDAY LIFE 45

CHAPTER 6/ MOBILES AND MIDDLE ENGLAND Mobiles and Middle England

Fig 27. Motor Mouths Fig 28. Catching On, Catching Up Mobile phone ownership by age ‘How long have you had a mobile phone?’

Mobile phone with 16-24 WAP or GPRS % 100.0 % 28 25-55 90.0 Mobile phone without 26 55+ WAP or GPRS 80.0 24 70.0 22 60.0 20 50.0 18 40.0 16 30.0 14 20.0 12 10.0 10 0.0 <1yr 1-2 yrs2-3 yrs 3-5 yrs >5yrs

16 -24 25-34 35- 4445-54 55-64 65 + SOURCE:ISOCIETY BASE:1563 SOURCE:ISOCIETY BASE:1563

years. Figure 28 shows that the uptake of younger mobile users conform to the mobile phone ownership among those stereotype of heavy use and frequent outside the ‘book-ends’ groups actually chat, older users generally use their peaked five years ago, with 24% of mobiles sparingly. Recent survey people obtaining a first mobile at this evidence suggests that around half time. Conversely, for both 16-24-year-olds of those aged 45-65 ‘only switch their and the 55+ group, the rate has mobiles on once a week’54 – a level of increased in the last 2-3 years. However, mobile inactivity that would startle even we should note that these two ‘book- the most conservative younger user. end’ groups exhibit radically different An era of conspicuous communication patterns of mobile behaviour. While is not yet apparent for all mobile users.

ISOCIETY JULY02 46 REALITY IT – TECHNOLOGY & EVERYDAY LIFE

CHAPTER 6/ MOBILES AND MIDDLE ENGLAND Mobiles and Middle England

Box 6: ICT – Gender Rules? *Men profess higher levels of assurance when using technology, *Women spend less time on the Internet than men, but research with 56% of men saying they feel ‘very confident’,compared to suggests they use the time more effectively to shop, organise only one-third of women. travel and bank. Men also perform these tasks, but spend extra time browsing and downloading for fun.55 This is reflected in *The ownership gap between women and men is closing, but the fact that men make up two-thirds of heavy Internet users: differences in ICT use remain.Traditional gender roles often 21% of male surfers spend more than ten hours per week reappear, with female respondents almost twice as likely as online, compared to only 10% of women. men to cite ‘helping children’ as a motivating factor for purchasing a PC. Similarly, women are twice as likely as men to use mobile * Interactive gaming is no longer a purely male domain. Playing phones to contact their children while men are twice as likely to use games on PC remains male dominated: 61% of male PC owners mobile phones for work purposes.Women are also twice as likely play games compared to 45% of women. However, games on as men to text their children (19% versus 10%), while men are more DTV – the most popular interactive feature – are more likely to than twice as likely to text their work colleagues.This may explain be played by women, with 55% of women DTV subscribers why 68% of women, compared to 48% of men, strongly agree that against only 39% of men. DTV games are quicker, effortless children know more about technology than their parent. games of the ‘minesweeper’ variety.

ISOCIETY JULY02 REALITY IT – TECHNOLOGY & EVERYDAY LIFE 47

CHAPTER 6/ MOBILES AND MIDDLE ENGLAND Buying Mobile Phones

Fig 29. Friends, Fear, and Function

% 60 50 40 30 20 10 0 16-24 25-34 35-44 45-54 55-64 65+ SOURCE:ISOCIETY BASE:1563 Function Security Friends Work Gift

Pragmatism is once again the prevailing the over-65s. However, survey evidence as users grow older, with over half of those mood of the mobile phone purchaser. suggests that phones given as aged 55+ mentioning security as their Five dominant reasons are given for the presents are predominantly pre-pay, reason for buying a mobile.The need to purchase of a first mobile phone: and customers using them tend to have a mobile when ‘out and about’ is – Function. 41% of mobile owners make few calls.56 commensurately less important.Women needed to have access to a phone – Friends. 5% of users bought a mobile are also more likely to cite security issues when they were not able to access phone because many of their friends as a reason for buying a mobile phone: a landline. had and used one, including 14% of 49% mention it, compared to only 25% of – Security. 37% bought a phone for the16-24 age range. men.This backs up previous research that their personal safety and security. These figures vary most by the age of argued that women use mobile phones as – Work. 12% needed a phone for their purchasers. Figure 29 shows a clear ‘a form of “protection”from the potentially job, or were provided with one by example of how the ‘fun, function, fear’ threatening world around them’.57 The their employer. mindsets (see Chapter 3) play out in real influence of friends owning a mobile – and, – Gift – 10% of owners received their life. Buying a mobile for security reasons with it, the danger of exclusion from first phone as a gift, including 17% of becomes progressively more important

ISOCIETY JULY02 48 REALITY IT – TECHNOLOGY & EVERYDAY LIFE

CHAPTER 6/ MOBILES AND MIDDLE ENGLAND Buying Mobile Phones

Fig 30. One Liners ‘Why do you not own a mobile phone?’

% 50 40 30 20 10 0 Cost phone Inertia ‘No need’ ‘Not for me’ ‘Not for Work Understanding Health concerns SOURCE:ISOCIETY BASE:507

a social network – is most pressing on widespread availability of pre-pay the young. Generally, however, the desire tariffs58 have combined to make cost a to have access to a phone ‘anywhere’ factor for fewer than one in ten. However, remains the critical selling point. perhaps more surprisingly, widely The rapidly dwindling quarter of the publicised concerns about potential population who choose not to own a health risks associated with mobile mobile phone are similarly hard-headed. phone use barely registered. As Figure 30 shows, lack of need dominates once again, with nearly half of non-owners claiming mobile phones to be unnecessary. Falls in the cost of mobile calls and the

ISOCIETY JULY02 REALITY IT – TECHNOLOGY & EVERYDAY LIFE 49

CHAPTER 6/ MOBILES AND MIDDLE ENGLAND ‘I’m on the train – Mobile Phones and social Networks

Fig 31. Friends and Neighbours Who we use mobile phone to talk to (and talk to most) Talk to % 60 Talk to most 50 40 30 20 10 0 Work Other Parent Friends Partner Children er family Oth SOURCE:ISOCIETY BASE:1563

Mobile phones are now instruments of iSociety data confirms that mobile phones partners. More importantly, when asked social life, but who do we use them to call, do now map easily on to the existing social whom they called most frequently, how often do we call them, and do they networks of users. Figure 31 shows two respondents gave pre-eminence to their change the relationships we have? measures of mobile social ties, measuring loved ones: 32% of mobile phone users A recent study of gossip and mobile the groups of people called by mobile said they called their partners more than phones concluded that phone users, and the groups called most anyone else. mobile phones [allow] us to return to frequently. Given that most people have a However, these figures are by no means the more natural and humane number of friends, it is unsurprising that constant over the lifetime of any user. communication patterns of pre-industrial friends are the group contacted by most Figure 32 illustrates the groups of people society, when we lived in small, stable mobile users: 50% of mobile users use their called by mobile phone, and demonstrates communities, and enjoyed frequent phone to contact friends. how mobiles closely match life stages. ‘grooming talk’ with a tightly integrated However, the real story of the mobile The idea of mobile phones as the cipher social network... Mobile gossip restores phone seems to be the way it is being for a type of community regeneration – our sense of connection and community, used; not for gossip among friends, but involving frequent contact between a and... are a ‘social lifeline’ in a for intimacy between partners – 45% of social network – seems most likely to be fragmented and isolating world.59 mobile phone users use it to call their true of younger users. Over 80% of 16-24-

ISOCIETY JULY02 50 REALITY IT – TECHNOLOGY & EVERYDAY LIFE

CHAPTER 6/ MOBILES AND MIDDLE ENGLAND ‘I’m on the train – Mobile Phones and social Networks

Fig 32. Return Callers Calls made to different social networks (by age) Friends % 90 Spouse/partner 80 Work colleagues 70 Child/children Parent 60 50 40 30 20 10 0 16-24 25-3435-44 45-54 55-64 65+ SOURCE:ISOCIETY BASE:1563 SOURCE:ISOCIETY BASE:2006

year-olds use their mobile to talk to There are some significant differences by friends, a figure which declines steadily gender, with women almost twice as likely among older groups.Those of working as men to use mobile phones to contact age concentrate instead on partners and their children, and men twice as likely to colleagues. Finally, older mobile users use mobile phones for work purposes begin to use their mobile to contact (Box 6: Gender Rules?). children and other family members. In short, the mobile reflects the social networks we develop throughout life according to our life stages.

ISOCIETY JULY02 REALITY IT – TECHNOLOGY & EVERYDAY LIFE 51

CHAPTER 6/ MOBILES AND MIDDLE ENGLAND Frequently Dialled Numbers

Fig 33. Call IDs Frequency of mobile phone calls to different caller groups Partner % 40 Child 35 Friends Work 30 25 20 15 10 5 0 > Once Once a Twice a Once a < Once Twice a Every 6 > Every 6 a day day week week a week month months months SOURCE:ISOCIETY BASE:VARIOUS

Mobile phones are now synonymous several times a day. At the other extreme, with busy lifestyles and cultures of among respondents who used their mobile continuous communication, but which to call their children,‘a few times a week’ group in a social network are most was the most common frequency.The attuned to mobile life? Figure 33 charts general pattern shows that mobiles tend four key groups, and shows the frequency to be used for frequent conversations with of calls made to people in these groups roughly three-quarters of those who called among respondents who use their their partners, friends, or work colleagues mobiles to communicate with them. It doing so at least a couple of times a shows that work colleagues are the most week. However, there remains a stubborn demanding group, with more than one- minority of mobile phone users for whom third of those who use their mobile to the occasional call is the norm. communicate with colleagues doing so

ISOCIETY JULY02 52 REALITY IT – TECHNOLOGY & EVERYDAY LIFE

CHAPTER 6/ MOBILES AND MIDDLE ENGLAND Frequently Dialled Numbers

Fig 34. Mobile Mates Has use of mobile phones changed your relationships? Yes Friends No Work Don’t know Partner Parent Children Other family 0 20 40 60 80 100 % SOURCE:ISOCIETY BASE:1563

How do mobile phone calls and their individuals in an existing friendship, frequency affect relationships? iSociety work or family relationship. However, a asked mobile phone users whether they significant minority believe that their thought their relationships with various relationships with people have actually groups had changed (for better or for changed as a result of using mobile worse) since they began talking to them phones (Fig 34).This was especially true on a mobile phone.The majority of of friendships, with one-third of those who people believe, in Quiet Pragmatist use their phones to communicate with mode, that mobiles are simply a new friends saying that those relationships form of communication between had changed as a result.

ISOCIETY JULY02 REALITY IT – TECHNOLOGY & EVERYDAY LIFE 53

CHAPTER 6/ MOBILES AND MIDDLE ENGLAND Text Messages – The Joy of Text

Fig 35. Wht R We Up 2? UK mobile phone users average SMS sent per week

% 50 45 40 35 30 25 20 15 10 5 0 None 1-5 6-10 11-15 16-2021-30 31-40 41-50 50+ SMS per week SOURCE:ISOCIETY BASE:1563

The under-25s are all thumbs, according to with two out of three people who send recent research - with fingers having been text messages starting in the last two overtaken by thumbs as their strongest years. Despite this, as of April 2002, and most dextrous digits.60 The reason Britons sent 44 million text messages for this change is the least-expected daily, with predictions of 16 billion development in the ICT revolution: text messages for 2002.61 Manufacturers messages. have responded to this popularity by The Short Message System (SMS), beginning to market phones with originally designed for network operators QWERTY keyboards. to send technical data to users’ SIM cards, This numerical popularity is unevenly has exploded into a global phenomenon spread. As Figure 34 shows, 47% of in which mobile phone owners are mobile phone users have never sent an discovering and exploring the potential of SMS. Conversely, 13% of mobile phone the text message. It is also relatively recent, users send more than 20 texts a week.

ISOCIETY JULY02 54 REALITY IT – TECHNOLOGY & EVERYDAY LIFE

CHAPTER 6/ MOBILES AND MIDDLE ENGLAND Text Messages – The Joy of Text

Fig 36. Teen Text Younger and older mobile phone users average SMS sent per week 16-24 % 100 Average 90 65+ 80 70 60 50 40 30 20 10 0 None 1-5 6-10 11-15 16-2021-30 31-40 41-50 50+ SMS per week SOURCE:ISOCIETY BASE:825

SMS shows the ICT age bias at its most found that the majority of 45-65-year-olds dramatic: text messaging is lauded by the had never sent a message, although two- young, but lost on the old with 90% of thirds (67%) would like to, and a further mobile phone users aged 65+ having one-third (32%) did not know that their never sent a text message, compared to a phone offers a text messaging service.62 mere 7% of 16-24-year-olds.The figures are only slightly less dramatic for among 45- 54-year-olds (52%) and 55-64-year-olds (80%).These figures match closely a recent poll among older mobile users, which

ISOCIETY JULY02 ISOCIETY JULY02ISOCIETY esgst hi pue,while61%of messages to theirspouses, mobile owners inEurope send text found thatonly24%ofmarried Siemens, Recent research by mobilemanufacturer, text evidence suggeststhatthosewho survey oftheagebias, because Again, partners. one-third ofusersregularly their texting withonly islesspopular, between partners SMS theirfriends. text of thosewhotext, 69% in theUKare sentbetween friends: sent vast oftexts majority are different.The ofthesamedevice,being anintegral part despite SMS, family)exclusively. group (i.e. rarely one beingusedto contact users, mirror thesocialnetworks ofindividual Mo IT REALITY Mess Fig Fig UK SMSusersandsocialnetworks % bile phonecallingpatterns closely 37. Text wi Text with Text partners are likely notto are likely bemarried.partners 10 20 30 40 50 60 70 80 0 ages andMates Text Targets Text – EHOOY&EEYA LIFE EVERYDAY & TECHNOLOGY th most Friends

Partner

Other family Child

Work

Siblings

Parent nearly eightoutoften 16-24-year-olds use Figure 37shows that the SMSdemographic. the dominance ofyounger usersamong most frequently. theirfriends text half ofthosewhotext, More than not occurwithSMS(Fig 36). con the mostfrequentrecipientpointof profile changed so the users whotheycalledmostregularly, ever sendingamessageto agrandparent. with fewer thanone inahundred texters text is recipient partners. unmarried peopleinrelationships their text Other The fo The mobilephone asked When iSociety at oee,thesamepattern does However, tact.

SOURCE:ISOCIETY BASE:825 cus onfriendshipisexplainedby 63 No othergroup ofpotential Fig 38. Fig Changing profile ofSMSrecipients amongolderusers % 10 20 30 40 50 60 70 80 90 0 ed by more Tex ting Times that partners became that partners 16-24

than oneinten, 53 54 45-54 35-44 25-34 their work colleagues. (20%versustwice aslikely 7%)to text v asmento theirchildren (19% text as likely women are almost twice not substantial, their children.use itto contact 30% ofthose45-54-year-olds whouseSMS, For instance, wider range ofsocialgroups. to useSMSoccasionallytolikely a text they are muchmore friendship networks, Instead ofanexclusive concentration of use SMS quite differently. use itatall, if they texters, Older narrowest audience. to but the people are theheaviest texters, anyuse itto contact othergroup.Young andrarely (ifever) friends, SMS to contact ru 0) whilemen are more than ersus 10%), lhuh vrl,genderdifferences are overall, Although, HPE /MBLSADMDL ENGLAND MIDDLE AND MOBILES 6/ CHAPTER

SOURCE:ISOCIETY BASE:825 Other Work Othe Child Partner Friends r family 55 56 REALITY IT – TECHNOLOGY & EVERYDAY LIFE

CHAPTER 7/ KICKS AND FLICKS – DIGITAL TELEVISION (DTV) Chapter 7 Kicks and Flicks – Digital Television (DTV)

DTV enthusiasts see interactive TV as a Trojan horse for the digital revolution. For those unwilling or unable to buy a PC, the prospect of greatly increased channel choice combined with interactive services will, it is hoped, gradually make users more comfortable with the type of activity traditionally associated with the Internet.

Television, traditionally a medium digital in the three years since the service TV as an interactive medium.Whereas PCs associated with passive consumption of was introduced: but the only ‘interactive’ are viewed as information tools (and a programming will change to become service that half have used is the electronic logical choice for Internet access), people an active – and interactive – experience. programme guide (EPG). iSociety data expect their TV to provide entertainment The UK is among the top markets for suggests that, while DTV is taking off, the only.The biggest driver for digital adoption uptake of DTV, with more than four in ten associated changes in behaviour are not has been improved picture quality and a users having switched from analogue to happening. Consumers do not yet see their greater choice of channels.

ISOCIETY JULY02 REALITY IT – TECHNOLOGY & EVERYDAY LIFE 57

CHAPTER 7/ KICKS AND FLICKS – DIGITAL TELEVISION (DTV) DTV Domiciles

Fig 39. Gone Digital ? Fig 40. Reverse Digital Divide UK home DTV subscription and access (by age) UK home DTV access by social class Subscribe % 60 Access at home % 60 50 50 40 40 30 30 20 20 10 10 0 0 16-2425-3435-4445-5455-64 65+ AB C1 C2 DE SOURCE:ISOCIETY BASE:ALL DTV (711) SOURCE:ISOCIETY BASE:711

The collapse of ITV Digital combined with Internet access. groups AB and C1, but DTV is nearly twice continuing financial difficulties suffered by DTV is a communal technology, with as popular among C2 and DE households. UK Cable operators gives the impression more people having access than subscribe This does not mean that DTV and PC-based of a DTV sector in trouble. In fact, the themselves. In particular, this reflects young Internet are rival technologies. Instead, opposite is the case.The UK remains the people living with their parents or living in research for the Independent Television world's leading DTV market: iSociety data shared or student accommodation (Fig 38). Commission suggests that 48% of homes indicates that 41% of the UK population Much as with PC access, penetration is with multi-channel TV also have Internet have access to a DTV package at home.The highest among the 35-44 age group. access, compared with 27% of homes with rise is not explained entirely by the natural Although older people watch more TV Channels 1-5.65 This is largely because replacement cycle for TVs, which is thought than any other age group,64 only 20% of the devices are functionally separate, to be around 8-10 years. Rather, it reflects those over 65 have home access to DTV. with Internet users not looking to their the success of Sky Television’s strategy to DTV access does not follow the same interactive TVs to provide Internet access. upgrade its existing analogue subscriber class gradient as other ICT products: social This presents a problem – post ITV Digital – base to digital. Given that DTV was first group C2 leads the adoption curve.This for the marketing of new set-top box made commercially available only in 1998, reflects the popularity of sport and movie systems that analysts hope will prove a it remains a remarkable achievement. channels as drivers to adoption among this cheap and popular method of switching Although the level of interactivity available group. However, social class DE lags only a from analogue. Such set-top boxes are through TV is significantly less than would short distance behind.This is particularly potentially popular only among the same be expected by Internet users, current important: it balances the class profile of young and C1/C2 families who have trends suggest that DTV will soon be interactive technologies. Internet access far already upgraded to digital.66 available in more homes than PC-based outweighs DTV ownership among social

ISOCIETY JULY02 58 HPE /KICKS 7/ ANDCHAPTER channels astheirreason (62%): to citemost likely increased choice in were the actually interactive services, assumed to bemore interested in Young irrelevant to thepurchasing decision. Interactive features were notably sport. desire to of content, access specifictypes followed by a are morechannelchoice, over they buyitfor more ofthesame.The Peop Deci Main reason for UK DTV subscriptions Main reason for UKDTV Fig 41. Fig % 10 20 30 40 50 60 whelming reasons for buyingdigital le do not buy DTV for somethingnew; le donotbuyDTV ding onDigital 0 rues whomighthave been er users, Channel Hunger More channels Sport

Children FLICKS –DIGITAL (DTV) TELEVISION Improved picture Film Improved sound Internet access Interactive services

SOURCE:ISOCIETY BASE:711 Reasons given for notsubscribingto DTV Fig 42. Fig Those choosing Those important thanfor PCs. important less although as for mobilephones, Cost istwice ashighahurdle upgraded. analogue satellite subscribershad adoptionslowed once existing of DTV may explainwhy therate adoption.This barrierto channels tocreate apowerful contentme consumer alackofneedcombines with platforms, re lack ofneedonce againtopping the with show QuietPragmatist sensibilities, % asons (Fig 42). Unlike otherinteractive Unlike asons (Fig 42). 15 20 25 30 35 0 5 Denying Digital No need Happy with existing service

not to upgrade to DTV Too expensive

nt for existing ‘Not for me’ Don’t understand it

SOURCE:ISOCIETY BASE:1292 REALITY IT IT REALITY – EHOOY&EEYA LIFE EVERYDAY & TECHNOLOGY ISOCIETY JULY02ISOCIETY REALITY IT – TECHNOLOGY & EVERYDAY LIFE 59

CHAPTER 7/ KICKS AND FLICKS – DIGITAL TELEVISION (DTV) Purchasing Passivity

Fig 43. Talking with the TV Interactive features accessed on DTV

% 70 60 50 40 30 20 10 0 ood mme F Games ra Betting Banking features Shopping Prog SOURCE:ISOCIETY BASE:415

The much-vaunted interactivity of partner (22%) had used these features. Impervious to the rhetoric of the most DTV remains tangential to its appeal, Of those features that had been accessed, excitable cyber-enthusiasts, ordinary as suggested by the reasons given for games and TV listing services were most people – Quiet Pragmatists – are tuning purchase.There is little evidence that this mentioned (Fig 43). More advanced in to watch a movie, or the big match. attitude changes once people actually interactive services are much less popular: Younger users identify another problem: have DTV in the home. iSociety data TV banking,ordering food (take-away), and Interactive TV is seen as ‘computers for suggests there is some small-scale gambling services had all been tried by dummies’.The interactive services as experimentation with interactive features fewer than one in ten households. inadequate, particularly as they tend to but, by and large, people simply use DTV The penetration of DTV into the mirror services already available online. as MTV (more TV). nation’s homes has not been matched This is compounded by the deliberately Of respondents, 42% thought that no by its promise as a new entry point to the simplistic layout of the DTV interface, one in their household had ever used world of the Internet. On this score, at least, which is designed both to be read at interactive features, and just one-quarter the PC reigns supreme. Once again, the distance, and to be understood by those had tried them themselves.The remainder attitude of typical consumers has been who are not used to interactive features. said that either their children (22%) or their shown to be down-to-earth in the extreme.

ISOCIETY JULY02 60 REALITY IT – TECHNOLOGY & EVERYDAY LIFE

CHAPTER 7/ KICKS AND FLICKS – DIGITAL TELEVISION (DTV) Purchasing Passivity

Box 7: DTV – Not in Front of the Children *Slow take-up of interactive services on TV is partly explained by user’s desire for personal privacy.Television is not a private technology. Online activists frequently worry about the potential of ICT to compromise the privacy of users. However, the type of privacy that concerns everyday users has little to do with the possibility of insecure network connections and everything to do with an insecure living room. Certain activities requiring privacy or discretion translate badly to a large TV with an interface visible at distance (across a room). For parents, it also limits its appeal as a transactional medium. iSociety’s discussion groups revealed that parents, in particular, felt uneasy doing banking on a TV in front of other family members. *For children, the privacy issues lessen DTV’s appeal as a communications medium, because e-mails or IMs would be visible to others (i.e. parents).This follows a pattern in which anonymous technologies tend to be favoured by the young. One-quarter of Internet users claim to have used chat rooms, but this number substantially decreases after age 25. The overwhelming portion of chat room interaction is with anonymous others whose identities remain unknown.

ISOCIETY JULY02 REALITY IT – TECHNOLOGY & EVERYDAY LIFE 61

CHAPTER 8/ CONCLUSION – THE INVENTION OF CONVENTION Chapter 8 Conclusion – The Invention of Convention

No matter how wild we think our inventions might be, they can never match the PAUL AUSTER 67 unpredictability of what the real world continually spews forth.This lesson seems inescapable to me now. Anything can happen. And one way or another, it does.67

Dynamic,clear-cut change is wonderful for pragmatism as by transparent technological quickly, and people become attached researchers. Causal connections are easily possibilities. Our attitudes, lives and to the experience. Forthcoming made, conclusions easily drawn. For a while actions open slowly; each step, in turn, generations are growing up digital. at least, many thought the impact of ICT on brings possibilities for faster change. –Tipping points exist. ICT products such our lives would fit this bill perfectly. As Bard The ICT story feels like a cautious as PCs and mobiles are generating and Soderqvist argue: quickstep – slow steps outnumbering network effects through the sheer fast in a natural cycle of use, acceptance weight of ownership. Technology may be accelerating with and reinvention. –The unexpected occurs.The breathtaking speed, but we humans are All revolutions require a particular set consequences of ICT ownership are slow’...History shows that every major of necessary preconditions; a range of frequently unintended and unforeseen. new technology has, for better or factors – social, economic and cultural – Even individuals tend to predict their worse,‘done its own thing’,completely coinciding and conspiring to reshape the own personal use of ICT incorrectly. independently of what its originators order of things.This report suggests that Once we embrace a technology, we had imagined.68 the necessary preconditions for the ICT begin defining ourselves in relation to RealityIT shows the current dimensions revolution are gradually falling into place: it what we accept, welcome and resist. of change to be less clear-cut, shaped –The young get it. If something starts In so doing, we rarely end up using as much by the slow drag of human out as fun, learning takes place more it less.

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CHAPTER 8/ CONCLUSION – THE INVENTION OF CONVENTION The Invention of Convention

Meaningful relationships with ICT products develop – or are convinced of – a keener traditions. Innovation of tradition remains are emerging, but they are embedded sense of ‘technological need’ and a more the inescapable partner to the invention in the mundane and practical warp of intuitive acceptance of its appropriateness. of new technologies. Reinventing social everyday life.The Internet has been It may be that ICT products are creating etiquette (especially in areas like e-mail described as the ‘pervasive infrastructure’ new theoretical infrastructures.Without a and mobile phones) is made possible of our lives. RealityIT suggests this is, as pervasive need for them, it matters little. by new technology, but it is also made yet, a half-truth applicable only in clearly When consumers are convinced they necessary by new technology. New defined zones of living.These zones require ICT products, changes in social life technology requires conventions and include both critical activities requiring are inevitable, if not predictable. After all, traditions for its success, but establishing high information turnover and high- technologies do have a social impact, those conventions and traditions is one volume social and work networks requiring as the age-old examples of the clock and area where manufacturers and marketers extensive levels of communication. locomotive make clear. ICT will change the play second fiddle part in.The invention However, the next stage of development structures of everyday social life, but it will of convention is controlled by users. depends on the extent to which people do so only through the invention of new

ISOCIETY JULY02 REALITY IT – TECHNOLOGY & EVERYDAY LIFE 63

CHAPTER 8/ CONCLUSION – THE INVENTION OF CONVENTION The Invention of Convention

RealityIT puts real people at the centre The challenge for the iSociety project in fully fledged participants in digital society of the ICT story: the centrality of Quiet years 2, 3 and beyond is to dig deeper – – or (at best) pragmatic Enthusiasts, Pragmatists in understanding ICT uptake; into the meaning and symbolism of ICT; genuinely captivated and liberated by the socialisation of technology rather the environments and contexts in which the transforming possibilities of ICT, and than the creation of a ‘technological ICT can best flourish; into wired work and expert at the realistic application of ICT society’ – and therefore underlines the wired life; into how fear can be overtaken to their lives. need for anthropologists, sociologists by fun and functionalism. We aim to and psychologists to be invited to the discover how governments and businesses ICT research party, not just the techno- can work to ensure that those currently enthusiasts. outside the iSociety can (at worst) become Quiet Pragmatists – informed, critical, but

ISOCIETY JULY02 64 REALITY IT – TECHNOLOGY & EVERYDAY LIFE

Endnotes

1 M. HEIDEGGER (1978) Being and Time, London: Blackwell, p. 101. 25 the_dr (2002) ‘A Short History of The Bootleg’ 47 McKinsey Quarterly, What do Broadband Consumers Want?, 2 W. GIBSON (1984) Neuromancer, London: Voyager. http://boomselection.n3.net Quarter 4 2001.The research finds that American broadband users use more applications (e-mail, chat, messaging, 3 S. PLANT (1997) Zeroes and Ones, London: Fourth Estate. 26 www.arktikos.com downloading music) that benefit from being always-on, but 27 www.salon.com/ent/movies/feature/2001/11/05/phantom_edit/print.html 4 D. LYON (1997) The Electronic Eye:The rise of the surveillance spend less of their time surfing the web. society, Cambridge: Polity. 28 ‘Refresh – The Art of the Screensaver’ ran at the ICA in late 2001 48 M. STEVENSON (1994) ‘The Internet, Electric Gaia and the (www.newmediacentre.com/screensavers). Dialtones, 5 S.TURKLE (1996) Life on the Screen, London: Wiedenfield Rise of the Uncensored Self’, Computer-Mediated A Telesymphony can be found at www.flong.com/telesymphony. and Nicholson. Communication Magazine, 1(5), September, 11. 29 The program can be downloaded from 6 H. RHEINGOLD (1994) The Virtual Community, London: 49 This figure may underplay the true popularity of e-mail. Survey www.e-2.org/word_perhect.html. Secker and Warburg. evidence from the USA and UK consistently reports that e-mail 7 H. RHEINGOLD (ibid.) 30 D. COYLE AND D. QUAH (2002) Benchmarking the New Economy, is used more frequently than the WWW when online. London:The Work Foundation. 8Quoted in Financial Times, 24-25 June 2000 50 J. HORRIGAN (2002) Getting Serious Online, Pew Internet and 31 CHAID (chi-squared automatic interaction detector) is a statistical American Life Project. 9 D. CHANDLER (1995) ‘Technological Determinism’ technique used to establish interaction between different www.aber.ac.uk/media/Documents/tecdet/tecdet.html 51 ‘Nearly Half of Workers Send Flirtatious E-Mail While on the variables. It establishes relationships between the dependent Job and 36 Percent in Committed Relationships Flirt On-line’ – 10 W. ORLIKOWSKI (1999) ‘The Truth is Not Out There: variable (in this case, confidence in using technology) and other survey conducted by Terra Lycos, February 2001. An enacted view of the ‘digital economy’, explanatory variables (in this case, the number of technologies Sloan Institute of Management / MIT, monograph. owned). 52 These conclusions reflect finding in A. FRANZEN (1999) Does the Internet Make Us Lonely? available at 11 Which? Internet Survey (2001) available at 32 General Household Survey, 2000, Office for National Statistics. http://www.soz.unibe.ch/personal/franzen/lonely.pdf http://www.which.net/surveys/intro.htm 33 Data 1991-99 taken from British Household Panel Survey; 53 B. WELLMAN (2001) ‘Does the Internet increase, decrease, 12 Jupiter MMXI, June 2001.The four companies were AOL Time Data 2000/01 taken from iSociety. or supplement social capital?’ American Behavioural Scientist, Warner (32%), Microsoft (7.5%),Yahoo (7.2%) and Napster (3.6%). 34 J. GERSHUNY (2002) Web-use and Net-nerds: A Neo-Functionalist 45(3), 450. 13 Performance and Innovation Unit (1999) Analysis of the Impact of Information Technology in the Home, 54 The Independent, 12 April 2002 [email protected], September. ISER Working Papers, No 2002-1. 55 Jupiter MMXI Research, March 2001 14 Figure 2 gives the five most common reasons for not owning a 35 Details of the PC’s launch are available at given piece of technology. Each of the five categories are http://www.bricklin.com/ibmpcannouncement1981.html 56 Consumers’ use of mobile telephony – OFTEL residential composite indicators taken from questionnaire answers. survey, February 2002 36 Consumers’ use of the Internet – OFTEL residential survey, ‘Cost’ measures the response ‘Too expensive to buy’ February 2002. 57 K. FOX (2001), Evolution, Alienation and Gossip The role ‘Need’ measures the responses ‘I have no need to use one at of mobile telecommunications in the 21st century, Oxford: 37 Egg/MORI ‘Embracing Technology’ Report, February 2002. home’ and ‘I am satisfied with the service I have’.‘Appropriate’ Social Issues Research Centre. measures the responses ‘they are not for people like me’ 38 S. FOX (2002) Wired Seniors: A Fervent Few, Inspired by 58 67% of mobile customers use a pay-as-you-go phone. ‘Inertia’ measures the response ‘I never got round to buying one’ Family Ties, Pew Internet and American Life Project. Consumers’ use of mobile telephony – OFTEL residential survey, ‘Understanding’ measures the response ‘I don’t understand them’. 39 R. KRAUT,V. LUNDMARK, M. PATTERSON, S. KIESLER, February 2002. 15 Dr Ben Williams interviewed on BBCi Go Digital, June 2002 T. MUKOPADHYAY AND W. SCHERLIS (1998) ‘Internet Paradox: 59 K. FOX (ibid) 16 M. CASTELLS:(2001) The Internet Galaxy: Reflections on the A social technology that reduces social involvement and 60 The Observer, 24 March 2002, p. 1 Internet, business and society, Oxford: OUP psychological well-being?’ American Psychologist, 53(9), 1017-31. 61 Mobile Data Association, April 2002 available at 17 http://www.alicebot.org/articles/wallace/curve.html 40 N. NIE AND L. ERBING (2000) SIQSS Internet and Society Study available at http://www.text.it/pressroom/newsdisplay.asp?click=70 18 ‘The Playboy Interview: Marshall McLuhan’,Playboy Magazine, http://www.stanford.edu/group/siqss/Press_Release/InternetStudy.html 62 The Independent, 12 April 2002. March 1969.This is only part of the answer because as we know, not all technologies are equally distributed or accessible. 41 Which? Internet Survey (2001) available at 63 Siemens Mobile Research, February 2002. http://www.which.net/surveys/intro.html 19 Quoted from http://www.hackerethic.org/preface.html 64 R.TOWLER (2001) The Public’s View 2001, 42 Consumers’ use of the Internet – OFTEL residential survey, The Independent Television Commission, p. 9. 20 Good examples include the Gameboy PocketNoise February 2002. (http://sue.mi.cz/pocketnoise) and Nanoloop, a real-time 65 R.TOWLER (ibid), p. 12 sound editor (www.nanoloop.de). 43 Jupiter MMXI, October 2001. 66 http://www.tvmeetstheweb.com/news/shownews.asp?ArticleID=9419 21 A large collection of customised machines can be found 44 See, for instance, K.YOUNG (1997) Addictive Use Of The Internet: 67 P. AU S T E R (1992) Leviathan, London: Faber A Case That Breaks The Stereotype Psychological Reports, at www.carrionsound.com/speak.html 68 A. BARD AND J. SODERQVIST (2002) Netocracy – the new power 79, 79 (3, Pt 1), 899-902. 22 ‘Hack Furby Challenge Won!’,www.afu.com/fur.html elite and life after capitalism, London: Reuteurs, p17. 45 ITC figures quoted in ‘How do They Do It’, The Guardian, 23 Early pioneers of sampling include Negativland, John Oswald 19 November 2001. and the KLF - as well as the first practitioners of Hip Hop. For an excellent summary of sampling/ borrowing (and some 46 B. ANDERSON AND K. TRACEY (2001) ‘The impact quality re-workings of the popular and classical canons), (or otherwise) of the Internet on everyday life’, American see www.plunderphonics.com. Psychologist, 53(9), 471. 24 N. STRAUSS (2002) ‘Spreading by the Web, Pop’s Bootleg Remix’, New York Times, 9 May

ISOCIETY JULY02 REALITY IT – TECHNOLOGY & EVERYDAY LIFE 65

First published in 2002 by The Work Foundation

© The Work Foundation 2002

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ISOCIETY MAY02 ISOCIETY JULY02 REALITY IT – TECHNOLOGY & EVERYDAY LIFE

RealityIT – Technology and Everyday Life Interactive technology has moved swiftly into British homes over the last decade. But has it changed the lives of those who live there? RealityIT, a major survey of the use and adoption of digital technology in the UK, provides many of the answers.

RealityIT About iSociety Authors

Looking at a range of different digital The relationship between information James Crabtree runs the iSociety project devices and functions, the report technology and how it affects our at the Work Foundation challenges the conventional assumption behaviour in the way we live and work Max Nathan runs a research programme that technology changes lives in and is the single most critical social and on space and place at the Work Foundation of itself. Instead the authors argue that economic issue of our time. Designed to understand the impact of ICT, we need to assess the genuine effects of new Richard Reeves is a writer, and Director to look at the way users and consumers technologies, iSociety is an independent, of Hauver Reeves Associates. ‘tame’ technology to fit into the patterns definitive analysis of the impact of ICT of their own lives.The report also contains on our lives, today and in the future. Run latest figures for ownership and use of all within the Research Department of the major interactive technologies among the Work Foundation, and supported by UK population. Microsoft and PricewaterhouseCoopers, it aims to establish the ‘deep-impact’ changes caused by the widespread diffusion of ICTs on work and society. Peter Runge House 3 Carlton House Terrace, London SW1Y 5DG telephone +44 0 20 7479 1000 facsimile +44 0 20 7479 1111 www.theworkfoundation.com/research/isociety www.theworkfoundation.com

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