1 in 3 struggles digitally
Elkjøp's survey of digital exclusion shows that one in three Norwegians thinks the technological development is going so fast that it is difficult to keep up. At the same time, one in four believes that unequal access to technology creates increased social inequality. Now the Elkjøp Fund is distributing one million kroner to help people who are struggling.
"Digitalisation opens up a wonderful world that simplifies, delights and entertains — but for those who lack access to or knowledge of technology, it creates a sense of exclusion. Those are challenges we must solve together as a society," says Managing Director of Elkjøp, Linda Frid Andresen.
Distributing one million kroner
Since 2017, the Elkjøp Fund has distributed over six million kroner to organisations and associations in Norway that help people who struggle with technology in various ways. Now they are looking for more worthy causes and are giving out one million kroner to combat digital exclusion.
"We must lift together. Elkjøp cannot solve all problems, but we can contribute. Our goal is to make everyday life a little easier for those who cannot afford, access, or have enough knowledge to participate in the digitalisation of our society," says Andresen.
And this affects more people than many might think. In Elkjøp's surveys — most recently carried out in April 2024 by YouGov — Elkjøp maps so-called digital exclusion in Norway and the Nordics.
The results from the Norwegian part of the 2024 survey are concerning:
- 18% of Norway's parents say their children have experienced discrimination, bullying or exclusion in connection with online gaming.
- 42% of Norway's parents find it challenging to keep track of their children's digital lives.
- 24% of young people under 29 say digitalisation makes them feel lonelier.
- 31% feel that technology has become so demanding that it is difficult to keep up.
- 25% believe technological development is creating a greater class divide.
- 19% are worried about losing their job to artificial intelligence.
"Even Norway, which is a highly digitalised country, is in tech trouble — which is why we are stepping up our efforts and are hoping for many exciting applicants," says Andresen.
Encouraging everyone to apply
Engaged associations and organisations with an idea that can help reduce digital inequality in Norway are encouraged to apply for support from the Elkjøp Fund.
"We want to make technology accessible to everyone. If you have an idea or a project that digitally includes more people in the local community, we want your application now. We are distributing one million kroner across five regions of the country, giving equal opportunities for support no matter where in Norway you live," explains Andresen.