Experian highlight plight of 7.5m UK digital ‘dawdlers’
A new report compiled by Experian has highlighted the growing societal schism between those who have embraced digital technology and services and those left behind.
In the latter camp the global information services company identifies 7.5m Britons who have been ‘left behind’, classing these digital holdouts as ‘dawdlers’ whilst other segments of the population charge ahead as high usage ‘devotees’ or moderate ‘day-to-day doers’.
Richard Jenkings, senior consultant at Experian, remarked: “What we’ve found is that the ‘Digital Divide’ is a reality, with the population split into not two, but three levels of engagement with the digital world
“It would be easy to think that today we are all using digital technology for the same things and at the same rate of consumption. However, what we’ve discovered is that clearly isn’t the case.
“Internet connection speeds are shown to have an impact, but so do many other behavioural factors, including underlying attitudes towards technology. Some people are riding the digital wave, while others are at being left behind.”
Following its findings Experian is calling on businesses to tailor their approaches to potential consumers based on which category they are likely to fall under, warning that 15.6 per cent of the population are being cut off by age and a lack of know how or interest in new technology as well as patchy broadband performance.