Go ON UK User Map
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The document summarizes research from Go ON UK, an organization focused on digital inclusion in the UK. It presents data on different groups of internet users in the UK segmented by their digital literacy and capabilities. The main groups discussed are those with high, medium, and low digital literacy. It also discusses potential future users and active resistors. The document proposes measuring internet adoption based on routine use rather than just ever using the internet. It concludes by requesting feedback on next steps.
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Go ON UK User Map
- 1. Martin Wilson, Policy Director www.go-on-uk.org Follow on Twitter: @Go_ON_UK
- 2. Priorities Founder Partner Commitments Business Case Evidential Base
- 3. The Challenge Common Language Audience Map New Metrics
- 4. Go ON UK Research Reviewed Research Key Researchers Network
- 5. Go ON UK User Map GROUPS %* DATA/INSIGHTS Aged 18-54, ABC1. Slight male skew. Very high user - highly competent and Hi Literacy: comprises Hi Tech Influencers, Eager generally tech-savvy. Access the internet on numerous devices and have multiple 29%/14.8M devices in the home. Competent/confident in 22 tasks use on average 3 devices enthusiasts and Traditional Followers to access the internet 79% USERS Aged 11-64. Spread of SEG but largely ABC1. Slight male skew. Medium Literacy: comprises Trend setting 32%/16.5M Accomplish an average of 17 tasks online use on average 2 devices to wannabes, Functional Users and Willing Worriers access the internet 55+, spread of SEG. Slight female skew. Light users and low confidence. Low Literacy: ‘narrow users’ 18%/9.3M Access the internet on 1.1 devices and do an average of 8 tasks. Rely on others and courses for help. Estimated 65+ (51%). C2DE (71%). Female skew. 50% have no formal education. Potential Users 11-15%/5.6-7M Half of everyone who is offline lives in social housing. High proportion of registered disabled. PROXY AND EX USERS Active Considerers – need support 21% NON-USERS Willing But Constrained – Economic/Infrastructure/Social Context Willing But Constrained - Disability Estimated Older, lower SEG. Female skew. Have no formal education. Less likely Active Resistors 6-10%/3-5M to live in a Metropolitan area. * Original segmentation source: BBC “Understanding Digital Capabilities”, July 2012. ONS Adult Population, 2010: 51.39M. Other sources: Communications Consumer Panel, 2012; UK online Centres;
- 6. New Adoption Metric Currently “ever been online” Propose routine use: “Do you use the internet several times a week”
- 7. Communications Buying & Information & Civic & Political Entertainment/ Security & social Finance Learning Participation Play/Leisure networking Hi Literacy Mainstream Users Narrow Users Email Form Fill Search Form Fill Stay safe Browse Potential Users FOUNDATION LEVEL
Editor's Notes
- For those who don’t know me…
- Since I was last here we had three immediate prioritiesWork with Founder partners on a series of commitments that would lead the way Create a business case for action And a robust evidential base We are making good progress on the first two but it’s the third – creating the evidential base – I wanted to update you on
- We learned from you and others working in this area that this was not going to be straightforward – There was a need for a common language A consensus around an audience segmentation that was good enough for us all to work from And new targets to measure ourselves against – the ONS question about adoption for example was widely held to be no longer fit for purpose
- We started by reviewing existing research, questionnaires and data from ONS, OFCOM, Oxis, BBCWe talked to the key academics in the field like Ellen and PaddyAnd we’ve been working with all of you and our Go ON network of researchers And I want to share with you our conclusions from our travels
- This map represents a summary which, I think, most accurately reflects all that research – a complete map of users and non usersYou’ll see there are five segments in total There’s agreement between the Ofcom and BBC research that 79 per cent of the adult population are users – we’ve split those into three key groupings Hi Literacy comprises three of the BBC segments; Medium the next three – which we’re calling mainstream users; and low which we’re calling narrow users but maps exactly against the BBC’s concerned resistors. We’ve taken the numbers for the segments sizes off the BBC. You’ll see one of the key issues is the language – not only do different organisations segment the audience differently but even when they agree they give them different names. So this is what we are proposing for the online group The non users were more difficult to size: Using the BBC data further, we can size the Non User population if we segment it behaviourally by Never Use (10%) vs. Lapsed Use & Proxy Use (11%.)However, to size our newly-created Potential User and Active Resistor segments, we can only make educated assumptions. So our guestimates are as follows:That the Potential Users group makes up 11-15% of the adult population, based on the fact that this group is likely to have a high overlap with Lapsed & Proxy Users e.g. 11% of population (BBC), but is not made up exclusively of Lapsed or Proxy Users.That the Active Resistors group is 6-10% of the adult population, based on the fact that they probably have a high overlap with the Never Use population e.g. 10% of population (BBC). These groupings sits on top of lots of first rate research into the various segments – for example we can break down the potential users – a key target into these three further segments enabling us to target them more precisely with the motivation and learnings which are going to be most effective for them.
- As you all know the current key adoption metric is measured by ONS with the question: “have you ever been online” You could answer ‘yes’ to this but not have been online for a year – so registered as a user but actually not one We think a better question is one that established whether indeed you were an independent user – and that means using the internet routinely
- The next main priority was can we come up with a definition of basic digital literacy and could we measure it We’ve used these simple categories which activities might be grouped in. These have come from Ellen and map well against the BBC’s and Ofcom’s own matrices We’re proposing a simple set of five activities for what we are calling this Foundation level - which are sufficient to enable anyone to enjoy the key benefits of the internet – save money, stay in contact, learn and find what you want while, of course, staying safe. But we also wanted something really simple – something which could be measured with a simple set of questions – so that we can measure our progress I’ve deliberately left the other boxes blank – but we’d like to work with you all on agreeing what these higher order skills and capabilities are and in what order The priority at the moment is agreeing this basic level – we’d like the Partner organisations for example to commit to ensuring their employees have this Foundation level – you can see how this would be incredibly useful as a target for other employers and, indeed for the country. And to life many more millions of people to this level would be game changing…Ultimately, in the spirit of simplicity, we have arrived at 4 Basic online activities we propose as a measure of someone’s competency online:We propose to call these basic skills Foundation Skills
- We’re planning to ask ONS if they will adopt a new set of questions that will enable us to measure adoption differently and also measure this Foundation levelWe think two clear targets like this will enable the partnership to use its firepower most effectively and enable us all to make real progressA plea – in the spirit of the partnership we’d like to achieve a consensus so that we can all move forward together – most if not all of you should be aware of this already but I’d welcome any feedback – but particularly at this stage any show stoppers - by COP tomorrow if possible We’ll be discussing our progress with board on September 25th and then launching this publicly on November 7th