2009 Research into the awareness and usage of Audio Description
The following document contains the findings of Ipsos MORIs 2009 research into the awareness and usage of audio description, conducted on behalf of Ofcom. The research investigates awareness and usage of audio description (AD) among UK adults, as well as among those with visual impairments (VI). The research also looks at how users of audio description rate the service and the reasons and barriers which affect uptake.
Between 14th May and 10th June 2009, a total of 1,343 telephone interviews were conducted (1,000 with a representative sample of UK adults and 343 with a sample of people with a visual impairment). Among the visually impaired sample, quotas were set on level of impairment, using three categories mild, moderate and severe/ profound (-1-).
Ofcom has commissioned two previous surveys in 2008 designed to measure awareness and usage of AD. The first (survey 1) took place in January 2008, before a cross-media communications campaign (-2-) designed to increase awareness of audio description services, while the second (survey 2) was in March 2008 after the campaign. Where appropriate in this report, results are compared against the findings from these two previous surveys and significant differences at 99% confidence level are reported. Comparisons of subgroups within survey 3 are reported where significant at 95% confidence level.
(Note: some statistics contained in this report are based on small sample sizes and caution should be exercised when assessing such data. Figures calculated on small base sizes are indicated by an asterisk (*).)