It’s Get Online Week, so how do we get non-engaged consumers on board with the benefits of being online? Quids in! editor, Jeff Mitchell, asks Dr Emma Stone from the Good Things Foundation, leading the charge on digital inclusion in the UK
The pandemic dramatically reshaped the digital landscape, exposing deep inequalities in access to technology, particularly for those on low incomes. As services, work, education, and even social interactions moved online, many were left struggling to keep up. The digital divide, already a pressing issue before the pandemic, became more pronounced, with significant social and economic consequences for those unable to fully participate in this digital shift.
The 2022 Lloyds Bank Consumer Digital Index reported that the global crisis spurred five years of progress in digital inclusion in just one year. Despite this, around 14 million people in the UK still had low digital capability. While nearly everyone had some level of online engagement, more than one in four struggled to interact with essential services.
Supporting Struggling Households
During the lockdown, Quids in! teamed up with the Good Things Foundation (GTF), a leading digital inclusion charity, to deliver support to struggling households. Together, we innovated a financial resilience assessment tool and worked with digital hubs across the UK to help thousands out of hardship. Dr. Emma Stone, Director of Evidence and Engagement at GTF, reflects on how digital inclusion has evolved in recent years.
“So much of our lives and the services we use went online, and it happened fast because it had to,” Emma notes. “We’ve seen the benefits, but we’re also facing the negative effects of a deepening digital divide. The benefits only come to those with the access, skills, confidence, and trust to engage online.”
Financial hardship emerged as a key barrier to digital inclusion, with Lloyds’ 2022 research highlighting this as a significant issue.
“At least 2 million households struggle to pay for mobile or broadband,” Emma points out. “Over 8 million adults don’t have the foundational digital skills, and millions more don’t trust or feel confident using online services. This isn’t surprising when making a mistake or getting scammed could cost you, or when websites, apps, and chatbots are poorly designed.”
The partnership with Quids in! helped GTF demonstrate the compound impact of digital and money issues. Our programme unlocked the conundrum by leading consumers to online help that could boost their bank balances.
Digital Exclusion and Missed Opportunities
Many businesses and service providers assume digital access is universal, exacerbating inequality as those without access miss out on online discounts, job opportunities, and essential services. Emma describes this as a missed opportunity: “The last five years have been tough for service providers too. They rely on people using their online services but don’t recognize the everyday reality of digital exclusion.”
Initiatives like Get Online Week aim to bridge the gap. Get Online Week is the UK’s largest digital inclusion campaign, with hundreds of free events encouraging people to tap into trusted support in their communities.
“This is about giving everyone the support they need to get online, stay online, and grow the skills and confidence to benefit from online services and opportunities,” Emma explains. “Whether it’s about money, jobs, health, getting creative, or staying in touch, people need affordable access.”
To address these needs, GTF runs the National Databank and National Device Bank, which help local organisations provide affordable access to the internet. The Databank provides free mobile data to people in need, while the Device Bank refurbishes donated devices for distribution. However, Emma acknowledges that more awareness and support are needed. “There are discounted ‘social tariffs’ for broadband, but take-up is low, and the cost is still too high for some.”
Challenges for People in Financial Hardship
Digital exclusion often overlaps with other challenges such as low literacy, numeracy, or English language skills. This creates a “perfect storm” where digital exclusion exacerbates financial hardship. Emma stresses that “digital inclusion isn’t a silver bullet solution to financial hardship or unemployment or poor housing, but it’s becoming impossible to address these issues without being digitally included.”
The first challenge is building confidence to encourage people to try digital tools. The Good Things Foundation has a national network of digital support hubs that provide free resources and training. Partners can incorporate digital into their operations or join the National Digital Inclusion Network, which offers training through platforms like Learn My Way.
“Learn My Way helps people with practical tasks online, like staying safe, setting up email, or managing money. It meets people where they are, addressing a specific need, like applying for Universal Credit, and giving them a quick win to build confidence,” Emma explains.
Tackling Barriers with Data and Devices
For many, the cost of getting online remains a major barrier. The National Databank, a partnership with VirginMediaO2, Vodafone, and Three, provides free mobile data to people in need, including those experiencing homelessness or domestic abuse, or asylum seekers. The National Device Bank relies on donations from businesses and the public sector, refurbishing “end-of-working-life” devices for redistribution.
“We need more organisations to come on board as device donors, and we’re calling on the UK Government to lead by example,” Emma emphasises.
Building Trust and Online Safety
Another major barrier is trust. Many people are hesitant to engage with digital tools, particularly when it comes to their finances. “Trust plays a critical role in getting people to engage online,” Emma says. “This requires clear communication and practical, hands-on support from digital mentors.”
Stressing how simple strategies like using strong passwords and recognising potential scams can help build trust while encouraging healthy caution. “Things will go wrong,” Emma acknowledges. “But if someone falls for a scam, they need to feel comfortable seeking help without blaming themselves. The right support can build resilience rather than fear.”
A Collaborative Effort to Fix the Divide
With the digitisation of services accelerating, it will take a collaborative effort across sectors to prevent financial and digital exclusion from deepening. Local hubs, libraries, authorities, service providers, and social landlords all play vital roles in supporting digital inclusion.
“Digital inclusion is a whole-of-society, whole-of-economy issue,” Emma insists. “Fixing the digital divide needs to be everyone’s business. Every service provider and policymaker has a part to play in making online services easier to use and in supporting people to connect safely and confidently.”
While ensuring no one is left behind is the ultimate goal, Emma is realistic. “Just getting everyone online won’t solve the big policy challenges of our time,” she says. “But not doing so will certainly get in the way.”
A Priority for Public Policy
For Emma, digital inclusion exemplifies the “Matthew Effect,” where the rich get richer, and the poor get poorer. “The more digitally engaged you are, the more you benefit socially and financially. The more digitally excluded you are, the more you’re locked out of opportunities.”
Digital inclusion is now a priority for the UK Government. The Minister for Digital Inclusion launched Get Online Week 2024, and there’s been an increase in engagement across government departments. “This could be a time for real change,” Emma says.
Digital inclusion is essential to ensuring equal access to services, employment, education, and healthcare. As more services move online, those who remain digitally excluded risk being left behind. Public policy must focus on closing this gap and ensuring that everyone, regardless of income, can fully participate in the digital world.
Quids in! teams deliver financial guidance and digital access, as part of the National Digital Inclusion Network, in East and South London, the West of England, and Gloucestershire. Its Money Health-Check app helps non-finance support workers identify ways to support clients to increase their financial wellbeing and resilience.
Image: Adriaticfoto / Shutterstock
