Adults' media use and attitudes
The annual adults’ media use and attitudes report provides evidence on media use, attitudes and understanding, and how these change over time, among UK adults aged 16 and over. This includes a particular focus on critical thinking, or awareness, which is a core component of media literacy, enabling people to assess and evaluate their media environment, as well as those groups who tend not to participate digitally.
Adults' media use and attitudes report 2020
This report examines adults’ media literacy. Ofcom’s definition of media literacy is ‘the ability to use, understand and create media and communications in a variety of contexts’. The report is a reference document for industry, stakeholders and the general public.
The Communications Act 2003 places a responsibility on Ofcom to promote, and to carry out research into, media literacy. This report supports our work in this area and our wider Making Sense of Media programme.
Adults' media use and attitudes report 2020 (PDF, 1.9 MB)
Agweddau oedolion a’u defnydd o gyfryngau 2020 (PDF, 2.0 MB)
Adults' media use and attitudes report 2020 – chart pack (PDF, 16.0 MB)
Adults’ media use and attitudes report 2020 – data tables (PDF, 1.9 MB)
Adults’ media use and attitudes report 2020 – data tables (XLSX, 837.0 KB)
Adults’ media use and attitudes report 2020 – subset data tables (PDF, 1.0 MB)
Adults’ media use and attitudes report 2020 – subset data tables (XLSX, 340.4 KB)
Adults’ media use and attitudes report 2020 – questionnaire (PDF, 390.5 KB)
Adults’ media use and attitudes report 2020 – technical report (PDF, 139.5 KB)
Adults’ media use and attitudes report 2020 – walking boots showcard (PDF, 178.3 KB)
Adults’ media use and attitudes report 2020 – raw data code book (CSV, 72.4 KB)
Adults’ media use and attitudes report 2020 – respondent-level data (CSV, 17.5 MB)
This report examines adults’ media literacy. It provides evidence on media use, attitudes and understanding among UK adults aged 16 and over. It focuses on the current wave of research which was conducted in autumn 2018 and looks at any changes over time. This report also draws on our qualitative Adults’ Media Lives research and quantitative Technology Tracker.
The report is a reference for industry, stakeholders and consumers. It also provides context to the work Ofcom undertakes in furthering the interests of consumers and citizens in the markets we regulate.
The Communications Act 2003 places a responsibility on Ofcom to promote, and to carry out research in, media literacy. This report supports our work in this area.
Adults' media use and attitudes report 2019 (PDF, 2.4 MB)
Agweddau oedolion a’u defnydd o gyfryngau 2019 (PDF, 2.3 MB)
Adults' media use and attitudes report 2019 – chart pack (PDF, 2.0 MB)
Adults' media use and attitudes report 2019 – interactive data
Adults’ media use and attitudes report 2019 – data tables (PDF, 2.2 MB)
Adults’ media use and attitudes report 2019 – data tables (CSV, 637.2 KB)
Adults’ media use and attitudes report 2019 – subset data tables (PDF, 3.9 MB)
Adults’ media use and attitudes report 2019 – subset data tables (CSV, 331.0 KB)
Adults’ media use and attitudes report 2019 – questionnaire (PDF, 424.0 KB)
Adults’ media use and attitudes report 2019 – technical report (PDF, 132.5 KB)
Adults’ media use and attitudes report 2019 – walking boots showcard (PDF, 242.1 KB)
Adults’ media use and attitudes report 2019 – respondent-level data (CSV, 4.4 MB)
This report examines adults’ media literacy. It provides detailed evidence on media use, attitudes and understanding among adults aged 16+. It focuses on the current wave of research which was conducted in autumn 2017, and looks at any changes since 2016.
The report is a reference for industry, stakeholders and consumers. It also provides context to the work Ofcom undertakes in furthering the interests of consumers and citizens in the markets we regulate.
The Communications Act 2003 placed a responsibility on Ofcom to promote, and to carry out research in, media literacy. This report contributes to Ofcom’s fulfillment of this duty.
Adults' media use and attitudes report 2018 (PDF, 1.7 MB) - 25 April 2018
Agweddau oedolion a’u defnydd o gyfryngau 2018 (PDF, 346.5 KB)
Adults' media use and attitudes report 2018 - chart pack (PDF, 2.1 MB)
Adults' media use and attitudes report 2018 - face-to-face survey data tables (PDF, 8.4 MB)
Adults' media use and attitudes report 2018 - face-to-face survey data tables (CSV, 562.0 KB)
Adults' media use and attitudes report 2018 - face-to-face survey subset data tables (PDF, 3.6 MB)
Adults' media use and attitudes report 2018 - face-to-face survey subset data tables (CSV, 300.9 KB)
Adults' media use and attitudes report 2018 - online survey data tables (PDF, 825.1 KB)
Adults' media use and attitudes report 2018 - online survey data tables (CSV, 166.9 KB)
Adults' media use and attitudes report 2018 - questionnaire for face-to-face survey (PDF, 389.9 KB)
Adults' media use and attitudes report 2018 - questionnaire for online survey (PDF, 564.4 KB)
Adults' media use and attitudes report 2018 - technical report (PDF, 147.3 KB)
Adults' media use and attitudes report 2018 - walking boots showcard (PDF, 212.3 KB)
The report focuses on the current wave of the Media Literacy Tracker which was conducted in autumn 2016, with any key changes compared to 2015. Some findings are drawn from H1 of the 2017 Technology Tracker, with comparisons made to 2016.
Adults' media use and attitudes report 2017 (PDF, 1.5 MB) - 14 June 2017
Agweddau oedolion a’u defnydd o gyfryngau (PDF, 9.6 MB)
Adults' media use and attitudes charts 2017 (PDF, 962.1 KB)
Section 5: Digital media take-up and use
Adults' media use and attitudes charts 2017 (PDF, 976.3 KB)
Section 6: Engagement and participation
Adults' media use and attitudes charts 2017 (PDF, 768.2 KB)
Section 7: Content
Adults' media use and attitudes charts 2017 (PDF, 862.1 KB)
Section 8: Critical thinking
Adults' media literacy: 2017 critical thinking summary (PDF, 809.6 KB)
Adults' media use and attitudes charts 2017 (PDF, 771.8 KB)
Section 9: Newer, narrow, and non-users of the internet
Astudiaeth tracio llythrennedd yn y cyfryngau (PDF, 3.7 MB)
Adults' media use and attitudes report 2017 Annex 2017 (PDF, 847.4 KB)
Questionnaire - Adults aged 16 and over (PDF, 408.3 KB)
Media Literacy Tracker 2016 Adults’ data tables (CSV, 865.8 KB)
Media Literacy Tracker 2016 Adults’ subset data tables (CSV, 380.3 KB)
Media Literacy Tracker 2016 Adults’ data tables (PDF, 2.5 MB)
Media Literacy Tracker 2016 Adults’ subset data tables (PDF, 1.1 MB)
The report focuses on the current wave of research which was conducted in autumn 2015 and any key changes compared to 2014.
Adults' media use and attitudes report 2016 (PDF, 1.3 MB) - 21 April 2016
Adults' media use and attitudes charts 2016 (PDF, 250.7 KB)
Section 4: Digital media take-up and use
Adults' media use and attitudes charts 2016 (PDF, 584.5 KB)
Section 5: Media activities
Adults' media use and attitudes charts 2016 (PDF, 282.4 KB)
Section 6: Media attitudes and critical understanding
Adults' media use and attitudes charts 2016 (PDF, 188.5 KB) Section 7: Newer, narrow and non-users
Adults' media use and attitudes Annex 2016 (PDF, 791.9 KB)
Questionnaire (PDF, 343.3 KB) - Adults aged 16 and over
Media Literacy Tracker 2015 Adults' data tables (CSV, 1.9 MB)
Media Literacy Tracker 2015 Adult subset data tables (CSV, 700.2 KB)
Media Literacy Tracker 2015 Adults' data tables (PDF, 4.4 MB)
Media Literacy Tracker 2015 Adults' subset data tables (PDF, 1.7 MB)
Adults’ media use and attitudes report 2015 (PDF, 6.8 MB) - 26 February 2015
Adults’ media use and attitudes 2015 Annex (PDF, 864.6 KB)
Top 50 websites visited & Top 20 TV programmes viewed
Media Lit 10 years at a glance
Adults’ Media Use and Attitudes Report 2015 (PDF, 1.1 MB)
Section 3: Ten years: a retrospective
Adults’ Media Use and Attitudes Report 2015 (PDF, 556.5 KB)
Section 4: Digital media take-up and use
Adults’ Media Use and Attitudes Report 2015 (PDF, 823.0 KB)
Section 5: Media activities
Adults’ Media Use and Attitudes Report 2015 (PDF, 634.4 KB)
Section 6: Media attitudes and critical understanding
Adults’ Media Use and Attitudes Report 2015 (PDF, 470.8 KB)
Section 7: Newer, Narrow, and non-users
Media Literacy Tracker 2014 Adults data tables
Media Literacy Tracker 2014 Adults subset data tables (PDF, 2.0 MB)
Adults media literacy tracker 2014 SPSS
Questionnaire - Adults aged 16 and over (PDF, 626.8 KB)
Adults’ media use and attitudes report 2014 (PDF, 1.5 MB)
Adults’ Media Use and Attitudes Report 2014 - Annexes (PDF, 282.8 KB)
Adults' report Section 3 chart-deck (PDF, 738.9 KB)
Adults' report Section 4 (part 1) (PDF, 4.1 MB)
Adults' report Section 4 (part 2) (PDF, 4.7 MB)
Adults' report Section 5 chart-deck (PDF, 2.4 MB)
Adults' report Section 6 chart-deck (PDF, 521.9 KB)
Adults' report Section 7 chart-deck (PDF, 358.6 KB)
Questionnaire 1 (PDF, 276.9 KB)
Questionnaire 2 (PDF, 153.7 KB)
Adult Internet User Survey 2013 - data tables (PDF, 2.0 MB)
Media Literacy Tracker 2013 - Adults data tables (PDF, 4.3 MB)
Media Literacy Tracker 2013 - Adults - Subset (PDF, 2.0 MB)
Ofcom Adult Internet User Survey 2013 - data tables (CSV, 651.3 KB)
Ofcom Media Literacy Tracker 2013 - Adults data tables (CSV, 1.4 MB)
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