‘Super Users’ Create Need for Governments to Accelerate Digital Growth, According to Accenture Report
October 17 2016 - 7:17AM
Business Wire
State governments and public service organizations designing
effective digital strategies for citizen services of the future may
need look no further than their mobile devices. U.S. citizens who
transact a significant amount of business online – whether booking
travel or conducting financial transactions – have similar
expectations for accessing and using government services digitally,
according to a new report from Accenture (NYSE:ACN).
The report, Citizen Digital Expectations, is based on findings
from a survey of more than 3,000 U.S. citizens and shows that these
highly digital citizens, or “super users,” conduct nearly half (46
percent) of all interactions with government through digital
channels, with nearly 30 percent of these super users interacting
digitally with government more than 75 percent of the time. In
comparison, 42 percent of all respondents report less than 10
percent of their interactions with government happen digitally.
Super users, the report states, can be considered a leading
indicator of where the population as a whole is headed. They tend
to be young, slightly more affluent and avid consumers of social
media and mobile apps. They are also significantly more satisfied
with the digital services offered by government – with more than
two-thirds (69 percent) of super users reporting satisfaction
compared to only half (50 percent) of all citizens surveyed.
Similarly, 84 percent of super users said that improved digital
services from government would positively impact their attitude
toward government.
“Super users are showing us a future where the majority of
individuals leverage computers, mobile devices and other digital
technologies to interact with government,” said Steve Hurst,
Accenture’s digital government lead. “By understanding citizens’
habits and priorities around digital services, governments and
public service organizations will be better equipped to provide
more-personalized, seamless experiences for the citizens and
communities they serve, building on already high rates of
satisfaction.”
Accenture’s survey found that super users prefer communicating
using email, websites, texting, smartphone apps and social media
over telephone, in-person office visits or traditional mail.
Interestingly, despite digital driving daily activities and
transactions on commercial websites, super users were more likely
than other citizens to report a higher level of satisfaction with
government digital services, at 69 percent versus 58 percent for
citizens overall.
The margins between super users and all citizens is equally
dramatic when evaluating activities attempted on city or state
government websites over the course of 12 months. For instance:
- More than half (56 percent) of super
users, versus only 43 percent of all citizens, have applied for or
renewed drivers’ licenses;
- Half (50 percent) of super users paid
taxes online, compared to only 40 percent of all citizens; and
- Nearly one-third (32 percent) of super
users applied for or received information on benefits, compared
with one-quarter (25 percent) of all citizens.
The survey found that privacy and security remain a top concern
(81 percent of super users, 72 percent of all citizens), followed
by the ability to have questions answered definitively (74 percent
of super users, 68 percent of all citizens), tracking status of
requests or activities (76 percent, 66 percent), and having
information organized by individual needs or issues (75 percent, 65
percent). The majority of both groups of respondents support
advanced digital functions like alerting, personalized websites and
apps, and a single-entry portal/ one-stop-shop government
website.
”For government and public service organizations, your future
client base is already here and they are demanding digital -- this
is a tremendous opportunity for leaders to plan how best to meet
these growing citizen expectations for digital interactions,”
concluded Hurst.
Methodology
Accenture conducted an online survey of 3,300 voting-age
citizens and interviews with 118 public service leaders in 16
states, representing all regions of the United States, including
California, Florida, New York, Texas, North Carolina and Ohio.
Surveys and interviews were conducted in March 2016. Nearly one
quarter (23 percent) of all respondents were identified as “super
users.”
About Accenture
Accenture is a leading global professional services company,
providing a broad range of services and solutions in strategy,
consulting, digital, technology and operations. Combining unmatched
experience and specialized skills across more than 40 industries
and all business functions – underpinned by the world’s largest
delivery network – Accenture works at the intersection of business
and technology to help clients improve their performance and create
sustainable value for their stakeholders. With more than 384,000
people serving clients in more than 120 countries, Accenture drives
innovation to improve the way the world works and lives. Visit us
at www.accenture.com.
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AccentureJoanne Veto+ 1 703-963-4212
(mobile)joanne.m.veto@accenture.comFollow @AccenturePubSvc
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