Australia’s digital transformation journey has delivered significant benefits to citizens nationwide, with digital government services now a preferred channel for most Australians. However, a persistent and growing digital divide remains between urban centres and rural or regional communities. While 94% of Australians used at least one digital government service in 2022, people in rural and regional areas are almost twice as likely as their city counterparts to have never accessed these services. This urban-rural gap is a critical issue for policymakers, service designers, and technology leaders seeking to ensure equitable access for all Australians.
Survey data consistently shows that digital government service usage is lower in rural areas (as low as 81–83%) compared to towns, mid-sized, and large cities (approaching 90%). Rural Australians are also more likely to report no benefits from digital services (13% vs. 8% overall) and are less enthusiastic about the advantages, such as convenience and time savings, that drive digital adoption elsewhere. This reluctance is not simply a matter of preference—it reflects deeper, systemic barriers.
Despite these challenges, there is strong evidence that rural and regional Australians want better digital government services—when those services are accessible, relevant, and trustworthy. The path forward requires a nuanced, community-centric approach.
Programs that build digital skills and confidence are essential. Initiatives like community-based digital literacy workshops, peer support networks, and targeted outreach can help bridge the skills gap. Providing clear, step-by-step guidance and ensuring that help is available—whether through local service centres, phone support, or live chat—can make a significant difference.
Building trust requires transparency about how data is used and protected, as well as robust security measures. Governments should communicate clearly about privacy protections and offer reassurance around data handling. Addressing past concerns, such as those raised by high-profile data breaches, is critical to restoring confidence.
Continued investment in broadband and mobile infrastructure is vital. Federal and state programs aimed at improving connectivity in rural and remote areas must remain a priority. Additionally, ensuring that digital services are optimised for low-bandwidth environments and accessible on a range of devices—including smartphones, which are more commonly used by lower-income households—will help broaden access.
Digital government services must be designed with rural users in mind. This means simplifying processes, reducing the need for repeated information entry, and ensuring that services are easy to find and understand. Where possible, services should be tailored to the unique needs of rural communities—such as support for agricultural businesses, remote healthcare, or local government functions.
While digital is the preferred channel for many, a significant proportion of rural Australians still rely on face-to-face or phone-based services. Maintaining a strong omni-channel approach—where digital, phone, and in-person options are integrated and complementary—ensures that no one is left behind during the transition to digital.
Some states and regions have achieved higher satisfaction and uptake of digital government services, even among rural populations. For example, New South Wales reports the highest satisfaction for digital services, with 48% of respondents indicating that online services made tasks easier—outperforming other states. Key factors contributing to this success include:
These best practices can serve as models for other regions seeking to close the digital divide.
To ensure that all Australians benefit from digital government transformation, a coordinated policy and technology response is required:
Bridging the urban-rural digital divide is not just a matter of fairness—it is essential for national resilience, economic growth, and social inclusion. By addressing the unique challenges faced by rural and regional Australians, and by investing in tailored engagement, infrastructure, and support, governments can unlock the full potential of digital transformation for every community.
Publicis Sapient is committed to supporting this journey, leveraging deep expertise in digital transformation, citizen experience, and technology strategy to help governments deliver accessible, secure, and citizen-centric digital services—no matter where Australians live.