Key web literacies are fluid (or at least flexible, multilevel) and depend on users' comfort levels and purpose, their own personal whys for using the web -- all components of the user threshold
For example, my community information (not without educational aspects) network consists mostly of social media users -- mostly Facebook -- and some blog readers.
The academic network -- casual academic labor advocacy /information -- should have higher thresholds. Sometimes it does but not consistently ~ cohort ranges from digital humanists to the extremely tech resistant.
In both cases, the threshold comes when they want to do more, see for themselve how a new tool or more skills will get them there.