Copenhagen.
The next COST298 speaker is Ágnes Urbán, who wants us to move beyond innovators and early adopters in studies of Web 2.0 and other innovative developments. This builds on Rogers's diffusion theory and its extension in the context of new communication theory (network effects, user-led diffusion of ideas).
In Hungary, 41% of the population used the Net in 2007; another 7% have access to computers, but are not online. The rest of the population lag behind in technology adoption. What are the incentives and obstacles to their Internet usage, then? The study divided its focus on non-users with positive attitudes towards ICTs, non-users with negative attitudes, and light users who use computers and the Net,but have no access at home.
Broadly, even non-users accept the importance of ICTs. However, a number of perceived negative consequences (physiological effects from long periods in front of the computer, mental effects, and a decline of personal relationships) were also mentioned. Strong stereotypes about ICT use persist, then. There were notable differences between light and non-users, here, of course - for light users, the Net had a primary role in information seeking, for example.
The first experience with computers and the Net had a significant impact on decisions to use or not to use such ICTs - assistance (by family or friends) is crucial as potential new users are introduced to such technologies, therefore. Families with small children were particularly reluctant, due to the perceived threat of addiction or of fights in the family over access. A lack of free time and an overall fear of addiction were also cited more generally - often in very stereotypical terms ('I don't want to lose my friends by spending all of my time in front of the computer', etc.).
Usage incentives, on the other hand, included specific types of content (health information and old entertainment videos), economic benefits (cheap Skype telephony or email), or external reasons (needing email for work); some older people saw getting online as a kind of life therapy, too. Overall, though, especially amongst non-users, fears and technophobia are still very strong.
