The document discusses digital inclusion for older people in the UK. It provides 8 key points about older people who are existing and potential users of digital services: 1) They span all ages and income levels, 2) Some use devices but no online services, 3) Some show no interest, 4) They use or could use Age UK services, 5) Some are housebound, 6) Some feel isolated in rural/urban areas, 7) Some live in community housing, 8) Some have disabilities like dementia.

1. Digital Inclusion Framework Research
Prepared by Prescient, September 2012
Older people:
1. On high, medium and low incomes, across the age spectrum
2. Using kindles and DTV, but not able to use any online services
3. Who display no interest in digital and online technology
4. Existing and potential users of Age UK services
5. Housebound
6. Isolated in rural and urban communities
7. In community housing environments
8. With disabilities, including dementia
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2. Our Typologies of Learners
e.g. Freda. “I want to be able to shop at M&S even though
Self my husband is housebound”
Motivated:
62% have self Can see the benefits… just need the tools and the confidence
motivated More likely to be: male, under 80 years old, ABC1, no
tendencies grandchildren
Coerced by others: e.g. Betty. “My children have set me up with a computer and
51% show co-erced Skype”; Brian “I’m a member of a local opera group. Now
by society they send all their information out by email”
tendencies
Willing to try and see the benefits…also need both tools and
confidence, and reassurance that they are not sacrificing
something (life) by turning to a screen
More likely to be: 55-69, ABC1, have children
Enforced e.g. John. “Everywhere you look it‟s „www.this or
by society: www.that‟”
44% show Need more persuading about the benefits…and a route in that
enforced by society feels as though this is on their terms
tendencies
More likely to be: over 80 years old, C2DE, be single/
separated / widowed or divorced, lack confidence with
2 computers, income less than £8k pa

3. Overview of Qualitative Groups and Depths
Flagship area Non flagship area
Groups South Coventry Cheltenham Stockport Hertfordshire Chichester
Tyneside
26/6 3/7 2/7 19/6 26/6 28/6
Self motivated Self motivated Coerced into Self motivated Self motivated Coerced into
to learn about to learn about learning to learn about to learn about learning
computers computers ABC1 computers computers ABC1
ABC1 C2DE 70-80 C2DE ABC1 55-69
55-69 70-80 55-69 70-80
Coerced into Feel enforced Feel enforced Feel enforced Coerced into Feel enforced
learning into learning into learning into learning learning into learning
C2DE ABC1 C2DE ABC1 70-80 C2DE
55-69 55-69 70-80 70-80 C2DE 55-69
Depths 1x 1 x paired 1x 1 x paired 1x 1x
housebound depth (carer housebound depth (carer housebound housebound
depth and person depth and person depth depth
Enforced with Self with Enforced Self motivated
dementia) motivated dementia)
Coerced Coerced
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4. Omnibus
The Omnibus was hosted by TNS and conducted in September 2012,
among the following audience
Age Weighted Base: 593
55-69 years 58%
70-80 years 30%
81+ years 12%
0% 50% 100%
Gender
SEG
ABC1 44%
47% Men
C2DE 56% 53% Women
0% 20% 40% 60%
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5. Experience of Training to Date
The majority of 55+ year olds (67%) have not
undertaken any training with computers or the Internet
to date.
Propensity to take up training is higher among:
- Younger age group (55-69 years)
- ABC1s
- Married / living as married
- Those without grandchildren
- Those who are confident with computers and the Internet
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6. Likelihood to Access Training in Next Five Years
Question: How likely are you to access (further) training into computers or the Internet
for yourself in the next five years?
2%
6% All adults, 55+
Weighted Base:
11% 593
Very likely (1)
9% Quite likely (2)
Quite unlikely (3)
Very unlikely (4)
72% Don't know
Men slightly more likely than women to say they are very likely to access training
(9% vs. 4%). Those over 70 years significantly more likely to declare themselves
very unlikely to access training (80% of 70 – 80 year olds, 85% of 80+ year olds vs.
65% of 55-70 year olds)
Mean = 1.5 (most assert they are unlikely to access training)
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7. Motivations To Access Training In The Future
Question: Why are you likely to access training for yourself in the next five years?
There is more I want to… 31% Base: 100, all those who
say they are likely to access
Part of work / business 25% training in the future
Want to keep up; things… 25%
Specific things I want to… 17%
Don't want to het left… 14%
Friends / relatives will… 12%
To get out / meet new… 7%
Want to benefit from… 5%
Pushed into it by media 2%
Necessity (housebound) 2%
0% 5% 10% 15% 20% 25% 30% 35%
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8. Barriers To Access Training In The Future
Why are you unlikely to access training for yourself in the next five years
No interest in computers or the
Internet 44%
No need - can already use Base: 493, all
computers and Internet confidently 23%
those who say
No need - don't see what benefits they are unlikely
computers and the Internet bring 10%
to access training
No time / too busy 8% in the future
Family / friends help me when I
need it 4%
Too old / age 3%
Don't know 3%
No money / too expensive 3%
No need (no details given as to
why) 2%
Don't want to feel like I'm going
back to school 2%
Health / disability reasons 2%
8 0% 10% 20% 30% 40% 50%

9. Friendly, Flexible
•Warm, welcoming
Friendly •Non judgemental
and fun •Tutors have learners’ goals in mind
•Underpinned by positive human relationships
“It has got to be • Pairing learners up / buddying system
enjoyable to do” •An enjoyable experience for all
•Well structured but never rigid;
Flexible
•Meet individual needs in a way that is appropriate to them
(e.g. bus times, may miss session due to illness
•Different environments
“I might not be able to
go every week if I have
a hospital
appointment”
Coerced
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10. Accessible
•Delivery across wide range of touch points
Accessible •Centres
•Libraries
•community schools
“I would need to have •Hospitals
something (a leaflet)
that takes me through •sheltered housing
what it is all about.
My son will show me •residential homes
things on the •Free parking; on bus route; easy to find
computer but he does
it so quickly I can’t •Space to enable learners to hear/no background
remember what to do.
noise
Then he gets cross if I
ask for help again” •Keep it simple – avoid/explain jargon
Coerced
•Supporting learning with good quality, written hand outs
for learners to take away and reference
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11. Exclusion
Research revealed examples of exclusion which impacts upon those in later
life:
• Golf club competition entry invalid – not online
Use it, or lose out
• Higher insurance premiums;
• Higher utility bills because no to online/direct debit
• Person excluded from singing group news online
• Missed TV programmes (no idea how to watch on
iplayer)
• Limited budget airline choices
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12. Identifying Desired Outcomes
The top five activities that non computer users would like
to be able to do are:
- To use a computer
- To send emails, with and without attachments
- Source general information
- Make purchases
- Book tickets
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13. Activities Undertaken (1)
Questions: Which of the following activities have you ever done, with or without help?
And which have you done in the last month?
Sent / received emails 53%
without attachments 68%
Sourced general 42%
information 62%
Used a computer 50%
60%
Sent / received emails with 45%
attachments 58%
Done in last month
Made purchases 30%
51% Ever done
Booked tickets (travel) 25%
48%
Created a document 32%
47% All those who have
28% access to a computer
Digital photography 41% Weighted Base: 373
0% 20% 40% 60% 80%
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14. Activities Undertaken (2)
Online banking 31%
38%
Sourced health 14%
information 32%
Watched TV / film 20%
32%
Paid utility bills 18%
30%
Looked up benefit / Done in last month
7%
council information 28% Ever done
Buying / selling on 15%
ebay 29%
Used skype 13%
25% All those who have
Used social network access to a computer
18% Weighted Base: 373
site 25%
0% 10% 20% 30% 40%
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15. Activities Undertaken (3)
Learned something 10%
23%
Read ebook 13%
20%
Made a complaint 6%
19%
Signed a petition 6%
22%
Bought groceries 10%
20%
Played games online 11%
19%
Done in last month
Made a comment… 4%
11%
Ever done
Contacted MP /… 2% 11%
Written a blog 1%
3%
Used a chat room 2%
5%
Used online dating… 0% All those who have
2% access to a computer
Gambled online 0%3% Weighted Base: 373
0% 5% 10%15%20%25%
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16. Activities Never Undertaken (1)
Send / receive emails 16%
26%
without attachments… 32%
Source general 20%
20%
information 38%
8%
42%
Use a computer 40%
Not now, but maybe
Send / receive emails 15%
26% in future
with attachments 42%
Would like to
21%
13%
Make purchases 49%
21% Never done
13%
Book tickets 52%
13%
14% All those who have
Create a document 53%
never undertaken these
16% activities. Variable
13%
Digital photography 59% bases
16 0% 20% 40% 60% 80%

17. Activities Never Undertaken (2)
Use social network site 7% 21% 75%
Use skype 9% 21% 75%
Buy / sell on ebay 8% 21% 71%
Look up benefit /… 12%
21% Not now, but
72%
maybe in future
Pay utility bills 14%
8% 70% Would like to
Watch TV / film 15%
13% 58% Never done
Source health… 22%
11% 68%
Online banking 15%
8% 62%
All those who have
never undertaken these
activities. Variable
bases
0 0.2 0.4 0.6 0.8
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18. Activities Never Undertaken (3)
Learn something… 19% 77%
Read ebook 7% 80%
Make a complaint 7% 81%
Sign a petition 5% 78%
Buy groceries 6% 80% Not now but maybe in
Play games online 4% the future
81%
Would like to
Make a comment… 16% 89%
Contact MP /… 11% 89% Never done
Write a blog 3% 97%
Use a chat room 7% 95%
Use online dating… 1% 98%
All those who have
never undertaken these
Gamble online 1% 97% activities. Variable
bases
0% 20% 40% 60% 80%100%120%
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