Digital Government Services for Rural and Regional Australia: Bridging the Digital Divide

Unlocking Equitable Access to Digital Government

Australia’s ambition to be a global leader in digital government hinges on ensuring that all citizens—regardless of geography—can access and benefit from digital public services. While digital transformation has accelerated across the nation, rural and regional Australians continue to face unique challenges that risk leaving them behind. Bridging this digital divide is not only a matter of fairness but a strategic imperative for national progress.

The Rural and Regional Digital Gap: Challenges and Realities

Despite a surge in digital government service adoption nationwide, rural and regional Australians are almost twice as likely as their urban counterparts to have never accessed online government services. Recent research shows that while 94% of Australians used at least one digital government service in 2022, uptake in rural areas lags significantly behind cities and larger towns. For example, only 81% of rural residents reported using digital government services, compared to 90% in large cities.

Several factors contribute to this disparity:

• Connectivity Barriers: Rural and remote areas often experience slower, less reliable internet connections, making it difficult to access or complete digital transactions.
• Lower Digital Literacy: Rural populations, particularly older Australians and those with less formal education, are less likely to feel confident navigating digital platforms.
• Trust and Perception Issues: People in rural areas are more likely to express reluctance or skepticism about digital government services, with 13% reporting they would never trust them—compared to 8% nationally.
• Service Relevance and Usability: Rural users are more likely to report that digital services do not meet their needs or are too difficult to use, with 21% disliking digital forms and 13% seeing no benefit in digital services at all.

The Impact: Missed Opportunities and Inequity

The digital divide has real-world consequences. Rural Australians are less likely to access essential services online, from healthcare and financial support to legal and family services. For example, only 52% of rural residents accessed digital healthcare services, compared to 58% in large cities. This gap is even more pronounced for services like finance/taxes and transportation.

Moreover, rural citizens are more likely to miss out on the time-saving, convenience, and transparency benefits that digital services offer. They are also less likely to be aware of new digital offerings or to find the support they need during major life events—such as moving, job changes, or family transitions—where digital government can provide critical assistance.

Best Practices and Success Stories

Despite these challenges, there are promising examples and initiatives that demonstrate how digital inclusion can be advanced in rural and regional Australia:

• Targeted Digital Literacy Programs: Initiatives like the Australian Government’s Be Connected program have helped older and less digitally confident Australians learn the basics of using devices, navigating myGov, and staying safe online. Expanding such programs in rural communities is critical.
• State-Led Innovation: New South Wales has led the way with the Service NSW app and the development of a digital birth certificate, making it easier for citizens—including those in regional areas—to access credentials and services securely. NSW also reports the highest satisfaction with digital government services, thanks in part to its focus on user feedback and continuous improvement.
• Life Event Service Bundling: Governments are increasingly designing digital services around key life events (e.g., births, marriages, moving house), which can be especially valuable for rural Australians who may otherwise face long travel times or limited in-person support.
• Community Engagement and Support: Indigenous communities, while facing their own barriers, have shown above-average uptake of digital services when support and guidance are provided. This highlights the importance of culturally appropriate, community-based digital support models.

Actionable Recommendations for Government Agencies

To close the digital divide and ensure rural and regional Australians are not left behind, government agencies should consider the following strategies:

1. Invest in Connectivity Infrastructure: Continue to prioritize broadband and mobile network upgrades in rural and remote areas, ensuring that all Australians have the baseline connectivity needed for digital participation.
2. Expand Digital Literacy and Support: Scale up digital skills programs tailored to rural communities, leveraging local libraries, community centers, and trusted local organizations. Provide hands-on support and clear, jargon-free guidance.
3. Design for Simplicity and Accessibility: Streamline digital government platforms to be intuitive, mobile-friendly, and accessible even on low-bandwidth connections. Reduce the need for repeated data entry and make processes as simple as possible.
4. Build Trust Through Transparency and Security: Address concerns about data privacy and control by clearly communicating security measures and giving users control over their information. Offer hybrid service models that allow users to speak to an agent or access in-person help when needed.
5. Promote Awareness and Relevance: Proactively inform rural citizens about available digital services and how they can benefit from them, using local media and community networks. Ensure that digital offerings are relevant to rural needs, such as agricultural support, regional health, and local government services.
6. Engage Communities in Co-Design: Involve rural residents in the design and testing of digital services to ensure solutions are fit for purpose. Community feedback should drive continuous improvement.
7. Monitor and Report on Progress: Track digital inclusion metrics by region and publish regular updates to ensure accountability and transparency in closing the digital divide.

The Path Forward: Inclusive Digital Transformation

Bridging the digital divide in rural and regional Australia is both a challenge and an opportunity. By focusing on connectivity, digital literacy, trust, and citizen-centric design, government agencies can unlock the full potential of digital transformation for all Australians. Publicis Sapient’s experience in digital inclusion and customer-centric innovation positions us as a partner of choice for agencies seeking to deliver equitable, high-impact digital government services—no matter where citizens live.

For more insights on digital government transformation and how to drive inclusion in your region, contact our team of public sector experts.

Relevant Links

• The Digital Citizen Survey 2021: Insights into Australian Digital Government Services Usage and Perceptions
• Personalising Digital Government Services for People with Disabilities: Closing the Service Gap
• El Índice de Crecimiento de la Experiencia del Cliente (CXGX) en Servicios Financieros: Una Nueva Perspectiva para América Latina (LATAM)
• Le CX Growth Index (CXGX) : Un nouveau standard pour la croissance dans les services financiers européens (Europe)
• El Índice de Crecimiento de la Experiencia del Cliente (CXGX) en Servicios Financieros: Una Nueva Herramienta para el Crecimiento en América Latina (LATAM)
• El Índice de Crecimiento de la Experiencia del Cliente (CXGX) en Servicios Financieros: Una Nueva Herramienta para el Crecimiento en América Latina (LATAM)
• Le CX Growth Index (CXGX) : Réinventer l’Expérience Client dans les Services Financiers Européens (Europe)
• The Digital Citizen Survey 2021: Insights into Australian Digital Government Services Usage and Perceptions