Comcast: Internet Essentials

The challenge

Comcast originally created the Internet Essentials program in 2011 to provide low-cost broadband service for low-income families with school-aged children. In 2016, Comcast wanted to expand eligibility for Internet Essentials to senior citizens in five pilot markets around the country, and needed a partner to support and evaluate the pilot and to create a national rollout strategy for after the pilot.

The strategy

Support community-based partners in diverse markets to ensure successful implementation of the pilot, provide a comprehensive research-based evaluation of the pilot program, and use the evaluation’s findings to develop a national rollout strategy for the expanded Internet Essentials program.

The solution

OATS compiled a comprehensive research overview for Comcast’s leadership about US seniors and broadband adoption, evaluated community partner sites and strategies in different pilot markets, conducted focus groups and surveys of seniors related to broadband adoption and the connection to training and devices, and evaluated enrollment and messaging strategies used for the Internet Essentials senior pilot. OATS also provided ongoing support to Comcast’s community partners engaged in the pilot by licensing OATS’s curriculum, conducting capacity-building sessions for staff and stakeholders, and advising on successful strategies for messaging, training, and enrollment in each community. In 2018, OATS created a vibrant set of training materials to help the program expand to thirteen markets, and in 2019 Internet Essentials program was opened to low-income seniors across the country and OATS will continue to work with Comcast to ensure that older adults are supported in receiving access to low-cost broadband, mainstream devices, and free high-quality training opportunities.