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Why People Choose a Particular Service Delivery Channel to Contact Government

Overview

The three key factors of convenience, channel features and availability influence the decision to choose a particular service delivery channel to contact government. The relative importance of these factors varies by channel:

  • Internet—convenience is the dominant motivator to use the internet for four in five (82%) internet users with specific important features including that it requires shorter time (21%) and being able to use it at a time that suits(19%).
  • Telephone—channel features are the main driver for half (55%) of those who use a telephone to contact government. Convenience is important for two in five users (44%) as is a preference to speak to a ‘real person’ (19%).
  • In‑person—availability is important for two in five (43%). Eighteen per cent had to make contact this way or needed to show or sign documents.
  • Mail—availability was a prime motivator for three in five (61%); particularly for a quarter (27%) who were responding to being sent a form or had no other way of making contact (18%).

Encouraging greater use of the internet

Three in five (63%) people indicated they could be encouraged to use the internet more often for contact with government. The main factors that would encourage increased internet use are:

  • Website usability (24%)—improving layout, navigation and search tools, making government websites easier to find, and having better search facilities within them.
  • Website content (11%)—including more basic and concise information as well as more highly detailed information.

Half (50%) of those who do not use the internet could be encouraged to use it more often for contact with government by improving:

  • Access (21%)—particularly improved availability of the internet through better access at home, school, libraries and work.
  • Their skill level (17%)—improved familiarity with using the internet or computers in general would encourage their use of the internet to contact government.

Security remains an underlying concern for those who contact government by internet.

  • Over half (56%) of those who had used the internet to contact government would prefer to re‑enter their personal information each time they use a website rather than have their details stored by the agency. The same proportion (58%) prefers complete anonymity to a personalised interface when contacting government.
  • Despite preference towards anonymity, two‑thirds (69%) would still prefer the convenience of only updating information with the government once (such as change of address), and have government advise other agencies of these changes.
The majority (83%) of people contacting government by internet would prefer a high level of security and a longer transaction time to a faster but less secure transaction.

7.1 Introduction

The key factors influencing the decision about how to contact government can be broadly classified under the following themes:

The relative importance of these factors varies by channel and in 2009 is similar to those in 2008 and 2007.

Figure 32 Most common factors influencing choice of channel

Figure 32 Most common factors influencing choice of channel. Text description follows.

Text description of Figure 32 Most common factors influencing choice of channel

Q6. Still thinking of this most recent contact, why did you do it by…..? Why else? Anything else?
Base: Respondents who made contact by internet (n=1336); landline telephone, SMS or spoke/left a message with a mobile phone (n=1082); in‑person (n=1254); mail (n=316)
Note 1: Responses may add up to more than 100% because respondents were able to give more than one reason within more than one theme as to why they chose a particular channel.
Note 2: Only the most common themes are summarised in the above figure.

7.2 The Internet

Use of the internet to contact government has doubled over the time these studies have been conducted, growing from 19% in 2004–05, to 25% in 2006, 29% in 2007 and 38% in both 2008 and 2009

The opportunities for using the internet to contact government are expanding, particularly with the increasing availability of mobile phones that allow people to send and receive emails and access websites as well as make phone calls.

Figure 33 Use of the internet to contact government services

Figure 33 Use of the internet to contact government services. Text description follows.

Text description of Figure 33 Use of the internet to contact government services

Q4. Thinking of this most recent contact, did you do this …?
Base: All respondents (n=3667)

Convenience continues to be the dominant motivator in the decision to contact a government agency by internet.19

Convenience—Over four in five (82%) of those who had used the internet for their most recent contact with government mentioned at least one aspect of convenience as a reason for doing so:

Features of the internet—Twenty‑six per cent mentioned at least one feature of the channel as a reason for contacting government by internet:

Figure 34 Most common reasons for making contact by internet

Figure 34 Most common reasons for making contact by internet. Text description follows.

Text description of Figure 34 Most common reasons for making contact by internet

Q6C. Still thinking of this most recent contact, why did you do it by (internet/email on your mobile phone/visit a website on your mobile phone)?
Base: Respondents who used the internet in their most recent contact with government (n=1336)
Note 1: Respondents were able to give more than one reason for using the internet.
Note 2: Only the most common reasons are summarised in the above figure.

Focus group participants gave a number of examples that illustrated by the convenience of using the internet to contact government:

 ‘I thought it was really convenient to lodge my notice of disposal on the RTA on the internet when I sold my car.  It just meant I didn't have to try and get to the RTA rushing about and things like that.  So that was good.’

Others also saw the efficiency of the process as an advantage of the internet, especially in comparison to in‑person contact.

‘I am old enough to know when you had to go to the [government] office ... you had to be there [for hours].  That was a real nuisance and it’s so much simpler now.  If you’re savvy with the web and not everyone is; it is so much simpler now.’

7.3 The Telephone

There has been little shift in the proportion of people who have used the telephone to contact government since the start of this series of studies. Telephone use has been consistently around three in ten.

Figure 35 Use of the telephone to contact government services

Figure 35 Use of the telephone to contact government services. Text description follows.

Text description of Figure 35 Use of the telephone to contact government services

Q4. Thinking of this most recent contact, did you do this …?
Base: All respondents (n=3667)

Convenience and features of the channel continue to be the most important drivers for using the telephone to contact government, although there have been shifts over time in the relative importance of specific reasons for doing so.

The motivators influencing selection of the telephone and the most important specific reasons within them are:

Convenience—Over two in five (44%) of those who used the telephone to access government mentioned at least one convenience issue as a reason for doing so. The principal reasons were:

Channel features—This has increased in importance. Over half (55%) of those using the telephone to contact government mentioned at least one feature of the channel as a reason for doing so compared to 44% in 2008.

Availability—Fifteen per cent contacted government by telephone because another channel was not possible or available. Specifically, eight per cent used the telephone because their issue could not be dealt with over the internet.

Figure 36 Most common reasons for making contact by telephone

Figure 36 Most common reasons for making contact by telephone. Text description follows.

Text description of Figure 36 Most common reasons for making contact by telephone

Q6A. Still thinking of this most recent contact, why did you do it by fixed telephone (landline)?
Base: Respondents who made contact by landline telephone, SMS or spoke to someone or left a message using a mobile phone (n=1082)
Note 1: Respondents were able to give more than one reason for using the telephone.
Note 2: Only the most common reasons are summarised in the above figure.

The attitudes towards the advantages of using the telephone to contact government were summarised by a focus group participant.

‘I prefer to phone because it is a lot faster.  I just find [using the website] a little bit of a waste of time when I can, you know, I can just get all that information in a quick phone call.  Basically … I get the information that I need and I can ask the questions that I need as opposed to searching for information, finding out what heading it’s under and stuff like that.’ 

7.4 In-Person Contact

The proportion of people who contact government in person has declined each year of this study from 46% in 2004–05 to 29% in 2009.

At the same time the proportion making contact in person because they lacked an alternative is increasing, (from 15% in 2006 to 43% in 2009) and the proportion of people making contact by choice declining. Where a choice to make contact in person is made, convenience remains as an important motivator for doing so, rising from 29% in 2007 to peak at 39% in 2008 and dropping slightly to 33% in 2009.

Figure 37 In-person contact with government

Figure 37 In-person contact with government. Text description follows.

Text description of Figure 37 In-person contact with government

Q4. Thinking of this most recent contact, did you do this …?
Base: All respondents (n=3667)

The most frequently reported reasons for contact in person are:

Availability—Over two in five (43%) mentioned at least one issue associated with lack of choice as a reason for contacting government in person. Specifically:

Convenience—A third (33%) mentioned at least one convenience issue as a reason for doing so. Specifically:

Features of the channel—Just over a third (37%) mentioned at least one feature of the channel as a reason for contacting government in person. Specifically:

Figure 38 Most common reasons for making contact in person

Figure 38 Most common reasons for making contact in person. Text description follows.

Text description of Figure 38 Most common reasons for making contact in person

Q6E. Still thinking of this most recent contact, why did you do it IN PERSON? Why else? Anything else?
Base: Respondents who made contact in person (n=1254)
Note 1: Responses may add up to more than 100% because respondents were able to give more than one reason within more than one theme as to why they chose a particular channel.
Note 2: Only the most common reasons are summarised in the above figure.

Some group emphasised that the personal contact offered advantages not available with other channels.

‘When you’re talking face‑to‑face, often you’ll get that confirmation of well, I think these are the right forms, and the person will look at you and go, politely I’m going to tell you that you don’t need those three, but you do need these two here.  Those sorts of things, you just get face‑to‑face that you don’t get online, unless you’re familiar with the jargon, familiar with the parameters of what the form might be covering..’

7.5 Mail

One in ten (9%) people used mail in their most recent contact. This level of use has been fairly consistent throughout these studies.

Figure 39 Use of mail to contact government services

Figure 39 Use of mail to contact government services. Text description follows.

Text description of Figure 39 Use of mail to contact government services

Q4. Thinking of this most recent contact, did you do this …?
Base: All respondents (n=3667)

The factors motivating the use of mail were relatively stable from 2004–05 to 2007. Since 2008, however, availability issues have gained importance to the point that three in five (61%) of those using mail now report they used mail as a necessity rather than by choice.

Where a person has a choice, convenience is the dominant motivating factor for using mail with 23% of all mail users nominating a convenience factor – a result similar to 2008 (27%). In 2008 the importance of features of the channel as an influence on choice declined markedly to seven per cent but has again risen in 2009 to a quarter (25%), a level similar to 2007 (23%).

The main factors influencing choice of mail are:

Availability—Three in five (61%) mentioned at least one aspect of this theme. Specifically:

Convenience—A quarter (23%) mentioned at least one aspect of convenience. Specifically:

Features of the channel—A quarter (25%) mentioned a characteristic or quality associated with this form of communication, such as needing documentation (20%).

Figure 40 Most common reasons for making contact by mail

Figure 40 Most common reasons for making contact by mail. Text description follows.

Text description of Figure 40 Most common reasons for making contact by mail

Q6D. Still thinking of this most recent contact, why did you do it BY MAIL? Why else? Anything else?
Base: Respondents who used mail (n=316)
Note 1: Respondents were able to give more than one reason for making contact by mail.
Note 2: Only the most common reasons are summarised in the above figure.

7.6 Encouraging Greater Use of the Internet to Contact Government

Three in five (63%) people could be encouraged to increase their use of the internet to contact government. This is similar to the 2008 result (62%) which fell from three‑quarters (73%) in 2007.

This group comprises:

Figure 41 Those who can be encouraged to increase their use of the internet to contact government

Figure 41 Those who can be encouraged to increase their use of the internet to contact government. Text description follows.

Text description of Figure 41 Those who can be encouraged to increase their use of the internet to contact government

Q13. What, if anything, would encourage you to use the internet more often for accessing or communicating with government services?
What else? Anything else?
Q1. Do you use the internet?
Base: All respondents (n=3667)

The frequency with which particular factors are mentioned as likely to encourage increased use of the internet has not changed. Improvements to website layout, navigation and search tools and the ease of finding a site are still the most likely factors to encourage increased use of government websites.

The main factors that would encourage people to increase their use of the internet to contact government are:

Figure 42 Most common factors that would encourage increased use of the internet to contact government

Figure 42 Most common factors that would encourage increased use of the internet to contact government. Text description follows.

Text description of Figure 42 Most common factors that would encourage increased use of the internet to contact government

Q13. What, if anything, would encourage you to use the internet more often for accessing or communicating with government services? What else? Anything else?
Base: All respondents (n=3667)
Note 1: Percentages may add up to more than 100% because respondents were able to provide more than one factor which would encourage increased use of the internet to contact government.
Note 2: Only the most common factors are summarised in the above figure.

There are differences in attitude between internet users and non users, although the relative importance of the various issues to each group is unchanged:

Figure 43 Factors that would encourage increased use of the internet to contact government

Figure 43 Factors that would encourage increased use of the internet to contact government. Text description follows.

Text description of Figure 43 Factors that would encourage increased use of the internet to contact government

Q13. What, if anything, would encourage you to use the internet more often for accessing or communicating with government services? What else? Anything else?
Base: All respondents (n=3667)
Note 1: Percentages may add up to more than 100% as respondents were able to provide more than one factor that would encourage increased use of internet to contact government.
Note 2: Only the most common factors are summarised in the above figure.
Note 3: The category ‘Customer service’ was labelled as ‘Convenience’ in previous studies and contained an additional code that was dropped for the 2008 study.

7.7 People Who Cannot be Encouraged to Increase Their Use of the Internet to Contact Government

Just over a third (37%) people indicated there was nothing that would encourage them to increase their use of the internet for contact with government.

This group comprises:

Figure 44 Those who can NOT be encouraged to increase their use of the internet to contact government—by current internet use

Figure 44 Those who can NOT be encouraged to increase their use of the internet to contact government—by current internet use. Text description follows.

Text description of Figure 44 Those who can NOT be encouraged to increase their use of the internet to contact government—by current internet use

Q13. What, if anything, would encourage you to use the internet more often for accessing or communicating with government services? What else? Anything else?
Q1. Do you use the internet?
Base: All respondents (n=3667)

There is no direct relationship between any identifiable socio‑economic group and those who said that nothing would encourage them to increase their use of the internet to contact government. Rather, this opinion is more closely related to people’s current level of internet use and in particular the extent to which they already use the internet to contact government. 

Those who have used the internet for all their contact with government in the previous twelve months and those who have not used the internet at all to contact government in the last twelve months are the most likely to claim that they cannot be encouraged to increase their use. On the other hand those who have had some contact with government by internet are the most likely to be encouraged to increase their use.

There are differences in what would encourage increased use of the internet for government contact, based on people’s preferred means of contacting government. Improved usability of government websites is, however, the most important area to be addressed for those who would prefer to use the internet, telephone or in‑person. Improved access is most likely to increase use amongst those who prefer mail.

Internet—for people who prefer to contact government by internet:

Telephone—for people who prefer to contact government by telephone:

In‑person—for people who prefer to contact government in person:

Mail—for people who prefer to contact government by mail:

Figure 45 Preferred means of contacting government—what would encourage increased internet use

Preferred channel of contact with government

Internet

Telephone

In-person

Mail

%

%

%

%

Proportion of people who prefer this channel

45

32

17

2

Areas to be addressed for each group

Usability

30

21

15

9

Better content and features

16

9

5

5

Infrastructure

7

6

6

6

Awareness

9

7

7

3

Cost

2

4

6

1

Security

1

3

3

0

Access

8

13

11

15

Customer service

3

3

2

3

Skill

2

11

13

12

Not interested

38

38

44

53

Q13. What, if anything, would encourage you to use the internet more often for accessing or communicating with government services? What else? Anything else?
Q11. If you could access government services by landline telephone, over the internet, by mail, in person, by mobile phone, or some other method, what would be your preferred way of doing it?
Base: Respondents who nominated a preference for contacting government by internet (n=1615); telephone (n=1257); in-person (n=663); mail (n=81)
Note 1: Care should be taken in interpreting results for those who would prefer to contact government by mail as the base is small (n=86). Results should be regarded as indicative only.
Note 2: The definitions of some of the themes described were changed slightly in 2008. Care should be taken in comparing 2008 and 2009 results with results from previous years.
Note 3: Percentages add up to more than 100% because respondents were able to provide more than one factor that would encourage increased use of the internet to contact government.

7.8 Security and Privacy Issues

People who had used the internet to contact government in the previous twelve months were asked general questions about their willingness to provide personal information to government using the internet. Questions asked in previous years about willingness to provide credit card and bank account details were not asked in 2008 or 2009.

7.8.1 Anonymity and convenience

There is a slight preference for anonymity over convenience. Just over a half (56%) of those who had contacted government using the internet at least once in the previous twelve months, would prefer the anonymity of re‑entering their personal information each time they use a website rather than have it stored by a government agency for use on their next contact. Two in five (40%) would prefer the agency to store their personal information for use next time.

These attitudes have fluctuated slightly over the five studies, with preference for anonymity ranging from half (50%) of all people in 2004–05 to 55% in 2006 to 52% in 2007, 57% in 2008 and then remaining fairly steady with 56% in 2009.

Of those who had contacted government using the internet at least once in the previous twelve months, those aged 18 to 24 were the most likely to prefer to have their information stored (48%), compared with an average across all ages of 40%. 

Figure 46 Preference between re‑entering information and agency storing the details

Figure 46 Preference between re-entering information and agency storing the details. Text description follows.

Text description of Figure 46 Preference between re‑entering information and agency storing the details

Q18A: When accessing government services over the internet, would you generally prefer: having to re‑enter your personal information each time you go back to a website; or the agency storing your information for next time you go to that website?
Base:  Respondents who used the internet in last 12 months to contact government (n=2315)
Note 1: Percentages may not add up to 100% due to rounding of decimals.
Note 2: Question wording varied slightly in 2004–05, 2006 and 2007, then remained unchanged in 2008 and 2009.

7.8.2 Anonymity and tailored services

There is also a slight preference for anonymity over a personalised interface among those who had contacted government by internet in the previous twelve months. Three in five (58%) people would prefer to remain anonymous, while a third (35%) would be willing to provide information to enable the interface with the government agency to be customised for them.

These attitudes have fluctuated slightly since 2004–05. Preference for anonymity has ranged from half (50%) of all people in 2004–05 to 59% in 2006 to 54% in 2007, 57% in 2008 and then remaining fairly steady on 58% in 2009.

Figure 47 Preference between personalised services and anonymity

Figure 47 Preference between personalised services and anonymity. Text description follows.

Text description of Figure 47 Preference between personalised services and anonymity

Q18B When dealing with government services over the internet, would you generally prefer: providing information which could be used to help customise or personalise what you are able to see or do; or remaining completely anonymous?
Base:  Respondents who used the internet in last 12 months to contact government (n=2315)
Note 1: Percentages may not add up to 100% due to rounding of decimals.
Note 2: Question wording varied slightly in 2004–05, 2006 and 2007, then remained unchanged in 2008 and 2009.

7.8.3 Updating information

Although remaining anonymous is important, the convenience of only having to update personal information, such as change of address, on a website once rather than having to notify multiple agencies of the change is preferred. Just over two‑thirds (69%) of those who contacted government by internet in the previous twelve months indicated they would prefer updating details once compared with just over a quarter (28%) preferring to notify each agency personally.

The proportion of people who contacted government by internet in the previous twelve months who indicated they would prefer to update their details only once was fairly steady (69%) compared with 2008 (68%), 2007 (73%) and 2006 (72%).

Of those who have contacted the government by internet in the previous twelve months, those who have a broadband connection are more likely to prefer to tell the government only once (70%) compared with those who do not have a broadband connection (60%). 

Figure 48 Preference between telling government once and advising agencies separately

Figure 48 Preference between telling government once and advising agencies separately. Text description follows.

Text description of Figure 48 Preference between telling government once and advising agencies separately

Q18D When updating personal information such as a change of address on government websites, would you generally prefer: telling the government only once; or you advising each agency yourself?
Base:  Respondents who used the internet in last 12 months to contact government (n=2315)
Note 1: Percentages may not add up to 100% due to rounding of decimals.
Note 2: Question wording varied slightly in 2004–05, 2006 and 2007, then remained unchanged in 2008 and 2009.

7.8.4 Security and ease and speed of access

There is an overwhelming preference for a high level of security, albeit with a slower transaction time, than for faster and easier transactions with less security. Over four in five (83%) of those who used the internet to contact government expressed this view, an attitude consistent with 2008 (85%), 2007 (84%) and 2006 (82%) and slightly higher than in 2004–05 (77%).

As was noted in 2008, age has become a factor in preferences for level of security and ease and speed of access. More than four in five (84%) of those aged between 18 and 64 prioritise security over ease and speed compared with three in four (75%) of those over 65. Age was not a factor in 2007.

Figure 49 Preference for security over ease of use

Figure 49 Preference for security over ease of use. Text description follows.

Text description of Figure 49 Preference for security over ease of use

Q18E When accessing government services over the internet, would you generally prefer: a higher level of security that adds time to transactions; or a lower level of security that is faster and easier to complete?
Base:  Respondents who used the internet in last 12 months to contact government (n=2315)
Note: Percentages may not add up to 100% due to rounding of decimals.

Footnotes:

  1. The wording of the question about why people chose the internet to contact government (Q6c) was changed in 2008 to reflect changes in technology, and includes contact by ‘email on your mobile phone’ and ‘visit a website on your mobile phone’. Results for 2008 and 2009 are therefore not directly comparable to previous results for this question.

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Last Modified: 16 April, 2010