Adults’ Media Lives – a multi-year ethnographic study

Adults’ Media Lives study is a qualitative research, set up in 2005, following the same 19 individuals over time, and interviews them on camera each year about their media habits and attitudes. A new report is updated and published eqach year.

The interviews provide evidence about the motivations and the context of media use, and how media services and devices are part of daily life and domestic circumstances. The project also provides rich details of how media habits and attitudes change over time, in particular linked to life-stage.

While the study is a small scale project it complements Ofcom’s quantitative surveys of media literacy.