Hats off to Ofcom, which today reveals the main reasons why 30 per cent of the country aren't connected to the internet at home - they either don't want it or can't afford it.
The amazing finding is part of the communications regulator's research ahead of the government's final Digital Britain report, due later this month. One of the main policy objectives of the report will be to increase broadband penetration.
But according to Ofcom, many those who don't have internet access at home just aren't interested.
Some 43 per cent of those not connected at home said they would refuse to go online even if given a free computer and broadband. These "tend" to be retired people, Ofcom said*.
Financial concerns are meanwhile keeping about one third of those without internet at home offline. Ofcom's ideas to bridge the income divide such as subsidised laptops and broadband mostly appealed to younger people with families.
But in summary, most people who choose not to buy a service or product do so because they either don't want it or can't afford it. Got that? ®
*Good for them. They're really, really not missing much.
There may, of course, be some people who are not online who have important things to say about the fact. The BBC have helpfully provided for that important section of the population, in a way that will fit perfectly with their charter, or something.