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1、Digital Citizen Report 2024No Citizen Left BehindDelivering Exceptional Digital Services for Every AustralianForeword Is the Australian Governments Digital Agenda on Track?Thats the question we set out to answer every year in our Digital Citizen Report,now entering its third instalment.And put simpl

2、y,the answer is yes.Weve seen significant progress in uptake and satisfaction of government digital services since Publicis Sapient began running this survey such as the 13-percentage-point increase in myGovID users from 2023 to 2024.But while these overarching stats show that the governments digita

3、l strategy is working,they can obscure the detailed picture hidden deeper in the data.For example,although overall digital service adoption is improving,our research shows a participation gap between demographic groups based on their financial situations.We noted this divide last year,but in 2024 it

4、 was even more prominent,and it is therefore the main theme of this years report.We also saw that financial pressure correlated with more cautious attitudes to AI technology,lower trust in government,and greater security and privacy concerns.It raises important questions about the governments digita

5、l approach:how do you continue to reassure citizens that their data is safe,encourage them to adopt digital services,improve the quality of those services,and deliver them at scale?This shouldnt distract from the good work already being done.Australians are broadly satisfied and supportive of the wo

6、rk that the government is doing.Where they can identify areas for improvement,the government should take those perspectives into account to build a stronger,more valuable and flexible digital government for everyone.It isnt a weakness;its an opportunity to accelerate.Steven Metzmacher Industry Lead,

7、Public Sector,Publicis Sapient,ANZ3Key trends123Australias Digital Divide is GrowingThe number of Australians with precarious finances has increased by 85%.This financial pressure is creating a disparity between the digital experiences of some demographics.The Need for Ethical AI Leadership 55%of Au

8、stralians would support the use of AI to improve government services but they need reassurance about risk management and clear governance.Closing the Awareness Gap Government life-event services are a clear success story,with 93%satisfaction among users.But not everyone is taking advantage.How can t

9、he government increase uptake?in 202445Trust in Data Protection is Waning52%of Australians have lost trust in the government around data security and privacy.A refreshed focus on security will reinforce continued progress on digital services.Extending Digital IdentitymyGovID makes it easier to acces

10、s government services,according to 94%of citizens.By expanding myGovID,theres an opportunity to add even more value.45About This Report The Publicis Sapient Digital Citizen Report is one of the largest annual surveys on digital Government in Australia conducted by a private organisation.It examines

11、how citizens engage with governments through digital services.It was first commissioned and carried out online in late 2021 and has been repeated twice since.The February 2024 survey included participants from a broad range of demographic groups,reflecting the population of Australia.It offers rich

12、insights on consumer behaviour and citizen-centric services for the public sector.This report aims to:Examine the evolving relationship between citizens and government.Identify gaps in effective delivery of citizen-centric services.Define clear pathways for improved citizen experiences.12367$200k$15

13、0k to$200k$100k to$150k$75k to$100k5%11%19%16%$50k to$75k$30k to$50k10 yrs agoImmigrated10 yrs ago77%17%7%*Categories do not sum to 100%because this question was multiple choice.We have included a selection of notable minority categories in this chart.Minority group classification is a combination o

14、f groups that identify either as;a minority ethnicity/race,having a minority cultural background or belonging to a minority religion.English asa second languagePhysical or mental health challengeAboriginal/Torres Strait IslanderImmigrantMinority groupLGBTQIA+community12%11%10%9%15%6%Methodology&Demo

15、graphics GenderFinancial situation*Definitions:Precarious:I have unpaid bills and I am unsure about how I will pay bills.I have debt that will take a long time to pay off.Basic:I am mostly making ends meet.May have some debt.I dont have any significant savings.Stable:I am doing fairly well.Bills are

16、 paid and I have some savings.Overall,I am in good shape.Comfortable:My finances allow me to lead a comfortable life.Our survey focused on customer expectations,experiences and perspectives of Australian citizens in February 2024.It involved 5,061 participants,aiming to give a representative sample

17、of the population along a range of demographic criteria.All figures in this report are rounded to the nearest digit.This rounding means some charts do not sum to exactly 100%.StateCommunity sizeMaleFemaleNon-binary 49%51%0.3%31%NSW25%VIC22%QLD1%NT8%SA10%WA3%TAS2%ACTPrecariousBasicStableComfortable21

18、%42%30%7%Rural area:500k15%33%23%29%89Definitely some uses are handy,but I think its a mistake to give a machine that can think on its own,too much power.”Setting the SceneIn the 2023 edition of the Digital Citizen Report,our survey was still being conducted under the long shadow of the COVID-19 pan

19、demic.It was a year when Australian government organisations digital strategies came into maturity;remote working and digital services were no longer a kneejerk reaction to a crisis,but here to stay.We saw improved accessibility,transparency,speed and user-friendliness driving a more permanent shift

20、 to digital services,with greater uptake and satisfaction.In this years research,the number of people using government services has stayed steady,proportional to the number who have experienced life events.85%of Australians have used an online service in the past 12 months,compared to 94%in 2022.But

21、 this decline reflects a similar reduction in the number of people who have experienced a life event(this declined from 65%to 55%over the same period).The trend may be explained by a short-term spike in the number of life events following the relaxing of pandemic restrictions in 2022.Overall,the res

22、earch appears to show positive progress on the governments digital and data strategies,both at state and federal levels.Digital services are becoming a normal part of Australian life.But with the pandemic distinctly in the rear-view mirror,there were two other macro trends in this years research tha

23、t had a significant impact on the results.Those were:the impact of inflation and increased cost of living,and the emergence of artificial intelligence(AI)technologies.The number of Australians describing their financial situation in 2023 as precarious has increased by 85%,compared to 2022.Our resear

24、ch shows that has led to a knock-on effect on digital outcomes.Those under financial pressure are significantly less likely to get the help they need:a third(33%)of respondents in households earning less than$100k struggled to find,use or understand online government services.This is compared to jus

25、t 23%of higher earners.The disparity between higher and lower earners was also borne out in other parts of the research:we saw a roughly 10%gap between higher and lower earners who used myGovID and digital wallets,for example.This digital divide was one of the themes we noted in our 2023 report,but

26、this year we have highlighted it as the overarching trend,due to its wide-ranging impact.ChatGPT had only been publicly available for a few months at the time of our previous survey.In 2024,AI tools are well-established in the public discourse.40%of Australians have used Generative AI in the last ye

27、ar,and 21%use it on at least a weekly basis.AI has huge potential to improve the way government organisations deliver services,and Australian citizens are broadly cognisant of the benefits.But that enthusiasm is tempered by strong risk perceptions(94%have concerns about AI)and desire for governance

28、and transparency(92%want government regulation of AI).As the technology evolves and becomes more widespread in society the need for government to take a strong,responsible stance on AI will become even more urgent.Grappling with these trends is critical to the governments digital service delivery.Ge

29、t it right,and you have a virtuous circle more people use the services,more people trust them,more people have positive experiences.While departments are already doing great work on digital services,the job isnt done.Nearly half(49%)of people who experienced a life event in the last 12 months did no

30、t use an online service that was available to them.2023 showed that economic challenges and emerging technologies can quickly disrupt the path of progress.Analysing these trends gives us the opportunity to identify strengths,threats and opportunities,so that government teams can build more accessibl

31、e,inclusive and seamless experiences,resilient against any further disruption in future.Financial PressuresThe Rise of AIThe Road Ahead1011The great promise of digitalisation in government is that it will allow you to provide simple,secure and connected public services at scale,making sure that more

32、 Australians are getting the support they need.But is that how its playing out in practice?Our research suggests that there is a digital divide in Australia and that gap has worsened since 2022.Some groups are benefitting more from digital services,while others often those who need them most are str

33、uggling to take advantage.We found that there was lower engagement with digital services among the unemployed(16 points lower than employed citizens),lower-income households(11-point disparity),and those without university education(11-point disparity).We also found that those in a precarious financ

34、ial situation were finding it harder to use services and were less likely to trust the government with their data.As the cost-of-living crisis exacerbates financial hardship for many citizens,this gap is going to be felt even more keenly.We asked respondents to describe their financial situation,and

35、 found an 85%increase in those who identify their financial situation as precarious.At the same time,respondents self-describing as comfortable dropped by two-thirds(67%).Financial precarity affects Australians at all levels of household income.While households earning under$100,000 per year were mo

36、re likely to describe themselves as precarious(23%),there were also 17%of households over$100k who reported the same pressure.Concerningly,citizens on lower incomes have a noticeably worse experience of online government services than higher earners.While this isnt an issue with the quality of servi

37、ces overall 93%of users are satisfied it does indicate that experiences may be harder to navigate for those under financial stress.Clearly,the investment in services has been worthwhile.Usage of digital government services is high across all states and territories.But when people are feeling financi

38、al pressure,they are at risk of being left behind.This means the people who could be accessing government services most in their time of need are less likely to get the right support.Inclusivity is a priority for all levels of government:marginalised and vulnerable users need to be considered,to ens

39、ure that services are accessible and available for people who cant use digital channels.With the large increase in people feeling financial pressure,this is more important than ever.Respondents in a precarious financial positionRespondents in a comfortable financial positionAustralias Digital Divide

40、 is GrowingI found it overwhelming doing while very stressed and upset.”23%of households with higherincomes.It did make it easier although I struggled with ATO stuff.This was very confusing through MyGov.”33%of low-income households struggled to find or use digital services.2023202411%21%2023202422%

41、7%37%of high-income households rated their experience of digital services as excellent26%of lower earners rated their experience as excellent.versus just1213When we last ran the Digital Citizen Report survey in 2023,ChatGPT had only just been released.A year on,Generative AI is now a part of our liv

42、es.The Australian public are more aware of the power of AI,and many of them are already using Generative AI tools themselves on a daily or weekly basis(21%).In fact,40%of Australians have used Generative AI at least once in the last 12 months a huge rate of adoption for a newly emerged technology.Pe

43、rhaps because of this high uptake,Australians are broadly familiar with the benefits of AI.Over three quarters(78%)saw at least one benefit of AI being deployed in government processes,including reduced wait times(44%)and 24-hour support(43%).More than half of Australians(55%)would support extensive

44、 usage of AI by the government.The Need for Ethical AI LeadershipOther use cases which scored highly included navigation and mapping(42%),predictive text and autocorrect(37%),and language translation(33%).AI-driven language translation at scale could be particularly useful for Culturally and Linguis

45、tically Diverse(CALD)communities.Would you support the government to extensively use AI?Support for AI usage was especially high among under-45s(65%),high-income households(62%)and those who are already satisfied with government service following a life-event(65%).These groups are often the more dig

46、itally-literate,meaning that as in the previous section attitudes to AI in government are inflected by socioeconomic factors.For example,while only 21%of people couldnt identify a single benefit of AI,this rose among those in rural areas(28%),in lower-income households(27%),and those who had experie

47、nced mental health difficulties in the last 12 months(25%).Although a majority of Australians recognise the potential benefits of AI,94%had concerns about the risks of AI in government services.These included a preference for speaking with a person(57%),data security and privacy issues(49%),and the

48、potential for job losses(44%).The risk awareness levels around AI are high,but the benefits are clear for many Australians.There is an opportunity for government to take a stronger leadership role on responsible AI implementation.An overwhelming percentage of Australians would support this 92%want t

49、o see government regulation for AI systems,and 88%want to have at least some transparency regarding AI and government services.46%wanted full transparency into the code behind the AI.This desire was higher among some of the most concerned groups,such as those with recent mental health struggles(52%)

50、and those with precarious finances(56%).Although the pressure to deploy AI safely is high,this should be encouraging for government organisations it is a mandate for strong AI leadership.If there are clear,ethical standards for how AI is being implemented,with honest and transparent communication,it

51、 may help to allay public concerns,improve adoption,and realise the potential benefits faster.40%of Australians haveused Generative AI(such as ChatGPT)in the past 12 months.21%of all respondents use Generative AI daily or weekly.As long as it made communications and outcomes quicker and more positiv

52、e/efficient for the user,Id be in favour of it.”Especially in high-migration countries like Australia,where English can be a barrier,AI can provide faster solutions with easy translation.”27%Not verysupportive55%Supportive18%Not at all supportive1415In the twelve months up to February 2024,there was

53、 a decline in Australians reported to have experienced a major life event,with only 55%reporting one compared to 65%in the previous year.At the same time,there was a decrease in online service usage,with 85%taking advantage of available services compared to 94%in 2022.This decline may be attributed

54、to abnormally high numbers in 2022 a post-pandemic spike in births,marriages,job changes and house moves.Unless we see a continued decline in 2025,this decrease in overall service usage doesnt therefore suggest an immediate cause for concern;it seems to represent relatively stable adoption rates.Exa

55、mining life event services specifically i.e.excluding regular online services such as tax,finance and legal services reveals a high satisfaction rate of 93%among users.Building a connected journey to support life events is complicated,and involves leadership and collaboration between organisations.A

56、nd its clear from the research that the government has been making the right moves to improve access,connectedness,and efficiency of digital services.Closing the Service Awareness Gap Positive ratings by event type:Divorce91%Marriage98%Birth94%New job97%New house94%Move state95%Death92%Illness84%Job

57、 loss85%Retire87%Perhaps the biggest issue around online services is that the high satisfaction levels only reflect Australians who have used the services.Our research shows that many Australians did not use(49%)or did not even think to use(36%)the online services available to them following a life

58、event.So while a large majority of citizens are using at least one digital service of some kind,there is still an awareness gap for life-event services specifically.Among service users,financial status once again influences satisfaction levels,with lower earners slightly less satisfied(91%)than high

59、er earners(95%).When prompted,those in precarious financial situations were more likely to identify areas for improvement in digital services.For example,they were more than three times as likely to see room for improvement on housing services(23%),compared to comfortable earners(7%).Regular users a

60、re,understandably,more likely to identify areas for improvement.For example,34%of people who had experienced mental health issues wanted to see mental health services improved,compared to 9%of those without issues.37%of people with the Centrelink app would like to see services improved,compared to 2

61、4%of the overall population.This desire for improvement shouldnt be seen as negative feedback on the services;rather,its an opportunity for deeper listening to citizen experiences.Exploring user feedback can help government bodies to ensure a simple,seamless citizen experience in the moments that ma

62、tter.Government digital services are clearly effective the vast majority of Australians who engage with online services are satisfied.However,more could be done to increase adoption and reach sections of the public who are not taking advantage of the available services.93%of people who used digital

63、services following a life event were satisfied49%of people did not use online government services for their most recent life event36%of people did not even think to use online government servicesQ:Did you use online government services related to this life event?A:“Online services are irrelevant for

64、 these events.”1617When we compiled our first Digital Citizen Report in early 2022,trust in government was riding high:92%of respondents trusted digital services.This was despite the recency of the Robodebt controversy,which was called out by many of the doubters in that original survey.Since 2022 t

65、hough,there has been a dramatic decline in public trust:56%of Australians are now concerned or have doubts about how the government keeps their data safe.This decline is especially sharp among younger citizens.59%of under-45s have lost trust in the governments ability to protect personal data in rec

66、ent years(the average across all groups was 52%).When asked if their attitude has changed,only 33%of Australians say their confidence in the government hasnt wavered.High-profile data breaches at Optus,Medibank and other private-sector organisations havent helped.These were common in write-in respon

67、ses,with citizens flagging those data leaks as causes for their loss of trust in government services.59%of Australians have changed their behaviour owing to recent data breaches and security incidents(especially those related to government services).Trust in Data Protection is Waning While security

68、is a major focus at both state and federal level,it is just one part of the picture.Concerns about data collection and usage are also top of mind.48%of Australians are concerned about data privacy this year,compared to 37%in 2023.Citizens want to know that their information is being used to provide

69、better services,not in ways that contravene their privacy.Nearly half of survey respondents(45%)had at least some concerns about the way their data is shared between government departments.When citizens worry about their data privacy and security,it dampens their enthusiasm for digital services,incl

70、uding from the government,and can slow down adoption rates.Security,privacy and data governance are foundational to the governments digital agenda and clear,reassuring communication about safety measures is just as critical.Concerns cited by respondents in 2023 vs 2024Are you comfortable with your d

71、ata being shared across government departments?Datamanipulation27%40%Identitytheft28%45%Privacy37%48%20232024ComfortableI have some doubtsOnly in very rare circumstancesNo,not at all55%26%9%10%ComfortableI have some doubtsOnly in very rare circumstancesNo,not at allDue to recent events,Im with Optus

72、 and Medibank,my trust of secure networks has declined dramatically.”Im hoping its 100%safe,but there is always the possibility of a security leak.”1819Our survey has taken myGovID as a focus for the last three years,exploring whether the governments strategy is working,and how its being received by

73、 citizens.With the Digital ID Bill 2024 currently progressing into law,and the Federal Governments recently announced$288m investment in Digital ID,myGovID is going to become an even more critical success factor for Australian public services.This is an important step in the right direction.As authe

74、ntication processes become smoother in the private sector with biometric single-sign on,for example its what citizens will increasingly become used to.They expect to get what they need in the fewest clicks possible,on any device,with the back-end processes happening invisibly.Were seeing a significa

75、nt year-on-year increase in the number of people using myGovID.73%of Australians now have a myGovID login,compared to 60%in our 2023 survey.91%have a positive experience using the service,and 83%find it trustworthy.Whats more,myGovID users have higher engagement and satisfaction rates.94%believe tha

76、t myGovID makes it easier to access government services.Users were more than twice as likely to rate their digital service experiences as excellent(33%)compared to non-users(14%).They are almost three times as likely to believe that the government is getting significantly better at delivering digita

77、l services(20%versus 7%).Extending Digital Identity Compared to non-users,they are also much more likely to feel completely safe trusting the government with their data(21%versus 8%),and they have a higher rate of engagement with federal apps(88%versus 65%).The evidence suggests a strong correlation

78、 between myGovID usage and the kind of digital experiences that the Australian government is trying to drive.Smartphones were the most popular device for accessing government services 73%of users accessed a service through their mobile.Laptops and desktops were the next most popular(43%),followed by

79、 tablets(15%).Smartphones were more popular among younger generations,whereas laptops were the dominant device for over-65s.Smartphones were also significantly favoured by those in precarious financial situations.The next step for myGovID may be extending it into business transactions.This would hel

80、p to reduce identity theft,limit the amount of data that citizens need to share online,and make authentication processes more seamless.Three quarters of Australians would support this kind of expansion(74%),with younger Australians showing the strongest enthusiasm.As these generations age into the A

81、ustralian workforce and take up leadership positions,the momentum for myGovID in business is likely to grow.Australians with a myGovIDDevice usagemyGovID access preferences by financial situation73%phones43%laptop/desktop15%iPad/tablet Enthusiasm for businesses to start using myGovID,by age groupGen

82、 ZMillennialGen XBoomerBuilderSmartphonesLaptop/desktopiPad/tabletPrecariousComfortable81%67%37%59%19%14%Gen ZMillennialGen XBoomerBuilder81%84%81%70%57%52%87%83%71%65%69%45%33%37%42%17%14%16%9%24%31%73%202460%20232021Publicis Sapient:Experts in Customer-Led Digital Transformation Helping the public

83、 sector unlock the benefits of digital for citizens and societyOur Organisation20,000 passionate people50+offices globally connected30+years of digital pioneering and customer innovation2,000+large-scale innovation projects delivered for major multi-national and government organisationsOur ScalePion

84、eers of digital firsts.Designers,creatives,strategists,architects and engineers builders of technology for good.People are our obsession.Radically human-centred,so the products and services we build are transformative for the people and communities you serve.Trusted to deliver.Trusted by our clients

85、 to put their interests first working with us feels different because it is.Public sector experts.Our team includes public sector leaders with decades of experience and a passion for impact.CapabilitiesSTRATEGYDeveloping and testing your hypothesis on priority value pools PRODUCTHelping organisation

86、s transform at the intersection of value,viability and execution EXPERIENCEEnabling ongoing value for your customers ENGINEERINGDelivering on your promise,at pace,and at scale DATA&AIValidating your hypotheses and uncovering insights for constant iteration SPEED2223 Publicis Sapient 2024.Report contributors:Steven Metzmacher,Mark Williams,Sanja Galic,Elisa Berg,Carlos Gonzalez,Isabel Macdonald,Gordon Williamson,Bronwyn Meyrick,Tim Chapman,Khedra Cloud and Florence T