What do digitally disadvantaged consumers look like?

Although 38m people in the UK have access to the internet, there are still 24m who remain unconnected and can't benefit from the opportunities that new technologies bring. With UK consumers spending £38bn online in 2009, or an average of £1,102 per shopper, this is a vast untapped market.

But before you can target digitally disadvantaged consumers you need to know who they are – from their age and where they live, to their disposable income and brand preferences – and what’s stopping them from going online.

This 2010 presentation from marketing services provider Callcredit Marketing Solutions profiles the offline community, reveals the main obstacles to uptake – availability, affordability, capability and relevance – and uses consumer data to profile the key groups.

It also looks at the changing face of customer relationship models and the techniques needed to engage with the new breed of consumer, both on- and offline.

Key facts include:

• Up to three million homes in the UK are in so-called broadband ‘not spots’.

• The Government’s Universal Service Commitment pledges to provide  universal broadband by 2012.

• Economic and social disadvantage is linked with lack of basic use of the internet, and those most likely to lack online access are in the low-income unemployed; elderly, disabled and retired; and the educationally disadvantaged social groups.

• Customer engagement models are changing whether or not the consumer has internet access, with greater emphasis on customer-specific data and tailored messages.

This presentation was given at the Targeting the digitally disadvantaged workshop at the Mail Media Centre on 13 July 2010. Contact us to find out about similar future events.