This multi-stage, mixed-methods research, conducted as part of our media literacy programme of work, explores the experiences of adults and children aged 13-17 who use online communities. Our aim in conducting this research was to understand more about what users of online communities gain from them, where they encounter problems, and which service levers help or harm participation and wellbeing.
Note: This research was commissioned and conducted prior to the government consultation, Growing up in the Online World, and the announcement of the outcome. The findings should be read in this context. The views expressed are those of the participants and not of Ofcom,YouGov or Beano Brain.
Ofcom has statutory duties to promote, and to carry out research into, media literacy. This research was commissioned to support Ofcom’s work in engaging platforms, who play a key role in fostering media literacy among their audiences.
The research explored with participants how online services can support flourishing in online communities through design, governance and community features, not just content moderation.
The research reports below set out detailed findings from our research with adults and children aged 13-17.
What ‘persuasive design’ means in this research
Persuasive design refers to the design features of an online service that can influence user behaviour. Examples of the behaviour that can be influenced include making a purchase, signing up for a service, increasing engagement, or viewing support materials or safety settings. These features are often distinct from, but can be embedded within, core usability elements of service design intended primarily to enable access and navigation, such as filters, login processes and information architecture.
In these reports, we use the term persuasive design as a way of describing the various elements of service design that were discussed in the research as shaping participants’ experiences of online communities. The term persuasive design was not used with participants during recruitment or fieldwork.
The research finds that usage of online communities is prevalent among both adults and children, with over three quarters of UK adults (79%) and 13-17 year olds (78%) saying they have ever used an online community. Both adults and children perceive social benefits in participating in online communities, however, users also identify downsides, and both groups wanted meaningful control over their experience in online communities.
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