Adults' media literacy

29 April 2021

Ofcom’s regular research into adults’ media literacy gives detailed evidence on media use, attitudes and understanding among UK adults aged 16+. It covers TV, radio, mobile phones, games, and the internet, with a particular focus on the latter.

Media literacy enables people to have the skills, knowledge and understanding they need to make full use of the opportunities presented both by traditional and by new communications services. Media literacy also helps people to manage content and communications, and protect themselves and their families from the potential risks associated with using these services.

Adults' media use and attitudes

Drawing largely on Ofcom's quantitative Adults’ Media Literacy Tracker, this report provides evidence on media use, attitudes and understanding among UK adults aged 16 and over. This report also draws on our qualitative Adults’ Media Lives research, quantitative Technology Tracker CATI omnibus survey and quantitative Digital Exclusion Survey to provide an over-arching narrative on the key themes of adults’ media experience in 2020. The report is a reference document for industry, stakeholders and the general public.

Adults' Media Lives

Adults’ Media Lives is a 16-year ethnographic video qualitative study which aims to give a human face to the data. The study tracks the changing nature of individuals' relationship with digital media – how it fits into their lives, what motivates them to adopt new technology and learn new skills, their usage habits, levels of understanding, issues and concerns. Using a small sample of 18 people, this study it is not a nationally representative sample and the results should be taken as indicative and illustrative.