The New Media Institute (NMI) is a research and fact finding organization whose mission is to improve public understanding of issues surrounding the Internet and other forms new media communications. NMI works directly with the news media, researchers, academics, government and industry professionals and serves as a primary resource of facts, statistics and analysis.
65 % of Singaporeans Use Internet in Their Daily Lives
A recent survey commissioned by the Media Development Authority of Singapore (MDA) measuring the sophistication and attitudes of Singaporeans towards the Internet has revealed that 65 percent of Singaporeans aged between 15 49 are at least moderately aware and are casual users of the Internet.
The findings were revealed at a press conference today by MDA to announce the line-up of public events under the MediAction! initiative, running parallel to Asia Media Festival 2006 to add buzz, fun and excitement in the consumer space.
MediAction! is a year-round MDA public outreach initiative that consists of a series of engaging and inspiring activities targeting students, parents, educators and the public. Altogether, a total of 33 events have been organised by MDA and 47 partners for November and December to provide Singaporeans with the opportunities to discover and experience the possibilities and benefits of media, for work, learning, or play. (See Annex A for details of events).
The survey was undertaken to understand usage, appreciation and attitudes of Singaporeans for the Internet space. The results will provide a benchmark and be used to refine MDAs outreach strategies.
More than 1,000 Singaporeans aged 15 - 49 were interviewed between July and August this year. The MDA survey showed that:
While the survey showed that about two thirds of the people surveyed use the Internet at least moderately in their daily lives, fewer are discerning users - able to critically sieve through the information on the Internet effectively for their purposes. Far fewer are actively creating online content (33 percent) or supporting others in the use of the Internet (22 percent).
Said Mr Michael Yap, Deputy Chief Executive Officer, MDA: I am heartened with the results as it shows more than half of Singaporeans aged between 15 - 49 do engage the Internet for work, learning or play. This augurs well for Singapores readiness to harness the power of the Internet. The media landscape is undergoing an exciting transformation, especially with the emergence of interactive and digital media. We will continue to finetune our outreach strategies to increase the sophistication in the use and creation of media content.