NTIA survey results from 2001 to 2015 reflect a consistent pattern regarding the primary reasons why some households refrain from using the Internet at home. These reasons include: 1) no need or interest; 2) expense; and 3) no or inadequate computer. As the figure above illustrates, from 2013 to 2015, the proportion of households not online at home due to no need or interest increased by 8 percentage points from 47 percent to 55 percent, while the percentage of households that did not use the Internet at home because of cost concerns or the lack of a serviceable computer decreased. Although the extent of the changes varied among demographics, rural or urban residence, or the presence of school-aged children at home, the trend remained the same. (See Appendix A)
The growing frequency of the lack of interest or need for home Internet service, even among higher educated, higher income, and White households that traditionally have exhibited the highest home Internet use, bears further study.[vi] Possibly, the uptick in this response could indicate diminishing reliance on home Internet connections. Fifteen years ago, getting online required a personal computer (PC) and a modem, which limited the locations where people could access the Internet outside the home. Since that time, the proliferation of Internet-enabled mobile devices has helped to mitigate the geographic limitations of previous technologies. Further, the makeup of the non-using population may have shifted over time. Although NTIA does not conduct longitudinal studies of individual households, to the extent possible, it will continue examining this trend in future surveys.
To better understand the reasons some households did not use the Internet at home, the 2015 survey provided more options for inteviewers to describe respondents’ non-usage. For instance, interviewers separated the previously combined ‘don’t need’ and ‘not interested’ answers and refined the ‘too expensive’ response into ‘can’t afford’ and ‘not worth the cost’ based on the interviewees’ replies.
Given these categories, of the 55 percent of households without home Internet use expressing a lack of interest or need for the service in the 2015 survey, 60 percent reported not needing the service, while the remaining 40 percent stated they had no interest. These more detailed reasons for no home Internet use may facilitate development of policies and programs that address the specific concerns of these households. For example, digital literacy programs that introduce non-users to online learning tools about topics that interest them could stimulate their desire to use the Internet at home. As for households that perceive no need for the service, information about Internet applications that help address specific educational, health, employment or other needs may persuade them that the convenience and privacy of home Internet access could improve their lives.
Of the 24 percent of households without home Internet because of cost concerns, 92 percent explained they could not afford it, compared to a mere 8 percent that responded the service was not worth the cost. Cost still remains a barrier for a meaningful percentage of non-adopting households. Not surprisingly, households with annual incomes under $25,000 and between $25,000 and $49,999 stated that they could not afford the service at 27 percent and 21 percent, respectively, compared to 12 percent of households with incomes of $50,000 or more.
These more granular reasons for no home Internet use also shed light on the differences between households with members who formerly used the Internet at home and those that have never done so. Households with prior home Internet access appeared to be more price sensitive than households without any previous in home usage. Thirty-one percent of non-adopting households that once had home Internet responded that they could not afford the service, while only 20 percent of never-adopting households gave the same main reason. The data also suggest that households with prior home Internet connections appreciated the technology’s utility, and were far less likely to state they did not need it (21 percent) or were not interested in it (13 percent) compared to households that had never used the Internet at home because they did not need it (36 percent) or lacked interest (24 percent).
With the potential for under-reporting of households that consider Internet service as cost-prohibitive, a new 2015 survey question for households without home Internet asked whether they would buy the service if it was offered at a lower price. Responses revealed that 23 percent of all households that did not use the Internet at home in 2015 would purchase the service at a decreased cost. Significantly, half of households that had stopped using the Internet at home reported a willingness to subscribe to lower-priced service if available, while only 17 percent of households that never had home Internet gave the same answer.
Given the varying motivations for non-Internet usage at home, improved reach to these households will require more targeted approaches. To recapture those households that formerly used the Internet at home, eliminating or reducing cost concerns may offer an opportunity to narrow the digital divide. Alternatively, it could prove more challenging to convince those households that have never used the Internet to overcome their perception of its irrelevance in their lives.