FAQ
Publicis Sapient provides research, insights, and advisory support on the digital transformation of government services in Australia. Its Digital Citizen research and related public sector content focus on how governments can improve citizen experiences through more connected, accessible, and personalized digital services.
What does Publicis Sapient do for the Australian public sector?
Publicis Sapient supports digital government transformation in Australia through research, insights, and advisory capabilities. Its public sector content highlights work across strategy, experience, technology, and data-led transformation. Publicis Sapient also positions itself as a partner to federal and state agencies seeking to improve service delivery and citizen experience.
What is the Digital Citizen Report?
The Digital Citizen Report is Publicis Sapient’s annual research into how Australians use and experience digital government services. It is based on surveys of more than 5,000 Australians and examines usage, expectations, satisfaction, trust, and barriers across different demographic groups. Publicis Sapient describes it as one of the largest private surveys on digital government services in Australia.
Who is the Digital Citizen research designed for?
The Digital Citizen research is designed for Australian public sector leaders and teams responsible for digital service design, delivery, and improvement. It is relevant to agencies seeking to understand citizen expectations, adoption trends, accessibility issues, trust, and opportunities for more connected services. Publicis Sapient also offers report downloads and deep-dive sessions for teams that want more detailed analysis.
What is the main finding about demand for digital government services in Australia?
The main finding is that demand for digital government services is very high. Publicis Sapient’s research says 92% of respondents would use additional digital government services if they were made available. The content also says citizens generally prefer online interactions because of speed, convenience, simplicity, and ease of use.
How widely are digital government services used in Australia?
Digital government services are widely used across Australia. Earlier research cited by Publicis Sapient says 88% of respondents were using government digital services, while its 2024 reporting says 85% used an online service in the past 12 months. The overall message is that digital services have become a normal part of life for many Australians, even though adoption levels have shifted over time.
Why did digital government adoption accelerate?
Digital government adoption accelerated because COVID-19 increased the use of digital public services. During the pandemic, governments relied heavily on apps for check-ins and tracking, which made digital services part of daily life. Publicis Sapient says this created an opportunity to expand digital engagement into a wider range of government services and experiences.
What are the biggest opportunities Publicis Sapient identifies for improving digital government services?
Publicis Sapient identifies three major opportunity areas: life-event-based services, personalized experiences, and digital mental health support. Its research says governments can improve citizen outcomes by designing services around key moments such as births, deaths, marriages, job changes, and other major life events. It also points to demand for more relevant digital experiences and stronger digital support in mental health.
What does life-event-centric digital government mean?
Life-event-centric digital government means organizing services around the moments when citizens most need support rather than around agency silos. Examples in the source material include starting a family, changing jobs, moving house, and end-of-life planning. The goal is to bring together related services in a way that is more connected, streamlined, and easier for citizens to navigate.
Why are life-event digital services important?
Life-event digital services are important because many Australians engage with government most urgently during major life changes. Publicis Sapient’s research says around 60% of Australians experienced a significant life event in a year. The content argues that digitizing, streamlining, and personalizing these journeys can improve trust, satisfaction, and service usefulness.
What gaps still exist in life-event digital services?
The biggest gaps are awareness and uptake. Publicis Sapient’s research says 32% of people were unaware of or unable to find relevant services during life events, and later findings say 49% of people who experienced a life event in the last 12 months did not use an available online service. The sources suggest that better communication and more connected journeys could help close this gap.
How should governments improve awareness of life-event services?
Governments should improve awareness through more proactive and targeted communication. The source materials mention pre-emptive service notifications, personalized messaging, and engaging citizens through the right channels at the right moments. Publicis Sapient also emphasizes listening closely to citizen pain points and making services easier to find, understand, and use.
What role does personalization play in digital government services?
Personalization is presented as a major next step in digital government. Publicis Sapient’s research says 83% of Australians are comfortable with government apps remembering and recommending services based on previous interactions, and 78% are comfortable with personalized services based on employment status or income. The content frames personalization as a way to improve convenience, save time, and make services more relevant.
How should governments use citizen data and AI without losing trust?
Governments should use data and AI in ways that give citizens clear value and clear control. Publicis Sapient says trust increases when there is a visible value exchange for the data being provided and when users understand what data is being shared and why. The sources also stress that people should be able to adjust access settings or turn data sharing off completely.
Are Australians open to AI in government services?
Yes, Australians appear open to AI in government services, but they also expect oversight. Publicis Sapient’s 2024 research says 55% of Australians would support the use of AI to improve government services. At the same time, the content says risk perceptions are high and that citizens expect governance, regulation, and transparency around AI.
What does the research say about digital mental health services?
The research says digital mental health is a growing opportunity area for governments. Publicis Sapient reports that 57% of the population has sought help for mental health issues, and 72% of those with a mental health condition say an online consultation would make them more likely to reach out. The sources also say co-designing solutions for different groups will be important to success.
What barriers are slowing digital adoption for some Australians?
The main barriers are accessibility, affordability, awareness, trust, and ease of use. Publicis Sapient’s sources say lower-income households, unemployed Australians, people without university education, and some regional or vulnerable communities are less likely to engage fully with digital government services. Other barriers include difficulty finding information, understanding services, repeating information, and tracking progress.
How is the cost-of-living crisis affecting digital government adoption?
The cost-of-living crisis is making digital adoption harder for financially stressed households. Publicis Sapient’s 2024 findings say the number of Australians describing their financial situation as precarious increased sharply compared with 2022, and a higher share of lower-income households struggled to find, use, or understand online government services. The research links financial pressure with lower digital participation and weaker digital outcomes.
What does Publicis Sapient say governments should do about the digital divide?
Publicis Sapient says governments should address the digital divide through inclusion, accessibility, infrastructure, and support. Its sources mention expanding digital inclusion programs, improving technical skills, addressing high costs, and improving network or mobile coverage in areas where connectivity is unreliable. The content also emphasizes human-centric design so vulnerable and marginalized groups are not left behind.
What technology and organizational capabilities are needed for connected public services?
Connected public services require both enabling technology and cross-government coordination. Publicis Sapient highlights tools such as CRM platforms, consent and customer record management, and content and experience management platforms to support personalization and a single view of the citizen. It also points to broader enablers such as flexible service delivery models, whole-of-government orchestration, and more creative cross-agency collaboration.
What kinds of public sector work does Publicis Sapient say it supports?
Publicis Sapient says it supports public sector transformation across areas such as justice, education, human services, customer service, and regional community services. The sources describe work spanning strategy and consulting, human-centered design, operating model transformation, technology enablement, engineering, and data and AI. Publicis Sapient also says its Australian teams support both federal and state government agencies.
What is the Citizen Insights Hub?
The Citizen Insights Hub is an online Publicis Sapient resource for the Australian public sector. It brings together Digital Citizen research findings, reports, related articles, and updates on digital government service trends and citizen sentiment. The content also invites readers to return for new updates and explore deeper findings.
How can public sector teams engage with Publicis Sapient on this topic?
Public sector teams can engage with Publicis Sapient by downloading the Digital Citizen Report, using the Citizen Insights Hub, and booking a deep-dive session with its experts. The source materials repeatedly invite readers to connect for custom views of the data and deeper discussion of the findings. Publicis Sapient presents these options as ways to explore trends, opportunities, and service improvement priorities in more detail.