Another survey

The Oxford Internet Institute have released the report of their latest survey, The Internet in Britain, which contains a comparative analysis of results from 2009 with the years 2005 and 2007.

One of the quotes from Helen Margetts (p.26) contains the statement: “Information seeking remains the most common e-government activity, similar to the way e-commerce developed (although slower). However, the frequency of online transactions such as paying for government services, taxes, fines and licenses has started to increase.” So information, not transaction remains the killer application.

Interestingly, local services remain more popular than central government ones, whether policy or politicians, although all see a small but steady increase.

However, an added reminder came from Gerry McGovern in his latest e-broadcast , when he stated: “The purpose of marketing and advertising used to be to get customers to do the things you wanted them to do. The purpose of web marketing and advertising is different. It starts off by accepting that the customer is on the Web to do something. It then focuses on helping that customer become more successful in doing that thing, not getting the customer to do something else.”

In the case of government, what we need to remember is that primarily we should be using the web to help citizens, not to help ourselves!


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