The UK Goes Online
Wherever you look, British society is embracing the information and communication technology. UK internet access is above the EU average. There are an estimated 31 million internet users in the UK. Nearly 14 million households in the UK have access to the internet; with around 69% of these using a broadband connection (ONS: 2007). Almost 45% of households have access to a combination of the internet, a digital television service and a mobile phone.
People in the UK do a range of things when they get online. Social networking is popular amongst UK web users. Social networking sites pepper the list of the top 20 sites visited in the UK, and 61% of young people in the UK have a profile on a social network site (Guardian: 2006). Seventeen million people do banking online; 2 million more than those using the telephone to do similar transactions.
In the educational sector, over 99% of primary and secondary schools have broadband connectivity of 2 Mbps or better (Becta: 2006). A majority of school teachers make regular use of ICT as a teaching aid, and most teaching staff were considered by their school to be confident users of ICT.
National newspapers have spent millions of pounds on setting up online versions of their printed output, and developing their portfolios with web-exclusive content. Consumers have responded; in March 2007, The Guardian had over 15 million unique users, Times Online had eight million and The Sun had seven million (ABCe: 2007).
The internet has also forced UK broadcasters to rethink distribution and how to have a better level of interaction with users (who not so long ago were regarded as ‘audiences’). For example, in March 2007 the BBC struck a content deal with Google’s YouTube.com, a popular video sharing website. Primarily a move with promotional value for the BBC, it was also about reaching consumers who in increasing numbers are not turning on their televisions.
Businesses in Britain have realised the need to quickly adapt to the internet. In 2006, British advertisers spent over £2 billion on online advertising; this was double the global average (IAB: 2007). In the same year, UK consumers spent £10.9 billion online (Verdict Research: 2007). However, corporate enthusiasm is only partly to do with responding to changing consumer behaviours. Evidence suggests that there are significant productivity gains associated with more widespread use of the internet by employees within firms (ONS: 2007). Indeed, the Government has set the UK the target of becoming ‘the best environment in the world to do e-commerce’.
As a provider of information and services, the Government has also gone to lengths to utilise the internet. Though initiatives are often criticised for their cost and the quality of delivery, satisfaction and loyalty among e-Government users is generally high. In the year to July 2005, 90% of users rated services as generally good, while 91% indicated they would continue to use e-services in the future (ONS: 2007).
There are obviously limits to this penetration of the internet into British life. There are significant digital inclusion issues that must be addressed. ICT access is lowest for those at risk of social exclusion, particularly working-age people without qualifications, those in social housing, and the elderly. In an age of supposed ‘digital ubiquity’, one in twelve households does not have access to any ICT facilities (ONS: 2007).
Nevertheless, the UK does have an impressive online CV in media, commerce, education and public service provision. This makes our record on online engagement – ‘eDemocracy’ if you will – all the more disappointing. Why, with all this potential demand and the ability to supply, is this area of our polity so underdeveloped?
