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We take it for granted that technology brings people closer together and improves our access to essential products and services. If you can’t imagine life without your smartphone, it’s easy to forget that people who can’t or don’t want to engage with the latest technology are being left behind.
For
example, there have recently been reports that cashless payment systems for car
parking in the UK are seeing older drivers unfairly hit with fines. This has
led to calls for the government to intervene.
Age
is one of the biggest predictors of digital exclusion. Only 47% of those aged
75 and over use the internet regularly. And out of the 4 million who have never
used the internet in the UK, only 300,000 people are under 55.
But
older people are not the only ones who feel shut out by new technology. For
example, research shows vulnerable people, such as those with disabilities, are
also disengaging with e-services and being “locked out” of society.
The
digital transition
From
train tickets to vaccine passports, there is a growing expectation that
consumers should embrace technology to participate in everyday life. This is a
global phenomenon. Out in front, Sweden predicts its economy will be fully cashless
by March 2023.
Shops
increasingly use QR codes, virtual reality window displays and self-service
checkouts. Many of these systems require a smart device, and momentum is
building for QR codes to be integrated into digital price tags as they can give
customers extra information such as nutritional content of food. Changing paper
labels is a labour intensive process.
Technology
pervades all aspects of consumer life. Going on holiday, enjoying the cinema or
theatre, and joining sport and social clubs all make people feel part of
society. But many popular artists now use online queues to sell tickets to
their shows. Social groups use WhatsApp and Facebook to keep their members
updated.
When
it comes to booking a holiday, there is a decreasing number of in-person travel
agents. This limits the social support to make the best choice, which is
particularly important for those with specific needs such as people with health
issues. And once travelling, aircrew expect flight boarding passes and COVID
passports to be available on smartphones.
Essential
services such as healthcare, which can already be difficult for older and other
people to navigate, are also moving online. Patients are increasingly expected
to use the GP website or email to request to see a doctor. Ordering
prescriptions online is encouraged.
Not
just older people
Not
everyone can afford an internet connection or smart technology. Some regions,
particularly rural ones, struggle for phone signal. The UK phone network’s
plans for a digital switchover by 2025, which would render traditional
landlines redundant, could cut off people who rely on their landlines.
Concerns
about privacy can also stop people using technology. Data collection and
security breaches impact people’s confidence in organisations. A 2020 survey
into consumers’ trust in businesses showed no industry reached a trust rating
of 50% for data protection. The majority of respondents (87%) said they would
not do business with a company if they had concerns about its security
practices.
Some
people view “forced” digitisation as a symbol of consumer culture and will
limit their technology use. Followers of the simple living movement, which
gained momentum in the 1980s, try to minimise their use of technology. Many
people take a “less is more” approach to technology simply because they feel it
offers a more meaningful existence.
One
of the most common reasons for digital exclusion, however, is poverty. When the
pandemic hit in March 2020, 51% of households earning between £6,000 to £10,000
had home internet access, compared with 99% of households with an income over
£40,000.
Limited
access to tablets, smartphones and laptops can result in feelings of isolation.
Many older consumers have developed strategies to manage and overcome the
digital challenges presented by these devices. But those unable to engage with
technology remain excluded if their family and friends don’t live close by.
Smart
change
The
solution is not simply to give devices to those without smart technology. While
there is a need to provide affordable internet access and technology, and offer
support in learning new skills, we need to recognise diversity in society.
Services
should provide non-digital options that embrace equality. For example, cash
systems should not be abolished. There might be a demand for services to become
digital, but service providers need to be aware of the people who will be
isolated by this transition.
Retailers,
local councils, health providers and businesses in tourism, entertainment and
leisure should try to understand more about the diversity of their consumers.
They need to develop services that cater for the needs of all people,
especially those without access to technology.
We
live in a diverse world and diverse consumers need choice. After all, access to
and inclusion in society is a human right.
Carolyn
Wilson-Nash
Lecturer, Marketing and Retail, Stirling Management School, University of
Stirling
Julie
Tinson
Professor of Marketing, University of Stirling
This article is republished from The Conversation under a Creative Commons licence.
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