Changing Behaviour: The Participation Choice

One of the defining characteristics of digital media is interaction. It enables us to be active, make choices, build connections, express ourselves and exercise a new level of control over our media experiences. But how active is the UK online population really? And how might this change in years to come? With these questions in mind, the BBC Future Media Audience team conducted a large-scale, long-term investigation into how the UK online population participates using digital media today – from sharing links, to writing blogs and uploading photos. And it revealed a fascinating, and at times, surprising picture.