Profiling the non-user: Rethinking policy initiatives stimulating ICT acceptance
Type of work: Article (academic)
Categories:Digital Literacy | e-Government | ICT & Information Society | Participation & Uses
Business strategies and policies that were successful in increasing internet penetration in the early days may no longer be appropriate. This is most probably so in countries where a bigger proportion of the population is already connected to the internet. As more people are online, it becomes more likely that the remaining fraction of non-users is either hard to convince, under-skilled or simply lacking the financial resources to afford a connection. In view of this, a new policy approach is proposed to increase ICT acceptance. The approach is based on strategies of segmentation and differentiation. This entails that policy initiatives are specifically targeted towards different groups in the population. This article demonstrates that being a non-user can be explained by a combination of access problems, lack of ICT skills or rather negative attitudes towards ICT or by the outweighing effect of one of them. It also provides a framework for setting up new policy measures.