Age UK, Anne Sturzaker

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Digital Inclusion Framework ResearchPrepared by Prescient, September 2012

Older people:

1. On high, medium and low incomes, across the age spectrum

2. Using kindles and DTV, but not able to use any online services

3. Who display no interest in digital and online technology4. Existing and potential users of Age UK services5. Housebound6. Isolated in rural and urban communities7. In community housing environments8. With disabilities, including dementia

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Our Typologies of Learnerse.g. Freda. “I want to be able to shop at M&S even though my husband is housebound”Can see the benefits… just need the tools and the confidenceMore likely to be: male, under 80 years old, ABC1, no grandchildren

Self Motivated:62% have self motivated tendencies

Coerced by others:

51% show co-erced by society

tendencies

e.g. Betty. “My children have set me up with a computer and Skype”; Brian “I’m a member of a local opera group. Now they send all their information out by email”Willing to try and see the benefits…also need both tools and confidence, and reassurance that they are not sacrificing something (life) by turning to a screenMore likely to be: 55-69, ABC1, have children e.g. John. “Everywhere you look it’s ‘www.this or www.that’”Need more persuading about the benefits…and a route in that feels as though this is on their termsMore likely to be: over 80 years old, C2DE, be single/ separated / widowed or divorced, lack confidence with computers, income less than £8k pa

Enforced by society:44% show enforced by society tendencies

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Overview of Qualitative Groups and Depths

Flagship area Non flagship area

Groups South Tyneside26/6

Coventry

3/7

Cheltenham

2/7

Stockport

19/6

Hertfordshire

26/6

Chichester

28/6

Self motivated to learn about computersABC155-69

Self motivated to learn about computersC2DE70-80

Coerced into learningABC170-80

Self motivated to learn about computersC2DE55-69

Self motivated to learn about computersABC170-80

Coerced into learningABC155-69

Coerced into learningC2DE55-69

Feel enforced into learningABC155-69

Feel enforced into learningC2DE70-80

Feel enforced into learningABC170-80

Coerced into learning70-80C2DE

Feel enforced into learningC2DE55-69

Depths 1 x housebound depthEnforced

1 x paired depth (carer and person with dementia)Coerced

1 x housebound depthSelf motivated

1 x paired depth (carer and person with dementia)Coerced

1 x housebound depthEnforced

1 x housebound depthSelf motivated

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OmnibusThe Omnibus was hosted by TNS and conducted in September 2012, among the following audience

47%53%

Gender

MenWomen

81+ years

70-80 years

55-69 years

0% 20% 40% 60% 80%

12%

30%

58%

Age

C2DE

ABC1

0% 10% 20% 30% 40% 50% 60%

56%

44%

SEG

Weighted Base: 593

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Experience of Training to Date

The majority of 55+ year olds (67%) have not undertaken any training with computers or the Internet to date.

Propensity to take up training is higher among:

- Younger age group (55-69 years)- ABC1s- Married / living as married- Those without grandchildren- Those who are confident with computers and the Internet

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Likelihood to Access Training in Next Five Years

All adults, 55+Weighted Base: 593

6%

11%

9%

72%

2%

Very likely (1)Quite likely (2)Quite unlikely (3)Very unlikely (4)Don't know

Men slightly more likely than women to say they are very likely to access training (9% vs. 4%). Those over 70 years significantly more likely to declare themselves very unlikely to access training (80% of 70 – 80 year olds, 85% of 80+ year olds vs. 65% of 55-70 year olds)

Mean = 1.5 (most assert they are unlikely to access training)

Question: How likely are you to access (further) training into computers or the Internet for yourself in the next five years?

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Motivations To Access Training In The Future

Necessity (housebound)

Pushed into it by media

Want to benefit from deals online

To get out / meet new people

Friends / relatives will probably encourage me to go

Don't want to het left behind

Specific things I want to learn

Want to keep up; things change all the time

Part of work / business

There is more I want to learn

0% 10% 20% 30% 40%

2%

2%

5%

7%

12%

14%

17%

25%

25%

31% Base: 100, all those who say they are likely to access training in the future

Question: Why are you likely to access training for yourself in the next five years?

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Barriers To Access Training In The FutureWhy are you unlikely to access training for yourself in the next five years

Health / disability reasons

Don't want to feel like I'm going back to school

No need (no details given as to why)

No money / too expensive

Don't know

Too old / age

Family / friends help me when I need it

No time / too busy

No need - don't see what benefits computers and the Internet bring

No need - can already use computers and Internet confidently

No interest in computers or the Internet

0% 10% 20% 30% 40% 50%

2%

2%

2%

3%

3%

3%

4%

8%

10%

23%

44%

Base: 493, all those who say they are unlikely to access training in the future

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Friendly and fun

Friendly, Flexible

•Warm, welcoming•Non judgemental•Tutors have learners’ goals in mind•Underpinned by positive human relationships• Pairing learners up / buddying system•An enjoyable experience for all

•Well structured but never rigid;•Meet individual needs in a way that is appropriate to them (e.g. bus times, may miss session due to illness•Different environments

Flexible

“It has got to be enjoyable to do”

“I might not be able to go every week if I

have a hospital appointment”

Coerced

10

Accessible

Accessible

•Delivery across wide range of touch points•Centres•Libraries•community schools•Hospitals•sheltered housing•residential homes

•Free parking; on bus route; easy to find•Space to enable learners to hear/no background noise •Keep it simple – avoid/explain jargon•Supporting learning with good quality, written hand outs for learners to take away and reference

“I would need to have something (a leaflet) that takes me through what it is all about. My son will show me

things on the computer but he

does it so quickly I can’t remember

what to do. Then he gets cross if I

ask for help again” Coerced

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Exclusion

Use it, or lose out

• Golf club competition entry invalid – not online

• Higher insurance premiums;

• Higher utility bills because no to online/direct debit

• Person excluded from singing group news online

• Missed TV programmes (no idea how to watch on iplayer)

• Limited budget airline choices

Research revealed examples of exclusion which impacts upon those in later life:

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Identifying Desired Outcomes

The top five activities that non computer users would like to be able to do are:

- To use a computer

- To send emails, with and without attachments

- Source general information

- Make purchases

- Book tickets

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Activities Undertaken (1)Questions: Which of the following activities have you ever done, with or without help?And which have you done in the last month?

All those who have access to a computerWeighted Base: 373

Digital photography

Created a document

Booked tickets (travel)

Made purchases

Sent / received emails with attachments

Used a computer

Sourced general information

Sent / received emails without attachments

0% 20%40%60%80%

41%

47%

48%

51%

58%

60%

62%

68%

28%

32%

25%

30%

45%

50%

42%

53%

Done in last monthEver done

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Activities Undertaken (2)

All those who have access to a computerWeighted Base: 373

Used social network site

Used skype

Buying / selling on ebay

Looked up benefit / council information

Paid utility bills

Watched TV / film

Sourced health information

Online banking

0% 20% 40%

25%

25%

29%

28%

30%

32%

32%

38%

18%

13%

15%

7%

18%

20%

14%

31%


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Activities Undertaken (3)

All those who have access to a computerWeighted Base: 373 Gambled online

Used online dating site

Used a chat room

Written a blog

Contacted MP / Councillor

Made a comment online

Played games online

Bought groceries

Signed a petition

Made a complaint

Read ebook

Learned something

0% 10% 20% 30%

3%

2%

5%

3%

11%

11%

19%

20%

22%

19%

20%

23%

0%

0%

2%

1%

2%

4%

11%

10%

6%

6%

13%

10%


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Activities Never Undertaken (1)

All those who have never undertaken these activities. Variable bases

Digital photography

Create a document

Book tickets

Make purchases

Send / receive emails with attachments

Use a computer

Source general information

Send / receive emails without attachments (base = 121)

59%

53%

52%

49%

42%

40%

38%

32%

13%

14%

13%

13%

26%

42%

20%

26%

16%

13%

21%

21%

15%

8%

20%

16%

Not now, but maybe in future

Would like to

Never done

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Online banking

Source health information

Watch TV / film

Pay utility bills

Look up benefit / council information

Buy / sell on ebay

Use skype

Use social network site

0% 50% 100%

62%

68%

58%

70%

72%

71%

75%

75%

8%

11%

13%

8%

21%

8%

9%

7%

15%

22%

15%

14%

12%

21%

21%

21%

Not now, but maybe in future

Would like to

Never done


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Gamble onlineUse online dating site

Use a chat roomWrite a blog

Contact MP / CouncillorMake a comment online

Play games onlineBuy groceriesSign a petition

Make a complaintRead ebook

Learn something (base = 287)

0% 40%

80%

120%

97%

98%

95%

97%

89%

89%

81%

80%

78%

81%

80%

77%

1%

1%

7%

3%

11%

16%

4%

6%

5%

7%

7%

19%

Not now but maybe in the futureWould like toNever done


Age UK, Anne Sturzaker

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