PUBLISHED DATE: 2025-08-13 07:03:55

The Digital Citizen Survey

Issue 1: Uncovering Opinion Around Digital Government Services

Citizen Insights Hub

Overview of the Survey

In 2021, Publicis Sapient commissioned one of the largest private surveys on digital government services in Australia. The survey examined usage, experience, and perspectives on various aspects of how citizens engage with governments through digital channels. Conducted online in October 2021, it involved more than 5,000 participants across Australia, representing a demographic range of states, age groups, income statuses, and other factors reflective of the country’s population.

The intention is to run this as an ongoing survey, building an index on progress and changes to how citizens engage or would like to engage with government digital services over time. Topical issues will continue to be included to gauge citizen responses, and suggestions for new questions are welcomed.

Summary Insights

Overall Demand and Support for Digital Services

There is a large and growing demand for digital government services across Australia. Nearly all Australians are using at least one government service digitally, with healthcare and finance/tax-related services being the most cited (used by more than half the population). Australians want more digital services in all areas, with the majority open to as many services being made available digitally as possible. Healthcare, ATO, and Centrelink are the most common areas where citizens have suggested extending digital service offers.

Increasing uptake of digital services is primarily about user experience. Financial incentives or simply increasing service offers are less likely to drive new digital users. The key drivers are making services easier to access, simpler to understand, and saving citizens’ time.

Service Area and State Comparisons

Digital usage varies by service area, but user experience is high across the board. There is a significant difference in digital usage across key service areas, with citizens three times more likely to use digital health services compared to legal services, even though experience is rated highly across all areas.

Usage and experience are broadly consistent across states, with some exceptions. While user satisfaction is high across all states and usage is consistent, there are opportunities to learn from best practices in some areas, such as legal and family services, given more material differences between higher-performing states and others.

COVID-19 had a significant impact on the demand and use of digital services. States most affected by COVID-19 have seen the greatest proportion of new users in the last 18 months, as well as the highest demand for digital services.

Artificial Intelligence and Trust

Australians are generally comfortable with Artificial Intelligence (AI)-generated services. The majority of citizens are open to services that remember their details or tailor offerings based on personal information, with comfort levels higher among younger people, those on higher incomes, those with good tech skills, and current users of digital government services.

Trust is a key consideration for openness to innovations in AI. While trust levels are high overall, there is a dip from an age perspective between younger and older citizens. Addressing issues around a perception of losing control of information and reassuring people around security protocols are key priorities for building trust.

Targeted Digital Support When Citizens Need It

There are opportunities to scale and enhance service offers around life events. Governments’ focus on life event service offers is well-placed, with over half of Australians experiencing a major life event in the last year. Younger Australians have the greatest needs in these areas—they are the most willing to engage in this way but also the most likely to not find what they need.

There is high demand for digital support for those experiencing mental health issues. More than half of the population has sought treatment for mental health issues. Those more likely to experience mental health issues—such as younger people, those with a precarious financial position, and those who have experienced a major life event in the last year—are also significantly more likely to seek support if offered digitally.

Experiences and Perceptions of Different User Groups

Openness to innovation within Indigenous communities: Aboriginal and Torres Strait Islander people are above-average users of digital services. They are significantly more trusting of governments in using AI and value service customisation higher than the average. They also self-assess as needing more help and guidance in navigating digital services as a key driver to increase uptake compared to the average.

Potential service gaps for people with disabilities: People with disabilities have a higher-than-average enthusiasm for digital services and are very open to services being personalised based on their disability status. However, they are nearly twice as likely to not use digital channels because they don’t cover the services they need.

Lower support for digital in rural areas: People in rural areas appear to be more reluctant users of digital services, suggesting the need to engage and build trust with these communities if digital is to help provide a consistent service across the country.

Scope, Analysis and Findings

Survey Approach and Key Demographics

The survey was conducted online over approximately one week in mid-October 2021, involving 5,051 participants with a range of demographic characteristics broadly reflecting the population of Australia. Financial situation of employed participants: Definitions:

Use of Government Digital Services

Nearly all Australians are using at least one government service online, with the highest usage within the Millennial group and those living in large cities. For those working, financial situation has less of an implication on usage. Use of Digital Services by Age Group: Use of Digital Services by Financial Situation: Use of Digital Services by Community Size: Duration of Accessing Online Government Services:

Reasons for Using Government Digital Services

92% of Australians want to use digital services more, with ‘convenience’ and ‘saves me time’ as the biggest drivers. Simplicity is also important, but less so than convenience and time-saving. Dissatisfaction with face-to-face services is not a major driver, suggesting citizens are generally happy with these channels and highlighting the importance of a good omni-channel experience. What did you like about using online government services?

Resistance to Government Digital Services

Only 8% of Australians refuse to use digital government services. The main reasons are: A small number, skewed towards younger generations, do not use digital government services because they don’t meet their service needs. What didn’t you like about using online government services?

Digital Service Usage and Satisfaction by Service Area

Usage varies considerably across six core service areas, but satisfaction levels are consistently high. Healthcare is the most popular (66% of users), and legal is the least popular (19%). Service Usage: User Ratings (Very Good/Good):

Opportunities to Grow Digital Service Uptake

92% of respondents said they would use additional services. The key factors to improving service and encouraging usage are creating a simple (44%), easy (44%), and efficient (41%) experience. ‘Saves time’ and ‘ease of access’ are more important than clarity or guidance when promoting digital government services to existing users. Customisation is not a major driver, and financial incentives are less influential. What would most improve your experience? What would encourage you to use more digital government services? Most requested additional digital services:

Suggestions for Filling Gaps in Digital Service

Citizens are happy for governments to keep increasing digital service offers in all areas. The most suggestions for increased service offers were around health, Centrelink, and ATO. Healthcare was suggested the most, especially elements including pathology, electronic health records, and Medicare services. My Gov and Centrelink were also commonly suggested for improved digital services. Other suggestions included online voting, real-time citizen surveys/consultations, and digital identification/certification. Integration with services like Apple Wallet was also mentioned, highlighting the importance of integrating government with other services.

Inter-state Usage Comparisons

Digital service usage is broadly consistent across states, with all states having a usage proportion between 88% and 90%, except for South Australia (85%). Usage in specific service areas varies, such as legal services (15% in QLD vs 23% in VIC) and employment-related services (38% in NSW vs 44% in SA). Confidence in the readiness of respective governments to meet digital needs over the next few years varies from 78% in NSW to 69% in SA.

Inter-state User Experience Comparisons

User satisfaction is high across all states, with some opportunities to learn from best practices in legal and family services from high-performing states. For example, satisfaction with legal services varies from 72% in SA to 92% in WA. Transport and recreation-related services are rated very highly across all states.

Impact of COVID-19 on Usage and Demand Across States

States most impacted by COVID-19 have seen the greatest proportion of new users in the last 18 months and the highest demand for digital services. First-time usage of government digital services was highest in Victoria (65%) and NSW (63%). Demand for more digital services is also highest in these states. Citizens in these states also have a higher opinion of their government’s performance.

Citizens Experiencing Major Life Events

A significant proportion of Australians experience major life events each year, with new jobs and new homes being the most common, especially among Gen Z and Millennials. 60% of Australians have experienced a significant life event in the past 12 months. Younger people are more likely to have experienced a life event, driven by new jobs and new houses. Death of a loved one and serious illness or disability diagnosis are higher for older ages, suggesting opportunities to tailor and target specific services to some user groups.

Prevalence of Life Events Based on Financial Position

Those in precarious financial situations are more likely to experience life events. Loss of job is the most disproportionately impacting event for people in a more precarious financial position, but moving state, marriage, and divorce are also twice as likely for people in a precarious financial situation than those who are in a stable position. Those with precarious or basic incomes are more likely to use digital government services during a life event and generally find them useful, but may need more support as life event services evolve.

Experience of Life Events on Different Citizen Groups

Citizens from different ethnic groups or with physical or mental health challenges are more likely to experience many key life events, highlighting the importance of designing support and accessibility into these services. Aboriginal, Torres Strait, or Indigenous respondents are more likely to experience most key life events, as are those with physical or mental health challenges and people from ethnic minorities.

Citizen Experiences of Life Events Services

Despite the large number of citizens experiencing life events, a significant proportion (32%) were not aware of the services or could not find what they needed. The Builder age category is most likely to be unaware of the service offers available (56%). Millennials and Gen X were most likely to find life event services helpful, though some Millennials could not find what they were looking for, suggesting opportunities for extending digital service offers in areas such as new job or new home.

Use and Usefulness of Support by Life Event Type

Services around birth and inter-state moves are the most helpful, with 73% and 63% of respondents, respectively, using digital services and finding them useful. Support services for those dealing with the death of a loved one were the least considered by citizens (41% did not consider using digital services), suggesting governments need to publicise the additional support available in this area.

Experience of Life Event Services Across States

Usage and usefulness of digital government life event services is broadly similar across states, with NSW slightly leading other states. The highest level of usage and satisfaction with life event services was in NSW (49% found them helpful). Respondents across different states recorded similar levels of not being able to find the services hoped for, with WA and SA slightly higher.

Support for Different Applications of Artificial Intelligence (AI)

78% of Australians are comfortable with AI-generated and data privacy issues, including a significant percentage of those who do not support the concept of government. Comfort levels are higher among those who support governments, people with good tech skills, those with higher household incomes, current users, and Millennials. Comfort with AI Applications:

Trust in Government Around Digital Services

Trust in digital government services is high across the country, with younger and older age groups as the most trusting. The main barriers to trust are lack of control of information (48%), concerns around security (39%), and ability to fix issues (38%). 'Robodebt' is still a concern for more than a third of those who do not trust digital government services. Trust Levels by Age Group:

Prevalence of Mental Health Issues

57% of the population has sought treatment for mental health issues, with prevalence significantly higher among younger age demographics. The most cited conditions are depression, anxiety, and stress-related issues. Those most likely to have sought treatment are those with precarious finances, younger people, and those who experienced a life event. Mental Health Conditions Sought Treatment For:

Demand for Mental Health Digital Services

72% of those with a mental health condition say that an online consult for mental health would make them more likely to reach out for help. This perspective is notably higher among younger populations, with Gen Z at 72% and Millennials at 80%. Overall, 70% of Australians say they are comfortable with online text or video-based assistance with mental health counselling. Comfort with digital support is higher (75%) among those with a mental health condition compared to those without (63%).

Digital Service Usage Within Indigenous Communities

People from Indigenous communities are higher users of digital government services overall, especially in employment, family, and legal services. They are more likely to have experienced a life event and to use online services for life events. They are also more likely to have experienced mental health issues and are much more comfortable with online support for their mental health. Indigenous Use of Digital Government by Service Area (compared to all): Indigenous Experience of Life Events (compared to all):

Perspectives of Indigenous Communities

Citizens from Indigenous communities are more open to AI being applied to their services and convey higher levels of trust in digital government services. They are significantly more comfortable with personalisation by location and having services recommended based on their last interactions. This suggests significant opportunities to innovate digital services for these user groups.

Support Requirements of Indigenous Communities

People from Indigenous communities value support in using digital services more and are significantly more keen to understand progress of changes to their service. They self-assess as valuing support and guidance more (25% seek more support compared to 15% average) and are significantly more keen to understand progress in service delivery or track key changes (35% compared to 13%).

Digital Service Experiences of Those With a Disability

People with a disability have a higher-than-average enthusiasm for digital services and are open to services being personalised based on their disability status. However, they are nearly twice as likely to not use digital channels because they don’t cover the services they need. Digital government service usage is slightly higher for those identifying as having a disability (92%) than the overall population (88%).

A higher proportion of people with disabilities prefer digital services because they don’t like the way they are treated in government offices (26% compared to 16%). 53% prefer digital because they don’t have to talk to anyone, compared to 39% overall. 22% are not using digital services because they don’t cover the services they need, compared to 10% for the whole population. 44% feel customisation would encourage use of digital services, compared to 30% of the overall population. Financial incentives also appear to be a higher influence (38% compared to 27%). 39% are very comfortable with personalised service, compared to 30% of the overall population.

Life Events for People With a Disability

People with a disability are more likely to experience different life events and mental health issues. They are open to receiving support in these areas digitally but can’t currently find all the services they need. Those with a disability experience a much higher level of life events overall. However, a higher proportion of people with a disability using online services at a life event are not finding what they need (28% compared to 22% overall). Reporting of mental health issues is considerably higher for those with a disability—only 13% reported no mental health issues in the last 12 months, compared to 43% of the general population. People with a disability who experience mental health issues are slightly more comfortable using digital services for support (30% compared to 27%).

Digital Service Usage and Experience for Those Living in Rural Areas

People living in rural areas appear to be more reluctant users of digital services. They are less likely to engage and less enthusiastic about the benefits, suggesting the need to engage and build trust with these communities if digital is to help provide a consistent service across the country. Rural residents are lower users of digital services overall and are considerably less likely to use digital in some service areas (e.g., over 10% lower for health or financial services such as ATO). 21% from rural areas don’t like to fill in forms digitally, compared to 14% of the whole population. A higher proportion feel no benefits in digital services (13% compared to 8% overall). Rural residents are slightly more hesitant on AI and show lower levels of trust in digital government services (13% would never trust them, compared to 8% overall).

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