Building a standardised and shared set of measures for digital engagement.
This paper outlines proposals for a standardised and shared set of measures for benchmarking and tracking digital engagement in the UK. It describes the issues considered in developing the shared set of measures and the rationale for our decisions. Following an examination of existing research on digital engagement and a review of existing measures, we propose two categories of measures of digital engagement. First, a set of five core measures that form a scale of digital engagement. We anticipate that these items are few enough that they could be included in almost any study. The core items are broad measures of digital engagement. Second, in order to provide more finegrained assessments in important areas we propose a set of optional measures. These are scales that can be included whenever researchers need to assess particular digital outcomes.
Also included here is technical guidance for building surveys.