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UK Internet Refuseniks Not Even Persuaded by FREE Broadband

Posted: 10th Jun, 2009 By: MarkJ
Ofcoms latest 'Accessing the Internet at Home' research, which was conducted by Ipsos Mori, has revealed that three quarters of all UK homes (70% of adults) will be online by the end of the year. However 17 million Brits (30% of the adult population) remain offline and 43% of those wouldn't even be persuaded if they were offered a free broadband service and computer.

The research also highlights the reasons why some people are yet to go online, as well as ideas to boost internet take-up across the UK. Ofcom found that there are two main groups of people who don't have the Internet at home and don't currently intend to get it - the self excluded and the financially excluded:

We have identified three main groups from the research:

* Those intending to get the internet in the next six months: Two in ten people currently without the internet said they were likely to get connected in the next six months. They are more likely to be younger, regular internet users outside of the home who are working and have children.

* The self-excluded: 42% state lack of interest or need as their main reason for not wanting to take up the internet. The self-excluded tend to be older and retired and 61% have never used a computer. This group shares a sense of indifference, with many struggling to come up with any reasons why they should have the internet at home.

* The financially/resource excluded: 30% of people stated that the Internet was too expensive or that they didn’t have the knowledge or skills to use it. Three in ten respondents in this group said the cost of a computer was the main reason for not having an internet connection, while 37% said it is too expensive.

Happily 5% say they intend to get online in the next 6 months. Younger people aged 16-24 are more likely than the UK adult population as a whole to have the internet at home (78%) or say they intend to get it (9%). In contrast, 75 year olds are less likely to have the internet (20%) or intend to get it (4%) and are more likely to provide self-exclusion reasons related to need/interest for not having it (50%).

The study identified a group of core resistors (23% of the total sample) who did not intend to get the Internet, did not use it, were not willing to pay for it, were not interested in any ideas and did not have proxy access to the Internet via other people. This group equates to about 7% of the adult population.
Download the Full Report (.PDF):
http://www.ofcom.org.uk/research/telecoms/reports/bbresearch/bbathome.pdf
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