Building Digital CapabilityHannah Goraya

Sheffield Hallam University, Barnsley MBC@yorkhannah http://bit.ly/disydocs

online: #wddo

Building Digital Capability

Hannah GorayaWhat Does Digital

Offer?30th March 2012

Who am I?

Research Findings

• Employee confidence needed to be developed

• Technology needed to be made relevant to audience and employees

• Intervention points should be mapped• Networks (informal and formal)

connect ideas

Benefits of Digital

Challenges

• Technology• Costs• People• Quantifying• Investing wisely• Balancing conservatism with

innovation

Who uses the internet?

• 80% of 16+ Age differences:- 90% of 16-24s

say they ever use the internet

- compared to 25% of those aged 75+.

How do they use it?

• 72% from home

• 32% go online via their mobile phone.

• In 2010-2011 the use of wireless hotspots almost doubled to 4.9 million users.

Age differences:57% of 16-24s access viaphone compared to 2% ofthose aged 65+

Geographical differences:33% urban participantsgo online via their mobile,compared to 23% in ruralareas.

Go to your audience if they aren’t coming to you

• 27% are “broad users” of the internet (carrying out 11-17 of 17 types of activity).

• 33% of those in ABC1households are broad users cf 13% in DE households.

• 71% of those with home internet access say they buy things online and this does not vary by sub-group BUT other activity e.g. Looking up information on public services is higher in ABC1 (48%) than DE (19%)

Digitally Excluded

• People aged 65 and over• People with disabilities• People with no educational

attainment• People in social classes DE

Cultural audience

• People in early middle age MOST LIKELY to engage in cultural activity BUT the difference between them and those in their 20s is only marginal.

• Activity levels only tail off drastically among those aged 70+ years

• The pattern is different for sports activity – participation peaks among those aged 16-19 years before falling steadily for each successive age group

Crossover

• Broadly, those who use digital are from the same groups that consume culture.

• Those who are digitally excluded are also less likely to consume culture.

• The big target audience for both digital inclusion and culture are people aged 65+

IDEAS

Learning opportunities

National Theatre Live

Alternative theatre engagement

You don’t have to be big to impact

What I just told you, but in summary.

1. Employees/ volunteers understanding is key.2. Identify the desired outcome.3. Select an appropriate technology to achieve

outcome.4. Be realistic – seek advice and don’t

underestimate costs.5. Invest (money and time)6. Review.

Service design/ review •Identify service•Identify audience/s

Connection •Of our intended audience, how many are offline? •How will we help them get online?

Content •What will make it informative and (where possible) interactive?•Who will be needed to test its accessibility?

Confidence •What will make the end user confident in using this service?•Which employees or organisations will promote the service?

Capability •What will ensure those promoting the service are capable?•How will we track customer usage to ensure they are capable?

Co-ordination •Is anyone else providing similar services?•Are there any exisiting resources we can use?

Collaboration •Who should we work with in our organisation?•Who should we work with externally?

Continuity •When will we review progress?•How will we identify and integrate new technologies?

Questions?