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Why People Choose a Particular Service Delivery Channel to Contact Government

• 7.1 Introduction
• 7.2 The Internet
• 7.3 The Telephone
• 7.4 In-Person Contact
• 7.5 Mail
• 7.6 Encouraging Greater Use of the Internet to Contact Government
• 7.7 People Who Cannot be Encouraged to Increase Their Use of the Internet to Contact Government

7.1 Introduction

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

• convenience
• channel features (characteristics and qualities associated with this means of communication)
• availability (another channel is not possible or available).

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

• Internet—The prime motivator for contacting government by internet continues to be convenience (83% in 2008 compared with 80% in 2007). Features of the internet are important for one in five (20%) people, a slight decrease from 2007 (26%).
• Telephone—Convenience also remains an important motivator for selecting the telephone. Over two in five (44%) telephone users mentioned aspects of convenience as reasons for selecting this means of contacting government, a slight decrease from 2007 (50%). Equally, the specific features of telephone contact are a motivator for two in five (44% in 2008; 40% in 2007), particularly the speed and convenience of using an automated telephone system (21%). There is also a small group (12%) who prefer to speak to a ‘real person’.
• In-person—All three themes have relatively similar levels of influence in the decision to contact government in person. Convenience, as a factor influencing the choice to make contact in person, has however increased in relative importance from 2007 (29%) to 2008 (39%). This is now equal with availability (39% in 2008, 35% in 2007) as the leading motivator for using this channel. Features of in-person contact were also mentioned in 2008 by three in ten (30%) as a reason to select this means of contacting government. This is similar to the level recorded in 2007 (34%).
• Mail—Availability of other channels continues to be the dominant motivator for selecting mail as the means of contacting government. Just over half (55%) of those who did use mail in 2008 did so because it was the only possible form of contact (44% in 2007). One in four nominated convenience (27% in 2008; 25% in 2007) and features of the channel (23% in 2008; 23% in 2007) as a factor in their choice.

Figure 53 Most common factors influencing choice of channel

Text description of Figure 53 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=1340); landline telephone, SMS or spoke/left a message with a mobile phone (n=1113); in-person (n=1247); mail (n=317)
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 2008.

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

Figure 54 Use of the internet to contact government services

Text description of Figure 54 Use of the internet to contact government services

Q4. Thinking of this most recent contact, did you do this …?
Base: All respondents (n=3650)

Convenience continues to be the dominant motivator in the decision to contact a government agency by internet.¹⁸

Convenience—Over four in five (83%) 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:

• Just over half (56%) chose to use the internet because of its overall convenience.
• One in five (19%) reported using the internet because they can do it at a time that suits.
• The same proportion (19%) mentioned using the internet because it required a shorter time compared with in‑person or mail contact.
• Six per cent used the internet to avoid waiting in queues.

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

• For 7% the ability to control the type and amount of information and not having to rely on a service person is a motivator for using the internet.
• Consistency of the information at each visit to a website (5%) is also an attractive feature.

Figure 55 Most common reasons for making contact by internet

Text description of Figure 55 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=1340)
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.

The convenience of the internet as a means of contacting government was frequently raised in focus groups, particularly in terms of the level of control it gives the user.

‘I prefer to do it on the internet … I’m not dependent on someone else’s timeframe, the information is available whenever I’m available and if I want to send an email I know it will get there immediately … whereas if you ring their call centre you will be lucky to get an answer in twenty minutes.’

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

‘The good thing about the internet is, if you are sending an email, you’ve got written proof. I like to deal with emails … because then I’ve got a trail, I can say, okay I did send this email on this day, this is the response you’ve got, this is what I’d send back etc. So that’s the reason to use internet. Whereas over the phone you’ve got to write down the date, the time, who you spoke to, if there is a staff number available, or a receipt number, and keep those records, otherwise they’ll go, when did you call? Who did you speak to?’

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 56 Use of the telephone to contact government services

Text description of Figure 56 Use of the telephone to contact government services

Q4. Thinking of this most recent contact, did you do this …?
Base: All respondents (n=3650)

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.

Forty-four per cent nominate convenience as a specific reason for contacting government by telephone. Convenience also features as a specific feature of the channel motivating use of the telephone: for 21% the speed and convenience of an automated telephone system motivates a decision to use this channel.

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:

• a convenient access time, for one in five (19%)
• requiring a shorter time, for one in seven (14%).

Channel features—Similarly, over two in five (44%) mentioned at least one feature of the channel as a reason for using the telephone to contact government:

• One in five (21%) used it for the speed and convenience of the automated telephone systems (up from 11% in 2007).
• For one in ten (12%) the telephone enabled them to talk to a ‘real person’.
• For one in ten (10%), the telephone provided an opportunity to ask questions and get immediate answers.
• A further one in ten (10%) found the ability to clarify and explain things to get the results required was a motivator for using the telephone.

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

Cost—One in ten (9%) reported that the telephone being a cheaper option was important to them (up from 1% in 2007).

Figure 57 Most common reasons for making contact by telephone

Text description of Figure 57 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=1113)
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.

‘So if you want to actually get something done I use the telephone … you talk to a real person, someone that has the capacity to do something or answer that question specifically on what you're doing. And without having to expend the time and the energy of travelling someplace to ask a simple question or to get a simple form, or try and search for information on some website and not be sure you have the correct thing … I think the phone’s the most direct timesaver, talking to an actual person that can do something. Especially if you can just press some numbers and get straight to the person.’

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 34% in 2008.

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

Figure 58 In-person contact with government

Text description of Figure 58 In-person contact with government

Q4. Thinking of this most recent contact, did you do this …?
Base: All respondents (n=3650)

The most frequently reported reasons for contact in person are:

Availability—Two in five (39%) mentioned at least one issue associated with lack of choice as a reason for contacting government in person. Specifically:

• Sixteen per cent could only make contact in person.
• Fifteen per cent mentioned having to make contact a particular way or need to show or sign documents.

Convenience—Two in five (39%) mentioned at least one convenience issue as a reason for doing so. Specifically:

• One in ten (9%) used in-person contact because it enabled contact at a time that suited (this has dropped from 19% in 2007).
• A small group (7%) did so because the government office was close by, or they were in the area.

Features of the channel—Three in ten (30%) mentioned at least one feature of the channel as a reason for contacting government in person. Specifically:

• Fourteen per cent had chosen to do so because of a preference to speak to a ‘real person’.
• In-person contact provided the opportunity to clarify and explain what they wanted for 6%, and to ask questions and get answers for 5%.

Figure 59 Most common reasons for making contact in person

Text description of Figure 59 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=1247)
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.

Having to make contact in person because there was no choice was discussed in a number of the focus groups. A typical situation was explained in the following terms.

‘There was no choice really … in the end they wanted a personal interview with me and while you can often get a form off the website or ring up and have it mailed out there is always some point where they simply want to see you in their office.’

On the other hand, those who chose to make contact in person saw it as offering distinct advantages over other channels.

‘There’s a degree of reassurance when talking to somebody, because you can read their body language and come away saying, “he didn’t know much”, or on the other hand, “I feel confident that Fred has spoken to me”. So you go away [happy], whereas the impersonality of the internet…you might be getting information, but you’re not necessarily getting any “colour” with it, any feel for it.’

Others, while also talking about the convenience of being able to drop into an office, emphasised that the personal contact offered advantages not available with other channels.

‘I could use the email but because I come to town three or four times a week for doctors or to get the mail I tend to drop in. The [council] office is close to the post office … if I come to pick my mail up, I can just walk across there, half the time I’ve parked outside. Quite often they’ll tell me a lot more than I need to know, but I’m getting information which is handy. If I went to the website I wouldn’t get it and it would probably take longer anyway.’

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 60 Use of mail to contact government services

Text description of Figure 60 Use of mail to contact government services

Q4. Thinking of this most recent contact, did you do this …?
Base: All respondents (n=3650)

The factors motivating use of mail were relatively stable from 2004–05 to 2007. In the twelve month period between 2007 and 2008 however, availability issues have gained importance to the point that just over half (55%) 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 27% of all mail users nominating a convenience factor – a result similar to 2007 (25%). Since 2007 the importance of features of the channel as an influence on choice has declined markedly from 23% in 2007 to 7% in 2008.

The main factors influencing choice of mail are:

Availability—Just over half (55%) mentioned at least one aspect of this theme. Specifically:

• Just over a quarter (27%) reported a form had been sent to them (up from 15% in 2007).
• One in six (17%) reported using mail because there was no other way of contacting government. A further eight per cent mentioned that the transaction could not be done online.

Convenience—Just over a quarter (27%) mentioned at least one aspect of convenience. Specifically:

• One in six (17%) did so because it allowed contact at their convenience.
• Six per cent used mail because they could do it at a time that suited them.

Features of the channel—a small group (23%) mentioned a characteristic or quality associated with this form of communication, such as needing documentation (17%).

Figure 61 Most common reasons for making contact by mail

Text description of Figure 61 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=317)
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 (62%) people could be encouraged to increase their use of the internet to contact government. This has fallen from three-quarters (73%) in 2007.

This group comprises:

• People who already use the internet and have previously contacted government by internet (40% of all people–this includes 19% who reported that all or most of their communication with government is by internet and 21% who reported that some of their communication with government is by internet ).
• People who already use the internet but have not used it to contact government (12% of all people).
• People who are not current users of the internet (11% of all people).

Figure 62 Those who can be encouraged to increase their use of the internet to contact government

Text description of Figure 62 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=3650)

Two in five (38%) of all people could NOT be encouraged to increase their use of the internet to contact government.

This group comprises:

• Internet users who have previously contacted government by internet (21% of people–this includes 11% who reported that all or most of their communication with government is by internet and 10% who reported that some of their communication with government is by internet).
• People who already use the internet but have not used it to contact government (6% of all people).
• People who are not current users of the internet (11% of all people).

Figure 63 Those who can NOT be encouraged to increase their use of the internet to contact government—by current internet use

Text description of Figure 63 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=3650)

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. However, the proportion of people saying that improvements in the usability of websites would increase the likelihood of their use has declined from 26% in 2007 to 22% in 2008.

The main factors that would encourage an overall increase in internet use are:

• Website usability improvements, mentioned by one in five (22%) in 2008 and 26% in 2007. Specifically, this covers improving layout, navigation and search tools; making government websites easier to find, and having better search facilities within them.
• Website content improvements would encourage greater use by one in ten (10%) people in 2008 (12% in 2007). This includes those who asked for basic and concise information and those who asked for highly detailed information.
• Infrastructureimprovements such as faster loading websites would encourage greater use for eight per cent in 2008 (10% in 2007).
• Better access would encourage greater use by seven per cent (9% in 2007), particularly improved availability of the internet through better access at home, school, libraries and work.
• Increased awareness about what can be done online would encourage increased use for 7% (8% in 2007).
• Skill level is an issue for seven per cent of people (9% in 2007), who reported improved familiarity with using the internet or computers in general would encourage their use of the internet to contact government.
• Cost of an internet connection is an issue for a small group of people (5% in both 2007 and 2008) who report that they would be encouraged to contact government using the internet if these costs were lower.

Figure 64 Most common factors that would encourage increased use of the internet to contact government

Text description of Figure 64 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=3650)
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.

The importance of these issues in encouraging use of the internet was frequently raised in focus groups.

‘… but that’s the problem [of getting more people to try a website] isn’t it, it’s all down to webpage design, how often...they update it and understanding what the customer wants. When I look at government websites they’ve obviously gone to their web designer and said well this is how we lay out our information but what seems logical to the particular department just reflects their mindset not how the customer thinks … if they want me to use the website then they have to present it so I understand how they lay out the information.’

There are differences in attitude between internet users and non users.

• Those with at least some experience with the internet will be most encouraged by improvements in the usability of government websites (28%) and their content (13%). Improvements in the infrastructure (10%) and their awareness of what they can do online (9%) will also increase use.
• There are three main factors that would encourage those with no experience of the internet to contact government this way. Their main issue is improved access (22%) to the internet and an increase in their skill level (15%). There was also an indication that cost reductions (8%) would encourage this group to start using the internet to contact government.
• Half (50%) of those who do not use the internet and a third (35%) of those who are already using it indicated there was nothing that would encourage them to increase their level of contact with government by internet.

Figure 65 Factors that would encourage increased use of the internet to contact government

Text description of Figure 65 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=3650)
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 has been dropped for the 2008 study.

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

Two in five (38%) people indicated there was nothing that would encourage them to increase their use of the internet to contact government, a notable increase from 2007 (27%).

Figure 66 Those who can be encouraged to increase their use of the internet to contact government

Text description of Figure 66 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?
Base: All respondents (n=3650)

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 can not 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.

Figure 67 Those who can NOT be encouraged to increase their use of the internet to contact government—by proportion of internet contact with government

Text description of Figure 67 Those who can NOT be encouraged to increase their use of the internet to contact government—by proportion of internet contact with 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=3650)

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 all groups of people.

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

• Areas that can be addressed to encourage this group to increase their internet use include improved usability (28%), better content and features (12%) and infrastructure (10%).
• A third (35%) of those who prefer internet to contact government could not be encouraged to increase their use of the internet to do so.

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

• The main area to be addressed to encourage this group to increase their internet use is usability (18%), followed by improvement in their skills (12%) and access (11%).
• Just over a third (37%) of those who prefer to use the telephone to contact government could not be encouraged to increase their use of the internet to do so.

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

• The main areas that can be addressed to encourage this group to increase their internet use are usability (16%) and access (11%).
• Over two in five (44%) of those who prefer to contact government in person could not be encouraged to increase their use of the internet to do so.

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

• The main areas that can be addressed to encourage this group to increase their internet use are usability (19%) followed by better content and features (11%).
• Nearly half (48%) of those who prefer to contact government by mail could not be encouraged to increase their use of the internet to do so.

Figure 68 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	44	34	16	2
	Areas to be addressed for each group
Usability	28	18	16	19
Better content and features	12	9	7	11
Infrastructure	10	7	6	8
Awareness	8	7	6	9
Cost	5	6	6	1
Security	3	3	3	3
Access	3	11	11	8
Customer service	2	2	3	0
Skill	2	12	9	9
Not interested	35	37	44	48

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=1588); telephone (n=1223); in-person (n=624); mail (n=86)
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 have changed slightly in 2008. Care should be taken in comparing these 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.

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Footnotes:

18. 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 are therefore not directly comparable to previous results for this question.

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