Date post: | 22-Jan-2018 |
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Segmenting non and limited internet users
There are an estimated
15.2 million people in the UK who are either non-users or limited users of the internet, based on academic analysis of the 2015 Ofcom Media
Literacy Survey
Introduction
These people are missing out on the benefits of using the internet, including
keeping in touch with friends and family, finding work, saving money and much
more.
• Non-users are those who do not have access to the internet at home or elsewhere
• And those who do not use the internet, even if they have access
• There are 7.8 million non-users in the UK
Who are non users of the internet?
Limited users are those who do very little with the internet, and who do it infrequently. These people are
in the lowest 20% of internet use. There are
7.4 million limited users of the internet in the UK
Who are limited users?
• The analysis, conducted by Good Things Foundation alongside Professor Simeon Yates and supported by BT, is brand new, and provides new insight into the demographics of non and limited users of the internet.
• This report builds on a separate statistical 'cluster analysis' of the Ofcom data by Professor Yates and uses a new 'Limited User' definition to segment the latest data in a new way, from raw data sets. As such, this is fresh insight into the data
About the analysis
Segmenting non users
Michael
Margaret
Non users and age
Non users and disadvantage
Non users and health
Non users and employment status
Non users – Income and social class
An estimated 3.5 million people
Non users and education
An estimated 6.1 million people
Regional Variations
There are estimated non-user populations of approximately 1 million people in each of the West Midlands, North West and Yorkshire and Humber regions. Despite London having a lower non-user population in proportional terms, there is still a significant non-user population in real terms of an estimated 860,000 people.
There are a number of reasons people aren’t online, including1:
• Motivation: 50% of people say they have no need for digital
• Skills: 18% are not online at home because of a lack of
online skills
• Access: 15% say cost is why they’re not online at home
1. Data taken from the Ofcom Communications Market Report 2016
Why aren’t people online?
“For people to thrive in today’s increasingly digital world, using the internet on a regular basis and using the breadth of what’s
on offer is vital.. If people aren’t using the internet weekly, they’re likely to be excluded in a range of ways - including having less money available, fewer opportunities to find work, and less
access to information that might make their lives better”
Helen Milner, Chief Executive, Good Things Foundation
Non users and disadvantage
“At BT, we already have a number of products and services like our Basic Broadband and online content that supports the
disadvantaged, and with the insight in this report we can ensure not only our current offerings support all segments, but it will
enable us to develop future product and services too.”
Ian Caveney, BT
Supporting the Disadvantaged
Segmenting limited users
Katie
Limited users and age
Limited users and health
An estimated 6.1 million people
Limited users and employment status
Limited users – Income and social class
An estimated 1.9 million people
Limited users and education
Regional Variations
There are regional hotspots for limited users in the West Midlands and Yorkshire and Humber regions.
Thank you!