16 September 2008

Understanding non-users

Be the first to share

Marsouin
Interesting article by Hubert Guillaud of InternetActu.net on understanding non-users (my translation):

The French Marsouin research lab just published an interesting study on people who do not use the internet. The study starts off with the various existing typologies to characterise non-users, such as those developed by the Walloon Telecommunications Agency or the ones from the Aquitaine region in France (pdf). When one starts to map out these profile characteristics (particularly those that are socio-demographic or economical), the limitations of this exercise become apparent. The researchers Annabelle Boutet and Jocelyne Trémembert stress that in order to understand the profiles of non-users, we have to start off with inversing the well-known statistics: 7% of those between 12 and 17, 91% of those above 70, and 4 out 5 of those who didn’t finish high school… don’t use the internet.

Their study was based on participative research in the sensitive urban zone of Kérourien in Brest, in order to maximise the involvement of the 125 non-users. As in previous studies, also this study stresses the importance of people’s social circle in the diffusion and the actual appropriation of use; “one makes the step towards technology or towards shared environments, when accompagnied by a close one”. In fact, a decisive factor with non-user is the absence of internet usage in their social circle. However, the role of close family members remains unclear, say the researchers, because we need to better understand each of their roles in the home: they could play a facilitating role (e.g. teenagers helping their parents using web tools), but also a censoring one (by excluding family members through discriminating behaviours and practices), or even a “proxy” one, i.e. as a usage mediator where the value is not so easy to determine: e.g. the teenager who sends mails on behalf of his mother, or helps her setting up internet webcam or chat connections).

In any case, non-users are not necessarily living within a non-technological environnment: 59% of the respondents had a computer at home and 49% had an internet connection. The authors insist strongly on the limitations of the definition of the non-user itself (users through third parties? those who gave up? those who refuse?) which covers a wide range of non-use (frequency, duration, level of knowledge, autonomy…).

Be the first to share
10 April 2015
We are citizens, not mere physical masses of data for harvesting
The deal we have struck with the information society over the extent to which our lives are shaped and our privacy invaded requires urgent renegotiation, argues law professor Julie E Cohen at the annual Law …
7 April 2015
[Book] Practical Empathy
Practical Empathy: For Collaboration and Creativity in Your Work by Indi Young Rosenfeld Media, 2015 Synopsis Conventional product development focuses on the solution. Empathy is a mindset that focuses on people, helping you to understand their thinking patterns and …
7 April 2015
Bosch uses UX approach to spark enthusiasm for electric driving
Bosch, the German multinational engineering and electronics company, is applying a UX approach to help spark enthusiasm for electric driving, and to develop a "fascinating" user interface for electric vehicles. The project website consists of three …
3 April 2015
Design prototypes for Nairobi, Kenya
In 2014, Ericsson and UN-Habitat (United Nations Human Settlements Programme) entered a three-year partnership with the intention to collaborate around Information and Communication Technologies (ICTs) and sustainable urbanization. One of the first explorations was driven by …
3 April 2015
Opportunities for UX innovation in wearables
Until developers of wearable devices get the user experience down pat, the technology will struggle to gain adoption, writes Steve McPhilliamy on Medical Device and Diagnostic Industry (MDDI). "Understanding user behaviors, attitudes, and lifestyles is the …
30 March 2015
MIT Technology Review special report on persuasive technology
The MIT Technology Review has just published a special business report on persuasive technology, i.e. how technologies from smartphones to social media are used to influence our tastes, behavior, and even habits. Free registration is …
27 March 2015
Sharp methodological critiques on current Big Data practices
Two methodological critiques on Big Data that caught our attention: In the Financial Times, economist and journalist Tim Harford points out that sampling bias and statistical errors are, if anything, magnified in Big Data research, …
26 March 2015
Gov.uk’s open policy making toolkit – practical guidance on ethnography and more
The Gov.uk open policy making toolkit is a practical guide to techniques that can help you make better policy. The toolkit, which brings together the latest techniques to improve making and delivering policy, is based on …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

16 March 2015
Better Health and Wellbeing: Giving the elderly in Singapore sparkling golden years

Invitation: sharing session, Singapore, 30 March 2015   What are the hopes and fears of the elderly in Singapore? How can designers offer solutions that support the elderly in managing their health and wellness? What can healthcare professionals do to help them keep active? What role can technology play in the elderly’s daily lives? Design consultants […]

1 January 2015
Happy Playful New Year
21 December 2014
Experientia’s Twitter feed live

Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]

19 December 2014
Putting People First blog redesigned

Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.

27 November 2014
Why the world needs anthropologists – an update

Why the world needs anthropologists – Coming out of the ivory tower Location: Padua, Italy, Centro Culturale Altinate/San Gaetano Date and time: Friday, 5 December 2014, 13:00 – 18:00 Padua, Italy, 5 December 2014 – The second edition of the international symposium of applied anthropologists attempts to erase the boundary between ‘pure’ and ‘applied’ anthropology, […]

30 October 2014
The BancoSmart ATM by Experientia for UniCredit selected for ADI Design Index

Last year Experientia designed the interface of an ATM of UniCredit, a major Italian bank. The interface is now rolled out across the bank’s ATMs in Italy, to great satisfaction of the bank and the customers alike, since interaction speed is much faster and error rates went down dramatically. Last year UniCredit and Experientia also […]

See all articles