broadband access & learning by darren sidnick
DESCRIPTION
"Broadband and access" is a presentation from Darren Sidnick in March 2008. It outlines online stats, plus focuses on how online "hard to reach groups" are (eg. ethnic minorities, those without qualifications, those not in work, older learners), plus outlines Ufi learndirect's learner segmentation approachTRANSCRIPT
Broadband access and learning: segmenting the population
Darren Sidnick, Head of Innovation & Research, March 2008
www.darrensidnick.blogspot.com
Digital Britain Key Facts64% of the UK population are online (over 15) *
90% of people who are online use broadband *
55% of internet users use the Internet for an hour a day or more **
•BMRB Internet monitor Jan 08 (UK)
**TGI (UK)
72% have bought any product or service – 19.5M **
Online population growth at c. 8% a year (where in 5 yrs?)
Advice line visits has increased from 20K (03) to peak of 140K (Nov 07)
75% have digital TV; 87% a mobile phone **
31M online31M online
‘Harder’ to reach summary
Ethnic minorities are more enthusiastic about technology than the adult population (Ofcom 07)
C2DEs are the fastest growing demographic online (but behind AB/C1s). (BMRB)
38% individuals with no qualifications use the internet (1.1 million) (TGI) 68.5% C2DEs buy
online (72.5% ABC1s); (TGI)
58% C2DEs online
DIUS segmentation: 5 out of 10 segments 70%+ online. Stats fall for hardest to reach (see slide)
31M internet users
30711
10463
29113
3294
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
4thQtr97
2ndQtr98
4thQtr98
2ndQtr99
4thQtr99
2ndQtr00
4thQtr00
2ndQtr01
4thQtr01
2ndQtr02
4thQtr02
2ndQtr03
4thQtr03
2ndQtr04
4thQtr04
2ndQtr05
4thQtr05
2ndQtr06
4thQtr06
2ndQtr07
4thQtr07
Nu
mb
er
of
us
ers
('0
00
)
All Work Home Academic
Source: BMRB’s Internet Monitor
64% used the Internet over past 12 months
Number of E-Shoppers/ E-bankers
Source: BMRB’s Internet Monitor
19651
15645
0
5000
10000
15000
20000
25000N
ov-
99
Fe
b-0
0M
ay-
00
Au
g-0
0N
ov-
00
Fe
b-0
1M
ay-
01
Au
g-0
1N
ov-
01
Fe
b-0
2M
ay-
02
Au
g-0
2N
ov-
02
Fe
b-0
3M
ay-
03
Au
g-0
3N
ov-
03
Fe
b-0
4M
ay-
04
Au
g-0
4N
ov-
04
Fe
b-0
5M
ay-
05
Au
g-0
5N
ov-
05
Fe
b-0
6M
ay-
06
Au
g-0
6N
ov-
06
Fe
b-0
7M
ay-
07
Au
g-0
7N
ov-
07
Nu
mb
er
of
use
rs (
'00
0)
E-Shoppers
E-bankers
Activities on the net
• 72% have bought any product or service through the internet in the past 6 months– TGI net wave 13
• 8.5% have used VOIP in past 6 months– TGI net wave 13
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Use VOIP
Write a Blog
Watch films
Watch TV
Sell prod/serv
Used a chat room
Pay for/obtain music
P lay games
Read magazine online
Download music and films
Buy business prod/serv
Access sports results
Search/apply for jobs
Use instant messaging
Listen to radio
Search/book travel
Buy prod/serv
Personal banking
Look for product info
Use search engines
Sources: BMRB Internet Monitor
How people spend their time online
25+ key stats• 68.6% use the internet (27.8 million)
• 52.7% use it for more than an hour a day
• 51% have bought a product or service via the internet in the past six months
• What do they do online?– 90.9% email– 80.3% to get info about activity or interest– 66.3% for making travel or holiday plans
• 27.6% have used the internet to watch video clips
Source: TGI Net wave 13
25+ use of social media
Other platforms
• 75.7% of UK population receive satellite, cable or digital TV at home
• 86.6% of UK population have a mobile phone
• 80.8% listen to the radio
Source: TGI Net wave 13
Large increase in learndirect Advice Web Visits
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
End of 2003: c 20,000 visits a month
End of 2007: c. 140,000 visits a month
Broadband & ‘Harder to reach’ segments
Pre-Level 2 learners (UK)• 50% use the internet (5.9 million use the web
out of 11.7M pre L2 learner population)– 20% use it for 21+ hours a month– 45% access via a broadband connection– 52% bought online
• England stats are higher than UK - 57% use the Internet (4.3M use web out of 7.6M pre L2 population); 51% of these have broadband; 53% bought online.
Source: TGI (2006, UK).
NB. These stats are from Qu 2, 2006 ie. Slightly of of date (the pre L2 postscript was added specfically for Ufi). They will be repeated later this year.
Ethnic Minorities & Internet
• Ethnic minorities are more enthusiastic about technology than the adult population
• Greater % have broadband
• Greater % have mobiles
• Ethnic minorities that don’t have internet at home appear less resistant about adapting it some stage in future.
Ofcom, June 2007
Individuals with no quals (UK)
• 38% use the internet (1.173 million)– 48% use it for 1+ hours a day– 77% access via a broadband connection– 68% bought online in last 6 months– 88% use email– 24% watch video clips
Other digital media– 69% own a mobile– 65% have digital TV, Cable or Satellite– 68% Listen to the radio
Source: TGI Net wave 13. Coded as: Those who have completed a few years of secondary (or less) but not those who have completed secondary.
Older learners (UK)Coded as: Those over 50 years old
• 51.2% use the internet (10.383 million)– 48% use it for 1+ hours a day– 75% access via a broadband connection– 91% use email– 22% watch video clips– 73% have bought a product or service online in the last 6 months
Other digital media– 88% own a mobile– 78% have digital TV, Cable or Satellite– 85% Listen to the radio
Source: TGI Net wave 13
Those not in work (UK)Coded as: All those not working
• 56.1% use the internet (12.372 million)
– 52% use it for 1+ hours a day
– 75% access via a broadband connection
– 91% use email
– 28% watch video clips
– 67% have bought a product or service online in the last 6 months
Other digital media
– 89% own a mobile
– 79% have digital TV, Cable or Satellite
– 78% Listen to the radio
Source: TGI Net wave 13
UK Socio-Economic Profile
0%
5%
10%
15%
20%
25%
30%
35%
AB C1 C2 DE
GB Population Internet Population
Source: BMRB’s Internet Monitor
What percentage of users are C2DEs?
Source: BMRB’s Internet Monitor
36
0
5
10
15
20
25
30
35
40
2ndQtr97
1stQtr98
4thQtr98
3rdQtr99
2ndQtr00
1stQtr01
4thQtr01
3rdQtr02
2ndQtr03
1stQtr04
4thQtr04
3rdQtr05
2ndQtr06
1stQtr07
4thQtr07
% o
f u
sers
wh
o a
re C
2DE
s
C2DEs are the fastest growing demographic online
DIUS Audience segments –Internet access and knowledge of learndirect
Segment% Total
audienceAttitudes
to learningBarriers to learning
Characteristics
Enthusiastic & Enlightened
29%Well above
averageVery low Very positive about learning
Fulfilled & Family Focused
15%Just above
averageVery low
Family commitments/ happy with life
Hampered hard workers 7%Well above
averageAverage Busy with work
Looking for Learning 5%Just above
averageAverage
Don’t know where to look for training
Trapped on a Treadmill 6%Just below
averageHigh
Financial barriers to learning but want to change their life
Older Into Other Things 11%Just below
averageLow
Often older & retired. Other interests.
Too Late to Learn 11%Just below
averageVery low
Few barriers. Low qualification levels.
Unfulfilled & Unhappy 9%Just below
averageHigh Low qualified, low confidence.
Sceptical but Scraping By
6%Well below
averageVery low Negative towards learning.
Disaffected & Discouraged
3%Well below
averageVery high
Basic skills barriers, negative about learning.
DIUS National Adult Learner Segmentation
Five out of ten segments achieve >70% Internet penetration (note: based on 2005 data)
0
10
20
30
40
50
60
70
80
90
Enthusiastic &Enlightened
Fulf illed &Family Focused
Hampered HardWorkers
Looking forLearning
Trapped on aTreadmill
Older IntoOther Things
Too Late toLearn
Sceptical butScraping By
Unfulf illed &Unhappy
Disaffected &Discouraged
Computer & Internet at home Computer only No computer
DIUS segmentation 2005
Major differences between Internet access (previous slide) and usage. Looking for learning/ Older into other things
have access but usage is not frequent.
0
10
20
30
40
50
60
Enthusiastic &Enlightened
Fulf illed &Family Focused
Hampered HardWorkers
Looking forLearning
Trapped on aTreadmill
Older IntoOther Things
Too Late toLearn
Sceptical butScraping By
Unfulf illed &Unhappy
Disaffected &Discouraged
Use Internet 5+ days per week Less often Do not use
DIUS segmentation 2005
Internet research sources: Which research tool?See websites for methodology:
BMRB - http://www.bmrb.co.uk/?id=344
TGI - http://www.bmrb.co.uk/?id=345
Comscore - http://www.comscore.com/method/method.asp
• There are a number of research tools. Use is based on what data is required. For example the internet monitor gives good overall data. Whereas TGI allows the manipulation of the data and ask specific questions.
• Another critical point is when the research was last updated; the latest source of information is used.
• Each tool is designed to do different things; for example Comscore and Neilsen are predominantly for website information whereas BMRB is for user behaviour.