"Broadband and access" is a presentation from Darren Sidnick in March 2008. It outlines online stats, plus focuses on how online "hard to reach groups" are (eg. ethnic minorities, those without qualifications, those not in work, older learners), plus outlines Ufi learndirect's learner segmentation approach

1. Broadband access and learning: segmenting the population Darren Sidnick, Head of Innovation & Research, March 2008 www.darrensidnick.blogspot.com

3. ‘Harder’ to reach summary Ethnic minorities are more enthusiastic about technology than the adult population (Ofcom 07) C2DEs are the fastest growing demographic online (but behind AB/C1s). (BMRB) 38% individuals with no qualifications use the internet (1.1 million) (TGI) 68.5% C2DEs buy online (72.5% ABC1s); (TGI) 58% C2DEs online DIUS segmentation: 5 out of 10 segments 70%+ online. Stats fall for hardest to reach (see slide)

4. 31M internet users Source: BMRB’s Internet Monitor 64% used the Internet over past 12 months

5. Number of E-Shoppers/ E-bankers Source: BMRB’s Internet Monitor

7. How people spend their time online Sources: BMRB Internet Monitor

9. 25+ use of social media

11. Large increase in learndirect Advice Web Visits End of 2003: c 20,000 visits a month End of 2007: c. 140,000 visits a month

12. Broadband & ‘Harder to reach’ segments

18. UK Socio-Economic Profile Source: BMRB’s Internet Monitor

19. What percentage of users are C2DEs? Source: BMRB’s Internet Monitor C2DEs are the fastest growing demographic online

20. DIUS Audience segments –Internet access and knowledge of learndirect

21. DIUS National Adult Learner Segmentation Often older & retired. Other interests. Low Just below average 11% Older Into Other Things Financial barriers to learning but want to change their life High Just below average 6% Trapped on a Treadmill Don’t know where to look for training Average Just above average 5% Looking for Learning Busy with work Average Well above average 7% Hampered hard workers Family commitments/ happy with life Very low Just above average 15% Fulfilled & Family Focused Very positive about learning Very low Well above average 29% Enthusiastic & Enlightened Well below average Well below average Just below average Just below average Attitudes to learning Basic skills barriers, negative about learning. Very high 3% Disaffected & Discouraged Negative towards learning. Very low 6% Sceptical but Scraping By Low qualified, low confidence. High 9% Unfulfilled & Unhappy Few barriers. Low qualification levels. Very low 11% Too Late to Learn Characteristics Barriers to learning % Total audience Segment

22. Five out of ten segments achieve >70% Internet penetration (note: based on 2005 data) DIUS segmentation 2005

23. Major differences between Internet access (previous slide) and usage. Looking for learning/ Older into other things have access but usage is not frequent. DIUS segmentation 2005