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Digital Inclusion in the Age of Mobile (Socitm May 2014)
The document discusses the vision and efforts of the Tinder Foundation to improve digital inclusivity and empower individuals through technology, emphasizing the need for basic online skills. It highlights the increasing mobile internet usage among adults and outlines the financial impact of aiding digital transitions for previously excluded individuals. The foundation aims for a fully digitally enabled UK by 2020, requiring significant investment from various sectors to achieve this goal.
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Digital Inclusion in the Age of Mobile (Socitm May 2014)
- 1. Customer Needs inthe Age of the Mobile Helen Milner 14th May 2014 Tinder Foundation makes these good things happen:
- 2. Tinder Foundation • Weare a staff-owned mutual and social enterprise • Vision: A better world for everyone through the use of digital technology • Purpose: We make good things happen through digital technology
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- 4. Goal is tocreate independent and confident internet users Not about broadband infrastructure Not about one-off usage
- 5. Local + Digital + Scale Free Optimised for mobilelearning £232.4m
- 6. Moving people toonline public services • No-one’s ‘spark’ to get digital skills is to interact with Government online (except to get a job) • After gaining digital skills via UK online centres (March 2014 data): • 81% visited central/local Government websites • 56% moved at least one (average 3.8) face-to-face or telephone contact to an online contact with Government • Calculation of £232.4m for 1.2m people (2010 – present)
- 7. Age of Mobile •6 in 10 adults now use a Smartphone (Ofcom) • 53% of people use a mobile device to go online (Vodafone) • Number of people using a tablet to go online doubled (16% to 30%) since 2012 (Ofcom) • >⅓ of smartphone users use their phone to buy things online - up from ¼ in 2012 (Ofcom)
- 8. easier, quicker, moreconvenient, with simple, attractive interfaces, anytime, anywhere information, connections and transactions
- 9. Mobile: not apanacea for digital exclusion • However only 1.6% of people only go online using a tablet (OxIS) • It is a powerful tool to enable the transition online of a subset of those currently excluded • It’s not that the mobile broadband options aren’t available • It’s that the people who need these options don’t understand that these choices are there for them
- 10. Mobile broadband ona computer • CVs, letters, job applications, long and complex benefit forms - need a keyboard and a big screen • Choices: benefits of mobile internet via a MiFi or mobile hotspot (through their phone) to get online on a laptop • Flexibility of a pay-as-you-go broadband connection and/or a small top-up on a smartphone contract • For some people a telephone, committing to a contract is a significant factor preventing internet use
- 11. Partnership with Vodafone •Potential and the confusion of mobile internet • Will help centres people get to grips with smartphones, tablets and MiFi (portable wifi hotspots) • Leaflets introducing the world of mobile broadband • A new, free online course, on Learn My Way • A ‘hands-on mobile’ pilot: centres given Vodafone smartphones, tablets, and MiFis to loan to local people • Vodafone’s new independent report called Mobile: A powerful tool for Digital Inclusion
- 12. Evidence: measuring impact •Learning Data: automated from Learn My Way, learners, learning activity, viewed at centre and UK-wide level • Surveys: Learner demographics (online survey) and Impact data (telephone) for progression to learning and employment, use of Government websites, information around confidence and wellbeing. In field 52 weeks a year. • Further impact evaluation: applying volumetrics to economic impact for Government; regular research projects eg social inclusion and digital inclusion, innovative health and digital outcomes
- 13. 1. Data: Learner,learning, course data • Learn My Way • Learners: personal planner, bookmarks, progress, badges • Centres: totals and per learner • National/Aggregated data • 135,320 people last 12 months, 12,930 in March • Logins: 141,789 • Favourite courses: 94,961 Online Basics, 66,376 email course • Website visits: 1m
- 14. 2. Surveys: onlineand telephone A monthly online learner survey among registered users of Learn My Way >7000 respondents per year Among those who opt in from the above, a telephone progression survey one month later >1200 interviews per year Measures the learner profile •Including the % of socially excluded learners Customer satisfaction •Including to what extent users felt the service helped them learn about computers/the internet or increased their confidence Evidence of impact and outcomes •Progression into formal / informal learning •Progression into employment •‘Quality of Life’: impact on skills and behaviour •Access to public services online and average no. of contacts shifted
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- 18. 3. Other Volumetrics, Financialimpact, Deep evaluation
- 19. B1_C Searched forjobs Job search & prospects B1_E Written a CV B1_G Applied for jobs B1_I Been for job interviews B1_K Improved job prospects B4_A More interesting work Improvement at work B4_B More job satisfaction B4_C Better job security B4_D Pay & promotion prospects Employment Progression B1_J Started full or part time work Entered employment B1_J Started voluntary work Voluntary work C1_1 Learning towards formal qualification Further LearningC1_2 Learning without formal qualification B1_A Sought/received careers advice Learning Progression Employmentor LearningProgression Impact on employment and learning (>1,200 interviews a year) Survey data leads to measurement of economic impact: (1) Entered employment, (2) Started voluntary work, (3) Further learning, (4) Started a formal qualification
- 21. A Leading DigitalNation by 2020 With current efforts there will still be 6.2m people in 2020 without basic online skills. The total investment required to equip 100% of the UK adult population with the Basic Online Skills they need to regularly use the internet for themselves by 2020 is £875 million. We suggest investment might be split equally between Government; the private sector, and the voluntary and community sector. The investment required to ensure a nation with 100% Basic Online Skills will be £292 million for each sector. www.tinderfoundation.org/Nation2020
- 22. c. 10% leftto reach In 2020 if carry on at pace and impact of present time (in UK)
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- 24. 100% Ambition • Personalisedinternet for each individual: content, cost, access, interface, usability and user-confidence • Helping people to see the benefits of the web, to develop basic online skills and to find a personal broadband solution that works for them • It makes a 100% digitally enabled nation a reality and an ambition worth working for
- 25. PEOPLE make good thingshappen People becoming a volunteer when he’s 93 years old as his mates aren’t getting the benefits of the web People helping job seekers to look for work online when they’ve not had a job for 10 years People helpingpatients to usedigital in theward and take ithome with them
- 26. Thank You [email protected] @helenmilner ontwitter tinderfoundation.org
Editor's Notes
- #3 We are Online Centres Foundation – a company limited by guarantee, a staff owned mutual, we deliver public value and all the surpluss we earned will be invested in our social aims
- #15 Learner data monthly KPIs (5-10 minutes) Progression survey quarterly KPIs (15 minute telephone survey) Social exclusion: education less than 5 GCSEs, unemployed, income of under £10k, receiving benefits, living in council/HA or sheltered accommodation or homeless 85%
- #17 91% quality of life (95% any positive outcome i.e employment, learning or quality of life)
- #20 66% employment 35% learning