Internet Deprivation Study shows new Dependence

Participants in a new US study found living without the Internet more difficult than they expected, with many daily activities impaired, including booking travel, checking sports scores, communicating with friends and family, and paying bills. Yahoo! and OMD, the media agency, ran an Internet Deprivation Study examining consumers' media habits and their emotional connection towards the Internet. All participants in the qualitative portion of the study found it tough, and in some cases impossible, because the tools and services the Internet offers were firmly ingrained in their daily lives.

Nearly half the respondents in a complementary quantitative study indicated they could not go without the Internet for more than two weeks and the median time respondents could go without being online is five days.

'This study is indicative of the myriad ways that the Internet, in just ten years of mainstream consumer consumption, has irrevocably changed the daily lives of consumers. This is true to the extent that it was incredibly difficult to recruit participants for this study, as people weren't willing to be without the Internet for two weeks,' says Wenda Harris Millard, chief sales officer, Yahoo!.

The qualitative portion of the study, fielded by Conifer Research, consisted of an ethnographic study in which participants chronicled their lives without the Internet for a period of two weeks. The study provided a deep view into the emotional connections consumers have with the Internet as the medium that helps them drive their lives. Regardless of age, household income or ethnic background, all participants in the ethnographic research study experienced withdrawal and feelings of loss, frustration and disconnectedness when cut off from the online world. Users described their time offline as 'feeling left out of the loop,' having to 'resist temptation' and missing their 'private escape time' during the day.

A complementary quantitative study was fielded by Ipsos-Insight and showed the Internet as the communications and research medium of choice. In the quantitative portion, 48% of Ipsos-Insight study respondents indicated they could not go without the Internet for more than two weeks. The study also further illustrated the concept of the "digital divide," as three quarters of respondents agreed that the Internet gave them an advantage over those who did not have or use the Internet, such as lower prices, quicker service and more convenience.

The participants' reactions were captured at different stages throughout the two-week study period and supplemented with video and written diaries. The video diaries captured the behavioural, emotional and cognitive changes that occurred during the deprivation period. Three key themes emerged from the study: 'the Internet security blanket,' newly developed and managed social networks, and comfort with use in the workplace.

Internet as Security Blanket

'The Internet has become a major part of my life. Every day of life without the Internet is frustrating.' Glecia H., study participant

'We couldn't plan a weekend getaway.' Kim V.

Internet users feel confident, secure and empowered. The pervasive nature of the Internet is such that participants often forgot or lost the desire to use old fashioned tools like the phone book, newspapers and telephone-based customer service.


A 21st Century Social Network

The survey findings demonstrate that a larger circle of social networks have developed as a result of Web access.

'I haven't talked to people I usually talk to and have been tempted to go on instant-messenger because I feel out of the loop,' Kristin S.

'I'm starting to miss emailing my friends - I feel out of the loop,' Penny C.

According to the research, communications figured most prominently in the withdrawal process. Participants in the study found they missed the ability to exercise control over the pace and content of communication with different layers of friends and families. As a result, during the deprivation period, participants' outer circle of relationships suffered.

Internet in the Workplace

'I miss the private space the Internet creates for me at work.' Kim V.

'I've been taking physical breaks instead of online breaks at work. The difference is that I can't get right back into what I was doing,' Ryan V.

Participants used the Internet to condense everyday activities and shorten the time and effort required to do things from looking up a phone number to finding directions and keeping track of bank balances. The Internet afforded participants the ability to move quickly in and out of their roles between work and personal duties. Without access, they felt exposed in their everyday working environments. Despite the fact that they may need to call friends to make arrangements or read the daily newspaper to find out news, participants expressed that they looked unproductive and lazy to their colleagues when engaged in these activities using traditional means. The Internet helped them conceal these activities and helped them do it much faster. Additionally, Ipsos-Insight poll findings indicated that 47% of respondents felt the Internet made it easier to manage personal and professional relationships.

About the Internet Deprivation Study

The qualitative portion of the Internet Deprivation Study, fielded by Conifer Research, was commissioned to gain a deeper understanding of the behavioral and cultural impact the Internet is having on American households. The results were based on 13 households, containing a total of 28 participants, who gave up their Internet connections for a period of 14 days. The results were based on in-depth analyses of written and videotaped interviews and diaries.

The quantitative portion of the Internet Deprivation Study, fielded by Ipsos-Insight, was a representative omnibus survey of 1000 US online households. The findings, when combined, indicated that many Americans were unaware of the extent that Internet tools and conveniences were integrated into their everyday activities.

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