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	<title>Digital Marketing Blog for Small Businesses (SMEs) &#187; digital future</title>
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		<title>Digital Britian Report: The digital divide</title>
		<link>http://www.thedigitalconsultant.com/blog/2009/06/16/digital-britian-report-the-digital-divide/</link>
		<comments>http://www.thedigitalconsultant.com/blog/2009/06/16/digital-britian-report-the-digital-divide/#comments</comments>
		<pubDate>Tue, 16 Jun 2009 12:41:02 +0000</pubDate>
		<dc:creator>Jeremy</dc:creator>
				<category><![CDATA[Online developments]]></category>
		<category><![CDATA[Social media]]></category>
		<category><![CDATA[digital]]></category>
		<category><![CDATA[digital britain]]></category>
		<category><![CDATA[digital future]]></category>
		<category><![CDATA[digital inclusion]]></category>
		<category><![CDATA[digital solutions]]></category>
		<category><![CDATA[uk government]]></category>

		<guid isPermaLink="false">http://www.thedigitalconsultant.co.uk/blog/?p=23</guid>
		<description><![CDATA[The UK government, as I am sure all governments are, is concerned about the digital divide. The divide of people who are technically competent and the technically inferior. The Digital Britain report was published last Tuesday, a road map set out by the government for the digital future of Britain. We won&#8217;t discuss the ins-and-outs [...]]]></description>
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<p>The UK government, as I am sure all governments are, is concerned about the digital divide. The divide of people who are technically competent and the technically inferior.</p>
<p>The <a href="http://www.culture.gov.uk/what_we_do/broadcasting/5631.aspx">Digital Britain</a> report was published last Tuesday, a road map set out by the government for the digital future of Britain. We won&#8217;t discuss the ins-and-outs of whether digital is a good/bad thing. We sit firmly in the good camp.</p>
<p>The government has promised to give all UK homes a minimum of 2Mbps broadband. The leading digital inclusion charity, <a href="http://www.citizensonline.org.uk/">Citizens Online</a>, say this is not good enough. We&#8217;re inclined to agree! 2Mbps is too slow!</p>
<p>Debate aside, even if the government do achieve their goal, will people use it? Let&#8217;s have a look at how these digital &#8220;luddites&#8221; could be divided:</p>
<p><span id="more-23"></span></p>
<p><strong>The uninformed</strong></p>
<p>For those outside of the digital industry a lot of what we, inside, talk about is a whole different language. Make something relevant to them and people will take an interest. People need to have a motivation to do something rather than be told they <strong>must </strong>do it.</p>
<p>That might be &#8220;I need a job and need to know how to email&#8221; or &#8220;I want an easy way to connect with friends across the global and find out what they are up to&#8221;. There are plenty of digital solutions that work great, until people are informed about these then we cannot place an expectation for them to know.</p>
<p>It&#8217;s fair to say, digital is all over the press, Facebook and Twitter two of the biggest. So it&#8217;s quite difficult not hear mentions of it. But is there a need to know how to use twitter? Perhaps not. But the need of basic computer skills and writing an email, for example, are skills needed in today&#8217;s age, ss much as reading and writing.</p>
<p><strong>Solution: </strong>Make it accessible, make it friendly, make it easy. There are too many arrogant people in the digital industry that hold the common person over a barrel with their &#8220;knowledge&#8221;. Luckily there are just as many who want to help.</p>
<p><strong>The fearful</strong></p>
<p>People who fear technology are likely to do so because they don&#8217;t understand it and become frustrated when people are telling them that &#8220;they <strong>have </strong>to be on Facebook&#8221;. They may not see the benefit or show an unwillingness to understand the benefit stating that their &#8220;life has been perfectly fine until now&#8221;. Digital technology does not have to take over your whole life, it can be about improving and enriching your experiences.</p>
<p><strong>Solution: </strong>Inform, much like you would the uninformed. If people can understand the benefits outside of what the cynical media channels tell them then this is a great step. From then on it&#8217;s about showing them how.</p>
<p><strong>The ambivalent</strong></p>
<p>What, there&#8217;s a thing called the Internet? There&#8217;s probably, hopefully, not a lot of these people around. But it is likely that this group are late adopters of technology. Not a threat to development but probably will be the last to arrive.</p>
<p><strong>Solution:</strong> Buy them a laptop for their next birthday</p>
<p><strong>The resistant</strong></p>
<p>This group are going to be the ones who will cause the most trouble. Think the <a href="http://en.wikipedia.org/wiki/Luddite">Luddites</a> of the early 19th century! Riots on the streets (OK, perhaps a little dramatic). These people will probably under up living underground &#8220;<a href="http://www.imdb.com/title/tt0106697/">Demolition Man</a>&#8221; style.</p>
<p><strong>Solution:</strong> Help show the benefits that digital technology can bring to lives and realise it doesn&#8217;t have to be all consuming. There is an off switch, well for now there is <img src='http://www.thedigitalconsultant.com/blog/wp-includes/images/smilies/icon_wink.gif' alt=';-)' class='wp-smiley' /> .</p>
<p>This post was written by Jeremy Jacobs, owner of <a href="../../">The Digital Consultant</a><br />
<br />
<img src="http://www.thedigitalconsultant.co.uk/images/header/find-out-more-header.png" alt="Find out more" /></p>
<ul class="find-out-more">
<li>The Citizens Online <a href="http://www.citizensonline.org.uk/conline/news/display?contentId=5677">article on the Digital Britain report</a>.</li>
</ul>
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