Last week, as part of the World Internet Project, Auckland University published The Internet in New Zealand 2007, a survey of 1430 New Zealanders’ use of and attitude towards the Internet. It has some interesting findings, particularly for public sector communicators.
The topline results of our usage habits are fairly unremarkable: 78% of Kiwis use the Internet, 6% are ex-users and 16% have never used it. What is more revealing is the data on our attitudes to the Internet:
New Zealanders who use the Internet rely on it heavily. 61% think it would be a problem if they lost access, while only 2% think this would make life better.
More tellingly, as a source of information, the Internet is rated important by more users than are family and friends – 71% compared to 56%. Word of mouth, particularly that of family and friends, is generally quoted as being the most trusted source of information about companies and their products.
Perhaps Kiwis think of the Internet as more a source of news than product information? That makes more sense when you consider that newspapers or television only rate as important with 52% of the respondents.
Government
What are New Zealanders’ views with regard to government on the Internet?
New Zealanders use the Internet to access government, mainly for information about services (47%), from both local and central government sites. Unsurprisingly, the most common activity is accessing information about government or council services.
What I was both encouraged and delighted to see was that 33% use the Internet to obtain information on government policy. One third of respondents are interested enough in government policy to research in online: that is an impressive result.
Unfortunately, the Australian report [PDF 3.9 MB] – which is in many ways a more interesting read – focussed on peoples’ interest in politics, rather than government, so there is no opportunity for comparison with our closest neighbours… Although it is worth noting that only 25% of users agree or strongly agree with the statement that by using the internet public officials will care more what people like you think
.
Fewer Kiwis, only 15%, seek information online about political parties or MPs. In terms of e-government, payments such as rates, taxes or fines are made online by 21% of users.
All of these results contrast markedly with the findings in the Kiwis Count survey that SSC ran at roughly the same time. Only 4% of respondents used a website to contact a government agency about a service. That 17% gap is one that needs to be explored and understood.
Social media
To return to a recurring theme of this blog, it is the behaviour of younger Kiwis (and by extension, younger public servants) that should serve as a harbinger of change in the workplace.
A significant minority of users are active in posting different forms of material on the Internet. 27% have posted messages on discussion or message boards, 34% have posted pictures, photos or videos, while just 8% have posted audio material.
However, it is not just ‘casual’ use of social media. The report notes that a significant minority of users are engaged in forms of online content creation. 13% maintain their own website and 10% keep
their own blog. How are agencies planning for this influx of behaviour into their organizations? What sort of strategies do they have in place to support and manage this creativity?
Of course, it doesn’t begin and end there. The report’s authors note, with classic antipodean understatement, that socializing is a major use of the Internet
. They found that 77% of users check their email every day. At least weekly, 34% use IM and 28% participate in social networking sites like MySpace or Facebook.
Accordingly,
most users say that the Internet has increased their contact with other people, especially overseas (65%). There is increased contact with people in the same profession (51%), those who share recreational interests (33%), and people generally in New Zealand (42%). [My emphasis]
Over half of the respondents use the Internet to connect with professional networks. It’s probably not such a good idea to block access to those sites then, is it?
Conclusion
There is a tremendous amount of material to sift through in this report. It is the first that New Zealand has contributed to the project (some of the other countries have notched up six or seven), and it provides a valuable insight into the behaviour of Kiwis on- and off-line.
It also provides yet more evidence (if you are still holding on to the forlorn hope that you can ignore this whole online thing…) that, as a profession, we need to be doing a lot more and urgently about getting our agencies in shape to adapt to — and manage this change.
Photo: kenyee
