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Lessons in Digital Inclusion from our own Social Isolation

With our entire organisation practising Social Isolation, Tom Robins asks what our own experiences can teach us about digital inclusion.

Tom Robins
Tom Robins

May 11, 2020

The prospect of up to six months of social isolation has immediately drawn attention to connectivity in people’s own homes. That attention has been largely focused on the high bandwidth needs of entertainment, social engagement and working from home. The communication networks have all come out to share their network loading data and explain to us that there is plenty of bandwidth for watching movies, sales presentations and group video chat simultaneously. We need not worry that those at the top of the digital inclusion curve will continue to do what they’ve always done and many of us will pick up new digital skills in this challenging time.

What about those who are digitally excluded?

In a time when we are leaning on digital connectivity as our only connection with the outside world - how do we learn lessons from the challenges that social isolation has posed us? We can look at the problem from two perspectives, first the barriers to digital inclusion and then secondly the digital connectivity which we most urgently need during the isolation period. The Good Things Foundation in their research into those who are digitally excluded discovered that as of 2018 a disproportionate 63% of those who identified as digitally isolated were residents of social housing. In their research, they identified four key groups whos reason for digital isolation could be easily grouped:

It’s not for me: This is a group that does not see a personal benefit to being online.

I don’t have the right support: This group could be online but they currently lack the support or a device to get online.

It’s too complicated: This group is primarily driven by a concern that they don’t have the skills to stay safe whilst online.

It’s too expensive: This final group is concerned with the affordability of connection costs

Digital Exclusion

So how are we currently trying to improve the situation?

Much of the focus in recent years has been on driving awareness of the personal benefits of digital connectivity as well as demonstrating the availability of training. It has been difficult in many cases, however, to justify to those who are currently digitally excluded the benefits of learning and investing in equipment to access the internet. Having personally seen the operation of a well run free training programme, I don’t believe those who previously didn’t perceive value in on-demand television shows or video calls with grandchildren now would. The training programme found low attendance rates but, more concerningly, low retention rates. This shows that our approach to digital inclusion has to fundamentally change - as even those that had seen the potential benefits of digital enablement still found that the benefits were not enough to change behaviours for those who considered themselves digitally excluded.

I think that more thought and effort needs to be put into reducing the perception of difficulty when getting online - hopefully beginning to form habits that day to day lead to better outcomes. With the advent of smart technologies - familiar devices and digital experiences can be integrated easily without triggering feelings of unease at the prospect of ‘going online’. Switchee have found in our recent engagement testing, for example, a significant response rate (92%) to messages sent via our thermostat screen. These non-traditional digital messages are reaching residents who do not engage with other digital communication methods.

Digital Inclusion is a huge problem that can easily be forgotten

In an emergency, we look to ensure that both ourselves and our loved ones are safe and we start with the very basic physiological needs - shelter, warmth, food and water. We want to know these basic needs are covered. When the whole world is in isolation, however, checking that those needs are actually being serviced becomes a question of technology. Without an ability to communicate with residents, housing providers are forced to leave them to their own devices. Digital inclusivity means the use of technology so that residents are connected to somebody who knows when their most basic and most important needs are being met and can do something about it.

Those of us who have been relying on digital media and communication during this period can easily forget the challenge the elderly and most vulnerable face in this time. This isn’t the first crisis that isolates our most vulnerable, and it won’t be the last. We should be using this time to plan how exactly we can improve the digital inclusion strategies across the country to ensure that even during our most dire moments, the most vulnerable are not suffering needlessly.

digital inclusion can be overlooked

So what does all this mean?

This period of social isolation has forced us all to go back to basics and there are lessons here as we look to our future strategies for digital inclusion. To reach those that need it most, digital inclusion needs to be seamlessly incorporated into familiar day to day processes and devices to make them simply smarter without worrying vulnerable populations about the dangers of ‘online’. Connectivity needs to focus on their basic needs and to ensure that there is always an availability of support. At Switchee we believe this difficult time has been a rallying call for back to basics IoT platforms and we are working as hard as we can to improve the quality of life for those who have our device installed in their homes. We are working to improve the functionality of the Switchee platform for all our customers.

Check out our whitepaper on improving resident communicationcomms-whitepaper-blog-teaser

Tom Robins

Tom is Switchee's Chief Strategy Officer. He has a passion for positive change, business development as well as optimising customer journeys. Tom previously worked for Community Fiber as their Chief Development Officer and for Capita as a Business Development Director.

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