Perceived Social Risk
Social risks are present when people are concerned about losing social status from owning and using, or not owning and using, ICT. They are focussed on the personal and social implications. Social risks include perceptions around being ridiculed, embarrassed, feeling vulnerable or anxious. Social risk is often caused by having a lack of digital confidence and trust. There is often an unwillingness to engage with ICT due to feelings of inadequacy and discomfort.
For Dawn, these perceptions of risk manifest in the following ways:
“I fear feeling incompetent and overwhelmed.”
Social risks may be expressed as a fear of negative emotions associated with ICT and the ramifications with their friends. For example, Dawn wants to use Apple pay, she has tried to set it up on her phone but felt overwhelmed. She is scared to try it at a shop in case she holds up the cashier and people will be waiting. The whole idea of apple pay makes her feel incompetent.
“I fear bothering others with my ICT questions and making a fool of myself.”
Social risks may manifest as a fear of bothering others with questions and making a fool of oneself because they don’t know how to use ICT. For instance, although Dawn is single and have a good grasp of ICT, she lacks people around to help. Her siblings are not as tech savvy, and she has limited access to teenagers.