At the same, it would be a mistake to assume that all Internet non-users are simply Luddites (oppose new technology). Where there is value and convenience of a service, coupled with an extended period of familiarity with a new technology (one that is available at a reasonable price), a significant number of non-users use the technology at similar levels as users. At the same time, and this is important for both policy makers and the market, there is a significant minority who do not use such technologies. This could be due to time lag in adoption, disinterest, inability to use the technology due to very real, deep-seated structural barriers such as cost and illiteracy, among other reasons.