The Number of Internet Users – What Role does User Interface Design Play?

Internet usage and connectivity varies greatly around the world. In Germany, around 72% of all households have internet access. While this may seem high, especially when put into the context of developing countries, it still means nearly one third of all households lack internet access. One of the reasons for this could be age and the age-related habits or requirements of elderly people. In Germany, 60% of adults use the internet whereas 80% of 10-13 year olds use the internet. Statistics from the US reveal that overall 79% of adults use the internet, but on further inspection one can see that the number of 18-29 that use the internet, at 92%, is double the amount of those aged 65 and over, at 42%.

Another reason could be differences in income or social status. On a macro level, the countries with the highest number of computers per people and households with internet tend to be those with the highest GDP. Within those countries, households from a lower socioeconomic background tend to have less internet access. In Britain, this led to the then premier Gordon Brown to start an initiative to provide 270,000 economically disadvantaged families with laptops and free internet connection. China, with 298 million users, has the most internet users in the world, but considering its huge population that only means that 22.4% (below the world average) of their population are using the internet. Africa by contrast has an average internet penetration rate of 8.7%.
Could the reason a third of the population in countries like Germany do not use the internet be due to inadequate interface design and/or usability issues in general? While many popular websites have interface designs that are designed with the best usability principles in mind, they often focus on younger age groups – not only in content and functionality, but in important areas of interface design. These include small to medium font sizes or navigation elements that require good eye-sight, screen layouts that are unfamiliar to people used to print products, complex navigation schemes and a plethora of options to select, as well as terminology and language which often includes modern non-native terms like “Home”, “Account”, “Login”, and the like. All these elements of an interface design pose potential barriers to use by older people.

Aside from other reasons for the lack of 100% internet access at home – such as people not feeling the necessity perhaps having (free) internet access at work, school, wireless access at their favorite cafe, or even from their mobile phone – usability and interface design issues may help explain part of the large portion of the population that still doesn’t use the internet. This shows that in order to improve and facilitate internet use for certain groups in the population, such as the growing group of elderly people in developed nations, their special requirements in terms of usability and interface design will have to be catered to. This may well open new market opportunities, such as accessible internet and others. Yet, there needs to be more, perhaps even special arrangements by providers taking into consideration the needs relating to content and layout of interface designs with special settings or access options for certain population groups.

While internet access is a good indicator of internet use, statistics on this indicator do not tell the full story. Consider these facts: The mobile phone application market is expected to grow to $15 billion by 2013. In places like Africa the leapfrogging aspect of mobile phones means that it is easier and cheaper to access the web via a phone than to have internet access at home, leading to a large percentage of internet users not accounted for by internet access statistics. In addition, it is worth noting that internet use can never be 100% of the population considering that some people, like those in prisons, are often not allowed to use the internet.