PART II: STUDY REPORTS
VII. STUDY OF VALUE ORIENTATIONS OF NON-USERS OF INTERNET
2. Non-users of the Internet
According to the analyses of the e-track by Emor and the RISC study, the percentage of non-users of the Internet is above the Estonian average (58%) among non-Estonians and elderly persons (Figure 1). As regards the status of the people, the percentage of non-users is especially high among retired persons (96%) and “Blue Collars” (unskilled and skilled workers) (78%).
Figure 1. Non-users of the Internet among Estonian population aged 15–74
Estonian inhabitants aged Estonian inhabitants aged
15-74 15-74
female managers
male specialists
workers
Estonian pupils, students
other retired 15-24 up to EUR 64 25-34 EUR 65128 35-49 EUR 128192 50-64 over EUR 192 65-74 capital city
basic education city
secondary education county centre
secondary vocational education other town
higher education small town
village 58% 60% 55% 52% 69% 21% 44% 63% 73% 59% 63% 64% 38% 95% 58% 29% 34% 78% 8% 63% 77% 59% 32% 60% 53% 64% 66% 55% 53% 96%
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The value orientations scale according to the RISC system (see Figure 2, the “RISC turtle”) describes groups in which 10% or more of the non-users of the Internet belong (groups: 1–Enthusiasts, 3F–Surfers, 3S–Daredevils, 5S–Wannabes and 2S–Connoisseurs). The groups located closer to each other are characterised by a more similar mentality and view of the world. According to similar views of the world, the above-mentioned five groups can be in turn divided into three sub- groups, which will be observed in greater detail in the analysis below.
Figure 2. Non-users of the Internet on the RISC value scale
(% of non-users belong to the respective group, n=570)
Basis for RISC segmentation:
vertical axis: attitude to changes — the upper point on the axis signifies development and growth, the lower point signifies an aspiration toward stability;
horizontal axis: attitude to life — the right point on the axis signifies pleasure and the left point signifies responsibility;
space axis: adaptation to changes — the protruding fields signify a flexible/ rapid adaptation to changes, the groups not protruding have a stronger need for frames and structure, i.e. adaptation is slower.
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On the left of the axes is the group “2S–Connoisseurs”, who account for 14% of non-users of the Internet. Members of the “4S–Guardians” and “6–Contenteds” have a fairly similar view of the world to the “Connoisseurs”, which is why all these groups are hereinafter viewed collectively as “Passive People”11. “Passive People” form 28% of all non-users of the Internet.
On the right of the axes are the groups “3S–Daredevils” and “5S–Wannabes”, who account for 27% of all non-users of the Internet. These two groups may also be viewed collectively due to their relatively similar value orientations and are referred to as “Blue Collars” in the analysis that follows12.
The groups “1–Enthusiasts” and “3F–Surfers” also contain relatively high percentages of non-users of the Internet, accounting for a total of 20% of non-users of the Internet; they are hereinafter collectively referred to as “Experimenters”13 due to their similar value orientations.
These three groups cover 75% of non-users of the Internet, leaving 25% yet to be described. These are the groups “2F–Pathfinders”, “5F–Jugglers” and “4F– Caretakers”. Their position on the “flexibility” side of the third axis of RISC (the protruding groups marked by the letter “F”) shows that members of these groups adapt to new and different situations relatively better than the people on the “structure” side (marked by the letter “S”). They are relatively less discouraged by various barriers, believing that there is a way out of every situation. The percentage of non-users of the Internet is average or below average among the people with a more flexible attitude to life, i.e. the people forming these groups do not particularly need external help to reach the Internet. Over time as society develops, the groups on the flexibility side of RISC should not be a problem for Estonian society as regards Internet use. There is a high percentage of non- users of the Internet on the structure side, who appreciate order and frames in their lives and expect instructions on how things should be done. The relatively higher percentage of non-users of the Internet in these groups can be explained by the fact that people appreciating structure tend to give up their pursuits more easily when they encounter obstacles. They tend to prefer the life, the circle of people and the activities they are familiar with.
Before the summary that deals with the three groups separately, we will discuss which benefits the non-users generally see in the Internet, which possibilities of the Internet they which to use, and what their reasons for not having used the Internet are.
11 We call this group “Passive People” because it includes a larger than average percentage of elderly persons; the title refers to the mentality of the people belonging in this group — they do not expect any new challenges from life.
12 We call the group “Blue Collars” as it contains a higher than average percentage of skilled and unskilled workers; the group is characterised by an attachment to daily routines and activities. 13 We call the group “Experimenters” as the people forming it wish to try everything that is new.
VII. Study of Value Orientations of Non-users of Internet