Media Use in the Age of Web 2.0

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Media Use in the Age of „Web 2.0“

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1. Study Objectives and Design2. The Two Dimensions of „Web 2.0“3. „Web 2.0“ in Numbers4. Typology of „Web 2.0“ Users5. Impact of „Web 2.0“ on General Media Use

Synopsis

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Synopsis


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Sample

phase 1: interviews of experts

- „A-List-Blogger“ and „A-List-Podcaster“

phase 2 and 3: focus groups and online survey

with private „Web 2.0“ users

- regular use of „Web 2.0“ applications in a private context:

photo and video community, social networking sites,

blogs, podcasts, wikis

- focus on use of media: e-commerce sites like Ebay are not

explicitly included

active/passive participation

- passive participation: participating more than two times a week

- active participation: participating more than two times a week

posting own entries more than ones in a month

commenting more than five times in a month

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Design

phase 1: interviews of experts

- interviews (n=9) with „A-List-Blogger“ and podcaster in

Berlin, Heidelberg, Walldorf and Munich

phase 2: focus groups

- 12 focus groups (n=72) with „Web 2.0“ users participate in six

predefined application types, active and passive;

in Mannheim and in Cologne

phase 3: online survey

- online survey (n=501) among „Web 2.0“ users

of the six application types

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Synopsis


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Two Dimensions of Web Use ...

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... As a Definition of „Web 2.0“

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Synopsis


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„Web 2.0“ in Numbers

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„Web 2.0“ in Numbers

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Synopsis


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Typology of „Web 2.0“ Users

producer

- primarily wants to publish

- content is largely congruent

with classical media

content

examples

- opinion blogs

- podcasts

- musicians

- photographers etc.

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self-promoter

- wants to represent

him- or herself

examples

- weblog/online diary

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special interest expert

- primarily wants to publish

of or communicate about

a special interest, i.e.

hobby broad spectrum of

subjects

examples

- mountainbiker‘s trail videos

on YouTube

- firemen, distributing

YouTube videos on blogs

- allergic person writing for a

cooking blog

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distinguished user

- Combines characteristics

of „Producer“,

„Self-Promoter“,

„Networker“ and

„Special Interest Expert“

examples

- „A-List-Blogger“

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communicator

- tight link between use of

media and communication

- communication because of,

about and sometimes

through the media

examples

- readers discussing blogs

- posting and commenting

on YouTube videos

- media remixes/mash-ups

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information seeker

- observing use of „Web 2.0“

applications, mainly for

informational purposes

examples

- readers of Wikipedia

- user reading but not

commenting on a blog

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entertainment seeker

- observing use of „Web 2.0“

applications, mainly for

entertainment purposes

examples

- „YouTube-Audience“

user reading but not

commenting on a blog

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Synopsis


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Impact of „Web 2.0“ on General Media Use

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Impact of „Web 2.0“ on General Media Use

integration of media into the web communication, i.e.

- forwarding

- commenting

- mash-ups/remixes

- communication through

media (video commentary,

audio commentary etc.)

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Contact

result gmbhSubbelrather Straße 1550823 KölnGermanyTel. +49 (0)221/952971-0Fax +49 (0)221/[email protected]

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Media Use in the Age of Web 2.0

Business

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