Variance by Internet Non-user Segmentation
Broad attitudes are far less positive and urgent among “far users”
compared to “near users”. However, results are not as polarized
as might be expected. A significant number of “near users”
report little interest in the Internet despite reporting an expectation
to use the Internet or use it more regularly in the next year. At the
same time, an equally significant number of “far users” report
interest in the Internet or report an expectation to begin using the Internet
“at some point” [Table 3].
This result is indicative of the complexity of motivations and perceptions
that play a role in determining the likelihood of usage. It is this complexity
that precipitated a more in-depth quantitative and qualitative examination
of barriers to Internet usage.
- 48 per cent of “new near users” disagree they have “no
interest in using the Internet”, however, 31 per cent agree.
- 58 per cent of “re-joining/accelerating users” disagree
that they have “no interest in using the Internet”. On the
other hand, close to one in four (24 per cent) agree.
- 66 per cent of “new near users” agree that at some point
they will have to begin using the Internet. However, 20 per cent disagree,
not experiencing the same imperative, though they expect to begin using
in the next year.
- 64 per cent of “core non-users” agree they have “no
interest in using the Internet”. That being the case, a sizeable
one in four (25 per cent) of these most distant non-users disagree,
reporting interest in the using the Internet. Disagreement rises to
36 per cent for “drop-out/infrequent users”.
- 47 per cent of “drop-out/infrequent users” report that
at some point they will have to start using the Internet. One in five
“core non-users” (19 per cent) also agree.
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