The Accuracy of Self-Reported Internet Use: A Validation Study Using Client Log Data

• In Event: ICA Plenary Interactive Paper/Poster Session and Reception
  In Interactive Paper Session: Communication and Technology Interactive Poster Session

Abstract

The vast majority of empirical research on online communication, or media use in general, relies on self-report measures instead of behavioral data. Previous research has shown that the accuracy of these self-report measures can be quite low, and both over- and underreporting of media use is commonplace. This study compares self-reports of internet use with client log files from a large household sample. Results show that the accuracy of self-reported frequency and duration of internet use is quite low, and that survey data are only moderately correlated with log file data. Moreover, there are systematic patterns of misreporting - frequent (according to their log files) internet users tend to underreport while infrequent users report more time spent online than their log files indicate. Self-reports for specific content such as social network sites or video platforms seem to be more accurate and less consistently biased than self-reports of generic frequency or duration of internet use. The paper closes by demonstrating the consequences of biased self-reports and discussing possible solutions to the problem.

Author

• Michael Scharkow, U of Hohenheim