Innovating into Inclusion (Helen Milner LSE 28/04/10)


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  • Last year’s presentation “The Evidence” got 5000 views and 100 downloads on slideshare – that shows that a lot of people are really hungry for the evidence to prove digital inclusion is an important issue.
  • In just three years we’ve moved from 1 in 3 offline to 1 in 5, we’ve done well but we need to keep working hard to get 100% of the UK population enjoying the benefits of the internet
  • World Internet User Stats from June 2009 show we’ve moved up the league table, we’re now with the big players (with smaller populations) of Sweden, Finland and Denmark. Also equivalent to Australia, and ahead of the middle of the pack Spain, France, Germany and the US.
  • (for C2DEs),en/
  • In the conference promotional material Matthew Taylor said it looked like digital inclusion had hit the proverbial big time. And what a year we’ve had … Including the Social Housing Providers Digital Inclusion Action Plan – prepared by the Social Housing and Digital Inclusion Strategy Group announced at last year’s conference by Baroness Kay Andrews
  • In October Martha Lane Fox and PWC produced an excellent document “The Economic Case for Digital Inclusion” which looked at the digital dividend if more people could get online. For example the poorest households can save almost £300 a year by being online and the Government could save £900m a year if all the digital excluded just made one contact a month online
  • This argument was then picked up by the prime minister and led to UK online centres being awarded £30m to an additional 1m people online over the next three years with 75% of the money going to the grassroots
  • It isn’t enough to talk about statistics and to forget each one is a person with a life that is changed and improved by being online
  • About People – People who we can get online to reap the benefits of the internet. Like Paul 47, from Birmingham had been made redundant twice, and feared he would never be employed again. He had never used a computer nor the internet before. After going to his local UK online centre, he started myguide courses and was able to put his new skills on his CV which allowed him to get a new job at Jaguar
  • What am I excited about in 2010? Let’s put some government services 100% online so that we can really shift our mindset for what that means. We can then together put in place an appropriate safety net to pick up the digital excluded – who for whatever reason can’t or won’t go online without our help
  • Innovating into Inclusion (Helen Milner LSE 28/04/10)

    1. 1. Section Divider: Heading intro here. Innovating into Inclusion LSE Seminar: Innovating out of digital exclusion Helen Milner, 28 April 2010 @helenmilner
    2. 2. @helenmilner
    3. 3. Moved from a third to a fifth <ul><li>Moved from 35% never used the internet in 2006 to 20% in 2009 </li></ul><ul><ul><li>ONS (2006), and ICM (2009) & ONS (2009) </li></ul></ul>
    4. 4. Internet use as % of population Source: World Internet User Statistics June 2009
    5. 5. There are 5.3m non-users who are both 55+ and in C2DE social group Source: Freshminds & UK online centres “Digital Engagement – understanding customers” 2010 (Freshminds synthesis of ICM ‘09 and ONS ‘09)
    6. 6. People experiencing the deepest social exclusions remain offline and increase their share of the non-user pool Total Adults non-users 2008 Total Adults non-users 2009 Over 65 & C2DE = 36% Over 65 & C2DE = 42% DEs = 49% DEs = 54%
    7. 7. It is a case of social equality : 97% of people in the highest income category (>£40,000) use the internet compared to only 38% of those in the lowest income (<£12,500) category Source OxiS 2009
    8. 8. Why non-users don’t use the internet “ Does the internet improve lives?” Freshminds April, 2009
    9. 9. Barriers were the same in 2009 as in 2007 “ Does the internet improve lives?” Freshminds April, 2009 Access: 38% Skills & Confidence: 20% Motivation: 34%
    10. 10. What a year we’ve had <ul><li>Digital Britain (June 2009) </li></ul><ul><li>Digital Inclusion Champion (June 2009) </li></ul><ul><li>Estelle Morris Review of ICT User Skills (June 2009) + pilot of Online Basics (January 2010) </li></ul><ul><li>Building Britain’s Recovery (December 2009) </li></ul><ul><li>Smarter Government (December 2009) </li></ul><ul><li>Social Housing Providers Digital Inclusion Action Plan 2010 (February 2010) </li></ul><ul><li>National Plan for Digital Participation (March 2010) </li></ul>
    11. 11. If all UK digitally excluded adults got online and made one digital contact each month, this would save the Government £900 million per year PwC & Martha Lane Fox “ The Economic Case for Digital Inclusion” October 2009
    12. 12. Smarter Government (December 2009) £30m for UK online centres over 3 years to get 1 million more people online – 75% going to grassroots
    13. 13. <ul><li>Digital inclusion action needs to be both mass and targeted </li></ul>
    14. 14. Example: Online Basics <ul><li>Mass – Estelle Morris Review determined the need </li></ul><ul><li>Mass – built on existing online course to be delivered fast, single course maintained centrally </li></ul><ul><li>Local – local centres and providers support people to use it, locally available in your living room via Pass IT On </li></ul><ul><li>97% user satisfaction with the course </li></ul>
    15. 15. Example: Get online day annual campaign <ul><li>Mass publicity (newspapers, television, radio interviews) </li></ul><ul><li>Mass coordinated “event” packs, online game and taster courses </li></ul><ul><li>Local events – 750 events around 23 October 2009 </li></ul><ul><li>37,000 people got online over 3 days (2007, 2008, 2009) </li></ul>
    16. 16. It’s about PEOPLE and what they DO online and they BENEFIT by being online 10m PEOPLE offline 4m PEOPLE who are both socially and digitally excluded
    17. 17. Paul
    18. 18. Real innovation: put 100% of government services 100% online <ul><ul><li>It makes you think differently about exclusion </li></ul></ul><ul><ul><li>We can put in place a proper safety net so that everyone can use online services in a place that suits them and with the support that they need </li></ul></ul>
    19. 19. Thank You [email_address] @helenmilner