Broadband access and learning: segmenting the population

Darren Sidnick, Head of Innovation & Research, March 2008

www.darrensidnick.blogspot.com

Digital Britain Key Facts64% of the UK population are online (over 15) *

90% of people who are online use broadband *

55% of internet users use the Internet for an hour a day or more **

•BMRB Internet monitor Jan 08 (UK)

**TGI (UK)

72% have bought any product or service – 19.5M **

Online population growth at c. 8% a year (where in 5 yrs?)

Advice line visits has increased from 20K (03) to peak of 140K (Nov 07)

75% have digital TV; 87% a mobile phone **

31M online31M online

‘Harder’ to reach summary

Ethnic minorities are more enthusiastic about technology than the adult population (Ofcom 07)

C2DEs are the fastest growing demographic online (but behind AB/C1s). (BMRB)

38% individuals with no qualifications use the internet (1.1 million) (TGI) 68.5% C2DEs buy

online (72.5% ABC1s); (TGI)

58% C2DEs online

DIUS segmentation: 5 out of 10 segments 70%+ online. Stats fall for hardest to reach (see slide)

31M internet users

30711

10463

29113

3294

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Source: BMRB’s Internet Monitor

64% used the Internet over past 12 months

Number of E-Shoppers/ E-bankers

Source: BMRB’s Internet Monitor

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Activities on the net

• 72% have bought any product or service through the internet in the past 6 months– TGI net wave 13

• 8.5% have used VOIP in past 6 months– TGI net wave 13

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Use VOIP

Write a Blog

Watch films

Watch TV

Sell prod/serv

Used a chat room

Pay for/obtain music

P lay games

Read magazine online

Download music and films

Buy business prod/serv

Access sports results

Search/apply for jobs

Use instant messaging

Listen to radio

Search/book travel

Buy prod/serv

Personal banking

Look for product info

Use search engines

Sources: BMRB Internet Monitor

How people spend their time online

25+ key stats• 68.6% use the internet (27.8 million)

• 52.7% use it for more than an hour a day

• 51% have bought a product or service via the internet in the past six months

• What do they do online?– 90.9% email– 80.3% to get info about activity or interest– 66.3% for making travel or holiday plans

• 27.6% have used the internet to watch video clips

Source: TGI Net wave 13

25+ use of social media

Other platforms

• 75.7% of UK population receive satellite, cable or digital TV at home

• 86.6% of UK population have a mobile phone

• 80.8% listen to the radio

Source: TGI Net wave 13

Large increase in learndirect Advice Web Visits

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End of 2003: c 20,000 visits a month

End of 2007: c. 140,000 visits a month

Broadband & ‘Harder to reach’ segments

Pre-Level 2 learners (UK)• 50% use the internet (5.9 million use the web

out of 11.7M pre L2 learner population)– 20% use it for 21+ hours a month– 45% access via a broadband connection– 52% bought online

• England stats are higher than UK - 57% use the Internet (4.3M use web out of 7.6M pre L2 population); 51% of these have broadband; 53% bought online.

Source: TGI (2006, UK).

NB. These stats are from Qu 2, 2006 ie. Slightly of of date (the pre L2 postscript was added specfically for Ufi). They will be repeated later this year.

Ethnic Minorities & Internet

• Ethnic minorities are more enthusiastic about technology than the adult population

• Greater % have broadband

• Greater % have mobiles

• Ethnic minorities that don’t have internet at home appear less resistant about adapting it some stage in future.

Ofcom, June 2007

Individuals with no quals (UK)

• 38% use the internet (1.173 million)– 48% use it for 1+ hours a day– 77% access via a broadband connection– 68% bought online in last 6 months– 88% use email– 24% watch video clips

Other digital media– 69% own a mobile– 65% have digital TV, Cable or Satellite– 68% Listen to the radio

Source: TGI Net wave 13. Coded as: Those who have completed a few years of secondary (or less) but not those who have completed secondary.

Older learners (UK)Coded as: Those over 50 years old

• 51.2% use the internet (10.383 million)– 48% use it for 1+ hours a day– 75% access via a broadband connection– 91% use email– 22% watch video clips– 73% have bought a product or service online in the last 6 months

Other digital media– 88% own a mobile– 78% have digital TV, Cable or Satellite– 85% Listen to the radio

Source: TGI Net wave 13

Those not in work (UK)Coded as: All those not working

• 56.1% use the internet (12.372 million)

– 52% use it for 1+ hours a day

– 75% access via a broadband connection

– 91% use email

– 28% watch video clips

– 67% have bought a product or service online in the last 6 months

Other digital media

– 89% own a mobile

– 79% have digital TV, Cable or Satellite

– 78% Listen to the radio

Source: TGI Net wave 13

UK Socio-Economic Profile

0%

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35%

AB C1 C2 DE

GB Population Internet Population

Source: BMRB’s Internet Monitor

What percentage of users are C2DEs?

Source: BMRB’s Internet Monitor

36

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C2DEs are the fastest growing demographic online

DIUS Audience segments –Internet access and knowledge of learndirect

Segment% Total

audienceAttitudes

to learningBarriers to learning

Characteristics

Enthusiastic & Enlightened

29%Well above

averageVery low Very positive about learning

Fulfilled & Family Focused

15%Just above

averageVery low

Family commitments/ happy with life

Hampered hard workers 7%Well above

averageAverage Busy with work

Looking for Learning 5%Just above

averageAverage

Don’t know where to look for training

Trapped on a Treadmill 6%Just below

averageHigh

Financial barriers to learning but want to change their life

Older Into Other Things 11%Just below

averageLow

Often older & retired. Other interests.

Too Late to Learn 11%Just below

averageVery low

Few barriers. Low qualification levels.

Unfulfilled & Unhappy 9%Just below

averageHigh Low qualified, low confidence.

Sceptical but Scraping By

6%Well below

averageVery low Negative towards learning.

Disaffected & Discouraged

3%Well below

averageVery high

Basic skills barriers, negative about learning.

DIUS National Adult Learner Segmentation

Five out of ten segments achieve >70% Internet penetration (note: based on 2005 data)

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90

Enthusiastic &Enlightened

Fulf illed &Family Focused

Hampered HardWorkers

Looking forLearning

Trapped on aTreadmill

Older IntoOther Things

Too Late toLearn

Sceptical butScraping By

Unfulf illed &Unhappy

Disaffected &Discouraged

Computer & Internet at home Computer only No computer

DIUS segmentation 2005

Major differences between Internet access (previous slide) and usage. Looking for learning/ Older into other things

have access but usage is not frequent.

0

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Enthusiastic &Enlightened

Fulf illed &Family Focused

Hampered HardWorkers

Looking forLearning

Trapped on aTreadmill

Older IntoOther Things

Too Late toLearn

Sceptical butScraping By

Unfulf illed &Unhappy

Disaffected &Discouraged

Use Internet 5+ days per week Less often Do not use

DIUS segmentation 2005

Internet research sources: Which research tool?See websites for methodology:

BMRB - http://www.bmrb.co.uk/?id=344

TGI - http://www.bmrb.co.uk/?id=345

Comscore - http://www.comscore.com/method/method.asp

• There are a number of research tools. Use is based on what data is required. For example the internet monitor gives good overall data. Whereas TGI allows the manipulation of the data and ask specific questions.

• Another critical point is when the research was last updated; the latest source of information is used.

• Each tool is designed to do different things; for example Comscore and Neilsen are predominantly for website information whereas BMRB is for user behaviour.