A Boston Consulting Group Study Found More Than
65% Gained Access to Home Internet or a Device Thanks to a Digital
Navigator
More Than 85% Connected to the Internet at Home
More Frequently and 1 in 3 Found a New Job or Earned More
Comcast to Invest in Community-Based, Digital
Navigator and Broadband Adoption Programs Across the Country
through Project UP
Digital Navigators, individuals affiliated with trusted
community organizations who are trained to help people access the
Internet, use devices, and build digital skills, are critical to
closing the digital divide and reducing socioeconomic inequalities
by helping more people get online, according to the findings of a
Boston Consulting Group study, supported by Comcast, released
today. With the support of these digital case workers:
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- More than 65 percent of survey respondents said they
obtained Internet access or a computer or tablet at home;
among Hispanic and Black Americans, this increased to 72
percent.
- More than 85 percent of all respondents said they used the
Internet more frequently.
- Almost half surveyed obtained better healthcare, and 40
percent received support with basic needs like food, rent,
and housing.
- 1 in 3 found a new job or earned a higher
income.
The study, “A Human Approach to Closing the Digital Divide”,
surveyed more than 1,500 people nationwide who used Digital
Navigator services, interviewed 40 Digital Navigators, and shadowed
six Digital Navigator programs. The findings point to the critical
role Digital Navigators play in teaching digital skills and
increasing Internet adoption in their communities. Additional
findings of the study include:
- Overall satisfaction with Digital Navigators is very
high. Nearly 80% of survey respondents said they were satisfied
with the Digital Navigator services they received, and many praised
them for quickly fixing their issues and making them feel confident
and capable.
- Although effective, Digital Navigator programs remain
underfunded. Many existing Digital Navigator programs operate
at a small scale – some organizations responded only being able to
support fewer than 50 individuals a year. This challenge limits
their capacity to reach the millions of Americans who remain
without home Internet, or who face other challenges to fully
realize their home Internet connection.
- Digital ecosystem players should take in six key areas to
building more effective programs, including diversifying the
ranks of Digital Navigators, developing curriculums and
assessments, creating mechanisms to share knowledge, more research
and evaluation, and execution support.
The new study follows the federal government’s bipartisan
infrastructure bill and the Affordable Connectivity Program (ACP),
which allocates $14 billion to provide a monthly subsidy to
eligible households for broadband service and connected devices.
Along with the federal government’s unprecedented investment in
broadband infrastructure, the United States has a unique
opportunity to reach those who remain without Internet access or
digital skills. Digital Navigators can raise awareness and uptake
of these low-cost Internet programs and address other barriers to
adoption. For instance, data from the Census Bureau and National
Telecommunications and Information Administration (NTIA) show that
nearly 60 percent of non-adopters point to lack of need or interest
as the main reason that they do not subscribe to broadband.
“This study shines a light on the immense contributions of
Digital Navigators and unlocks a world of possibilities to get
everyone connected to the Internet,” said Broderick Johnson,
Executive Vice President, Public Policy and Executive Vice
President, Digital Equity, at Comcast. “While the national funding
for home Internet subsidies has the potential to be transformative
for millions of Americans, this research shows that overcoming the
broadband adoption hurdle is necessary to truly maximize this
federal investment. For over a decade, Comcast has been committed
to digital equity – through our Lift Zones and Internet Essentials
programs we have helped millions get online. In supporting Digital
Navigator programs, we are broadening our work to close the digital
divide by partnering with community-based advocates who are trusted
messengers for how access to the Internet has the power to change
lives for more Americans. We appreciate the work of the Boston
Consulting Group to help us learn more about these important
champions for digital equity.”
“Building on top of our 2021 report with this year’s data has
empowered us to better understand how the digital divide impacts
different communities, and the archetypes of digital navigators
that would be required to bridge them,” said Matt Kalmus, Managing
Director and Partner, BCG. “The constant result underscoring all of
our efforts is that the digital divide will not close without
strong coordination between both the public and private
sectors.”
In line with the study’s recommendation to support their work,
Comcast is investing directly in community-based initiatives and
programs to support Digital Navigator and broadband adoption
efforts within the communities that it serves as part of Project
UP, the company’s comprehensive initiative to advance digital
equity. Grant recipients are based in metro areas across the
country, including Detroit, Boston, Chicago, Denver, Miami,
Houston, Portland and Philadelphia, and more will follow. This
investment will go towards launching and scaling up their efforts
to help get more people connected to the Internet at home and
expand access to digital skills programs.
“Person-to-person connection is essential to helping people get
– and stay – online,” said Marvin Venay, Chief Advocacy Officer at
Tech Goes Home, a nonprofit organization with more than 20 years of
experience in advancing digital equity, and one of the study
participants. “Providing high-quality digital devices and
affordable internet access is key, but without personalized,
culturally-competent support to help utilize those tools, too many
people will remain shut out of the opportunities the digital world
offers. Increasing the number of digital navigators in our
communities will help more people access available resources and
ensure that they are able to be online safely, comfortably, and for
the long-term.”
Comcast has more than a decade of experience advancing Digital
Equity. In 2011, Comcast launched Internet Essentials, the nation’s
largest and most successful private-sector low-income broadband
adoption program; since launch it has connected over 10 million
people to the Internet at home, most for the very first time. It
recently launched Internet Essentials Plus, a service that includes
high-speed Internet, a cable modem, access to millions of WiFi
hotspots, and unlimited data for $29.95 per month. Any Xfinity
customer across all Comcast’s markets who qualifies for the
Affordable Connectivity Program (ACP) can apply their $30 credit
toward their monthly Internet and/or Xfinity Mobile bill. Customers
can visit www.xfinity.com/acp, www.internetessentials.com, or call
844-389-4681 for more information, to determine eligibility, and
sign up. A dedicated ACP Enrollment and Support Center is available
from 8AM to 12AM daily, with multi-lingual capabilities to assist
anyone interested in the program.
Project UP: Comcast’s $1 Billion Commitment to Advance
Digital Equity
Comcast has been committed to connecting people to the Internet
and the technology and skills they need to participate and excel in
an increasingly digital world for over a decade. Looking toward the
next ten years, Comcast is building on that foundation and
expanding its impact through Project UP, a comprehensive initiative
to advance digital equity and help build a future of unlimited
possibilities. Backed by a $1 billion commitment to reach tens of
millions of people, Project UP encompasses the programs and
community partnerships across Comcast, NBCUniversal, and Sky that
connect people to the Internet, advance economic mobility, and open
doors for the next generation of innovators, entrepreneurs,
storytellers, and creators. For more information on Project UP and
the latest news about Comcast’s ongoing efforts to advance digital
equity visit https://corporate.comcast.com/impact/project-up.
About Comcast
Corporation
Comcast Corporation (Nasdaq: CMCSA) is a global media and
technology company that connects people to moments that matter. We
are principally focused on connectivity, aggregation, and streaming
with 57 million customer relationships across the United States and
Europe. We deliver broadband, wireless, and video through our
Xfinity, Comcast Business, and Sky brands; create, distribute, and
stream leading entertainment, sports, and news through Universal
Filmed Entertainment Group, Universal Studio Group, Sky Studios,
the NBC and Telemundo broadcast networks, multiple cable networks,
Peacock, NBCUniversal News Group, NBC Sports, Sky News, and Sky
Sports; and provide memorable experiences at Universal Parks and
Resorts in the United States and Asia. Visit
www.comcastcorporation.com for more information.
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Andrea Garcia andrea_f_garcia@comcast.com
747-257-1736
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