Bridging the Digital Divide
James Gore
Last year an ONS report found that 7.5 per cent of UK adults had never used the internet, with the number rising for older age groups and amongst the disabled. COVID-19 has brought this digital divide into even sharper focus, with vital services such as education and healthcare being delivered digitally during lockdown. At the same time, many clubs and societies have moved their meetings online, further exacerbating the risk of social exclusion for those unable or hesitant to embrace new technology.
But it is not all bad news. The constraints created by our response to COVID-19 could act as a catalyst to accelerate digital inclusion efforts and encourage more people to take their first steps online. So how can we make sure our engagement plans are accessible for digital newcomers while ensuring we don’t leave behind those still waiting to take the leap?
Most importantly, we should think of digital as just one tool in our kitbag to be deployed alongside more traditional methods. Receiving feedback by email or via an online form can make analysis easier but offering a phone line for those without internet access should also be considered. Similarly, making information on your Town Investment Plan available on a dedicated website or page makes it easier for internet users to find what they need – but complement this with a print newsletter or posters in public places such as libraries and GP surgeries. Some towns have even made use of vacant retail units to showcase proposals or worked with local markets to help spread the word.
More direct routes may be available by working with community groups and voluntary organisations who can help you contact otherwise hard to reach groups. Similarly, housing associations may be willing to survey their residents as part of their own regular outreach activity. Local newspapers can provide a platform for you to communicate project milestones to the residents of your town, so ask your communications colleagues to consider approaching editors of key publications. They are often just as passionate about your town as you are, and by briefing them on your vision and objectives you could gain a powerful advocate.
Distributing materials by post can be costly on a large scale, but mapping software from the Royal Mail and other providers enables precise targeting of areas where engagement may be lower than average. Setting up a Freepost address and making feedback forms easy to complete will help to increase your response rates.
All of these ideas will help you reach residents who lack access to the internet. But what about those who lack the skills or confidence to engage online? That’s where the design of your digital engagement has a part to play. Make sure websites and surveys are simple and easy to use. Keep the clicks required to reach important information to a minimum and make sure your content works across all popular browsers (including older versions).
Finally, think about how you can work with stakeholders to improve digital skills in your town (for example, Age UK offers courses for older people using computers for the first time with ‘digital champions’ available to provide face-to-face support). Building community capabilities now will deliver even more comprehensive engagement in future.