Internet still not reaching all people - lessons for communicators

The communication practitioner needs to understand the various elements of strategic planning - often looking for insight into different publics, messages, and channels of communication. Once in a while you need to take stock of your understanding, and last week I took a look at the latest research on access to the internet.

I was working with a client that was discussing plans for government information to be supplied to their members through a website. Obviously I am a fan of the magical interwebs, but I wanted to check my perception against reality. It prompted me to have a think about the positives and the negatives in this particular modernisation of information communication.

On the face of it, this would seem to be a way of providing information in a cost-effective manner, and of course information that could be quickly updated. But there were concerns about levels of access.

There was a general feeling that this would be a problem in terms of access, but for those sitting around the table the internet is a normal part of their working and home life. I am sure that it is the same for those suggesting that this information be moved online.

It gave me pause for thought. I was aware of surveys suggesting additional growth in the numbers of households with internet access but I wanted to check the up-to-date position. And by happy coincidence, sitting on my desk was a copy of Ofcom's report on media literacy.

The report did confirm that the number of UK households with internet access in 2009 had increased to 71%, up from 62% in 2007 and 55% in 2006. However the other side of that figure is that 29% of the public do not have internet at home.

There are another 5% who have access to the internet at home but say they do not use it.

A more direct question about internet usage had 27% saying they never use the internet.

So that means we could have one-third of the adult population not reached in the home by the internet. And just over a quarter seem to be totally disengaged from the internet.

Of course that is a top-line figure. When we consider the types of audience that we want to reach we see that the internet is even less appropriate for older people and those in lower social-economic groups.

Myth of the silver surfer - I have heard a lot of talk about the 'silver surfer', but age is still a major factor in whether you have internet access. Those aged 55-64 are at 60%, compared with 71% of the general public. Whilst it drops even further to just 33% of those over 65 have access to the internet in their home. Yes that is an increase on previous years, but we are still talking about age being a factor in access.

And social class is another strong consideration. About 48% of those in social economic group DE have access at home compared to that figure of 71%.

Of course internet fans will point to the ability to access outside of the home. It is of course possible to access at community facilities or in internet cafes. But, in communication terms, that is a very different experience to surfing in your home. There are issues of privacy, pressure on time, it is just not very relaxing a past-time. The research suggest that use the internet outside of the home stays pretty steady at about 5%. That is people who only use the internet outside of the home.

Will that change? The Ofcom report suggests, that among the group without access to the internet at home, about 70% say they do not intend to get the internet at home over the next year.

So we may see some more people move on to the web, but not everyone is going online. Lack of interest in the internet is the most popular reason for not getting access (72%), whilst cost and non-ownership of a PC are also strong factors.

What did I learn?

- Access to the internet in the home is steadily increasing, but we are not yet in a position where we can say that it is universally popular. 

- Older people and those in lower social groups are even less likely to have internet access in the home. 

- A small proportion of people will access the internet outside of the home, but not a significant number.

- Access should increase, but there are barriers (like a lack of interest).