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Digital Inclusion: Today, Tomorrow, This Decade

Helen Milner

Chief Executive, Online Centres Foundation

23 April 2013

“The Web as I envisage it, we have not seen it yet. The future is still so much bigger than the

past.”

Tim Berners-LeeOlympic opening ceremony, 2012

The internet is important for Growth

• The internet economy accounts for over 8% of UK GDP, a higher share than any other country in the G20

• This figure is forecast to rise to over 12% by 2016

• The internet now accounts for c. a quarter of UK’s economic growth

Sources:1. Boston Consulting Group “The Internet Economy in the G20” 20122. McKinsey Global Institute “Internet Matters: The Net’s Sweeping Impact on Growth, Jobs and Prosperity” May 2011

For most citizens the internet is part of everyday life:

UK consumers buy the most online per capita globally

Boston Consulting Group “The internet economy in the G20”, 2012

82% of internet users say they have saved money in the last six months by using the internet

with 46% saying they’ve made significant savings

Source: Ofcom UK Adults’ Media Literacy Report, 2011

UK online centres users lives – before and after

0%

20%

40%

60%

80%

100%

I do not feel concerned about my levels of qualifications ,training or skills

n=75

I do not feel concerned about my work position

n=51

I do not feel concerned aboutmy health

n=75

I felt part of my local community

I communicated as much as I would have liked

with my family

I communicated as muchas I would like to with friends

"Yes" Before "Yes" After

“Does the internet improve lives?” Freshminds April, 2009

Communicate more

Feel more connected to local community

Feel less concernedabout skills, workand health

Comparison before and after using the internet

Why do you care about digital inclusion?

• Social Justice– Equality, improving lives– Attainment for children, employment, saving

money (individuals), social isolation

• City/Business Imperative– Universal Credit & Welfare Reform– Digitising services– Economic Growth

Who is excluded?

• 18% of adults have never been online (ONS)

• 21% are not regular internet users (BBC), meaning that 1 in 5 do not use the internet. Of those:

• 71% are in social group C2DE

• 51% over 65

• 50% have no qualifications

“Offline” – different definitions• Never Used the Internet (ONS)• Hasn’t used the internet in past three months

(ONS)• First Generation Users (OxIS)• Household hasn’t bought broadband (Ofcom)• Household doesn’t have access to Broadband

at > 2mbps (BDUK)• People who aren’t “Regular Internet Users”

(BBC) – my opinion the best to use

Three main barriers why PEOPLE aren’t online

Freshminds 2007 and 2009

5.2 million households in the UK without internet access: Why?

• Of those households who haven’t bought broadband:– 54% said they did not have a connection because

they felt they didn’t need one– 22% cited a lack of internet skills– 15% reported equipment costs were too high– 14% said that the cost of connection was too high– < 1% reported a lack of broadband availability in

their area as a reasonSource: ONS “Internet Access Households & Individuals” 2012

Targeting is important

Everyone in [a place]

Older residents

Parents of school age

children

Job seekers

Clear geographical focus

Mostly online,need help with jobs

Mostly online, try for 100% online

Mostly offline

How will you help them?

Using what’s already there

5000 hyper-local UK online centresCentre search and free phone number search

www.ukonlinecentres.com/centresearch or 0800 77 1234

No such thing as a typical centre.All centres do something else (and support digital skills).Most centre partners run outreach sessions in care homes, pubs, clubs, village halls, mosques, churches, social housing, et al

Free online courses for digital inclusion, financial inclusion and employability - www.learnmyway.com

Optimised for mobile learning

Learn My Way – automated data collection

All centre partners have own code which tags a person to a local partner when helping someone to register on Learn My Way.All partners then have local data dashboards for their own data – automated by us.

Learn My Way – automated data collectionA registered person has a personalised learning tracker

and all progress data is also stored by OCF

Support for volunteers and centre staff

• Training for staff and volunteers• Webinars on range of subjects including ‘how

to support people to learn about the internet’ as well as ‘how to fund raise’

• 45 minute ‘digital champion’ volunteer online course (free)– http://ukonlinecentres.learningpool.com/

Take part in national campaignsGet Online Week – October 2013

Also supporting local community partners to do more with digital tools

www.communityhowto.com

Lots of technology options – refurbs at www.getonlineathome.org

Go On UKUmbrella movement for digital inclusion

Some inspiration from others

(not exclusive, just what I know about)

@loveburntoak – Barnet Group• Chose a place based approach• Faciliated multi-partner action to inspire and

support local people to use the web• Now working with Barnet Council• And replicating across the borough• Using tools freely available

Peabody’s revenues team will deliver roadshows with its Digivan.Roadshows will target residents affected, providing information and support. Digital Champions are being trained to offer support with opening bank accounts online and searching for jobs.

Mobile/tablets part of the mix

• Breezie – trialed in Barchester Homes, linking older people in care homes with their family via a new tablet interface

Digital by Default & Channel Shift

Channel Shift: 1000 people x 2 contacts saved a month = £133,800 a year

Costs per contact (SOCITM research 2012)

Saving if shifted online

Face to face £8.62 £8.47

Phone £2.83 £2.68

Online £0.15

Why: Objectives?• Be a digital and successful city

– Have delightful online services and transactions that citizens want to use

– Using digital to save money across businesses and services

• With digital citizens with better lives– Inspire customers to use the internet– Support them to make best use of the web– Help them with access at home and elsewhere

• And digital staff – Staff empowered to help included citizens via digital

What does success look like?• Channel shift: transactions moved from offline

to online channels?• Lower unemployment in the city?• Reduction in baseline of people ‘offline’?• Number of people trained/Number of benefit

claimants trained?• Number of people newly online at home?• Staff engaged and/or trained?

.. and helps the effects of Welfare Reform

What’s next?

Need action in all of these areasWhat can be done for free?- signposting, free online resources, volunteers

What can be done with partners?- Local UK online centres, JCP, local employers

What needs investment to make happen?- Staff to organise volunteers, computers in foyers and common areas, set up more ‘UK online centres’

Seven Point Plan1. You will be a digital city in 3 - 10 years - the question is

how and how fast

2. Have a city-wide digital strategy that drives digital inclusion: achieving efficiency and equality for everyone

3. Think about your existing targets and how digital is going to help you to achieve those

4. Understand your digitally excluded citizens and target them

5. This is a change programme not a technology project

6. You need action in all three of the main barriers to take-up: Motivation; Skills & Confidence; and Access

7. Start quickly - make small changes as soon as you can, and don’t delay. Small actions help big change happen.

Please keep the conversation going and join the digital housing hub

digitalhousinghub.ning.com

It’s not about technology, it’s all about people

Click to watch video

Get in touch

helen@ukonlinecentres.com@helenmilner on twitterwww.ukonlinecentres.comwww.learnmyway.comhttp://digitalhousinghub.ning.com/