Qualitative research exploring how ‘moments of need'– such as
encountering misinformation and hateful content - can drive
uptake of media literacy support.
The right moment for digital
safety
Details
Adults and children are regularly exposed to an overwhelming
volume of online content and information – both benign and
harmful – that hinders their ability to proactively take action
to protect and educate themselves. Bridging this gap between the
provision of media literacy initiatives and their uptake is
crucial to ensure users feel empowered and safe online.
The Department for Science, Innovation and Technology
commissioned the Behavioural Insights Team (BIT) to explore how
behavioural insights can be applied to address this
issue.
This research investigated how ‘moments of need' can trigger
engagement with media literacy resources. These moments represent
opportunities to provide the right skills and information at the
right time, when individuals may be more likely to take up
support. The study also explored how people perceive and respond
to these moments, and the barriers and facilitators that
influence their actions.
Findings show that while moments of need are often recognised,
people's ability to respond is shaped by factors such as:
- their own level of digital inclusion, cognitive overload
- complicated and inconsistent online choice architecture
Participants were more likely to take action when they had access
to support networks, trusted messengers such as:
- schools or online groups
- simple, consistent platform features like the ‘three dots'
menu
A personal connection to the content – such as information
affecting themselves or their children, also increased motivation
to respond.
The study highlights opportunities to:
- design more targeted, user-friendly interventions that
reflect real-life experiences
- equip people with the skills and confidence to respond
effectively to online risks
