Customer Needs in the Age of the Mobile

1. Customer Needs in the Age of the Mobile Helen Milner 14th May 2014 Tinder Foundation makes these good things happen:

2. Tinder Foundation • We are a staff-owned mutual and social enterprise • Vision: A better world for everyone through the use of digital technology • Purpose: We make good things happen through digital technology

3. www.tindfoundation.org/DN

4. Goal is to create independent and confident internet users Not about broadband infrastructure Not about one-off usage

5. Local+Digital+Scale Optimised for mobile learning Free £232.4m

6. Moving people to online public services • No-one’s ‘spark’ to get digital skills is to interact with Government online (except to get a job) • After gaining digital skills via UK online centres (March 2014 data): • 81% visited central/local Government websites • 56% moved at least one (average 3.8) face-to-face or telephone contact to an online contact with Government • Calculation of £232.4m for 1.2m people (2010 – present)

7. Age of Mobile • 6 in 10 adults now use a Smartphone (Ofcom) • 53% of people use a mobile device to go online (Vodafone) • Number of people using a tablet to go online doubled (16% to 30%) since 2012 (Ofcom) • >⅓ of smartphone users use their phone to buy things online - up from ¼ in 2012 (Ofcom)

8. easier, quicker, more convenient, with simple, attractive interfaces, anytime, anywhere information, connections and transactions

9. Mobile: not a panacea for digital exclusion • However only 1.6% of people only go online using a tablet (OxIS) • It is a powerful tool to enable the transition online of a subset of those currently excluded • It’s not that the mobile broadband options aren’t available • It’s that the people who need these options don’t understand that these choices are there for them

10. Mobile broadband on a computer • CVs, letters, job applications, long and complex benefit forms - need a keyboard and a big screen • Choices: benefits of mobile internet via a MiFi or mobile hotspot (through their phone) to get online on a laptop • Flexibility of a pay-as-you-go broadband connection and/or a small top-up on a smartphone contract • For some people a telephone, committing to a contract is a significant factor preventing internet use

11. Partnership with Vodafone • Potential and the confusion of mobile internet   • Will help centres people get to grips with smartphones, tablets and MiFi (portable wifi hotspots) • Leaflets introducing the world of mobile broadband • A new, free online course, on Learn My Way • A ‘hands-on mobile’ pilot: centres given Vodafone smartphones, tablets, and MiFis to loan to local people • Vodafone’s new independent report called Mobile: A powerful tool for Digital Inclusion

12. Evidence: measuring impact • Learning Data: automated from Learn My Way, learners, learning activity, viewed at centre and UK-wide level • Surveys: Learner demographics (online survey) and Impact data (telephone) for progression to learning and employment, use of Government websites, information around confidence and wellbeing. In field 52 weeks a year. • Further impact evaluation: applying volumetricsto economic impact for Government; regular research projects eg social inclusion and digital inclusion, innovative health and digital outcomes

13. 1. Data: Learner, learning, course data • Learn My Way • Learners: personal planner, bookmarks, progress, badges • Centres: totals and per learner • National/Aggregated data • 135,320 people last 12 months, 12,930 in March • Logins: 141,789 • Favourite courses: 94,961 Online Basics, 66,376 email course • Website visits: 1m

14. 2. Surveys: online and telephone • Measures the learner profile • Including the % of socially excluded learners • Customer satisfaction • Including to what extent users felt the service helped them learn about computers/the internet or increased their confidence A monthly online learner survey among registered users of Learn My Way >7000 respondents per year Among those who opt in from the above, a telephone progression survey one month later >1200 interviews per year • Evidence of impact and outcomes • Progression into formal / informal learning • Progression into employment • ‘Quality of Life’: impact on skills and behaviour • Access to public services online and average no. of contacts shifted

15. 80% Socially Excluded

16. Quality of Life Any Positive Outcome: 91% Employment Progression 66% 95% Learning Progression 35% Base: All learners (1,270)

18. 3. Other Volumetrics, Financial impact, Deep evaluation

19. Survey data leads to measurement of economic impact: (1) Entered employment, (2) Started voluntary work, (3) Further learning, (4) Started a formal qualification Employment Progression Employment or Learning Progression Learning Progression Impact on employment and learning (>1,200 interviews a year)

21. www.tinderfoundation.org/Nation2020 A Leading Digital Nation by 2020 With current efforts there will still be 6.2m people in 2020 without basic online skills. The total investment required to equip100%of the UK adult populationwith the Basic Online Skills they need to regularly use the internet for themselvesby2020is£875 million. We suggest investment might be split equally between Government; the private sector, and the voluntary and community sector. The investment required to ensure a nation with 100% Basic Online Skills will be £292 million for each sector.

22. c. 10% left to reach In 2020 if carry on at pace and impact of present time (in UK)

23. Why wait?

24. 100% Ambition • Personalised internet for each individual: content, cost, access, interface, usability and user-confidence • Helping people to see the benefits of the web, to develop basic online skills and to find a personal broadband solution that works for them • It makes a 100% digitally enabled nation a reality and an ambition worth working for

25. People becoming a volunteer when he’s 93 years old as his mates aren’t getting the benefits of the web People helping job seekers to look for work online when they’ve not had a job for 10 years PEOPLE make good things happen People helping patients to use digital in the ward and take it home with them

26. Thank You helen@tinderfoundation.org @helenmilner on twitter tinderfoundation.org