Free broadband won’t entice all Britons to go online

Some 43% of adults who currently do not have internet access would remain disconnected even if they were given a free PC and broadband connection.The statistic, part of research conducted by regulator Ofcom will make depressing reading for some.But it is not all bad news. Ofcom’s survey found that one in five adults who don’t have the internet plan to go online in the next six months.
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One in five adults to get online in next six months [news release]

One in five adults who do not have the internet at home are likely to sign up in the next six months, new Ofcom research revealed today.The research comes ahead of the Government’s Digital Britain report to be published before the summer, which will develop the idea of universal broadband in the UK. And it follows the recent Communications Consumer Panel research that revealed that many people already regard it as essential to have broadband at home.The new Ofcom research looks at the reasons why 30 per cent of UK adults do not have the internet at home and the barriers that prevent them from taking it up in the future.Those intending to get the internet in the next six months are more likely to be younger, use the internet already outside of the home, are working and have children. Their main reason for accessing the internet is for information or to find out things (36 per cent) followed by communicating with friends and family (26 per cent), keeping up with technology (25 per cent) and because friends and family recommended it (25 per cent).The research also identifies two main groups of people without the internet who don’t currently intend to access the internet at home:

The self-excluded

Forty two per cent of adults stated that their main reason for not having the internet at home was due to lack of interest or need. The self-excluded tend to be older and retired and 61 per cent have never used a computer. This group shares a sense of indifference, with many struggling to express any reason why they should have the internet at home. Some also felt they were too old or believed that it is for younger people.Over two fifths (43 per cent) of adults who currently do not have access to the internet at home say that they would choose to remain unconnected even if they were given a free PC and broadband connection.

The financially excluded

Thirty per cent of adults stated that their main reason for not accessing the internet at home was that it was too expensive or that they did not have the knowledge or skills to use it. Half of respondents in this group(51 per cent) gave as their main reason expense or costs while just under three in ten (27 per cent) said the cost of a computer or not owning a computer was their main reason for not having an internet connection,. Concern about not being able to afford the monthly payments is a factor among those who cannot afford the internet.The quantitative and qualitative research also looked at ideas to encourage internet take-up, including half-price computers and discounted monthly tariffs. These ideas were more likely to appeal to employed, under 44 year-olds with children. Free training was most important to those aged 65-74 (11 per cent) followed by half priced computer (9 per cent) although the majority (58 per cent) chose not interested or don’t know.

See Related Items for the full research.

Ofcom’s Partner for Strategy and Market Development, Peter Phillips, said “Broadband is becoming increasingly important to peoples’ ability to participate in the economy and society. The research shows some genuine opportunities for policy makers wishing to drive take up of internet services. But it also shows that some creativity will be required if we wish to capture the imaginations of those who have yet to engage with the benefits the internet may bring.”NOTES FOR EDITORS

1. The research was undertaken by Ipsos MORI for Ofcom.
2. The quantitative study involved 1841 face- to-face in-home interviews with respondents aged 16 and over across the UK without internet access at home from February to April 2009.
3. The qualitative study included 24 face-to-face in depth interviews and 12 mini-group discussions with people living in households without internet access.

Advice for consumers on getting the internet can be found at: http://ofcom.org.uk/consumeradvice/internet/service/.This Ofcom news release was sourced from:
ofcom.org.uk/media/news/2009/06/nr_20090610