In addition, while many Americans favor digital technologies for accessing government services, they also prefer options like phone and in person. As a result, governments should avoid a “digital by default” approach and offer multiple channels to provide full and equal access. The survey also found greater acceptance for digital services when technology enables interaction between people.
At the same time, a growing percentage of Americans, particularly the young and affluent, are more comfortable with technology. To meet their expectations, US governments may want to consider the following:
- Setting up unique digital IDs that allow residents to gain easier access to a range of services through multiple digital channels
- Building smart portals and mobile apps that provide one-stop access to multiple government services, as well as push timely messages and updates
- Establishing integrated digital platforms that enable data sharing across different government systems, to create a complete view of the resident and organize services around people’s needs and life events
US resident personas
As we analyzed the data, we defined seven distinct resident personas: Diligent Strivers, Capable Achievers, Privacy Defenders, Aspirational Technophiles, Tech Sceptics, Struggling Providers and Passive Outsiders.
Each group interacts differently with technology and digital services, with each holding different lessons and challenges for governments seeking to better engage with all residents. A one-size-fits-all approach won’t work for all the personas. That means governments will need to tailor outreach to meet the needs of not only the most technically sophisticated residents, but also those who for various reasons will struggle to access online services.