Online Communication Services Qualitative Research 2020 (OFCOM)

A research paper from OFCOM

From:
Competition and Markets Authority
Published
25 March 2022
Category:
Ongoing research
Original publisher:
Ofcom
Research area:
Advertising and marketing, Future connectivity and internet, Media and entertainment, Retail and digital commerce
Research topic:
Advertising spend, Data privacy, access and control, Internet usage and attitudes, Measuring advertising effectiveness, Online retail, Social media and instant messaging
Research publish date:
1 July 2020

Abstract

UK consumers continue to make use of traditional communication services to varying degrees. These services include landline, post, mobile voice and SMS. Increasingly, however, consumers are using online services to communicate. These services are often referred to as ‘Over the Top’ (OTT) services and can include email, instant messaging and voice and video calling services.

Ofcom commissioned research to better understand consumers’ usage of, and attitudes towards, traditional and online services, and whether consumers’ needs are currently being served by these services. Futuresight conducted in-depth video interviews with a cross section of fifty-six consumers, six micro-business decision-makers and nine accessibility users across England, Scotland, Wales and Northern Ireland. The fieldwork took place in early March 2020 and was conducted remotely due to the coronavirus pandemic.

Citation

Futuresight, Online Communication Services Qualitative Research (2020). [online] Available at: https://www.ofcom.org.uk/__data/assets/pdf_file/0030/198534/qualitative-research-report-online-communication-services.pdf (PDF, 1.0MB) [Accessed on 4 February 2022]

https://www.ofcom.org.uk/research-and-data/online-research/online-nation

Published 25 March 2022
Contents

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