THE UNCONNECTED 19% of the

population do not use the Internet

42% 58%

Female biased with 55% of the unconnected over 65 yrs old

15 - 17

18 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65+

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

Over a quarter of the Unconnected have a computer

and three quarters of them have a mobile phone in the household

0% 10% 20% 30% 40% 50% 60% 70% 80%

SATELLITE TV

CABLE TV

FREESAT

MOBILE PHONE

PERSONAL COMPUTER

Access to Technology

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

UNEMPLOYED RETIRED LONG TERM ILLNESS ORDISABILITY

Full Time Work

% who are Unconnected

Almost 50% of retired people are unconnected , a quarter of the unemployed and almost 4 in 10

of those prevented from working due to illness or disability. This compares to 7% of those in full

time work.

0 0.5 1 1.5 2 2.5 3

GCSE/O-LEVEL/CSE

VOCATIONAL QUALIFICATIONS (=NVQ1+2)

A-LEVEL OR EQUIVALENT (=NVQ3)

BACHELOR DEGREE OR EQUIVALENT…

MASTERS/PHD OR EQUIVALENT

OTHER

NO FORMAL QUALIFICATIONS

STILL STUDYING

Unconnected Index

0.6 0.7 0.8 0.9 1 1.1 1.2 1.3 1.4 1.5

NORTH

NORTH WEST

YORKS & HUMBERSIDE

WEST MIDLANDS

EAST MIDLANDS

EAST ANGLIA

SOUTH WEST

SOUTH EAST

GREATER LONDON

WALES

SCOTLAND

Unconnected Index

Scotland and Wales show the highest index of non connection

People with no formal qualifications over index by a

factor of 3

0% 5% 10% 15% 20% 25% 30% 35% 40%

MARRIED/CIVIL PARTNERSHIP -Parent/Guardian

MARRIED/CIVIL PARTNERSHIP - NotParent/Guardian

LIVING TOGETHER - Parent/Guardian

LIVING TOGETHER - Not Parent/Guardian

SINGLE - Parent/Guardian

SINGLE - Not Parent/Guardian

WIDOWED/DIVORCED/SEPARATED -Parent/Guardian

WIDOWED/DIVORCED/SEPARATED - NotParent/Guardian

Population

Unconnected

Not surprisingly the largest area of overrepresentation is Widowed/Separated or Divorced non-parents

71% of the unconnected occupy Social Grades C2,d or E

The unconnected are more likely to shop at ASDA, CO-OP or MORRISONS than TESCO or SAINSBURY'S.

Advice from family and friends and brand experience are the things that influence the unconnected most in their choice of product or retailer

Only 7% of the unconnected think their financial situation will improve

The data above is taken from The British Consumer Index 2012 up to October 2012. All data is collected by face to face in home interviews from a representative sample of the British Population and based on 55,632 individual interviews. For further information on internet access and use or any of the other data collected see www.bcindex.co.uk or email: info@thebps.co.uk or call 01480 210010

© The British Population Survey November 2012

According to Acorn, the more wealthy segments are more likely to be connected

Mosaic segments N and I are the biggest groups of unconnected

0%

2%

4%

6%

8%

10%

12%A Alpha Territory

B Professional…

C Rural Solitude

D Small Town…

E Active Retirement

F Suburban…

G Careers and Kids

H New HomemakersI Ex-Council…

J Claimant Cultures

K Upper Floor Living

L Elderly Needs

M Industrial…

N Terraced…

O Liberal Opinions

0.5 0.7 0.9 1.1 1.3 1.5 1.7

1 Wealthy Achievers

2 Urban Prosperity

3 Comfortably Off

4 Moderate Means

5 Hard Pressed