Does Digital Inclusion Impact Physical Activity Levels?

Digitally and physically excluded? 

Growing public health inequalities and an aging population present pressing social and economic challenges to the Government. This is primarily through direct costs to the National Health Service as well as indirect costs related to workforce absenteeism. More broadly, an individual’s quality of life is significantly affected by their physical, mental, and social wellbeing. This underpins the Government’s mission to build an NHS Fit for the Future and reduce health inequalities.

My research, in partnership with Skills Enterprise, addresses two intersecting policy spaces:  public health and digital inclusion. An estimated 12 million people in the United Kingdom have very low digital capabilities (i.e., can not or do not access the internet). Evidence from other sectors supports that digital exclusion limits access to online opportunities including public services (e.g., claiming social benefits), job openings, healthcare, travel information, social events, and daily tasks (e.g., shopping and banking).

Increasing physical activity is a key strategy in reducing health inequalities and improving public health.  The sport and physical activity sector has also digitalised as information and services have transitioned to online platforms, including physical activity opportunities including watching sport, registering with clubs, finding opening times and booking facilities. It is not understood how this transition has impacted the physical activity levels of individuals who are digitally excluded. Through surveys and fieldwork at digital literacy classes, this research sought to understand the relationship between public health, physical activity, and digital exclusion.

Research

My research found a number of factors involving digital exclusion that affects physical activity levels, but also solutions to the challenged faces.

1. Digital transitions have reinforced existing inequalities in public health.

Finding information about physical activity opportunities, booking activities, and taking part in online classes were singled out as key challenges. Digitally excluded individuals were physically active through their lifestyle rather than organised activities. Exercise frequency and intensity was still low to moderate. Given the high prevalence of reported chronic illness in the group, they serve to significantly benefit from increased physical activity.

2. Pre-existing socio-cultural factors underpinning ‘offline’ social inequalities exacerbate the impact of the digital divide on physical activity levels.

Economically, lack of disposable income or reliance upon family members for the costs associated with travelling to and participating in exercise classes and sport limited access. Further, the cost of devices and data was an additional barrier to opportunities. Culturally, English literacy was a significant barrier for participants who had to navigate new terms and read instructions in a second language. Temporary work roles with unpredictable work hours, caring responsibilities made planning exercise difficult.

3. Hyperlocal solutions and social networks can promote physical activity amongst digital excluded communities

Socially, immediate family and community networks were recognised as critical resources in overcoming a lack of digital capital to be physically active, however, socially isolated individuals are at heightened risk.

Policy recommendations

• There is a need for sport and public health organisations to consider their digital transitions carefully with inclusively designed websites and equality impact assessments on user experience.
• Public bodies and sport organisations should be providing alternative offline resources and information through appropriate channels to promote inclusion as well as providing various options for second language support.
• Digital skills initiatives should be a fundamental part of efforts to address physical inactivity in helping people find health related online information.
• Efforts to promote digital literacy may be limited in effectiveness if interventions are not paired with strategies to address or mitigate wider socio-economic inequalities.
• For organisations working to improve public health and physical activity, coordinated work with wider stakeholders to deliver holistic interventions would be beneficial.
• Libraries as community hubs situate them as organisations well positioned to address physical activity opportunities. For public health organisations, active partnerships with such organisations could offer opportunities to implement holistic solutions.