Across the Divide Tackling Digital Exclusion in

Douglas White The Carnegie UK Trust is an independent, endowed charitable trust incorporated by Royal Charter. We seek to improve the lives and wellbeing of people throughout the UK and Republic of Ireland by influencing public policy and demonstrating innovative practice.

This project was made possible thanks to the and Jeremy Mitchell formerly at the work, help and support of many different people: Communications Consumer Panel; Trisha • Mark Diffley and Vanessa Chan of Ipsos McAuley and Annie McGovern at Consumer MORI carried out both the primary and Focus ; Sarah Beattie-Smith at secondary research on which this report Citizens Advice Scotland; Laura Alexander at is based. They offered great imagination the Ofcom Advisory Committee for Scotland; and diligence to help us devise the right Laura Muir at Robert Gordon University; approach for the research, and applied their Vicki Hanson at University of Dundee; John considerable expertise and commitment to Crawford, Trustee at CILIP; Stuart Gibson at make this a successful study. Farrpoint; and Gillian Anderson at University of Strathclyde. • A number of people offered expert insight and improvement at various stages of the • Martyn Evans and Jennifer Wallace provided project, including the research design and valuable internal review and support. final report. These include Vicki Nash and • 200 citizens in Glasgow generously gave Claire Mack at Ofcom Scotland; Evelyn up their time to share with us their personal McDowall at Glasgow Housing Association; experiences and views on the internet, David Coyne and Lynsey Telford at Glasgow including why they go online and why City Council; Andrew Unsworth at Scottish they do not. Cities Alliance; Alyson Mitchell at Scottish We are greatly appreciate the input and Government; Professor Michael Fourman at contribution of all those listed here and we Royal Society of Edinburgh; Fiona Lennox would like to extend our sincere gratitude to and Mairi McLeod at the Communications them all. Consumer Panel, and Fiona Ballantyne

Please visit www.carnegieuktrust.org.uk for more on our work on digital inclusion, including infographics of the key data presented in this report. You can The text of this work is licensed under also follow us on Twitter: @CarnegieUKTrust. the Creative Commons Attribution- ShareAlike 3.0 Unported License. To view a copy of this license, visit Designed by www.fullcycle.co http://creativecommons.org/licenses/ by-sa/3.0/ or send a letter to Creative Printed by DTP Ltd Commons, 444 Castro Street, Suite 900, This report is printed on paper that is FSC certified. Mountain View, California, 94041, USA. CONTENTS 1

Contents

Chapter 1 Why broadband matters 3

Chapter 2 Broadband in Glasgow – why are we doing 5 this research?

Chapter 3 Who is offline in Glasgow? 7 Demographic characteristics 7

Geographical differences 9 Potential users and rejecters 10

Chapter 4 Why are people in Glasgow offline? 12 Attitudes to technology can help to 12 predict internet take-up It’s a complex picture – but there are 14 some key barriers Age, gender and geographic area 16 impact on the barriers people experience The barriers to getting access also vary 18 depending on whether someone is interested in going online It’s nothing to do with pay TV 21

Chapter 5 Why do people go online in Glasgow? 23

Chapter 6 Commentary and Recommendations 28

Why broadband matters 3

Chapter 1 – Why broadband matters

Having access to the internet is an essential As faster and faster broadband services are component of 21st century life. The benefits developed the range of services, activities and that are derived from being online – and the opportunities available to those with access disadvantages that come from a lack of access is likely to increase dramatically. Particularly – are now so significant that the twin challenges important is the drive to deliver many more public of improving the UK’s digital infrastructure and services online, partly due to a desire amongst increasing digital participation have become hard-pressed public agencies to improve efficiency critical public policy issues, attracting attention and reduce costs. The delivery of Universal Credit and resources from governments at all levels. via digital channels is the most high profile and challenging of current developments in this area The advantages offered by online access are well – but this is a trend that is certain to continue in documented1, and include: the future. For those citizens who are online and • Improved educational attainment who are confident users of digital technology, the • Better job prospects and flexibility move towards increased online delivery is good • Better access to public services news – making it cheaper, easier and faster to gain access to services. However, as the benefits • Cheaper goods and products accrue to those who are online, those without • More choice and convenience access will be left further and further behind. • Access to advice, information and knowledge In rural areas, where superfast broadband • Improved communication and engagement connectivity offers an unprecedented opportunity with family and friends to eradicate some of the traditional challenges • Enhanced democratic and civil participation faced by remote communities, a lack of access is often related to the poor digital infrastructure and However, despite these benefits, nearly a quarter the fact that a reliable, high-speed broadband of UK households still do not have access to service may simply not be available. This is broadband in their home. This rises to nearly important and it is vital that government, industry a third of households in Scotland, Wales and and local communities take action to ensure Northern Ireland, and in some places – such as that broadband connectivity is available to all Glasgow – the figure is closer to 40%2. Although households throughout the UK. current trends show a year-on-year increase in broadband take-up in most areas, the gap between the benefits of being online and the disadvantages of being offline is growing even more quickly.

1 See for example: The Economic Case for Digital Inclusion, Race Online and PricewaterhouseCoopers 2009; The Connected Kingdom – How the Internet is Transforming the UK Economy, Boston Consulting Group, 2010; Manifesto for a Networked Nation, Martha Lane Fox, 2010; Scotland’s Digital Needs, Consumer Focus Scotland, 2011; This is for Everyone – The Case for Universal Digitisation, Booz&Co, 2012

2 Ofcom, Communications Market Report, 2012 4 Why broadband matters

However, in this report we are primarily This is deeply concerning, as it is many of these concerned with those areas where the broadband households who could arguably benefit the most infrastructure is well developed but, for whatever from the advantages that the internet can offer reason, a significant proportion of households – including improved job prospects, cheaper have either chosen not to or have not been goods and products, access to public services and able to take up a broadband service. In these enhanced educational opportunities. If these circumstances digital exclusion is perhaps citizens are excluded from online access then this best viewed as a question of social justice and is only likely to widen existing inequalities – and as regeneration. Forty-five percent of UK households such, it appears that a lack of internet access will with an annual income of less than £17,500 increasingly come to represent both a symptom do not have a broadband connection and in and a cause of poverty4. Scotland, this rises to 60%3.

4 Simply having access to the internet is of course not sufficient – if all citizens are to derive the full range of benefits that online access can offer then ongoing support, training and encouragement will be required. But simply having access at home in the first instance is an essential starting point – and it is from this starting point that that we consider the question 3 Ofcom, Communications Market Report, 2012 of broadband access in Glasgow. Broadband in Glasgow – why are we doing this research? 5

Chapter 2 – Broadband in Glasgow – why are we doing this research?

In Glasgow, the broadband take-up rate is one of friends are using it; or a preference for spending the lowest in the UK, and has lagged well behind disposable income on other communications the Scottish and UK averages for many years. items, such as subscription TV packages. Although Ofcom data suggests that there was However, to quote a well-known phrase, ‘the plural some improvement in take-up between 2011 of anecdote is data’9 and until recently there and 2012, the same data estimates that 40% has been very little robust research to explain of people in the Greater Glasgow area are still which, if any, of these different factors is the most offline. This is significantly above the Scottish significant barrier for people in Glasgow; and average of 32%, and almost double the 24% which specific groups of people in Glasgow are UK average5. Data from the Scottish Household the most likely to experience particular barriers to Survey (SHS) and the British Population Survey internet access. (BPS) supports the Ofcom figures, with the SHS putting the level of non-broadband take-up in Some progress has been made in the past year Glasgow at nearly 40%6 and the BPS showing towards improving understanding on these issues. that 50% of homes in the city do not have a In 2012 the Communications Consumer Panel fixed broadband connection7. In terms of actual published qualitative research, including a small numbers, this means around 115,000 households number of interviews with non-internet users in Glasgow are offline8. in Glasgow, which suggested that two of the most important barriers for many non-internet The problem of low broadband take-up clearly users in the UK were a fear of technology and does not only affect Glasgow – it is an issue the comfort and familiarity of the offline world. of concern in many other towns, cities and Meanwhile, the Scottish Government undertook communities across Scotland and the UK. In regression analysis of the SHS, which shows recent years, however, significant political and that demographic factors such as age, income, policy attention in Scotland has focused on why educational qualifications, working status, broadband take-up in Glasgow appears to be so disability and deprivation are key indicators of low. Many different ideas and theories have been digital participation10. Subsequently, as part of put forward. These include: the cost involved in the 2012 Communications Market Report for setting up and maintaining a broadband service; Scotland, Ofcom carried out a helpful analysis a lack of confidence and skills in using digital of data from the 2011 BPS to try to better technology; difficulties securing approval for a understand the low levels of broadband take-up broadband contract; concerns about privacy in Glasgow. Although this analysis showed that or identity theft when going online; a ‘cultural’ Glasgow’s population is markedly different from rejection of the internet if few family members or other places in Great Britain (with 59% of people

5 Ofcom, Communications Market Report, 2012

6 Scottish Household Survey, 2010 9 Attributed to political scientist Dr Raymond Wolfinger during a lecture in 7 Ofcom, Communications Market Report, 2012 the 1969-70 academic year

8 Based on 282,522 households in the city, as reported in the 2011 Census, 10 Scottish Government, Digital Participation in Scotland: Review of Evidence, with non-take-up of broadband at 40% 2011 6 Broadband in Glasgow – why are we doing this research?

classified as ‘hard-pressed’11 compared to a GB interviewing via a recruitment questionnaire to average of 22%), it also showed, by comparing identify the appropriate sample. 136 interviews broadband take-up by age and socio-economic were with people who had never used the group, that demographic differences alone were internet; 10 interviews were with people who not sufficient to fully explain the relatively low had used the internet previously but do not level of broadband take-up in the city12. do so now; 34 interviews were with people who currently use the internet either at home There remain, therefore, critical gaps in our or via a smartphone; and 20 interviews were knowledge and understanding on this issue. The with people who use the internet at another Carnegie UK Trust works to improve the wellbeing location. of people throughout the UK and Ireland. In recognition of the significant and growing impact Our research focuses on access to the internet of digital access upon wellbeing we have carried at home. This is important for a number of out research in Glasgow which aims to build reasons. The SHS shows that 95% of people in on the previous work undertaken, and provide Scotland who use the internet do so at home, new, more substantial, quantitative data on the compared to 21% at work; 14% via mobile; 8% barriers to broadband access in the city and how at school, college or university; or 4% in libraries14. these might be addressed. Therefore, while access outside of the home is becoming increasingly important, particularly Our research, which has been carried out by Ipsos via mobile, having access at home remains by MORI, represents the most comprehensive picture far the most popular mode of connection for ever compiled of the views and experiences citizens. Furthermore, as the range of services of people who are offline in Glasgow. It has and activities for which the internet is required comprised two key stages: becomes increasingly complex – for example • An analysis of existing datasets to build a better universal credit applications, health services, picture of which groups of people in Glasgow are applying for jobs, participation in learning and so most likely to be offline. on, it will become even more important for people • 200 in-depth, face-to-face interviews with to be able to have internet access in the comfort, individuals broadly matching the characteristics privacy and security of their home. of the main demographic groups who are least likely to have access to the internet13. This sample While the data, conclusions and allows for quantitative analysis of the data, and recommendations presented in this report focus the research was conducted using a ‘hall- explicitly on Glasgow, we hope that the findings test’ approach. This involved semi-structured will also be of value to policymakers across the UK interviews with participants at a central and Ireland who have an interest in tackling low location in four areas of the city. Participants levels of broadband take-up in their jurisdictions. were recruited on-street on the day of

11 Based on the commonly used CACI classification scale, which uses life, geographic and demographic information to group areas depending on the attitudes and lifestyles of citizens

12 Ofcom, Communications Market Report, 2012

13 As determined by data from Ofcom, the Scottish Household Survey and British Population Survey 14 Scottish Household Survey, 2011 Who is offline in Glasgow? 7

Chapter 3 – Who is offline in Glasgow?

Demographic characteristics The first question to address in seeking to understand the low level of broadband take-up in Glasgow is to try to identify which groups of residents in the city are most likely to be offline. Ofcom’s analysis of the British Population Survey provides a useful comparison between Glasgow and the British average in terms of fixed broadband take-up amongst different demographic groups:

Figure 1: % households taking up fixed broadband, by age group15

100 87 86 88 80 79 70 68 Great Britain 60 58 43 40 35 Glasgow 20 12 0 15-24 25-34 35-44 45-64 65+

Base: 62,669 GB, 594 Glasgow

Figure 2: % households taking up fixed broadband, by socio-economic group16

100 89 83 80 72 81 Great Britain 60 71 56

40 47 36 Glasgow 20

0 AB C1 C2 DE

Base: 62,669 GB, 594 Glasgow

This data from Figures 1 and 2 shows that broadband take-up in Glasgow, like other parts of Great Britain (GB), is lowest amongst the DE socio-economic group and amongst those aged over 65, of whom only 12% are online. However, take-up amongst those aged 35-64 and amongst the C2 socio-economic group is also particularly low in Glasgow (at 35% and 47% respectively), even allowing for the overall lower level of broadband take-up in the city.

15 Taken from Ofcom, Communications Market Report 2012

16 Taken from Ofcom, Communications Market Report 2012 8 Who is offline in Glasgow?

To build on this data (and the regression analysis The results of this ‘CHAID’ analysis17 are presented of the SHS previously undertaken by the Scottish in Table 1 below. The analysis shows that the Government) and further our understanding combination of particular demographic factors of exactly who is likely to be offline in Glasgow has a significant influence on whether or not Ipsos MORI carried out further segmentation a household is likely to be offline. As such, the analysis of the SHS to identify the specific groups data highlights that non-working adults and of people in Glasgow who are least likely to be pensioners living in social rented properties connected to the internet. are the most likely households in Glasgow to be without internet access – and they are very unlikely to have access, with up to 92%

Table 1: % of households without internet access, by segment Ranking Characteristics Glasgow (& other low take- up local authorities) % without internet access 1 Pensioner couple, single adult, social tenant, 60+ 92 2 Single pensioner 92 3 Single pensioner,60-, social tenant 89 4 Pensioner couple, single adult, social tenant, under 60 69 5 Single pensioner, 60-, owned outright, private tenant, buying with help of 67 loan/mortgage 6 Adult, no kids, not working, social tenant 54 7 Private tenant, not working, no kids 51 8 Older/smaller household, single adult, buying 51 with help of loan/mortgage, couple neither works, non-working single 9 Single parent 46 10 Single parent, non-working single 37

17 CHAID brings together demographic characteristics that are good predictors of whether or not a household is online and explores how these characteristics interact with one another. Here, the analysis was used to segment the SHS data on household access to the internet using the variables: household size, household type, household income, household working status, number of children, tenure and age of the highest income householder. CHAID begins by segmenting respondents based on the characteristic which has the most impact on what is being analysed – in this case, internet access. This produces two or more segments of respondents. CHAID then looks within each segment and divides it based on the characteristic that has most impact on that specific group. It continues to do this until segments can’t be split further. Who is offline in Glasgow? 9

of households in some demographic groups Geographical differences currently offline. However, the data also shows the relatively high levels of digital exclusion Unsurprisingly, given the socio-economic data that exist amongst a range of demographic presented above, it appears that the level of groups in Glasgow – and therefore suggests a broadband take-up in Glasgow is not uniform highly co-ordinated, sophisticated and targeted across the city. Analysis of the Scottish Household 18 strategy is likely to be required in order to improve Survey at datazone level estimates that take-up broadband take-up amongst different household of broadband in Glasgow may range from as high types in the city. as 91% of households in some areas ( and ) to as low as 46% in others ( Further analysis of this segmented data, and ).In 20 datazones in the city, undertaken by Ipsos MORI, confirms Ofcom’s it is estimated that fewer than half of all previous finding that those groups who are least households have internet access19. likely to be offline are not significantly over- represented in Glasgow, and the low level of internet access in the city cannot be explained only by its socio-demographic make-up.

18 This divides the city into 694 separate datazones

19 These are: Riddrie and Hogganfield; West and ; City Centre East; Old and Parkhead North; East and ; ; Roystonhill, and ; and ; ; Shettleston North; East and Aitken- head; Glenwood South; Possil Park; Calton, Gallowgate and Bridgeton; Shet- tleston North; and Oatlands; ; East; Craigton; Park West 10 Who is offline in Glasgow?

Figure 3 below highlights the areas of the city where it is estimated that more than 43% of households do not have internet access: Figure 3: Areas in Glasgow where more than 43% of households estimated to have no internet access

While this data shows that the problem of the Potential users and rejecters low broadband take-up is far greater in some parts of Glasgow than others, it would be wrong Adding to the demographic and geographic data to conclude that this issue is concentrated in just about the characteristics of the offline population a few areas of the city. In more than half (355 in Glasgow, the data from our research enables out of 694) of the datazones in Glasgow, it is us to breakdown the offline population in the estimated that the proportion of households city further, into two distinct groups – those who accessing broadband is less than 60% – are interested in going online in the future meaning that well over a third of households in (‘potential users’); and those who express no each of these areas do not have access to the such interest (‘rejecters’). range of benefits that the internet might offer. This We believe that this distinction is important, as very suggests that any effective action to significantly different strategies are likely to be required in order improve broadband take-up in Glasgow will almost to support these two groups to get online. The first certainly require a citywide focus. group may be keen to get access but have simply found that the barriers they face have so far proved to be insurmountable. The second group are likely to be unconvinced about the online world, and may need considerable persuasion and encouragement about the benefits that the internet might offer. Who is offline in Glasgow? 11

Understanding and quantifying these two groups Figure 4 below shows whether the non-internet users is therefore a vital step in devising a successful participating in our research would be interested in approach to tackling digital exclusion. having access in the future:

Figure 4: % of non-internet users who would like to go online one day Base: 128

We can see from Figure 4 that more than half Sub-group analysis of the two groups also reveals (57%) of non-internet users in the study can significant differences by both age and gender. be classed as ‘potential users’. They would be Men are much less likely than women (48% interested in getting online access in the future v 65%) to be interested in going online in the – if they can be supported to overcome some future; while less than a third of those aged of the barriers that have prevented them from over 65 (29%) are interested in accessing the doing so to date. However, 43% of respondents internet, compared to more than 60% of 25-64 are classed as ‘rejecters’. They currently have year olds20. Again, this data highlights that very no inclination or desire to access the internet. different approaches may be needed to target This provides a useful approximate indication and engage with the different demographic of the proportion of the offline population in groups who are offline, and support them towards Glasgow who may be pre-disposed to going being able to access the internet in the future. online – and of the size of the offline group who are likely to be significantly further removed from the digital world.

20 All those aged 16-24 who took part in our research were already online. 12 EWhynterpri arese peo: uplndee inrstand Glasgowing and offli actne?ion

Chapter 4 – Why are people in Glasgow offline?

Having better identified who is likely to be offline Attitudes to technology can help to in Glasgow, the next challenge is to try to better predict internet take-up understand why these groups are offline. We designed the sample for our face-to-face research Our study found that for many non-internet users to ensure that the demographic characteristics in Glasgow a fear of or a low level of trust in of the respondents broadly matched those in the technology appears to act as a significant segments of the population who, according to barrier to going online. As part of the research the data presented above, are least likely to have participants were asked to agree or disagree with access to the internet: 78% of our respondents a series of statements relating to what they think lived in social housing; 59% were not working; about technology. These included: and 14% were retired. In order to ensure the • I get nervous using technologies because I majority of our sample had low incomes we used don’t understand how to use them two proxy indicators – 88% of our respondents • Often it is easier to do things without using did not own a car and 78% had not been on a technologies holiday in the past couple of years. In addition, • I do not trust certain technologies because the research was undertaken in three areas of they fail when you need them the most Glasgow where broadband take-up is particularly low – , Parkhead and , as • The internet makes life easier for people who well in one city centre location. use it • Technology is making things better for people like me • When new gadgets are invented it is a good idea to try and use them

There were marked differences in the responses between those participants who are online and those who are not, as illustrated in Figure 5 below: Why are people in Glasgow offline? 13

Figure 5: % of respondents agreeing with statements about technology, by users and non-users

I get nervous using technologies because 57 they fail when you need them the most 77 Often it is easier to do things 33 without using technologies 69 I do not trust technologies because 33 Internet users they fail when you need them the most 58 Non-internet users The internet makes life easier 81 for people who use it 69 Technology is making things 70 better for people like me 54 When new gadgets are invented it is a 73 good idea to try and use them 51

020406080 100 Base: 200

In order to further understand the significance of • The majority of my family and friends live these responses a regression analysis was carried within walking distance from my home out to try and identify the extent to which a low • I prefer to stick with what I know than to try level of trust in technology might impact the out new things likelihood of someone accessing the internet. The • I do not like to be in debt analysis compared responses from internet users and non-users to these technology questions • I prefer to keep my opinions to myself alongside 16 other agree/disagree statements • I like to know the background to a news story designed to ascertain respondents’ attitudes and • I like to speak to people face-to-face lifestyle priorities. These ‘lifestyle’ statements were: • I do not tend to carry cash; I rely on my debit • I like to know what is going in my card mainly neighbourhood • I prefer to shop every day for the things I need • I enjoy learning new things/visiting new places in my spare time • I am too busy to have any hobbies • I send cards to my friends on special occasions • I see a friend or family member who I don’t live with almost every day • I like to see or touch things before I buy them • I like parties and social events • I like to know what is going on in my neighbourhood 14 Why are people in Glasgow offline?

The regression analysis found that this statistical however, to answer this question from the data model as a whole (ie the combination of all of presented here and further research and analysis the points listed above) explained between may be required. Nevertheless, we can say with 23% and 32% of the variation in internet reasonable confidence that it appears that a use between the users and non-users who person’s attitude towards technology is likely to participated in the research – and the only be a helpful predictor in determining whether significant factor within the model was the or not they are online – and those who are not variation in responses to the questions about online in Glasgow may well have a relatively low technology. This is very useful, as we know from level of trust in technology which can have a previous data that demographic characteristics significant, negative effect upon their capacity to account for some but not all of the reasons and interest in accessing the internet. why someone in Glasgow (or indeed anywhere else) may not be online. It appears from this It’s a complex picture – but there are new data that understanding an individual’s some key barriers attitude towards technology may also go some considerable way towards explaining whether or To try and further understand the different not they are likely to be online. potential barriers to broadband take-up in Glasgow, and consider the significance of ‘a low However, what is not clear from the data in our level of trust in technology’ compared to other study is whether those individuals who are now potential challenges to getting online, we asked online and have a high level of trust in technology research respondents to rank a list of commonly held a similar view before they went online – and cited barriers to digital participation in terms therefore were pre-disposed to accessing the of how significant each of these was for them internet in the first place – or whether their trust in personally. This was done using a ‘pyramid’ technology increased after they went online, and approach. Respondents were asked to rank one relates to the fact that they are now online. This barrier as most significant; three barriers on a is important, as it has implications for the most second tier of importance; five barriers on a third appropriate strategies for working with those tier; and seven barriers on a fourth tier. Figure 6 who are not currently online. It is not possible, below shows the results of this exercise: Why are people in Glasgow offline? 15

Figure 6: % of those not online citing different reasons for not going online

20 I prefer doing things in person/by phone 42 14 Friends or family to go online for me 32 11 It's too difficult to learn 20 11 It's too expensive 29 9 Rather spend my money on other things 26 9 Different options are too confusing 20 8 Worry about privacy/SPAM/viruses 24 7 It's not for people like me 15 4 I have no connection/computer 10 1 Nothing on there of use/interest for me 18 1 I don't have enough time to learn 0 1 It's not for people my age 0

None of my friends/family are online 1 0 %selecting as most important I wouldn't be able to get a contract 1 10 reason for not going online %selecting as 2nd most important I don't want a contract 0 reason for not going online (1 of 3) 13

There's no help available 0 16

0510 15 20 25 30 35 40 45 Base: 140

We can see from Figure 6 that some clear patterns • A fear of the unknown digital world – emerge in terms of the most significant barriers specifically concerns about using technology; to online access. Indeed, there are three particular about navigating the complex digital market; groups of problems that account for over 80% of and about staying safe online (28% of main the ‘most important’ reasons cited by respondents reasons cited). for not accessing the internet. These are: • The cost involved, particularly when there are • The draw and comfort of the offline world competing pressures upon disposable income – preference of doing things in person or by (20% of main reasons cited). telephone and using a proxy to go online if required (34% of main reasons cited). This supports the previous qualitative work carried out by the Communications Consumer Panel. 16 Why are people in Glasgow offline?

This analysis is also supported by feedback from in the future as bandwidth sizes increase, and the small number of research respondents who therefore digital access may increasingly represent are either ‘lapsed’ internet users or who access the a vital channel for citizens who have literacy internet elsewhere but not at home. Amongst these issues, allowing them to access a range of new groups the cost of acquiring or maintaining content, information and services which may have an internet connection was cited as the main previously been very difficult for them to source. reason why they either no longer use the internet or have not sought to get it at home. Age, gender and geographic This is not to say that the other items listed in Figure area impact on the barriers 6, such as concerns about getting a contract or people experience no interest in getting access because no family or It is important to recognise that different friends are online, do not represent barriers. Indeed, demographic groups are likely to experience one of the most striking things about the data is different challenges in their quest to get online the dispersal of the responses across the range of – and if it is to be effective then public policy different potential barriers. Addressing this broad must reflect and address these different concerns. spread of different issues presents quite a significant Figures 7, 8 and 9 below show the main barriers challenge for public policy – as each individual is to getting online amongst the non-internet users likely to face a unique combination of challenges to in our study by gender, age and area of Glasgow. getting online, thus making simple, straightforward Some interesting and important findings emerge: policy solutions difficult. However, if public policy is • Women who are offline are much more likely than to be as effective as possible, and the greatest value men to cite cost-related issues as being the main for money achieved in boosting digital participation reason for not taking up broadband (31% v 11%) in Glasgow, then it may make sense for the available resources to be focused around the three key groups • Meanwhile, men who are offline are much more of challenges highlighted above. likely to cite reasons related to a lack of interest in the internet (41% of men v 21% of women) One additional point which is worth noting is the • Those aged 55 and over are significantly more impact that literacy problems can have on digital likely than younger age groups to identify a lack participation, given the volume of online content of interest, or not knowing how to get internet which is text-based. This is a significant underlying access, as the main barriers to digital participation challenge for many people, although it is clearly an extremely sensitive issue and it did not emerge • Issues related to cost appear to be a particular strongly in our research. Tackling problems with barrier for those aged 45-54 literacy is a long-term issue which requires a wide • The findings relating to different areas of range of different solutions and interventions. It is Glasgow should not be seen as a definitive – but important that initiatives to tackle digital exclusion they do give a useful reminder that different recognise this and link in with these interventions barriers may be more or less prevalent in different where appropriate but, at the same time, seek to parts of the city – for example it appears that help those citizens who are offline and who have cost could be more important in Parkhead, while difficulties with literacy to overcome the wide range not knowing how to get online could be a more of other digital participation barriers that they face. significant barrier in Drumchapel, although Indeed, as online content develops it is becoming further research would be required to assess increasingly visual, with greater use of pictorial these issues more thoroughly. and video content. This trend is likely to continue Why are people in Glasgow offline? 17

Figure 7: % of those not online selecting main barriers, by gender

11 Cost issues 31

41 Not interested 21

23 Don’t know how to 20

11 Others can go online for me 16

9 Men Worried about viruses/SPAM 7 Women 4 No connection/computer 4

0510 15 20 25 30 35 40 45

Base: 140

Figure 8: % of those not online selecting main barriers, by age

21 Cost issues 34 10 30 Not interested 29 37 18 Don’t know how to 18 29 15 Others can go online for me 8 16 25-44 8 44-55 Worried about viruses/SPAM 5 10 55+ 7 No connection/computer 5 0

0510 15 20 25 30 35 40

Base: 140 18 Why are people in Glasgow offline?

Figure 9: % of those not online selecting main barriers, by area21

19 Cost issues 17 28 32 Not interested 29 28 19 Don’t know how to 31 19 16 Others can go online for me 11 17 10 Worried about viruses/SPAM 5 6 3 Castlemilk 3 Drumchapel No connection/computer 5 6 Parkhead 6

0510 15 20 25 30 35

Base: 140

The barriers to getting access also vary depending on whether someone is interested in going online In the analysis above, we identified that the Just over half of our research respondents were offline population in Glasgow can be usefully split ‘potential users’ who are aware of the benefits into two distinct groups – ‘potential users’ and of internet access and who would be keen to ‘rejecters’. This breakdown is helpful in building a get online if the right support is provided. The coherent picture of who is offline in the city – but other 43% of our respondents were ‘rejecters’ is also useful when seeking to better understand who currently have little interest or inclination to the reasons why people are offline and the access the internet. Figure 10 below illustrates different barriers that people experience to the different challenges that each of these two getting online. groups cited as the main barriers to getting online, while Figure 11 shows the issues selected by both groups as one of three ‘second most important barriers’:

21 Research respondents who participated in the city centre location are not included here as it is less clear which part of the city these respondents live in and therefore comparisons may potentially be misleading Why are people in Glasgow offline? 19

Figure 10: % of those not online selecting main barriers to access, by potential users and rejecters

I prefer doing things in person/by phone 22 18

Friends or family to go online for me 9 19

It's too difficult to learn 16 11

It's too expensive 11 11

Rather spend my money on other things 11 8

Different options are too confusing 6 11

Worry about privacy/SPAM/viruses 9 7

It's not for people like me 11 3

I have no connection/computer 0 8

Nothing on there of use/interest for me 2 0

I don't have enough time to learn 2 0

It's not for people my age 1 0

None of my friends/family are online 2 1 Rejecters I wouldn't be able to get a contract 0 Potential users 1

0510 15 20 25 Base: 127 20 Why are people in Glasgow offline?

Figure 11: % of those not online selecting second most important barriers to access, by potential users and rejecters

I prefer doing things in person/by phone 35 44

Friends or family to go online for me 29 31

It's too difficult to learn 17 21

It's too expensive 29 29

Rather spend my money on other things 35 21

Different options are too confusing 20 22

Worry about privacy/SPAM/viruses 24 24

It's not for people like me 18 13

I have no connection/computer 4 15

Nothing on there of use/interest for me 27 13

I don't have enough time to learn 13 13

It's not for people my age 22 1

None of my friends/family are online 2 4

I wouldn't be able to get a contract 7 13

I don't want a contract 7 18 Rejecters 13 There's no help available Potential users 18

025210 15 0 530354045 Base: 127

Analysing Figures 10 and 11, we can see that who are not interested in going online in the some clear patterns emerge with regards to the future – for example, ‘it’s not for people like different challenges that ‘potential users’ and me’; ‘it’s not for people my age’; and ‘nothing ‘rejecters’ are likely to experience to going online. on there of interest to me’. These sentiments In particular, it appears that certain ‘attitudinal’ may then manifest themselves in the relatively barriers and a negative perception of the high number of ‘rejecters’ citing ‘I would rather internet are more prevalent amongst those spend my money on other things’ as a significant Why are people in Glasgow offline? 21

barrier to digital participation. Furthermore, ‘potential user’ or ‘rejecter’. Overall, the statistical many respondents who express no interest in model found that respondents’ answers to the going online spoke openly about mental health full list of potential barriers cited in Figures 10 and problems, addictions, family problems, and 11 accounted for between 35% and 47% of the the challenge of living on a very low income. variation in interest in future internet use, with Persuading citizens facing these types of issues other factors such as demographic characteristics of the benefits that the internet has to offer, and explaining the remaining percentage. helping them to get online, is likely to present a very significant challenge. It’s nothing to do with pay TV ‘Potential users’ on the other hand appear Finally, within our analysis of the reasons why more likely to cite more practical issues as the citizens in Glasgow may be offline we wanted main reasons why they do not go online – for to analyse one suggestion which has been put example: ‘different options are too confusing’; ‘I forward previously to explain the low level of have no connection or computer’; ‘I don’t want a internet take-up in the city, related to the take-up of contract’; or ‘family and friends go online for me’. pay TV subscriptions. The theory is that there was This is not to say that practical barriers are not a significant early take-up of pay TV subscriptions also a problem for ‘rejecters’, or that attitudinal in Glasgow, which meant that there was less issues are not also an issue for ‘potential users’. As interest in ‘bundled’ TV and internet packages in highlighted previously, a wide range of different the city when these were introduced a few years barriers are experienced by all those who are later. Consumer inertia (data published by Ofcom offline, and each individual is likely to face a in 2010 shows that nearly 90% of people with a particular, and unique, combination of challenges standalone pay TV service had not switched or to getting broadband access. However, as a considered switching during the previous year22) general pattern, it does appear that those who meant that those early adopters of subscription are interested in getting internet access in the TV did not then switch to a new package including future are more likely than those who are not broadband, resulting in lower broadband take-up to cite practical barriers; while those who are in Glasgow. An important part of this theory is not currently interested in going online are that overall spend on communications packages more likely to cite attitudinal factors. amongst non-internet connected houses in Glasgow is not significantly lower than average – Regression analysis of which factors determine simply that the money is spent differently. whether someone is a ‘potential user’ or a ‘rejecter’ supports this conclusion. The regression The data from our study suggests that this theory is analysis found that the responses ‘it’s not for highly unlikely. Figure 12 shows that only 13% of non- people my age’; ‘nothing on there of interest to internet users who participated in our research me’; and ‘worried about privacy/SPAM/viruses/ had a TV subscription package, compared to identity theft’ were the significant predictors in 28% of internet users in the research; 56% of identifying whether someone was likely to be a 22 Saville Rossiter-Base, Consumer Switching and Bundling, 2010 22 Why are people in Glasgow offline?

households in Scotland and 57% in the UK as internet users in the research – but this is still a whole23. Furthermore, as illustrated by Figure 13, significantly below the UK average of £97.62. the average, monthly communications spend Therefore it appears preference for TV subscription amongst the non-internet users in our study was packages over broadband is not the reason for low a mere £26.89. This rises to £37.39 amongst the levels of internet take-up in Glasgow.

Figure 12: % of households owning communications items

100 98 99 83 Users 80 72 75 73 Non-users 59 60 53 45 40 36 28 30

20 13 13 4 6 3 0 2 0 0

age Tablet Landline andard TV eeview/sat Broadband St Fr Smartphone Internet TV Computer/laptop Basic mobile phone

TV subscription pack Base: 200

Figure 13: % households spending £X each month on communications

20 £40+ 41 26 £20-£39.99 36 25 £10-£19.99 14 Non-users Under £10 29 9 Users

0510 15 20 25 30 35 40 45 Base: 200

23 Ofcom, Communications Market Report 2011 Why do people go online in Glasgow? 23

Chapter 5 – Why do people go online in Glasgow?

The data presented above gives us a much people to overcome the barriers that they face to stronger understanding of who is offline in getting online. One way of doing this is to identify Glasgow, and why this is likely to be the case, and why those citizens who share similar demographic provides useful evidence for policymakers seeking characteristics with the offline population, but to address digital exclusion in the city. who are connected, went online in the first place. We included a number of these residents in However, we believe that further evidence which our research, and we asked them why they had can be used to inform digital participation decided to get internet access. The results are strategies in Glasgow can be derived from presented in Figure 14, below: understanding what motivates and enables

Figure 14: % online respondents selecting reasons for going online

Look for information of interest to me 12 38 Try it out 13 33 Go on Facebook, Twitter, etc 12 33 Apply/search for a job 12 32 Keep in touch with family/friends 5 29 Had to use it for work 13 27

Was recommended by someone 5 27

Had to use it for school/course 12 25

Someone helped me 3 21

Felt left out as friends/family online 0 17

Provided access at work/school 0 13

To get better deals 3 8 %Main reason To help my children with homework 3 %Mentioned 8

025210 15 0 5303540 Base: 57 24 Why do people go online in Glasgow?

The results show a range of different reasons why Other drivers, such as ‘peer pressure’ (ie if all some citizens in Glasgow who match the same friends or family were online); to look for better demographic profile as those who are least likely deals on goods and services; or to access services, to be online have chosen to access the internet. were seen as less significant. Once again though, However, a number of key factors stand out as the there are some significant differences between most significant: different demographic groups, as illustrated in • Curiosity and to look for information of Figures 15 and 16 below, which show the main particular interest to them drivers for going online amongst the internet users in our research broken down by gender and age. • To communicate with people, including family This analysis highlights that keeping in touch and friends with people, or social reasons, were bigger • Out of necessity – to use it at school or work, drivers for women than men in getting online, or to apply for or look for a job while men were more likely to have gone online in order to apply for or look for a job.

Figure 15: % respondents selecting main reasons for going online, by gender

Had to 27 33

Keep in touch/social 13 22

Apply/search for job 20 7 13 Look for information of interest to me 11 17 Try it out 11 7 Recommended to me 4 Men Someone helped me 0 7 Women

025210 15 0 53035

Base: 57 Why do people go online in Glasgow? 25

Meanwhile, curiosity or a desire to ‘try it out’ keep in touch with people. Again, it is important was a more significant driver for those aged that any strategies to improve digital participation 55 and over compared to other age groups, while in Glasgow take account of these variations those aged 16-24 were more likely than other in drivers and motivations amongst different age groups to have gone online in order to demographic groups.

Figure 16: % respondents selecting main reasons for going online, by age

36 Had to 28 20 36 36 Keep in touch/social 12 20 9 9 Apply/search for job 16 20 9 0 Look for information of interest to me 16 20 9 0 Try it out 16 10 27 9 Recommended to me 4 10 0 9 To get better deals 4 0 0 16-24 0 25-44 Someone helped me 4 0 45-54 9 55+

0510 15 20 25 30 35 40 Base: 57 26 Why do people go online in Glasgow?

Having identified what appear to be the most this might provide any additional useful data significant drivers for people going online, we for policymakers seeking to devise strategies to also asked the internet users in our study what encourage more people to access the internet. they actually do online – to try and identify if The results are presented in Figure 17 below:

Figure 17: Number of online respondents who use internet for different activities

27 General surfing/browsing 2 3 24 Facebook, Twitter, etc 1 8 16 Look for news 3 14 15 Look for jobs 4 14 15 Watch videos or TV 7 11 4 Use online public service 9 18 4 Daily or weekly Buy things 11 Monthly or less 17 Never 5 Training course or learning 5 23 2 Online banking 6 25 4 Use Skype or similar 6 23

0510 15 20 25 30 Why do people go online in Glasgow? 27

The results show that looking for information non-users had done so24. Again, there were some of personal interest and communicating with important demographic differences, which are others are the main activities that in line with the other findings from the research respondents engage in online. This supports – only 36% of male non-internet users had the findings above, that curiosity and considered going online, compared to 57% of opportunities to communicate are key drivers to female non-users; while only 26% of non-users getting online. It is interesting to note, however, aged 55 and over had thought about getting that few respondents currently use the internet the internet, compared to 51% of those aged regularly in order to access public services, 45-54 and 58% of those aged 25-44. purchase goods and products, or access services However, perhaps more interestingly, we asked such as online banking. This is significant for two those respondents who had considered getting reasons. Firstly, it gives policymakers in Glasgow the internet previously what steps they had some clues as to how to promote the internet to taken towards getting online. The results, which those who are currently without access – by are presented in Figure 18 below, show that focusing on how the internet is already used by speaking to family, friends or colleagues their friends and neighbours. Secondly, it confirms was the most common action taken (63% that even amongst those who are currently online, of respondents); followed by looking into further work and support is needed to ensure that learning opportunities and sources of help; all citizens are able to maximise the benefits that and examining the cost of getting online. the internet may be able to offer them. This need Again, this data provides some insight into the will only increase in the future as more and more issues that those who are offline think about services are delivered via digital channels. in relation to the internet – and highlights that The final piece of analysis which we undertook future strategies in Glasgow to support people to which may be of value in understanding why get online must take account of and engage with people in Glasgow go online was to identify the families and friends of those who are currently whether any of the non-internet users in our excluded; and must provide easy to access research had considered getting the internet in information on key issues such as sources of help the past. We found that just under half (47%) of and the costs involved.

Figure 18: % of non-internet users taking action when considering going online

Spoke to family, friends, colleagues 63 Looked into learning opportunities 55 Looked at cost 30

0210 0430 0506070 Base: 50

24 Base: 134 28 Commentary and Recommendations

Chapter 6 – Commentary and Recommendations

The data presented in this report shows that there • The key drivers for going online amongst are no easy solutions to increasing broadband those with a similar demographic profile to take-up in Glasgow. Even identifying who is the offline population are: curiosity or a desire offline is a complex process, and there are major to look for information of personal interest; to differences between different citizens who are communicate with others; or out of necessity offline in terms of their attitude to technology related to a job or education course and the internet; their desire, interest and • There is a very important distinction between motivation to get online; and the range of barriers those who are not currently online but who are and challenges that they might experience in interested in gaining access in the future, and seeking to access the digital world. However, the those who are offline and have no desire to data presented here offers new evidence that access the internet. The former are more likely enhances our understanding on each of these to see practical barriers such as the lack of a issues, and we believe that this can be useful in computer or the confusing communications helping to inform future policy development. market as the main barriers to getting online; Key points emerging from the data include: while the latter are more likely to cite attitudinal reasons such as ‘it’s not for people like me’ or • Combinations of demographic characteristics ‘there’s nothing on there of interest’ as key are highly important in identifying the specific barriers to participation groups in Glasgow who are most likely to be offline • There are some significant differences between men and women. Men who are offline appear • There are extremely high levels of digital less interested in going online in the future and exclusion amongst pensioners and non-working are less likely to see the relevance of the internet adults living in social rented tenures in the city to them; while women are more likely to cite • There are particularly low levels of internet take- cost-related issues as a main barrier to digital up in certain parts of Glasgow – but the offline access. Meanwhile, women who are online are population is actually widely dispersed across more likely to be drawn there by a desire to large swathes of the city communicate or keep in touch with family or • An individual’s view of and attitude towards friends, while men who are online often got technology appears to be a significant factor in connected in order to apply for or look for work predicting whether or not they are likely to be • There are also differences between different online age groups. Less than a third of those aged • The most significant barriers to digital 65 and over who are not online expressed a participation in Glasgow are the draw of the desire to get access in the future. Meanwhile, offline world; a fear of specific aspects involved those aged 55 and over are much more likely in trying to go online; and the cost of getting than younger groups to cite a lack of interest, online or a lack of knowledge about how to get internet access, as the main barriers to digital participation Commentary and Recommendations 29

• Differences also exist between offline citizens and interests and are likely to be well placed in different areas of Glasgow, in terms of their to deliver the type of differentiated approach desire to get online in the future and the main described above. barriers to getting online However, while differentiation is essential, so • Cost is a major issue which cannot be ignored. too is co-ordination and coherence. A range of The monthly budget for communications different projects already exist in Glasgow to help technologies amongst the demographic groups citizens to get online, delivered by public agencies, least likely to be online in Glasgow is around learning centres, libraries, and community and £30, compared to a UK average of nearly £100 voluntary groups – but this has so far not been The challenge for policymakers is to try and tackle sufficient to tackle the digital divide in the city. these issues, and significantly improve the number Meanwhile, there is currently no comprehensive of people in Glasgow who have access to the picture of the full range of different projects in internet. In doing this it is clear that a ‘one-size fits the city seeking to tackle digital exclusion. This all’ approach will not succeed. The wide range of may be confusing for citizens if it is not clear barriers to getting online across the city, and the how different initiatives relate to each other, different challenges and issues faced by different or if the support offered by different providers groups, mean that a differentiated approach is is inconsistent or patchy. It can also make it essential. A successful approach to tackling digital difficult for policymakers to assess where the exclusion must recognise the different attitudes main gaps in provision are, or if there is any which citizens have towards the internet and take duplication of services. Given the scale of the the needs and motivations of each individual as challenge in Glasgow – ie the number of people the starting point for providing help and support. who need some form of support to enable them This will require a sophisticated approach, which is to get online, and the level of support that many likely to require a shared agenda and vision, and people are likely to require – a more co-ordinated significant input, from all the key organisations in approach to boosting digital participation in the the city. city would appear be beneficial. In particular, it is likely that organisations, groups It is also worth considering whether incentives and workers who already work directly with, or have a role to play in encouraging people to go are engaged with, those who are offline will need online, given the strong attachment that many to play a key role in tackling digital exclusion non-internet users feel to the offline world. in Glasgow. These are peers and volunteers, Cheaper access to goods and services has long community groups, voluntary organisations, local been a benefit of digital access, but as the data in colleges, public libraries, post offices, Citizens this research shows it is currently only a secondary Advice Bureaux, GP surgeries, social workers, driver in encouraging people to go online. health visitors, housing officers and community Policymakers in Glasgow, and further afield, may development workers – people and organisations wish to consider the options available to them to who are known to and trusted by the individuals offer incentives to citizens to go online, without concerned. Previous initiatives to support citizens stigmatising or penalising those who do not. make challenging and difficult changes – such Addressing these issues will not be as the digital TV switchover programme – have straightforward. However, there is currently a real successfully worked through these intermediary impetus within the city to transform Glasgow into groups, who know individuals’ needs, preferences a ‘digital city’, and there has arguably never 30 Commentary and Recommendations

been a better opportunity to address some of argued that unless easy access to an affordable the problems described in this report. The drive broadband service is available then even a well- to increase digital participation fits clearly with targeted, nuanced and co-ordinated programme ’s key priorities around to address all of the other barriers to digital economic and social regeneration and with the inclusion is unlikely to be effective for many Council’s strategic theme of being ‘a city which residents. The innovative approach that has been looks after vulnerable people’25. As such, the adopted by GHA is therefore hugely welcome, and Council is currently in the process of finalising again we hope that the data in this report can its new ‘Digital Glasgow’ strategy, which is an help to inform GHA’s ongoing work in this area. ambitious programme comprising eight key work However, given the cross-cutting nature of streams: digital exclusion, it is essential that the different • Urban wireless/mobile organisations with an interest in improving • Broadband infrastructure broadband take-up in Glasgow – including private • Small Medium Enterprises/e-commerce and voluntary sector organisations and national bodies – work together to address this challenge. • Incubation and start-up The delivery of the City Council’s overarching • Citizen participation ‘Digital Glasgow’ strategy is to be guided by a • Training and employment Digital Glasgow Board, including representatives • Digital public services from a range of stakeholder organisations. It is vital that a similar joint-working approach is also • Benchmarking and impact assessment deployed to the specific question of improving It is the fifth of these work streams – ‘citizen digital participation. participation’ – which is most clearly related to Therefore, it is good news that a ‘Glasgow the issues described in this report, and we hope Digital Participation Group’ has recently been that the data presented here can play a useful established, involving the City Council, GHA, role in helping to inform the development of this the Scottish Government and others. This is vital work. important, as while the investments to tackle Meanwhile, Glasgow Housing Association digital exclusion which have already been made (GHA) has recently embarked upon a major by the Council and GHA are very welcome, programme to improve broadband access for the scale of the challenge suggests that some their 40,000 tenants. GHA are currently piloting additional resources from other organisations different options for how this connectivity might with an interest in this issue may be required. At a be delivered with the aim of providing free time of significant pressure on the public finances, internet access within tenants’ homes. The pilot this is not straightforward. However, there is a to develop the right solution for multi-storeys is case that could be made to a number of different being supported by the Scottish Government. The bodies for supporting activities to improve digital data from our research shows that cost is clearly a participation in the city. For example: significant barrier to digital participation for many citizens in Glasgow. Indeed, it could be

25 Glasgow City Council Strategic Plan 2012-17 Commentary and Recommendations 31

• The Scottish Government is overseeing a budget Finally, it is worth reflecting that while digital of more than £240 million to improve Scotland’s exclusion is a significant problem in Glasgow, it digital infrastructure26. This investment is is not the only place affected by these issues. extremely welcome and is to be commended, Much of the recent political and policy discussion but it must be reflected that comparatively on digital participation in Scotland has focused few resources are dedicated towards helping on trying to understand why Glasgow is ‘unique’ people get online and maximise the social in terms of its low broadband take-up. However, and economic benefits on offer. As the analysis of the Scottish Household Survey drive to increase digital public services in conducted by Ipsos MORI for this report shows Scotland continues the case for more Scottish that the problem of low take-up also affects a Government investment in digital participation number of neighbouring local authority areas, will become stronger, and it would be including Inverclyde, North Ayrshire, South desirable for a larger share of any future public Ayrshire and East Ayrshire. This suggests that investment in digital access in Scotland to be there is limited benefit in further research to try directed towards broadband take-up initiatives. to identify why Glasgow is so ‘different’ from Given that Glasgow is Scotland’s largest city other areas – as in reality, the differences with and has the lowest take-up of broadband in other nearby areas are not that great. Instead, the country it should be one of the principal, the focus should be on recognising the challenges and early, recipients of any new investment in and the drivers in Glasgow and seeking to address this area. them. There may also be benefit in some regional • The telecommunications industry and digital or cross-local authority activity to improving content providers would benefit significantly digital participation in the west of Scotland. from a large increase in broadband take-up in Meanwhile, if a successful strategy can be found Glasgow in the shape of new customers. As to tackle digital exclusion in Glasgow then this is such, there is a case for asking the industry to likely to be of great interest and value to other make a contribution towards broadband take- areas which are also struggling with this issue up initiatives in the city – either through direct – both within Scotland and across the UK. We financial support or through cheaper, collective hope that the research approach, findings and broadband tariffs negotiated on behalf of suggested solutions presented in this report, as citizens by local agencies. well as being helpful to Glasgow, will be seen as a • Other public agencies operating in the city, ‘case study’ – and can be of assistance and use to such as the NHS and registered social landlords, policymakers and practitioners who are interested would derive savings and other benefits from in improving digital participation in their own local more citizens in Glasgow being online – as it area or jurisdiction. would make their interactions with their service users quicker, easier and cheaper. Again, there is a case for these organisations helping to support initiatives to tackle digital exclusion in the city.

26 Scotland’s Digital Future – First Annual Progress Report and Update, Scottish Government, 2012 32 Commentary and Recommendations

– Consideration should be given as to how the group links in with other digital participation structures in Glasgow, including the Digital Glasgow Board, the Citizen Participation work stream in the City Council digital strategy, and Scotland-wide digital participation structures. – A key role for the group should be to help co-ordinate the activities of its different members specifically around digital participation, and identify opportunities for shared initiatives to maximise impact, avoid duplication and fill gaps in service provision. – As a first step in this process, the group should conduct a comprehensive mapping Recommendations exercise, to identify the full range of different digital participation initiatives currently being Based on the findings from our research, we offered or delivered in Glasgow. have set out four key recommendations which – Partners involved in the Digital Participation we believe can support the drive to tackle digital Glasgow group should seek to establish a exclusion in Glasgow and further afield. Glasgow Digital Participation Fund, which For Glasgow could be used to support joint initiatives to • The newly established ‘Digital Participation improve digital participation in the city. If Glasgow’ group should provide strategic the group was to constitute itself as a legal oversight and leadership to the goal of tackling entity, it could also apply for funds from other digital exclusion in Glasgow. sources, such as the Big Lottery. – The initial primary focus of the group – The group should create a single, citywide should be to tackle the barriers to digital ‘brand’ which could be used as a badge participation for those citizens who currently for all initiatives focused on tackling digital have no access to the internet at home. exclusion in Glasgow. The brand should emphasise the benefits and opportunities – The group should consider adding to its digital participation might offer and focus membership organisations with a stake in on different ‘hooks’, motivations or personal improving digital access in the city and who interests which may help to engage different can play a leading role in helping to achieve groups of citizens. Consideration should be this objective. This may include Glasgow Life, given the role that could be played by local digital content and infrastructure companies, ‘role models’ or ‘digital champions’. The the local voluntary sector, employer brand should tie in with the new ‘Digital organisations, and public sector service Scotland’ brand being developed at national providers including the health service and key level. City Council departments.

Commentary and Recommendations 33

– Partners should seek to identify how trusted For other areas intermediaries, such as voluntary workers, • Other areas in the UK where there is a low community development workers, health level of broadband take-up should consider professionals, librarians, social workers and whether the research model developed for housing officers, can help to deliver the this report could be used or adapted to help personalised, differentiated approach that is improve understanding of the reasons for digital needed to help different groups of citizens in exclusion in their area. Glasgow to get online. • Other areas where there is currently a low level – The group should use the data presented in of digital participation should monitor the this report to inform its activities to improve approach adopted by Glasgow to tackling this digital participation in Glasgow. issue, and consider what learning they might • If the innovative approach being adopted by draw from this for their own area. Glasgow Housing Association in offering free broadband connectivity to all of its tenants is successful then consideration should be given to how a similar offer could be made to other citizens in the city for whom cost is a major barrier to broadband access. The Carnegie UK Trust works to improve the lives of people throughout the UK and Ireland, by changing minds through influencing policy, and by changing lives through innovative practice and partnership work. The Carnegie UK Trust was established by Scots-American philanthropist Andrew Carnegie in 1913.

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