Libraries, coffee shops, some eateries (Panera, Pain Quotidien, McDonald’s, Pret a Manger, etc.) even public spaces of various sorts, offer connectivity. In many ways it is more than an amenity, it provides a public resource. Those who are without cross over to the Haves (from the Have-nots) when they avail themselves of these resources.
The economic impact can be seen through numerous other lenses. The long term economic view is often mitigated by prognosticators’ forecasts of ubiquitous connectivity at minimal cost. Public WiFi and sponsored or advertiser supported connectivity may bear that out. Many retailers have embraced the concept of offering shoppers WiFi in their stores. Target, J.C.Penney, Saks, Macy’s, Sam’s Club and Nordstrom now make WiFi available. Providing connectivity is not meant to address the divide. Rather, it is a response to the widespread use of online information to inform consumer buying decisions.
Consulting firm Deloitte, in a study about the new digital divide, looked at Digital’s Influence on In-Store Sales. “We are at a tipping point in retail — a point where digital channels should no longer be considered a separate or distinct business. Instead, digital is fundamental to the entire business and the entire shopping experience, in and out of the store.” In the report Deloitte details the impact of digital on areas of retail success: Traffic, Conversion, Order Size and Loyalty.
Be it the Haves or the Have-nots, web surfing and the increase in mobile as an everyday part of life are a part of these trends. The use or access may be of less throughput or quality, but Internet usage occurs even among low income families. Casual browsing or hunting for sales and deals crosses all economic levels. This translates into spending and the impact of connectivity on Commerce.
Digital Wherewithal, be it web access, web presence or mobile availability, is a part of everyday life. Advocacy groups, the FCC and others seek to create greater access, cheaper, faster and more broadly available. Digital fluency, and even the ability to apply online for a job, increase in importance with each passing day. The digital divide will lessen over time as the prices of connectivity and devices come down, or as public and private initiatives address the need for the US to catch up with other countries where connectivity is fast, available and abundant. Time will tell, as economic and other social factors force the issue.