How to bring the “Blue Collars” to the Internet?

The groups “3S–Daredevils” and “5S–Wannabes” contain a higher than average percentage of workers: 39% (the Estonian average is 22%). The “Blue Collars” (27% of non-users of the Internet, 25% of the population) appreciate their established routines, their job is usually that of a skilled or unskilled worker (such as salesperson, welder, locksmith) that does not require a computer, after

VII. Study of Value Orientations of Non-users of Internet

70

VII. Study of Value Orientations of Non-users of Internet

71

work they go home and deal with their families (which they usually have). On weekends they watch a lot of television (45% of them watch TV on the weekend for five or more hours a day; the Estonian average is 31%). They are not willing to change their daily routines easily.

The relation of “Blue Collars” to computers and the Internet is on the level of average non-users. They also demonstrate an average level of interest, i.e. they would be most interested in information-related functions.

What are the obstacles to using computers and the Internet? Psychological, skill and economic barriers can be distinguished on the basis of value orientations and focus group interviews. Economic barriers are most clearly distinguishable: the income of “Blue Collars” per family member is not larger or smaller than the Estonian average, but as “Blue Collars” usually have families with children, most of the money is spent on basic necessities.

Skill barriers mean the actual lack of computer skills and often a poor command of foreign languages, on the one hand. On the other hand, it means the different learning logic of people with basic, secondary or secondary vocational education when compared to people with a higher education (8% of the “Blue Collars” have a higher education, while the Estonian average is 18%). The “Blue Collars” are not used to complementary training –– 91% of them have never attended adult training (the Estonian average is 66%) and have no notion of having to learn anything after graduation from school. They require very clear instructions and guidance, as opposed to people with a more flexible attitude who will seek solutions themselves. The “Blue Collars” may be afraid of uncertain situations: “I might break something (someone else’s computer) or do something wrong (such as make a money transfer on the Internet to a wrong account).

Psychological barriers are the social and psychological obstacles arising from lifestyle and value orientations. The “Blue Collar lifestyle” is fairly routine (work, home, and friends), and it would be fairly difficult to include spontaneous visits to the Internet after work in this routine. The Internet should be introduced to the life of the “Blue Collars” via work, home, or friends. Public Internet access entails another obstacle besides the established routine: the “Blue Collars” do not wish to demonstrate their lack of skills to others. As they appreciate a hierarchy and consider themselves older and wiser than the people they would meet at a public Internet access point, “Blue Collars” are unwilling to visit a PIAP where they can seriously undermine their existing self-image. the same obstacle may arise at home where “Blue Collars” want to appear older and wiser than their children. What are the potential motivations of the “Blue Collars”? It should be noted that the “Blue Collars” are interested in short-term events. They should not be spoken to about how the Internet will be useful in the future, but have to see an actual personal gain at once, such as job advertisements, car sales advertisements, cheap travel offers. Like all non-users of the Internet, the “Blue Collars” are also particularly interested in the information function, i.e. information about various

VII. Study of Value Orientations of Non-users of Internet

70

VII. Study of Value Orientations of Non-users of Internet

71

opportunities. Internet banking may present an opportunity for personal gain, as it saves the bus fare or petrol cost of going to a bank (at the same time, one should not forget that many rural inhabitants use standing orders or settle their accounts in cash); it us also useful for learning about the account status, finding a discount travel offer or receiving a prescription from a doctor.

How to bring “Blue Collars” to the Internet? “Blue Collars” are attracted by personal gain, particularly monetary gain (a saving on bus fares, cheaper services or products), a time saving is less important. “Blue Collars” will not change their daily routines for the sake of something new or even interesting. The Internet should reach them via work, home, or friends.

8. “Experimenters” will very likely find their way to the Internet themselves

Of the three groups of non-users observed, “Experimenters” (20% of non-users of the Internet, 23% of the population) can be brought to the Internet the most easily. The attitude of “Experimenters” to the Internet is more positive and their readiness to use various services is the greatest. “Experimenters” may be prevented only by their greater impatience –– their lifestyle is hasty and they expect quick solutions; when quick solutions do not work, they may drop the activity. Computer use is not easy and there are a number of potential obstacles. At the same time, “Experimenters” have an interest and readiness to overcome the first barriers and to seek help where necessary.

The “Experimenters” group contains a higher than average percentage (24%) of people aged 25–34 (the Estonian average is 18%). Their lifestyle is more active than that of “Passive People” and “Blue Collars”, and often includes visits to cinemas, restaurants and outdoor activities besides work, home, and friends. They are people who pay much attention to themselves, they engage in sports and take care of their body. “Experimenters” take an active view of their free time, meaning that they can reach the Internet via public Internet access points and via their communications with other people. The Internet use of this group is on the Estonian average level, suggesting that even though the group accounts for one-fifth of all non-users of the Internet, “Experimenters” do not need an approach tailored specifically for them.

In document Digital Divide in Estonia and How To Bridge It (Page 69-72)