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Profiling the non-user: Rethinking policy initiatives stimulating ICT acceptance

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  • Verdegem, Pieter
  • Verhoest, Pascal

Abstract

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 bigger proportion of the population is already connected to the internet. As more people are online, it becomes more likely that the remaining fraction of non-users is either hard to convince, under-skilled or simply lacking the financial resources to afford a connection. In view of this, a new policy approach is proposed to increase ICT acceptance. The approach is based on strategies of segmentation and differentiation. This entails that policy initiatives are specifically targeted towards different groups in the population. This article demonstrates that being a non-user can be explained by a combination of access problems, lack of ICT skills or rather negative attitudes towards ICT or by the outweighing effect of one of them. It also provides a framework for setting up new policy measures.

Suggested Citation

  • Verdegem, Pieter & Verhoest, Pascal, 0. "Profiling the non-user: Rethinking policy initiatives stimulating ICT acceptance," Telecommunications Policy, Elsevier, vol. 33(10-11), pages 642-652, November.
    • Handle: RePEc:eee:telpol:v:33:y::i:10-11:p:642-652
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    Citations

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    Cited by:

    1. Mishra, Vishal & Singh Bisht, Shailendra, 2013. "Mobile banking in a developing economy: A customer-centric model for policy formulation," Telecommunications Policy, Elsevier, vol. 37(6), pages 503-514.
    2. Chang, Younghoon & Siew Fan Wong & Park, Myeong-cheol, 2014. "Determinants of user satisfaction in internet use among socio-economically advantaged and disadvantaged groups: The role of digital access and government policy," 25th European Regional ITS Conference, Brussels 2014 101432, International Telecommunications Society (ITS).
    3. Henrik Serup Christensen & Lauri Rapeli, 2021. "Immediate rewards or delayed gratification? A conjoint survey experiment of the public’s policy preferences," Policy Sciences, Springer;Society of Policy Sciences, vol. 54(1), pages 63-94, March.
    4. Grošelj, Darja & Reisdorf, Bianca C. & Petrovčič, Andraž, 2019. "Obtaining indirect internet access: An examination how reasons for internet non-use relate to proxy internet use," Telecommunications Policy, Elsevier, vol. 43(3), pages 213-224.
    5. Varghese, Varun & Jana, Arnab, 2019. "Interrelationships between ICT, social disadvantage, and activity participation behaviour: A case of Mumbai, India," Transportation Research Part A: Policy and Practice, Elsevier, vol. 125(C), pages 248-267.
    6. Kyriakidou, Vagia & Michalakelis, Christos & Sphicopoulos, Thomas, 2011. "Digital divide gap convergence in Europe," Technology in Society, Elsevier, vol. 33(3), pages 265-270.

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