Section Divider: Heading intro here.

Innovating into InclusionLSE 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

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

Total Adults non-users 2009

Over 65 & C2DE = 36% 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%

Skills & Confidence:20%

Motivation:34%

“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)

It’s about PEOPLE and what they DO online and they BENEFIT by being online

10m PEOPLE offline

4m PEOPLE who are both socially and digitally excluded

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

hmilner@ufi.com

@helenmilner

www.ukonlinecentres.com

www.slideshare.net/helenmilner