State-by-State: How Digital Superannuation Experiences Vary Across Australia’s Regions

Australia’s superannuation system is a pillar of financial security, yet the digital experiences that underpin member engagement are far from uniform across the country. As digital transformation accelerates, understanding how superannuation engagement, accessibility, and member expectations differ by state and region is critical for funds, policymakers, and digital strategists seeking to close the engagement gap and deliver inclusive, high-value experiences for all Australians.

The National Picture: High Digital Demand, Uneven Engagement

Australians are increasingly digital-first in their approach to financial services, with 74% not actively engaging with their super fund and most unaware of their current balance. While 88% understand the importance of superannuation, engagement remains low, and 44% of members find digital experiences and information overly generic. These challenges are magnified for members in regional, rural, and remote areas, as well as for those with lower digital literacy or accessibility needs.

Regional and State Disparities in Digital Superannuation Engagement

Urban vs. Regional and Rural Australia

Research from the Digital Citizen Survey and the Digital Member Experience (DMX) framework reveals a clear digital divide:

• Urban Australians are more likely to use digital channels for superannuation and other financial services, benefiting from better connectivity, higher digital literacy, and greater exposure to digital innovation.
• Regional and rural Australians are almost twice as likely as their urban counterparts to have never accessed digital government or financial services. Barriers include limited internet access, lower digital skills, and a lack of tailored support.

For example, while 90% of large city residents use digital government services, this drops to 83% in rural areas. Similar patterns are seen in superannuation, where rural members are less likely to engage online, more likely to struggle with digital forms, and more likely to express distrust or discomfort with digital channels.

State-by-State Variations

Digital engagement and satisfaction also vary by state:

• New South Wales (NSW) leads in digital service satisfaction, with 48% of respondents saying online services made tasks easier—higher than any other state. NSW also reports the highest usage of digital services during major life events, such as marriage or home purchase.
• Victoria (VIC) and Queensland (QLD) show strong digital uptake, especially following the COVID-19 pandemic, which drove new users and higher demand for digital services. However, these states also report higher rates of users unable to find what they need online, highlighting the need for better navigation and support.
• Western Australia (WA), South Australia (SA), Tasmania (TAS), ACT, and NT generally report lower digital engagement and satisfaction, with a higher proportion of members unable to find information or complete tasks online.

Barriers to Digital Superannuation Engagement

Across states and regions, several key barriers persist:

• Connectivity and Infrastructure: Rural and remote areas often face slower internet speeds and less reliable access, making digital superannuation portals and tools less accessible.
• Digital Literacy: Older Australians, those with lower education levels, and people in regional areas are less likely to feel confident navigating digital superannuation platforms.
• Accessibility: 55% of superannuation brands fail to meet best practice web accessibility standards, excluding up to a quarter of Australians—especially those with disabilities or age-related impairments.
• Generic Experiences: Overly generic content and lack of personalisation can alienate members, particularly those in diverse or underserved communities.

Member Expectations: Personalisation and Support

Expectations for digital superannuation experiences are rising across all regions. Members want:

• Personalised journeys: 44% of Australians find current experiences too generic. Members in regional and rural areas, in particular, value tailored content that reflects their unique circumstances and needs.
• Seamless onboarding and support: 32% feel unsupported during the application process, and this is more pronounced where digital literacy is lower.
• Clear, jargon-free information: 11% of members find superannuation information difficult to understand, with higher rates in areas with lower education or digital skills.

Opportunities for Region-Specific Strategies

To close the digital engagement gap, super funds should consider:

1. Investing in Digital Accessibility and Inclusion

• Ensure all digital touchpoints meet or exceed accessibility standards (WCAG), and regularly test with real users—including those with disabilities and from regional areas.
• Offer content in multiple formats (text, audio, video) and provide clear, jargon-free explanations.

2. Tailoring Experiences by Region and Segment

• Use data-driven insights to personalise content and journeys for members in different states, cities, and rural communities.
• Develop micro-segmented campaigns and educational resources that address the specific needs of regional, rural, and urban members.

3. Supporting Digital Literacy and Hybrid Channels

• Provide digital skills training and support, especially in regional and rural areas.
• Maintain hybrid service models, ensuring members can access support via phone, in-person, or digital channels as needed.

4. Enhancing Connectivity and Mobile Optimisation

• Optimise digital platforms for low-bandwidth environments and mobile devices, recognising that many regional Australians rely on mobile internet.

5. Building Trust and Awareness

• Proactively communicate the benefits and security of digital superannuation services, addressing concerns around privacy and data protection.
• Raise awareness of available digital tools and support, especially in states and regions with lower engagement.

The Path Forward: Inclusive Digital Superannuation for All Australians

Australia’s superannuation sector is at a crossroads. While digital transformation offers immense potential to improve member outcomes, it also risks leaving behind those in regional, rural, and less digitally literate communities. By recognising and addressing state-by-state and regional disparities, super funds can deliver more inclusive, engaging, and valuable digital experiences—ensuring every Australian, regardless of location, can confidently manage their retirement future.

For super funds, the imperative is clear: invest in accessibility, personalisation, and region-specific strategies to close the digital divide and build enduring member relationships across Australia’s diverse landscape.