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Customer Needs in the Age of the Mobile. Helen Milner 14 th May 2014. Tinder Foundation makes these good things happen:. Tinder Foundation. We are a staff-owned mutual and social enterprise Vision : A better world for everyone through the use of digital technology

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Customer Needs in the Age of the Mobile

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Customer Needs in the Age of the Mobile

Helen Milner

14th May 2014

Tinder Foundation makes these good things happen:

Tinder Foundation

  • We are a staff-owned mutual and social enterprise

  • Vision: A better world for everyone through the use of digital technology

  • Purpose: We make good things happen through digital technology

Goal is to create independent and confident internet users

Not about broadband infrastructure

Not about one-off usage


Optimised for mobile learning



Moving people to online public services

  • No-one’s ‘spark’ to get digital skills is to interact with Government online (except to get a job)

  • After gaining digital skills via UK online centres (March 2014 data):

    • 81% visited central/local Government websites

    • 56% moved at least one (average 3.8) face-to-face or telephone contact to an online contact with Government

    • Calculation of £232.4m for 1.2m people (2010 – present)

Age of Mobile

  • 6 in 10 adults now use a Smartphone (Ofcom)

  • 53% of people use a mobile device to go online (Vodafone)

  • Number of people using a tablet to go online doubled (16% to 30%) since 2012 (Ofcom)

  • >⅓ of smartphone users use their phone to buy things online - up from ¼ in 2012 (Ofcom)

easier, quicker, more convenient, with simple, attractive interfaces, anytime, anywhere information, connections and transactions

Mobile: not a panacea for digital exclusion

  • However only 1.6% of people only go online using a tablet (OxIS)

  • It is a powerful tool to enable the transition online of a subset of those currently excluded

  • It’s not that the mobile broadband options aren’t available

  • It’s that the people who need these options don’t understand that these choices are there for them

Mobile broadband on a computer

  • CVs, letters, job applications, long and complex benefit forms - need a keyboard and a big screen

  • Choices: benefits of mobile internet via a MiFi or mobile hotspot (through their phone) to get online on a laptop

  • Flexibility of a pay-as-you-go broadband connection and/or a small top-up on a smartphone contract

  • For some people a telephone, committing to a contract is a significant factor preventing internet use

Partnership with Vodafone

  • Potential and the confusion of mobile internet  

  • Will help centres people get to grips with smartphones, tablets and MiFi (portable wifi hotspots)

  • Leaflets introducing the world of mobile broadband

  • A new, free online course, on Learn My Way

  • A ‘hands-on mobile’ pilot: centres given Vodafone smartphones, tablets, and MiFis to loan to local people

  • Vodafone’s new independent report called Mobile: A powerful tool for Digital Inclusion

Evidence: measuring impact

  • Learning Data: automated from Learn My Way, learners, learning activity, viewed at centre and UK-wide level

  • Surveys: Learner demographics (online survey) and Impact data (telephone) for progression to learning and employment, use of Government websites, information around confidence and wellbeing. In field 52 weeks a year.

  • Further impact evaluation: applying volumetricsto economic impact for Government; regular research projects eg social inclusion and digital inclusion, innovative health and digital outcomes

1. Data: Learner, learning, course data

  • Learn My Way

    • Learners: personal planner, bookmarks, progress, badges

    • Centres: totals and per learner

    • National/Aggregated data

  • 135,320 people last 12 months, 12,930 in March

  • Logins: 141,789

  • Favourite courses: 94,961 Online Basics, 66,376 email course

  • Website visits: 1m

2. Surveys: online and telephone

  • Measures the learner profile

  • Including the % of socially excluded learners

  • Customer satisfaction

  • Including to what extent users felt the service helped them learn about computers/the internet or increased their confidence

A monthly online learner survey among registered users of Learn My Way

>7000 respondents per year

Among those who opt in from the above, a telephone progression survey one month later

>1200 interviews per year

  • Evidence of impact and outcomes

  • Progression into formal / informal learning

  • Progression into employment

  • ‘Quality of Life’: impact on skills and behaviour

  • Access to public services online and average no. of contacts shifted

80% Socially Excluded

Quality of Life

Any Positive Outcome:


Employment Progression



Learning Progression


Base: All learners (1,270)

3. Other

Volumetrics, Financial impact, Deep evaluation

Survey data leads to measurement of economic impact:

(1) Entered employment, (2) Started voluntary work, (3) Further learning,

(4) Started a formal qualification

Employment Progression

Employment or Learning Progression

Learning Progression

Impact on employment and learning (>1,200 interviews a year)

A Leading Digital Nation by 2020

With current efforts there will still be 6.2m people in 2020

without basic online skills.

The total investment required to equip100%of the UK adult populationwith

the Basic Online Skills they need to regularly use the internet for themselvesby2020is£875 million.

We suggest investment might be split equally between Government; the

private sector, and the voluntary and community sector.

The investment required to ensure a nation with 100% Basic Online Skills

will be £292 million for each sector.

c. 10% left to reach

In 2020 if carry on at pace and impact of present time (in UK)

Why wait?

100% Ambition

  • Personalised internet for each individual: content, cost, access, interface, usability and user-confidence

  • Helping people to see the benefits of the web, to develop basic online skills and to find a personal broadband solution that works for them

  • It makes a 100% digitally enabled nation a reality and an ambition worth working for

People becoming a volunteer when he’s 93 years old as his mates aren’t getting the benefits of the web

People helping job seekers to look for work online when they’ve not had a job for 10 years

PEOPLE make good things happen

People helping patients to use digital in the ward and take it home with them

Thank You

@helenmilner on twitter

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