Public Value Assessment: iMP Quantitative Research February 2006 Redacted for Publication Contents Demographic profile of users 2 Summary of PVA Scores 4 Overview questions Rating of overall quality of the BBC 6 How interesting or appealing service was to use 7 Should the iMP be provided by the BBC 8 FREQUENCY Likely frequency of usage of the service 9 QUALITY How innovative or original is the service 10 Do you consider the archive to be ‘excellent’ 11 iMP’s Design 12 PERSONAL IMPACT Extent it will change the way you use the radio 13 Extent it will change the way you use the television 14 Extent it will change the way you use the internet 15 Extent it will add to enjoyment of media 16 Extent it will make life easier 17 Extent it will be useful or beneficial 18 CITIZEN IMPACT Encourage broadband take up 19 Impact on democratic value of the service 20 Impact on helping society progress with technology 21 VALUE Benefit many different people 22 How much service is worth compared to other services 23 Personal value 24 Societal Value 25 Demographic Profile of iMP Users The profile of iMP users was very evenly distributed over the 16-54 age-bands, with lower use among 60+ people, in line with general Internet use. Age range of users 35.00% 34% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 2% 14% 19% 24% 10% Under 18 18 -24 25 -34 35 -44 45 -60 60 + Sample size: 1,843 UK users Gender of users The iMP sample was in the majority male (74%) reflecting the pattern of uptake of new technologies. Female 26% Male 74% Sample size: 1,843 UK users Location and working status The great majority of responses were from users in England (87%). A further 13% were from the other UK nations. Where do you live? 100% 80% 60% 40% 20% 0% 87% 10% 3% 1% England Scotland Wales Northern Ireland Sample: 1,843 users aged 16+ The majority of users (56%) were working full- time, and a further 14% were part-time workers or in full-time education. Working status 100% 80% 56% 60% 40% 20% 7% 10% 10% 7% 10% 0% Working full-Working Self-Retired Full-time Other time part-time Employed education Sample: 1,843 UK users aged 16+ Summary of PVA Scores The strongest point of agreement is that the BBC should provide this service for the benefit of society as a whole. Perhaps due to a particularly internet-conscious panel, agreement was lowest for “changes the way I use the internet”. AVERAGE SCORE Overall rating of BBC Innovative or original Excellence Design Change usage of radio for better Change usage of TV for better Change usage of internet for better Add to enjoyment of media Make life easier Useful or beneficial Interesting or appealing Encourage broadband take-up Greater access to current affairs Help society to progress Benefit many (diff. types of) people BBC should provide for society's benefit 5.2 5.1 6.8 AVERAGE 7.3 BBC APPROVAL 7.7 6.6 QUALITY 6.5 7.2 PERSONAL 7.2 IMPACT 7.1 7.6 6.8 6.8 CITIZEN IMPACT 6.4 6.9 VALUE 6.8 8.2 6.8 7.3 6.9 6.6 6.6 7.3 0 2 4 6 810 sample: 1,843 UK users aged 16+ 1-4 5-7 8-10 Distribution of PVA Scores AVERAGE SCORE 16% 44% Overall rating of BBC 5% 50% Innovative or original 7% 59% Excellence 17% 37% Design 16% 33% Change usage of radio for better 37% 20% Change usage of TV for better 14% 52% Change usage of internet for better 37% 20% Add to enjoyment of media 10% 49% Make life easier 16% 51% Useful or beneficial 10% 59% Interesting or appealing 19% 45% Encourage broadband take-up 18% 44% Greater access to current affairs 19% 33% Benefit many (diff. types of) people 14% 41% Benefit society as whole 7% 69% Help society to progress 16% 44% QUALITY PERSONAL IMPACT CITIZEN VALUE IMPACT 0% 20% 40% 60% 80% 100% Scored 1-4 Scored 5-7 Scored 8-10 BBC approval 5 44 50 Quality 13 44 43 Personal impact 20 35 35 Citizen impact 19 40 39 Value 12 36 51 Overall average 16 38 44 Overall Rating of the BBC Using a scale from 1 to 10, where 10 is the best quality and 1 is the worst quality, how would you rate BBC channels overall in terms of the quality of the programmes that the BBC broadcasts? 123456 78910 .high low Worst Best Quality Quality 0.20% 0.30% 1.80% 2.80% 7.80% 9.80% 26.10% 30% 13% 7% 50% 5% 0% 10% 20% 30% 40% 50% Average Score: 7.3 Total % scored 1-4: 5% Total % scored 8-10: 50% sample: 1,843 UK users aged 16+ How “interesting or appealing” users considered the iMP: Using a scale from 1 to 10, please tell me how “interesting or appealing” you, and members of your family, find the iMP. (Please ignore any technical hitches you may have experienced, since we are working to eliminate these as quickly as possible.) 12345678910 high low Worst Best Quality Quality 2% 4% 6% 7% 9% 11% 15% 18% 12% 15% 45% 19% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Average Score: 6.8 Total % scored 1-4: 19% Total % scored 8-10: 45% sample: 1,843 UK users aged 16+ Whether iMP should be provided by the BBC: 70% 60% 50% 40% 30% 20% 10% 0% 1% 1% 2% 3% 5% 7% 12% 20% 12% 37% 69% 7% 1 2 3 4 5 6 7 8 9 10 high low Not at all Very Bearing in mind that the BBC has to cater for a wide variety of audiences, to extent do you think the iMP is a service that should be provided by the for the benefit of others and society as a whole? what BBC Average Score: 8.2 Total % scored 1-4: 7% Total % scored 8-10: 69% sample: 1,843 UK users aged 16+ Frequency of usage of the iMP 9 How often do you think you (personally, or members of your household) would actually use the iMP, assuming it is always available to everyone, and easy to use at no extra cost? 60% 50% 40% 30% 20% 10% 0% 56% 25% 7% 5% 5% 2% sample: 1,843 UK users aged 16+ How “innovative or original” the iMP is: To what extent do you feel the iMP is “innovative" or “original"? 12345678910 high low Not at all Very 1% 1% 3% 3% 6% 10% 19% 22% 15% 21% 59% 7% 0% 10% 20% 30% 40% 50% 60% 70% Average Score: 7.7 Total % scored 1-4: 7% Total % scored 8-10: 59% sample: 1,843 UK users aged 16+ Excellence of the iMP: To what extent do you feel that the iMP is "excellent"? 12345678910 high low Not at all Very 3% 2% 6% 6% 11% 14% 21% 20% 10% 7% 37% 17% 0% 5% 10% 15% 20% 25% 30% 35% 40% Average Score: 6.6 Total % scored 1-4: 17% Total % scored 8-10: 37% sample: 1,843 UK users aged 16+ Design of the iMP Using a scale from 1 to 10, where 10 is the best quality and 1 is the worst quality, how would you rate the iMP in terms of its design? 40% 35% 30% 25% 20% 15% 10% 5% 0% 2% 3% 5% 7% 12% 16% 23% 19% 8% 6% 33% 16% 1 2 3 4 5 6 7 8 9 10 . high low Worst Quality Average Score: 6.5 Total % scored 1-4: 16% Total % scored 8-10: 33% sample: 1,843 UK users aged 16+ Very Whether the iMP will change the way you use radio: How much do you agree or disagree with the following statement? “The iMP could change, for the better, the way I use radio” 40% 35% 30% 25% 20% 15% 10% 5% 0% 2% 3% 5% 7% 12% 16% 23% 19% 8% 6% 20% 37% 1 2 3 4 5 6 7 8 9 10 . high low Worst Quality Best Quality Average Score: 5.1 Total % scored 1-4: 37% Total % scored 8-10: 20% sample: 1,843 UK users aged 16+ Whether the iMP will change the way you use television: How much do you agree or disagree with the following statement? “The iMP could change, for the better, the way I use television” 50% 40% 30% 20% 10% 0% 2% 3% 4% 4% 8% 9% 17% 19% 12% 21% 52% 14% 1 2 3 4 5 6 7 8 9 10 . high low Worst Quality Best Quality Average Score: 7.2 Total % scored 1-4: 14% Total % scored 8-10: 52% sample: 1,843 UK users aged 16+ Whether the iMP will change the way you use the Internet: How much do you agree or disagree with the following statement? “The iMP could change, for the better, the way I use the Internet” 12345678910 high low Strongly Strongly disagree agree 12% 8% 9% 8% 14% 12% 13% 11% 4% 6% 20% 37% 0% 5% 10% 15% 20% 25% 30% 35% 40% Average Score: 5.2 Total % scored 1-4: 20% Total % scored 8-10: 37% sample: 1,843 UK users aged 16+ iMP will add to your enjoyment of media: How much do you agree or disagree with the following statement? “The iMP will add to the enjoyment and use that people get out of media” 12345678910 high low Worst Best Quality Quality 1% 2% 3% 4% 8% 13% 19% 23% 11% 15% 49% 10% 0% 10% 20% 30% 40% 50% Average Score: 7.2 Total % scored 1-4: 10% Total % scored 8-10: 49% sample: 1,843 UK users aged 16+ Access to BBC content via the iMP could make life easier: How much do you agree or disagree with the following statement? “Having access to BBC content via the iMP could make your life easier” 12345678910 high low Worst Best Quality Quality 4% 3% 5% 5% 7% 11% 15% 18% 12% 20% 51% 16% 0% 10% 20% 30% 40% 50% Average Score: 7.1 Total % scored 1-4: 16% Total % scored 8-10: 51% sample: 1,843 UK users aged 16+ The iMP is useful or beneficial: How much do you agree or disagree with the following statement? “The iMP is useful or beneficial” 12345678910 high low Worst Best Quality Quality 1% 2% 3% 3% 7% 8% 16% 22% 15% 23% 59% 10% 0% 10% 20% 30% 40% 50% 60% Average Score: 7.6 Total % scored 1-4: 10% Total % scored 8-10: 59% sample: 1,843 UK users aged 16+ The iMP’s impact on broadband take-up: Thinking particularly about how people in general may feel about the iMP, how much do you agree or disagree with the following statement? “The iMP will encourage people to take up broadband” 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 12345678910 high low 3% 4% 6% 5% 9% 11% 15% 17% 10% 16% 44% 18% Strongly Strongly disagree agree Average Score: 6.8 Total % scored 1-4: 18% Total % scored 8-10: 44% sample: 1,843 UK users aged 16+ Whether the iMP has an impact on democratic value: Thinking particularly about how people in general may feel about the iMP, how much do you agree or disagree with the following statement? “The iMP will provide a new way to access news, information and analysis about social and political issues and other current affairs” 35% 30% 25% 20% 15% 10% 5% 0% 12345678910 high low Strongly Strongly disagree agree 3% 5% 5% 7% 13% 13% 18% 15% 7% 11% 33% 19% Average Score: 6.4 Total % scored 1-4: 19% Total % scored 8-10: 33% sample: 1,843 UK users aged 16+ The iMP’s impact on helping society progress with technology: Thinking particularly about how people in general may feel about the iMP, how much do you agree or disagree with the following statement? “The iMP helps UK’s society to progress and stay up to date with new technology” 44% 45% 40% 35% 30% 25% 20% 20% 18% 16% 14% 15% 12% 10% 10% 10% 6% 5% 5% 3% 3% 0% 12345678910 high low Strongly Strongly disagree agree Average Score: 6.9 Total % scored 1-4: 16% Total % scored 8-10: 44% sample: 1,843 UK users aged 16+ How much the iMP will benefit many different types of people: Thinking particularly about how people in general may feel about the iMP, how much do you agree or disagree with the following statement? “The iMP will benefit many (different types of) people” 12345678910 high low Strongly Strongly disagree agree 1% 2% 5% 6% 11% 14% 20% 19% 9% 12% 41% 14% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Average Score: 6.8 Total % scored 1-4: 14% Total % scored 8-10: 41% sample: 1,843 UK users aged 16+ How much the BBC services are worth – summary of scores This graph shows the summary of scores. The iMP was considered to be more valuable than national and digital radio, but less valuable than any of the BBC’s live TV services. Generally, asking about value to society produced higher results than when asking about value to individuals. The iMP is considered more valuable than the radio services but less valuable than the standard television platforms Full question descriptions (shortened for brevity on right): • BBC1 • BBC2 • BBC’s other digital channels • BBC national radio • BBC’s other digital radio stations • The iMP Imagine you no longer had to pay the BBC licence fee. We are curious to know what some of the different BBC services are worth. To help us understand this, could you please tell us what you think each of the services below is worth to you / to society, to the nearest pound per month? £10 £8 £6 £4 £2 £0 BBC ONE BBC TWO BBC'S BBC BBC'S IMP OTHER NATIONAL OTHER (DIGITAL) TV RADIO (DIGITAL) CHANNELS RADIO STATIONS 4.73 3.59 3.20 2.81 3.05 3.72 1.15 4.97 3.98 3.99 2.96 1.72 Worth to you Worth to society sample: 1,843 UK users aged 16+ How much the BBC services are worth to YOU – distribution of scores 24 The graphs on the right show the number of people who offered a response for each value- band, expressed as a percentage of all responses. The sample was split in two, half responding to the question “how much is this service worth to you?” and the other half (on the next slide) responding to the question “how much is this service worth to society?” Imagine you no longer had to pay the BBC licence fee. We are curious to know what some of the different BBC services are worth to you. To help us understand this, could you please tell us what you think each of the services below is worth to you, to the nearest pound per month? PERCENTAGE OF RESPONSES WHICH FELL INTO EACH VALUE-BAND sample: 914 UK users aged 16+. (First half of sample) 45% 21% 24% 2% 0% 9% 0% 0 1 0-1.99 2-3.99 4-5.99 6-7.99 8-9.99 18537 50+ BBC ONE 51% 26% 16% 1% 0% 5% 0% 0 1 0-1.99 2-3.99 4-5.99 6-7.99 8-9.99 18537 50+ 65% 19% 10% 1% 1% 5% 0% 0 1 0-1.99 2-3.99 4-5.99 6-7.99 8-9.99 10-50 50+ 65% 17% 11% 1% 0% 6% 0% 0 1 0-1.99 2-3.99 4-5.99 6-7.99 8-9.99 18537 50+ 88% 7% 3% 0% 0% 2% 0% 0 1 0-1.99 2-3.99 4-5.99 6-7.99 8-9.99 10-50 50+ 59% 23% 11% 2% 0% 5% 0% 0 1 0-1.99 2-3.99 4-5.99 6-7.99 8-9.99 10-50 50+ BBC TWO BBC national radio BBC digital TV channels iMP BBC digital radio stations £4.73 £3.59 £3.20 £2.81 £1.15 £3.05 Full question descriptions (shortened for brevity on right): • BBC1 • BBC2 • BBC’s other digital channels • BBC national radio • BBC’s other digital radio stations • The iMP How much the BBC services are worth to SOCIETY – distribution of scores 25 The graphs on the right show the number of people who offered a response for each value- band, expressed as a percentage of all responses. Imagine you no longer had to pay the BBC licence fee. We are curious to know what some of the different BBC services are worth to you. To help us understand this, could you please tell us what you think each of the services below is worth to you, to the nearest pound per month? PERCENTAGE OF RESPONSES WHICH FELL INTO EACH VALUE-BAND sample: 929 UK users aged 16+. Second half of sample. 48% 21% 19% 2% 1% 9% 0% 0 1 0-1.99 2-3.99 4-5.99 6-7.99 8-9.99 10-50 50+ BBC ONE 23% 14% 2% 1% 5% 0% 0 1 0-1.99 2-3.99 4-5.99 6-7.99 8-9.99 10-50 50+ 65% 18% 11% 1% 0% 5% 0% 0 1 0-1.99 2-3.99 4-5.99 6-7.99 8-9.99 18537 50+ 65% 16% 12% 0% 1% 6% 0% 0 1 0-1.99 2-3.99 4-5.99 6-7.99 8-9.99 18537 50+ 80% 12% 6% 0% 0% 2% 0% 0 1 0-1.99 2-3.99 4-5.99 6-7.99 8-9.99 10-50 50+ 61% 21% 12% 1% 0% 4% 1% 0 1 0-1.99 2-3.99 4-5.99 6-7.99 8-9.99 10-50 50+ BBC TWO BBC national radio BBC digital TV channels iMP BBC digital radio stations £4.97 £3.98 £3.99 £2.96 £1.72 £3.72 Full question descriptions (shortened for brevity on right): • BBC1 • BBC2 • BBC’s other digital channels • BBC national radio • BBC’s other digital radio stations • The iMP