Digital Government Services for Life Events: Improving Awareness, Access, and Outcomes
The Missed Opportunity of Life Events in Digital Government
Major life events—such as births, deaths, moving, marriage, and job changes—are pivotal moments that often require citizens to interact with multiple government services. These moments present a unique opportunity for governments to deliver seamless, supportive, and citizen-centric digital experiences. Yet, despite the proliferation of digital government services in Australia, a significant gap remains: nearly half of those experiencing a life event do not use available digital channels, and over a third do not even consider them as an option. This awareness and access gap is a critical barrier to achieving the full potential of digital government transformation.
Understanding the Awareness and Access Gap
Recent research reveals that while 85–94% of Australians use at least one digital government service annually, only 51% of those experiencing a major life event in the past year accessed online government services related to that event. Even more striking, 36% did not even think to use digital channels, and a further 13% tried but could not find what they needed. This gap is not due to a lack of digital infrastructure or citizen willingness—satisfaction among those who do use digital services for life events is exceptionally high, with 93% reporting positive experiences. Instead, the challenge lies in awareness, discoverability, and the ability of digital services to meet the complex, cross-agency needs that life events often entail.
Why Life Events Matter for Digital Service Design
Life events are high-impact touchpoints that cut across traditional government silos. For example, the birth of a child may require registration, healthcare enrolment, family benefits, and childcare support. A move to a new state can trigger needs for address updates, licensing, school enrolment, and local services. When digital services are well-designed and connected, they can dramatically reduce administrative burden, save time, and provide reassurance during stressful periods. Conversely, when services are fragmented or poorly publicized, citizens may default to offline channels or miss out on entitlements altogether.
Who Is Missing Out—and Why?
The awareness and access gap is not evenly distributed. Research shows that:
- Older Australians (especially those 65+) are least likely to be aware of digital life event services, with over half in the oldest cohort unaware of what is available.
- People in precarious financial situations are more likely to experience disruptive life events but also face greater challenges in finding and using digital support.
- Rural and regional residents are almost twice as likely as city dwellers to never access digital government services, often due to lower digital literacy or connectivity.
- People with disabilities and minority groups express strong enthusiasm for digital services but are more likely to report that their needs are not fully met by current offerings.
Satisfaction and Outcomes: High for Users, Low for Non-Users
Among those who do use digital government services during life events, satisfaction is remarkably high. For example, 98% of those using digital services for marriage, 97% for new jobs, and over 90% for moves, births, and deaths report positive outcomes. These users cite convenience, time savings, and clarity as key benefits. However, the benefits are not reaching everyone. For those who did not use digital channels, the most common reasons are lack of awareness, difficulty finding relevant services, or a perception that digital is not relevant to their situation.
What Drives (and Hinders) Digital Service Use During Life Events?
Key drivers of digital uptake:
- Convenience and time savings
- Simplicity and clarity of process
- Ability to access multiple services in one place
- Trust in data security and privacy
Key barriers:
- Lack of awareness of what services exist online
- Difficulty finding or understanding information
- Fragmented or siloed service design
- Concerns about data privacy, especially after high-profile breaches
Recommendations: Closing the Awareness and Access Gap
- Proactive, Event-Driven Outreach
Governments should use data and triggers (e.g., a birth registration or change of address) to proactively inform citizens of all relevant digital services and entitlements. Personalized notifications, checklists, and guided journeys can help citizens navigate complex life events.
- Integrated, Cross-Agency Service Design
Life events rarely fit neatly within a single agency. Governments should invest in integrated digital platforms that allow citizens to complete multiple related tasks in one place, reducing the need to repeat information or navigate multiple websites.
- Targeted Awareness Campaigns
Awareness campaigns should be tailored to demographics with the largest gaps—older adults, rural residents, and those in precarious financial situations. Partnerships with community organizations, healthcare providers, and local councils can help reach these groups.
- Accessibility and Inclusion by Design
Digital services must be designed with accessibility in mind, ensuring that people with disabilities, those with low digital literacy, and speakers of languages other than English can easily find and use support.
- Leverage Data Responsibly for Personalization
Citizens are increasingly comfortable with AI-driven personalization, provided privacy is respected. Governments can use data to recommend services, pre-fill forms, and provide tailored guidance, but must be transparent about data use and security.
- Continuous Feedback and Iteration
Embedding citizen feedback mechanisms at key life event touchpoints will help governments identify pain points and rapidly improve digital offerings.
Case in Point: NSW Leading the Way
New South Wales stands out for its investment in integrated digital life event services. Nearly half of NSW respondents who experienced a life event found online services made the process easier—significantly higher than other states. Initiatives like the NSW Digital ID and Service NSW app, which bundle multiple services and provide clear, user-friendly guidance, are models for other jurisdictions.
The Road Ahead: From Transactional to Transformational
Australia’s digital government journey is at a crossroads. The infrastructure and citizen appetite are in place, but the next wave of progress will come from closing the awareness and access gap at life’s most critical moments. By making digital services visible, accessible, and truly citizen-centric during life events, governments can not only improve satisfaction and outcomes but also build trust and resilience for the future.
Publicis Sapient partners with governments to design and deliver these next-generation, citizen-centric digital experiences—unlocking value for both citizens and the public sector. To learn more or to book a deep dive into the latest research, contact our team of digital government experts.