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

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

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

  1. 1. Plugged in and switched on? A look at recent research into internet and households June 2009
  2. 2. Headlines
  3. 3. Headlines <ul><li>UK online shoppers spent £4.6 billion during Christmas 2008 </li></ul><ul><ul><li>Source: IMRG Cap Gemini e-Retail Sales Index </li></ul></ul>
  4. 4. Headlines <ul><li>273,000 DVLA car tax discs are sold weekly </li></ul>Source: Freshminds, April 2008
  5. 5. Headlines <ul><li>10 million people visited Twitter in February 2009 (worldwide) </li></ul><ul><li>Traffic to Twitter in the UK increased by 974% in last year </li></ul>Sources: 10m ComScore; 974% Hitwise
  6. 6. Headlines <ul><li>In the UK we spent 119 billion minutes on the Internet in February 2009 </li></ul>Source: “The Global Online Media Landscape”, Nielsen, April 2009
  7. 7. Who’s connected?
  8. 8. Who’s connected? <ul><li>70% of households online in UK </li></ul><ul><ul><li>Fewer in North East : 60% </li></ul></ul><ul><li>8 business lines to every 10 business premises </li></ul><ul><ul><li>7 in 10 in the North East </li></ul></ul>Based on OFCOM / Mori June 2009, Point Topic June 2008
  9. 9. Who’s connected? figures from OFCOM / Mori 2009, assuming 6% connect in next 6 months % of households
  10. 10. Who’s not connected? <ul><li>29% adults don’t use the internet </li></ul><ul><li>25% of adults have never used the internet </li></ul><ul><li>35% of households don’t have the internet </li></ul>UK Online Centres April 2009
  11. 11. Trend over past three years Sources: ONS internet access surveys, *Ofcom 2009 30* 2009 % ONS Survey Question 2006 % 2007 % 2008 % Not accessed in last three months 40 33 29 Never accessed 35 27 25 No household internet connection 43 39 35
  12. 12. Who’s not connecting? Based on OFCOM / Mori June 2009
  13. 13. Who’s not connecting? <ul><li>30% of households have no internet </li></ul><ul><ul><li>Almost one fifth of these say they will connect in next 6 months </li></ul></ul><ul><ul><li>As high as 87% in parts of Northumberland </li></ul></ul><ul><ul><li>Half of Sunderland households don’t have Broadband </li></ul></ul><ul><li>Still almost a quarter of UK households unlikely to be online by Christmas 2009 </li></ul><ul><ul><li>Will be higher in the North East </li></ul></ul>Based on OFCOM / Mori June 2009, Point Topic June 2008
  14. 14. Who’s not connecting? <ul><li>Older people </li></ul><ul><li>People who are not working </li></ul><ul><li>Households without children </li></ul><ul><li>‘ Low-tech’ households without a games console, mobile phone, MP3 player etc. </li></ul><ul><li>Low income households </li></ul><ul><li>Households too far from telephone exchanges </li></ul><ul><li>Households without a phone line </li></ul>Source: Ofcom, March 2009
  15. 15. Who’s not connecting? <ul><li>70% of people over 65 have never used the internet </li></ul><ul><li>49% of everybody without internet access are in social grade DE </li></ul>UK Online Centres April 2009
  16. 16. Who’s not connecting? <ul><li>Women are less likely to use the internet than men </li></ul><ul><ul><li>34% of women don’t, compared to 25% of men </li></ul></ul><ul><li>70% of people who live in social housing aren’t online </li></ul><ul><ul><li>a full 28% of everyone not online </li></ul></ul><ul><ul><li>Sources: </li></ul></ul><ul><ul><li>70% Oxford Internet Survey 2007 </li></ul></ul><ul><ul><li>28% ICM 2008 </li></ul></ul>
  17. 17. Who’s not connecting? <ul><li>Only 15% of people living in deprived areas have used a government online service or website in the last year </li></ul>Source: Ofcom, March 2009
  18. 18. Who’s not connecting? <ul><li>75% of everybody not online is not working </li></ul><ul><li>Although outnumbered by those who aren’t working, 26% of all employed people aren’t online </li></ul><ul><ul><li>Source: ICM, 2008 </li></ul></ul>
  19. 19. Other channels
  20. 20. Other channels aren’t impacting on inclusion <ul><li>Only 11% of mobile phone users use it to browse the internet (only 6% to read email) </li></ul><ul><li>99% of people using access devices such as mobiles and DTV to get online, also use the internet on a PC </li></ul>Source: ONS 2006a
  21. 21. Does it matter if they don’t want to use it?
  22. 22. Why (C2DE) users started using the internet “ Does the internet improve lives?” Freshminds April, 2009
  23. 23. Does it matter if they don’t want to use it? <ul><li>Direct financial benefit of using broadband in the home £276 per year (lowest income) </li></ul>Sources: “ Does the internet improve lives?” Freshminds April, 2009 SQW Consulting, September 2008
  24. 24. Does it matter if they don’t want to use it? <ul><li>Internet users confidence in their ability to find work out-stripped non-users by 25% </li></ul>Sources: “ Does the internet improve lives?” Freshminds April, 2009 SQW Consulting, September 2008
  25. 25. Does it matter if they don’t want to use it? <ul><li>Internet users confidence in their ability to find work out-stripped non-users by 25% </li></ul>Sources: “ Does the internet improve lives?” Freshminds April, 2009 SQW Consulting, September 2008
  26. 26. Does it matter if they don’t want to use it? <ul><li>Direct financial benefit of using broadband in the home £276 per year (lowest income) </li></ul>Sources: “ Does the internet improve lives?” Freshminds April, 2009 SQW Consulting, September 2008
  27. 27. Does it matter if they don’t want to use it? <ul><li>Being able to use a computer and internet commands a salary premium of 3 – 10% </li></ul>Centre for the Economics of Education, 2007
  28. 28. Does it matter if they don’t want to use it? <ul><li>once becoming internet users </li></ul><ul><ul><li>30% less worried about their work position </li></ul></ul><ul><ul><li>40% less concerned about their health </li></ul></ul>“ Does the internet improve lives?” Freshminds April, 2009
  29. 29. Does it matter if they don’t want to use it? <ul><li>once becoming internet users </li></ul><ul><ul><li>17% increase in communicating with friends </li></ul></ul><ul><ul><li>14% increase in communicating with family </li></ul></ul>“ Does the internet improve lives?” Freshminds April, 2009
  30. 30. So why don’t more people use the Internet?
  31. 31. C2DE non internet users said … “ Does the internet improve lives?” Freshminds April, 2009
  32. 32. Barriers to connecting Access Skills & Confidence Motivation
  33. 33. Main reasons for not connecting figures from OFCOM / Mori 2009 % of households
  34. 34. Why don’t they connect? <ul><li>Motivation </li></ul><ul><li>‘ it’s for younger people’ </li></ul><ul><li>‘ not interested’ </li></ul><ul><li>‘ wouldn’t use it enough’ </li></ul><ul><li>‘ don’t need it’ </li></ul><ul><li>‘ not bothered’ </li></ul><ul><li>‘ too complicated’ </li></ul><ul><li>Access </li></ul><ul><li>‘ internet too expensive’ </li></ul><ul><li>‘ don’t have a computer’ </li></ul><ul><li>‘ can’t afford a computer’ </li></ul><ul><li>‘ don’t want a 12 month contract’ </li></ul>Based on OFCOM / Mori June 2009
  35. 35. So what might make a difference?
  36. 36. What would help them connect? <ul><li>Motivation </li></ul><ul><li>awareness of internet </li></ul><ul><li>demonstrate personal relevance </li></ul><ul><li>give experience of using the internet </li></ul><ul><li>training once engaged </li></ul><ul><li>mentoring and support </li></ul><ul><li>engage proxies as mentors </li></ul><ul><li>Access </li></ul><ul><li>free helpline </li></ul><ul><li>accurate cost information </li></ul><ul><li>subsidised connectivity </li></ul><ul><li>prepaid / ‘pay as you go’ internet </li></ul><ul><li>lower cost computer </li></ul><ul><li>free training </li></ul><ul><li>safe internet environment </li></ul><ul><li>easy to use device </li></ul><ul><li>loan equipment </li></ul><ul><li>plugging ‘not spots’ </li></ul>Based on OFCOM / Mori June 2009, Sunderland Digital Challenge
  37. 37. Moving forward with inclusion…… <ul><li>Policy white papers </li></ul><ul><ul><li>Digital Inclusion / Digital Action Plans </li></ul></ul><ul><ul><li>Digital Britain </li></ul></ul><ul><ul><li>no compulsion, though </li></ul></ul><ul><li>Research </li></ul><ul><ul><li>Ofcom / Mori </li></ul></ul><ul><ul><li>UK Online Centres / Freshminds </li></ul></ul><ul><ul><li>Point Topic </li></ul></ul><ul><li>National Initiatives </li></ul><ul><ul><li>Digital Challenge in Sunderland </li></ul></ul><ul><ul><li>DC10plus network </li></ul></ul><ul><ul><li>Digital Inclusion Beacons </li></ul></ul><ul><li>Local measures </li></ul><ul><ul><li>Birmingham, Manchester, Norwich, Milton Keynes etc </li></ul></ul><ul><ul><li>Northnet </li></ul></ul><ul><ul><li>GTi </li></ul></ul>
  38. 38. 2009 position % households after Ofcom June 2009
  39. 39. Contact <ul><li>Graham Jordan </li></ul><ul><li>Partnership Analyst </li></ul><ul><li>Tyne and Wear ICT Partnership </li></ul><ul><li>www.twict.gov.uk </li></ul><ul><li>[email_address] </li></ul>

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