skip to main content
Close Icon

In order to deliver a personalized, responsive service and to improve the site, we remember and store information about how you use it. This is done using simple text files called cookies which sit on your computer. By continuing to use this site and access its features, you are consenting to our use of cookies. To find out more about the way Informa uses cookies please go to our Cookie Policy page.

Global Search Configuration

Ovum view

Summary

UK regulator Ofcom’s latest annual summary of Internet activity by UK citizens provides evidence of the increasing use of digital services. However, it also highlights specific groups that appear to be resistant to the digital agenda of government. For public sector enterprises in the UK, the report provides a timely reminder that no matter what the imperatives are to adopting digital services, enterprises need to consider a multichannel approach to customer contact if they are not to leave certain citizen groups behind.

Use of online public services continues to increase, but there is the risk of creating a two-speed service

There is little surprise that more people have gone online to access data on public services in 2014 compared to 2013, and that increasingly this activity is centered on finding information on public services and looking at websites/apps for news or information about events in their local area. The most active users are aged 35–44: these are the types of users who are more likely to have both sufficient technical capability and a need for public services; services that are in the main standard and repeatable (entitlements, registrations, or for compliance purposes). In fact, the findings indicate that demand across the six areas considered by Ofcom have, on average, grown across all age ranges.

However, the data provides a cautionary warning. The youngest and oldest citizens or citizens from lower social demographic groups are less likely to complete online applications for accessing services. Only half (51%) of the respondents from the lowest social demographic grouping (DE) had completed government processes online. This rises slightly for respondents in the next social group, C2 (59%). It compares to 74% and 84% for respondents from C1 and AB social demographic groupings respectively.

Digital services allow governments to address the average user, in a least-cost way. However, as with the Pareto distribution in statistics, the bulk of cases lie in the long tail, outside the average. The fact that key groups cannot complete online applications can lead to duplication in applications, frustration, and extra pressure on contact center resources. Those public sector enterprises that can manage to balance new and old contact channels when considering improving the customer journey and experience will be the ones to reap the most benefit.

Appendix

Further reading

Getting started on a digital strategy, IT0007-000811 (April 2015)

Author

Chris Pennell, Practice lead, Public Sector

chris.pennell@ovum.com

Recommended Articles

  • Enterprise Decision Maker, Enterprise IT Strategy and Select...

    2017 Trends to Watch: Big Data

    By Tony Baer 21 Nov 2016

    The breakout use case for big data will be fast data. The Internet of Things (IoT) is increasing the urgency for enterprises to embrace real-time streaming analytics, as use cases from mobile devices and sensors become compelling to a wide range of industry sectors.

    Topics Big data and analytics IoT

  • Consumer & Entertainment Services, World Cellular Informatio...

    Mapping the Future of Enterprise Messaging: SMS, RCS, and Chat Bots

    By Pamela Clark-Dickson

    In this paper, we analyze the results of the Enterprise Messaging Survey 2017, placing the findings in the context of the rapidly evolving business-to-consumer communications market.

  • Enterprise Services, Internet of Things, Enterprise Decision...

    Telcos enter a new era of professional managed services

    By David Molony 15 Nov 2017

    One of the trends we expect to firm up in 2018 is the drive by major telco service providers toward professional managed services as part of their core proposition.

;

Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700


Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

+44 (0) 207 551 9047 - Operational from 09.00 - 17.00 UK time

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 7770704398 or email us at pr@ovum.com

Contact marketing - marketingdepartment@ovum.com

Already an Ovum client? Login to the Knowledge Center now