Ofcom: Exploring digital disadvantage
- Mar 5
- 1 min read
This study sought to identify and analyse the experiences of consumer groups at higher risk of digital disadvantage, including those without internet access, renters or in precarious housing, individuals with limited English proficiency, and those without broadband at home. Through this research, we explored the lived experiences of digital disadvantage, how these experiences can lead to poor outcomes, and evaluated the effectiveness of existing digital services and policies for these vulnerable groups.
We adopted a multi-pronged approach to fieldwork, conducting a mix of 50 in-home (or local café) and 20 telephone in-depth interviews with 70 free-find participants from 11 locations across England, Wales, Scotland, and Northern Ireland. We conducted 60 depths lasting 90 minutes, and 10 extended depths of 3 hours. The longer interviews were strategically designed to gather richer, more detailed insights and observations across the four segments. We implemented comprehensive safeguarding and ethical practices to ensure participant safety. This included establishing distress protocols and providing resources to support participants during potentially triggering discussions.
We delivered a comprehensive understanding of consumers underserved by current policies relating to digital behaviours. The report includes ethnographic analysis from our extended in-home interviews to vividly portray how digital disadvantage impacts different segments of the population. This research was shortlisted for the Market Research Society’s Inclusive Research Award.
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