Industry overview
What is shaping internet services
Broadband providers, platforms and digital businesses depend on adoption, experience and trust. Usage patterns differ widely by city tier, age and language.
- New users are coming online in smaller towns and local languages
- Experience and reliability drive loyalty
- Trust and safety concerns shape usage
Client background
A digital inclusion charity, working in United Kingdom & Canada. Client identity is withheld to protect confidentiality.
- Organisation
- A digital inclusion charity
- Sector
- Internet services
- Team engaged
- Market Research
- Services
- Qualitative research, Quantitative research, Government research
Client challenge
Many older people were missing out on online services, and the charity wanted to design better support. As more services moved online, from banking to health appointments, older people risked being left behind.
Research objectives
- Deliver on the brief: understanding barriers to internet use among older adults.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 9 weeks.
Target audience
Scope: 40 interviews, 1,500 survey responses.
Audiences we typically reach in internet services
Broadband and app usersNew internet usersSmall businesses onlineContent creatorsParents and educators
Geographic coverage
Coverage: United Kingdom & Canada. Markets: United Kingdom and Canada.
- United Kingdom
- Canada
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2In-home interviews
- 3Telephone survey
- 4Insight
We interviewed older adults at home and surveyed a wider group by telephone about confidence, fears and support needs. Interviews were held in participants’ homes, with family members present where they wished, and the telephone survey reached people who were not online at all, who are often missed by internet surveys.
Qualitative researchQuantitative researchGovernment research
Sampling strategy
- Respondents were selected across United Kingdom & Canada using quotas set in advance for each location and respondent type, so no single area or group dominated.
- Telephone contacts were dialled from verified lists, with quotas tracked live by the field team.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- interviews
- 40
- survey responses
- 1,500
- Trained local-language interviewers conducted interviews in person, supervised in the field.
- Telephone interviews were run from our CATI centre, with calls monitored for quality.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Back-checks on a share of completed interviews
- Time and location checks on field interviews
- Supervisor accompaniment in the field
- Live call monitoring and recording review
- Call-back verification
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Fear of scams and lack of patient help were the main barriers.
- Participants in the new sessions reported greater confidence using online services, and the charity expanded the programme to more libraries and community centres.
Confidence and safety mattered more than access to devices.
Recommendations
- Build on the core insight: confidence and safety mattered more than access to devices.
- Focus effort where the evidence was strongest: fear of scams and lack of patient help were the main barriers.
- Re-measure after the changes to confirm the effect.
Business impact
- The charity created volunteer-led sessions focused on safe online use.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Evaluation findings with programme recommendations
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how do users rate their broadband?
Client identity is withheld to protect confidentiality.