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Low-income families 'must be shown home broadband benefits before buying'

Tuesday, March 9th 2010
A new report has highlighted the fact many low-income homeowners are unaware of the benefits broadband could have on their lives.
Low-income families 'must be shown home broadband benefits before buying'
The key way to encourage low-income households online is to emphasise the potential effect that broadband could have on their lives, new research has found.

A report by Consumer Focus has shown that a lack of money is not the only barrier to web access for this demographic, as many see it as irrelevant to their lives.

Mike O'Connor, chief executive of the group, has highlighted the importance of tackling this misperception.

He explained: "Millions of people are still not online, many of them on low incomes. Only by dealing with consumers' fears and promoting the online benefits that appeal to those on low incomes will more people be encouraged to get connected."

Among the key areas Mr O'Connor highlights as being useful to low-income households are online auction sites, the benefits the web can provide for jobseeking and the ability to keep in touch with friends and family cheaply.

Earlier this month, a study by the Commission for Rural Communities suggested that a lack of home broadband has a strong negative impact on the social development of young people.

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