TheMediaBriefing | Why it’s dangerous to over-estimate how digital your audience is ::quarter of public offline::


The Office for National Statistics released data this week showing that only 77 percent of British households even have access to the internet (up from 73 percent last year). Combine that technical barrier with a mixture of social, educational and economic factors and 8.73 million UK adults have never been online (according to the separate ONS Labour Force survey). Half of the people who don’t have internet access say this is because they don’t feel they “don’t need” it. To underline the point, if you are a mass market publisher, this is your audience that isn’t accessing your content online.

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