Even in countries like Europe or the United States, there are still uneducated people, including the lack of digital and language literacy. According to McKinsey & Company (2014), approximately 900 million people who do not access or are not connected to the Internet are uneducated. Incentives can also become a barrier, even as the utility of the Internet is increasingly developing in providing access to information and resources to improve quality of life. However, there are still many people who still don't have a compelling reason to go online. Incentives, low income and affordability, user capacity and infrastructure are all major barriers standing between millions of people and market access.