Research into reasons for Internet non-use has been mostly based on one-off cohort studies and focused on single-country contexts. This article shows that motivations for being offline changed between 2005 and 2013 among non- and ex-users in two high-diffusion European countries. Analyses of Swedish and British data demonstrate that non-user populations have become more concentrated in vulnerable groups. While traditional digital divide reasons related to a lack of access and skills remain important, motivational reasons increased in importance over time. The ways in which these reasons gain importance for non- and ex-user groups vary, as do explanations for digital exclusion in the different countries. Effective interventions aimed at tackling digital exclusion need to take into consideration national contexts, changing non-user characteristics, and individual experience with the Internet. What worked a decade ago in a particular country might not work currently in a different or even the same country.