Britain Struck Down By E-Apathy - 93% Of Brits Don't Want To Be Part Of The New Economy

The internet revolution is a subject of massive indifference to most people, according to new research for business web site FT.com published today. Despite the perceived fame and fortune associated with the dotcom industry, the nation is gripped by the phenomenon of e-apathy, in which people surveyed about the internet said they either didn't know or didn't care about the subject.

The MORI survey overwhelmingly shows that the British public does not want to be part of the dotcom industry (93% of respondents), nor do they feel they are missing out on the internet revolution (95%). And whilst one in eight people are envious of the success of new dotcom millionaires, only one in ten believes that the country needs more risk-takers such as them.

Regardless of the fact that almost everyone (94%) recognises that the internet is here to stay and that many young businesspeople have made their fortunes fast, old habits die hard. Almost one out of five people (18%) would still prefer to invest in the old economy rather than the new, if they had the money.

Consumer disinterest and apathy in the internet will be real cause for concern for many dotcom businesses. The research highlights the necessity to build consumer confidence, to ensure the undoubted advantages of the new economy can be shared by all.

Michael Foster, managing director, FT.com commented: "Too many people by far are isolated by the internet rather than empowered by it, which is the perceived wisdom. They don't want to be part of the dotcom revolution, they don't want to invest in it and they don't understand the technology. It is the responsibility of business and the media to communicate the rewards the internet can offer in a way which connects with people. Not everyone is technologically literate, and nor should we expect them to be."

Foster added: "Dotcom businesses have a duty to provide sites that are intelligent but accessible, a place where users can find the information they require quickly and easily. Otherwise, the benefits of the internet are lost."

This e-apathy is clearly not due to lack of awareness or exposure as the research showed that more people in the ABC1 group have web access (52%) than read a broadsheet (27%) or tabloid (38%) newspaper. It is more a case of mistrust and cynicism towards the internet and fear of the technology. One third of all respondents say they do not understand, or like the technology.

Professor Robert J Edelmann, a chartered clinical psychologist and fellow of the British Psychological Society, explains: "Historically, Britons are not risk-takers or entrepreneurs. Even though more people are embracing the internet at work and home, our society as a whole is suspicious of the new entrepreneurs. The real rewards the internet can offer us - a borderless economy, the potential for new jobs and renewed employment well-being - are lost in the noise of the 'let's make a fast-buck' mentality."

Case Studies of UK Internet users are available on request from Natasha Woollard at Firefly. Professor Edelmann will be participating in a web forum on e-apathy from Monday 22nd May. To join in the forum, please go to www.FT.com.

Other key findings:

General Statistics

• 95% of women do not want to join the dotcom industry. A third of workers in this group say it is because they do not understand the technology.
• Twice as many 15-34 year old respondents want to be part of the dotcom industry than in the 35-54 age group. However, it is the older generation that feel more threatened, with 50% of the 35-54 year olds workers frightened of being left behind.
• Almost a third (31%) of the 15-34 age group think internet millionaires are getting a return for a good business idea, compared to only one in eight (13%) of the over 55s.

Regional Statistics

• Respondents from the Midlands were twice as likely as Northerners to invest in dotcom shares if they had the money or if they had more information.
• Overall dotcom share ownership is at 2%. This compares to overall share ownership in Great Britain at 20%.
• More Southerners (25%) think that internet millionaires are overrated and overhyped than in any other region (21%) in both North and South.

Technical details

Research conducted face-to-face by MORI, 13-17th April 2000. Base: nationally representative sample of GB adults aged 15+ (1,950).