Digital Britain report puts people up the digital to-do list, and makes digital inclusion, digital take-up and digital skills central to government plans for the UK of the future.
Internet support network UK online centres called for more emphasis on people and less on pipes when the interim report was launched in January. Today they welcomed the final report for bringing together economic and social digital agendas, building the case for informal digital skills, and for the appointment of Martha Lane Fox as a Champion for the digitally excluded.
Managing Director Helen Milner said: “People are the real heart of this report, and it’s their use of technology which will drive Britain out of recession. Having one in four people excluded from the digital world will hold us back, while engaging and supporting them will propel us forwards. I’m delighted to see Carter amplify that view in the final Digital Britain report, to see Estelle Morris’ recommendations for new action on digital skills provision, and to see Martha appointed to ensure emerging policies work for real people.
“Digital inclusion has come a long way in a very short space of time. Two years ago it wasn’t on the political radar; today it was recognised as a key factor in achieving social equality and economic success. There is still a long way to go, however, in terms of both activity and attitude. The second of three big Digital Britain themes, digital participation has attracted just a fraction of the overall budget, and its leadership remains fragmented across departments and organisations. Recognition must be matched by co-ordination and resource as Digital Britain is implemented over the coming weeks and months.
“I’ll be looking to Carter and co to ensure digital participation continues to receive the same attention as digital infrastructures and digital content, and to raise awareness of the agenda within government, industry and beyond. Our research shows less than half of MPs think digital inclusion is a key factor in helping the country recover from recession. A significant proportion also question whether digital inclusion has a role to play in social inclusion, with 40% reporting they didn’t see it has having a role to play in bridging class divides*. Digital inclusion remains a cross-cutting cross-government issue, and there is obviously still a significant job to be done to gain practical support for it.
“From my point of view the evidence is clear, and it’s the link between social and digital exclusion which remains most concerning and most urgent. Those already at a disadvantage are up to seven times more likely to be digitally excluded. At UK online centres we’ve found internet users’ confidence in their ability to find work outstrips non-users by 25%, and that they’re more likely to rate their general confidence and quality of life higher. They also find it easier to plan travel and organise social gatherings, and feel much better informed about current affairs**. Having the access, motivation and skills to take advantage of technology can quite clearly improve lives, skills, job prospects and work performance, access to information and more general social capital.
“I’m looking forward to having Martha Lane Fox on board to help create leadership for digital inclusion, to champion the digitally excluded, keep real people at the top of the digital agenda, and to help galvanise real action on the ground. It’s here that I hope UK online centres can come in, and it’s great to see both the network itself and the myguide service we develop and deliver mentioned as part of the machinery to support people to use technology.”
Helen Milner was a member of the Ofcom strategy group set up to advise Carter on media literacy, and she is also a member of the ten-strong Digital Inclusion Taskforce – representing industry, the third sector, broadcasting and grass roots delivery – which will help Martha raise awareness of digital inclusion and drive digital take-up. The network of UK online centres across England are based in deprived communities, and target those who are both socially and digitally excluded. The organisation sees community support and local action as the key to digital inclusion success.
Helen continued: “Digital inclusion is a combination of motivation, access and skills, and it’s the first that’s hardest to achieve. Around 55% of the estimated 15 million people left offline have specific barriers to using technology, and feel they don’t have the time, knowledge or resources to take part. The remaining 45% simply don’t see the relevance of technology to their lives, and are a much tougher audience to reach. It’s the first group who would make the ideal target for the ‘social marketing’ campaign in Morris’ Digital Life Skills review. Our experience of marketing digital to the digitally excluded shows this doesn’t need to be an expensive TV advertising campaign to be effective - harnessing local intermediaries and making use of community connections is vital in driving responses and stimulating footfall.
“This is a new and exciting time for digital inclusion, and I’m looking forward to working with the Digital Britain team, Estelle Morris, Martha Lane Fox, Ofcom, Channel 4, the BBC and other partners to make sure technology is truly opened up for all.”
