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Knight School of Communication

2012 Digital and Media Literacy Survey


Data Tabulations Report
Prepared By
MarketWise, Inc.
5500 Executive Center Drive, Suite 126
Charlotte, NC 28212
704.332.8433

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Use Internet
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
No
Yes

400
16%
85%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338

62
100%

231

169
37%
63%

242

158
39%
61%

206
11%
89%

194
20%
80%

196
16%
84%

204
15%
85%

121
6%
94%

156
12%
88%

123
29%
71%

209
11%
89%

118
22%
78%

47
26%
74%

26
4%
96%

106
28%
72%

59
7%
93%

100%

100%

Use Internet

Use Smart
Phone for Int

100%

Education
$60k
+
146
3%
97%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
51%
49%

102
24%
76%

96
13%
88%

166
5%
95%

100
11%
89%

137
12%
88%

81
17%
83%

72
24%
76%

Some
col

Col
grad

S
+Ctr
Cty

96
44%
56%

166
51%
49%

100
50%
50%

137
50%
50%

81
49%
51%

72
44%
56%

Q1. Gender
Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Male
Female

400
49%
51%

Yes

No

Yes

No

Yes

No

Yes

No

338
49%
51%

62
50%
50%

231
52%
48%

169
46%
54%

242
50%
50%

158
47%
53%

206
43%
57%

194
56%
44%

196
100%

204
100%

Race

Income

Education

Area of Residence

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

121
60%
40%

156
45%
55%

123
43%
57%

209
49%
51%

118
47%
53%

47
49%
51%

26
58%
42%

106
46%
54%

59
42%
58%

146
51%
49%

35
51%
49%

102
50%
50%

Some
col

Col
grad

S
+Ctr
Cty

96
100%

166
100%

100
100%

137
100%

81
100%

72
100%

Q2. Do you live inside Mecklenburg County?


Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes

400
100%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
100%

62
100%

231
100%

169
100%

242
100%

158
100%

206
100%

194
100%

196
100%

204
100%

121
100%

156
100%

123
100%

209
100%

118
100%

47
100%

26
100%

106
100%

59
100%

Education

Area of Residence

$60k
+

< HS

HS
grad
or
voc

146
100%

35
100%

102
100%

Some
col

Col
grad

S
+Ctr
Cty

96
89%
11%

166
92%
8%

100
90%
10%

137
93%
7%

81
91%
9%

72
86%
14%

Q3. Do you have cable or satellite television at home?


Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

RESPONDENTS
Yes
No/DK

400
90%
10%

MarketWise, Inc. #9-12-02-1

Race

Income

Education

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

338
91%
9%

62
84%
16%

231
92%
8%

169
88%
12%

242
90%
10%

158
91%
9%

206
87%
13%

194
93%
7%

196
91%
9%

204
89%
11%

121
91%
9%

156
90%
10%

123
90%
10%

209
92%
8%

118
87%
13%

47
94%
6%

26
81%
19%

106
81%
19%

59
92%
8%

146
94%
6%

35
86%
14%

102
90%
10%

Total

Area of Residence

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q4. Do you have a landline phone?
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
64%
36%

Race

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
63%
37%

62
69%
31%

231
53%
47%

169
78%
22%

242
55%
45%

158
77%
23%

206
66%
34%

194
61%
39%

196
60%
40%

204
67%
33%

121
43%
57%

156
62%
38%

123
86%
14%

209
77%
23%

118
53%
47%

47
40%
60%

26
50%
50%

106
43%
57%

59
63%
37%

Q5. Activities engaged in


over past three months
(Base=Total Sample)
Total
RESPONDENTS
5a. Watch tv
5b. Listen to radio
5c. Read printed
newspaper
5d. Read printed
book
5e. Use a cell
phone
5f. Send/receive
text messages
5g. Take digital
pictures/videos
5h Play
video/computer
games
5i. Use eBook
reader
5j. Use smart
phone to connect
to Internet
5k. Connect to
Internet from
home
5l. Connect to
Internet at
location other
than home

MarketWise, Inc. #9-12-02-1

Income

400
98%
94%
72%
82%
97%
80%
79%
47%
30%
58%
81%

64%

Education
$60k
+
146
71%
29%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
51%
49%

102
54%
46%

96
63%
38%

166
73%
27%

100
63%
37%

137
69%
31%

81
62%
38%

72
56%
44%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q5a. Over the past three months, please tell me whether you engaged in the following activity everyday or almost every day, at least once a week, less than once a week, or never.
Watch television
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
87%
10%
2%
2%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
88%
8%
1%
2%

62
81%
16%
3%

231
86%
10%
2%
3%

169
88%
9%
2%
1%

242
88%
7%
2%
3%

158
85%
13%
2%

206
86%
10%
2%
2%

194
88%
9%
2%
2%

196
86%
10%
3%
1%

204
88%
9%
0%
2%

121
88%
9%
1%
2%

156
83%
12%
3%
2%

123
91%
7%
1%
1%

209
90%
9%
0%
0%

118
86%
10%
3%
2%

47
81%
11%
4%
4%

26
77%
12%
4%
8%

106
86%
8%
3%
4%

59
95%
3%

Education
$60k
+

< HS

146
88%
12%
1%

35
80%
17%
3%

2%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

102
88%
9%
1%
2%

96
89%
6%
2%
3%

166
87%
10%
2%
1%

100
89%
6%
2%
3%

137
86%
10%
1%
2%

81
84%
12%
2%
1%

72
90%
10%

Q5b. Over the past three months, please tell me whether you engaged in the following activity everyday or almost every day, at least once a week, less than once a week, or never.
Listen to the radio
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
67%
19%
7%
7%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
71%
20%
5%
4%

62
48%
15%
18%
19%

231
73%
19%
5%
3%

169
59%
20%
10%
11%

242
74%
19%
5%
3%

158
57%
20%
11%
12%

206
70%
21%
5%
3%

194
64%
17%
9%
10%

196
69%
18%
6%
7%

204
65%
21%
8%
6%

121
70%
21%
2%
7%

156
76%
19%
3%
2%

123
54%
18%
16%
12%

209
67%
19%
8%
6%

118
66%
20%
5%
8%

47
77%
13%
6%
4%

26
58%
27%
12%
4%

106
56%
27%
6%
11%

59
69%
15%
8%
7%

Education
$60k
+
146
75%
18%
3%
4%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
63%
9%
17%
11%

102
61%
22%
8%
10%

96
65%
21%
7%
7%

166
73%
19%
4%
3%

100
62%
24%
9%
5%

137
70%
20%
4%
6%

81
67%
17%
10%
6%

72
69%
14%
7%
10%

Q5c. Over the past three months, please tell me whether you engaged in the following activity everyday or almost every day, at least once a week, less than once a week, or never.
Read a printed newspaper
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
30%
26%
15%
28%

MarketWise, Inc. #9-12-02-1

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
27%
28%
16%
28%

62
45%
16%
10%
29%

231
22%
33%
17%
28%

169
41%
17%
12%
30%

242
22%
31%
16%
31%

158
42%
19%
15%
24%

206
31%
29%
14%
27%

194
29%
24%
17%
30%

196
28%
27%
15%
31%

204
32%
26%
15%
26%

121
12%
36%
19%
34%

156
22%
28%
19%
31%

123
58%
15%
7%
20%

209
41%
22%
14%
23%

118
19%
28%
12%
42%

47
13%
49%
23%
15%

26
27%
8%
27%
38%

106
23%
35%
14%
28%

59
22%
34%
5%
39%

Education
$60k
+
146
33%
25%
20%
23%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
23%
40%
11%
26%

102
23%
25%
20%
33%

96
27%
24%
13%
36%

166
37%
26%
15%
22%

100
31%
32%
17%
20%

137
39%
20%
15%
26%

81
26%
23%
15%
36%

72
18%
32%
13%
38%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q5d. Over the past three months, please tell me whether you engaged in the following activity everyday or almost every day, at least once a week, less than once a week, or never.
Read a printed book
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
31%
28%
24%
19%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
31%
30%
22%
17%

62
29%
16%
31%
24%

231
29%
32%
22%
17%

169
33%
21%
26%
21%

242
30%
33%
22%
16%

158
32%
20%
26%
23%

206
36%
32%
22%
10%

194
24%
23%
25%
27%

196
24%
26%
26%
24%

204
37%
29%
21%
13%

121
29%
28%
22%
21%

156
29%
28%
22%
20%

123
33%
26%
26%
15%

209
33%
29%
23%
15%

118
26%
27%
28%
19%

47
28%
15%
21%
36%

26
35%
42%
12%
12%

106
26%
29%
19%
25%

59
27%
20%
29%
24%

Education
$60k
+
146
32%
29%
25%
14%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
20%
26%
17%
37%

102
24%
29%
26%
21%

96
40%
24%
20%
17%

166
32%
29%
25%
14%

100
26%
32%
26%
16%

137
35%
26%
24%
15%

81
28%
28%
20%
23%

72
28%
25%
25%
22%

Q5e. Over the past three months, please tell me whether you engaged in the following activity everyday or almost every day, at least once a week, less than once a week, or never.
Use a cell phone
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
86%
8%
3%
4%

Yes

No

Yes

No

Yes

No

Yes

No

338
89%
6%
3%
2%

62
69%
16%
2%
13%

231
98%
1%
1%
0%

169
70%
17%
5%
8%

242
93%
5%
1%
1%

158
75%
13%
5%
7%

206
88%
8%
1%
3%

194
85%
8%
4%
4%

196
90%
5%
1%
4%

204
82%
11%
4%
3%

Race

Income

1834

3554

55+

Oth

121
97%
2%

156
92%
6%
1%
2%

123
69%
16%
7%
7%

209
82%
10%
4%
4%

118
92%
5%
1%
3%

47
91%
4%

26
88%
8%

4%

4%

2%

Education

<
$40k

$40k
to
$60k

$60k
+

106
87%
8%
1%
5%

59
86%
3%
7%
3%

146
92%
6%
1%
1%

< HS
35
83%
9%
9%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

102
85%
7%
3%
5%

96
86%
6%
3%
4%

166
87%
9%
2%
1%

100
88%
8%
3%
1%

137
86%
7%
2%
4%

81
83%
7%
5%
5%

72
88%
10%
3%

Q5f. Over the past three months, please tell me whether you engaged in the following activity everyday or almost every day, at least once a week, less than once a week, or never.
Send or receive text messages
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
62%
12%
6%
20%

MarketWise, Inc. #9-12-02-1

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
69%
12%
5%
14%

62
27%
11%
11%
50%

231
81%
12%
3%
3%

169
36%
11%
11%
42%

242
79%
11%
3%
7%

158
36%
13%
11%
39%

206
64%
15%
5%
16%

194
60%
8%
7%
24%

196
63%
13%
6%
17%

204
61%
10%
6%
22%

121
93%
3%
2%
2%

156
64%
19%
8%
9%

123
30%
11%
9%
50%

209
54%
12%
7%
27%

118
70%
8%
8%
14%

47
66%
26%
2%
6%

26
85%
4%
12%

Education

<
$40k

$40k
to
$60k

$60k
+

106
60%
12%
5%
23%

59
63%
15%
3%
19%

146
69%
12%
8%
11%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
49%
14%
6%
31%

102
62%
12%
8%
19%

96
67%
5%
6%
22%

166
63%
15%
5%
17%

100
73%
7%
6%
14%

137
61%
12%
7%
20%

81
60%
11%
4%
25%

72
53%
17%
8%
22%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q5g. Over the past three months, please tell me whether you engaged in the following activity everyday or almost every day, at least once a week, less than once a week, or never.
Take pictures or videos with a digital device
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
19%
33%
28%
21%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
21%
37%
28%
14%

62
6%
8%
24%
61%

231
26%
43%
25%
6%

169
9%
18%
32%
41%

242
26%
41%
27%
6%

158
8%
20%
29%
44%

206
22%
38%
26%
15%

194
15%
27%
30%
28%

196
18%
33%
29%
19%

204
19%
32%
26%
23%

121
31%
36%
24%
8%

156
19%
33%
35%
13%

123
6%
28%
23%
43%

209
15%
34%
29%
22%

118
27%
25%
27%
20%

47
19%
30%
26%
26%

26
12%
54%
23%
12%

106
19%
30%
20%
31%

59
20%
31%
32%
17%

Education
$60k
+
146
19%
36%
36%
9%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
20%
17%
26%
37%

102
18%
31%
22%
29%

96
22%
35%
21%
22%

166
17%
35%
36%
12%

100
18%
43%
26%
13%

137
16%
32%
30%
22%

81
20%
30%
21%
30%

72
26%
22%
33%
18%

Q5h. Over the past three months, please tell me whether you engaged in the following activity everyday or almost every day, at least once a week, less than once a week, or never.
Play video or computer games
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
19%
13%
15%
53%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
21%
15%
17%
48%

62
8%
5%
6%
81%

231
20%
19%
18%
44%

169
17%
6%
11%
66%

242
25%
17%
19%
39%

158
9%
8%
9%
74%

206
18%
16%
18%
48%

194
20%
10%
11%
59%

196
20%
14%
15%
51%

204
18%
12%
15%
55%

121
24%
20%
14%
42%

156
19%
13%
19%
50%

123
14%
7%
11%
67%

209
17%
12%
15%
56%

118
23%
16%
19%
42%

47
15%
11%
9%
66%

26
19%
12%
12%
58%

106
17%
13%
14%
56%

59
20%
14%
19%
47%

Education
$60k
+
146
14%
16%
18%
51%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
11%
6%
14%
69%

102
24%
6%
14%
57%

96
25%
22%
10%
43%

166
13%
14%
19%
54%

100
14%
19%
21%
46%

137
18%
8%
13%
61%

81
26%
12%
16%
46%

72
19%
15%
10%
56%

Q5i. Over the past three months, please tell me whether you engaged in the following activity everyday or almost every day, at least once a week, less than once a week, or never.
Use an eBook reader
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

400
11%
10%
10%
69%
1%

MarketWise, Inc. #9-12-02-1

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

338
12%
11%
11%
66%
1%

62
5%
5%
2%
89%

231
14%
12%
14%
59%
0%

169
6%
7%
4%
83%
1%

242
12%
12%
14%
61%
1%

158
8%
6%
4%
82%

206
14%
10%
13%
63%
0%

194
8%
10%
6%
76%
1%

196
11%
10%
7%
71%
1%

204
10%
9%
12%
68%
0%

121
7%
10%
8%
74%
1%

156
17%
12%
15%
56%
1%

Race

Income

55+

Oth

<
$40k

$40k
to
$60k

123
7%
7%
4%
81%

209
10%
11%
9%
70%

118
15%
11%
10%
63%
1%

47
6%
2%
9%
81%
2%

26
8%
8%
15%
69%

106
5%
7%
7%
82%

59
15%
8%
19%
56%
2%

Education
$60k
+

< HS

146
14%
12%
11%
63%

35
3%
3%
9%
86%

HS
grad
or
voc
102
9%
7%
6%
76%
2%

Area of Residence

Some
col

Col
grad

96
10%
8%
11%
70%

166
14%
14%
11%
61%

N
100
10%
7%
11%
71%
1%

S
+Ctr
Cty

137
14%
12%
8%
66%

81
10%
7%
10%
73%

72
8%
10%
11%
69%
1%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q5j. Over the past three months, please tell me whether you engaged in the following activity everyday or almost every day, at least once a week, less than once a week, or never.
Connect to the Internet using a smart phone or cell phone with Internet access
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Have smart
phone, don't use
with Internet

400
50%
6%
3%
40%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
59%
7%
3%
32%

62

231
86%
10%
5%

169

242
69%
6%
3%
22%

158
20%
4%
3%
66%

206
54%
6%
2%
34%

194
44%
5%
4%
45%

196
53%
4%
4%
37%

204
46%
7%
1%
42%

121
75%
2%
3%
17%

156
54%
7%
1%
34%

123
18%
7%
4%
69%

209
44%
6%
4%
45%

118
55%
4%
1%
36%

47
51%
9%
4%
30%

26
69%
4%

7%

3%

3%

2%

3%

3%

3%

2%

2%

3%

6%

3%

82%

93%

18%

7%

27%

Education

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

9%
51%

102
41%
6%
2%
47%

96
54%
5%
1%
36%

166
55%
7%
3%
34%

100
54%
6%
2%
37%

137
49%
5%
3%
41%

81
48%
7%
2%
41%

72
46%
3%
4%
39%

6%

4%

3%

1%

1%

2%

1%

8%

<
$40k

$40k
to
$60k

$60k
+

106
43%
5%
6%
42%

59
51%
5%
2%
39%

146
62%
5%
3%
30%

35
34%

5%

3%

1%

< HS

Q5k. Over the past three months, please tell me whether you engaged in the following activity everyday or almost every day, at least once a week, less than once a week, or never.
Connect to the Internet from home using any type of device
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
69%
10%
2%
19%

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

338
82%
12%
2%
4%

62

231
83%
12%
2%
3%

169
50%
8%
2%
40%

242
87%
10%
1%
2%

158
42%
11%
3%
44%

206
71%
14%
2%
13%

194
67%
7%
2%
25%

196
70%
10%
2%
18%

204
68%
11%
2%
20%

121
75%
11%
3%
11%

156
72%
12%
3%
13%

100%

Race

Income

55+

Oth

<
$40k

$40k
to
$60k

123
59%
7%

209
77%
8%
0%
14%

118
58%
15%
3%
25%

47
60%
2%
6%
32%

26
73%
19%
4%
4%

106
51%
8%
7%
34%

59
78%
10%

34%

12%

Education
$60k
+
146
85%
10%
1%
4%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
34%
3%
6%
57%

102
62%
8%
3%
27%

96
68%
15%
1%
17%

166
81%
11%
1%
7%

100
74%
9%
3%
14%

137
79%
7%
1%
14%

81
63%
14%
2%
21%

72
54%
13%
3%
31%

Q5l. Over the past three months, please tell me whether you engaged in the following activity everyday or almost every day, at least once a week, less than once a week, or never.
Connect to the Internet at a location other than home, using any type of device
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

400
38%
15%
11%
36%

MarketWise, Inc. #9-12-02-1

Income

Education

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

338
45%
18%
13%
24%

62

231
58%
17%
10%
15%

169
11%
13%
12%
64%

242
51%
19%
12%
18%

158
18%
10%
9%
63%

206
42%
17%
12%
30%

194
35%
13%
10%
42%

196
39%
18%
10%
34%

204
38%
13%
12%
38%

121
55%
12%
8%
25%

156
41%
18%
10%
31%

123
19%
15%
14%
53%

209
43%
14%
11%
32%

118
34%
17%
11%
38%

47
23%
13%
13%
51%

26
46%
23%
4%
27%

106
26%
12%
10%
51%

59
34%
17%
17%
32%

146
54%
14%
10%
21%

35
17%
6%
9%
69%

102
27%
19%
8%
46%

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

Race

100%

Area of Residence

Some
col

Col
grad

S
+Ctr
Cty

96
32%
14%
10%
44%

166
52%
16%
13%
18%

100
42%
13%
11%
34%

137
44%
12%
13%
31%

81
30%
21%
9%
41%

72
29%
21%
10%
40%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q5k+Q5l. Use Internet
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
No
Yes

400
16%
85%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338

62
100%

231

169
37%
63%

242

158
39%
61%

206
11%
89%

194
20%
80%

196
16%
84%

204
15%
85%

121
6%
94%

156
12%
88%

123
29%
71%

209
11%
89%

118
22%
78%

47
26%
74%

26
4%
96%

106
28%
72%

59
7%
93%

100%

100%

100%

Education
$60k
+
146
3%
97%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
51%
49%

102
24%
76%

96
13%
88%

166
5%
95%

100
11%
89%

137
12%
88%

81
17%
83%

72
24%
76%

Some
col

Col
grad

S
+Ctr
Cty

96
48%
14%
5%
33%

166
58%
9%
4%
28%

100
45%
12%
4%
39%

137
51%
7%
2%
40%

81
44%
14%
7%
35%

72
42%
14%
8%
36%

Q6. Devices used to


access Internet over past
three months
(Base=Total Sample)
Total
RESPONDENTS
6a. Desk top
computer
6b. Mobile
computer (laptop
or netbook)
6c. Tablet
computer (iPad,
Samsung Galaxy,
Kindle Fire)
Did not pick any
above

400
62%
64%

33%
19%

Q6a. Over the past three months, please tell me how frequently you have accessed the Internet using the following device.
Desk top computer
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
47%
11%
5%
38%

MarketWise, Inc. #9-12-02-1

Race

Income

Education

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

338
55%
13%
6%
26%

62

231
53%
14%
5%
28%

169
38%
6%
5%
51%

242
57%
15%
6%
22%

158
32%
4%
3%
61%

206
47%
15%
6%
33%

194
46%
7%
4%
43%

196
48%
11%
5%
36%

204
46%
11%
4%
39%

121
44%
15%
7%
34%

156
53%
10%
5%
32%

123
41%
8%
2%
49%

209
50%
11%
4%
36%

118
43%
13%
5%
39%

47
40%
9%
2%
49%

26
50%
8%
15%
27%

106
30%
14%
4%
52%

59
58%
8%
7%
27%

146
58%
9%
5%
29%

35
20%
9%
9%
63%

102
35%
12%
4%
49%

Total

100%

Area of Residence

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q6b. Over the past three months, please tell me how frequently you have accessed the Internet using the following device.
Mobile computer such as a laptop or netbook
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
45%
12%
7%
37%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
53%
14%
8%
25%

62

231
61%
15%
7%
17%

169
24%
8%
6%
63%

242
59%
15%
7%
19%

158
23%
8%
6%
63%

206
48%
15%
8%
30%

194
42%
9%
5%
44%

196
47%
13%
5%
35%

204
43%
11%
8%
38%

121
59%
10%
6%
26%

156
49%
14%
8%
28%

123
26%
11%
5%
58%

209
51%
10%
7%
33%

118
39%
16%
4%
41%

47
32%
11%
9%
49%

26
50%
12%
12%
27%

106
25%
8%
9%
58%

59
44%
17%
8%
31%

100%

Education
$60k
+
146
65%
11%
6%
18%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
14%
9%
6%
71%

102
35%
11%
6%
48%

96
40%
16%
7%
38%

166
60%
11%
7%
22%

100
50%
12%
5%
33%

137
53%
10%
6%
31%

81
33%
14%
7%
46%

72
39%
13%
8%
40%

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

102
13%
7%
7%
74%

96
15%
4%
9%
72%

166
29%
10%
7%
54%

100
20%
8%
6%
66%

137
23%
7%
8%
62%

81
15%
7%
10%
68%

72
17%
3%
4%
76%

Q6c. Over the past three months, please tell me how frequently you have accessed the Internet using the following device.
Tablet computer such as an iPad, Samsung Galaxy, or Kindle Fire
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
19%
7%
8%
67%

MarketWise, Inc. #9-12-02-1

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
22%
8%
9%
61%

62

231
28%
9%
12%
51%

169
7%
4%
1%
88%

242
25%
9%
12%
55%

158
9%
4%
1%
85%

206
21%
7%
8%
65%

194
17%
7%
7%
69%

196
17%
8%
10%
65%

204
21%
6%
5%
69%

121
14%
6%
12%
68%

156
28%
11%
9%
53%

123
13%
2%
1%
84%

209
19%
7%
8%
66%

118
19%
8%
8%
66%

47
17%
6%
4%
72%

26
23%
4%
8%
65%

106
6%
3%
7%
85%

59
19%
7%
8%
66%

100%

Education
$60k
+
146
27%
10%
8%
55%

35
3%
6%
91%

Area of Residence

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q7. What is your primary device for connecting to the Internet?
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total
Yes
RESPONDENTS
Do not use the
Internet
Smart phone
Desk top
computer
Mobile computer
(laptop, netbook)
Tablet computer
(iPad, Samsung
Galaxy, Kindle
Fire)
Don't know

400

338

16%

No

Yes

62

231

100%

No

Yes

169

242

37%

No

Yes

No

1834

3554

Race

55+

Income

Oth

<
$40k

Education

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

Area of Residence

Some
col

Col
grad

S
+Ctr
Cty

158

206

194

196

204

121

156

123

209

118

47

26

106

59

146

35

102

96

166

100

137

81

72

39%

11%

20%

16%

15%

6%

12%

29%

11%

22%

26%

4%

28%

7%

3%

51%

24%

13%

5%

11%

12%

17%

24%

21%

25%

36%

29%

9%

22%

20%

22%

20%

36%

20%

8%

12%

30%

32%

31%

29%

17%

20%

26%

25%

24%

16%

21%

18%

26%

24%

27%

32%

17%

40%

26%

28%

28%

25%

25%

28%

17%

26%

37%

33%

21%

15%

19%

23%

42%

23%

9%

26%

28%

30%

25%

27%

30%

25%

29%

34%

37%

18%

36%

18%

29%

29%

30%

28%

37%

31%

19%

34%

21%

23%

31%

18%

27%

42%

14%

19%

28%

39%

34%

34%

21%

24%

7%

8%

10%

3%

9%

3%

9%

5%

6%

7%

4%

11%

4%

7%

5%

4%

15%

1%

7%

11%

7%

5%

9%

8%

9%

5%

3%

1%

1%

0%

2%

0%

2%

1%

1%

1%

1%

1%

2%

1%

1%

2%

1%

1%

1%

1%

1%

Q8. Over the past three


months, have you
engaged in the following
activities?
(Base=Total Sample)
Total
RESPONDENTS
8a. Send or
receive emails
8b. Instant
message
8c.Browse the
Internet
8d. Use video chat
8e. Use a search
engine
None of the above

MarketWise, Inc. #9-12-02-1

400
80%
44%
82%
28%
78%
17%

1%

1%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q8a. Over the past three months, please tell me how frequently you engaged in the following activity over the Internet on any type of device.
Send or receive emails
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

400
63%
12%
5%
20%
0%

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

338
74%
14%
6%
5%
0%

62

231
79%
13%
4%
5%

169
41%
12%
6%
41%
1%

242
77%
14%
6%
2%
0%

158
41%
9%
3%
47%

206
70%
12%
3%
14%
0%

194
55%
12%
6%
27%

196
59%
13%
8%
19%
1%

204
67%
11%
1%
21%

121
61%
17%
13%
9%

156
70%
12%
1%
17%
1%

100%

Race

Income

55+

Oth

123
55%
9%
1%
35%

209
70%
13%
1%
15%
0%

118
57%
11%
7%
25%

47
45%
15%
6%
34%

26
65%
8%
19%
8%

Education

<
$40k

$40k
to
$60k

$60k
+

106
43%
16%
4%
36%
1%

59
69%
15%
5%
10%

146
84%
8%
3%
5%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

35
29%
9%
6%
57%

102
38%
19%
11%
32%

96
64%
15%
4%
18%

166
84%
8%
1%
6%
1%

S
+Ctr
Cty

100
67%
13%
3%
17%

137
72%
11%
1%
15%

81
51%
14%
11%
23%
1%

72
53%
13%
7%
28%

Q8b. Over the past three months, please tell me how frequently you engaged in the following activity over the Internet on any type of device.
Instant message
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
25%
12%
8%
56%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
29%
14%
9%
48%

62

231
37%
15%
10%
39%

169
8%
7%
5%
80%

242
36%
16%
9%
40%

158
8%
5%
5%
82%

206
29%
12%
8%
52%

194
21%
11%
7%
61%

196
23%
13%
6%
58%

204
26%
10%
9%
55%

121
29%
19%
10%
42%

156
33%
9%
8%
51%

123
11%
7%
5%
77%

209
20%
12%
5%
63%

118
30%
10%
8%
52%

47
34%
9%
13%
45%

26
23%
19%
12%
46%

106
22%
7%
9%
62%

59
27%
15%
10%
47%

100%

Education
$60k
+
146
30%
13%
6%
51%

< HS
35
23%
9%
69%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

102
18%
11%
13%
59%

96
21%
14%
8%
57%

166
31%
13%
4%
52%

100
34%
16%
8%
42%

137
20%
14%
4%
61%

81
22%
5%
9%
64%

72
24%
7%
13%
57%

Q8c. Over the past three months, please tell me how frequently you engaged in the following activity over the Internet on any type of device.
Browse the Internet
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
69%
10%
4%
18%

MarketWise, Inc. #9-12-02-1

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
81%
11%
4%
3%

62

231
88%
7%
3%
2%

169
41%
12%
5%
41%

242
88%
9%
2%
0%

158
38%
10%
6%
46%

206
74%
10%
4%
12%

194
63%
9%
3%
25%

196
72%
7%
4%
18%

204
65%
12%
4%
19%

121
85%
4%
5%
6%

156
74%
10%
1%
15%

123
46%
14%
6%
35%

209
71%
11%
3%
15%

118
64%
9%
2%
25%

47
57%
9%
9%
26%

26
88%

100%

8%
4%

Education

<
$40k

$40k
to
$60k

$60k
+

106
48%
12%
8%
32%

59
78%
8%
5%
8%

146
86%
6%
3%
5%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
31%
6%
11%
51%

102
58%
13%
3%
26%

96
73%
7%
2%
18%

166
80%
10%
4%
7%

100
73%
10%
3%
14%

137
74%
8%
3%
15%

81
65%
9%
5%
21%

72
57%
13%
6%
25%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q8d. Over the past three months, please tell me how frequently you engaged in the following activity over the Internet on any type of device.
Use video chat
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

400
6%
8%
14%
71%
1%

Yes

No

Yes

No

Yes

No

Yes

No

338
7%
10%
17%
66%
1%

62

231
9%
12%
18%
61%

169
2%
3%
9%
85%
1%

242
9%
12%
21%
59%
0%

158
2%
3%
4%
90%
1%

206
7%
9%
17%
66%
0%

194
5%
7%
11%
76%
1%

196
5%
8%
14%
72%
1%

204
7%
9%
14%
70%
0%

100%

1834

3554

121
10%
12%
14%
64%

156
6%
8%
19%
67%

Race

Income

55+

Oth

<
$40k

$40k
to
$60k

123
2%
5%
9%
83%
2%

209
3%
9%
16%
71%
1%

118
9%
8%
12%
70%

47
11%
9%
15%
66%

26
4%
4%
12%
81%

106
6%
5%
8%
81%

59
12%
14%
7%
66%
2%

Education
$60k
+
146
5%
9%
20%
66%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
6%
3%
6%
86%

102
8%
5%
15%
73%

96
6%
8%
8%
77%

166
5%
11%
19%
64%
1%

100
4%
11%
14%
70%
1%

137
5%
8%
16%
70%
1%

Some
col

Col
grad

S
+Ctr
Cty

96
66%
11%
3%
20%

166
78%
11%
4%
7%

100
71%
8%
2%
19%

137
69%
10%
4%
18%

81
58%
12%
6%
23%

72
50%
17%
3%
31%

81
7%
6%
11%
75%

72
10%
6%
14%
71%

Q8e. Over the past three months, please tell me how frequently you engaged in the following activity over the Internet on any type of device.
Use a search engine
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
64%
11%
4%
22%

MarketWise, Inc. #9-12-02-1

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
75%
13%
4%
7%

62

231
83%
10%
2%
6%

169
37%
13%
6%
44%

242
83%
12%
1%
4%

158
34%
10%
7%
49%

206
69%
12%
3%
16%

194
58%
10%
4%
28%

196
67%
11%
2%
20%

204
60%
12%
5%
23%

121
84%
5%
2%
8%

156
67%
12%
2%
19%

123
39%
16%
7%
38%

209
67%
14%
3%
16%

118
58%
7%
5%
30%

47
53%
11%
2%
34%

26
81%
8%
4%
8%

106
44%
11%
3%
42%

59
69%
12%
7%
12%

100%

Education
$60k
+

< HS

HS
grad
or
voc

146
80%
12%
3%
5%

35
20%
14%
3%
63%

102
53%
10%
4%
33%

Area of Residence

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q9. Over the past three
months, please tell me
whether you engaged in
the following activities
over the Internet using
any type of device?
(Base=Total Sample)
Total
RESPONDENTS
9a. Read blogs
9b. Listen to
podcasts
9c. Make a
purchase online
9d. Watch or
download tv
programs or
movies
9e. Listen to or
download music
9f. Read eBooks
9g. Read online
newspapers or
online magazines
9h. Interact with
government to get
info. or return
forms
9i. Look for
information about
a specific topic
9j. Share
information,
ideas, or opinions
9k. Get local news
and information
9l. Get regional or
national news and
information
9m. Find
information about
products and
services

MarketWise, Inc. #9-12-02-1

400
46%
27%
64%
39%
51%
28%
50%

43%

77%
55%
69%
68%

73%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q9. Over the past three
months, please tell me
whether you engaged in
the following activities
over the Internet using
any type of device?
(Base=Total Sample)
Total
9n. Use social
networks such as
Facebook or
Twitter
None of the above

61%
17%

Q9a. Over the past three months, please tell me how frequently you engaged in the following activity over the Internet on any type of device.
Read blogs
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

400
13%
20%
14%
53%
1%

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

338
15%
23%
16%
45%
1%

62

231
17%
27%
18%
37%
0%

169
7%
9%
7%
76%
2%

242
18%
27%
18%
36%
1%

158
5%
8%
6%
80%
1%

206
15%
23%
16%
46%
1%

194
10%
16%
11%
61%
1%

196
14%
18%
14%
53%
1%

204
12%
21%
13%
54%
1%

121
12%
26%
16%
45%
1%

156
17%
22%
14%
46%

100%

Race

Income

55+

Oth

123
8%
9%
11%
70%
2%

209
11%
20%
16%
51%
1%

118
18%
15%
11%
55%
1%

47
11%
19%
13%
55%
2%

26
4%
35%
4%
58%

Education

<
$40k

$40k
to
$60k

$60k
+

106
8%
19%
7%
65%
1%

59
12%
19%
19%
49%
2%

146
15%
25%
16%
44%
1%

< HS
35
6%
6%
11%
77%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

102
10%
16%
9%
65%
1%

96
11%
26%
11%
50%
1%

166
17%
21%
18%
43%
1%

100
15%
19%
11%
53%
2%

137
12%
25%
14%
48%
1%

81
12%
12%
19%
57%

72
11%
18%
13%
57%
1%

Q9b. Over the past three months, please tell me how frequently you engaged in the following activities over the Internet on any type of device.
Listen to podcasts
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

400
4%
9%
14%
71%
2%

MarketWise, Inc. #9-12-02-1

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

338
4%
11%
17%
66%
2%

62

231
6%
14%
21%
58%
1%

169
1%
2%
6%
89%
2%

242
6%
12%
19%
60%
2%

158

206
5%
11%
17%
65%
1%

194
2%
7%
11%
77%
2%

196
5%
10%
13%
70%
2%

204
2%
8%
16%
72%
2%

121
7%
9%
12%
69%
2%

156
4%
13%
20%
62%
1%

100%

4%
7%
87%
1%

Race

Income

55+

Oth

<
$40k

$40k
to
$60k

123

209
1%
8%
18%
72%
1%

118
6%
12%
11%
69%
3%

47
9%
6%
6%
77%
2%

26
4%
12%
15%
65%
4%

106
5%
5%
6%
82%
3%

59
7%
14%
15%
63%
2%

3%
10%
85%
2%

Education
$60k
+
146
3%
11%
22%
64%
1%

< HS
35
3%
6%
6%
86%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

102
5%
6%
7%
80%
2%

96
6%
6%
5%
80%
2%

166
2%
13%
27%
57%
1%

100
3%
10%
12%
73%
2%

137
3%
5%
20%
70%
1%

81
4%
11%
15%
70%

72
6%
13%
8%
69%
4%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q9c. Over the past three months, please tell me how frequently you engaged in the following activities over the Internet on any type of device.
Make a purchase online
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

400
3%
16%
46%
36%
0%

Yes

No

Yes

No

Yes

No

Yes

No

338
3%
18%
54%
24%
0%

62

231
4%
21%
56%
19%
0%

169
1%
8%
33%
59%

242
4%
21%
57%
19%
0%

158
1%
8%
30%
62%

206
2%
17%
48%
33%

194
3%
14%
44%
39%
1%

196
4%
16%
49%
32%

204
1%
15%
43%
40%
0%

100%

1834

3554

121
4%
16%
55%
26%

156
3%
20%
47%
31%

Race

Income

55+

Oth

123
1%
10%
37%
52%
1%

209
1%
17%
55%
26%
0%

118
3%
14%
39%
44%

47
6%
9%
26%
60%

26
4%
19%
42%
35%

Education

<
$40k

$40k
to
$60k

$60k
+

< HS

106

59
7%
12%
53%
29%

146
2%
26%
57%
14%
1%

35
3%
3%
9%
83%
3%

9%
29%
61%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

102
2%
11%
37%
50%

96
1%
15%
49%
35%

166
4%
22%
57%
17%

N
100
3%
18%
46%
32%
1%

S
+Ctr
Cty

137
2%
20%
52%
26%

81
1%
11%
48%
40%

72
4%
8%
36%
51%

Q9d. Over the past three months, please tell me how frequently you engaged in the following activities over the Internet on any type of device.
Watch or download television programs or movies using the Internet
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
7%
14%
18%
61%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
8%
17%
21%
54%

62

231
10%
21%
27%
42%

169
2%
6%
5%
86%

242
10%
20%
24%
47%

158
3%
6%
8%
82%

206
6%
17%
21%
57%

194
8%
12%
14%
65%

196
9%
15%
20%
56%

204
5%
14%
15%
66%

121
11%
21%
26%
43%

156
8%
17%
18%
57%

123
2%
6%
10%
83%

209
6%
14%
20%
60%

118
8%
14%
19%
59%

47
11%
13%
6%
70%

26
4%
23%
19%
54%

106
8%
8%
16%
68%

59
2%
19%
19%
61%

100%

Education
$60k
+
146
10%
21%
20%
49%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
3%
6%
9%
83%

102
9%
9%
15%
68%

96
4%
16%
18%
63%

166
8%
19%
22%
51%

100
6%
16%
19%
59%

137
8%
14%
18%
60%

81
6%
15%
20%
59%

72
7%
13%
14%
67%

Q9e. Over the past three months, please tell me how frequently you engaged in the following activities over the Internet on any type of device.
Listen to or download music using the Internet
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
13%
19%
19%
49%

MarketWise, Inc. #9-12-02-1

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
15%
23%
23%
39%

62

231
19%
28%
28%
25%

169
4%
7%
8%
82%

242
19%
26%
28%
27%

158
3%
9%
6%
82%

206
14%
17%
23%
46%

194
11%
22%
15%
52%

196
13%
22%
18%
47%

204
13%
17%
20%
50%

121
26%
30%
24%
21%

156
10%
20%
24%
46%

123
3%
8%
9%
80%

209
9%
17%
25%
49%

118
19%
19%
15%
47%

47
9%
26%
15%
51%

26
23%
27%

100%

50%

Education

<
$40k

$40k
to
$60k

$60k
+

106
13%
19%
11%
57%

59
10%
15%
20%
54%

146
15%
22%
25%
38%

< HS
35
6%
26%
69%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

102
16%
14%
17%
54%

96
13%
22%
16%
50%

166
13%
20%
27%
41%

100
12%
21%
21%
46%

137
9%
19%
23%
49%

81
20%
15%
19%
47%

72
13%
22%
13%
53%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q9f. Over the past three months, please tell me how frequently you engaged in the following activities over the Internet on any type of device.
Read eBooks
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
8%
11%
10%
72%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
10%
13%
11%
66%

62

231
12%
14%
14%
59%

169
3%
6%
3%
88%

242
10%
15%
13%
62%

158
5%
4%
4%
87%

206
11%
13%
12%
65%

194
6%
9%
7%
78%

196
7%
12%
8%
73%

204
9%
9%
11%
70%

121
6%
11%
11%
73%

156
14%
14%
12%
60%

123
3%
7%
6%
85%

209
6%
13%
8%
73%

118
13%
8%
14%
65%

47
9%
6%
9%
77%

26
4%
15%
4%
77%

106
3%
8%
7%
82%

59
14%
10%
14%
63%

100%

Education
$60k
+
146
12%
12%
11%
66%

< HS
35
3%
9%
89%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

102
7%
7%
5%
81%

96
8%
10%
11%
70%

166
10%
16%
11%
63%

100
10%
6%
10%
74%

137
9%
15%
6%
71%

81
10%
10%
9%
72%

72
4%
8%
15%
72%

Q9g. Over the past three months, please tell me how frequently you engaged in the following activities over the Internet on any type of device.
Read online newspapers or online magazines
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

400
17%
18%
15%
50%
0%

Yes

No

Yes

No

Yes

No

Yes

No

338
20%
21%
17%
41%
0%

62

231
22%
23%
18%
37%

169
10%
11%
10%
68%
1%

242
23%
24%
19%
33%
0%

158
8%
9%
8%
75%

206
19%
17%
19%
44%

194
14%
19%
10%
57%
1%

196
18%
16%
14%
52%

204
16%
20%
15%
49%
0%

100%

1834

3554

121
12%
21%
13%
53%

156
23%
19%
17%
40%
1%

Race

Income

55+

Oth

<
$40k

$40k
to
$60k

123
14%
13%
14%
59%

209
21%
19%
16%
44%
0%

118
14%
16%
12%
58%

47
6%
17%
19%
57%

26
15%
23%
8%
54%

106
6%
17%
12%
65%

59
24%
19%
15%
42%

Education
$60k
+
146
29%
19%
15%
36%

< HS
35
11%
6%
83%

HS
grad
or
voc
102
6%
17%
12%
65%
1%

Area of Residence

Some
col

Col
grad

96
16%
15%
14%
56%

166
28%
22%
19%
31%

N
100
18%
20%
15%
46%
1%

S
+Ctr
Cty

137
20%
23%
16%
41%

81
17%
11%
11%
60%

72
10%
15%
15%
60%

Q9h. Over the past three months, please tell me how frequently you engaged in the following activities over the Internet on any type of device.
Interact with government to get information or return forms
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

400
4%
9%
30%
56%
1%

MarketWise, Inc. #9-12-02-1

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

338
4%
11%
36%
49%
1%

62

231
5%
12%
35%
47%
1%

169
2%
5%
23%
70%
1%

242
5%
12%
37%
45%
1%

158
1%
5%
20%
73%
1%

206
3%
12%
32%
53%
0%

194
5%
6%
28%
60%
1%

196
4%
8%
33%
55%
1%

204
4%
10%
27%
58%
0%

121
6%
7%
25%
60%
2%

156
4%
10%
32%
53%
1%

100%

Race

Income

55+

Oth

123
1%
9%
33%
58%

209
2%
10%
38%
49%
0%

118
3%
9%
22%
64%
1%

47
9%
4%
21%
64%
2%

26
8%
12%
15%
65%

Education

<
$40k

$40k
to
$60k

$60k
+

< HS

106
2%
6%
19%
73%
1%

59
8%
14%
31%
46%
2%

146
3%
15%
40%
42%

35
3%
3%
11%
83%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

102
5%
7%
14%
73%
2%

96
2%
11%
25%
60%
1%

166
4%
10%
46%
39%

100
4%
10%
29%
57%

S
+Ctr
Cty
137
4%
7%
42%
45%
1%

81
2%
10%
28%
59%

72
4%
11%
13%
71%
1%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q9i. Over the past three months, please tell me how frequently you engaged in the following activities over the Internet on any type of device.
Look for information about a specific topic
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
47%
22%
8%
23%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
55%
26%
10%
9%

62

231
62%
22%
7%
9%

169
25%
21%
10%
43%

242
62%
23%
9%
6%

158
23%
20%
7%
50%

206
46%
26%
9%
19%

194
47%
18%
8%
27%

196
52%
20%
7%
21%

204
42%
23%
10%
25%

121
68%
13%
5%
14%

156
48%
24%
8%
20%

123
24%
28%
11%
37%

209
50%
26%
9%
15%

118
47%
12%
8%
33%

47
23%
26%
9%
43%

26
65%
27%

100%

8%

Education

<
$40k

$40k
to
$60k

$60k
+

106
26%
22%
8%
43%

59
56%
20%
12%
12%

146
65%
23%
5%
7%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
6%
14%
9%
71%

102
41%
18%
8%
33%

96
47%
21%
10%
22%

166
58%
27%
7%
8%

100
46%
23%
7%
24%

137
53%
21%
9%
17%

81
46%
20%
7%
27%

72
35%
25%
11%
29%

Q9j. Over the past three months, please tell me how frequently you engaged in the following activities over the Internet on any type of device.
Share information, ideas, or opinions
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

400
20%
20%
16%
45%
0%

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

338
23%
23%
19%
35%
0%

62

231
26%
26%
20%
28%

169
10%
12%
9%
68%
1%

242
30%
26%
19%
25%

158
4%
10%
10%
75%
1%

206
21%
23%
17%
39%

194
18%
16%
14%
51%
1%

196
20%
20%
14%
45%
1%

204
19%
20%
17%
45%

121
26%
21%
17%
35%

156
20%
19%
18%
44%

100%

Race

Income

55+

Oth

<
$40k

$40k
to
$60k

123
12%
20%
11%
56%
1%

209
20%
20%
16%
43%
0%

118
22%
19%
12%
47%

47
11%
23%
15%
51%

26
19%
12%
31%
38%

106
13%
17%
15%
55%

59
25%
19%
22%
32%
2%

Education
$60k
+

< HS

146
23%
22%
14%
41%

35
9%
6%
14%
71%

HS
grad
or
voc
102
18%
17%
14%
51%
1%

Area of Residence

Some
col

Col
grad

S
+Ctr
Cty

96
21%
25%
13%
42%

166
22%
22%
19%
37%

100
24%
20%
16%
40%

137
22%
23%
12%
43%

81
16%
15%
21%
47%
1%

72
14%
18%
17%
51%

Q9k. Over the past three months, please tell me how frequently you engaged in the following activities over the Internet on any type of device.
Get local news and information
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
40%
18%
12%
31%

MarketWise, Inc. #9-12-02-1

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
47%
21%
14%
19%

62

231
54%
21%
11%
14%

169
20%
12%
12%
55%

242
52%
26%
11%
12%

158
22%
5%
12%
61%

206
39%
20%
13%
27%

194
40%
14%
10%
36%

196
44%
16%
9%
31%

204
35%
19%
14%
32%

121
49%
21%
7%
23%

156
47%
21%
10%
22%

123
22%
10%
17%
51%

209
45%
15%
13%
26%

118
35%
18%
8%
39%

47
28%
21%
13%
38%

26
42%
27%
8%
23%

106
25%
17%
10%
48%

59
42%
22%
10%
25%

100%

Education
$60k
+
146
57%
17%
11%
15%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
14%
14%
9%
63%

102
26%
24%
10%
40%

96
38%
14%
13%
36%

166
55%
17%
12%
16%

100
29%
30%
12%
29%

137
53%
12%
10%
25%

81
41%
12%
9%
38%

72
32%
15%
15%
38%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q9l. Over the past three months, please tell me how frequently you engaged in the following activities over the Internet on any type of device.
Get regional or national news and information online
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

400
42%
17%
10%
32%
0%

Yes

No

Yes

No

Yes

No

Yes

No

338
49%
20%
11%
19%
0%

62

231
55%
21%
10%
15%

169
24%
11%
9%
55%
1%

242
52%
25%
10%
13%

158
25%
5%
9%
61%
1%

206
40%
19%
12%
28%
0%

194
43%
14%
7%
36%

196
47%
18%
5%
30%

204
36%
16%
14%
34%
0%

100%

1834

3554

121
44%
23%
7%
26%

156
50%
15%
8%
27%

Race

Income

55+

Oth

<
$40k

$40k
to
$60k

123
28%
13%
14%
44%
1%

209
51%
14%
11%
22%
0%

118
31%
21%
3%
45%

47
32%
13%
13%
43%

26
31%
27%
15%
27%

106
23%
14%
9%
54%

59
44%
25%
7%
22%
2%

Education
$60k
+
146
62%
14%
10%
14%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

35
3%
6%
9%
83%

102
25%
22%
8%
46%

96
40%
20%
7%
33%

166
61%
15%
11%
11%
1%

N
100
37%
22%
12%
29%

S
+Ctr
Cty
137
55%
14%
11%
19%
1%

81
36%
19%
5%
41%

72
31%
13%
10%
47%

Q9m. Over the past three months, please tell me how frequently you engaged in the following activities over the Internet on any type of device.
Find information about products or services online
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
26%
32%
15%
27%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
31%
38%
18%
13%

62

231
34%
41%
15%
10%

169
15%
20%
15%
49%

242
36%
40%
16%
8%

158
11%
20%
14%
56%

206
25%
35%
17%
23%

194
27%
28%
14%
31%

196
32%
33%
11%
25%

204
21%
31%
20%
28%

121
44%
31%
10%
16%

156
22%
44%
11%
23%

123
13%
19%
26%
42%

209
26%
37%
17%
19%

118
27%
25%
10%
38%

47
17%
28%
19%
36%

26
35%
31%
15%
19%

106
15%
25%
18%
42%

59
29%
27%
25%
19%

100%

Education
$60k
+
146
37%
38%
12%
13%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
6%
17%
11%
66%

102
20%
33%
14%
33%

96
31%
26%
16%
27%

166
31%
37%
17%
14%

100
26%
36%
14%
24%

137
32%
33%
16%
19%

81
23%
31%
12%
33%

72
19%
25%
19%
36%

Q9n. Over the past three months, please tell me how frequently you engaged in the following activities over the Internet on any type of device.
Use social networks such as Facebook or Twitter
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

400
41%
11%
8%
39%
0%

MarketWise, Inc. #9-12-02-1

Yes

No

Yes

No

Yes

No

Yes

No

338
49%
13%
9%
28%
0%

62

231
60%
13%
9%
19%

169
16%
9%
7%
67%
1%

242
68%
19%
13%

158

206
43%
13%
12%
32%
0%

194
39%
9%
4%
47%

196
43%
9%
11%
38%

204
40%
14%
5%
41%
0%

100%

99%
1%

1834

3554

121
67%
9%
4%
20%

156
38%
16%
12%
34%

Race

Income

55+

Oth

123
20%
7%
7%
65%
1%

209
40%
11%
9%
40%
0%

118
44%
10%
7%
39%

47
36%
13%
9%
43%

26
50%
12%
8%
31%

Education

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

106
36%
8%
7%
48%
1%

59
37%
19%
10%
34%

146
49%
12%
8%
31%

35
26%
6%
6%
63%

102
40%
8%
7%
45%

Area of Residence

Some
col

Col
grad

96
47%
15%
3%
34%
1%

166
42%
13%
12%
34%

100
49%
12%
9%
30%

S
+Ctr
Cty
137
41%
11%
9%
38%
1%

81
41%
9%
5%
46%

72
32%
15%
7%
46%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q10. Over the past three
months, please tell me
whether you engaged in
the following activities
over the Internet using
any type of device?
(Base=Total Sample)
Total
RESPONDENTS
10a. Upload selfcreated content
such as images,
videos, or text to
a website for
sharing
10b. Use peer-topeer file sharing
10c. Play singleplayer games
10d. Play multiplayer games
10e. Use online
banking
10f. Post
comments on
websites
None of the above

400

53%

26%
32%
23%
63%
46%
23%

Q10a. Over the past three months, please tell me how frequently you engaged in the following activity over the Internet on any type of device.
Upload self-created content such as images, videos, or text to a website for sharing
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

400
9%
20%
24%
47%
1%

MarketWise, Inc. #9-12-02-1

Yes

No

Yes

No

Yes

No

Yes

No

338
10%
24%
29%
37%
1%

62

231
14%
27%
31%
27%
0%

169
1%
10%
15%
73%
1%

242
14%
29%
34%
22%
1%

158

206
10%
20%
27%
42%
1%

194
7%
20%
21%
52%

196
7%
20%
29%
44%

204
10%
20%
20%
50%
1%

100%

6%
9%
85%

Race

Income

1834

3554

55+

Oth

121
16%
28%
26%
30%

156
8%
21%
29%
42%
1%

123
2%
11%
16%
70%
1%

209
5%
20%
30%
45%
0%

118
14%
21%
20%
45%

47
13%
13%
13%
60%
2%

26
4%
31%
19%
46%

Education

<
$40k

$40k
to
$60k

$60k
+

106
12%
11%
18%
58%
1%

59
5%
27%
25%
42%

146
10%
25%
29%
36%

< HS
35
11%
6%
3%
77%
3%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

102
7%
24%
21%
49%

96
13%
19%
22%
47%

166
7%
22%
33%
39%

N
100
9%
25%
26%
39%
1%

S
+Ctr
Cty
137
7%
18%
31%
45%

81
11%
25%
12%
51%
1%

72
10%
14%
22%
54%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q10b. Over the past three months, please tell me how frequently you engaged in the following activity over the Internet on any type of device.
Use peer-to-peer file sharing
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

400
4%
10%
12%
69%
5%

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

338
4%
12%
14%
63%
6%

62

231
6%
16%
18%
55%
5%

169

242
6%
16%
17%
54%
7%

158
1%
1%
5%
91%
2%

206
4%
8%
16%
66%
6%

194
3%
12%
8%
72%
4%

196
3%
13%
14%
68%
2%

204
4%
7%
11%
70%
8%

121
7%
22%
16%
49%
6%

156
4%
8%
13%
69%
6%

100%

2%
5%
87%
6%

Race

Income

55+

Oth

<
$40k

$40k
to
$60k

123

209
3%
6%
16%
69%
6%

118
3%
14%
8%
69%
6%

47
2%
13%
6%
79%

26
15%
19%
12%
46%
8%

106
3%
11%
8%
74%
5%

59
5%
7%
12%
71%
5%

1%
8%
88%
3%

Education
$60k
+
146
5%
10%
17%
62%
6%

< HS
35
3%
6%
6%
86%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

102
4%
13%
7%
72%
5%

96
3%
13%
11%
69%
4%

166
4%
8%
17%
64%
7%

100
6%
10%
16%
65%
3%

137
2%
9%
15%
66%
8%

81
2%
11%
10%
70%
6%

72
6%
10%
7%
75%
3%

Q10c. Over the past three months, please tell me how frequently you engaged in the following activity over the Internet on any type of device.
Play single player games
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
12%
10%
10%
69%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
14%
12%
12%
63%

62

231
15%
14%
13%
58%

169
7%
5%
5%
83%

242
17%
14%
14%
55%

158
3%
5%
4%
89%

206
14%
13%
9%
65%

194
9%
8%
10%
73%

196
12%
14%
9%
65%

204
11%
6%
11%
72%

121
17%
15%
12%
56%

156
11%
10%
10%
70%

123
7%
7%
7%
79%

209
7%
11%
10%
72%

118
19%
8%
10%
63%

47
9%
13%
9%
70%

26
19%
12%
8%
62%

106
11%
10%
10%
68%

59
20%
14%
8%
58%

100%

Education
$60k
+
146
8%
7%
11%
74%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
9%
11%
6%
74%

102
17%
11%
8%
65%

96
14%
10%
9%
67%

166
8%
10%
12%
70%

100
11%
14%
10%
65%

137
7%
9%
10%
74%

81
17%
11%
10%
62%

72
14%
8%
8%
69%

Q10d. Over the past three months, please tell me how frequently you engaged in the following activity over the Internet on any type of device.
Play multi-player games
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
11%
4%
8%
77%

MarketWise, Inc. #9-12-02-1

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
13%
5%
9%
73%

62

231
14%
5%
11%
69%

169
6%
3%
3%
88%

242
17%
6%
12%
65%

158
1%
1%
2%
96%

206
12%
5%
10%
73%

194
10%
4%
5%
81%

196
15%
6%
11%
68%

204
6%
2%
5%
86%

121
21%
6%
12%
62%

156
10%
4%
8%
78%

123
2%
2%
3%
92%

209
7%
5%
8%
80%

118
18%
4%
9%
69%

47
9%
2%
6%
83%

26
12%
4%
4%
81%

106
11%
3%
8%
77%

59
12%
3%
10%
75%

100%

Education
$60k
+
146
9%
4%
6%
81%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
3%
6%
6%
86%

102
17%
3%
7%
74%

96
13%
4%
8%
75%

166
7%
5%
8%
80%

100
11%
8%
7%
74%

137
10%
2%
5%
82%

81
17%
4%
7%
72%

72
6%
4%
13%
78%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q10e. Over the past three months, please tell me how frequently you engaged in the following activity over the Internet on any type of device.
Use online banking
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

400
27%
29%
7%
38%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
32%
34%
8%
26%

62

231
35%
36%
8%
20%

169
15%
18%
5%
62%

242
37%
36%
7%
20%

158
11%
18%
6%
65%

206
23%
34%
6%
37%

194
31%
23%
8%
38%

196
32%
28%
6%
34%

204
22%
29%
8%
41%

121
44%
26%
7%
23%

156
23%
37%
9%
31%

123
15%
20%
5%
60%

209
26%
34%
6%
33%

118
27%
21%
7%
45%

47
19%
23%
15%
43%

26
46%
27%

100%

27%

Education

<
$40k

$40k
to
$60k

$60k
+

106
17%
17%
8%
58%

59
27%
32%
10%
31%

146
37%
39%
5%
18%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
6%
9%
9%
77%

102
23%
25%
5%
48%

96
27%
25%
8%
40%

166
34%
38%
7%
21%

100
24%
39%
4%
33%

137
34%
28%
7%
31%

81
28%
21%
5%
46%

72
17%
24%
14%
46%

Q10f. Over the past three months, please tell me how frequently you engaged in the following activity over the Internet on any type of device.
Post comments on websites
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

400
12%
16%
18%
54%
0%

MarketWise, Inc. #9-12-02-1

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

338
14%
19%
21%
45%
0%

62

231
16%
21%
23%
39%

169
7%
9%
11%
73%
1%

242
19%
26%
24%
30%

158
1%
1%
8%
89%
1%

206
13%
17%
20%
50%

194
11%
15%
16%
57%
1%

196
11%
18%
18%
52%
1%

204
13%
14%
18%
55%

121
26%
23%
18%
33%

156
9%
17%
22%
53%

100%

Race

Income

55+

Oth

<
$40k

$40k
to
$60k

123
3%
8%
13%
75%
1%

209
9%
14%
22%
56%
0%

118
18%
23%
13%
47%

47
11%
11%
11%
68%

26
19%
12%
27%
42%

106
15%
11%
10%
63%

59
17%
20%
20%
41%
2%

Education
$60k
+
146
8%
18%
25%
49%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

35
6%
9%
3%
83%

102
17%
15%
10%
59%

96
17%
22%
17%
45%

166
8%
15%
27%
49%
1%

N
100
15%
16%
17%
52%

S
+Ctr
Cty
137
10%
16%
23%
50%
1%

81
15%
15%
15%
56%

72
10%
18%
14%
58%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q11. Over the past three
months, please tell me
whether you engaged in
the following activities
over the Internet using
any type of device?
(Base=Total Sample)
Total
RESPONDENTS
11a. Post
comments on
websites and
state your
personal opinion
11b. Post
comments on
websites and
provide additional
facts and
information
11c. Post
comments on
websites and
comment on
community or
political issues
None of the above

400

45%

42%

32%

55%

Q11a. Please tell me if you do the following all or most of the time, some of the time, hardly ever, or never.
Post comments on websites and state your personal opinions

Total

Post
Comment
s
Yes

RESPONDENTS
All/most of the
time
Some of the time
Hardly ever
Never

Use Internet

Use Smart
Phone for Int

Yes

No

Yes

62

No

Use Social
Networks

Yes

No

Use Library

Yes

No

Gender

Age

1834

3554

Race

55+

Income

Oth

<
$40k

$40k
to
$60k

Education

$60k
+

< HS

HS
grad
or
voc

Some
col

Area of Residence

Col
grad

S
+Ctr
Cty

400

185

338

231

169

242

158

206

194

196

204

121

156

123

209

118

47

26

106

59

146

35

102

96

166

100

137

81

72

25%

54%

30%

33%

14%

37%

7%

29%

21%

25%

25%

33%

25%

17%

22%

32%

15%

38%

20%

39%

26%

14%

18%

30%

28%

27%

26%

23%

22%

15%
5%
55%

33%
10%
3%

18%
5%
47%

20%
6%
41%

8%
3%
75%

25%
6%
32%

14%
6%
51%

16%
3%
60%

16%
5%
54%

14%
4%
57%

27%
7%
33%

15%
4%
56%

4%
2%
76%

16%
5%
57%

16%
3%
49%

9%
6%
70%

15%
4%
42%

12%
4%
64%

12%
7%
42%

18%
4%
51%

3%

3%
91%

19%
4%
60%

17%
6%
47%

15%
5%
52%

14%
6%
53%

17%
4%
53%

16%
4%
57%

15%
3%
60%

MarketWise, Inc. #9-12-02-1

100%

83%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q11b. Please tell me if you do the following all or most of the time, some of the time, hardly ever, or never.
Post comments on websites and provide additional facts and information

Total

Post
Comment
s
Yes

RESPONDENTS
All/most of the
time
Some of the time
Hardly ever
Never

Use Internet

Use Smart
Phone for Int

Yes

No

Yes

No

62

Use Social
Networks

Use Library

Yes

No

Yes

No

Gender

Age

1834

Race

3554

55+

Income

Oth

<
$40k

Education

$40k
to
$60k

$60k
+

< HS
35

400

185

338

231

169

242

158

206

194

196

204

121

156

123

209

118

47

26

106

59

146

11%

24%

13%

15%

6%

16%

4%

13%

9%

12%

11%

15%

12%

7%

12%

14%

2%

4%

8%

24%

9%

23%
8%
58%

49%
17%
10%

27%
9%
51%

30%
10%
45%

13%
5%
76%

35%
12%
37%

4%
1%
91%

24%
8%
55%

22%
7%
62%

26%
7%
56%

20%
8%
61%

35%
11%
40%

23%
7%
58%

11%
6%
76%

22%
8%
58%

25%
8%
53%

13%
9%
77%

38%
4%
54%

18%
8%
66%

27%
5%
44%

27%
9%
55%

100%

11%
6%
83%

HS
grad
or
voc

Some
col

Area of Residence

Col
grad

S
+Ctr
Cty

102

96

166

100

137

81

72

11%

10%

14%

9%

14%

10%

10%

19%
6%
65%

27%
14%
49%

25%
6%
54%

27%
6%
58%

28%
5%
53%

21%
7%
62%

13%
15%
63%

Q11c. Please tell me if you do the following all or most of the time, some of the time, hardly ever, or never.
Post comments on websites and comment on community or political issues.

Use Internet

Use Smart
Phone for Int

Yes

Yes

No

Yes

No

400

185

338

62

231

8%

17%

9%

10%

16%
8%
68%

35%
18%
31%

19%
10%
62%

23%
10%
57%

Total

RESPONDENTS
All/most of the
time
Some of the time
Hardly ever
Never

Post
Comment
s

MarketWise, Inc. #9-12-02-1

100%

Use Social
Networks

Use Library

Gender

Age

Race

Income

1834

3554

55+

204

121

156

123

209

118

7%

10%

8%

5%

7%

11%

15%
8%
70%

21%
11%
58%

19%
7%
66%

7%
7%
80%

12%
9%
71%

23%
6%
60%

9%
6%
81%

Yes

No

Yes

No

169

242

158

206

194

196

4%

12%

2%

8%

8%

8%

7%
6%
83%

26%
12%
51%

1%
3%
94%

19%
9%
64%

12%
8%
72%

17%
9%
66%

< HS

HS
grad
or
voc

146

35

8%

3%

17%
10%
66%

6%
3%
89%

$40k
to
$60k

$60k
+

106

59

4%

17%

16%
8%
73%

20%
8%
54%

Oth

<
$40k

47

26

4%

4%
27%
15%
54%

Education

Area of Residence

Some
col

Col
grad

S
+Ctr
Cty

102

96

166

100

137

81

72

6%

9%

9%

5%

8%

7%

8%

14%
8%
73%

20%
7%
64%

17%
10%
63%

24%
6%
65%

15%
9%
68%

15%
10%
68%

11%
8%
72%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q12. Over the past three
months, please tell me
whether you engaged in
the following activities
with a smartphone or cell
phone with Internet
access?
(Base=Total Sample)
Total
RESPONDENTS
12a. Use social
media
12b. Write and
read email
12c. Browse the
Internet
12d. Get local
news and
information
12e. Get regional
or national news
and information
12f. Get
directions
12g. Take pictures
or videos
12h. Watch
television or
movies
12i. Read eBooks,
online newspapers
or online
magazines
12j. Play games
online or through
apps
12k. Make
purchases online
12l. Use video
chat
12m. Download
apps
None of the above

MarketWise, Inc. #9-12-02-1

231
74%
87%
91%
82%
76%
81%
89%
32%

41%

45%
45%
30%
72%
4%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q12a. Over the past 3 months, please tell me how frequently you used your smartphone or cell phone with Internet access to engage in the following activity.
Use social media

Use
Inter
net

Use
Smar
t Pho
ne
for In
t

Yes

Yes

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

231
51%
11%
12%
26%
0%

231
51%
11%
12%
26%
0%

188
61%
13%
13%
13%

43
5%
2%
7%
84%
2%

129
45%
13%
11%
31%

102
58%
8%
14%
20%
1%

119
55%
7%
11%
27%

112
46%
15%
13%
25%
1%

97
72%
8%
6%
13%

98
42%
13%
15%
30%

36
17%
11%
19%
50%
3%

111
48%
9%
11%
32%
1%

71
56%
8%
14%
21%

30
47%
20%
17%
17%

19
53%
16%
5%
26%

57
53%
14%
14%
19%

34
38%
15%
12%
35%

101
53%
11%
12%
24%

15
53%
13%

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

231
51%
11%
12%
26%
0%

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

33%

HS
grad
or
voc
50
56%
6%
14%
24%

Area of Residence

Some
col

Col
grad

58
53%
14%
10%
21%
2%

108
46%
11%
14%
29%

62
55%
10%
16%
19%

S
+Ctr
Cty
78
53%
8%
12%
27%
1%

47
47%
15%
9%
30%

38
47%
13%
13%
26%

Q12b. Over the past 3 months, please tell me how frequently you used your smartphone or cell phone with Internet access to engage in the following activity.
Write or read emails

Use
Inter
net

Use
Smar
t Pho
ne
for In
t

Yes

Yes

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

231
62%
16%
8%
13%
0%

231
62%
16%
8%
13%
0%

188
65%
16%
7%
11%

43
51%
16%
12%
19%
2%

129
62%
19%
7%
12%

102
63%
14%
10%
13%
1%

119
62%
18%
8%
11%

112
63%
14%
8%
14%
1%

97
62%
22%
9%
7%

98
71%
12%
5%
11%

36
39%
14%
14%
31%
3%

111
62%
17%
6%
14%
1%

71
63%
15%
8%
13%

30
63%
20%
10%
7%

19
58%
11%
16%
16%

57
53%
19%
14%
14%

34
62%
12%
15%
12%

101
75%
12%
4%
9%

15
53%
13%
13%
20%

50
54%
24%
6%
16%

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

231
62%
16%
8%
13%
0%

MarketWise, Inc. #9-12-02-1

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

Area of Residence

Some
col

Col
grad

58
52%
16%
16%
16%
2%

108
73%
14%
5%
8%

62
60%
16%
8%
16%

S
+Ctr
Cty
78
72%
15%
4%
8%
1%

47
53%
17%
17%
13%

38
63%
18%
8%
11%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q12c. Over the past 3 months, please tell me how frequently you used your smartphone or cell phone with Internet access to engage in the following activity.
Browse the Interent

Use
Inter
net

Use
Smar
t Pho
ne
for In
t

Yes

Yes

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

231
66%
15%
10%
9%
0%

231
66%
15%
10%
9%
0%

188
70%
14%
9%
8%

43
49%
19%
19%
12%
2%

129
66%
14%
10%
10%

102
66%
16%
11%
7%
1%

119
69%
11%
10%
10%

112
63%
19%
11%
7%
1%

97
81%
10%
5%
3%

98
63%
17%
9%
10%

36
31%
19%
28%
19%
3%

111
61%
15%
13%
10%
1%

71
73%
13%
6%
8%

30
60%
17%
13%
10%

19
74%
16%
11%

57
67%
12%
12%
9%

34
62%
18%
12%
9%

101
70%
11%
10%
9%

15
60%
13%
7%
20%

50
74%
10%
8%
8%

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

231
66%
15%
10%
9%
0%

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

Area of Residence

Some
col

Col
grad

58
62%
17%
9%
10%
2%

108
65%
16%
13%
6%

62
66%
19%
5%
10%

S
+Ctr
Cty
78
69%
10%
13%
6%
1%

47
64%
11%
17%
9%

38
63%
21%
8%
8%

Q12d. Over the past 3 months, please tell me how frequently you used your smartphone or cell phone with Internet access to engage in the following activity.
Get local news and information

Use
Inter
net

Use
Smar
t Pho
ne
for In
t

Yes

Yes

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

231
49%
18%
15%
17%
0%

231
49%
18%
15%
17%
0%

188
51%
20%
14%
15%

43
40%
12%
21%
26%
2%

129
47%
22%
16%
15%

102
51%
13%
15%
21%
1%

119
55%
11%
14%
19%

112
42%
26%
16%
15%
1%

97
56%
18%
14%
12%

98
50%
19%
12%
18%

36
28%
17%
25%
28%
3%

111
49%
18%
13%
20%
1%

71
51%
18%
17%
14%

30
47%
17%
27%
10%

19
47%
21%
5%
26%

57
51%
11%
21%
18%

34
41%
24%
15%
21%

101
52%
18%
12%
18%

15
53%
13%

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

231
49%
18%
15%
17%
0%

MarketWise, Inc. #9-12-02-1

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

33%

HS
grad
or
voc
50
48%
18%
20%
14%

Area of Residence

Some
col

Col
grad

58
41%
21%
16%
21%
2%

108
53%
18%
15%
15%

62
40%
18%
21%
21%

S
+Ctr
Cty
78
58%
18%
10%
13%
1%

47
47%
19%
17%
17%

38
50%
18%
16%
16%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q12e. Over the past 3 months, please tell me how frequently you used your smartphone or cell phone with Internet access to engage in the following activity.
Get regional news and information

Use
Inter
net

Use
Smar
t Pho
ne
for In
t

Yes

Yes

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

231
39%
23%
15%
23%
0%

231
39%
23%
15%
23%
0%

188
40%
27%
12%
21%

43
30%
7%
26%
35%
2%

129
34%
26%
17%
22%

102
44%
19%
12%
25%
1%

119
44%
22%
9%
25%

112
33%
24%
21%
21%
1%

97
48%
25%
9%
18%

98
38%
21%
17%
23%

36
14%
22%
22%
39%
3%

111
43%
21%
12%
23%
1%

71
38%
25%
14%
23%

30
40%
13%
23%
23%

19
11%
42%
21%
26%

57
35%
19%
19%
26%

34
38%
29%
18%
15%

101
45%
24%
10%
22%

15
20%
13%
7%
60%

50
36%
26%
16%
22%

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

231
39%
23%
15%
23%
0%

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

Area of Residence

Some
col

Col
grad

58
36%
22%
14%
26%
2%

108
44%
23%
16%
18%

62
34%
24%
18%
24%

S
+Ctr
Cty
78
50%
23%
10%
15%
1%

47
32%
23%
19%
26%

38
34%
21%
16%
29%

Q12f. Over the past 3 months, please tell me how frequently you used your smartphone or cell phone with Internet access to engage in the following activity.
Get directions

Use
Inter
net

Use
Smar
t Pho
ne
for In
t

Yes

Yes

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

231
20%
33%
28%
19%

231
20%
33%
28%
19%

188
21%
35%
27%
17%

43
16%
23%
33%
28%

129
20%
31%
29%
20%

102
21%
35%
26%
18%

119
22%
28%
30%
20%

112
19%
38%
25%
18%

97
24%
42%
24%
10%

98
21%
28%
28%
23%

36
8%
22%
39%
31%

111
14%
31%
32%
23%

71
25%
35%
25%
14%

30
33%
27%
27%
13%

19
16%
47%
11%
26%

57
26%
35%
28%
11%

34
18%
29%
24%
29%

101
17%
34%
31%
19%

15
40%
27%
13%
20%

50
22%
32%
26%
20%

58
17%
34%
28%
21%

108
19%
33%
31%
18%

62
19%
31%
35%
15%

78
23%
33%
26%
18%

47
19%
32%
23%
26%

38
18%
39%
26%
16%

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

231
20%
33%
28%
19%

MarketWise, Inc. #9-12-02-1

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

Area of Residence

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q12g. Over the past 3 months, please tell me how frequently you used your smartphone or cell phone with Internet access to engage in the following activity.
Take pictures and videos

Use
Inter
net

Use
Smar
t Pho
ne
for In
t

Yes

Yes

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

231
27%
44%
18%
11%
0%

231
27%
44%
18%
11%
0%

188
30%
47%
15%
8%

43
14%
30%
30%
23%
2%

129
26%
43%
19%
12%

102
27%
45%
17%
10%
1%

119
21%
45%
21%
13%

112
33%
43%
14%
9%
1%

97
39%
45%
10%
5%

98
20%
39%
28%
13%

36
11%
56%
11%
19%
3%

111
25%
45%
17%
12%
1%

71
38%
37%
18%
7%

30
20%
50%
13%
17%

19
5%
58%
26%
11%

57
32%
39%
14%
16%

34
32%
41%
15%
12%

101
25%
45%
23%
8%

15
27%
33%
20%
20%

50
28%
50%
10%
12%

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

231
27%
44%
18%
11%
0%

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

Area of Residence

Some
col

Col
grad

58
33%
36%
16%
14%
2%

108
23%
47%
22%
7%

62
24%
50%
18%
8%

S
+Ctr
Cty
78
27%
47%
14%
10%
1%

47
32%
32%
17%
19%

38
29%
45%
21%
5%

Q12h. Over the past 3 months, please tell me how frequently you used your smartphone or cell phone with Internet access to engage in the following activity.
Watch television or movies

Use
Inter
net

Use
Smar
t Pho
ne
for In
t

Yes

Yes

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

231
7%
8%
17%
67%
0%

231
7%
8%
17%
67%
0%

188
7%
10%
20%
63%

43
7%

129
9%
10%
16%
64%

102
5%
5%
19%
71%
1%

119
8%
7%
18%
67%

112
7%
9%
16%
67%
1%

97
8%
8%
19%
65%

98
9%
10%
18%
62%

36

111
3%
5%
14%
77%
1%

71
15%
15%
20%
49%

30
10%

19

57
12%
7%
21%
60%

34
15%
12%
15%
59%

101
3%
6%
19%
72%

15
20%

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

231
7%
8%
17%
67%
0%

MarketWise, Inc. #9-12-02-1

Use Social
Networks

7%
84%
2%

Use Library

Gender

Age

Race

11%
86%
3%

Income

20%
70%

5%
21%
74%

Education

13%
67%

HS
grad
or
voc
50
10%
10%
12%
68%

Area of Residence

Some
col

Col
grad

58
3%
10%
21%
64%
2%

108
6%
6%
19%
69%

62
10%
5%
16%
69%

S
+Ctr
Cty
78
4%
10%
14%
71%
1%

47
6%
11%
19%
64%

38
13%
5%
21%
61%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q12i. Over the past 3 months, please tell me how frequently you used your smartphone or cell phone with Internet access to engage in the following activity.
Read eBooks, online newspapers, or online magazines

Use
Inter
net

Use
Smar
t Pho
ne
for In
t

Yes

Yes

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

231
11%
13%
17%
58%
0%

231
11%
13%
17%
58%
0%

188
12%
15%
19%
54%

43
9%
2%
9%
77%
2%

129
13%
13%
16%
58%

102
9%
13%
19%
59%
1%

119
11%
12%
16%
61%

112
12%
14%
18%
55%
1%

97
12%
13%
15%
59%

98
13%
16%
18%
52%

36
3%
3%
17%
75%
3%

111
9%
12%
14%
65%
1%

71
18%
11%
23%
48%

30
7%
27%
13%
53%

19
5%
5%
21%
68%

57
5%
19%
21%
54%

34
21%
15%
15%
50%

101
11%
13%
15%
61%

15
7%
20%
13%
60%

50
6%
14%
16%
64%

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

231
11%
13%
17%
58%
0%

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

Area of Residence

Some
col

Col
grad

58
10%
14%
14%
60%
2%

108
15%
11%
19%
55%

62
8%
10%
18%
65%

S
+Ctr
Cty
78
17%
9%
12%
62%
1%

47
6%
15%
21%
57%

38
11%
26%
24%
39%

Q12j. Over the past 3 months, please tell me how frequently you used your smartphone or cell phone with Internet access to engage in the following activity.
Play games online or through apps

Use
Inter
net

Use
Smar
t Pho
ne
for In
t

Yes

Yes

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

231
16%
14%
15%
55%
0%

231
16%
14%
15%
55%
0%

188
19%
15%
18%
48%

43
2%
9%
2%
84%
2%

129
16%
15%
16%
53%

102
16%
14%
14%
56%
1%

119
15%
17%
15%
53%

112
17%
12%
14%
56%
1%

97
19%
20%
15%
46%

98
16%
9%
16%
58%

36
8%
14%
8%
67%
3%

111
13%
14%
14%
59%
1%

71
20%
18%
18%
44%

30
13%
7%
20%
60%

19
26%
11%

57
14%
21%
23%
42%

34
24%
12%
12%
53%

101
15%
12%
13%
60%

15
13%
20%
7%
60%

50
22%
18%
10%
50%

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

231
16%
14%
15%
55%
0%

MarketWise, Inc. #9-12-02-1

Use Social
Networks

Use Library

Gender

Age

Race

Income

63%

Education

Area of Residence

Some
col

Col
grad

58
17%
19%
19%
43%
2%

108
13%
9%
16%
62%

62
19%
16%
11%
53%

S
+Ctr
Cty
78
10%
13%
15%
60%
1%

47
21%
13%
19%
47%

38
13%
18%
13%
55%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q12k. Over the past 3 months, please tell me how frequently you used your smartphone or cell phone with Internet access to engage in the following activity.
Make purchases online

Use
Inter
net

Use
Smar
t Pho
ne
for
Int

Yes

Yes

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

231
5%
12%
28%
55%
0%

231
5%
12%
28%
55%
0%

188
5%
14%
29%
53%

43
7%
5%
23%
63%
2%

129
7%
14%
25%
54%

102
3%
10%
31%
55%
1%

119
5%
14%
29%
52%

112
5%
10%
27%
57%
1%

97
5%
11%
32%
52%

98
7%
12%
32%
49%

36

111
3%
12%
27%
58%
1%

71
11%
8%
32%
48%

30

19
5%
21%
16%
58%

57
7%
9%
25%
60%

34
6%
15%
29%
50%

101
4%
14%
32%
50%

15
7%
7%
13%
73%

50
8%
6%
22%
64%

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never
Don't know

231
5%
12%
28%
55%
0%

Use Social
Networks

Use Library

Gender

Age

Race

14%
6%
78%
3%

Income

17%
27%
57%

Education

Area of Residence

Some
col

Col
grad

58
2%
14%
22%
60%
2%

108
6%
15%
35%
44%

62
5%
13%
23%
60%

S
+Ctr
Cty
78
1%
14%
35%
49%
1%

47
6%
9%
26%
60%

38
13%
11%
26%
50%

Q12l. Over the past 3 months, please tell me how frequently you used your smartphone or cell phone with Internet access to engage in the following activity.
Use video chat

Use
Inter
net

Use
Smar
t Pho
ne
for
Int

Yes

Yes

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

231
4%
9%
17%
70%

231
4%
9%
17%
70%

188
4%
10%
20%
65%

43
2%
5%
2%
91%

129
3%
9%
19%
69%

102
5%
9%
15%
72%

119
6%
9%
18%
66%

112
2%
9%
15%
74%

97
7%
8%
22%
63%

98
2%
13%
16%
68%

36

111
1%
7%
16%
76%

71
10%
8%
20%
62%

30
3%
13%
20%
63%

19

57
5%
5%
21%
68%

34
9%
15%
15%
62%

101
1%
8%
18%
73%

15
7%

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

231
4%
9%
17%
70%

MarketWise, Inc. #9-12-02-1

Use Social
Networks

Use Library

Gender

Age

Race

6%
94%

Income

16%
5%
79%

Education

13%
80%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

50
8%
10%
20%
62%

58
3%
5%
10%
81%

108
2%
12%
19%
67%

62
2%
13%
21%
65%

78
3%
8%
14%
76%

47
4%
6%
13%
77%

38
11%
11%
21%
58%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q12m. Over the past 3 months, please tell me how frequently you used your smartphone or cell phone with Internet access to engage in the following activity.
Download apps

Use
Inter
net

Use
Smar
t Pho
ne
for In
t

Yes

Yes

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

231
10%
23%
38%
28%

231
10%
23%
38%
28%

188
11%
27%
39%
23%

43
9%
7%
33%
51%

129
9%
23%
40%
28%

102
12%
24%
36%
28%

119
11%
28%
36%
25%

112
10%
19%
40%
31%

97
14%
30%
41%
14%

98
9%
22%
37%
32%

36
3%
8%
33%
56%

111
5%
19%
44%
32%

71
20%
32%
31%
17%

30
17%
13%
40%
30%

19

57
18%
16%
33%
33%

34
15%
21%
26%
38%

101
4%
27%
46%
24%

15
27%
7%
20%
47%

50
12%
28%
24%
36%

58
10%
29%
33%
28%

108
7%
20%
50%
22%

62
10%
26%
44%
21%

78
6%
26%
41%
27%

47
9%
19%
34%
38%

38
21%
21%
32%
26%

Total

RESPONDENTS
Daily
Weekly
Less than weekly
Never

231
10%
23%
38%
28%

Use Social
Networks

Use Library

Gender

Age

Race

Income

Q13. In the past year,


have you created any of
the following media
content yourself?
(Base=Total Sample)
Total
RESPONDENTS
Written a letter to
an editor or
newspaper
Created video or
audio materials
Created a digital
slide show or
PowerPoint
presentation
Written a blog
Created and
posted a podcast
Created a
webpage of any
kind
None of the above

MarketWise, Inc. #9-12-02-1

400
11%
24%
27%
10%
2%
17%
52%

32%
26%
42%

Education

Area of Residence

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q13a. In the past year, have you created any of the following media content yourself?
Written a letter to an editor or newspaper
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
11%
89%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
12%
88%

62
3%
97%

231
12%
88%

169
9%
91%

242
14%
86%

158
6%
94%

206
11%
89%

194
11%
89%

196
12%
88%

204
9%
91%

121
6%
94%

156
11%
89%

123
15%
85%

209
15%
85%

118
4%
96%

47
6%
94%

26
12%
88%

106
4%
96%

59
12%
88%

Education
$60k
+
146
15%
85%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
6%
94%

102
7%
93%

96
5%
95%

166
17%
83%

100
8%
92%

137
18%
82%

81
7%
93%

72
4%
96%

Some
col

Col
grad

S
+Ctr
Cty

96
27%
73%

166
27%
73%

100
27%
73%

137
24%
76%

81
20%
80%

72
24%
76%

Q13b. In the past year, have you created any of the following media content yourself?
Created video or audio materials
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
24%
76%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
28%
72%

62
5%
95%

231
35%
65%

169
10%
90%

242
35%
65%

158
8%
92%

206
27%
73%

194
22%
78%

196
30%
70%

204
19%
81%

121
40%
60%

156
24%
76%

123
10%
90%

209
24%
76%

118
31%
69%

47
6%
94%

26
27%
73%

106
20%
80%

59
22%
78%

Education

Area of Residence

$60k
+

< HS

HS
grad
or
voc

146
29%
71%

35
9%
91%

102
22%
78%

Some
col

Col
grad

S
+Ctr
Cty

96
25%
75%

166
37%
63%

100
27%
73%

137
31%
69%

81
22%
78%

72
24%
76%

Q13c. In the past year, have you created any of the following media content yourself?
Created a digital slide show or PowerPoint presentation
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
27%
73%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
31%
69%

62
5%
95%

231
40%
60%

169
9%
91%

242
38%
62%

158
11%
89%

206
34%
66%

194
20%
80%

196
29%
71%

204
25%
75%

121
40%
60%

156
29%
71%

123
12%
88%

209
28%
72%

118
27%
73%

47
26%
74%

26
19%
81%

106
16%
84%

59
25%
75%

Education

Area of Residence

$60k
+

< HS

HS
grad
or
voc

146
36%
64%

35
9%
91%

102
19%
81%

Some
col

Col
grad

S
+Ctr
Cty

96
9%
91%

166
12%
88%

100
7%
93%

137
12%
88%

81
7%
93%

72
13%
88%

Q13d. In the past year, have you created any of the following media content yourself?
Written a blog
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
10%
90%

MarketWise, Inc. #9-12-02-1

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
12%
88%

62

231
14%
86%

169
4%
96%

242
15%
85%

158
1%
99%

206
14%
86%

194
6%
94%

196
11%
89%

204
9%
91%

121
12%
88%

156
13%
87%

123
4%
96%

209
8%
92%

118
12%
88%

47
11%
89%

26
12%
88%

106
8%
92%

59
17%
83%

100%

Education
$60k
+

< HS

HS
grad
or
voc

146
10%
90%

35
6%
94%

102
8%
92%

Area of Residence

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q13e. In the past year, have you created any of the following media content yourself?
Created and posted a podcast
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
2%
98%

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

338
2%
98%

62

231
3%
97%

169

242
3%
97%

158

206
2%
98%

194
1%
99%

196
2%
98%

204
1%
99%

121
3%
97%

156
2%
98%

100%

100%

100%

Race

Income

55+

Oth

123

209
0%
100%

118
3%
97%

47
4%
96%

26

100%

100%

Education

<
$40k

$40k
to
$60k

$60k
+

106
2%
98%

59
3%
97%

146
1%
99%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

35
3%
97%

102
3%
97%

96
1%
99%

166
1%
99%

100
2%
98%

Some
col

Col
grad

S
+Ctr
Cty

96
16%
84%

166
22%
78%

100
19%
81%

137
14%
86%

81
19%
81%

72
14%
86%

S
+Ctr
Cty
137
100%

81
2%
98%

72
4%
96%

Q13f. In the past year, have you created any of the following media content yourself?
Created a webpage of any kind
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
17%
83%

MarketWise, Inc. #9-12-02-1

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
20%
80%

62

231
24%
76%

169
7%
93%

242
26%
74%

158
3%
97%

206
21%
79%

194
12%
88%

196
19%
81%

204
15%
85%

121
20%
80%

156
22%
78%

123
7%
93%

209
17%
83%

118
20%
80%

47
9%
91%

26
12%
88%

106
13%
87%

59
19%
81%

100%

Education
$60k
+

< HS

HS
grad
or
voc

146
23%
77%

35
6%
94%

102
14%
86%

Area of Residence

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q14. Agreement with the
following statements . . .
(Base=Internet Users)
Total
RESPONDENTS
14a. I think that
using the Internet
makes me more in
formed.
14b. I think that
reading other
peoples'
recommendations
on sites like
Amazon, Ebay or
Yelp is useful
helping me make
decisions.
14c. I think the
Internet offers a
very important
opportunity to get
to know people
from different
backgrounds and
places.
14d. It is
important for me
to be able to stay
in touch with my
friends online.
14e. When I go
online, I like to
feel I am part of a
community.
14f. I enjoy the
shared aspect of
things like
Wikipedia and
online message
boards.
14g. I regularly
post information
about myself
online.

MarketWise, Inc. #9-12-02-1

338
92%

68%

76%

74%

44%

62%

24%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q14. Agreement with the
following statements . . .
(Base=Internet Users)
Total
14h. When I'm
interested in a
topic, I gather
information from
several different
sources like TV,
radio, and the
Internet to try to
get the full
picture.
14i. I am usually
able to enter the
right words in a
search engine to
find what I am
looking for.
14j. I can usually
determine
whether or not
the information I
find online is
correct and
reliable.
14k. When I
search for
something online
and get many
results, I can
usually decide
which ones will be
the most useful
for me.
14l. I often share
website links with
other people.
Did not agree with
any above

MarketWise, Inc. #9-12-02-1

83%

92%

85%

93%

52%
2%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q14a. Please tell me whether you agree or disagree with the following statements.
I think that using the Internet makes me more informed.
(Base=Internet users only)

RESPONDENTS
Agree
Disagree
Don't know

Use
Inter
net

Use Smart
Phone for Int

Yes

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
92%
7%
2%

231
94%
5%
2%

107
88%
10%
2%

242
95%
5%
1%

96
84%
11%
4%

183
93%
7%
1%

155
90%
6%
3%

165
93%
5%
2%

173
91%
8%
2%

114
91%
6%
3%

137
93%
7%
1%

87
91%
7%
2%

186
95%
3%
2%

92
87%
11%
2%

35
89%
9%
3%

25
88%
12%

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

<
$40k

$40k
to
$60k

$60k
+

76
84%
13%
3%

55
91%
7%
2%

141
96%
3%
1%

< HS
17
71%
29%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

78
90%
9%
1%

84
86%
8%
6%

158
98%
2%

S
+Ctr
Cty

89
94%
3%
2%

120
95%
3%
2%

67
90%
9%
1%

55
82%
16%
2%

Q14b. Please tell me whether you agree or disagree with the following statements.
I think that reading other people's recommendations on sites like Amazon, Ebay or Yelp is useful in helping me make decisions.
(Base=Internet users only)
Use
Inter
net

RESPONDENTS
Agree
Disagree
Don't know

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Race

Income

Yes

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
68%
28%
4%

231
73%
24%
3%

107
56%
36%
7%

242
75%
23%
2%

96
50%
42%
8%

183
72%
25%
3%

155
63%
32%
6%

165
71%
27%
2%

173
65%
29%
6%

114
72%
25%
3%

137
69%
29%
2%

87
61%
30%
9%

186
71%
24%
5%

92
61%
35%
4%

35
71%
26%
3%

25
64%
36%

Education

<
$40k

$40k
to
$60k

$60k
+

76
61%
36%
4%

55
73%
22%
5%

141
73%
23%
4%

< HS
17
71%
29%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

78
68%
28%
4%

84
58%
37%
5%

158
73%
23%
4%

89
70%
26%
4%

120
71%
26%
3%

67
60%
37%
3%

55
71%
24%
5%

Q14c. Please tell me whether you agree or disagree with the following statements.
I think the Internet offers a very important opportunity to get to know people from different backgounds and places.
(Base=Internet users only)

RESPONDENTS
Agree
Disagree
Don't know

Use
Inter
net

Use Smart
Phone for Int

Yes

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

338
76%
20%
4%

231
79%
16%
5%

107
69%
28%
3%

242
81%
15%
3%

96
61%
31%
7%

183
78%
18%
4%

155
73%
22%
5%

165
79%
18%
3%

173
72%
22%
6%

114
85%
13%
2%

137
74%
20%
7%

87
67%
29%
5%

186
74%
23%
4%

92
79%
15%
5%

35
83%
14%
3%

25
68%
24%
8%

76
79%
17%
4%

55
82%
13%
5%

141
73%
22%
5%

MarketWise, Inc. #9-12-02-1

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

< HS
17
82%
18%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

78
81%
17%
3%

84
73%
21%
6%

158
74%
21%
5%

89
74%
21%
4%

120
74%
22%
4%

67
76%
16%
7%

55
80%
18%
2%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q14d. Please tell me whether you agree or disagree with the following statements.
It is important for me to be able to stay in touch with my friends online.
(Base=Internet users only)

RESPONDENTS
Agree
Disagree
Don't know

Use
Inter
net

Use Smart
Phone for Int

Yes

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
74%
24%
2%

231
78%
20%
2%

107
64%
34%
2%

242
85%
14%
1%

96
47%
49%
4%

183
76%
22%
2%

155
72%
26%
2%

165
78%
21%
2%

173
71%
28%
2%

114
84%
15%
1%

137
70%
28%
1%

87
67%
30%
3%

186
76%
23%
2%

92
71%
26%
3%

35
83%
17%

25
60%
40%

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

<
$40k

$40k
to
$60k

$60k
+

76
72%
26%
1%

55
71%
25%
4%

141
74%
26%
1%

< HS
17
76%
24%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

78
74%
24%
1%

84
64%
32%
4%

158
78%
20%
1%

89
69%
29%
2%

120
82%
16%
3%

67
73%
25%
1%

55
71%
29%

Q14e. Please tell me whether you agree or disagree with the following statements.
When I go online, I like to feel I am part of a community.
(Base=Internet users only)
Use
Inter
net

RESPONDENTS
Agree
Disagree
Don't know

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

Yes

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

338
44%
52%
4%

231
48%
48%
3%

107
36%
60%
4%

242
52%
45%
3%

96
26%
69%
5%

183
48%
50%
2%

155
41%
54%
5%

165
43%
54%
3%

173
46%
50%
4%

114
52%
47%
1%

137
42%
53%
5%

87
38%
57%
5%

186
40%
57%
3%

92
49%
47%
4%

35
66%
34%

25
32%
60%
8%

76
53%
45%
3%

55
49%
44%
7%

141
42%
55%
3%

< HS
17
59%
41%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

78
49%
49%
3%

84
49%
45%
6%

158
38%
59%
3%

89
44%
51%
6%

120
42%
54%
4%

67
45%
52%
3%

55
53%
47%

Q14f. Please tell me whether you agree or disagree with the following statements.
I enjoy the shared aspects of things like Wikipedia and online message boards.
(Base=Internet users only)

RESPONDENTS
Agree
Disagree
Don't know

Use
Inter
net

Use Smart
Phone for Int

Yes

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
62%
33%
4%

231
70%
26%
3%

107
46%
48%
7%

242
73%
24%
3%

96
35%
56%
8%

183
61%
35%
4%

155
65%
31%
5%

165
62%
33%
5%

173
62%
34%
4%

114
82%
17%
2%

137
60%
36%
4%

87
41%
51%
8%

186
56%
39%
5%

92
66%
28%
5%

35
80%
20%

25
72%
28%

MarketWise, Inc. #9-12-02-1

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

Area of Residence

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

76
68%
28%
4%

55
67%
24%
9%

141
57%
40%
4%

17
65%
29%
6%

78
65%
31%
4%

84
61%
35%
5%

158
61%
34%
4%

89
64%
33%
3%

120
63%
32%
5%

67
61%
33%
6%

55
60%
36%
4%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q14g. Please tell me whether you agree or disagree with the following statements.
I regularly post information about myself online.
(Base=Internet users only)

RESPONDENTS
Agree
Disagree
Don't know

Use
Inter
net

Use Smart
Phone for Int

Yes

Yes

No

Yes

No

Yes

No

338
24%
75%
1%

231
28%
71%
1%

107
15%
84%
1%

242
31%
68%
0%

96
5%
92%
3%

183
27%
72%
1%

155
21%
78%
1%

165
23%
75%
2%

173
25%
75%
1%

Use Social
Networks

Use Library

Gender

Age

Race

Income

1834

3554

55+

Oth

114
38%
62%

137
21%
77%
2%

87
10%
89%
1%

186
17%
83%
1%

92
35%
62%
3%

35
34%
66%

25
24%
76%

Education

<
$40k

$40k
to
$60k

$60k
+

76
32%
67%
1%

55
29%
69%
2%

141
19%
80%
1%

< HS
17
24%
76%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

78
31%
68%
1%

84
30%
68%
2%

158
18%
82%
1%

89
24%
74%
2%

120
19%
80%
1%

67
31%
67%
1%

55
27%
73%

Q14h. Please tell me whether you agree or disagree with the following statements.
When I'm interested in a topic, I gather informaton from several different sources like TV, radio, and the Internet to try to get the full picture.
(Base=Internet users only)
Use
Inter
net

RESPONDENTS
Agree
Disagree
Don't know

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Yes

Yes

No

Yes

No

Yes

No

338
83%
16%
1%

231
86%
13%
1%

107
77%
22%
1%

242
87%
12%
0%

96
72%
25%
3%

183
84%
15%
1%

155
81%
17%
1%

165
85%
13%
2%

173
80%
19%
1%

Race

Income

1834

3554

55+

Oth

114
86%
14%

137
81%
18%
1%

87
82%
16%
2%

186
87%
12%
1%

92
78%
20%
2%

35
83%
17%

25
72%
28%

<
$40k
76
80%
18%
1%

$40k
to
$60k
55
80%
20%

Education

$60k
+
141
86%
13%
1%

< HS
17
82%
18%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

78
82%
17%
1%

84
77%
20%
2%

158
86%
13%
1%

89
76%
21%
2%

120
88%
10%
2%

67
82%
18%

55
84%
16%

Q14i. Please tell me whether you agree or disagree with the following statements.
I am usually able to enter the right words in a search engine to find what I am looking for.
(Base=Internet users only)

RESPONDENTS
Agree
Disagree
Don't know

Use
Inter
net

Use Smart
Phone for Int

Yes

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
92%
7%
1%

231
94%
4%
1%

107
88%
11%
1%

242
96%
4%
0%

96
83%
14%
3%

183
93%
5%
1%

155
91%
8%
1%

165
93%
5%
2%

173
92%
8%

114
97%
3%

137
91%
8%
1%

87
89%
9%
2%

186
95%
4%
1%

92
89%
9%
2%

35
91%
9%

25
88%
12%

MarketWise, Inc. #9-12-02-1

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

<
$40k

$40k
to
$60k

$60k
+

76
89%
9%
1%

55
89%
9%
2%

141
97%
2%
1%

< HS
17
94%
6%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

78
88%
10%
1%

84
87%
12%
1%

158
97%
2%
1%

89
91%
7%
2%

120
93%
6%
1%

67
93%
6%
1%

55
91%
9%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q14j. Please tell me whether you agree or disagree with the following statements.
I can usually determine whether or not the information I find online is correct and reliable.
(Base=Internet users only)

RESPONDENTS
Agree
Disagree
Don't know

Use
Inter
net

Use Smart
Phone for Int

Yes

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
85%
12%
4%

231
88%
8%
3%

107
78%
19%
4%

242
87%
10%
2%

96
79%
15%
6%

183
87%
10%
3%

155
82%
14%
5%

165
86%
10%
4%

173
84%
13%
3%

114
88%
11%
2%

137
86%
9%
4%

87
79%
16%
5%

186
88%
9%
3%

92
83%
12%
5%

35
83%
14%
3%

25
76%
24%

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

<
$40k

$40k
to
$60k

$60k
+

76
79%
17%
4%

55
89%
7%
4%

141
89%
8%
3%

< HS
17
94%
6%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

78
79%
18%
3%

84
80%
14%
6%

158
89%
8%
3%

89
78%
18%
4%

120
84%
12%
4%

67
94%
3%
3%

55
85%
13%
2%

Q14k. Please tell me whether you agree or disagree with the following statements.
When I search for something online and get many results, I can usually decide which ones will be the most useful for me.
(Base=Internet users only)
Use
Inter
net

RESPONDENTS
Agree
Disagree
Don't know

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Race

Income

Yes

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
93%
6%
2%

231
94%
4%
2%

107
90%
8%
2%

242
96%
3%
1%

96
84%
13%
3%

183
95%
4%
2%

155
90%
8%
2%

165
95%
3%
2%

173
91%
8%
1%

114
95%
3%
3%

137
93%
5%
1%

87
89%
10%
1%

186
94%
5%
1%

92
90%
7%
3%

35
91%
6%
3%

25
96%
4%

<
$40k
76
88%
8%
4%

$40k
to
$60k
55
95%
5%

Education

$60k
+
141
96%
2%
1%

< HS
17
100%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

78
92%
6%
1%

84
85%
11%
5%

158
96%
3%
1%

89
91%
6%
3%

120
93%
5%
2%

67
96%
4%

55
89%
9%
2%

Q14l. Please tell me whether you agree or disagree with the following statements.
I often share website links with other people.
(Base=Internet users only)

RESPONDENTS
Agree
Disagree
Don't know

Use
Inter
net

Use Smart
Phone for Int

Yes

Yes

No

Yes

No

Yes

No

338
52%
46%
2%

231
58%
41%
1%

107
40%
57%
3%

242
58%
41%
1%

96
38%
58%
4%

183
55%
43%
3%

155
49%
50%
1%

165
52%
46%
2%

173
53%
46%
1%

MarketWise, Inc. #9-12-02-1

Use Social
Networks

Use Library

Gender

Age

Race

Income

1834

3554

55+

Oth

114
55%
45%

137
54%
44%
2%

87
45%
52%
3%

186
55%
44%
2%

92
53%
43%
3%

35
34%
66%

25
52%
48%

Education

<
$40k

$40k
to
$60k

$60k
+

76
45%
54%
1%

55
62%
35%
4%

141
55%
43%
1%

< HS
17
41%
59%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

78
45%
54%
1%

84
48%
50%
2%

158
59%
39%
2%

89
53%
45%
2%

120
54%
43%
3%

67
48%
51%
1%

55
55%
45%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q15. Agreement that
computer and Internet
skills are sufficient to do
the following . . .
(Base=Internet Users)
Total
RESPONDENTS
15a.
Communicate
with relatives,
friends and
colleagues
15b. Protect your
personal data
such as your
address, phone
number, credit
card, and bank
information
15c.Conduct a job
search online
15d. Find general
information about
local government
services
15e. Find
information about
local news and
events
15f. Find
information about
regional or
national news and
events
Did not agree with
any above

MarketWise, Inc. #9-12-02-1

338

93%

77%

83%
92%

93%

92%

2%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q15a. Do you feel your current computer and Internet skills are sufficient to . . .
Communicate with relatives, friends and colleagues?
(Base=Internet users only)

RESPONDENTS
Yes
No/DK

Use
Inter
net

Use Smart
Phone for Int

Yes

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

338
93%
7%

231
95%
5%

107
90%
10%

242
96%
4%

96
86%
14%

183
96%
4%

155
90%
10%

165
94%
6%

173
92%
8%

114
95%
5%

137
95%
5%

87
89%
11%

186
94%
6%

92
95%
5%

35
86%
14%

25
96%
4%

76
91%
9%

55
93%
7%

141
96%
4%

17
88%
12%

78
90%
10%

84
88%
12%

158
98%
2%

89
96%
4%

120
93%
8%

67
96%
4%

55
89%
11%

Some
col

Col
grad

S
+Ctr
Cty

84
73%
27%

158
82%
18%

89
84%
16%

120
71%
29%

67
76%
24%

55
80%
20%

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

Area of Residence

Q15b. Do you feel your current computer and Internet skills are sufficient to . . .
Protect your personal data such as your address, phone number, credit card, and bank information?
(Base=Internet users only)
Use
Inter
net

RESPONDENTS
Yes
No/DK

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

Yes

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

338
77%
23%

231
81%
19%

107
68%
32%

242
82%
18%

96
66%
34%

183
79%
21%

155
75%
25%

165
81%
19%

173
74%
26%

114
83%
17%

137
82%
18%

87
62%
38%

186
76%
24%

92
82%
18%

35
74%
26%

25
72%
28%

76
70%
30%

55
85%
15%

141
82%
18%

17
76%
24%

78
73%
27%

Area of Residence

Q15c. Do you feel your current computer and Internet skills are sufficient to . . .
Conduct a job search online?
(Base=Internet users only)

RESPONDENTS
Yes
No/DK

Use
Inter
net

Use Smart
Phone for Int

Yes

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

338
83%
17%

231
88%
12%

107
70%
30%

242
90%
10%

96
63%
38%

183
85%
15%

155
80%
20%

165
87%
13%

173
78%
22%

114
90%
10%

137
90%
10%

87
61%
39%

186
78%
22%

92
95%
5%

35
69%
31%

25
88%
12%

76
68%
32%

55
87%
13%

141
90%
10%

17
71%
29%

78
82%
18%

84
79%
21%

158
87%
13%

89
82%
18%

120
82%
18%

67
85%
15%

55
82%
18%

MarketWise, Inc. #9-12-02-1

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

Area of Residence

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q15d. Do you feel your current computer and Internet skills are sufficient to . . .
Find general information about local government services?
(Base=Internet users only)

RESPONDENTS
Yes
No/DK

Use
Inter
net

Use Smart
Phone for Int

Yes

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
92%
8%

231
95%
5%

107
86%
14%

242
95%
5%

96
83%
17%

183
93%
7%

155
90%
10%

165
95%
5%

173
90%
10%

114
95%
5%

137
94%
6%

87
85%
15%

186
92%
8%

92
92%
8%

35
83%
17%

25
100%

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

Area of Residence

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

76
82%
18%

55
91%
9%

141
98%
2%

17
82%
18%

78
88%
12%

84
87%
13%

158
97%
3%

89
94%
6%

120
92%
8%

67
91%
9%

55
91%
9%

Some
col

Col
grad

S
+Ctr
Cty

84
90%
10%

158
96%
4%

89
93%
7%

120
94%
6%

67
93%
7%

55
93%
7%

Q15e. Do you feel your current computer and Internet skills are sufficient to . . .
Find information about local news and events?
(Base=Internet users only)
Use
Inter
net

RESPONDENTS
Yes
No/DK

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

Yes

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

338
93%
7%

231
94%
6%

107
91%
9%

242
96%
4%

96
85%
15%

183
97%
3%

155
88%
12%

165
96%
4%

173
90%
10%

114
99%
1%

137
93%
7%

87
86%
14%

186
94%
6%

92
92%
8%

35
91%
9%

25
96%
4%

76
92%
8%

55
87%
13%

141
97%
3%

17
94%
6%

78
90%
10%

Area of Residence

Q15f. Do you feel your current computer and Internet skills are sufficient to . . .
Find information about regional or national news and events?
(Base=Internet users only)

RESPONDENTS
Yes
No/DK

Use
Inter
net

Use Smart
Phone for Int

Yes

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

338
92%
8%

231
94%
6%

107
89%
11%

242
95%
5%

96
84%
16%

183
95%
5%

155
88%
12%

165
95%
5%

173
90%
10%

114
96%
4%

137
92%
8%

87
87%
13%

186
94%
6%

92
89%
11%

35
86%
14%

25
96%
4%

76
86%
14%

55
89%
11%

141
97%
3%

17
82%
18%

78
87%
13%

84
87%
13%

158
98%
2%

89
93%
7%

120
94%
6%

67
93%
7%

55
84%
16%

MarketWise, Inc. #9-12-02-1

Use Social
Networks

Use Library

Gender

Age

Race

Income

Education

Area of Residence

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q16. Sources used to
learn about computers
and related technology.
(Base=Total Sample)
Total
RESPONDENTS
16a. Through a
school system
either private or
public
16b. Through
training classes
16c. From friends,
family members,
or colleagues
16d. From
children
16e. On your own
None of the above

400
54%
48%
72%
40%
84%
7%

Q16a. Have you learned about computers and related technology from the following source?
Through a school system either public or private.
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No
Have not learned
about computers

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

400
54%
45%

338
59%
40%

62
24%
71%

231
68%
32%

169
35%
63%

242
69%
31%

158
31%
66%

206
59%
40%

194
48%
50%

196
58%
41%

204
50%
49%

121
85%
15%

156
54%
46%

123
24%
73%

209
47%
52%

118
66%
32%

47
47%
53%

26
69%
27%

106
49%
48%

59
61%
39%

1%

1%

5%

0%

2%

3%

1%

2%

2%

1%

1%

3%

1%

2%

4%

3%

MarketWise, Inc. #9-12-02-1

Education
$60k
+
146
58%
42%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
29%
66%

102
49%
50%

96
65%
34%

166
56%
43%

100
55%
43%

137
51%
48%

81
52%
47%

72
61%
38%

6%

1%

1%

1%

2%

1%

1%

1%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q16b. Have you learned about computers and related technology from the following source?
Through training classes
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No
Have not learned
about computers

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

400
48%
51%

338
51%
48%

62
27%
65%

231
52%
47%

169
41%
55%

242
52%
48%

158
41%
54%

206
56%
42%

194
39%
60%

196
43%
54%

204
52%
47%

121
49%
51%

156
50%
49%

123
44%
51%

209
46%
53%

118
55%
42%

47
38%
62%

26
42%
54%

106
39%
58%

59
54%
46%

2%

1%

8%

0%

4%

4%

2%

2%

3%

0%

1%

5%

1%

3%

4%

4%

Education
$60k
+
146
55%
45%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
17%
74%

102
36%
62%

96
57%
41%

166
55%
45%

100
46%
51%

137
45%
54%

81
46%
53%

72
58%
40%

9%

2%

2%

3%

1%

1%

1%

Some
col

Col
grad

S
+Ctr
Cty

Q16c. Have you learned about computers and related technology from the following source?
From friends, family members or colleagues
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No
Have not learned
about computers

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

400
72%
27%

338
78%
22%

62
39%
53%

231
77%
22%

169
63%
33%

242
80%
20%

158
59%
37%

206
74%
24%

194
69%
29%

196
66%
32%

204
77%
22%

121
78%
22%

156
67%
33%

123
72%
24%

209
77%
22%

118
65%
31%

47
60%
40%

26
77%
19%

106
60%
36%

59
71%
29%

2%

1%

8%

0%

4%

4%

1%

2%

3%

1%

1%

5%

1%

3%

4%

4%

Education

Area of Residence

$60k
+

< HS

HS
grad
or
voc

146
82%
18%

35
40%
51%

102
68%
30%

96
72%
27%

166
80%
19%

100
69%
28%

137
77%
22%

81
67%
32%

72
72%
26%

9%

2%

1%

1%

3%

1%

1%

1%

Some
col

Col
grad

S
+Ctr
Cty

Q16d. Have you learned about computers and related technology from the following source?
From children
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

RESPONDENTS
Yes
No
Have not learned
about computers

Race

Income

Education

Area of Residence

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

400
40%
59%

338
42%
57%

62
26%
66%

231
42%
58%

169
37%
60%

242
42%
58%

158
36%
59%

206
44%
54%

194
35%
63%

196
30%
68%

204
50%
50%

121
31%
69%

156
44%
56%

123
43%
52%

209
43%
56%

118
37%
59%

47
32%
68%

26
38%
58%

106
37%
59%

59
42%
58%

146
47%
53%

35
20%
71%

102
41%
57%

96
35%
64%

166
45%
54%

100
36%
61%

137
47%
52%

81
30%
69%

72
44%
54%

2%

1%

8%

0%

4%

4%

1%

2%

3%

1%

1%

5%

1%

3%

4%

4%

9%

2%

1%

1%

3%

1%

1%

1%

Total

MarketWise, Inc. #9-12-02-1

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q16e. Have you learned about computers and related technology from the following source?
On your own
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No
Have not learned
about computers

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

400
84%
14%

338
90%
10%

62
52%
40%

231
91%
9%

169
74%
22%

242
92%
8%

158
71%
25%

206
87%
12%

194
80%
18%

196
85%
13%

204
83%
16%

121
88%
12%

156
85%
14%

123
78%
17%

209
89%
10%

118
81%
15%

47
60%
40%

26
92%
4%

106
75%
22%

59
85%
15%

2%

1%

8%

0%

4%

4%

1%

2%

3%

1%

1%

5%

1%

3%

4%

4%

Education
$60k
+
146
92%
8%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
49%
43%

102
81%
17%

96
88%
11%

166
90%
9%

100
81%
16%

137
89%
9%

81
85%
14%

72
78%
21%

9%

2%

1%

1%

3%

1%

1%

1%

Some
col

Col
grad

S
+Ctr
Cty

96
65%
33%
2%

166
60%
40%
1%

100
59%
37%
4%

137
61%
36%
2%

81
58%
41%
1%

72
76%
24%

Q17. In general, do you feel you need to learn more about computers and related technology?
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No
Don't know

400
63%
35%
2%

Race

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
63%
35%
2%

62
61%
35%
3%

231
64%
35%
1%

169
62%
36%
3%

242
63%
36%
1%

158
63%
34%
3%

206
67%
32%
1%

194
58%
39%
3%

196
60%
37%
4%

204
66%
34%
0%

121
69%
30%
2%

156
59%
39%
2%

123
62%
36%
2%

209
59%
39%
2%

118
68%
29%
3%

47
77%
23%

26
46%
54%

Q18. Obstacles to learning


more about computers
and related technology
(Base=Total Sample)
Total
RESPONDENTS
18a. No time
18b. Don't know
how or where to
get help
18c. Not enough
money
18d. No/limited
access to Internet
None of the above

MarketWise, Inc. #9-12-02-1

Income

400
42%
29%
35%
16%
47%

Education

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

106
68%
30%
2%

59
64%
36%

146
56%
42%
1%

35
66%
31%
3%

102
66%
30%
4%

Area of Residence

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q18a. What are your biggest obstacles to learning more about computers and related technology?
No time
(Base=Total Sample)
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Major obstacle
Minor obstacle
Not an obstacle
Don't know

400
19%
22%
58%
1%

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

338
19%
25%
56%
1%

62
23%
10%
68%

231
23%
24%
53%
1%

169
15%
20%
64%
1%

242
19%
26%
55%
0%

158
20%
16%
62%
1%

206
20%
22%
57%
1%

194
19%
23%
59%

196
22%
22%
55%
1%

204
17%
22%
60%
1%

121
21%
24%
53%
2%

156
22%
22%
55%
1%

Race

Income

55+

Oth

123
14%
20%
66%

209
14%
25%
61%

118
22%
20%
55%
3%

47
38%
21%
40%

26
12%
12%
77%

Education

<
$40k

$40k
to
$60k

$60k
+

106
21%
21%
58%
1%

59
22%
22%
56%

146
16%
26%
57%
1%

Area of Residence

< HS

HS
grad
or
voc

35
23%
26%
51%

102
26%
15%
59%

Some
col

Col
grad

S
+Ctr
Cty

96
4%
19%
73%
4%

166
4%
17%
78%
1%

100
7%
21%
70%
2%

137
5%
18%
77%
1%

81
14%
16%
68%
2%

72
15%
29%
53%
3%

Some
col

Col
grad

96
16%
25%
57%
2%

166
16%
25%
58%
1%

100
18%
22%
59%
1%

S
+Ctr
Cty
137
14%
28%
58%

81
16%
19%
64%
1%

72
33%
19%
46%
1%

Q18b. What are your biggest obstacles to learning more about computers and related technology?
Don't know how or where to get help
(Base=Total Sample)
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Major obstacle
Minor obstacle
Not an obstacle
Don't know

400
9%
20%
69%
2%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
7%
19%
72%
1%

62
19%
23%
53%
5%

231
8%
15%
77%
1%

169
11%
27%
59%
4%

242
7%
19%
73%
1%

158
12%
21%
63%
4%

206
10%
20%
67%
3%

194
9%
20%
71%
1%

196
7%
24%
68%
1%

204
11%
16%
70%
3%

121
10%
17%
71%
2%

156
6%
21%
71%
2%

123
12%
21%
64%
2%

209
7%
17%
76%
1%

118
10%
24%
61%
5%

47
23%
23%
53%

26
19%
81%

Education

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

106
18%
23%
57%
3%

59
12%
22%
64%
2%

146
3%
15%
81%
1%

35
11%
29%
57%
3%

102
22%
23%
55%
1%

< HS

HS
grad
or
voc

35
31%
17%
51%

102
26%
22%
52%

Area of Residence

Q18c. What are your biggest obstacles to learning more about computers and related technology?
Not enough money
(Base=Total Sample)
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Major obstacle
Minor obstacle
Not an obstacle
Don't know

400
16%
19%
64%
1%

MarketWise, Inc. #9-12-02-1

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
14%
20%
65%
1%

62
29%
13%
56%
2%

231
13%
19%
67%
1%

169
21%
18%
60%
2%

242
14%
21%
64%
0%

158
19%
15%
63%
3%

206
15%
21%
62%
2%

194
18%
16%
66%

196
14%
22%
64%
1%

204
18%
16%
64%
2%

121
15%
23%
60%
2%

156
20%
15%
63%
1%

123
12%
19%
68%
1%

209
10%
16%
74%

118
18%
24%
54%
4%

47
36%
23%
40%

26
19%
8%
73%

Education

<
$40k

$40k
to
$60k

$60k
+

106
33%
19%
46%
2%

59
14%
24%
61%
2%

146
8%
15%
77%
1%

Area of Residence

Some
col

Col
grad

96
11%
21%
64%
4%

166
9%
16%
74%
1%

100
10%
21%
68%
1%

S
+Ctr
Cty
137
13%
12%
74%

81
15%
23%
59%
2%

72
32%
22%
43%
3%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q18d. What are your biggest obstacles to learning more about computers and related technology?
No access/limited access to Internet
(Base=Total Sample)
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Major obstacle
Minor obstacle
Not an obstacle
Don't know

400
7%
9%
83%
2%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
5%
8%
86%
1%

62
19%
10%
68%
3%

231
5%
8%
86%
1%

169
10%
9%
79%
2%

242
3%
10%
86%
1%

158
13%
6%
78%
3%

206
4%
10%
83%
2%

194
10%
7%
82%
1%

196
7%
6%
85%
2%

204
7%
11%
80%
2%

121
7%
6%
84%
2%

156
7%
13%
79%
1%

123
7%
6%
86%
2%

209
3%
4%
92%
0%

118
13%
13%
69%
5%

47
11%
19%
70%

26
4%
4%
92%

Education

<
$40k

$40k
to
$60k

$60k
+

< HS

106
11%
15%
71%
3%

59
8%
10%
78%
3%

146
1%
5%
94%

35
11%
20%
69%

Area of Residence

HS
grad
or
voc

Some
col

Col
grad

102
15%
9%
75%
2%

96
5%
8%
82%
4%

166
2%
6%
91%
1%

100
5%
11%
82%
2%

S
+Ctr
Cty
137
5%
4%
91%

81
7%
12%
78%
2%

72
13%
10%
75%
3%

Q18e. Are there any other obstacles to learning more about computers and related technology?
(Base=Total Sample)
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

RESPONDENTS
No other obstacles
Too difficult to
learn
Laziness
Too old to learn
new technology
Just not
interested
Medical reasons
Confused on what
to learn
No transportation
to go learn
Lack of typing
skills
Had technical
difficulties/No
customer service
Technology
changes too much

Race

Income

Education

Area of Residence

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

400
89%

338
89%

62
89%

231
91%

169
86%

242
90%

158
89%

206
87%

194
91%

196
91%

204
88%

121
94%

156
91%

123
82%

209
86%

118
92%

47
98%

26
88%

106
87%

59
90%

146
92%

35
89%

102
90%

96
88%

166
90%

100
91%

137
90%

81
89%

72
85%

3%

2%

3%

3%

2%

2%

4%

3%

2%

1%

4%

3%

4%

2%

3%

8%

2%

3%

3%

1%

3%

4%

2%

3%

2%

3%

2%

2%

2%

2%

3%

3%

1%

3%

2%

3%

2%

2%

2%

3%

2%

4%

2%

3%

3%

3%

2%

2%

5%

1%

1%

1%

2%

2%

1%

2%

2%

1%

2%

1%

2%

1%

5%

3%

1%

4%

1%

1%

1%

1%

1%

1%

1%

0%

2%

1%

1%

1%

2%

2%

1%

1%

1%

1%

0%

0%

1%

0%

1%

0%

1%

2%

1%

2%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

2%

0%

1%

1%

1%

1%

1%

1%

1%

1%

0%

1%

1%

1%

0%

0%

1%

1%

0%

0%

Total

MarketWise, Inc. #9-12-02-1

3%

1%
2%

2%

0%

1%

0%

1%

1%

1%

0%

1%

0%

1%

0%

1%

2%

1%

1%

2%

0%
2%
1%

1%

1%
2%

3%

2%

1%

1%
2%

1%

3%

3%
1%
1%

3%

1%

1%

2%

2%
3%

0%

S
+Ctr
Cty

2%

1%

2%

2%
1%

1%

2%

1%

Col
grad

3%

1%

2%

Some
col

1%

1%
1%

1%

1%

1%

1%

1%

3%
3%

1%

1%
1%

1%
1%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q19. Reasons for not
using the Internet
(Base=Repondents who do
not use the Internet)
Total
RESPONDENTS
19a. You do not
have access at
home
19b. You are not
interested
19c. You do not
have time
19d. You do not
have enough
money
19e. You feel you
don't need it
None of the above

62
37%
29%
23%
16%
35%
32%

Q19a. Are any of the following reasons you do not use the Internet?
You do not have access at home.
(Base: Respondents who do not use the Internet)
Use Library
Total

RESPONDENTS
Yes
No/DK

62
37%
63%

MarketWise, Inc. #9-12-02-1

Gender

Age

Race

Income

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

23
30%
70%

39
41%
59%

31
35%
65%

31
39%
61%

7
29%
71%

19
32%
68%

36
42%
58%

23
48%
52%

26
27%
73%

12
33%
67%

1
100%

30
33%
67%

4
25%
75%

Education
$60k
+
5
60%
40%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

18
39%
61%

24
29%
71%

12
42%
58%

8
50%
50%

11
36%
64%

17
53%
47%

14
43%
57%

17
24%
76%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q19b. Are any of the following reasons you do not use the Internet?
You are not interested,
(Base: Respondents who do not use the Internet)
Use Library
Total

RESPONDENTS
Yes
No/DK

62
29%
71%

Gender

Age

Race

Income

Education

Area of Residence

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

23
30%
70%

39
28%
72%

31
32%
68%

31
26%
74%

7
14%
86%

19
26%
74%

36
33%
67%

23
39%
61%

26
23%
77%

12
17%
83%

1
100%

30
23%
77%

4
50%
50%

5
40%
60%

18
28%
72%

24
33%
67%

Some
col

Col
grad

S
+Ctr
Cty

12
8%
92%

8
13%
88%

11
27%
73%

17
18%
82%

14
29%
71%

17
24%
76%

Some
col

Col
grad

S
+Ctr
Cty

12
17%
83%

8
38%
63%

11
55%
45%

17
35%
65%

14
21%
79%

17
18%
82%

Q19c. Are any of the following reasons you do not use the Internet?
You do not have time
(Base: Respondents who do not use the Internet)
Use Library
Total

RESPONDENTS
Yes
No/DK

62
23%
77%

Gender

Age

Race

Income

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

23
13%
87%

39
28%
72%

31
29%
71%

31
16%
84%

7
57%
43%

19
21%
79%

36
17%
83%

23
9%
91%

26
19%
81%

12
58%
42%

30
27%
73%

4
50%
50%

100%

Education

Area of Residence

$60k
+

< HS

HS
grad
or
voc

5
20%
80%

18
33%
67%

24
25%
75%

$60k
+

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

18
17%
83%

24
25%
75%

12
8%
92%

11
18%
82%

17
12%
88%

14
21%
79%

17
18%
82%

Q19d. Are any of the following reasons you do not use the Internet?
You do not have enough money
(Base: Respondents who do not use the Internet)
Use Library
Total

RESPONDENTS
Yes
No/DK

62
16%
84%

MarketWise, Inc. #9-12-02-1

Gender

Age

Race

Income

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

23
13%
87%

39
18%
82%

31
13%
87%

31
19%
81%

19
32%
68%

36
11%
89%

23
4%
96%

26
19%
81%

12
25%
75%

1
100%

30
13%
87%

4
50%
50%

100%

Education

100%

Area of Residence

100%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q19e. Are any of the following reasons you do not use the Internet?
You feel you don't need it.
(Base: Respondents who do not use the Internet)
Use Library
Total

RESPONDENTS
Yes
No/DK

62
35%
65%

Gender

Age

Race

Income

Education

Area of Residence

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

23
22%
78%

39
44%
56%

31
42%
58%

31
29%
71%

7
14%
86%

19
37%
63%

36
39%
61%

23
39%
61%

26
27%
73%

12
50%
50%

30
40%
60%

4
25%
75%

5
40%
60%

18
44%
56%

24
25%
75%

Some
col

Col
grad

S
+Ctr
Cty

12

11

17

14

17

9%

6%

100%

Some
col

Col
grad

S
+Ctr
Cty

12
25%
75%

8
63%
38%

11
45%
55%

17
18%
82%

14
50%
50%

17
35%
65%

Q19f. Is there any other reason you do not use the Internet?
(Base: Respondents who do not use the Internet)
Use Library
Total

RESPONDENTS
Don't know how to
use the Internet
Medical reasons
Too hard to learn
No other reasons

62

MarketWise, Inc. #9-12-02-1

Age

Race

Income

Education

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

23

39

31

31

19

36

23

26

12

30

18

24

8%

6%

3%

14%

5%

3%

4%

17%

11%

4%

5%

3%
6%
89%

8%
4%
85%

5%
3%
3%
89%

Gender

9%
91%

6%
5%
87%

87%

6%
90%

86%

89%

4%
96%

83%

7%

100%

93%

25%
25%
50%

4%
20%
80%

89%

92%

8%
8%
83%

Area of Residence

13%
88%

91%

6%

6%

7%

88%

93%

12%
82%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q20. What local organization are you aware of that provides free public access to both computers and the Internet?
Base=Total Sample
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Library
Not aware of
organization
Other
Church
Senior Citizen
Facility
Starbucks
Visual Impaired
Association for
the Blind
Job Link Career
Center
Betty Rae Thomas
Recreational
Center
Jacob's Ladder
Hotel
Apple Store
YMCA
Association of
Presbyterian
Church Educators
Innervision
McDonalds

Race

Income

Education

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

400
60%

338
64%

62
34%

231
68%

169
49%

242
69%

158
46%

206
72%

194
47%

196
63%

204
57%

121
59%

156
59%

123
62%

209
68%

118
62%

47
30%

26
38%

106
45%

59
68%

146
71%

35
26%

102
42%

96
67%

166
74%

100
58%

137
64%

81
59%

72
57%

35%

30%

61%

28%

44%

26%

48%

21%

49%

32%

37%

36%

35%

33%

28%

30%

64%

58%

50%

25%

25%

71%

49%

27%

22%

36%

30%

38%

35%

1%
1%

1%
1%

2%

1%
0%

1%
1%

1%
0%

1%
1%

1%
1%

1%

2%

1%

1%
1%

1%
1%

2%
2%

4%
2%

3%

1%
1%

1%

1%
2%

1%

1%

2%
1%

3%
1%

1%

1%

0%

1%

0%

1%

1%

1%

1%

2%

1%

1%

0%

1%

1%

0%

2%

1%

0%

0%

0%

0%

0%

0%

0%
0%
0%
0%

0%
0%
0%

0%

0%

0%
0%

0%
0%

MarketWise, Inc. #9-12-02-1

2%

1%

0%

0%
1%
1%

0%

0%
0%

1%
0%

0%

1%

0%

1%

0%

1%

1%

1%

1%

2%

1%

2%
1%

4%
1%

1%
1%
1%
1%

1%

1%

1%

1%
1%

1%

0%
1%
1%

1%

1%

1%

1%

1%
1%

1%

1%

1%

1%
1%

2%

1%
1%

1%
1%

1%

1%

0%

1%

2%
1%

0%
0%
0%

1%
1%

0%

1%
1%

0%

1%
0%

1%

1%

1%

1%

0%

0%
1%

1%
1%

0%
1%

1%

2%
1%

1%

0%

0%

0%
1%

1%

0%

0%
0%

1%

1%

0%

1%

1%

2%
2%

$60k
+

1%

1%
1%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q21. Sources used to get
news about your
community and region
(Base=Total Sample)
Total
RESPONDENTS
21a. Print version
of local
newspaper,
magazine, or
journal
21b. Broadcasts of
a local television
news station
21c. Broadcasts of
alocal radio news
program
21d.
Neighborhood or
community
newsletters
21e. Alerts about
local news that
are sent to your
cell phone
21f. Website of
local newspaper,
tvor radio station
21g. Blogs that
focus on local
subjects
21h. Group email
list that focuses
on local matters
21i. Social
networking site
like Facebook
21j. Twitter
None of the above

MarketWise, Inc. #9-12-02-1

400

61%

78%
62%

47%

25%

51%
19%
21%
45%
25%
6%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q21a. Do you regularly get news about your community and region from the following source?
The print version of a local newspaper, magazine or journal.
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
61%
39%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
61%
39%

62
58%
42%

231
60%
40%

169
62%
38%

242
60%
40%

158
62%
38%

206
64%
36%

194
57%
43%

196
57%
43%

204
65%
35%

121
50%
50%

156
58%
42%

123
75%
25%

209
76%
24%

118
37%
63%

47
57%
43%

26
54%
46%

106
51%
49%

59
58%
42%

Education
$60k
+
146
70%
30%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
34%
66%

102
56%
44%

96
53%
47%

166
73%
27%

100
57%
43%

137
73%
27%

81
54%
46%

72
50%
50%

Some
col

Col
grad

S
+Ctr
Cty

96
78%
22%

166
80%
20%

100
79%
21%

137
77%
23%

81
78%
22%

72
76%
24%

Q21b. Do you regularly get news about your community and region from the following source?
Broadcasts of a local television news station.
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
78%
23%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
79%
21%

62
69%
31%

231
76%
24%

169
80%
20%

242
79%
21%

158
76%
24%

206
77%
23%

194
78%
22%

196
80%
20%

204
75%
25%

121
74%
26%

156
77%
23%

123
82%
18%

209
83%
17%

118
72%
28%

47
62%
38%

26
85%
15%

106
64%
36%

59
81%
19%

Education

Area of Residence

$60k
+

< HS

HS
grad
or
voc

146
84%
16%

35
51%
49%

102
81%
19%

Some
col

Col
grad

S
+Ctr
Cty

96
57%
43%

166
68%
32%

100
65%
35%

137
69%
31%

81
56%
44%

72
54%
46%

Q21c. Do you regularly get news about your community and region from the following source?
Broadcasts of a local radio news program.
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
62%
38%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
64%
36%

62
48%
52%

231
65%
35%

169
57%
43%

242
64%
36%

158
58%
42%

206
69%
31%

194
55%
45%

196
59%
41%

204
65%
35%

121
54%
46%

156
69%
31%

123
62%
38%

209
67%
33%

118
58%
42%

47
51%
49%

26
65%
35%

106
54%
46%

59
64%
36%

Education

Area of Residence

$60k
+

< HS

HS
grad
or
voc

146
65%
35%

35
37%
63%

102
65%
35%

Some
col

Col
grad

S
+Ctr
Cty

96
40%
60%

166
57%
43%

100
51%
49%

137
48%
52%

81
41%
59%

72
46%
54%

Q21d. Do you regularly get news about your community and region from the following source?
Neighborhood or community newsletters
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
47%
53%

MarketWise, Inc. #9-12-02-1

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
46%
54%

62
50%
50%

231
46%
54%

169
48%
52%

242
47%
53%

158
47%
53%

206
50%
50%

194
43%
57%

196
42%
58%

204
52%
48%

121
37%
63%

156
53%
47%

123
49%
51%

209
54%
46%

118
38%
62%

47
43%
57%

26
38%
62%

106
37%
63%

59
39%
61%

Education
$60k
+

< HS

HS
grad
or
voc

146
58%
42%

35
40%
60%

102
40%
60%

Area of Residence

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q21e. Do you regularly get news about your community and region from the following source?
Alerts about local news that are sent to your cell phone.
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
25%
75%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
26%
74%

62
18%
82%

231
37%
63%

169
8%
92%

242
29%
71%

158
18%
82%

206
27%
73%

194
23%
77%

196
26%
74%

204
24%
76%

121
31%
69%

156
30%
70%

123
12%
88%

209
20%
80%

118
31%
69%

47
23%
77%

26
38%
62%

106
27%
73%

59
20%
80%

Education
$60k
+
146
25%
75%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
20%
80%

102
22%
78%

96
26%
74%

166
27%
73%

100
24%
76%

137
23%
77%

81
27%
73%

72
24%
76%

Some
col

Col
grad

S
+Ctr
Cty

96
50%
50%

166
62%
38%

100
53%
47%

137
58%
42%

81
42%
58%

72
44%
56%

Q21f. Do you regularly get news about your community and region from the following source?
The websites of a local newspaper, tv or radio station.
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
51%
49%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
60%
40%

62

231
65%
35%

169
31%
69%

242
64%
36%

158
30%
70%

206
55%
45%

194
46%
54%

196
49%
51%

204
52%
48%

121
50%
50%

156
60%
40%

123
39%
61%

209
54%
46%

118
43%
57%

47
55%
45%

26
50%
50%

106
42%
58%

59
59%
41%

100%

Education

Area of Residence

$60k
+

< HS

HS
grad
or
voc

146
64%
36%

35
20%
80%

102
43%
57%

Some
col

Col
grad

S
+Ctr
Cty

96
19%
81%

166
22%
78%

100
19%
81%

137
21%
79%

81
21%
79%

72
17%
83%

Q21g. Do you regularly get news about your community and region from the following source?
Blogs that focus on local subjects.
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
19%
81%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
23%
77%

62

231
27%
73%

169
9%
91%

242
27%
73%

158
7%
93%

206
24%
76%

194
14%
86%

196
15%
85%

204
23%
77%

121
20%
80%

156
25%
75%

123
11%
89%

209
19%
81%

118
19%
81%

47
26%
74%

26
15%
85%

106
18%
82%

59
22%
78%

100%

Education

Area of Residence

$60k
+

< HS

HS
grad
or
voc

146
21%
79%

35
11%
89%

102
18%
82%

Some
col

Col
grad

S
+Ctr
Cty

96
19%
81%

166
28%
72%

100
18%
82%

137
26%
74%

81
19%
81%

72
19%
81%

Q21h. Do you regularly get news about your community and region from the following source?
A group email list that focuses on local matters.
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
21%
80%

MarketWise, Inc. #9-12-02-1

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
24%
76%

62

231
25%
75%

169
15%
85%

242
29%
71%

158
7%
93%

206
26%
74%

194
15%
85%

196
15%
85%

204
25%
75%

121
15%
85%

156
24%
76%

123
22%
78%

209
25%
75%

118
14%
86%

47
19%
81%

26
15%
85%

106
18%
82%

59
24%
76%

100%

Education
$60k
+

< HS

HS
grad
or
voc

146
22%
78%

35
9%
91%

102
14%
86%

Area of Residence

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q21i. Do you regularly get news about your community and region from the following sourcs?
A social networking site like Facebook.
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
45%
55%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
53%
47%

62

231
61%
39%

169
22%
78%

242
44%
17%

158
1%
39%

206
26%
25%

194
19%
30%

196
44%
56%

204
46%
54%

121
63%
37%

156
46%
54%

123
27%
73%

209
47%
53%

118
46%
54%

47
36%
64%

26
42%
58%

106
37%
63%

59
51%
49%

100%

Education
$60k
+
146
53%
47%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
17%
83%

102
42%
58%

96
54%
46%

166
47%
53%

100
52%
48%

137
47%
53%

81
43%
57%

72
35%
65%

Some
col

Col
grad

S
+Ctr
Cty

96
29%
71%

166
27%
73%

100
24%
76%

137
28%
72%

81
27%
73%

72
18%
82%

Q21j. Do you regularly get news about your community and region from the following source?
Twitter
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
25%
75%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

338
30%
70%

62

231
40%
60%

169
4%
96%

242
41%
59%

158
1%
99%

206
28%
72%

194
22%
78%

196
29%
71%

204
22%
78%

121
45%
55%

156
22%
78%

123
8%
92%

209
24%
76%

118
28%
72%

47
23%
77%

26
23%
77%

106
21%
79%

59
29%
71%

100%

Education
$60k
+

< HS

HS
grad
or
voc

146
29%
71%

35
14%
86%

102
22%
78%

< HS

HS
grad
or
voc

Area of Residence

Q22a. How reliable would you rate the information found in the following media?
Newspapers
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total
Yes
RESPONDENTS
1=Totally
unreliable
2=Somewhat
unreliable
3=Midpoint
4=Somewhat
reliable
5=Totally reliable
Don't know
AVERAGE

Race

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Income

Oth

<
$40k

Education

$40k
to
$60k

$60k
+

Area of Residence

Some
col

Col
grad

S
+Ctr
Cty

400

338

62

231

169

242

158

206

194

196

204

121

156

123

209

118

47

26

106

59

146

35

102

96

166

100

137

81

72

5%

3%

11%

3%

6%

2%

8%

4%

5%

5%

4%

2%

4%

7%

4%

5%

4%

4%

7%

2%

3%

11%

5%

3%

4%

3%

6%

4%

6%

8%

8%

5%

6%

9%

7%

8%

6%

9%

10%

5%

3%

7%

12%

11%

3%

15%

8%

3%

8%

3%

10%

10%

5%

10%

7%

7%

4%

23%

22%

26%

23%

23%

21%

25%

27%

19%

22%

23%

22%

22%

24%

23%

21%

28%

15%

25%

22%

19%

26%

17%

23%

25%

17%

24%

25%

25%

34%

37%

19%

40%

26%

39%

27%

30%

39%

37%

31%

40%

34%

29%

37%

29%

30%

46%

23%

37%

42%

17%

25%

31%

46%

43%

38%

28%

22%

25%
7%
3.71

23%
6%
3.74

31%
8%
3.58

23%
4%
3.77

26%
9%
3.63

24%
6%
3.79

25%
8%
3.60

29%
5%
3.78

20%
8%
3.65

18%
8%
3.59

31%
5%
3.83

23%
10%
3.88

27%
5%
3.76

23%
5%
3.50

22%
2%
3.63

28%
14%
3.84

32%
6%
3.91

12%
8%
3.50

31%
8%
3.69

25%
10%
3.91

26%
2%
3.83

29%
14%
3.57

32%
12%
3.79

25%
7%
3.70

19%
1%
3.71

22%
5%
3.75

23%
2%
3.66

26%
10%
3.73

32%
11%
3.80

MarketWise, Inc. #9-12-02-1

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q22b. How reliable would you rate the information found in the following media?
Television
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total
Yes
RESPONDENTS
1=Totally
unreliable
2=Somewhat
unreliable
3=Midpoint
4=Somewhat
reliable
5=Totally reliable
Don't know
AVERAGE

Race

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Income

Oth

<
$40k

$40k
to
$60k
59

400

338

62

231

169

242

158

206

194

196

204

121

156

123

209

118

47

26

106

4%

3%

5%

3%

5%

2%

5%

3%

4%

4%

3%

2%

3%

5%

4%

2%

4%

8%

3%

Education

< HS

HS
grad
or
voc

146

35

3%

3%

$60k
+

Area of Residence

Some
col

Col
grad

S
+Ctr
Cty

102

96

166

100

137

81

72

6%

1%

4%

5%

4%

1%

3%

7%

9%

10%

4%

10%

3%

7%

8%

8%

7%

7%

8%

7%

9%

5%

2%

15%

5%

7%

8%

9%

6%

8%

7%

10%

4%

7%

6%

33%

33%

27%

34%

30%

37%

26%

36%

29%

36%

29%

31%

31%

36%

37%

25%

28%

35%

29%

25%

37%

11%

25%

35%

39%

28%

45%

28%

24%

27%

28%

19%

27%

27%

27%

27%

28%

25%

27%

27%

27%

28%

25%

31%

20%

26%

27%

24%

31%

30%

26%

20%

22%

34%

29%

26%

27%

26%

28%
2%
3.70

25%
2%
3.64

45%
3%
4.03

25%
2%
3.63

32%
2%
3.79

22%
2%
3.58

37%
3%
3.89

25%
1%
3.66

31%
3%
3.74

24%
2%
3.61

31%
2%
3.79

31%
2%
3.78

28%
3%
3.70

26%
2%
3.62

19%
0%
3.53

42%
5%
4.02

38%
2%
3.93

15%

39%
1%
3.91

34%
3%
3.95

21%
1%
3.59

46%
6%
4.09

42%
1%
3.87

30%
3%
3.74

14%
1%
3.49

25%
3%
3.61

20%
1%
3.53

35%
1%
3.88

39%
3%
3.96

< HS

HS
grad
or
voc

3.27

Q22c. How reliable would you rate the information found in the following media?
Radio
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total
Yes
RESPONDENTS
1=Totally
unreliable
2=Somewhat
unreliable
3=Midpoint
4=Somewhat
reliable
5=Totally reliable
Don't know
AVERAGE

Race

Income

Education

$40k
to
$60k

$60k
+

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

47

26

106

59

146

35

2%

2%

3%

6%

400

338

62

231

169

242

158

206

194

196

204

121

156

123

209

118

2%

2%

5%

1%

4%

2%

3%

2%

3%

3%

2%

2%

2%

3%

2%

4%

Area of Residence

Some
col

Col
grad

S
+Ctr
Cty

102

96

166

100

137

81

2%

3%

1%

5%

1%

W
72
4%

6%

6%

6%

6%

7%

7%

4%

6%

6%

8%

4%

4%

8%

6%

5%

5%

9%

15%

6%

3%

4%

11%

7%

5%

5%

8%

7%

4%

6%

33%

34%

27%

34%

31%

37%

26%

34%

31%

33%

33%

36%

28%

35%

36%

31%

26%

27%

29%

36%

34%

20%

28%

41%

33%

29%

34%

36%

32%

33%

36%

21%

35%

30%

35%

30%

33%

33%

37%

30%

31%

39%

28%

36%

28%

30%

42%

29%

31%

38%

23%

26%

29%

42%

39%

37%

31%

22%

21%
5%
3.67

19%
4%
3.67

27%
13%
3.69

22%
2%
3.72

19%
9%
3.60

17%
2%
3.61

25%
11%
3.79

22%
3%
3.70

19%
8%
3.65

16%
5%
3.58

25%
6%
3.76

25%
2%
3.75

19%
4%
3.68

19%
10%
3.59

16%
5%
3.63

26%
6%
3.71

32%
4%
3.89

8%
8%
3.46

27%
7%
3.80

22%
7%
3.73

17%
4%
3.66

31%
9%
3.69

30%
6%
3.81

16%
6%
3.52

15%
4%
3.68

17%
2%
3.56

15%
6%
3.64

23%
6%
3.79

31%
6%
3.74

MarketWise, Inc. #9-12-02-1

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q22d. How reliable would you rate the information found in the following media?
Internet
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total
Yes
RESPONDENTS
1=Totally
unreliable
2=Somewhat
unreliable
3=Midpoint
4=Somewhat
reliable
5=Totally reliable
Don't know
AVERAGE

No

Yes

No

Yes

No

Yes

No

1834

3554

Race

55+

Income

Oth

<
$40k

26

106

59

3%

5%

338

62

231

169

242

158

206

194

196

204

121

156

123

209

118

47

5%

4%

11%

3%

8%

4%

8%

4%

7%

8%

3%

2%

4%

10%

7%

4%

4%

< HS

146

35

5%

17%

$60k
+

400

Education
HS
grad
or
voc

$40k
to
$60k

Area of Residence

Some
col

Col
grad

S
+Ctr
Cty

102

96

166

100

137

81

72

7%

1%

4%

5%

4%

4%

10%

8%

9%

2%

10%

4%

9%

6%

11%

4%

10%

5%

8%

7%

7%

8%

4%

9%

19%

5%

2%

10%

3%

8%

8%

8%

8%

7%

5%

10%

29%

31%

15%

30%

27%

32%

23%

31%

27%

27%

31%

21%

33%

31%

35%

25%

17%

19%

26%

31%

36%

17%

12%

35%

37%

31%

33%

26%

22%

26%

29%

8%

29%

22%

32%

17%

23%

29%

28%

24%

31%

28%

19%

27%

19%

26%

46%

19%

27%

29%

17%

25%

21%

31%

26%

28%

31%

19%

23%
9%
3.60

24%
2%
3.62

18%
47%
3.36

26%
2%
3.66

19%
20%
3.50

22%
1%
3.61

25%
22%
3.58

26%
5%
3.61

20%
13%
3.60

18%
10%
3.44

28%
9%
3.75

35%
2%
3.89

21%
8%
3.59

15%
18%
3.28

17%
7%
3.43

37%
10%
3.91

23%
21%
3.70

12%
4%
3.52

29%
18%
3.82

31%
5%
3.80

18%
2%
3.46

14%
31%
3.13

35%
13%
3.85

24%
10%
3.65

17%
2%
3.51

23%
7%
3.58

18%
9%
3.53

26%
9%
3.77

29%
10%
3.54

Some
col

Col
grad

S
+Ctr
Cty

Q23a. Thinking about all the sources of news and information you use, what would you say is the most important source for. . .
Information about the Charlotte area?
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Television
Printed
newspapers or
magazines
Online sources
Other
people/word of
mouth
Radio
Neighborhood or
community
newsletters
Don't know
Other

Race

Income

Education
$60k
+

< HS

HS
grad
or
voc

Area of Residence

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

400
41%

338
38%

62
56%

231
35%

169
47%

242
36%

158
47%

206
32%

194
49%

196
39%

204
42%

121
48%

156
34%

123
41%

209
36%

118
45%

47
51%

26
38%

106
54%

59
44%

146
31%

35
51%

102
53%

96
44%

166
29%

100
35%

137
36%

81
51%

72
44%

21%

21%

19%

20%

22%

21%

22%

27%

15%

18%

24%

9%

19%

36%

29%

8%

19%

19%

12%

17%

27%

6%

13%

20%

30%

22%

25%

17%

17%

17%

19%

3%

21%

11%

22%

9%

21%

12%

17%

17%

19%

24%

5%

17%

21%

6%

15%

10%

24%

20%

9%

10%

21%

20%

18%

17%

12%

19%

13%

13%

10%

14%

11%

14%

11%

11%

14%

16%

9%

17%

10%

11%

12%

15%

6%

15%

13%

12%

13%

14%

15%

9%

12%

13%

13%

11%

13%

6%

5%

8%

6%

6%

5%

7%

4%

7%

8%

4%

5%

8%

3%

4%

5%

17%

8%

2%

7%

14%

6%

4%

5%

6%

6%

6%

6%

2%

1%

3%

1%

2%

1%

3%

3%

1%

2%

1%

3%

2%

0%

4%

4%

1%

2%

1%

3%

2%

2%

1%

5%

1%

1%
1%

1%
1%

1%
1%

1%
1%

1%

1%
2%

0%
1%

1%
1%

1%
1%

2%

1%
2%

1%
1%

1%

4%
4%

1%
1%

1%
1%

3%

1%

2%
1%

1%

1%
1%

MarketWise, Inc. #9-12-02-1

2%
1%

2%

2%
1%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q23b. Thinking about all the sources of news and information you use, what would you say is the most important source for. . .
Information about your neighborhood?
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total
Yes
RESPONDENTS
Other
people/word of
mouth
Neighborhood or
community
newsletters
Television
Online sources
Printed
newspapers or
magazines
Don't know
Radio
Other

No

Yes

No

Yes

No

Yes

No

1834

3554

Race

55+

Income

Oth

<
$40k

$40k
to
$60k

Education
$60k
+

< HS

HS
grad
or
voc

Some
col

Area of Residence
Col
grad

S
+Ctr
Cty

400

338

62

231

169

242

158

206

194

196

204

121

156

123

209

118

47

26

106

59

146

35

102

96

166

100

137

81

72

32%

33%

26%

35%

27%

35%

26%

31%

32%

33%

30%

42%

29%

24%

31%

36%

13%

54%

34%

27%

34%

31%

29%

35%

31%

29%

39%

27%

26%

25%

26%

16%

23%

27%

24%

26%

28%

21%

20%

28%

15%

28%

29%

30%

19%

19%

15%

13%

19%

34%

20%

19%

22%

30%

29%

28%

15%

21%

15%
10%

13%
10%

26%
5%

10%
11%

21%
7%

13%
11%

18%
7%

13%
12%

18%
7%

17%
8%

13%
11%

17%
10%

14%
13%

14%
5%

7%
11%

23%
9%

30%
9%

15%
4%

24%
4%

20%
17%

5%
12%

20%
3%

22%
7%

17%
11%

9%
11%

12%
10%

7%
10%

22%
7%

25%
11%

9%

8%

15%

10%

8%

8%

11%

9%

9%

10%

8%

8%

6%

13%

10%

7%

13%

4%

8%

7%

9%

9%

10%

6%

10%

9%

10%

9%

8%

7%
2%
2%

7%
2%
1%

10%
2%
2%

6%
3%
2%

8%
1%
1%

6%
2%
1%

9%
1%
2%

5%
1%
1%

9%
3%
2%

7%
3%
2%

7%
1%
1%

4%
2%
2%

7%
3%

10%
2%
3%

7%
1%
3%

5%
2%

11%
6%

8%

12%
2%
3%

8%
2%

3%
2%
1%

14%

9%
3%
2%

3%
3%
2%

7%
1%
1%

7%
1%
3%

4%
1%
1%

14%
5%
1%

6%
1%
1%

3%

Q23c. Thinking about all the sources of news and information you use, what would you say is the most important source for. . .
Regional and national news?
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total
Yes
RESPONDENTS
Printed
newspapers or
magazines
Television
Radio
Online sources
Neighborhood or
community
newsletters
Other
people/word of
mouth
Other
Don't know

No

Yes

No

Yes

No

Yes

No

1834

3554

Race

55+

Income

Oth

<
$40k

$40k
to
$60k

Education
$60k
+

< HS

HS
grad
or
voc

Some
col

Area of Residence
Col
grad

S
+Ctr
Cty

400

338

62

231

169

242

158

206

194

196

204

121

156

123

209

118

47

26

106

59

146

35

102

96

166

100

137

81

72

14%

13%

19%

12%

17%

12%

17%

15%

13%

13%

15%

4%

12%

26%

17%

10%

11%

12%

11%

12%

14%

9%

13%

7%

19%

15%

14%

14%

11%

49%
3%
28%

46%
3%
32%

66%
2%
2%

43%
3%
36%

57%
2%
16%

44%
2%
38%

57%
4%
12%

46%
3%
30%

53%
2%
25%

43%
3%
32%

55%
2%
23%

44%
3%
42%

49%
2%
30%

54%
3%
10%

44%
3%
31%

56%
1%
24%

55%
6%
21%

50%

57%
4%
16%

54%
2%
31%

36%
3%
39%

60%
6%
9%

63%
4%
16%

56%
29%

35%
3%
38%

53%
2%
24%

42%
4%
34%

48%
4%
27%

61%
1%
19%

1%

0%

3%

0%

1%

0%

1%

1%

1%

1%

0%

2%

1%

3%

3%

2%

3%

2%

3%

3%

3%

2%

3%

2%

5%

3%

1%

2%

1%

2%

1%
3%

1%
2%

1%
4%

2%

2%
4%

1%

2%
4%

1%
4%

1%
1%

1%
1%

3%

2%
3%

1%
1%

2%

6%

0%
2%

1%
3%

MarketWise, Inc. #9-12-02-1

2%

27%

4%

2%

1%
4%

5%

4%

4%

4%

4%
4%

2%
5%

2%

2%

2%

6%

11%

1%

1%

4%

2%

2%

4%

4%

2%

1%
3%

1%
1%

1%
2%

1%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q23d. Thinking about all the sources of news and information you use, what would you say is the most important source for. . .
Information on topics that are of special interest to you personally?
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total
Yes
RESPONDENTS
Printed
newspapers or
magazines
Television
Radio
Online sources
Neighborhood or
community
newsletters
Other
people/word of
mouth
Other
Don't know

No

Yes

No

Yes

No

Yes

No

1834

3554

Race

55+

Income

Oth

<
$40k

Education

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

Some
col

Area of Residence
Col
grad

S
+Ctr
Cty

400

338

62

231

169

242

158

206

194

196

204

121

156

123

209

118

47

26

106

59

146

35

102

96

166

100

137

81

72

10%

9%

15%

7%

13%

7%

13%

8%

11%

8%

11%

3%

6%

20%

12%

4%

6%

23%

7%

8%

6%

6%

11%

6%

11%

9%

12%

7%

11%

16%
3%
60%

11%
2%
68%

40%
3%
15%

11%
2%
70%

21%
3%
46%

8%
2%
76%

27%
4%
35%

14%
3%
64%

17%
2%
56%

15%
3%
61%

16%
2%
59%

11%
2%
75%

17%
3%
59%

18%
2%
46%

9%
1%
70%

27%
4%
50%

19%
4%
45%

8%

25%
5%
42%

17%

37%

68%

8%
3%
76%

21%
6%
50%

17%
1%
64%

7%
2%
73%

15%
1%
59%

10%
1%
69%

17%
4%
57%

22%
6%
50%

2%

1%

3%

1%

2%

1%

3%

1%

2%

2%

1%

2%

3%

2%

3%

2%

1%

3%

3%

1%

2%

2%

1%

1%

4%

4%

5%

5%

3%

5%

4%

6%

3%

5%

3%

4%

6%

2%

1%

9%

4%

8%

7%

2%

3%

14%

3%

5%

2%

8%

1%

5%

4%

3%
4%

1%
2%

8%
11%

0%
2%

5%
6%

1%
1%

5%
8%

1%
2%

4%
5%

3%
4%

2%
4%

2%
2%

3%
4%

2%
6%

1%
3%

2%
3%

9%
9%

4%
4%

7%
7%

2%
2%

1%
1%

6%
17%

4%
3%

2%
2%

1%
2%

2%
4%

2%
2%

2%
6%

4%
1%

Q24. Agreement with


statements about local
and national involvement
(Base=Total Sample)
Total
RESPONDENTS
24a. I believe I
can make a
difference in my
community.
24b. I am actively
involved in local
issues or have
been in the past.
24c. I am actively
involved in
national issues or
have been in the
past.
24d. I have
volunteered in my
community
24e. I stay
informed on
current events
and politics
None of the above

MarketWise, Inc. #9-12-02-1

54%

4%

400
85%

56%

36%

70%

81%
2%

20%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q24a. Please tell me if you agree or disagree with the following statement?
I believe I can make a difference in my commuity.
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Agree
Disagree
Don't know

400
85%
13%
3%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
86%
12%
2%

62
79%
16%
5%

231
88%
9%
3%

169
79%
18%
3%

242
87%
11%
2%

158
81%
16%
3%

206
90%
8%
2%

194
78%
18%
4%

196
84%
13%
3%

204
85%
12%
3%

121
87%
11%
2%

156
87%
10%
3%

123
79%
18%
3%

209
82%
15%
3%

118
92%
5%
3%

47
74%
21%
4%

26
85%
15%

Education

<
$40k

$40k
to
$60k

$60k
+

106
80%
16%
4%

59
90%
10%

146
90%
9%
1%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
86%
9%
6%

102
82%
16%
2%

96
83%
14%
3%

166
86%
11%
2%

100
88%
9%
3%

137
80%
17%
3%

81
79%
16%
5%

72
92%
8%

< HS

HS
grad
or
voc

Some
col

Col
grad

35
46%
51%
3%

102
46%
50%
4%

96
57%
42%
1%

166
62%
38%

Some
col

Col
grad

S
+Ctr
Cty

96
39%
60%
1%

166
44%
55%
1%

100
36%
63%
1%

137
39%
59%
2%

81
36%
63%
1%

72
31%
67%
3%

Q24b. Please tell me if you agree or disagree with the following statements?
I am actively involved in local issues or have been in the past.
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Agree
Disagree
Don't know

400
56%
43%
2%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
57%
43%
1%

62
50%
45%
5%

231
62%
37%
1%

169
47%
51%
2%

242
60%
39%
1%

158
48%
49%
3%

206
67%
33%
0%

194
44%
54%
3%

196
55%
44%
2%

204
56%
42%
1%

121
47%
52%
1%

156
60%
39%
1%

123
59%
39%
2%

209
56%
43%
1%

118
64%
34%
2%

47
28%
68%
4%

26
62%
38%

Education

<
$40k

$40k
to
$60k

$60k
+

106
47%
50%
3%

59
59%
41%

146
60%
40%

Area of Residence

S
+Ctr
Cty

100
61%
38%
1%

137
57%
41%
2%

81
47%
52%
1%

72
51%
49%

Q24c. Please tell me if you agree or disagree with the following statement?
I am actively involved in national issues or have been in the past.
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Agree
Disagree
Don't know

400
36%
62%
2%

MarketWise, Inc. #9-12-02-1

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
37%
62%
1%

62
29%
66%
5%

231
37%
61%
2%

169
34%
64%
2%

242
39%
60%
1%

158
31%
66%
3%

206
42%
56%
2%

194
29%
69%
2%

196
32%
65%
3%

204
39%
59%
1%

121
31%
68%
1%

156
38%
60%
3%

123
37%
60%
2%

209
38%
60%
2%

118
38%
60%
2%

47
15%
81%
4%

26
42%
58%

Education

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

106
30%
67%
3%

59
42%
58%

146
38%
60%
1%

35
14%
80%
6%

102
26%
71%
3%

Area of Residence

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q24d. Please tell me if you agree or disagree with the following statement?
I have volunteered in my community.
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Agree
Disagree
Don't know

400
70%
29%
1%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
72%
27%
1%

62
58%
39%
3%

231
77%
23%
1%

169
61%
38%
1%

242
74%
25%
1%

158
63%
35%
1%

206
78%
22%
0%

194
62%
37%
2%

196
68%
31%
1%

204
72%
27%
1%

121
66%
33%
1%

156
74%
25%
1%

123
69%
30%
1%

209
77%
22%
0%

118
69%
31%
1%

47
40%
55%
4%

26
73%
27%

Education

<
$40k

$40k
to
$60k

$60k
+

< HS

106
57%
42%
2%

59
69%
31%

146
79%
21%

35
51%
49%

HS
grad
or
voc
102
49%
47%
4%

Area of Residence

Some
col

Col
grad

96
71%
29%

166
86%
14%

S
+Ctr
Cty

100
67%
32%
1%

137
77%
21%
1%

81
62%
37%
1%

72
67%
33%

Q24e. Please tell me if you agree or disagree with the following statement?
I stay informed on current events and politics.
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Agree
Disagree
Don't know

400
81%
18%
1%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

338
81%
18%
1%

62
79%
16%
5%

231
82%
17%
1%

169
79%
20%
2%

242
80%
19%
1%

158
82%
16%
2%

206
86%
13%
1%

194
75%
23%
2%

196
79%
19%
2%

204
82%
17%
0%

121
68%
31%
1%

156
83%
15%
1%

123
90%
8%
2%

209
90%
10%

118
76%
21%
3%

47
57%
38%
4%

26
65%
35%

Education

Area of Residence

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

106
72%
25%
3%

59
88%
12%

146
90%
10%
1%

35
57%
37%
6%

102
70%
28%
2%

Some
col

Col
grad

S
+Ctr
Cty

96
89%
11%

166
92%
8%

100
88%
12%

137
89%
11%

81
88%
12%

72
89%
11%

Some
col

Col
grad

S
+Ctr
Cty

96
78%
22%

166
94%
5%
1%

100
76%
23%
1%

137
91%
8%
1%

81
74%
25%
1%

72
75%
24%
1%

Q25. As far as you know, does your local public library provide free computers and Internet access for the public?
Use Library

Use Internet

Use Smart
Phone for Int

Use Social
Networks

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
88%
12%

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

206
96%
4%

194
80%
20%

338
89%
11%

62
82%
18%

231
90%
10%

169
86%
14%

242
90%
10%

158
85%
15%

196
86%
14%

204
90%
10%

121
83%
17%

156
89%
11%

123
92%
8%

209
92%
8%

118
92%
8%

47
70%
30%

26
73%
27%

106
81%
19%

59
93%
7%

Education

Area of Residence

$60k
+

< HS

HS
grad
or
voc

146
92%
8%

35
74%
26%

102
86%
14%

Some
col

Col
grad

S
+Ctr
Cty

96
57%
43%

166
55%
45%

100
59%
41%

137
48%
52%

81
51%
49%

72
50%
50%

Q26. During the past 12 months, have you visited or used a local public library in any way?
(Base=Total Sample)
Use Library

Use Internet

Use Smart
Phone for Int

Use Social
Networks

Gender

Age

400
52%
49%

MarketWise, Inc. #9-12-02-1

Income

Education

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

206
100%

194

338
54%
46%

62
37%
63%

231
56%
44%

169
46%
54%

242
58%
42%

158
42%
58%

196
45%
55%

204
58%
42%

121
46%
54%

156
56%
44%

123
50%
50%

209
51%
49%

118
59%
41%

47
34%
66%

26
50%
50%

106
48%
52%

59
58%
42%

146
54%
46%

35
40%
60%

102
43%
57%

Total

RESPONDENTS
Yes
No/DK

Race

100%

Area of Residence

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q27a. During the past 12 months, have you visited or used a local public library. . .
In person?
(Base=Total Sample)
Use Library

Use Internet

Use Smart
Phone for Int

Use Social
Networks

Gender

Age

RESPONDENTS
Yes
No/DK

400
49%
51%

Race

Income

Education

Area of Residence

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

206
96%
4%

194

338
52%
48%

62
34%
66%

231
53%
47%

169
44%
56%

242
56%
44%

158
39%
61%

196
44%
56%

204
54%
46%

121
45%
55%

156
54%
46%

123
48%
52%

209
50%
50%

118
55%
45%

47
32%
68%

26
46%
54%

106
44%
56%

59
56%
44%

146
51%
49%

35
37%
63%

102
40%
60%

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

102
7%
93%

96
16%
84%

166
12%
88%

100
13%
87%

137
12%
88%

81
6%
94%

72
11%
89%

Total

100%

Some
col

Col
grad

S
+Ctr
Cty

96
56%
44%

166
53%
47%

100
55%
45%

137
47%
53%

81
49%
51%

72
47%
53%

Q27b. During the past 12 months, have you visited or used a local public library . . .
By telephone?
(Base=Total Sample)
Use Library

Use Internet

Use Smart
Phone for Int

Use Social
Networks

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
11%
90%

Race

Income

Education

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

206
20%
80%

194

338
10%
90%

62
11%
89%

231
10%
90%

169
11%
89%

242
11%
89%

158
9%
91%

196
9%
91%

204
12%
88%

121
7%
93%

156
12%
88%

123
11%
89%

209
10%
90%

118
14%
86%

47
9%
91%

26
4%
96%

106
9%
91%

59
12%
88%

146
9%
91%

100%

35
100%

Area of Residence

Q27c. During the past 12 months, have you visited or used a local public library. . .
Through the Library Website?
(Base=Total Sample)
Use Library

Use Internet

Use Smart
Phone for Int

Use Social
Networks

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
20%
80%

MarketWise, Inc. #9-12-02-1

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

206
39%
61%

194

338
22%
78%

62
13%
87%

231
22%
78%

169
18%
82%

242
26%
74%

158
12%
88%

196
15%
85%

204
25%
75%

121
22%
78%

156
21%
79%

123
17%
83%

209
20%
80%

118
27%
73%

47
11%
89%

26
8%
92%

106
19%
81%

59
25%
75%

100%

Education
$60k
+
146
21%
79%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
3%
97%

102
19%
81%

96
25%
75%

166
22%
78%

100
22%
78%

137
21%
79%

81
14%
86%

72
25%
75%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q28. In a typical month, approximately how many times would you say you visit or use a local public library in any way?
(Base= Total Library Users, Don't know dropped.)
Use
Libra
ry
Yes
RESPONDENTS
None in a typical
month
1
2
3
4
5
6
8
10
12
14
15
16
23
30
AVERAGE

Use Internet

Use Smart
Phone for Int

Yes

Yes

No

Use Social
Networks

No

Yes

Gender

No

Age

1834

3554

Race

55+

Income

Oth

<
$40k

$40k
to
$60k

Education

$60k
+

HS
grad
or
voc

< HS

Area of Residence

Some
col

Col
grad

S
+Ctr
Cty

201

178

23

126

75

137

64

86

115

56

84

61

105

67

16

13

51

31

78

14

42

55

89

58

63

40

36

12%

11%

17%

13%

9%

8%

20%

9%

14%

9%

8%

20%

15%

6%

6%

23%

6%

6%

15%

21%

10%

7%

15%

7%

14%

15%

11%

34%
20%
11%
11%
2%
1%
1%
1%
1%
0%
1%
1%
0%
0%
2.7

35%
19%
11%
12%
3%
1%
1%
1%
2%
1%
1%
1%
1%
1%
2.8

26%
35%
13%

37%
16%
11%
11%
3%
2%

31%
28%
12%
11%
1%
1%
3%
1%

36%
17%
14%
12%
4%
1%
1%
1%
2%
1%
1%
1%
1%
1%
3.1

30%
28%
6%
9%

30%
27%
13%
10%
1%

37%
16%
10%
11%
3%
3%

34%
20%
13%
11%
2%
4%

38%
15%
14%
12%
4%
1%
2%
1%

30%
28%
7%
10%
2%

30%
21%
14%
11%
2%
1%
2%

39%
19%
7%
10%
4%
3%

44%
25%
13%
6%

31%
15%
8%
15%

31%
22%
16%
12%
2%
4%

45%
10%
6%
13%
3%

32%
21%
13%
10%
4%
1%

50%
21%

38%
17%
17%
7%
2%
2%

35%
20%
16%
11%
2%
2%

29%
22%
8%
13%
3%
1%
2%

33%
24%
16%
12%
5%

48%
23%

19%
22%
22%
17%

2%

2%
4%

1%

2%

37%
14%
10%
8%
3%
2%
2%
3%
2%

4%
4%

1%
2%
1%
1%
1%
1%
1%
2.9

2.0

1%
1%

2.6

2%
2%
2%

2%
2%
1%
1%

2%
5%
2%

2%
2%
2%

2%
1%
1%
3.0

2.0

3%

2%

2%
2.5

1%
2.5

1%
2.5

2.9

2.8

3%
1%
4%
1%
1%

2%

7%

6%

4%
2%

6%
1%

8%

2%

3%
3%

2.2

2.6

2.9

2%

3.5

2.5

2%
3.0

1.2

3%

3%
3%
3%

3%

1%
1%

1%
3.3

2%

8%

2.8

1%
2%
1%

3%
3%
2%

2.9

2.6

3.1

3%
2.5

2.7

Q29a. In any of the times you used a local public library in the past 12 months, did you . . .
Use a computer
(Base=Total Sample)
Use Library

Use Internet

Use Smart
Phone for Int

Use Social
Networks

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
27%
73%

MarketWise, Inc. #9-12-02-1

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

206
52%
48%

194

338
30%
70%

62
8%
92%

231
32%
68%

169
20%
80%

242
37%
63%

158
11%
89%

196
24%
76%

204
29%
71%

121
36%
64%

156
28%
72%

123
16%
84%

209
22%
78%

118
37%
63%

47
19%
81%

26
35%
65%

106
29%
71%

59
36%
64%

100%

Education
$60k
+
146
23%
77%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
29%
71%

102
25%
75%

96
32%
68%

166
24%
76%

100
31%
69%

137
21%
79%

81
27%
73%

72
32%
68%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q29b. In any of the times you used a local public library in the past 12 months, did you . . .
Use the Internet
(Base=Total Sample)
Use Library

Use Internet

Use Smart
Phone for Int

Use Social
Networks

Gender

Age

RESPONDENTS
Yes
No/DK

400
24%
77%

Race

Income

Education

Area of Residence

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

206
46%
54%

194

338
27%
73%

62
6%
94%

231
29%
71%

169
15%
85%

242
33%
67%

158
9%
91%

196
22%
78%

204
25%
75%

121
33%
67%

156
26%
74%

123
11%
89%

209
16%
84%

118
37%
63%

47
17%
83%

26
31%
69%

106
30%
70%

59
31%
69%

146
18%
82%

35
29%
71%

102
25%
75%

Some
col

Col
grad

S
+Ctr
Cty

96
23%
77%

166
10%
90%

100
12%
88%

137
13%
87%

81
21%
79%

72
11%
89%

Total

100%

Some
col

Col
grad

S
+Ctr
Cty

96
30%
70%

166
17%
83%

100
27%
73%

137
16%
84%

81
27%
73%

72
29%
71%

Q29c. In any of the times you used a local public library in the past 12 months, did you . . .
Seek help from a reference librarian to use the computer or access the Internet
(Base=Total Sample)
Use Library

Use Internet

Use Smart
Phone for Int

Use Social
Networks

Gender

Age

400
14%
86%

Income

Education

Area of Residence

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

206
28%
72%

194

338
15%
85%

62
11%
89%

231
16%
84%

169
11%
89%

242
17%
83%

158
11%
89%

196
13%
87%

204
16%
84%

121
15%
85%

156
17%
83%

123
10%
90%

209
11%
89%

118
23%
77%

47
9%
91%

26
15%
85%

106
11%
89%

59
22%
78%

146
11%
89%

35
11%
89%

102
14%
86%

Some
col

Col
grad

S
+Ctr
Cty

96
44%
56%

166
40%
60%

100
42%
58%

137
34%
66%

81
30%
70%

72
35%
65%

Total

RESPONDENTS
Yes
No/DK

Race

100%

Q29d. In any of the times you used a local public library in the past 12 months, did you . . .
Check out books or other materials
(Base=Total Sample)
Use Library

Use Internet

Use Smart
Phone for Int

Use Social
Networks

Gender

Age

Total

RESPONDENTS
Yes
No/DK

400
36%
65%

MarketWise, Inc. #9-12-02-1

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

206
69%
31%

194

338
38%
62%

62
21%
79%

231
38%
62%

169
33%
67%

242
40%
60%

158
28%
72%

196
32%
68%

204
39%
61%

121
32%
68%

156
36%
64%

123
38%
62%

209
41%
59%

118
30%
70%

47
28%
72%

26
35%
65%

106
30%
70%

59
34%
66%

100%

Education
$60k
+

< HS

HS
grad
or
voc

146
38%
62%

35
29%
71%

102
22%
78%

Area of Residence

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q30. Please tell me whether you disagree strongly, disagree, neither agree nor disagree, agree, or agree strongly with the following statement about your public library.
My public library is a valuable resource to my community
Use Library

Use Internet

Use Smart
Phone for Int

Use Social
Networks

Gender

Age

Total

RESPONDENTS
Disagree strongly
Disagree
Neither agree nor
disagree
Agree
Agree strongly
Don't know

400
2%
2%

Income

S
+Ctr
Cty

35
3%

102
4%
1%

96
1%
3%

166
1%
2%

100
1%
1%

137
1%
3%

7%

3%

1%

5%

5%

4%

4%

4%

3%

34%
57%
1%

54%
37%
3%

54%
36%
4%

32%
55%
3%

39%
54%
1%

38%
54%
2%

39%
50%
3%

48%
46%

50%
39%
3%

< HS

HS
grad
or
voc

Some
col

Col
grad

102

96

166

59
3%
2%

146

No

Yes

No

Yes

No

1834

3554

55+

Oth

206
1%
1%

194
2%
2%

338
2%
2%

62

231
3%
2%

169
1%
1%

242
2%
1%

158
1%
3%

196
3%
2%

204
1%
2%

121
1%
1%

156
3%
2%

123
2%
2%

209
1%
2%

118
2%
1%

47
6%

26
4%

106
3%
3%

8%

4%

5%

2%

5%

2%

5%

2%

9%

2%

1%

3%

3%

2%

15%

3%

54%
30%
4%

42%
48%
1%

40%
49%
1%

46%
46%
4%

42%
49%
0%

43%
46%
5%

47%
40%
3%

38%
55%
1%

56%
32%
1%

37%
54%
3%

37%
56%
2%

39%
53%
1%

41%
52%
3%

64%
21%
6%

42%
38%

45%
42%
5%

44%
48%
8%

Col
grad

$60k
+

Yes

42%
51%
2%

Area of Residence

Some
col

<
$40k

No

32%
65%
1%

Education
HS
grad
or
voc

$40k
to
$60k

Yes

4%
43%
48%
2%

Race

< HS

1%

81

72
6%

2%

Q31. What was the last grade of school you completed?


Refusals dropped from base
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total
Yes
RESPONDENTS
Less than high
school
High school
graduate
Technical, trade,
vocational
training
Some college,
community
college
Graduate of 4year college
Post graduate
study or advanced
degree

No

Yes

No

Yes

No

Yes

No

Race

1834

3554

55+

Income

Oth

<
$40k

Education

$40k
to
$60k

$60k
+

399

337

62

231

168

241

158

205

194

196

203

121

156

122

208

118

47

26

106

59

146

35

9%

5%

29%

6%

12%

5%

14%

7%

11%

9%

8%

11%

7%

9%

2%

11%

32%

8%

23%

3%

1%

100%

23%

20%

35%

20%

27%

20%

27%

19%

27%

23%

22%

30%

22%

17%

14%

31%

38%

27%

37%

17%

9%

3%

3%

3%

2%

4%

3%

3%

3%

3%

3%

3%

3%

2%

3%

2%

4%

2%

4%

3%

5%

1%

24%

25%

19%

25%

23%

26%

22%

27%

21%

21%

27%

29%

19%

25%

20%

34%

15%

27%

25%

32%

19%

26%

29%

6%

28%

23%

28%

22%

23%

28%

29%

23%

19%

31%

25%

36%

13%

13%

27%

8%

27%

44%

16%

18%

6%

19%

12%

18%

13%

21%

10%

15%

17%

8%

19%

20%

25%

8%

8%

5%

15%

25%

MarketWise, Inc. #9-12-02-1

Area of Residence

S
+Ctr
Cty

99

137

81

72

8%

1%

10%

21%

89%

23%

17%

35%

21%

11%

3%

2%

1%

4%

29%

18%

26%

28%

61%

22%

38%

16%

18%

39%

14%

23%

12%

8%

100%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q32. Employment
Refusals dropped from base
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total
Yes
RESPONDENTS
Full time
employed (35+
hours a week)
Part time
employed
Full time retired
Full time student
Full time
homemaker
Currently
unemployed
Disabled

No

Yes

No

Yes

No

Yes

No

1834

3554

Race

55+

Income

Oth

<
$40k

$40k
to
$60k

Education
$60k
+

< HS

HS
grad
or
voc

Some
col

Area of Residence
Col
grad

S
+Ctr
Cty

397

336

61

230

167

240

157

203

194

195

202

120

155

122

208

117

47

25

105

59

145

34

101

96

166

99

137

80

71

51%

55%

28%

62%

35%

56%

43%

48%

53%

59%

43%

53%

69%

25%

47%

53%

62%

48%

35%

63%

68%

32%

43%

41%

65%

49%

50%

56%

48%

6%

7%

3%

7%

5%

7%

6%

10%

3%

4%

9%

8%

4%

7%

6%

8%

6%

10%

2%

4%

6%

8%

6%

5%

5%

7%

3%

11%

18%
7%

13%
8%

43%

6%
10%

35%
3%

8%
11%

32%

14%
3%

22%
10%

16%
10%

19%
3%

1%
22%

2%
1%

55%

27%
4%

9%
9%

2%
4%

12%
28%

17%
9%

17%

12%
3%

21%
3%

16%
14%

18%
11%

19%
1%

15%
9%

26%
4%

14%
9%

11%
6%

8%

8%

7%

7%

8%

8%

6%

10%

5%

15%

6%

12%

3%

9%

2%

17%

4%

9%

3%

10%

9%

7%

9%

7%

10%

7%

6%

8%

6%

5%

11%

5%

8%

5%

8%

9%

3%

7%

6%

8%

7%

4%

3%

13%

9%

12%

8%

1%

15%

7%

8%

3%

9%

4%

6%

7%

5%

4%

8%

4%

5%

4%

5%

5%

4%

4%

5%

3%

5%

6%

3%

8%

9%

7%

1%

15%

6%

6%

1%

2%

3%

6%

8%

< HS

HS
grad
or
voc

8%

Q33. What is your zip code for your home address?


Refusals and don't know dropped from base
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
28269
28216
28210
28205
28277
28208
28273
28105
28211
28078
28215
28270
28262
28214
28212
28226
28203
28227
28206
28278
28213
28209
28217
28031
28207
28036
28218
28204
28134
28202
28104

390
8%
7%
6%
6%
5%
5%
5%
5%
4%
4%
4%
4%
4%
4%
3%
3%
3%
3%
3%
2%
2%
2%
2%
1%
1%
1%
1%
1%
0%
0%
0%

MarketWise, Inc. #9-12-02-1

Yes

No

Yes

No

Yes

No

Yes

No

331
9%
6%
6%
5%
6%
4%
5%
4%
5%
5%
5%
4%
4%
4%
4%
3%
3%
3%
2%
2%
2%
2%
2%
1%
2%
1%
1%
1%
0%
0%
0%

59
3%
8%
7%
8%
3%
15%
5%
10%
2%
2%
3%
5%
3%
3%
2%
2%

225
11%
6%
6%
5%
4%
4%
4%
4%
4%
4%
6%
3%
4%
4%
3%
3%
4%
3%
2%
3%
3%
3%
2%
1%
2%
1%
0%
1%
0%
0%
0%

165
5%
7%
6%
6%
8%
7%
7%
5%
4%
5%
2%
6%
3%
3%
4%
4%
1%
3%
4%
2%
1%
1%
2%
1%
1%
1%
1%

237
11%
6%
5%
4%
5%
4%
4%
3%
5%
5%
5%
4%
4%
3%
3%
3%
4%
3%
2%
3%
2%
3%
2%
2%
1%
2%
1%
0%
0%
0%
0%

153
5%
7%
7%
8%
7%
8%
7%
7%
3%
4%
4%
5%
3%
4%
4%
3%
1%
3%
3%
2%
2%
1%
1%
1%
1%

202
7%
10%
6%
3%
4%
3%
5%
6%
5%
4%
4%
3%
4%
3%
4%
3%
1%
4%
3%
2%
1%
3%
2%
2%
0%
1%
1%
1%

188
10%
3%
6%
8%
7%
7%
5%
4%
4%
4%
4%
5%
4%
4%
3%
3%
5%
1%
2%
2%
3%
1%
1%
1%
2%
1%

190
8%
6%
7%
6%
4%
5%
5%
6%
4%
5%
3%
5%
4%
5%
4%
2%
3%
3%
4%
1%
2%
2%
1%
2%
1%
2%
1%

200
9%
7%
5%
6%
7%
6%
5%
4%
5%
4%
6%
4%
4%
3%
3%
4%
3%
3%
1%
4%
2%
3%
3%
1%
2%
1%
1%
1%

2%
5%
3%
3%
2%
2%

1%

1%
1%
1%

1%
1%
1%

1834

3554

118
12%
5%
8%
6%
4%
8%
5%
3%
4%
2%
6%
1%
5%
3%
3%
2%
5%

153
7%
8%
3%
5%
5%
5%
6%
3%
4%
7%
3%
3%
4%
5%
3%
4%
3%
5%
2%
3%
2%
3%
2%
2%

4%
3%
3%
3%
3%
1%

2%
1%
1%
1%
1%
1%

Race

Income

55+

Oth

119
7%
7%
7%
6%
8%
4%
3%
10%
5%
4%
4%
9%
3%
3%
3%
3%

206
3%
2%
7%
5%
9%
1%
4%
8%
7%
8%
2%
5%
2%
4%
2%
5%
4%
5%
1%
2%
1%
2%

114
11%
14%
5%
4%

46
13%
4%
4%
11%
2%
2%
11%
2%
2%

24
29%
13%
4%
8%
4%

3%
2%
1%
1%
1%
2%
3%
1%

1%
2%
2%

1%

1%
0%
0%
0%

15%
4%
1%

8%
4%
7%
3%
4%
1%
2%
1%
5%
1%
5%
2%
3%

1%

7%
2%
4%
2%
4%
2%

4%
8%

4%
4%
4%
4%

2%
9%
2%
9%
2%

2%

4%

4%
4%

Education

<
$40k

$40k
to
$60k

$60k
+

103
9%
10%
6%
7%
1%
11%
6%
3%
5%
1%
7%
3%
6%
4%
3%
2%
1%
2%
5%

58
9%
5%
7%
9%
2%
2%
14%
2%

144
8%
6%
5%
6%
10%
2%
1%
6%
7%
8%
3%
3%
2%
6%
2%
2%
4%
3%

2%
1%
4%
1%
1%
1%
1%

5%
3%
2%

3%
3%
5%
2%
2%
9%
3%
5%
5%

33
12%
9%
3%
18%
18%
9%
3%
3%

9%

3%
5%
1%
2%
1%
3%
1%
2%

2%

99
11%
7%
7%
4%
3%
8%
4%
5%
4%

3%
9%

6%
2%
7%
2%
6%
2%
2%
3%
8%
1%
2%
1%
1%
1%

Area of Residence

Some
col

Col
grad

95
12%
12%
4%
5%
4%
6%
6%
4%
2%
3%
6%
5%
3%
2%
2%
3%
1%
4%

162
4%
3%
7%
4%
9%
1%
4%
6%
7%
7%
3%
6%
3%
4%
3%
4%
5%
2%
1%
2%
1%
4%
1%
2%
2%
2%

4%
4%
1%
2%
1%
1%

N
100
33%
26%

S
+Ctr
Cty

137

81

72

17%
27%
15%
29%
26%
14%
12%
17%
21%
12%
15%
19%
16%
9%
8%
14%
12%
13%
10%
6%
10%
5%
4%
4%

2%
1%

2%
1%

3%
1%
1%
1%
1%

1%
1%
1%
1%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q34. Including yourself, how many adults age 18 or older live in your household?
Refusals dropped from base
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
One
Two
Three
Four or more
AVERAGE

393
23%
51%
17%
9%
2.1

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

<
$40k

$40k
to
$60k

332
21%
52%
17%
9%
2.2

61
33%
46%
15%
7%
2.0

227
19%
51%
21%
10%
2.3

166
29%
51%
12%
8%
2.0

238
19%
52%
19%
10%
2.2

155
28%
50%
14%
7%
2.0

202
23%
52%
16%
9%
2.1

191
23%
50%
18%
8%
2.1

192
21%
52%
17%
10%
2.2

201
25%
51%
17%
7%
2.1

119
15%
40%
26%
18%
2.5

153
23%
56%
16%
6%
2.1

121
31%
56%
10%
3%
1.9

206
25%
57%
14%
4%
2.0

116
24%
39%
22%
15%
2.3

46
7%
57%
22%
15%
2.6

25
32%
48%
8%
12%
2.1

103
37%
33%
17%
13%
2.1

58
28%
45%
16%
12%
2.1

Education
$60k
+
144
14%
64%
17%
5%
2.1

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
29%
46%
14%
11%
2.1

101
17%
47%
22%
15%
2.4

93
19%
43%
25%
13%
2.3

163
27%
60%
10%
2%
1.9

99
17%
57%
14%
12%
2.3

131
23%
57%
14%
6%
2.0

81
36%
32%
21%
11%
2.1

72
14%
53%
25%
8%
2.3

Some
col

Col
grad

S
+Ctr
Cty

Q35. How many children under the age of 18 live in your household?
Refusals dropped from base
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
None
One
Two
Three
Four or more
AVERAGE,
REFUSALS
DROPPED

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

393
56%
19%
17%
5%
3%

332
53%
19%
19%
6%
3%

61
72%
18%
7%
3%

227
46%
22%
22%
7%
3%

166
70%
14%
11%
2%
2%

238
29%
11%
14%
5%
2%

155
27%
8%
3%
0%
1%

202
27%
9%
10%
4%
1%

191
29%
10%
7%
1%
2%

192
63%
15%
15%
4%
3%

201
50%
22%
19%
6%
3%

119
39%
26%
24%
8%
3%

.8

.9

.5

1.0

.5

1.0

.5

.9

.7

.7

.9

1.1

MarketWise, Inc. #9-12-02-1

Race

Income

Education

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

Area of Residence

55+

Oth

153
43%
22%
24%
7%
5%

121
90%
7%
2%

206
70%
12%
14%
3%
1%

116
39%
31%
22%
5%
3%

46
37%
22%
20%
11%
11%

25
56%
12%
20%
12%

103
57%
19%
14%
6%
4%

58
48%
22%
19%
5%
5%

144
53%
18%
22%
5%
2%

35
57%
14%
11%
6%
11%

101
50%
21%
21%
5%
3%

93
58%
23%
9%
10%
1%

163
58%
16%
21%
2%
2%

99
57%
15%
20%
5%
3%

131
64%
16%
17%
2%
1%

81
49%
25%
16%
6%
4%

72
49%
19%
18%
8%
6%

1.1

.1

.5

1.1

1.5

.9

.8

1.0

.8

1.1

.9

.8

.7

.8

.6

.9

1.1

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q35_1. Total people in household (created by addition of q34 and q35)
(Refusals dropped from base)
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
1
2
3
4
5
6
7
8
AVERAGE

393
16%
32%
19%
17%
9%
5%
1%
0%
2.9

55+

Oth

<
$40k

153
12%
27%
24%
19%
11%
5%
2%

121
29%
53%
10%
7%
1%

206
20%
39%
20%
14%
4%
2%

46
4%
17%
20%
28%
13%
15%
2%

25
28%
28%
12%
12%
8%
4%
8%

103
26%
21%
17%
22%
7%
4%
3%

3.1

2.0

2.5

116
11%
26%
20%
19%
16%
6%
2%
1%
3.3

3.8

2.9

2.9

58
19%
28%
17%
14%
12%
7%
2%
2%
3.1

No

Yes

No

Yes

No

Yes

No

1834

3554

332
14%
32%
20%
17%
10%
5%
2%
0%
3.0

61
30%
34%
15%
13%
5%
3%

227
11%
26%
23%
20%
14%
4%
2%
0%
3.2

166
24%
40%
14%
13%
2%
7%

238
7%
17%
12%
12%
7%
4%
1%
0%
3.2

155
9%
15%
7%
5%
2%
2%

202
8%
16%
9%
9%
6%
2%
1%
0%
3.0

191
9%
16%
10%
7%
3%
3%
0%

192
16%
34%
20%
15%
7%
7%
1%

2.8

2.9

201
16%
30%
19%
18%
10%
3%
2%
0%
3.0

119
8%
18%
24%
24%
14%
10%
2%
1%
3.6

2.5

2.5

Income
$40k
to
$60k

Yes

2.4

Race

Education

Area of Residence

$60k
+

< HS

HS
grad
or
voc

144
8%
38%
22%
19%
10%
3%
1%

35
26%
23%
9%
23%
6%
9%
6%

101
14%
24%
24%
16%
11%
10%
2%

3.0

3.1

3.2

Some
col

Col
grad

S
+Ctr
Cty

Some
col

Col
grad

93
11%
38%
17%
14%
15%
3%
1%
1%
3.0

163
18%
36%
20%
18%
5%
2%

99
11%
36%
17%
19%
8%
5%
3%

2.6

3.0

S
+Ctr
Cty

131
18%
37%
21%
17%
5%
2%

81
23%
23%
17%
15%
11%
9%
1%

2.6

3.0

72
11%
26%
21%
18%
14%
7%
1%
1%
3.3

Q36. Race/Ethnicity
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Hispanic or Latino
White or
Caucasian
Black or African
American
American Indian,
Alaskan Native
Asian, Pacific
Islander
Mixed race

Race

Income

Education

Area of Residence

<
$40k

$40k
to
$60k

$60k
+

< HS

HS
grad
or
voc

106
27%

59
8%

146
4%

35
43%

102
19%

96
7%

166
4%

100
11%

137
6%

81
14%

72
22%

28%

41%

73%

14%

33%

44%

77%

40%

78%

42%

35%

37%

47%

12%

40%

40%

1%

1%

4%

1%

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

400
12%

338
10%

62
19%

231
13%

169
10%

242
7%

158
5%

206
4%

194
8%

196
12%

204
12%

121
19%

156
13%

123
3%

209

118

47
100%

26

52%

55%

37%

48%

58%

31%

21%

27%

26%

52%

52%

34%

46%

78%

100%

30%

27%

42%

31%

28%

18%

12%

18%

12%

29%

30%

37%

35%

15%

16%

37%

40%

42%

14%

37%

1%

1%

2%

2%

1%

1%

0%

1%

2%

1%

1%

2%

1%

19%

2%

1%

3%

1%

2%

1%

3%

1%

1%

2%

1%

1%

0%

1%

1%

1%

2%

1%

2%

1%

19%

1%

2%

1%

2%

2%

1%

4%

5%

5%

3%

3%

2%

1%

3%

6%

2%

8%

3%

2%

62%

5%

4%

2%

7%

3%

MarketWise, Inc. #9-12-02-1

100%

3%

4%

3%

7%

Knight School of Communication 2012 Digital and Media Literacy Survey


Data Table Report
Q37. Age
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 to 74
75 or older

400
11%
19%
21%
18%
16%
9%
6%

Yes

No

Yes

No

Yes

No

Yes

No

338
13%
21%
22%
19%
14%
9%
4%

62
3%
8%
15%
16%
26%
13%
19%

231
16%
26%
26%
16%
11%
3%
2%

169
4%
10%
14%
21%
21%
18%
12%

242
10%
14%
16%
10%
6%
4%
0%

158
2%
5%
5%
8%
10%
5%
6%

206
6%
8%
14%
9%
9%
5%
2%

194
5%
11%
7%
10%
7%
5%
4%

196
14%
23%
15%
21%
15%
7%
5%

204
8%
15%
26%
16%
16%
11%
7%

Race

Income

1834

3554

55+

Oth

121
37%
63%

156

123

209
5%
14%
16%
18%
21%
15%
10%

118
18%
20%
25%
20%
11%
3%
3%

47
13%
36%
28%
15%
4%
4%

26
27%
19%
23%
15%
12%

53%
47%
50%
30%
20%

4%

Education

<
$40k

$40k
to
$60k

$60k
+

106
18%
22%
23%
10%
11%
7%
9%

59
3%
25%
20%
19%
22%
5%
5%

146
4%
21%
24%
26%
14%
10%
1%

Area of Residence

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

35
11%
26%
14%
17%
14%
3%
14%

102
20%
20%
19%
18%
13%
5%
7%

96
18%
19%
19%
13%
15%
13%
5%

166
2%
17%
25%
22%
17%
11%
4%

100
14%
14%
25%
20%
13%
8%
6%

137
7%
20%
15%
16%
18%
16%
7%

81
14%
20%
19%
20%
16%
5%
7%

72
11%
24%
28%
19%
14%
3%
1%

< HS

HS
grad
or
voc

Some
col

Col
grad

S
+Ctr
Cty

70
20%
40%
19%
10%
7%
3%
1%

74
15%
22%
26%
19%
11%
5%
3%

139
3%
6%
18%
19%
22%
17%
15%

80
10%
25%
14%
11%
19%
10%
11%

100
8%
15%
17%
17%
18%
16%
9%

66
11%
29%
27%
12%
11%
3%
8%

59
22%
22%
20%
22%
7%
5%
2%

Q38. What is your total before-tax household income, from all sources including investments?
(Refusals dropped from base.)
Use Internet

Use Smart
Phone for Int

Use Social
Networks

Use Library

Gender

Age

Total

RESPONDENTS
Below $20k
$20k to < $40k
$40k to < $60k
$60k to < $80k
$80k to <$100k
$100k to <$150k
$150k or more

311
12%
22%
19%
15%
14%
9%
8%

MarketWise, Inc. #9-12-02-1

Race

Income

Yes

No

Yes

No

Yes

No

Yes

No

1834

3554

55+

Oth

272
9%
19%
20%
17%
17%
10%
8%

39
33%
44%
10%
8%

192
10%
20%
18%
14%
15%
13%
10%

119
16%
25%
21%
18%
13%
3%
3%

194
11%
16%
20%
15%
17%
11%
9%

117
14%
31%
17%
16%
10%
6%
6%

164
12%
20%
21%
16%
15%
9%
9%

147
13%
24%
17%
15%
14%
10%
7%

149
11%
21%
17%
13%
19%
10%
8%

162
13%
22%
21%
17%
10%
9%
7%

95
18%
26%
18%
14%
11%
8%
5%

131
8%
18%
18%
15%
18%
13%
10%

85
12%
22%
22%
19%
13%
5%
7%

161
6%
12%
15%
20%
20%
16%
11%

90
17%
27%
31%
9%
9%
3%
4%

40
23%
50%
13%
8%
3%

20
20%
20%
10%
25%
15%
5%
5%

3%
3%

5%

Education

<
$40k

$40k
to
$60k

$60k
+

106
36%
64%

59

146

100%
33%
31%
20%
16%

28
32%
54%
7%
4%
4%

Area of Residence

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