Motivational barriers of non-users of the internet

Since August 2018, Good Things Foundation, Professor Simeon Yates (University of Liverpool) and BT have been working in partnership to conduct research into understanding motivational barriers of non-users of the internet.

Read the full report Read the summary findings

The research has identified the four main barriers people face to getting online:

It's not for me

These are non-users who state the internet is not for them or “people like me” and do not see the personal benefit in being online. They have had no real need or purpose by which to go online. As a result, they do not see how the internet can add value to their current situation. Some people within this group also have an underlying fear of using the internet. >

Read the 'It's not for me' personas

I don't have the right support

Some non-users of the internet report they do not have the right support. This could be access to the support they feel they need in order to get online, or the actual devices required to do this. 

 

Read the 'I don't have the right support' personas

It's too complicated

Another reason that non-users cite for being offline is that the internet is too complicated for them. This reason may be used so as to mask their own abilities if they do not have the skills to go online. These are not just basic digital skills but also an understanding of how the internet works. Importantly it may include the critical skills to judge digital content to stay safe online. 

Read the 'It's too complicated' personas

It's too expensive

The final barrier identified for non-users in this research is the cost of accessing the internet. This is related to the affordability of devices as well as connection costs for running these devices.

Read 'It's too expensive' personas

More about the research

Digital Motivation: What, who and why?
25 Feb 2019 | Blog
Tom French blogs about our research into the motivational barriers of non-users of the internet.

Interested in this project?

If you would to know more about this research project please contact - research@goodthingsfoundation.org