basic digital skills, uk report 2015 prepared for go on uk in association with lloyds banking group....

Basic Digital Skills, UK Report 2015 prepared for Go ON UK in association with Lloyds Banking Group.

Basic Digital SkillsUK Report 2015

Report prepared by Ipsos MORI for Go ON UK, in association with Lloyds Banking Group

Report prepared by Ipsos MORI for Go ON UK, in association with Lloyds Banking Group.


2

This report looks at the level of digital capability across the UK and uses different demographic and technology ownership groups to highlight any differences.

Go ON UK commissioned Ipsos MORI to conduct a study looking into who has these Basic Digital Skills and therefore the overall level of digital capability in the UK.

Introduction

Managing information

Communicating

Transacting

Problem solving

Creating

BackgroundAs the trend for products and services moving online continues, the world becomes more and more digitally dependent. To take advantage of the Internet, or even undertake the simplest tasks, requires Basic Digital Skills.

From previous research Go ON UK have identified five Basic Digital Skill areas:

This report


3

Methodology

Ipsos Connect’s quarterly Tech Tracker uses Ipsos CAPIBUS to get a truly nationally representative view of device ownership and usage in Great Britain amongst adults aged 15+.

The CAPIBUS uses face-to-face interviewing to ensure no online bias, and is uniquely sampled based on Output Areas to ensure a robust sample.

For this study, the Tech Tracker was boosted to 4,000 interviews and interviewing was also conducted in Northern Ireland to ensure UK-wide figures.

Two digital skill questions, containing eleven digital tasks, were added to the Tech Tracker:

1. What tasks could you do if asked?

2. Which tasks have you done in the last three months?

The answers to these questions were combined to identify a respondent’s digital skills; those who said they could do all five skills were classified as having Basic Digital Skills.

Where comparisons between sub-groups have been made, the results have been statistically tested at a 95% confidence interval and any significant differences are highlighted by a directional arrow.

Approach

http://www.ons.gov.uk/ons/guide-method/geography/beginner-s-guide/census/output-area--oas-/index.html


4

Methodology

Go ON UK revised their skills definition for digital capability in January 2015. Go ON UK moved from the previous categories of Basic Online Skills to a new definition of Basic Digital Skills. This updated definition introduced a new ‘problem solving’ category, and refreshed many of the tasks required for the other basic skills. Go ON UK believe this new definition is future-proofed and flexible for an ever-changing digital world.

However Go ON UK also acknowledge the need for consistency in tracking impact, and understand that many Go ON UK partners have invested in the previous measure. Go ON UK therefore designed the question set for this survey to be backwards-compatible with the previous measure. Where relevant, the report shows data for both Basic Online Skills and Basic Digital Skills in this report.

Go ON UK’s primary measure is Basic Digital Skills, and this represents the majority of the data shown throughout. When referencing both levels of Basic Digital Skills and Basic Online Skills, the report refers to this as “digital capability”.

Classification Background


5

MethodologyClassification

Complete online applications forms which include personal details

Create something new from existing online images, music or video

Use a search engine to look for information online

Find a website I have visited before

Download / save a photo I found online

Send a personal message via email or online messaging service

Carefully make comments and share information online

Buy items or services from a website

Buy and install apps on a device

Solve a problem with a device / digital service using online help

Verify sources of information I found online

Managing information

Communicating

Transacting

Problem solving

Creating

Digital Tasks Digital Skills

Having four of the five skills

=

Basic ONLINE Skill level

Having all five skills

=

Basic DIGITAL Skill level


6

Overview


7

Key Findings

77% of the UK adult population have Basic Digital Skills with 81% having the Basic Online Skills level.

This leaves 23%, or an estimated 12.6 million adults in the UK who don’t have the required level of Basic Digital Skills.

Nearly nine in ten of all adults are capable of ‘managing information’ and ‘communicating’ online.

However there is variation across differing demographic and social groupings:

– The digital skills level starts to decline amongst the 45+ demographics culminating in the 65+ groups having a Basic Digital Skills level of 43%. This group have the lowest digital device ownership, the bulk of this age group are retired, suggesting they lack the opportunity/ desire to acquire the skills.

– The Basic Digital Skills level amongst ABC1s is higher than the national average at 87%, but is significantly lower amongst the C2DE social grades (65%).

Greater London (84%), Scotland (81%), the South East and South West (both 81%) register the highest Basic Digital Skills levels, but Wales – where internet access is lowest – displays the lowest levels (62%).


8

Digital Capability

77% of the UK population are able to perform all 5 digital skills and thus are considered to be digitally capable and have Basic Digital Skills. This equates to over 40 million people.

Overview

Base: All UK respondents (4,167) Source: Basic Digital Skills Tech Tracker 2015

0

1

2

3

4

10%

2%

3%

4%

81%

Number of Online Skills per

respondent

Number of Digital Skills

per respondent0

1

2

3

4

5

10%

2%

2%

3%

7%

77%

23% - 12,600,000 adults

- 40,550,000 adults


9

89%

87%

85%

84%

80%

87%

86%

84%

83%

75%

87%

78%

73%

57%

72%

78%

Basic Digital Skills

Looking at the individual tasks for each skill, capability to create content, use online help and install apps is lower than the other tasks.

Overview

Source: Basic Digital Skills Tech Tracker 2015


CREATING


Use a search engine to look for information onlineMANAGING INFORMATION

Find a website I have visited beforeDownload / save a photo I found online


COMMUNICATING


Buy items or services from a websiteTRANSACTING



PROBLEM SOLVINGVerify sources of information I found online

Base: All UK respondents (4,167)


10


Half of all UK adults have ‘created’ something online in the last 3 months.

Done in last 3 months

Base: All UK respondents (4,167) Source: Basic Digital Skills Tech Tracker 2015

Managing Information

Communicating

Transacting

Creating

Problem Solving

78%

72%

67%

50%

50%

89%

87%

85%

84%

80%

Done in last 3 monthsCould do if asked, but not done in last 3 months


11

Demographics


12

Digital Capability

The level of digital capability significantly drops amongst those aged 45+.

By age group

15-24

25-34

35-44

45-54

55-64

65+

93%

92%

89%

82%

72%

43%

15-24

25-34

35-44

45-54

55-64

65+

1%

1%

2%

5%

13%

32%


0 Digital Skills

Base: UK respondents aged 15-24 (615), 25-34 (661), 35-44 (600), 45-54 (622), 55-64 (651)65+ (1,018) Source: Basic Digital Skills Tech Tracker 2015Significant difference at 95% vs. younger age groups

15-24

25-34

35-44

45-54

55-64

65+

94%

95%

93%

87%

77%

50%

Basic Online Skills

Age group

Age group

Age group


13

The 65+ age group show a lower level of ability across all skills – particularly problem solving.

Basic Digital SkillsBy age group

Base: UK respondents aged 15-24 (615), 25-34 (661), 35-44 (600), 45-54 (651), 65+ (1018) Source: Basic Digital Skills Tech Tracker 2015


Communicating Transacting Problem Solving

Creating

15-24

65+

25-34

35-44

45-54

55-64

99%

98%

97%

93%

86%

66%

99%

97%

97%

91%

84%

63%

98%

97%

95%

89%

81%

57%

96%

96%

95%

90%

80%

54%

96%

94%

90%

85%

75%

48%

Significant difference at 95% vs. younger age groups (15-44s)

Age group


14

In particular the 65+ age group struggle with creating something new and installing apps.

66%

63%

57%

54%

48%

64%

63%

56%

54%

42%

63%

43%

32%

22%

39%

47%

Basic Digital SkillsAmongst 65+

Base: UK respondents aged 65+ (1,018) Source: Basic Digital Skills Tech Tracker 2015


CREATING


Use a search engine to look for information onlineMANAGING INFORMATION

Find a website I have visited beforeDownload / save a photo I found online


COMMUNICATING


Buy items or services from a websiteTRANSACTING



PROBLEM SOLVINGVerify sources of information I found online


15

91% 87%

Males are significantly more likely than females to be competent in each digital skill.

Basic Digital SkillsBy gender

Base: UK respondents – Male (2,118), Female (2,049) Source: Basic Digital Skills Tech Tracker 2015


Communicating

Transacting

Problem Solving

Creating

80% 74%

89% 85%

87% 83%

86% 81%

83% 76%

Significant difference at 95% vs. females



16

ABC1s have a significantly higher level of Basic Digital Skills than C2DEs.

95% 81%

Basic Digital SkillsBy social grade

Base: UK respondents – ABC1 (2,114), C2DE (2,053) Source: Basic Digital Skills Tech Tracker 2015


Communicating

Transacting

Problem Solving

Creating

95% 78%

93% 76%

92% 74%

89% 69%

Significant difference at 95% vs. C2DE


ABC1 C2DE

AB

C1

C2

DE

90%

84%

74%

57%

87%

65%


17

70% of C2DEs have a Basic Online Skill level and 65% have a Basic Digital Skills level.

Digital CapabilityBy social grade

Source: Basic Digital Skills Tech Tracker 2015Significant difference at 95% vs. C2DEs

Basic Online Skills


AB

C1

C2

DE

93%

88%

79%

62%

91%

70%

AB

C1

C2

DE

90%

84%

74%

57%

87%

65%

Base: UK respondents – ABC1 (2,114), C2DE (2,053)


18

The age / social grade trends shown in slides 12 and 16 are also reflected in the levels of Basic Digital Skills across employment status; retired individuals have the lowest levels and students demonstrate the highest whilst nearly 30% of the unemployed are not digitally skilled.

Basic Digital SkillsBy work status

Base: UK respondents – Employed (2,051), Student/ at school (281), Retired (1,141), Unemployed (438), Homemaker (253) Source: Basic Digital Skills Tech Tracker 2015

Employed (full-time/part-time)

Unemployed

Homemaker

Student/ at school

Retired

89%

72%

78%

93%

47%


19

Up to £9,499

£9,500-£13,499

£13,500-£17,499

£17,500-£24,999

£25,000-£29,999

£30,000-£39,999

£40,000-£49,999

£50,000-£74,999

£75,000+

69%75%

82% 86% 88% 90% 91% 93% 96%


As personal income increases, so do levels of Basic Digital Skills.

By personal income band

Base: UK respondents – Up to £9,499 (802), £9,500-£13,499 (447), £13,500-£17,499 (328), £17,500-£24,999 (305), £25,000-£29,999 (228), £30,000-£39,999 (232), £40,000-£49,999 (110), £50,000-£74,999 (101), £75,000+ (109) Source: Basic Digital Skills Tech Tracker 2015


20


The highest levels of Basic Digital Skills are found in Greater London (84%), Scotland (81%), East Anglia and South East (both 81%). People living in Wales register the lowest levels of Basic Digital Skills (62%).

By region

Base: UK respondents living in region - Scotland (427), Wales (227), Northern Ireland (121), North (185), NW (496), Yorks & Humber (439), West Midlands (346), East Midlands (338), East Anglia (48), SW (316), SE (647), Greater London (577) Source: Basic Digital Skills Tech Tracker 2015

60-70%

71-75%

76-80%

81-85%

81%

65%

62%84%

81%

81%

77%

77%

77%77%

63%

75%


21

Digital Capability

The basic online skill level drops below 7 in 10 in Wales and the West Midlands with the Basic Digital Skill level only just above 6 in 10.

By region


60-64%

65-75%

76-80%

81-85%

86-90%

Basic Online Skills Basic Digital Skills

81%

65%

62%84%

81%

81%

77%

77%

77%

77%

63%75%

84%

75%

69%87%

84%

85%

82%

82%

82%

81%

68%80%

60-64%

65-75%

76-80%

81-85%

86-90%


22

Adults without Basic Digital Skills

The percentage of adults without Basic Digital Skills is highest in Wales (38%), West Midlands (37%) and Northern Ireland (35%).

By region


30-40%

29-25%

24-20%

19-15%

19%

35%

38%16%

19%

19%

23%

23%

23%23%

37%

25%


23

Adults without Digital CapabilityBy region


30-40%

29-25%

24-20%

19-15%

30-40%

29-25%

24-20%

19-15%


19%

35%

38%16%

19%

19%

23%

23%

23%

23%

37%25%

16%

25%

31%13%

16%

15%

18%

18%

18%

19%

32%20%


24

England Wales Scotland Northern Ireland

7762

8165

N. Ireland

Digital CapabilityBy country

Base: UK respondents aged 15+ living in region - Scotland (427), Wales (227), Northern Ireland (121), England (3,392) Source: Basic Digital Skills Tech Tracker 2015


England Wales Scotland Northern Ireland

8169

84 75

Have Basic Digital Skills 34,350,000 1,600,000 3,650,000 950,000

Don’t have Basic Digital Skills

10,250,000 1,000,000 850,000 500,000

Have Basic Online Skills 36,150,000 1,800,000 3,800,000 1,100,000

Don’t have Basic Online Skills

8,500,000 800,000 700,000 350,000

Have Basic Digital Skills 40,550,000

Don’t have Basic Digital Skills 12,600,000

Have Basic Online Skills 42,850,000

Don’t have Basic Online Skills 10,350,000

Population figures – 000s based on mid-year

population estimates rounded to nearest

50,000.

(%) (%)

England

Wales Scotland

N. Ireland

England

Wales Scotland


25

Digital CapabilityBy region

Base: UK respondents aged 15+ living in region - Scotland (427), Wales (227), Northern Ireland (121), North (185), NW (496), Yorks & Humber (439), West Midlands (346), East Midlands (338), East Anglia (48), SW (316), SE (647), Greater London (577) Source: Basic Digital Skills Tech Tracker 2015


3,800

1,800

1,100

2,150

4,400

3,600

3,150

3,050

1,750

3,700

8,550

6,000

700

800

350

450

1,050

800

1,500

750

300

800

1,650

900

Scotland

Wales

Northern Ireland

North East

North West

Yorks & Humber

West Midlands

East Midlands

East Anglia

South West

South East

Greater London

3,650

1,600

950

2,000

4,200

3,400

2,950

2,900

1,650

3,500

8,250

5,800

850

1,000

500

600

1,250

1,000

1,750

950

400

1,050

1,950

1,100

Scotland

Wales

Northern Ireland

North East

North West

Yorks & Humber

West Midlands

East Midlands

East Anglia

South West

South East

Greater London

Have skillsDon’t have skills

Population figures – 000s based on mid-year

population estimates rounded to nearest

50,000.


26

Just under three-quarters of adults in rural areas have Basic Digital Skills – with lower internet access a contributing factor.

Basic Digital SkillsBy location type

Rural

74% 80% 76%

Base: UK respondents living in – Rural areas (652), Suburban areas (806), Urban areas (1,553), Metropolitan areas (1,035)

78%

Suburban Urban Metropolitan


Internet

access 84% 90% 87% 90%



27

Outright house owners are more likely to be retired thus their lower levels of Basic Digital Skills.

Basic Digital SkillsBy household tenure

Base: UK respondents – Owned with mortgage (997), Owned outright (1,391), Rented from private landlord (687), Rented from housing association (340), Rented from local authority (551) Source: Basic Digital Skills Tech Tracker 2015

Significant difference at 95% vs. other ownership/ rented tenures

Owned with mortgage

Owned outright

Rented from private landlord

Rented from housing association

Rented from local authority

89%

67%

85%

71%

57%

78%

76%


28

Technographics


29

Eight in ten adults in the UK have a PC or laptop in their home. 65+ and C2DEs, the groups with the lowest digital capability, have lower levels of device ownership.

UK Device Ownership and Broadband Usage

71% 44% 82%

Base: UK respondents & asked – Personal smartphone ownership (1,038), Household tablet ownership (1,038), Household PC/ laptop ownership (4,167), Access to Broadband at home (1,038)

69%


26%

65%

29%

32%

66%

72%

54%

57%

65+

C2DE

UK Adult

s

Smartphone Tablet PC/Laptop Use bb at home


30


The level of Basic Digital Skills is higher across device owners.

By device ownership

Base: UK respondents & asked – Personal smartphone ownership (1,038), Household tablet ownership (1,038), Household PC/ laptop ownership (4,167), Access to Broadband at home (1,038)


89%

89%

85%

86%

44%

65%

41%

51%

Non-owners

Owners

Significant difference at 95% vs. non-owners

Smartphone

Tablet

PC/Laptop

Use bb at home


31


In general, the areas with the highest internet access (by any means) also show the highest levels of Basic Digital Skills.

Comparison with internet access


75-79%

80-84%

85-89%

90-95%

Internet access

90%

86%

75%93%

90%

88%

88%

86%

88%

87%

81%85%

60-70%

71-75%

76-80%

81-85%


81%

65%

62%84%

81%

81%

77%

77%

77%

77%

63%75%

NB. Different scales used on each map


32

Without Basic Digital Skills and Internet Access

London has the lowest percentage of adults without basic digital skills, and also the lowest percentage of adults without internet access.

Comparison with internet access


20-30%

19-15%

14-10%

9-5%

Internet access

10%

14%

25%7%

10%

12%

12%

14%

12%

13%

19%15%


19%

16%19%

19%

23%

23%

23%

23%

30-40%

29-25%

24-20%

19-15%

19%

35%

38%16%

19%

19%

23%

23%

23%

23%

37%25%

NB. Different scales used on each map


33

Greater London Focus


34


The level of Basic Digital Skills is higher in London than the UK national average.

London

Base: All Greater London respondents (577) Source: Basic Digital Skills Tech Tracker 2015


London0

1

2

3

4

5

6%

1%

1%

2%

6%

84%


National Average0

1

2

3

4

5

10%

2%

2%

3%

7%

77


35

15-24

25-34

35-44

45-54

55-64

65+

95%

92%

89%

76%

73%

38%

Basic Digital Skills - London

The general drop in Basic Digital Skill level sees a more significant decrease amongst those aged 45+ in London than the UK in total.

By age group

15-24

25-34

35-44

45-54

55-64

65+

93%

92%

89%

82%

72%

43%

UK

Base: Greater London respondents aged 15-24 (106), 25-34 (166), 35-44 (118), 45-54 (71), 55-64 (49), 65+ (67) Source: Basic Digital Skills Tech Tracker 2015Significant difference at 95% vs. younger age groups

London


36

The wider gender gap that exists across the UK as a whole, is not apparent in London. However, the gap between social grades is similar to the national average.

Basic Digital Skills - LondonBy gender/ social grade

Base: Greater London respondents – Male (308), Female (269), ABC1 (303), C2DE (274) Source: Basic Digital Skills Tech Tracker 2015

84% 83%



ABC1 C2DE

92%

73%

UK AVERAGE: 80% 74% 87% 65%


37

Greater London sees near universal smartphone ownership amongst adults.

London Device Ownership and Broadband Usage

94% 37% 84%

Base: Greater London respondents & asked – Personal smartphone ownership (144), Household tablet ownership (144), Household PC/ laptop ownership (577), Access to Broadband at home (144)

65%


80% 88% 89% 87%Owners

with Basic

Digital Skills

Smartphone Tablet PC/Laptop Use bb at homeDevice

ownership


38

Ipsos MORI’s standards and accreditations provide our clients with the peace of mind that they can always depend on us to deliver reliable, sustainable findings. Our focus on quality and continuous improvement means we have embedded a ‘right first time’ approach throughout our organisation.

Ipsos MORI’s standards and accreditations

The international market research specific standard that supersedes BS 7911 / MRQSA & incorporates IQCS (Interviewer Quality Control Scheme); it covers the 5 stages of a Market Research project. Ipsos MORI was the first company in the world to gain this accreditation.

ISO 20252:2012

This work was carried out in accordance with the requirements of the international quality standard for market research, ISO 20252:2012 and with the Ipsos MORI Terms and Conditions.

By being an MRS Company Partner, Ipsos MORI endorse and support the core MRS brand values of professionalism, research excellence and business effectiveness, and commit to comply with the MRS Code of Conduct throughout the organisation.

MRS Company Partnership

International general company standard with a focus on continual improvement through quality management systems. In 1994 we became one of the early adopters of the ISO 9001 business standard.

ISO 9001:2008

International standard for information security designed to ensure the selection of adequate and proportionate security controls. Ipsos MORI was the first research company in the UK to be awarded this in August 2008.

ISO 27001:2005

Ipsos MORI is required to comply with the Data Protection Act; it covers the processing of personal data and the protection of privacy

Data Protection Act


For more information

www.ipsos-mori.com/ipsosconnect

Andrew MaguireAssociate Director

020 8861 80250758 [email protected]

Charissa GuevarraSenior Research Executive

020 8861 [email protected]

http://www.ipsos-mori.com/ipsosconnect

basic digital skills, uk report 2015 prepared for go on uk in association with lloyds banking group....

Documents

basic digital skills

basic skills

uk partners

digital tasks

respondents digital

skills definition

basic digital skill

ukwide figures