Digital Inclusion: Evidence

Royal Society, Edinburgh 26 July 2013

1m people learning & getting online* UK online centres: April 2010 – July 2012

25 July 2013:

Setting the context

For most citizens the internet is part of everyday life:

• UK consumers buy the most online per capita globally– (Boston Consulting Group “The internet economy in

the G20”, 2012)

• 82% of internet users say they have saved money in the last six months by using the internet with 46% saying they’ve made significant savings– (Ofcom UK Adults’ Media Literacy Report, 2011)

UK online centres users lives – before and after

0%

20%

40%

60%

80%

100%

I do not feel concerned about my levels of qualifications ,training or skills

n=75

I do not feel concerned about my work position

n=51

I do not feel concerned aboutmy health

n=75

I felt part of my local community

I communicated as much as I would have liked

with my family

I communicated as muchas I would like to with friends

"Yes" Before "Yes" After

“Does the internet improve lives?” Freshminds April, 2009

Communicate more

Feel more connected to local community

Feel less concernedabout skills, workand health

Comparison before and after using the internet

72% of employers won’t interview entry level candidates who didn't have basic

digital skills

ICM/UK online centres survey, February 2012

But, 16m UK adults are not frequent and competent internet

users

Who is excluded• 21% of adults are not regular internet users

(BBC), meaning that 1 in 5 do not use the internet.

• Of those:• 71% are in social group C2DE• 51% over 65• 50% have no qualifications

2012 data

Goal is to create an independent and confident internet user

A nation of digital citizens

It’s about depth and breadth of use use

Data source: Ofcom Internet use & attitudes 2012

15%

19%

35%

50%

47%

34%

Scotland & Digital Exclusion• Broadband take-up in Scotland is 61% (10%

lower than UK average of 71%)• Glasgow, Clyde & Lanarkshire: take-up is 53%

(20% below the England average)• Take-up in rural Scotland is 60%• 29% of Scottish people use internet banking

compared to 43% UK wide• Use of online local Government services: in

Scotland 13%, in UK 26%

Three main barriers why PEOPLE aren’t online

Freshminds 2007 and 2009

How? Simple approach

Increase how will people access the internet, at home or at ‘access points’Inspire people

to see that ‘spark’ and see that the internet is useful and necessary

Train people to use the internet and build their confidence so they want to keep using it and learning more

What do we do?

integrated products, support and services

5000 hyper-local UK online centresCentre search and free phone number search

www.ukonlinecentres.com/centresearch or 0800 77 1234

313 Access Points in Scotland

No such thing as a typical centre.All centres do something else (and support digital skills).Most centre partners run outreach sessions in care homes, pubs, clubs, village halls, mosques, churches, social housing, et al

Networks within the network• We provides tailored support for local centres who

specialise on helping certain groups of people who have specific needs. Four specialist networks:– Into Work (to help unemployed people)– Disabled People’s network– Older People’s network– Carer’s Network (to support people caring for others)

• Community Capacity Builders are local hubs that we help to develop the digital inclusion support activity of other local organisations – both to engage hard-to-reach people

Free online courses for digital inclusion, financial inclusion and employability - www.learnmyway.com

Optimised for mobile learning

Learn My Way – automated data collectionA registered person has a personalised learning tracker

and all progress data is also stored by OCF

Learn My Way – automated data collection

All centre partners have own code which tags a person to a local partner when helping someone to register on Learn My Way.All partners then have local data dashboards for their own data – automated by us.

An integrated CRM

• Used daily by the Tinder team• Stores all basic information about all of the

hyper-local partners (address, phone number, email address, etc); feeds web search and APIs

• Record of all contact with the partner and the details of that, including all training taken by volunteers, campaigns taken part in, grants

• All Learn My Way learning data is also recorded in the CRM so the Tinder team can tailor support for the partner depending on their needs

Network Communications – online!

Support for volunteers and centre staff

• Training for staff and volunteers• Webinars on range of subjects including ‘how

to support people to learn about the internet’ as well as ‘how to fund raise’

• 45 minute ‘digital champion’ volunteer online course (free)– http://ukonlinecentres.learningpool.com/

National + Local Campaignseg Get Online Week & Baking with Friends

Grant funding for local centres

• We provide grants to around 5% of the network

• For example in March/April 2013 we have provided £1.6m to 200 centres (out of a network of 5,000)

• Grants are designed to support digital inclusion, however are small in size to reduce the risk of local dependency of this funding

BUT, it’s all about a shared goal and dialogue

• Centres do not pay to be part of the network• The centres and Tinder have a common vision and

a common goal to reduce digital exclusion• The thing the centres value the most is ‘feeling

part of a network’• We talk to centres on the telephone every day,

reaching around over 150 every week• This dialogue drives an iterative improvement in

our work so that resources are used for maximum impact

Digital skills for community orgs as well www.communityhowto.com

Measuring impact

1m people learning & getting online* UK online centres: April 2010 – July 2012

25 July 2013:

Measuring impact? One way we did it

Measures and evaluation

• Online data – across UK online centres via Learn My Way (daily, available at centre level)

• Learner surveys – “user survey” (demographics, motivations) and “progression survey” (impact and subsequent action) online and phone, independently coordinated (monthly, available at centre level)

• Impact measures – local evaluation and nationally assessed/replicated

Clive: Employment• Clive was made redundant at 56.

He has now found work• One unemployed person costs

the government £8,000 a year• 8% of 1m UK online centres

helped got a job = 80,000 people• 80,000 people @ £8,000 each =

£640m

£640m

Roger: Homelessness• Roger was homeless for ten years

and is now working and helping others

• 2% of UK online centres’ users are homeless = 20,000 of the 1m

• Homelessness costs Government £26,000 a year

• Savings from Roger’s moved to home and employed = £260,000 over ten years

• If all 20,000 moved to homed = £520m in one year

£520m

Norah: Health• Since getting online 78 year old Norah

has lost weight and her diabetes has much improved

• By getting online and reducing her symptoms, Norah alone will be saving the NHS £5,000 a year for the rest of her life

• If just 1% of UK diabetes sufferers were similar to Norah, saving = £145m a year

• Norah has also improved to her arthritis and high blood pressure

£145ma year

Cheryl: Volunteering• Cheryl had been out of work for 15

years and she began learning at her local UK online centre

• Since then, she has supported hundreds of people to do more online

• Volunteering provides a value of £18 billion to the UK economy each year, each volunteer provides a value of £1100

• 25,000 volunteers in the UK online centres network who contribute £27.5m a year

£27.5m a year

Increasing participation: Who is getting supported in UK online centres?

Survey results January 2013

Socially Excluded 83% Receiving any benefits

57%

Unemployed 47% Educated below level 2 (not ‘graduated’)

50%

Household income <£9,999

28% Disabled 29%

Aged 65+ 16% Black, Asian & Minority Ethnic Groups

16%

What do they do with their new skills?Survey results January 2013

Any positive outcomes 96%Progression to employment/employment activities

65%

Voluntary work 11%Move from unemployed to employed 5%Did further learning 50%Did more hobbies 46%Used Government websites 73%Feel more confident going online 93%Learner satisfaction 99%

Moving people to online public services

• No-one’s ‘spark’ to get online is to interact with Government online (except job related)

• After gaining digital skills via UK online centres (July 2013 data):– 81% visit central/local Government websites– 56% have moved at least one face to face or

telephone contact to an online contract with Government

– average contacts moved online 5.8 per month

What’s special about us?

Structured + FlexibleNational + LocalScale + Personal

Products & Tools + Capacity BuildingLeadership + Enabling

Tinder Foundation “network effect”

• Through a two-way exchange OCF discovers local innovation, productises it and seeds it (where possible and relevant), and then scales it for maximum effect

• This triples the impact – amplifying what would have happened without this support

• OCF leads local partners to help more people, faster (more quickly) and with deeper impact

Evaluated by Dr Alice Mathers

Please get in touch

helen@tinderfoundation.org@helenmilner on twitterwww.tinderfoundation.orgwww.ukonlinecentres.comwww.learnmyway.comwww.communityhowto.com