Following the launch of our report - The real digital divide? - see Helen Milner's slideshow from the Digital Leaders National Digital Conference 2017.

1. Segmenting non and limited
internet users

2. There are an estimated
15.2 millionpeople in the UK who are either non-users or limited users of the
internet, based on academic analysis of the 2015 Ofcom Media
Literacy Survey
Introduction

3. These people are missing out on the
benefits of using the internet, including
keeping in touch with friends and family,
finding work, saving money and much
more.

4. • Non-users are those who do not have access
to the internet at home or elsewhere
• And those who do not use the internet, even if
they have access
•There are 7.8 million non-users in the UK
Who are non users of the internet?

5. Limited users are those who do very little with the
internet, and who do it infrequently. These people are
in the lowest 20% of internet use. There are
7.4 million
limited users of the internet in the UK
Who are limited users?

6. • The analysis, conducted by Good Things Foundation alongside
Professor Simeon Yates and supported by BT, is brand new,
and provides new insight into the demographics of non and
limited users of the internet.
• This report builds on a separate statistical 'cluster analysis' of
the Ofcom data by Professor Yates and uses a new 'Limited
User' definition to segment the latest data in a new way, from
raw data sets. As such, this is fresh insight into the data
About the analysis

7. Segmenting non users

8. Michael

9. Margaret

10. Non users and age

11. Non users and disadvantage

12. Non users and health

13. Non users and employment status

14. Non users – Income and social class
An estimated 3.5 million
people

15. Non users and education
An estimated 6.1 million
people

16. Regional Variations
There are estimated non-user populations of approximately 1
million people in each of the West Midlands, North West and
Yorkshire and Humber regions. Despite London having a lower
non-user population in proportional terms, there is still a
significant non-user population in real terms of an estimated
860,000 people.

18. There are a number of reasons people aren’t online, including1
:
• Motivation: 50% of people say they have no need for digital
• Skills: 18% are not online at home because of a lack of
online skills
• Access: 15% say cost is why they’re not online at home
1. Data taken from the Ofcom Communications Market Report 2016
Why aren’t people online?

19. “For people to thrive in today’s increasingly digital world, using
the internet on a regular basis and using the breadth of what’s
on offer is vital.. If people aren’t using the internet weekly,
they’re likely to be excluded in a range of ways - including having
less money available, fewer opportunities to find work, and less
access to information that might make their lives better”
Helen Milner, Chief Executive, Good Things Foundation
Non users and disadvantage

20. “At BT, we already have a number of products and services like
our Basic Broadband and online content that supports the
disadvantaged, and with the insight in this report we can ensure
not only our current offerings support all segments, but it will
enable us to develop future product and services too.”
Ian Caveney, BT
Supporting the Disadvantaged

21. Segmenting limited users

22. Katie

23. Limited users and age

24. Limited users and health
An estimated 6.1 million
people

25. Limited users and employment status

26. Limited users – Income and social class
An estimated 1.9 million
people

27. Limited users and education

28. Regional Variations
There are
regional
hotspots for
limited users in
the West
Midlands and
Yorkshire and
Humber
regions.

29. Thank you!