Study explores 'digital divide'

Arpanet, the forerunner of the Internet, was formed in 1969 to allow government-supported scientists to share information over an electronic network. That same year, the New York-based Markle Foundation decided to focus its considerable resources on mass communications in a democratic society -- including how new information technologies can be used to promote an informed citizenry.

Today, 20 million people around the globe are using the Internet's World Wide Web, and millions more are incorporating advanced computer use and e-mail networking into their daily lives. And today, the Markle Foundation is raising important and timely questions about the social and political implications of the growing use of Internet technologies.

One question is what Markle president Lloyd Morrisett has called a "digital divide," with information "haves" on one side and "have-nots" on the other. To begin exploring these social equity issues, Markle commissioned a major study of Internet access barriers. These include both perceived and actual barriers and an examination of the extent to which Internet activity is replacing, or adding to, other forms of social and community activities. Preliminary findings are noteworthy.

First, lack of awareness is not evenly divided among different groups of people. Examples: Too many African American (21%) and Hispanic (10%) respondents said they were not aware of the Internet. Among those who lack awareness there is also a disproportionate number of females, older people, the less well educated and less well-off.

Second, among those who use the Internet, there is considerable churn. Example: The number of former Internet users nearly equals the number of current users. Main reasons why former users stopped using the Internet: loss of access to a computer (32%), lack of time (17%), and equipment problems (17%). Only seven (7) percent reported that cost was the primary reason for leaving the Net.

Third, a majority of people perceive significant barriers to getting started on the Internet. This is true both for Internet users and non-users. The survey identified four obstacles: know-how, complexity, access and cost.

Fourth, personal needs, e.g., for communication and information, seem to be the primary motivators for using the Internet. These include communicating with people via e-mail (43%); getting information -- including special-interest items (41%) and items of general interest (36%), and keeping up-to-date (35%).

Business and commercial ranked much lower as reasons for using the Internet. Examples: opportunities to make money (28%); convenient way to do banking (17%); way for having contact with new people (16%); a good way to shop for needed items (10%).

Fifth, social networks are stimulating interest in the Internet and providing users with support. Over half reported they were introduced to the Internet either by learning at work or being taught by friends or family. Only one-of-five current users had been introduced to the Internet through a university or other formal course, a surprise to the researchers.

Sixth, the study also examined factors that discourage usage -- called "inhibitors" -- that could, if not fixed, cause some people to stop using the Internet. The primary inhibitors: (1) traffic congestion and (2) navigation problems. Cost is a distant third.

There are many lessons here. One is for policy-makers: Don't rush to tax and regulate this new technology. Rapid innovation diffusion works best without government "guidance." Another is for business: Using the Internet requires some learning and Internet gizmos break down. It is not like using a Maytag. People need and will pay for help -- one-stop, end-to-end service that will cover everything from the e-mailer to the telephone line and from the software to the hardware.