7/31/2019 Perceptions of Ofcom_Trufflenet research

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Consumers trust Ofcom to handle pricing disputes successfully

1. Prompts of conversation for Ofcom

Complaints

n = 484 n = 612

Service provider

billing & pricing Jokes

3. Communications sectors most discussed

Multipl e media TV Mobile phones

2. Sentiment towards Ofcom

LikeLove Balanced Dislike

4. Locations of Twitter users

London Manchester Birmingham Liverpool SportTechnology Photography Music

1.1% 2.1% 93.1% 3.6%

THE DIGITAL INTELLIGENCE SERVICE

Programme

contentOfcominvestigations

Mobilecoverage

2.5%

Local TV

2.9%

Hate

0%4.5%6.8% 2.5%60.1%

40.2% 8.5%17% 14.6%

Internet

9.3%

5. Bio interests of twitter users

3.4%

Over half of results concerned Ofcoms actions regarding service providers who mischarge or overcharge their customers, the majority of

which referenced TalkTalk. A large number of online users, in a joking or sarcastic manner, made complaints concerning the content of

reality shows, specifically Celebrity Big Brother. Beyond the categories listed above, phone hacking (2.3%), fraud (2.3%), and licensing

(1.9%) were popular prompts of conversation.

n = 548 n = 137

These four locations of Twitter users are some of the largest cities in the Eng-

land, possibly where tech-savvy consumers are most dependent on communi-

cations products and most likely to complain when these products are over-

priced or unreliable. Cities in Scotland (Edinburgh and Glasgow) were repre-

sented by only 2.7% of Twitter users in total, despite the f act that Ofcom

serves the whole of the UK. Both Northern Ireland and Wales were not repre-

sented.

The predominance of multiple media can be explained by the surge of con-

versations about Ofcoms penalisation of TalkTalk. Televisions prominence

may increase as the majority of complaints focussed on the authentic content

of reality shows, which are becoming increasingly popular. Beyond those

listed above, radio (4.4%) and landline phones (1.1%) were marginally dis-

cussed; both are mediums that are of decreasing significance in todays

society.

Methodology:

n = 44

Technology plays an important part in the lives of people who commented

online as these individuals pursue interests which depend on services regu-

lated by Ofcom. The prominence of photography as a stated interest also

suggests a tech-orientated demographic. After these two, most interests

reflected a general range commonly found in other Trufflenet searches, such

as pets, film and socialising. This i ndicates that a broad section of the public

also take an interest in Ofcom and its actions.

The search used to form this analysis ran on 18 August 2011 focused on global

English language content and produced 665 results, 612 of which were

relevant. A 'result' refers to the raw material our system generates when it

scours the web. A 'relevant result' is a result that is deemed relevant to the sub-

ject of the analysis. 'Data' refers to a refined relevant result - a result that has

been considered, and topics and values applied to produce a piece of data. The

612 relevant results used in this analysis produced 1,825 pieces of data, a ratio

of 2.98 pieces of data per relevant result. It should be noted that data is not

linear, and not every result provides data to every topic. The 'n' value (n = X)

indicates the volume of data used in answering each topic.

The majority of results were of balanced sentiment, although reasons for complaints were the top

conversation prompts. Articles reporting on complaints comprised more results than comments

direct from consumers, explaining the prevalence of a neutral tone. However, it is important to take

note of the content of positive statements, as all were in praise of Ofcoms successful work for con-

sumers.

Talk #Talk are, frankly, a

bag of sh*t. Hated them

when I was with them. No

customer service #Useless

Well done #Ofcom for

taking action.

@ CAWSW @ ashk8 @DCMS

Peter Davies of

@Ofcom: licensing

process for #localTV

stations will be

streamlined and

sensible.

Does anyone have

ofcom's number? I want

to contest the 'celebrity'

part of Celebrity Big

Brother. #bbuk

Copyright Trufflenet 2011. All rights reserved.

3.7%

53.1% 9.1% 9.1%20.5% 13.6%

2.6%

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