Get Serious About Broadband Says Onzo

Onzo, the global designer of behaviour-changing devices for the home, has commented on a report  published by Ofcom, the communications regulator, which analysed the motivation of the 17m people (30 per cent of the population) who still do not have internet access.

The report finds that 43 per cent of this group would chose to remain offline even if they were given a PC and provided with a broadband connection.  When asked what would make them change their minds, only nine per cent said the offer of free equipment would be influential, while free training in computer use would be of interest to a mere 11 per cent.  The great majority – 42 per cent – said they had no need for and no interest in, the internet.  Most of these are probably elderly, as 61 per cent claim never to have used a computer.

Although one in five of those without internet access said they intended to remedy the situation within the next six months, these findings will come as a disappointment to the government, which is anxious to transact as much business with the public as possible over the internet.   This week the Communications Minister, Lord Carter of Barnes, published the final version of his “Digital Britain” report, which set out plans for the provision of broadband as a universal service. According to Ofcom, broadband is becoming increasingly critical to people’s ability to participate in the economy and society.

It may be, however, that the way in which both minsters and the regulator have argued the merits of broadband have contributed to this sense of indifference and even hostility among a substantial minority of the population.  The stress laid upon the provision of existing official services online: passport and driving licence applications and tax returns to name but a few, has given the impression that the government is attempting to coerce the public into changing its behaviour in order to cut costs.  In some cases this feeling is bound up with discontent about services being taken away from valued local post offices. There is also some apprehension that the government will take advantage of the internet to increase its intrusion into people’s lives.

Onzo is conerned there is a real danger in all this that a great opportunity may be lost.  The provision of broadband as a universal service, akin to gas, electricity and water, will make possible the development of a whole range of valuable in-home services, of which home health is one of the most obvious examples, that will benefit the most vulnerable elements in society, many of whom are those most sceptical about the benefits of the internet. 

Ofcom has said that “some creativity will be required if we wish to capture the imaginations of those who have yet to engage with the benefits the internet may bring”.  Yet “Digital Britain” fails to identify the most valuable of these services, preferring to concentrate on  uses many might consider frivolous, such as online shopping and home entertainment.  Onzo believes a much more serious approach is required.