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Non-use of the Internet has often been researched within the topic of digital divides. The focus of these studies lay mainly on differences in socio-economic backgrounds and resources. This paper goes one step further by attempting to describe various groups of non-users in two highly developed European countries: Great Britain and Sweden. Results from descriptive analyses, multivariate regressions, and principal components analysis with two waves of comparable data from 2007 and 2009 show a more heterogeneous non-user population in Great Britain and a slightly more homogeneous one in Sweden. Socio-economic factors play a bigger role in influencing who is going online in Britain than in Sweden. Education, occupational status, and household income are significant determinants in both countries. The most important determinants of Internet adoption are age and occupational status. The analysis of a 25-55-year-old sub-sample shows that non-users from this age group feature different socio-economic characteristics from older age groups. Middle-aged British non-users share two specific socio-economic characteristics: low income and unemployment; 25-55-year-old Swedish non-users tend to have low incomes, be unemployed, and be single. Non-users' self-assessment of reasons for non-use do not seem to be consistent with the 'raw data'. Non-users mainly state that they are not interested in the Internet. Many non-users share sceptical attitudes about the Internet, which influences interest in them. There needs to be more detailed research to know exactly which people are not using the Internet and why. [ABSTRACT FROM AUTHOR]