[cma-l] Ofcom Research: One in five adults to get online in next six months

[CMA-L]

A corrected link to Ofcom's news release has now been issued:

http://www.ofcom.org.uk/media/news/2009/06/nr_20090610

Text below:

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."

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