Reality vs
Perception

From our interactions with NIUs over the last five and more years, we have uncovered many misconceptions about this group of people, ranging from who they are to what they know, from how they live their lives to how they regard the internet and their smartphones. These are often based on assumptions from the “first billion” internet users whose experiences are vastly different from theirs.

For one thing, it would be convenient to identify NIUs based on demographics, time spent online, or prior internet knowledge. In reality, NIUs can’t be defined in any of those terms. Time doesn’t always translate to confidence. Prior knowledge won’t always translate to practical usage of current digital tools. And demographically speaking, NIUs live in cities all over the world, from Boston to Brussels to Bombay, where they struggle to understand how the internet can be beneficial to them.

There’s also a general assumption that NIUs are not aspirational or that they are satisfied with their current level of knowledge — that simply being entertained online or connecting with friends and family on social media is enough for them.

The truth is that while entertainment and social connections are two of the major drivers of NIU internet use, NIUs very often express their desire to experience more of the internet, such as accessing education and income opportunities. There is, therefore, a need to help close the gap between that desire and the wealth of possibilities they hold in their hands.

Misconceptions also abound regarding the simplicity of devices, apps, or features. Voice features, for example, can help NIUs overcome plenty of access challenges, but there is much room for current voice technology to be more intuitive and helpful. For example, Voice has no standardized iconography — it might be indicated by an old-fashioned microphone, or a head with an open mouth, or just a red button — which can create confusion among users. In another example, upon activating a voice tool, users could be required to do a recording, or have a conversational interaction, or simply speak to have their words be converted into text in real time. The many possibilities of voice activation could be complex to NIUs. In short, the simplicity of tools cannot be assumed and there is an immense opportunity to create products that are clear, simple to use, and relevant to NIUs.

While misconceptions aren’t limited to the digital world, the difference is that the perceptions about NIUs can manifest themselves deeply within the design and development of the devices, apps, and content NIUs are expected to adopt. The result is a digital world that’s disconnected from their reality, an experience that excludes them, diminishing their confidence and their motivation to participate.

Our goal is to help NIUs progress to Experienced Internet Users (EIUs), people who are able to recognize and maximize the tangible benefits of being online, which include accessing income-earning opportunities, being part of communities where they can be empowere to contribute, acquiring information and education, and even enjoying entertainment.

With collaboration from the wider tech ecosystem, we can build an even more inclusive and equitable internet for NIUs and the NBUs. But we need to start at the start — by dispelling assumptions and preconceived notions before they become “baked in” to the products we’re making for them.

That means sharing the insights we glean with the rest of the industry, through white papers and research findings, for example. Our Voice Playbook (See Voice) was designed to share our findings about the strengths and shortcomings of current voice technology for the greatest benefit of the NIU. With our findings about designing for offline states and for digital confidence, we created toolkits for product-makers. (See Optimizing for Offline and Designing for Confidence).

Not only will this empower more of them to grow into EIUs and leverage the many benefits of the internet to enhance their lives, but it will also enable us to build a better internet for the future for the rest of the world.

Access

Internet access is a basic human right. But the goal of providing equitable and inclusive internet access to everyone remains unmet.

Building inclusive products

Conducting user research, whether it’s on-the-ground or virtual, helps designers better understand the people they aim to serve.

Content

Everyone should be able to find the info they need online, but not everyone can. Find out why.

Designing for confidence

Inclusive digital design can help novice internet users grow their digital confidence.

Ecosystems

Everybody who works in tech can help create a more inclusive, equitable internet for everyone, everywhere.

Financial inclusion

Financial inclusion goes beyond financial access. It’s about empowering, creating opportunities, and accelerating progress.

Growth in Africa

The growth of Africa’s internet economy will shape how everyone uses the internet in the future.

Hardware

The next billion internet users are mobile-first or mobile-only, which makes their smartphone a key part of their digital experience.

Immersion

Teams who immerse themselves in the communities they aim to reach are more likely to build successful products.

Jobs

Tech has the potential to fundamentally change the way employers and job-seekers interact in every kind of market.

Knowledge

It’s the tech community’s responsibility to support novice internet users as they learn how to be online.

Language

Most internet content is published in English. Learn how tech innovations are changing that.

Motorcycle Mode in Maps

Built for the next billion users, Motorcycle Mode in Google Maps shows how developers Google can improve existing services to meet evolving user needs.

Navigating a smartphone

From tapping, to pinching, to swiping, and more—developers can help unlock the value of a smartphone.

Optimizing for Offline

Novice internet users can better access the benefits of the internet with offline capabilities and “lite” versions of apps.

Privacy

We’re developing new ways to protect people’s privacy when they share devices with friends and family.

Questions

It’s our responsibility to help answer the questions of novice internet users—so they’re empowered when they go online.

Reality vs Perception

We’re helping educate novice internet users in order to prevent misconceptions and empower people when they spend time online.

Google Search is a key part of a novice internet user’s experience—providing access to everything from news, medical services, recipes, entertainment, and more.

Teaching

Novice internet users often learn how to use the internet and their smartphones through their friends and family. Learn more about their experiences.

Upboarding

Many novice internet users don’t know common digital symbols and functions. Upboarding helps grow digital literacy by meeting users where they are.

Voice

Developing enhancements for voice tools can help grow the internet and bring more people around the world online.

Women

The barriers women face are disproportionately higher compared to their male counterparts. We have the opportunity to empower women and help close the gap.