As new research reveals one in five (19%) Brits know someone who is experiencing data poverty, rising to 43% of millennials, a new art installation, ‘Data Darkness’, has been unveiled at the South Bank in London to raise awareness of the 1.9 million UK households affected by the issue this Christmas.
The research, commissioned by Virgin Media O2, coincides with the opening of 70 new National Databank Hubs in O2 stores across the UK, and shows four out of five (83%) Brits rely on digital connections to stay in touch with their loved ones over the festive period.
The National Databank, which is like a food bank but for mobile data, is now available at all O2 stores nationwide, providing free O2 data, texts and calls to those in need – regardless of their mobile provider.
Considering that half (46%) of Brits, rising to three-quarters (76%) of millennials, fear missing out on special moments with friends and family at Christmas, it is no surprise, that three-quarters (74%) believe it is important to be digitally connected over the holidays.
Indeed, almost half (46%) of Brits say being digitally connected helps them overcome distance, and a quarter (28%) say it can maintain and build family traditions, while a tenth (11%) participate in virtual games or activities together on Christmas day.
However, it’s not just at Christmas time that lack of digital connectivity is an issue. Paying the bills (53%), booking doctor appointments (30%), streaming entertainment (30%), accessing the news (28%) and online shopping (28%) are among the everyday tasks that many take for granted and that they would find the most challenging if they were disconnected.
As a result, the majority (52%) would feel frustrated and almost a third (30%) would have anxiety or worry about missing important updates, while a quarter (24%) would feel lost and a fifth (21%) would feel lonely.
Data Darkness
To further draw attention to the issue of data poverty in the UK, Virgin Media O2 has unveiled ‘Data Darkness’, an eye catching and thought-provoking art installation at South Bank’s Observation Point in London.
Playing into Christmas lights season, where crowds flock to the capital to see spectacular festive illuminations, the ‘Data Darkness’ installation stands at an impressive 3 metres tall and 10.5 metres wide, and is made up of 100 miniature homes – where the majority of the homes are lit up, while others are dimmed to near darkness, to highlight the UK households which will be disconnected this Christmas.
‘Data Darkness’ aims to encourage people in need, or those who know someone affected by data poverty, to get free O2 data from an O2 store. You can visit the art installation until Friday 6 December.
The campaign is being backed by campaign and actor, Will Mellor, who unveiled the ‘Data Darkness’ installation. Will is passionate about supporting disadvantaged communities as he grew up in poverty and is committed to helping those in need to access essential services – from free mobile data to ensuring people experiencing homelessness have somewhere safe to stay.
Will Mellor said: “It’s heartbreaking to think there are people who can’t connect with their loved ones this Christmas. I experienced poverty first-hand when I was growing up, so I appreciate how vital initiatives such as the National Databank are to underprivileged communities who are struggling to afford connectivity. I would encourage anyone who’s in need to visit their local O2 store to get free mobile data for 12 months so they can get online and stay connected to everything and everyone they love this Christmas and beyond.”
Digital Lifelines
The research also found that two out of five (42%) Brits, rising to three out of five (59%) millennials, know someone who will struggle either financially or emotionally this Christmas, with 97% planning to check in on them over the holidays.
Almost half (46%) will give them a phone call, while 40% will send them a message, a quarter (23%) will video call, and a fifth (21%) will contact them via social media. Indeed, 44% of Brits admit they would be worried if they couldn’t contact a person who they felt was in need, and 23% would be devastated they didn’t have the opportunity to tell them they love them.
Nicola Green at Virgin Media O2, said: “We know that people experiencing poverty are having to make difficult choices around how they spend their money – but affording mobile data shouldn’t be one of them. That’s why Virgin Media O2 has rolled out the National Databank to all its O2 stores nationwide, offering free O2 mobile data to connect people in need, so they can get online and stay in touch with their loved ones this Christmas and beyond.”
Helen Milner OBE, Group CEO at Good Things Foundation, commented: “I’m delighted to see the National Databank grow even larger, with a further 70 O2 stores across the UK now becoming National Databank Digital Inclusion Hubs. Virgin Media O2’s work to help reduce digital exclusion now allows the Databank to extend its impact to even more people and is a lifeline to those struggling to access the internet this Christmas. This means more people in need can access essential services and connect with loved ones. This work underpins Good Things Foundation’s ambition to help 1 million people benefit from the digital world by 2025.Together we can fix the digital divide for good.”
Virgin Media O2 and the UK’s leading digital inclusion charity, Good Things Foundation, founded the National Databank in 2021 to help those in need say connected so they can complete everyday tasks and, crucially, can stay in touch with their loved ones.
The National Databank is available in all O2 stores nationwide, where those who need it can get easy access to a free O2 SIM with 25GB of monthly data for 12 months – enough for around 275 hours of internet browsing per month.
There are now around 3,000 National Databanks Hubs across the country, with O2 connecting more than 200,000 people nationwide. People can find their nearest National Databank here.
