The Victorian Government digital innovation review Part B: The digital readiness of Victorian citizens




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How connected are Victorians relative to other jurisdictions?


Compared to national averages, Victoria does well in both internet and social media use.

Commonwealth and Victorian internet and social media use compared



Australians accessing the internet (98%)

Australians using
social media (62%)

Commonwealth agencies
using social media (73%)

Victorians accessing the internet (99%)

Victorians using
social media (70%)

Victorian agencies
using social media (76%)

Australian h/holds with home net access (79%)

Victorian h/holds with home net access (79%)

Compared to other Australian state and territory jurisdictions, Victoria was ranked third overall for household internet access, second for overall social media use and either 2nd or 3rd for most social network channels – making Victorians the most connected social media users in Australia across the board.

However Victoria was rated lower than the other large states in mobile use, as well as for internet use by older people and people with disabilities.

Victoria also had the third largest metro/rural divide in internet use, with the Mallee region, at 60 per cent, as the regional area with the lowest level of household internet access, behind Melbourne at 81 per cent.


How Victoria ranks compared to other Australian state and territory jurisdictions





Ranking

Usage

National Average

Rating*

Internet use


Access the internet (Sensis 2012)

2nd

99%

98%



Household internet access (ABS 2011)

3rd

79%

79%



By older people (aged 65+) (ABS 2009)

7th

38%

41%



By persons with a disability (ABS 2009)

7th

50%

57%



Metro/rural connection divide (small is better) (ABS 2011)

6th

21%

18%**


Social media


Social media use (by internet users) (Sensis 2012)

2nd

70%

62%



Facebook use (by social media users) (Sensis 2012)

3rd

98%

87%



LinkedIn use (by social media users) (Sensis 2012)

2nd

19%

16%



Twitter use (by social media users) (Sensis 2012)

3rd

15%

14%



Google+ use (by social media users) (Sensis 2012)

5th

9%

8%



Post reviews/blog posts (by social media users) (Sensis 2012)

2nd

27%

24%



Read reviews/blogs (by social media users) (Sensis 2012)

3rd

70%

68%


Mobile


Use SMS/text messaging (AGIMO 2011)

8th

79%

81%



Use web via mobile device (AGIMO 2011)

4th

38%

37%



Use mobile apps (AGIMO 2011)

6th

33%

39%



Use a tablet computer (Google 2012)

4th

11%

12%




1st = , 2nd – 3rd = , 4th– 6th = , 7th– 8th = 


* Rating based on ranking.

** Excludes ACT in average as the Territory is considered metro only.

In summary


Victorians have adopted digital channels enmasse, though some disadvantage remains.

Approximately 99 per cent of Victorians use the internet according to the 2012 Yellow Social Media report, while 79 per cent of households have internet access according to the (one year older) Interacting with Government 2011 report.

There are several ‘digital divides’ in Victoria, with people living outside of Melbourne and both disabled and older (65+) Victorians significantly less likely to use the internet.

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Mobile is an increasingly important channel

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Google has predicting that by 2013 more than half of internet searches in Australia will be via mobile devices.

The DBI reports that 12 per cent of visits to the vic.gov.au portal came from mobile devices in January–March 2012, up from 4 per cent in the same period in 2011 and 1 per cent in the same period for 2010, reflecting a rapid increase in mobile internet use.

The next significant digital channel is likely to be in the lounge room

Victoria will complete its digital television switchover in December 2013, with much of the state already fully digital. This offers potential as a new internet channel, particularly as over 63 per cent of Australian households have a game console, many internet-enabled and used to download games and videos.

Digital televisions are also increasingly directly internet-enabled, and with the potential to use tablets and mobile phones as control devices, or to view internet-enhanced television content, there is potential for delivery of multimedia specific online content to citizens and to interact with them using internet social media channels via television.

Victorians are heavy social media users

Victorians are some of the most active daily users of Facebook and on average have more friends than users from other states and territories. Victorians are also active users of LinkedIn, Twitter and Google Plus and blogs.



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Victorians are interested in talking about and engaging government online

Victorians indicated a more positive view of Victorian Government websites than NSW and Queensland residents had of their state governments’ websites, on measures such as easy of use, design and getting things done.



Victorians have also demonstrated a willingness to discuss government and public policy topics on social media services, with nmincite also finding that government news announcements were a trigger for citizen conversations online.

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1 8146.0 - Household Use of Information Technology, Australia, 2010-11 – Australian Bureau of Statistics (ABS) – December 2011 – www.abs.gov.au/ausstats/abs@.nsf/mf/8146.0www.abs.gov.au/ausstats/abs@.nsf/mf/8146.0

2 The Australian Online Landscape – A.C. Nielsen – March 2012 – www.nielsen.com/au/en/news-insights/reports-downloads/2012/australian-online-consumer-landscape.html

3 Yellow™ Social Media Report – Sensis – June 2012 – http://about.sensis.com.au/News/Media-Releases/?ItemID=1159&count=1

4 8146.0 - Household Use of Information Technology, Australia, 2010-11 – Australian Bureau of Statistics (ABS) – December 2011 – www.abs.gov.au/ausstats/abs@.nsf/mf/8146.0

5 8146.0 - Household Use of Information Technology, Australia, 2010-11 – Australian Bureau of Statistics (ABS) – December 2011 – www.abs.gov.au/ausstats/abs@.nsf/mf/8146.0

6 8146.0 - Household Use of Information Technology, Australia, 2010-11 – Australian Bureau of Statistics (ABS) – December 2011 – www.abs.gov.au/ausstats/abs@.nsf/mf/8146.0

7 8146.0 - Household Use of Information Technology, Australia, 2010-11 – Australian Bureau of Statistics (ABS) – December 2011 – www.abs.gov.au/ausstats/abs@.nsf/mf/8146.0

8 Older Victorians Online – COTA Victoria & Ellis James – March 2012 – www.ellisjones.com.au/health-and-ageing/health-aged-care/older-victorians-online-survey

9 ACMA Communications Report 2006-2007 – ACMA – April 2008 – www.acma.gov.au/WEB/STANDARD/pc=PC_310950

10 The Australian Online Landscape – A.C. Nielsen – March 2012 – www.nielsen.com/au/en/news-insights/reports-downloads/2012/australian-online-consumer-landscape.html

11 The Mobile Planet – Google and IPSOS Research – September 2011 – www.thinkwithgoogle.com/mobileplanet/en/

12 Smartphones 'to overtake desktops for internet' – June 2011 – www.smh.com.au/digital-life/mobiles/smartphones-to-overtake-desktops-for-internet-20110602-1fi1y.html

13 Interacting with Government — Australians' use and satisfaction with e-government services – Australian Department of Finance and Deregulation – 2011 www.finance.gov.au/publications/interacting-with-government-2011/index.html

14 Interacting with Government — Australians' use and satisfaction with e-government services – Australian Department of Finance and Deregulation – 2011 www.finance.gov.au/publications/interacting-with-government-2011/index.html

15 Mobile Apps – VictoriaOnline – 19 August 2012 – www.vic.gov.au/social-media/mobileapps.html

16 When do I switch rollout map – Department of Broadband, Communications and the Digital Economy – June 2012 – www.digitalready.gov.au/when-do-i-switch/Rollout-map.aspx

17 Television Sets in Australian Households 2011 – ACMA – June 2012 – http://engage.acma.gov.au/the-small-screen-hits-the-big-time/

18 Digital Australia 2012 – Bond University – October 2011 – www.igea.net/2011/10/digital-australia-2012-da12/

19 Yellow™ Social Media Report – Sensis – June 2012 – http://about.sensis.com.au/News/Media-Releases/?ItemID=1159&count=1

20 Yellow™ Social Media Report – Sensis – June 2012 – http://about.sensis.com.au/News/Media-Releases/?ItemID=1159&count=1

21 Yellow™ Social Media Report – Sensis – June 2012 – http://about.sensis.com.au/News/Media-Releases/?ItemID=1159&count=1

22 Interacting with Government — Australians' use and satisfaction with e-government services – Australian Department of Finance and Deregulation – 2011 www.finance.gov.au/publications/interacting-with-government-2011/index.html

23 Yellow™ Social Media Report – Sensis – June 2012 – http://about.sensis.com.au/News/Media-Releases/?ItemID=1159&count=1

24 Interacting with Government — Australians' use and satisfaction with e-government services – Australian Department of Finance and Deregulation – 2011 www.finance.gov.au/publications/interacting-with-government-2011/index.html

25 Yellow™ Social Media Report – Sensis – June 2012 – http://about.sensis.com.au/News/Media-Releases/?ItemID=1159&count=1

26 Yellow™ Social Media Report – Sensis – June 2012 – http://about.sensis.com.au/News/Media-Releases/?ItemID=1159&count=1

27 Facebook Ad Manager – Facebook – 22 June 2012 – www.facebook.com/ads/manage/adscreator/

28 Facebook Ad Manager – Facebook – 22 June 2012 – www.facebook.com/ads/manage/adscreator/

29 Facebook Ad Manager – Facebook – 22 June 2012 – www.facebook.com/ads/manage/adscreator/

30 Facebook Ad Manager – Facebook – 22 June 2012 – www.facebook.com/ads/manage/adscreator/

31 LinkedIn Surpasses 3 Million Members in Australia, http://au.press.linkedin.com/node/1159, LinkedIn, 14 March 2012

32 Randstad World of Work report – Randstad – March 2012 – www.randstad.com.au/about-randstad/world-of-work

33 Randstad World of Work report – Randstad – March 2012 – www.randstad.com.au/about-randstad/world-of-work

34 Randstad World of Work report – Randstad – March 2012 – www.randstad.com.au/about-randstad/world-of-work

35 Social Media Statistics Australia – July 2012 - Social Media News – 1 August 2012 – www.socialmedianews.com.au/social-media-statistics-australia-july-2012/,

36 Datafication, – The Works and University of Technology Sydney – November 2011 – http://datafication.com.au/,

37 Interacting with Government — Australians' use and satisfaction with e-government services – Australian Department of Finance and Deregulation – 2011 www.finance.gov.au/publications/interacting-with-government-2011/index.html

38 Interacting with Government — Australians' use and satisfaction with e-government services – Australian Department of Finance and Deregulation – 2011 www.finance.gov.au/publications/interacting-with-government-2011/index.html

39 Victorian Government Social Media Analysis – nmincite – 29 March 2012




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