BT Recruits Kids To Help Bridge Digital Divide
BT has enlisted the help of an army of children as young as five to front a new campaign to help expand internet usage across the country.
The ‘Internet Rangers’ campaign will see the launch of a special child friendly website, www.internet rangers.co.uk, providing tools and advice to help youngsters get their families online.
The initiative follows research from the telecomms giant, which shows that children are the most effective spur to encouraging reluctant parents or grandparents to use the internet, with nearly a third of all older internet users inspired to go online by a child aged between 13 and 16.
It is not just teenagers that are helping to bridge the digital divide and nearly one in five parents or grandparents have learnt a new skill or been educated via the web following help from a five to eight year-old.
The study also shows that one in four parents or grandparents use email and more than one in ten now shop online following encouragement and help from a young relative.
Mike Hughes, head of the BT digital inclusion campaign, said: “Children are very confident using technology and it makes sense for parents and grandparents to tap into their skills and knowledge. These youngsters can play a key role in helping to bridge the digital divide and we’re hoping that the Internet Rangers campaign is a step towards achieving this aim.”
Lack of confidence was found to be the most significant barrier preventing many adults from using the internet and four in ten parents admit they have to rely on their child when online. The majority of parent regularly rely on their child for IT help and this leaves one in ten feeling embarrassed and more than a quarter feeling out of touch.
According to BT, many of those surveyed are determined to improve their internet skills. More than a third claim they want to learn more and nearly one in three want to catch up with their children.
Last month BT announced its intention to bring broadband internet access to the whole of the UK by 2005 and called on the Government and the industry to work together to make Broadband Britain a reality (see BT Calls On Government To Back New Broadband Target).
BT: 0207 469 2337 www.btplc.co.uk
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