Profiling the non-user: how can policy initiatives stimulate ICT acceptance based on the 'relative utility' approach?

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 larger part of the citizens is already connected to the internet. As more people are online, it becomes more likely that the remaining fraction of non-adopters is either hard to convince, under-skilled or simply lacking the financial resources to afford a connection. In view of this, we propose a new policy approach to increase ICT acceptance. The approach is characterized by the intermediation of industry as well as social and professional organizations. In addition, the measures developed within this approach are based on strategies of segmentation and differentiation. This entails that product offerings are specifically targeted towards different socio-demographic groups in the population.In this paper we discuss the results of a research project comprising both quantitative and qualitative research. An important goal of the research was to investigate the relation between the socio-demographic and socio-economic characteristics of non-users and their profiles in terms of access levels, ICT-skills and attitudes towards ICT. In this paper we demonstrate that being a non-user can be explained by a combination of these aspects or by the outweighing effect of one of them. Furthermore, we found evidence that similar social groups indeed yield similar profiles in terms of access, skills and attitudes. We also clarify how the results can serve as input for new policy initiatives concerning ICT acceptance.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 larger part of the citizens is already connected to the internet. As more people are online, it becomes more likely that the remaining fraction of non-adopters is either hard to convince, under-skilled or simply lacking the financial resources to afford a connection. In view of this, we propose a new policy approach to increase ICT acceptance. The approach is characterized by the intermediation of industry as well as social and professional organizations. In addition, the measures developed within this approach are based on strategies of segmentation and differentiation. This entails that product offerings are specifically targeted towards different socio-demographic groups in the population.In this paper we discuss the results of a research project comprising both quantitative and qualitative research. An important goal of the research was to investigate the relation between the socio-demographic and socio-economic characteristics of non-users and their profiles in terms of access levels, ICT-skills and attitudes towards ICT. In this paper we demonstrate that being a non-user can be explained by a combination of these aspects or by the outweighing effect of one of them. Furthermore, we found evidence that similar social groups indeed yield similar profiles in terms of access, skills and attitudes. We also clarify how the results can serve as input for new policy initiatives concerning ICT acceptance.C