Friday, September 27, 2013

15% of American adults do not use the internet at all, and another 9% of adults use the internet but not at home

Don't we all love the talking about the latest thinking in social media and debating the importance of mobile and the challenges of multi - channel marketing. I do. I think it is terrific fun but I have to keep anchoring my thinking in reality.

We must never forget that a very large group of people never even venture to connect to the Internet. There is an even larger group with limited understanding of what they are doing and fearful of finance transaction and anything more complex than using e-mail and Google.

Pew has just published the latest research from the US that explains the levels and reason for digital exclusion.

Just because a quarter - maybe a half of the adult population lack digital skills doesn't mean that we should limit our use of online but we need to be realistic that when we are talking about the latest use of Facebook and Twitter these comments are only applicable to a minority.

Of course the majority of those with low digital skills are older but you don't need me to remind you that they are also, on average, a more wealthy sector of consumers. Dick Stroud

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