Research and analysis

Benchmarking and tracking digital engagement in the UK

Building a standardised and shared set of measures for digital engagement.

• From: Department for Digital, Culture, Media & Sport
• Published: 8 February 2016

Documents

Benchmarking and tracking digital engagement in the UK: Building a standardised and shared set of measures

PDF, 564 KB, 29 pages

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Survey Technical Guidance: Samples, Design and Analysis

PDF, 451 KB, 17 pages

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Details

This paper outlines proposals for a standardised and shared set of measures for benchmarking and tracking digital engagement in the UK. It describes the issues considered in developing the shared set of measures and the rationale for our decisions. Following an examination of existing research on digital engagement and a review of existing measures, we propose two categories of measures of digital engagement. First, a set of five core measures that form a scale of digital engagement. We anticipate that these items are few enough that they could be included in almost any study. The core items are broad measures of digital engagement. Second, in order to provide more fine­grained assessments in important areas we propose a set of optional measures. These are scales that can be included whenever researchers need to assess particular digital outcomes.

Also included here is technical guidance for building surveys.

Published 8 February 2016