BT to employ psychologists to get people to sign up to broadband
September 24, 2007 at 11:08 am
It’s difficult for some of us to imagine a world without the use of the internet on a daily basis. Communication, social networking, banking and business are merely a small number of activities people depend on the internet for. However, recent research from regulator Ofcom has revealed that 39% of people in the UK still have no internet connection in their homes, and many people are still totally in the dark with knowledge and experience of the web.
Instead of trying to tempt new customers with lavish offers, BT have decided to employ a group of psychologists to lead research into discovering the reasons why so many people in the UK are still somewhat fearful of using the internet.
The scheme, known as Crossing the Divide, will delve into the main causes for scepticism. Many people claim to be scared of using the internet, as opposed to being put off for other reasons such as logistical or financial. The research already carried out by BT compares people’s mindsets towards the internet with that of a bungee jump. BT plan to make it much less of a height and to guide people down slowly and with confidence.
The principle psychologist in the research, Dr David Lewis, says, “More often the barriers are internal, stemming from a fear of the technology.” The research will use a sort of guinea pig method, whereby a small number of people who have never used the internet before and have been fearful will be asked to help with the research. They will be given laptops with webcams, digital cameras and of course a broadband connection. They will be tutored by technicians for a couple of months and guided through the learning process, all the time being recording and monitored by Dr Lewis and his team, who hope to identify where the industry can improve.
BT will display the progress of the trials on their Journey to Inclusion website. Spokesman for BT, Gavin Patterson, said, “The gap between the competent internet user and those who have never been online has never been greater.” This research intends to shorten that gap for everyone.
