Britain Struck Down by E-Apathy 24/5/00 The Internet revolution is a subject of massive indifference to most Brits, according to new research by MORI for business website FT.com. Despite the perceived fame and fortune associated with the dotcom industry, the nation is gripped by the phenomenon of e-apathy, in which people surveyed about the Internet said they either didn't know or didn't care about the subject. The MORI survey overwhelmingly shows that the British public does not want to be part of the dotcom industry (93% of respondents), nor do they feel they are missing out on the Internet revolution (95%). And whilst one in eight people are envious of the success of new dotcom millionaires, only one in ten believes that the country needs more risk-takers such as them. Regardless of the fact that almost everyone (94%) recognises that the Internet is here to stay and that many young business people have made their fortunes fast, old habits die hard. Almost one out of five people (18%) would still prefer to invest in the old economy rather than the new, if they had the money. Consumer disinterest and apathy in the Internet will be real cause for concern for many dotcom businesses. The research highlights the necessity to build consumer confidence, to ensure the undoubted advantages of the new economy can be shared by all. According to Michael Foster, managing director, FT.com, "Too many people by far are isolated by the Internet rather than empowered by it, which is the perceived wisdom. They don't want to be part of the dotcom revolution, they don't want to invest in it and they donšt understand the technology. It is the responsibility of business and the media to communicate the rewards the Internet can offer in a way which connects with people. Not everyone is technologically literate, and nor should we expect them to be." Foster added: "Dotcom businesses have a duty to provide sites that are intelligent but accessible, a place where users can find the information they require quickly and easily. Otherwise, the benefits of the Internet are lost." This e-apathy is clearly not due to lack of awareness or exposure as the research showed that more people in the ABC1 group have web access (52%) than read a broadsheet (27%) or tabloid (38%) newspaper. It is more a case of mistrust and cynicism towards the Internet and fear of the technology. One third of all respondents say they do not understand, or like the technology. Research was conducted face to face by MORI on a nationally representative sample of 1,950 British adults 15+ between 13th and 17th April 2000.