As businesses, services and communications move online, some demographic groups can be left behind, particularly later living groups.
As a connectivity provider to later living communities across the UK, Wifinity knows that despite increasing technology adoption among older adults, some still face connectivity challenges. Lack of digital literacy, accessibility concerns and unfamiliar technology still create barriers to digital inclusion.
As we rollout one of the later living sector’s largest connectivity programs to more than 1.7k properties across the UK, we have taken a different approach from other network suppliers. Wifinity has proactively recruited and developed a dedicated in-house customer engagement team for face-to-face engagement with the aging demographic. While we cannot make them digital natives, we enable digital inclusion by making users more comfortable with the technology. We also improve their independence and social connections, leading to a better quality of life.
Why the need for customer engagement?
Adults aged 60 years and older are expected to reach two billion globally by 2050, up from 900 million in 2015 (source: World Health Organisation). With average life expectancy continuing to rise in step, the demographic is a key focus for businesses, with many new healthcare, banking, retail, and telecommunications services moving online.
Despite increased internet use during the pandemic to stay connected with family and access essential services, older people still grapple with lack of digital skills, confidence, and access to devices and/or reliable internet.
Over 3.7M people in Great Britain for example, have never used the internet or have not used it for more than a year. Of these, the majority are aged 50+, more than 2.75m are aged 65+ and 2.5M are aged 70+. Ofcom’s 2022 Digital Exclusion Review found that barriers to internet connection included:
- Affordability (no specific tariffs for the elderly)
- Access (no adequate internet connection at home or elsewhere)
- Ability (disability or lack of digital skills and/or confidence to get online)
Additionally, an Ofcom report in 2022 said that those aged 75+ (26%) were among the groups more likely not to have home internet access. They would fall into the cohort that Citizen’s Advice says where internet access – and related digital functions such as online banking, video calling, council and government services etc. – were becoming out of reach.
Later life charities including Age UK recognise the challenge and have initiated programmes to accelerate digital inclusion such as the Digital Champion Programme, to help older adults develop digital skills through one-to-one training and support. As a broadband and WiFi supplier to the sector, Wifinity has taken a similarly responsible role to rolling out our services.
Following our 2023 award of a ten-year contract to provide connectivity to Anchor properties we have been working in partnership with their team to bridge the digital divide with residents. We recruited a dedicated customer engagement team to listen to the different needs at each property, prioritise personal interactions and face-to-face support, and to help older users feel valued and understood.
Our approach to supporting digital inclusion
Our customer engagement team knows that older adults have unique needs and preferences. We understand that without basic knowledge of the internet and how to get online, access to online services such as booking doctor’s appointments and applying for benefits are out of reach. Lack of confidence can affect wellbeing, health and happiness.
Alongside the Anchor’s Be Digital programme, supporting residents to get connected and provide them with digital skills, our approach is to build trust and rapport to help residents embrace technology with confidence. We offer workshops, tutorials and one-on-one sessions to develop residents’ essential skills. The Wifinity team help facilitate these programmes to ensure older adults navigate the internet safely and effectively.
On- and offline support
We provide resources including easy-to-understand guides, videos and FAQs for older adults with the goal of independently troubleshooting issues. These are paired with real-time support through phone calls, chats or in-person visits to help seniors resolve technical issues without stress and boost their confidence. We also advocate for user-friendly digital interfaces, making it easier for them to access services and information online.
Community building
As our internet services roll out across Anchor properties, our team has become something of a fixture. We love being part of the community, making a positive difference through facilitative events (like Q&A and training sessions). With regular feedback loops with our user groups, we know that our work is making a difference, reducing feelings of isolation and encouraging social interaction. We are also listening to how we do things better to meet the needs of this demographic.
The benefits of engaging the later living population
We believe that engaging with the later living population is not only a social responsibility but aligns with our business values by being caring and inclusive. For our customers, we know that by providing exceptional experiences, their customers are more satisfied and outcomes are better. This enhancing their reputation and attracts customers from diverse age groups and backgrounds.
Wifinity is a specialist in complex deployments and do not believe in a one size fits all approach. We tailor our interaction and partner with our customers. We listen, act and care to help seniors to lead more independent, connected lives.
Conclusion
Engaging with older adults through our dedicated customer engagement team has realised massive benefits for the later living housing provider along with their residents. The team is proud to play a role in increasing digital inclusion and reducing the barriers to digital service access. Last week, we published a photo of Tommy, a happy Anchor resident on our social media channels. It was brilliant to watch the reaction.
Tommy has been able to watch the racing on his tablet for the first time. The point being that what is important is individual to each resident – be it racing, politics, talking to their family overseas, watching Countdown in the afternoon or organising clubs and competitions. Third age is very much still an active age and the internet plays a huge role in helping bridge the digital divide for this population.
By investing in inclusive and accessible customer engagement strategies, our team is playing its part in helping everyone enjoy the benefits of a connected world.
Contact sharon.maybury@wifinity.co.uk to find out more about our broadband and WiFi solutions for later living communities, or read more here.