“The Web as I envisage it, wehave not seen it yet. The futureis still so much bigger than thepast.”Tim Berners-LeeOlympic opening ceremony, 2012
The internet is important for Growth• The internet economy accounts for over 8% ofUK GDP, a higher share than any othercountry in the G20• This figure is forecast to rise to over 12% by2016• The internet now accounts for c. a quarter ofUK’s economic growthSources:1. Boston Consulting Group “The Internet Economy in the G20” 20122. McKinsey Global Institute “Internet Matters: The Net’s Sweeping Impact onGrowth, Jobs and Prosperity” May 2011
For most citizens the internet is partof everyday life:UK consumers buy the most onlineper capita globallyBoston Consulting Group “The interneteconomy in the G20”, 2012
82% of internet users say they have savedmoney in the last six months by using theinternetwith 46% saying they’ve made significantsavingsSource: Ofcom UK Adults’ Media Literacy Report, 2011
UK online centres users lives – before and after0%20%40%60%80%100%I do not feel concerned about my levelsof qualifications, training or skillsn=75I do not feel concernedabout my work positionn=51I do not feel concerned aboutmy healthn=75I felt part of my local communityI communicated as muchas I would have likedwith my familyI communicated as muchas I would like to with friends"Yes" Before "Yes" After“Does the internet improve lives?”Freshminds April, 2009CommunicatemoreFeel more connected tolocal communityFeel less concernedabout skills, workand healthComparison beforeand after using theinternet
Why do you care about digitalinclusion?• Social Justice– Equality, improving lives– Attainment for children, employment, savingmoney (individuals), social isolation• City/Business Imperative– Universal Credit & Welfare Reform– Digitising services– Economic Growth
Who is excluded?• 18% of adults have never been online (ONS)• 21% are not regular internet users (BBC),meaning that 1 in 5 do not use the internet. Ofthose:• 71% are in social group C2DE• 51% over 65• 50% have no qualifications
“Offline” – different definitions• Never Used the Internet (ONS)• Hasn’t used the internet in past three months(ONS)• First Generation Users (OxIS)• Household hasn’t bought broadband (Ofcom)• Household doesn’t have access to Broadbandat > 2mbps (BDUK)• People who aren’t “Regular Internet Users”(BBC) – my opinion the best to use
Three main barriers why PEOPLEaren’t onlineFreshminds 2007 and 2009
5.2 million households in the UK withoutinternet access: Why?• Of those households who haven’t boughtbroadband:– 54% said they did not have a connection becausethey felt they didn’t need one– 22% cited a lack of internet skills– 15% reported equipment costs were too high– 14% said that the cost of connection was too high– < 1% reported a lack of broadband availability intheir area as a reasonSource: ONS “Internet Access Households & Individuals” 2012
Targeting is importantEveryone in[a place]OlderresidentsParents ofschool agechildrenJobseekersClear geographicalfocusMostly online,need help with jobsMostly online,try for 100% onlineMostly offline
How will you help them?Using what’s already there
5000 hyper-local UK online centresCentre search and free phone number searchwww.ukonlinecentres.com/centresearch or 0800 77 1234
No such thing as a typical centre.All centres do something else (and support digital skills).Most centre partners run outreach sessions in care homes,pubs, clubs, village halls, mosques, churches, socialhousing, et al
Free online courses for digital inclusion, financialinclusion and employability - www.learnmyway.comOptimised for mobile learning
Learn My Way – automated datacollectionAll centre partners haveown code which tags aperson to a local partnerwhen helping someone toregister on Learn My Way.All partners then have localdata dashboards for theirown data – automated byus.
Learn My Way – automated data collectionA registered person has a personalised learning trackerand all progress data is also stored by OCF
Support for volunteers and centre staff• Training for staff and volunteers• Webinars on range of subjects including ‘howto support people to learn about the internet’as well as ‘how to fund raise’• 45 minute ‘digital champion’ volunteer onlinecourse (free)– http://ukonlinecentres.learningpool.com/
Take part in national campaignsGet Online Week – October 2013
Also supporting local community partners todo more with digital toolswww.communityhowto.com
Lots of technology options – refurbsat www.getonlineathome.org
Go On UKUmbrella movement for digital inclusion
Some inspiration from others(not exclusive, just what I know about)
@loveburntoak – Barnet Group• Chose a place based approach• Faciliated multi-partner action to inspire andsupport local people to use the web• Now working with Barnet Council• And replicating across the borough• Using tools freely available
Peabody’s revenues teamwill deliver roadshowswith its Digivan.Roadshows will targetresidents affected,providing information andsupport.Digital Champions arebeing trained to offersupport with openingbank accounts onlineand searching for jobs.
Mobile/tablets part of the mix• Breezie – trialed inBarchester Homes,linking older peoplein care homes withtheir family via anew tabletinterface
Channel Shift: 1000 people x 2 contactssaved a month = £133,800 a yearCosts percontact (SOCITMresearch 2012)Saving ifshifted onlineFace to face £8.62 £8.47Phone £2.83 £2.68Online £0.15
Why: Objectives?• Be a digital and successful city– Have delightful online services and transactions thatcitizens want to use– Using digital to save money across businesses andservices• With digital citizens with better lives– Inspire customers to use the internet– Support them to make best use of the web– Help them with access at home and elsewhere• And digital staff– Staff empowered to help included citizens via digital
What does success look like?• Channel shift: transactions moved from offlineto online channels?• Lower unemployment in the city?• Reduction in baseline of people ‘offline’?• Number of people trained/Number of benefitclaimants trained?• Number of people newly online at home?• Staff engaged and/or trained?
Need action in all of these areasWhat can be done for free?- signposting, free onlineresources, volunteersWhat can be done withpartners?- Local UK online centres,JCP, local employersWhat needs investment tomake happen?- Staff to organisevolunteers, computers infoyers and common areas,set up more ‘UK onlinecentres’
Seven Point Plan1. You will be a digital city in 3 - 10 years - the question ishow and how fast2. Have a city-wide digital strategy that drives digitalinclusion: achieving efficiency and equality for everyone3. Think about your existing targets and how digital is goingto help you to achieve those4. Understand your digitally excluded citizens and targetthem5. This is a change programme not a technology project6. You need action in all three of the main barriers to take-up: Motivation; Skills & Confidence; and Access7. Start quickly - make small changes as soon as you can,and don’t delay. Small actions help big change happen.
Please keep the conversation going and join the digital housing hubdigitalhousinghub.ning.com
It’s not about technology, it’s allabout people