While Brits are savvy with digital information services such as social web, catch up video services and price comparison websites, they are not making the most of the environmental information available to them online or following basic security measures.

The study, commissioned by BCS, the chartered institute for IT, suggesting the majority of the population is not benefiting from the full social, cultural and commercial benefits of the modern, information driven society.

The research was commissioned as part of a campaign, including a new website, Savvycitizens.bcs.org, designed to help people by signposting useful and expert sources of information and advice. It is hoped people will contribute to the site and share their knowledge.

Elizabeth Sparrow, president, BCS, the chartered institute for IT, said: “Unless all members of society are made aware of how they can access and use information in their daily lives, the significant proportion of Britons who are failing to realise the benefits of information technology will persist.”

It also found that nearly one in four (23%) believe that information technology has failed to improve their lives. By analysing people’s behaviour and attitudes over 23 measures, the institute has created what it sees as a “working description” of what being an information Savvy Citizen looks like.

The study revealed the divide between sophistication in the use of information in some segments (finance, culture and safety) and the lack of it in other areas (environment). For example, three out of every five consumers have used price comparison websites while over 70% were aware of password security and 60% have used video on demand services.

However, only one out of six respondents have calculated their carbon footprint online. Also, only one in three have researched environmental product information online or looked for information on how they can be greener.

It also highlighted the gender divide by finding that “savvy citizens2 are more likely to be men between the age of 18 and 44, in full-time employment and were educated to a degree level. These users are also more likely to own new technologies such as smartphones and e-readers and spends more than ten hours a week on the internet.

Sparrow said: “In some areas people are becoming savvier about the value of information. 80% want information about public services to be more freely available and 90% are conscious and concerned about which organisations have their personal information and what they use it for. However, almost a third don’t take even basic safety steps such as using strong passwords, to protect their identities.

“It is vital that those citizens are informed about how information technology can improve their lives. Until this is achieved large sections of society are at risk of losing out. Education, attitude and skills are key if we want to create an information society with information savvy citizens.”