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In the wake of Digital Britain, it’s clear one of the core challenges ahead lies not in the creation of infrastructures or content, but in winning over hearts and minds. 

The immediate reaction from media and the general public was certainly mixed, and focussed in on details of the £6 levy on landlines and skimming of the BBC licence fee.  But recent research has also revealed a significant job to do in getting stakeholders within parliament, local government and across industry on board with the report’s basic principles. 

Digital Britain’s first sentence places it at the heart of plans for economic recovery and future industrial competitiveness, but only around half of MPs (46%) and only one in three councillors (38%) think digital investment will help the UK recover from the economic downturn.  Similarly, at least a quarter of business leaders (27%) actively disagree ‘digital’ has any role to play in economic recovery. 

The figures come from ComRes and ICM, who conducted their surveys earlier this year for UK online centres.  The organisations runs a network of computer and internet support centres across England, and welcomed Digital Britain for its commitment to digital participation – making sure everyone gets the chance to make the most of technology. 

It’s an area which has caused further confusion for MPs, councillors and business people questioned earlier this year about their digital attitudes.  There was a fairly accurate picture of which groups might be digitally excluded, with those on lower incomes or at any other disadvantage accurately identified as those most likely to be left on the wrong side of the digital divide.  Yet the link between social exclusion and digital exclusion is not universally accepted, with only 60% of MPs, 55% of councillors and 55% of business leaders believing the internet could help to level the playing field and bridge class divides.  There is also considerable confusion over what digital exclusion actually means, with most believing that not having access to the internet in the home is the ultimate definition of exclusion. 

For MPs and Councillors, there are significant attitudinal differences between the political parities.  The ComRes stats show Labour MPs and councillors are most likely to see digital matters as key to economic recovery and recognise its social impact, with their Conservative counterparts most likely to disagree it has either an economic or social role to play. 

Meanwhile ICM found leaders from large businesses are more likely to take a more serious view of the size and impact of the digital divide than small businesses.  The good news from industry, however, is that a resounding 70% of business leaders see a strong economic case for businesses to get involved and support digital inclusion initiatives. 

Helen Milner, Managing Director of UK online centres said:  “Anyone who hasn’t used computers or the internet in three months or more is officially classed as ‘digitally excluded’, and that applies to 29% of the population.  It’s been fantastic to see the economic and social impact of that recognised in mainstream policy for the first time within Digital Britain.  However, it’s clear that not everyone we need to be on board to achieve its vision is ready to set sail.  There is a big job ahead to communicate not just Lord Carter’s plans but the basic issues to some very key stakeholders.  Without the buy-in of cross party MPs, councillors and especially businesses, the growth of a ‘digital’ Britain will continually be stunted, and the opportunity Digital Britain presents will be lost. 

“What the digital agenda really needs now is some consistency – across local authorities, government departments, constituencies, and political parties.  Perhaps the first step towards consistency is where it sits within government itself.  Mandelson’s BIS (Department for Business, Innovation and Skills) has embraced the economic elements of digital investment, but in the aftermath of the reshuffle digital inclusion has lost its Minister, and several weeks on remains floating homeless between departments.  If there is still confusion amongst those closest to the issues, engaging the hearts and minds of others – from the public sector to the general public - will remain the biggest digital challenge of all.”

For more information on this press release, please contact Abi Stevens on 0778 666 0689. 

Notes to editors:

ComRes report:

• ComRes interviewed 479 Councillors in England and Wales by online surveys between 29^th January and 12^th February 2009.  Data were weighted to be representative of all Councillors in England and Wales by party and region.  ComRes is a member of the British Polling Council and abides by its rules. 
• ComRes surveyed 154 MPs on the ComRes parliamentary panel between 19^th January and 9^th February by self-completion postal questionnaire. Data were weighted to reflect the exact composition of the House of Commons in terms of party representation and regional constituency distribution.
  

ICM report:

• ICM interviewed a quota sample of 505 decision-makers within businesses online on 12 to 16 June 2009.  All respondents are members of ICM’s BusinessVista online community.  Quotas were applied to company size to ensure that a robust cross-section of businesses were included in the survey.  A total of 262 were achieved with small businesses, 134 with medium sized, and 109 with large businesses.  Interviews were proportionally distributed around the country and in the main sector of the economy. 
  

UK online centres:

• UK online centres provide millions of people with access to technology and support in using it.  They offer free or low cost access to the internet and email, deliver online courses and encourage people to progress onto further learning.  For more information please visit www.ukonlinecentres.com.  UK online centres are managed by Ufi, the organisation also behind learndirect