Broadband access and learning: segmenting the population Darren Sidnick, Head of Innovation & Research, March 2008 www.dar...
Digital Britain Key Facts 64% of the UK population are online (over 15)  * 90% of people who are online use broadband  * 5...
‘Harder’ to reach summary Ethnic minorities are more enthusiastic about technology than the adult population (Ofcom 07) C2...
31M internet users Source: BMRB’s Internet Monitor 64%  used the Internet over past 12 months
Number of E-Shoppers/ E-bankers Source: BMRB’s Internet Monitor
Activities on the net <ul><li>72% have bought any product or service through the internet in the past 6 months </li></ul><...
How people spend their time online Sources: BMRB Internet Monitor
25+ key stats <ul><li>68.6% use the internet (27.8 million) </li></ul><ul><li>52.7% use it for more than an hour a day </l...
25+ use of social media
Other platforms <ul><li>75.7% of UK population receive satellite, cable or digital TV at home </li></ul><ul><li>86.6% of U...
Large increase in learndirect Advice Web Visits End of 2003: c 20,000 visits a month End of 2007: c. 140,000 visits a month
Broadband & ‘Harder to reach’ segments
Pre-Level 2 learners (UK) <ul><li>50% use the internet (5.9 million use the web out of 11.7M pre L2 learner population) </...
Ethnic Minorities & Internet  <ul><li>Ethnic minorities are more enthusiastic about technology than the adult population <...
Individuals with no quals (UK) <ul><li>38% use the internet (1.173 million) </li></ul><ul><ul><li>48% use it for 1+ hours ...
Older learners (UK) <ul><li>Coded as: Those over 50 years old </li></ul><ul><li>51.2% use the internet (10.383 million) </...
Those not in work (UK) <ul><li>Coded as: All those not working </li></ul><ul><li>56.1% use the internet (12.372 million) <...
UK Socio-Economic Profile Source: BMRB’s Internet Monitor
What percentage of users are C2DEs? Source: BMRB’s Internet Monitor C2DEs are the fastest growing demographic online
DIUS Audience segments –Internet access and knowledge of learndirect
DIUS National   Adult Learner Segmentation  Often older & retired. Other interests. Low Just below average 11% Older Into ...
Five out of ten segments achieve >70% Internet penetration (note: based on 2005 data) DIUS segmentation 2005
Major differences between Internet access (previous slide) and usage. Looking for learning/ Older into other things have a...
Internet research sources: Which research tool? <ul><li>See websites for methodology: </li></ul><ul><li>BMRB -  http://www...
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Broadband Access & learning by Darren Sidnick

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"Broadband and access" is a presentation from Darren Sidnick in March 2008. It outlines online stats, plus focuses on how online "hard to reach groups" are (eg. ethnic minorities, those without qualifications, those not in work, older learners), plus outlines Ufi learndirect's learner segmentation approach

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Broadband Access & learning by Darren Sidnick

  1. 1. Broadband access and learning: segmenting the population Darren Sidnick, Head of Innovation & Research, March 2008 www.darrensidnick.blogspot.com
  2. 2. Digital Britain Key Facts 64% of the UK population are online (over 15) * 90% of people who are online use broadband * 55% of internet users use the Internet for an hour a day or more ** <ul><li>BMRB Internet monitor Jan 08 (UK) </li></ul><ul><li>**TGI (UK) </li></ul>72% have bought any product or service – 19.5M ** Online population growth at c. 8% a year (where in 5 yrs?) Advice line visits has increased from 20K (03) to peak of 140K (Nov 07) 75% have digital TV; 87% a mobile phone ** 31M online 31M online
  3. 3. ‘Harder’ to reach summary Ethnic minorities are more enthusiastic about technology than the adult population (Ofcom 07) C2DEs are the fastest growing demographic online (but behind AB/C1s). (BMRB) 38% individuals with no qualifications use the internet (1.1 million) (TGI) 68.5% C2DEs buy online (72.5% ABC1s); (TGI) 58% C2DEs online DIUS segmentation: 5 out of 10 segments 70%+ online. Stats fall for hardest to reach (see slide)
  4. 4. 31M internet users Source: BMRB’s Internet Monitor 64% used the Internet over past 12 months
  5. 5. Number of E-Shoppers/ E-bankers Source: BMRB’s Internet Monitor
  6. 6. Activities on the net <ul><li>72% have bought any product or service through the internet in the past 6 months </li></ul><ul><ul><li>TGI net wave 13 </li></ul></ul><ul><li>8.5% have used VOIP in past 6 months </li></ul><ul><ul><li>TGI net wave 13 </li></ul></ul>
  7. 7. How people spend their time online Sources: BMRB Internet Monitor
  8. 8. 25+ key stats <ul><li>68.6% use the internet (27.8 million) </li></ul><ul><li>52.7% use it for more than an hour a day </li></ul><ul><li>51% have bought a product or service via the internet in the past six months </li></ul><ul><li>What do they do online? </li></ul><ul><ul><li>90.9% email </li></ul></ul><ul><ul><li>80.3% to get info about activity or interest </li></ul></ul><ul><ul><li>66.3% for making travel or holiday plans </li></ul></ul><ul><li>27.6% have used the internet to watch video clips </li></ul>Source: TGI Net wave 13
  9. 9. 25+ use of social media
  10. 10. Other platforms <ul><li>75.7% of UK population receive satellite, cable or digital TV at home </li></ul><ul><li>86.6% of UK population have a mobile phone </li></ul><ul><li>80.8% listen to the radio </li></ul>Source: TGI Net wave 13
  11. 11. Large increase in learndirect Advice Web Visits End of 2003: c 20,000 visits a month End of 2007: c. 140,000 visits a month
  12. 12. Broadband & ‘Harder to reach’ segments
  13. 13. Pre-Level 2 learners (UK) <ul><li>50% use the internet (5.9 million use the web out of 11.7M pre L2 learner population) </li></ul><ul><ul><li>20% use it for 21+ hours a month </li></ul></ul><ul><ul><li>45% access via a broadband connection </li></ul></ul><ul><ul><li>52% bought online </li></ul></ul><ul><li>England stats are higher than UK - 57% use the Internet (4.3M use web out of 7.6M pre L2 population); 51% of these have broadband; 53% bought online. </li></ul>Source: TGI (2006, UK). NB. These stats are from Qu 2, 2006 ie. Slightly of of date (the pre L2 postscript was added specfically for Ufi). They will be repeated later this year.
  14. 14. Ethnic Minorities & Internet <ul><li>Ethnic minorities are more enthusiastic about technology than the adult population </li></ul><ul><li>Greater % have broadband </li></ul><ul><li>Greater % have mobiles </li></ul><ul><li>Ethnic minorities that don’t have internet at home appear less resistant about adapting it some stage in future. </li></ul>Ofcom, June 2007
  15. 15. Individuals with no quals (UK) <ul><li>38% use the internet (1.173 million) </li></ul><ul><ul><li>48% use it for 1+ hours a day </li></ul></ul><ul><ul><li>77% access via a broadband connection </li></ul></ul><ul><ul><li>68% bought online in last 6 months </li></ul></ul><ul><ul><li>88% use email </li></ul></ul><ul><ul><li>24% watch video clips </li></ul></ul><ul><li>Other digital media </li></ul><ul><ul><li>69% own a mobile </li></ul></ul><ul><ul><li>65% have digital TV, Cable or Satellite </li></ul></ul><ul><ul><li>68% Listen to the radio </li></ul></ul>Source: TGI Net wave 13. Coded as: Those who have completed a few years of secondary (or less) but not those who have completed secondary.
  16. 16. Older learners (UK) <ul><li>Coded as: Those over 50 years old </li></ul><ul><li>51.2% use the internet (10.383 million) </li></ul><ul><ul><li>48% use it for 1+ hours a day </li></ul></ul><ul><ul><li>75% access via a broadband connection </li></ul></ul><ul><ul><li>91% use email </li></ul></ul><ul><ul><li>22% watch video clips </li></ul></ul><ul><ul><li>73% have bought a product or service online in the last 6 months </li></ul></ul><ul><li>Other digital media </li></ul><ul><ul><li>88% own a mobile </li></ul></ul><ul><ul><li>78% have digital TV, Cable or Satellite </li></ul></ul><ul><ul><li>85% Listen to the radio </li></ul></ul>Source: TGI Net wave 13
  17. 17. Those not in work (UK) <ul><li>Coded as: All those not working </li></ul><ul><li>56.1% use the internet (12.372 million) </li></ul><ul><ul><li>52% use it for 1+ hours a day </li></ul></ul><ul><ul><li>75% access via a broadband connection </li></ul></ul><ul><ul><li>91% use email </li></ul></ul><ul><ul><li>28% watch video clips </li></ul></ul><ul><ul><li>67% have bought a product or service online in the last 6 months </li></ul></ul><ul><li>Other digital media </li></ul><ul><ul><li>89% own a mobile </li></ul></ul><ul><ul><li>79% have digital TV, Cable or Satellite </li></ul></ul><ul><ul><li>78% Listen to the radio </li></ul></ul>Source: TGI Net wave 13
  18. 18. UK Socio-Economic Profile Source: BMRB’s Internet Monitor
  19. 19. What percentage of users are C2DEs? Source: BMRB’s Internet Monitor C2DEs are the fastest growing demographic online
  20. 20. DIUS Audience segments –Internet access and knowledge of learndirect
  21. 21. DIUS National Adult Learner Segmentation Often older & retired. Other interests. Low Just below average 11% Older Into Other Things Financial barriers to learning but want to change their life High Just below average 6% Trapped on a Treadmill Don’t know where to look for training Average Just above average 5% Looking for Learning Busy with work Average Well above average 7% Hampered hard workers Family commitments/ happy with life Very low Just above average 15% Fulfilled & Family Focused Very positive about learning Very low Well above average 29% Enthusiastic & Enlightened Well below average Well below average Just below average Just below average Attitudes to learning Basic skills barriers, negative about learning. Very high 3% Disaffected & Discouraged Negative towards learning. Very low 6% Sceptical but Scraping By Low qualified, low confidence. High 9% Unfulfilled & Unhappy Few barriers. Low qualification levels. Very low 11% Too Late to Learn Characteristics Barriers to learning % Total audience Segment
  22. 22. Five out of ten segments achieve >70% Internet penetration (note: based on 2005 data) DIUS segmentation 2005
  23. 23. Major differences between Internet access (previous slide) and usage. Looking for learning/ Older into other things have access but usage is not frequent. DIUS segmentation 2005
  24. 24. Internet research sources: Which research tool? <ul><li>See websites for methodology: </li></ul><ul><li>BMRB - http://www.bmrb.co.uk/?id=344 </li></ul><ul><li>TGI - http://www.bmrb.co.uk/?id=345 </li></ul><ul><li>Comscore - http://www.comscore.com/method/method.asp </li></ul><ul><li>There are a number of research tools. Use is based on what data is required. For example the internet monitor gives good overall data. Whereas TGI allows the manipulation of the data and ask specific questions. </li></ul><ul><li>Another critical point is when the research was last updated; the latest source of information is used. </li></ul><ul><li>Each tool is designed to do different things; for example Comscore and Neilsen are predominantly for website information whereas BMRB is for user behaviour. </li></ul>

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