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Innovating into Inclusion
LSE Seminar: Innovating out of digital exclusion
Helen Milner, 28 April 2010
@helenmilner
www.slideshare.net/helenmilner
@helenmilner
Moved from a third to a fifth
› Moved from 35% never used the
internet in 2006 to 20% in 2009
– ONS (2006), and ICM (2009) & ONS
(2009)
Internet use as % of population
Source:
World Internet User Statistics June 2009
There are 5.3m non-users who are both
55+ and in C2DE social group
Non-users
over 55
(76% of nonuser pop.)
7.1m
Non-users in
C2DE
(73% of nonuser pop.)
6.9m
Source: Freshminds & UK online centres “Digital
Engagement – understanding customers” 2010
(Freshminds synthesis of ICM ‘09 and ONS ‘09)
People experiencing the deepest social
exclusions remain offline and increase
their share of the non-user pool
Total Adults non-users
2008
Over 65 & C2DE = 36%
Total Adults non-users
2009
Over 65 & C2DE = 42%
DEs = 49%
DEs = 54%
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
Why non-users don’t use the internet
“Does the internet improve lives?”
Freshminds April, 2009
Barriers were the same in 2009 as in
2007
Access:
38%
Motivation:
34%
Skills & Confidence:
20%
“Does the internet improve lives?”
Freshminds April, 2009
What a year we’ve had
› Digital Britain (June 2009)
› Digital Inclusion Champion (June 2009)
› Estelle Morris Review of ICT User Skills (June
2009) + pilot of Online Basics (January 2010)
› Building Britain’s Recovery (December 2009)
› Smarter Government (December 2009)
› Social Housing Providers Digital Inclusion Action
Plan 2010 (February 2010)
› National Plan for Digital Participation (March
2010)
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”
www.raceonline.org/resources
October 2009
Smarter Government
(December 2009)
£30m for UK online centres over 3
years to get 1 million more people
online – 75% going to grassroots
Digital inclusion action needs to
be both mass and targeted
Example: Online Basics
› Mass – Estelle Morris Review determined
the need
› Mass – built on existing online course to be
delivered fast, single course maintained
centrally
› Local – local centres and providers support
people to use it, locally available in your
living room via Pass IT On
› 97% user satisfaction with the course
Example: Get online day annual campaign
› Mass publicity (newspapers, television,
radio interviews)
› Mass coordinated “event” packs, online
game and taster courses
› Local events – 750 events around 23
October 2009
› 37,000 people got online over 3 days (2007,
2008, 2009)
10m PEOPLE offline
4m PEOPLE who are both socially and
digitally excluded
It’s about PEOPLE and what
they DO online and they
BENEFIT by being online
Paul
Real innovation: put
100% of government
services 100% online
 It makes you think differently about exclusion
 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
Thank You
[email protected]
@helenmilner
www.ukonlinecentres.com
www.slideshare.net/helenmilner