Creators versus consumers – the new digital divide
The last ten years have seen massive progress in getting the UK population online, with over 86% of people now having been on the internet. There is still a digital divide however, with 4 million households without internet access according to the Office for National Statistics.
And, the ability for online access via mobile is extremely variable – as Liz Stevenson from Cambridgeshire County Council pointed out at the recent Cambridge Smart City debate, 41.5% of the county isn’t covered by a 3G signal. I dread to think what the figure is over the border in Suffolk, where I live in a village with sporadic 2G coverage. Efforts continue to help the offline into the online world, particularly by targeting specific groups such as the elderly and disabled and by providing more user friendly devices such as tablets.
However a new digital divide is emerging. As the Economist Intelligence Unit points out in a recent report, this is between those that understand and use the internet to its full potential and those that simply shop, watch or read the content that they find there. It is essentially a split between creators and consumers. You’ll always get power users in any technological change but the risk is that those who don’t take up the opportunities offered by the internet will become disenfranchised, pay more for basic goods and services and miss out on achieving their full potential.
And it doesn’t need to be that way – the internet offers the chance for everyone and anyone to create (no matter how niche or, let’s face it, downright awful) their efforts are. It also offers the tools to make compelling content either for free (for example WordPress, YouTube) or at a very low cost (with a handheld video camera for instance). Only by doing can you gain the full benefit of the internet. At a basic level imagine someone on Twitter that merely lurks, following people without starting any conversations themselves. They may find out what Stephen Fry is doing, but it doesn’t add much else to their own lives (or the lives of other people). People who treat the internet in the same way as TV, as a lean back, broadcast medium, are missing the point (and much of the fun.)
So how can we encourage more creators who understand the opportunities that the internet brings? A really simple way is to copy the behaviour of the young (though without the selfies on SnapChat). As digital natives they start with no preconceptions and no manual to read – they just get on and use the internet as a tool to do what they want to do. Not having a fear of failure, or an embarrassment gene, is going to lead to cringeworthy moments, but it will also mean you experience new things, learn new skills and create. Once you’ve mastered these skills you’ll understand what you can do – giving you better control of the medium and deepening your understanding of how organisations might be trying to channel and constrain your internet experience for their own ends (normally to sell you something).
Otherwise this new digital divide will solidify – splitting the digitally savvy from consumers and providing a two speed experience that will damage people’s enjoyment and potentially harm their prospects. Go create!
- Redefining the Digital Divide (slideshare.net)
November 13, 2013 - Posted by Chris Measures | Cambridge, Creative, Social Media | 4G, Cambridgeshire County Council, consumer, creator, Digital divide, Internet access, mobile, SnapChat, Stephen Fry, Suffolk, twitter, WordPress, YouTube
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Marketing is undergoing a revolution. The advent of social media provides the opportunity for one-to-one communication for the first time since the move to an industrial society. This blog will look at what this means for B2B PR and marketing, incorporating my own thoughts/rants and interests. Do let me know your feedback!
About meI'm Chris Measures and I've spent the last 18 years creating and implementing PR and marketing campaigns for technology companies. I've worked with everyone from large quoted companies to fast growth start-ups, giving me unrivalled experience and ideas. I'm now director of Measures Consulting, an agency that uses this expertise to deliver PR and marketing success for technology businesses.
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