Media use patterns
Media use patterns
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The University of South Carolina AI Index / JULY 2024 7 MEDIA USE PATTERNS The survey results reveal insights into the online behaviors of the U.S. population. Notably, the number of individuals who actively create content online—those who write comments, post on social media, or share links daily or multiple times a day—stands consistently at around 26-27%. This suggests a segment of the audience that engages in proactive participatory behavior, contributing content regularly.
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The University of South Carolina AI Index / JULY 2024 8 Figure 2 Source: Summer 2024 USC AI Index. Question - How often in the last week did you ... (read news, read comments, write comments, post on social media, share links) In contrast, the audience that consumes information is significantly larger. Approximately 48- 61% of respondents read news on digital platforms or read comments on social media daily or multiple times a day. This indicates a substantial portion of the population that engages primarily as consumers of content rather than creators. This distinction between content creators and content consumers highlights different levels of engagement within the digital landscape. While a dedicated minority drives much of the user- generated content, a larger group consistently seeks out and consumes this information. Understanding these dynamics is crucial for comprehending the broader patterns of online interaction and information dissemination. The audience that generates communication content consistently (daily or multiple times a day) tends to be younger, with lower educational attainment, and lower income levels compared to the average sample. Additionally, this group is more likely to self-identify with political affiliations as either Democrat or Republican. This demographic insight underscores the proactive engagement of younger, less affluent 15% 34% 13% 14% 12% 23% 27% 13% 13% 14% 37% 26% 27% 31% 31% 13% 2% 7% 8% 9% 12% 11% 40% 34% 34% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Read news on digital platforms (websites, social media, etc.) Read comments on articles or posts on social media? Write comments on articles or posts on social media? Post on social media or websites? Share or forward links to news articles or posts on social media? Digital media use patterns in the US Multiple times a day Daily From time to time Once Never
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The University of South Carolina AI Index / JULY 2024 9 individuals in creating online content, often aligning themselves more distinctly along political lines. Figure 3 Source: Summer 2024 USC AI Index. Question - Which of the following digital media platforms did you use to access news in the last week? (Select all that apply / multiple choice) The survey results, consistent with the findings of the Reuters Digital News Report 2024, highlight that Facebook and YouTube are the leading platforms for accessing news among Americans, with nearly half of the sample using these platforms regularly. It is noteworthy that there is a higher-than-average proportion of younger audiences (under 35 years old) who rely on most social media platforms for news. Conversely, older adults tend to prefer traditional news websites. 8.9 9.4 11.5 12 12.4 14.1 21 24.8 28.1 39.9 48.6 49.2 Others (please specify) Blogs or online forums WhatsApp Podcasts or audio platforms LinkedIn Reddit X (former Twitter) TikTok Instagram News websites YouTube Facebook Facebook and Y ouT ube are the leading platforms for accessing news among Americans
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The University of South Carolina AI Index / JULY 2024 10 Figure 4 Source - Reuters Digital News Report 2024, details about the US media use, indicating that Facebook and YouTube are the platforms mostly used for news in the US (https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2024) Interestingly, the age distribution of those using Facebook for news mirrors the overall sample's age structure, indicating that Facebook's relevance is not diminished among younger users. This broad appeal underscores Facebook's continued significance as a news source across various age groups. Thus, while younger audiences dominate the user base for platforms like YouTube, Instagram, TikTok, and Reddit, traditional news websites and Facebook maintain a balanced appeal across different age demographics, ensuring a diverse range of users access news through these channels. Figure 5 Source: Summer 2024 USC AI Index. Question - What is your main reason for posting on social media or websites? (Select all that apply) 11% 12% 14% 14% 17% 20% 24% 44% 48% 0% 10% 20% 30% 40% 50% 60% For personal branding or building a professional network To promote a business, products, or services Other (please specify) To educate or provide tutorials on specific topics To participate in social or political activism As a creative outlet or hobby To entertain or engage with an audience To share information or personal opinions To connect with others who have similar interests The primary motivation for using social media and digital platforms: connecting with others
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The University of South Carolina AI Index / JULY 2024 11 The survey highlights that the primary motivation for using social media and digital platforms is driven by social objectives, such as connecting with others who share similar interests (48%) and sharing information or personal opinions (44%). Additionally, a significant portion of users (24%) engage with these platforms for entertainment purposes. These findings are neither new nor surprising, reinforcing the well-established understanding of social media's role in fostering connections, discussions, and entertainment.
Science & AI
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The University of South Carolina AI Index / JULY 2024 12 SCIENCE & AI Figure 6 Source: Summer 2024 USC AI Index. Question - Overall, would you say science has had a mostly positive effect on our society or a mostly negative effect on our society? The survey results reveal a strong consensus that science has a predominantly positive impact on society. A significant 78% of respondents view science as having either an extremely positive (38%) or somewhat positive (40%) effect. In contrast, only a small fraction, 5%, perceive science as having a somewhat negative (4%) or extremely negative (1%) impact. Additionally, 17% of respondents believe that science has neither a positive nor negative effect on society. Notably, the level of education increases the likelihood of respondents considering science to have a positive effect. Figure 7 Source: Summer 2024 USC AI Index. Question - Overall, would you say science has had a mostly positive effect on our society or a mostly negative effect on our society? Responses for each ideological group. Interestingly, there are no significant differences in perception between those who identify as Democrats or Republicans. However, it is worth noting that the small number of Republicans who view science negatively is significant and higher than 38% 40% 4% 1% 17% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Extremely positive Somewhat positive Somewhat negative Extremely negative Neither positive nor negative A strong consensus that science has a predominantly positive impact 81% 74% 86% 3% 11% 2% 16% 16% 12% 0% 20% 40% 60% 80% 100% Independent Republican Democrat Small differences between Democrats and Republicans positive effect negative effect Neither positive nor negative
General perceptions about AI
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The University of South Carolina AI Index / JULY 2024 13 the number of Democrats holding the same view. GENERAL PERCEPTIONS ABOUT AI Figure 8 Source: Summer 2024 USC AI Index. Question - How much have you heard or read about AI? Despite the topic's omnipresence in the media and the increased search activity surrounding it, 31% of respondents have either not heard at all (6%) or have heard only a little (25%) about AI. The survey results indicate that only a minority of the population (36%) acknowledges having heard a significant amount about artificial intelligence (AI). In comparison, 33% report having heard a moderate amount. These findings suggest that, although AI is widely discussed, a substantial portion of the population remains relatively uninformed about it. Figure 9 The intensity of searches related to artificial intelligence (AI) has increased dramatically and exponentially in the United States since November 2022, coinciding with the public launch of ChatGPT. Data provided by Google Trends clearly illustrates this surge, reflecting a growing interest and curiosity about AI technologies among the American public. 6% 25% 33% 14% 22% 0% 5% 10% 15% 20% 25% 30% 35% Not at all A little A moderate amount A great deal A lot Only a minority have heard something about the AI
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The University of South Carolina AI Index / JULY 2024 14 Figure 10 Source: Summer 2024 USC AI Index. Question - Overall, would you say technology like Artificial Intelligence has had a mostly positive effect on our society or a mostly negative effect on our society? The survey results regarding the societal impact of artificial intelligence (AI) technology present a nuanced perspective. A majority of respondents, 47%, believe that AI has had a positive effect on society, with 13% considering it very positive and 34% somewhat positive. However, 26% of respondents are neutral, seeing AI's impact as neither positive nor negative. On the other hand, 27% of respondents view AI's impact negatively, with 20% identifying it as somewhat negative and 7% as very negative. These results reflect a divided opinion on AI, and the age difference is essential in this division. Younger respondents are more likely to view artificial intelligence (AI) as having a positive effect on society compared to older age groups. Among the 18-24-year-olds, 57% believe AI has a positive impact. In contrast, only 35% of respondents aged 65 and older share this positive view. Figure 11 Source: Summer 2024 USC AI Index. Question - Overall, would you say technology like Artificial Intelligence has had a mostly positive effect on our society or a mostly negative effect on our society? 57% 62% 45% 55% 36% 35% 25% 17% 25% 21% 33% 38% 18-24 years old 25-34 years old 35-44 years old 45-54 years old 55-64 years old 65+ years old As age increases, the perception of AI's negative effects also rises Subtotal: POSITIVE Subtotal: NEGATIVE 13% 34% 26% 20% 7% 0% 5% 10% 15% 20% 25% 30% 35% 40% Very positive effect Somewhat positive effect Neither positive or negative Somewhat negative effect Very negative effect So far, Artificial Intelligence has had a mostly positive effect on our society
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The University of South Carolina AI Index / JULY 2024 15 Older individuals are more skeptical about the benefits of AI, highlighting a generational divide in attitudes towards this technology. Similarly, we observe differences in perception across other categories. Negative perceptions of AI are more prevalent among individuals with lower incomes and those without higher education. These groups are more likely to view AI's impact as somewhat or very negative, suggesting that socioeconomic factors play a significant role in shaping attitudes towards AI. Figure 12 Source: Summer 2024 USC AI Index. Question - Overall, would you say the increased use of artificial intelligence tools in daily life makes you feel… The survey reveals mixed feelings about the increased use of artificial intelligence (AI) tools in daily life. While 48% of respondents feel equally concerned and excited, 35% are more concerned than excited. These concerns increase with age, lack of education, and economic disparities, highlighting the need to address these issues to foster a more balanced perspective on AI in the future. Only 17% of respondents feel more excited than concerned. 17% 48% 35% 0% 10% 20% 30% 40% 50% 60% More excited than concerned Equally concerned and excited More concerned than excited Mixed feelings about the increased use of AI