Digital Inclusion - who's connected and who's not?

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Plugged in and switched on? A look at recent research into internet and households June 2009

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a look at recent facts and figures relating to who's connected and who's not

Transcript of Digital Inclusion - who's connected and who's not?

Page 1: Digital Inclusion - who's connected and who's not?

Plugged in and switched on?

A look at recent research into internet and households

June 2009

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Headlines

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Headlines

UK online shoppers spent £4.6 billion during Christmas 2008

Source: IMRG Cap Gemini e-Retail Sales Index

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Headlines

273,000 DVLA car tax discs are sold weekly

Source: Freshminds, April 2008

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Headlines

10 million people visited Twitter in February 2009 (worldwide)

Traffic to Twitter in the UK increased by 974% in last year

Sources: 10m ComScore; 974% Hitwise

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Headlines

In the UK we spent 119 billion minutes on the Internet in February 2009

Source: “The Global Online Media Landscape”, Nielsen, April 2009

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Who’s connected?

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Who’s connected?

70% of households online in UKFewer in North East : 60%

8 business lines to every 10 business premises7 in 10 in the North East

Based on OFCOM / Mori June 2009, Point Topic June 2008

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Who’s connected?

Online, 70

Not Online, 24.6

Signing up by

Christmas, 5.4

figures from OFCOM / Mori 2009, assuming 6% connect in next 6 months

% of households

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Who’s not connected?

29% adults don’t use the internet

25% of adults have never used the internet

35% of households don’t have the internet

UK Online Centres April 2009

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Trend over past three years

ONS Survey Question 2006

%

2007

%

2008

%

2009

%

Not accessed in last three months

40 33 29

Never accessed 35 27 25

No household internet connection

43 39 35 30*

Sources: ONS internet access surveys, *Ofcom 2009

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Who’s not connecting?

Based on OFCOM / Mori June 2009

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Who’s not connecting?

30% of households have no internet Almost one fifth of these say they will connect in next

6 months

As high as 87% in parts of Northumberland Half of Sunderland households don’t have Broadband

Still almost a quarter of UK households unlikely to be online by Christmas 2009 Will be higher in the North East

Based on OFCOM / Mori June 2009, Point Topic June 2008

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Who’s not connecting?

Older people

People who are not working

Households without children

‘Low-tech’ households without a games console, mobile phone, MP3 player etc.

Low income households

Households too far from telephone exchanges

Households without a phone line

Source: Ofcom, March 2009

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Who’s not connecting?

70% of people over 65 have never used the internet

49% of everybody without internet access are in social grade DE

UK Online Centres April 2009

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Who’s not connecting?

Women are less likely to use the internet than men 34% of women don’t, compared to 25% of

men

70% of people who live in social housing aren’t onlinea full 28% of everyone not online

Sources: 70% Oxford Internet Survey 2007

28% ICM 2008

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Who’s not connecting?

Only 15% of people living in deprived areas have used a government online service or website in the last year

Source: Ofcom, March 2009

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Who’s not connecting?

75% of everybody not online is not working

Although outnumbered by those who aren’t working, 26% of all employed people aren’t online

Source: ICM, 2008

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Other channels

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Other channels aren’t impacting on inclusion Only 11% of mobile phone users use it to

browse the internet (only 6% to read email)

99% of people using access devices such as mobiles and DTV to get online, also use the internet on a PC

Source: ONS 2006a

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Does it matter if they don’t want to use it?

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Why (C2DE) users started using the internet

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

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Does it matter if they don’t want to use it?

Direct financial benefit of using broadband in the home £276 per year (lowest income)

Sources: “Does the internet improve lives?” Freshminds April, 2009SQW Consulting, September 2008

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Does it matter if they don’t want to use it?

Internet users confidence in their ability to find work out-stripped non-users by 25%

Sources: “Does the internet improve lives?” Freshminds April, 2009SQW Consulting, September 2008

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Does it matter if they don’t want to use it?

Internet users confidence in their ability to find work out-stripped non-users by 25%

Sources: “Does the internet improve lives?” Freshminds April, 2009SQW Consulting, September 2008

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Does it matter if they don’t want to use it?

Direct financial benefit of using broadband in the home £276 per year (lowest income)

Sources: “Does the internet improve lives?” Freshminds April, 2009SQW Consulting, September 2008

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Does it matter if they don’t want to use it?

Being able to use a computer and internet commands a salary premium of 3 – 10%

Centre for the Economics of Education, 2007

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Does it matter if they don’t want to use it?

once becoming internet users

30% less worried about their work position

40% less concerned about their health

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

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Does it matter if they don’t want to use it?

once becoming internet users

17% increase in communicating with friends

14% increase in communicating with family

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

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So why don’t more people use the Internet?

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C2DE non internet users said …

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

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Barriers to connecting

Access

Skills & Confidence

Motivation

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Main reasons for not connectingOther 3

Skills 1.2

Not Interested 11.1

No Need 1.5

Perceived cost 7.8

figures from OFCOM / Mori 2009

% of households

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Why don’t they connect?

Motivation

‘it’s for younger people’

‘not interested’

‘wouldn’t use it enough’

‘don’t need it’

‘not bothered’

‘too complicated’

Access

‘internet too expensive’

‘don’t have a computer’

‘can’t afford a computer’

‘don’t want a 12 month contract’

Based on OFCOM / Mori June 2009

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So what might make a difference?

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What would help them connect?

Motivation

awareness of internet

demonstrate personal relevance

give experience of using the internet

training once engaged

mentoring and support

engage proxies as mentors

Access

free helpline accurate cost information

subsidised connectivity prepaid / ‘pay as you go’ internet lower cost computer

free training safe internet environment easy to use device

loan equipment

plugging ‘not spots’

Based on OFCOM / Mori June 2009, Sunderland Digital Challenge

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Moving forward with inclusion……

Policy white papers Digital Inclusion / Digital

Action Plans Digital Britain

no compulsion, though

Research Ofcom / Mori UK Online Centres /

Freshminds Point Topic

National Initiatives Digital Challenge in

Sunderland DC10plus network Digital Inclusion Beacons

Local measures Birmingham, Manchester,

Norwich, Milton Keynes etc Northnet GTi

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2009 position

Online70.0%

Connecting by Christmas5.4%

No Need1.5%

Not Connected24%

Perceived cost7.8%Not Interested

11.1%

Skills1.2%

Other3.0%

% households after Ofcom June 2009

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Contact

Graham Jordan

Partnership Analyst

Tyne and Wear ICT Partnership

www.twict.gov.uk

[email protected]