By Devendra Shrikhande, Senior Project Manager
According to National Technology Scan, a study conducted by Parks Associates, approximately 18% of U.S. households (20 million in all) are without Internet access. While this number has shrunk from the 29 % (31 million homes) at the end of 2006, we are seeing the adoption curve flatten a bit as only seven percent of the 20 million “disconnected” homes plan to bridge the digital divide.
Another interesting fact is that 21% of respondents have never looked up a Web site or information on the Internet and 22% have never sent or received an email. And nearly one of out of three households has never used a computer to create a document! I am sure most of you share my surprise at these numbers.
While overcoming the digital divide is a complex issue that has substantial social overtones , one cannot escape the business implications of such statistics.
In other words, if you are placing an emphasis on using the online channel to connect to your audience and deliver value to your market, are you automatically ignoring 18% of it?
Well, not exactly, because this number can either fall or rise based on the market you are targeting. It is an unfortunate reality of the digital divide that while education and income levels are directly proportional to internet access and computer use, the relationship is inverse with reference to the user’s age (the internet is used less by older adults).
So in terms of commerce and industry, online initiatives engage a comparatively target-rich environment, but we also need to be aware that for certain areas of our services, our spread may not be as wide we perceive it.
Is this a disadvantage? Not necessarily so – as I think there is a potential for a portion of an untapped market. If we do a better job of coordinating our online and offline processes, we can help shape the opinion of those that do not perceive the internet and computers delivering sufficient value.
Bridging the digital divide requires a combination of forces working together. While the government can certainly address certain social aspects of the disadvantaged, technology and individual entities do also have a role in helping deliver change and add to the quality of life.
