The Forgotten Digital Generation

News of the continuing prevalence of online generally comes as little surprise: 84% of all British adults now have access to the web, and more than half of us (52%) own a smartphone (Q2 Tech Tracker Data 2013). However, a small but significant group remains on the periphery of this zeitgeist; lacking the skills and confidence to perform all but the most basic tasks online. Their hesitation to join the digital age is borne partly out of limited capability, and partly out of trust and security concerns (which a lack of capability in turn often serves to reinforce). Still to assert their presence as citizens or consumers in the digital space, this group represents considerable untapped potential.Understanding their needs and devising an online strategy that is both simple and seductive enough to engage them can provide an invaluable competitive edge in today’s digital marketplace.