How people assess online content and services

05 November 2009

The main purpose of this exploratory qualitative research is to examine how people assess the veracity, trustworthiness, independence and balance of online content and services. A secondary purpose is to explore how perceptions about the presence or absence of online regulation may underpin or influence peoples online behaviour.

Overall, 122 people took part in the study which comprised group discussions, a diary study with follow-up interviews, and an eye-tracking exercise. The sample included a variety of home internet users: from light to heavy users, and recent adopters to long-term, everyday users of online content.

Full report

How people assess online content and services (PDF, 407.6 KB)
An exploratory qualitative research report for Ofcom by DUCKFoOT Research Ltd.