The Health in All Policies (HiAPs) program is an innovative SA Government strategy to reduce the negative impacts that non-health sector policy decisions have on health and well-being. A key part of the model is the application of a health lens to the objectives, plans, policies and proposals of the South Australian Strategic Plan (SASP) in collaboration with key lead agencies. One of Health Lens's initial initiatives supports the SASP 4.8 goal of broadband usage to "exceed the national average by 2010 and be sustained thereafter."
The Directorate of Information Economy of the Department for Further Education, Employment, Science and Technology (DFEEST) had the lead for achieving this target. As part of this Health Lens Initiative, SA Health and DFEEST contracted Flinders University to assist by providing research for two phases of the project. Recent data shows that 83% of Australian adults have a mobile phone (including 79% of retirees and 63% of the unemployed - Australian Communications &.
An April 2009 survey in the US by the national Pew Internet & American Life Project found that Internet use on mobile devices grew significantly between late 2007 and early 2009, and Internet access on mobile phones increased sharply. Therefore, while some participants in the South Africa Phase 1 study needed mobile phones and/or internet access to be more affordable, needed new skills to use more features, or needed more reliable sources of support, assumed that mobile phones could be a solution. a more affordable, convenient and easier to use way to support better access to the internet and its benefits than using a computer, for the majority of the South African population and especially for those in lower income groups and socio-economically disadvantaged groups. The purpose of the Phase 2 research component was to: .. a) conduct focus groups to explore solutions for increasing mobile phone internet access for people in these groups/populations in South Australia.
The project manager and research assistant conducted the 3 focus groups, mostly in the presence of the groups' regular community worker, who had helped with recruitment.
RESULTS OF THE FOCUS GROUP RESEARCH
INFRASTRUCTURE & HARDWARE
SKILLS & SUPPORT
Provide a person/place to help them do this face to face; somewhere they are used to go and trust. Provide a safe environment for people to try and practice using mobile internet – especially somewhere where a person can help with personal needs to learn mobile and mobile internet features – people want it to be. 34;like an idiot" because they are not internet savvy – locations suggested were libraries, community centres, drop-in centers and regional shopping centres.
Build skills to build confidence (eg "I wouldn't know where to look on my phone to see what features are free"). Provide guidance on how to navigate specific websites relevant to them, e.g. Centrelink site. Don't just refer people to the website without checking if they need support - some were very angry and disempowered after some Centrelink offices turned them away from face-to-face support at a counter to a computer they didn't know how to use not operating).
Centrelink as a site for a general flyer AND personal support for more complex questions about using the internet, especially for those who cannot read. Seen as a location that understands that people who come to them usually have a tight budget. I especially wanted to clarify that this is the contact number for the Telecommunications Ombudsmen, which many had never heard of.
People don't even think that using the Internet on their phone could be an option for them, even if their phone has this capability. Legally require full consumer support at all points of sale - how to use features; what free features are available; fine details about the contract, including pricing and how to check 'as-you-use' balances on the phone; what happens if you go over your limit, what happens if you click the wrong button, what happens if the top-up is not done within the specified period, how you can file a complaint, etc.; ending with an offer to return if further support is needed. Allow people to take contract texts with them to stores before purchasing so they can review the fine print with someone they trust.
Computer/internet/cell phone courses must be affordable and accessible (TAFE is not affordable, WEA not accessible in all areas) and well advertised so that people are aware that they are offered. Centrelink can subsidize learning around internet on mobiles, in the same way they pay for literacy/numeracy training as a key competency to get a job. Post a basic tutorial on the actual phone, but need to show people how to find and use it - touch screen options could be helpful.
COST
Similar to Phase 1 participants, those in Phase 2 cited the financial costs of purchasing and using a mobile phone, and mobile internet, as barriers to initiating or increasing use. However, free internet trials are only done if people can trust that there are no hidden costs or subscription pitfalls. Many people who already had free internet options on their phones didn't feel safe yet to "give it a try."
Free prepaid portal sites or advertising if that - it is assumed that the free Telstra 3G sites are only available with the plan. Really tailoring some plans to people on low incomes - making them available in smaller amounts of data or price denominations as needed (ie not long 2 year plans). Providing mobile phone credits/vouchers in line with fuel vouchers or advertising cheaper recharge on shopping bills.
Some would accept ads on their mobile if it would reduce their mobile internet costs. Lowering the speed for standard access by charging premiums for higher rates, or making full use of the bandwidth so that mobile internet becomes more attractive.
CONTENT
FINDINGS FROM THE LITERATURE SCAN
A framework derived from diffusion of innovation theory helps consider how to apply solutions to increase Internet use on mobile phones. This theory posits 5 stages of innovation adoption: knowledge, conviction, decision, implementation and confirmation (see Rogers 1964). Research shows that important factors influencing the adoption of technological innovations are technical compatibility, technical complexity and relative advantage (perceived need) (Bradford & Florin 2003; Crum et al 1996).
Models of technology acceptance suggest the need to raise awareness of how technologies can be useful to people, as well as ways to make use easy and relevant to their daily lives (Davis 1989). The characteristics of the technology also affect its use, including how easily it can be experimented with, so the ease with which existing free internet options can be experimented with in a supported environment is a key factor in increasing mobile internet use. Cultural change theories also suggest that an individual's behavior is more likely to change if the social environment is supportive – this environment includes supportive government policies and measures, such as those that have contributed to the reduction of smoking and increased wearing of seat belts .
Focus group research shows that people go through an orderly set of steps to progress from a non-user of the internet on a mobile phone to a full, regular user. Solutions and recommendations can therefore address issues that move people through all the steps, or move people from one step to another. Some recommendations, such as those that address issues of general awareness, cost, and trust, have the potential to move everyone in the population up the ladder toward increased use, regardless of what stage they are currently at, to become sustained users.
We also need to recognize that people are at different stages of acceptance, which requires different, targeted solutions.
ADDITIONAL RESOURCES
The 2011 census questions require an internet connection in the home and assume that mobile internet access is only included as part of the 'Other' answer. Based on the research findings in this report, it would be useful to participate in the community consultations for the 2016 Census, which will be held by the Australian Bureau of Statistics (usually a year or two after the previous census has been completed), to discuss the possibility of adding a question about the internet connection of a person who includes a specific measure of mobile internet access (which is more likely to be person-specific than apartment-specific). One of seven projects that make up the Pew Research Center, a nonpartisan, nonprofit "fact tank" that provides information on the issues, attitudes and trends shaping America and the world.
The project produces reports that explore the impact of the Internet on families, communities, work and home, daily life, education, health care, and civic and political life. Project reports are based on nationwide random telephone surveys, online surveys and qualitative research.
Industry Canada (2004) ‘Evaluation Study of the Community Access Program (CAP), Audit & Evaluation Branch, http://www.ic.gc.ca/eic/site/ae-ve.nsf/eng/01420.html. Johnson B (2009), 'Google joins push to deliver vital information to Ugandans through their mobiles', The Guardian (UK), http://www.guardian.co.uk/technology/2009/jun/29/ google-launches- applab-in-uganda Accessed 11 September 2009. Juniper Research (2009), 'Low-Cost Handset Markets, Opportunities and Forecasts 2009-2014 http://www.juniperresearch.com/shop/viewreport. php?id=183.
