Transcript Marketing and Take-Up of the On

Recent Data
Marketing and Take-Up
of the On-Line Channel
Prepared by:
Cathy Ladds
Chief Information Officer Branch
March 2005
2
Internet Use in Canada
•
78% of Canadians indicated they had used the Internet in the past
three months – slight increase over 2003 (75%)
•
Younger Canadians still more likely than older Canadians to be on-line:
– 94% for less than 25 years of age
– 36% for 65 years of age and older
•
Gender difference no longer exists
•
Income difference remains:
Source; Ekos RIH 2005
– 57% for less than $20K
– 93% for 100K and more
•
Regional differences/Urban rural differences still exist – highest in BC
Alberta, Ontario – lowest in Quebec and Atlantic Canada
Slide/
2
2
3
Channel Usage – Where Are We?
•
32% of Canadians had contacted the federal government for a personal
service or for information in the past three months.
•
Channel usage – most recent contact
Source; Ekos RIH 2005
11%
18%
40%
Telephone
Internet
Mail
In-Person
31%
•
Comparable to Statistics Canada – 32.2% of Canadian households had
used the Internet to look for government information (2003)
Slide/
3
3
4
Clients increasingly complete transactions
on-line…
Q.3a3 Distribution of unique
clients across all channels by
how they have "completed"
their transaction
40%
35%
30%
Internet
Mail
Phone - agent
In-person
Phone - IVR
25%
20%
15%
10%
5%
0%
2002
2003
2004
GOL filings as of December 21, 2004; All data filed by transaction services; Note: the total number of
4
reported clients by channels for 2002 is 65.2Slide/
million, 2003 is 67.7 million, and 2004 is 73.1 million
4
5
Take-Up Comparisons – Online Purchases
Source; Ekos RIH 2005
Slide/
5
5
6
Take-Up Comparisons – Online Banking
Source; Ekos RIH 2005
Slide/
6
6
7
Satisfaction by Channel
•
Overall, across all channels, 67% of Canadians were
satisfied to very satisfied with their most recent contact 81% were satisfied with the Internet channel
Mail 3 10
24
44
Internet 3 6 9
18
62
Extremely dissatisfied
19
Dissatisfied
Email 5 12
21
38
24
16
37
25
Telephone 10 10
In-Person 5 10
0%
12
20%
41
40%
Neither
Satisfied
Extremely Satisfied
31
60%
80%
100%
Source; Ekos RIH 2005
Slide/
7
7
8
Canadians’ Thoughts on Take-Up
• 42% of Canadians feel that they will do most
of their transactions with the GoC over the
Internet in the next five years
• Conversely, 42% don’t expect that they will do
most of their GoC transactions on-line
• 60% of Canadians think the Internet/e-mail
will be their main method of contacting the
government five years from now
Source; Ekos RIH 2005
Slide/
8
8
9
Why Canadians are NOT using on-line
government Services?
Some very basic reasons…
• Privacy and security
• Lack of Awareness
• Internet is impersonal
LINKED
• Technology is complex and so is dealing
with the government
• Change is not always a good thing
Slide/
9
9
10
Privacy and Security Concerns
• Auditor General speaks out…
Fraser told a news conference she was disappointed the
government does not meet its own minimum standards for
information technology security, even though most of them have
been well known for more than a decade. The auditor general
likened it to a homeowner leaving the back door open - eventually
someone will break in."Government must fill in the gaps," she said.
"There are weaknesses in the system." (Source: Jim Bronskill for
Canadian Press)
• When it comes to this area, Canadians are strongly
influenced by the media, friends and family.
Slide/
10
10
11
Privacy and Security Concerns
• Canadians are worried about the safety of the data
they may send over the Internet – in focus groups,
we regularly hear about:
•
•
•
•
•
•
Identity theft
Hacking
Viruses
Government computers being lost/misplaced
Private sector accessing public sector data
Use of biometrics to improve security – 66% of
Canadians agree with the use of fingerprint
scan by government if it means better service
and lower risk of identity theft
Slide/
11
11
12
Privacy and Security Concerns
•
Ipsos Reid’s Government Services Study found that
maintaining security, confidentiality of personal information
is the most important aspect of Government of Canada service
delivery – 72% considered it to be very important
– more important to Canadians than accuracy of information
(64%), reliability of service (55%), ease of access (55%) and
even timeliness (43%)
•
48% of Canadians think it is somewhat to extremely likely that
they will experience a serious invasion of personal privacy
in the next two years (Ekos)
•
48% of Canadians think the federal government has one large
database for all personal information (Ekos)
Slide/
12
12
13
Privacy and Security Concerns
•
56% of Canadians indicate they want to have more than one
electronic passport/password for their dealings with
different federal departments as they do not want any of their
personal information shared between departments (Ekos)
•
45% of GoC Internet panellists feel concerns about privacy
and security will stop them from using new personalized,
on-line government services.
Key Message:
Governments need to reassure Canadians that
the Internet, in general, and government systems
more specifically are safe.
Slide/
13
13
14
Lack of Awareness
•
Quote from a participant in a recent focus group upon seeing the
Canada Site (Canada.gc.ca) for the first time…
“Where has this site been hiding – this is Canada’s best kept secret.”
•
71% of Canadian Internet Users have visited a Government of
Canada Web site in the past year but…
•
Most are “Googling” to get there – going direct to departmental
site – getting the information/service they need – not learning
about other services available and then forgetting about
Government until the next time a need arises
•
In most instances, each access to Government on-line is like
starting from scratch
Slide/
14
14
15
Lack of Awareness
Danger old stats…but I don’t think things have
improved much
•
In 2003, only 25% of Canadians said they knew the URL for the
main Government of Canada Web site (Ipsos-Reid)
•
When asked how familiar they were with federal services offered
over the Internet, only 11% were highly familiar (Ekos – 2003)
Key Message:
Government needs to spend $$$ to educate
Canadians about its on-line offerings – and they
need to do it in a coordinated fashion so that the
messages reinforce each other.
Slide/
15
15
16
Technology & Government are Complex /
Internet is Impersonal
•
To Canadians, dealing with the government is:
– serious business -- not to be taken lightly
– complicated – lots of forms, people and bureaucratic language
•
Canadians are looking for the reassurances that sometimes
only government employees can provide – for example,
– I have the right information and it is complete
– My transaction has been completed accurately
– My question/requirement has been properly understood and
acted upon
•
Canadians are becoming more experienced Internet users –
yet there is still some hesitancy to move to transactions online
Slide/
16
16
17
Technology & Government are Complex /
Internet is Impersonal
•
57% of Canadian Internet users felt that they don’t deal with the
government frequently enough to be bothered with obtaining a
username and password that would allow them to do
transactions with the government over the Internet (Ekos)
•
Focus groups confirm – dealing with governments on-line is too
much work for infrequent transactions
•
From the focus groups, Canadians react very positively to some
of Government’s on-line reassurance mechanisms:
• My Account – clear record of transactions – provides
verification and confirmation
• “Your transaction has been successfully completed” – important
message to include on-line
• Providing users confirmation numbers that they can print off
Slide/
17
17
18
Technology & Government are Complex /
Internet is Impersonal
Key Message:
Governments need to emphasize how fast and simple it
is to conduct business on-line.
Governments need to inform Canadians about the
validation and confirmation mechanisms that have been
built into the systems so Canadians can be reassured
about the accuracy of their on-line transactions
Finally, Governments need to inform Canadians that the
systems are transparent and accountable – advise them
that there is an easy avenue for recourse and that backup systems (human and computer) exist.
Slide/
18
18
19
Change Not Always a Good Thing
•
There are no hard statistics but basically some people are
uncomfortable with or averse to change – they would rather
continue to interact with government through their tried and true
methods -- even if dissatisfied with previous experience
•
Most participants in a large, national focus group project said
that they tend to use the same service channel for all of their
government transactions
Key Message:
Governments need to communicate the benefits
to Canadians to help them make the switch to
the on-line service delivery channel.
Slide/
19
19
20
Segmentation of Internet Users – Model 1
•
This segmentation model is based on data from the
Government of Canada’s Internet Panel…
Non-users
(6%)
•Online, but
not using GOL
•55 plus
•Lower income
•Beginners
•French-speaking
•Quebec
Late adopters
(7%)
•First time or
recent users
•Lower income
Cautious
Users
(45%)
•Using GOL for
information only
•Concerned about
privacy/security
•Expert users
Slide/
Comfortable
Users
(26%)
•Willing to
transact online,
but still use
other channels
Web
Enthusiasts
(17%)
•Web is
preferred channel
•Under 25
•Higher income
•French-speaking
•Quebec
•Expert users
20
20
21
Segmentation of Internet Users – Model 2
•
This segmentation model is based on data from the 2003
Ekos Rethinking the Information Highway Study…
20%
20%
High
Level of
Enthusiasm
25%
Non-Users
Promising
Rookies
Enthusiastic
Embracers
17%
18%
Skeptical
Novices
Skeptical
Veterans
Low
High
Low
Slide/
21
Internet Experience
21
22
Why Segmentation is Important?
•
Not all Canadians are the same – d’oh!!!
•
A researcher’s attempt at messaging…
– Enthusiastic embracers – need regular communications that
will update them on “what’s new” to keep them coming back
– Skeptical veterans – need independent, 3rd party
endorsements – reassurance on privacy and security
– Promising rookies – need instructional/informational
messages on what the government has to offer/how to access
– Skeptical novices – need reassuring messages from trusted
sources combined with an educational component
– Non-users – need to be introduced to local community Internet
assistance programs such as Seniors Net in PEI or IC’s CAP
Slide/
22
22
23
Ideas for Improving Take-Up
•
In an open ended question, we asked Canadians what
government could do to make them more likely to use on-line
government services in the future…
–
–
–
–
–
–
–
–
Make websites more user-friendly (23%)
Promote the services that already exist on-line (18%)
Improve security (17%)
Make more services/programs available on-line (9%)
Ensure access to live help (8%)
Increase trust in government (8%)
Provide free Internet access (8%)
Be more responsive (7%)
Source; Ekos RIH 2005
Slide/
23
23
24
Impact -- Government’s Ideas for Take-up
% of Canadians who would be “MUCH MORE LIKELY” to use GOL Services - Ekos
Knowing you are guaranteed faster processing time
47%
Knowing you would be able to use the Internet to take a look at the personal
information the government has on you
43%
Knowing there was a clear and easy way to get in touch with a government
employee to resolve a problem
42%
Knowing you would be able to talk to a government employee while you were
doing the transaction online
42%
Knowing you would receive a discount or incentive
42%
Knowing there is an easy way to understand privacy policy
33%
Knowing you would be able to create a personalised list of all the services
you use in a single secure website
25%
Knowing millions of Canadians use government
services on the Internet.
Slide/
14%24
24
25
Discussion/Questions
Judge a man by his questions rather than by his
answers. Voltaire
Truth fears no questions. Anonymous
Slide/
25
25