Variance by Internet Non-User Segmentation

Table 4b examines the same reasons for not using the Internet as shown on the previous page, but narrows the focus to non-users as subdivided by the Internet Non-user Segmentation.

While the reasons for not using the Internet varies significantly by the non-user segmentation, it is noteworthy that “no computer/computer too old” leads the list of reasons provided for “near users” and a lack of interest or perceived need leads the list for “far users”.

• 30 per cent of “new near users” report “no computer/computer too old” as the main reason they have never used the Internet; 18 per cent cite a lack of interest or perceived need.
• Similarly, 31 per cent of “re-joining/accelerating near users” also reports “no computer/computer too old” as the main reason; 19 per cent cite a lack of interest or perceived need.
• By contrast, 36 per cent of “drop-out/infrequent users” cite a lack of interest or perceived need. However, only a slightly fewer, 30 per cent, report “no computer/computer too old” as the main reason.
• “Core non-users” are most likely to report that a lack of interest or perceived need (47 per cent) is their main reason; 16 per cent report “no computer/computer too old”.