Major life events—such as births, deaths, moving house, marriage, and job changes—are pivotal moments that often require Australians to interact with 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.
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.
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.
The awareness and access gap is not evenly distributed. Research shows that:
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.
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. The New South Wales government’s approach—building digital journeys around key life events and bundling services through the Service NSW app and digital ID—sets a benchmark for integrated, citizen-centric service delivery. NSW reports the highest satisfaction and ease-of-use ratings nationally, with nearly half of respondents who experienced a life event finding online services made the process easier—significantly higher than other states.
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.