Digital Citizen Report 2024
Citizen Insights Hub
Is the Australian Government’s Digital Agenda on Track?
Author: Steven Metzmacher
Key Trends in 2024
- Australia’s ‘Digital Divide’ is Growing
The 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 Australians 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 the government increase uptake?
- Trust in Data Protection is Waning
52% 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 Identity
myGovID makes it easier to access government services, according to 94% of citizens. By expanding myGovID, there’s an opportunity to add even more value.
About This Report
Methodology & Demographics
- Gender:
Male: 49%
Female: 51%
Non-binary: 0.3%
- State/Territory Breakdown:
WA: 10%
NT: 1%
QLD: 22%
SA: 8%
NSW: 31%
VIC: 25%
ACT: 2%
TAS: 1%
- Financial Situation:
Precarious: 21%
Basic: 42%
Stable: 30%
Comfortable: 7%
- Location:
Rural areas (<10k): 15%
Town/city (10k to 100k): 33%
Medium city (100k to 300k): 23%
Large city (>300k): 29%
- Age Group:
Gen Z (18-28): 10%
Millennial (29-44): 41%
Gen X (45-64): 31%
Boomer (65-79): 16%
Builder (80+): 3%
- Country of Birth:
Born in Australia: 77%
Immigrated >10 yrs ago: 17%
Immigrated <10 yrs ago: 7%
- Household Income:
>$200k: 5%
$150k to $200k: 11%
$100k to $150k: 19%
$75k to $100k: 16%
$50k to $75k: 17%
$30k to $50k: 16%
<$30k: 15%
- Diversity:
English as a second language: 12%
Physical or mental health challenge: 11%
Aboriginal/Torres Strait Islander: 10%
Immigrant: 9%
Minority group: 15%
LGBTQIA+ community: 6%
Setting the Scene
"Definitely some [uses] are handy, but I think it’s a mistake to give a machine that can think on its own, too much power."
Australia’s ‘Digital Divide’ is Growing
The number of Australians with precarious finances has almost doubled in the past year, creating a growing gap in digital experiences and outcomes.
- Precarious financial situation:
2023: 11%
2024: 21%
- Comfortable financial situation:
2023: 22%
2024: 7%
- 33% of low-income households struggled to find or use digital services, compared to just 23% of households with higher incomes.
- 37% of high-income households rated their experience of digital services as ‘excellent’, while only 26% of lower earners did the same.
"It did make it easier although I struggled with ATO stuff. This was very confusing through MyGov."
"I found it overwhelming – doing while very stressed and upset."
The Need for Ethical AI Leadership
Would you support the government to extensively use AI?
- Supportive: 55%
- Not very supportive: 27%
- Not at all supportive: 18%
"Especially in high-migration countries like Australia, where English can be a barrier, AI can provide faster solutions with easy translation."
"As long as it made communications and outcomes quicker and more positive/efficient for the user, I’d be in favour of it."
Closing the Service Awareness Gap
- 49% of people did not use online government services for their most recent life event.
- 36% of people did not even think to use online government services.
Q: Did you use online government services related to this life event?
A: “Online services are irrelevant for these events.”
Satisfaction among those who used digital services following a life event:
- Marriage: 98%
- New job: 97%
- Move state: 95%
- New house: 94%
- Birth: 94%
- Death: 92%
- Divorce: 91%
- Retire: 87%
- Job loss: 85%
- Illness: 84%
Trust in Data Protection is Waning
- Concerns about data manipulation:
2023: 27%
2024: 40%
- Concerns about identity theft:
2023: 28%
2024: 45%
- Concerns about privacy:
2023: 37%
2024: 48%
Comfort with government data handling:
- Comfortable: 55%
- I have some doubts: 26%
- Only in very rare circumstances: 9%
- No, not at all: 10%
"I’m hoping it’s 100% safe, but there is always the possibility of a security leak."
"Due to recent events, I’m with Optus and Medibank, my trust of secure networks has declined dramatically."
Extending Digital Identity
Australians with a myGovID:
Device usage by financial situation:
- Smartphones:
Precarious: 81%
Comfortable: 67%
- Laptop/desktop:
Precarious: 37%
Comfortable: 59%
- iPad/tablet:
Precarious: 19%
Comfortable: 14%
myGovID uptake by generation:
- Gen Z: 84%
- Millennial: 81%
- Gen X: 70%
- Boomer: 57%
- Builder: 52%
Publicis Sapient: Experts in Customer-Led Digital Transformation
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For more insights, visit: www.publicissapient.com/insights/citizen-insights-hub
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