The legacy of 2020 is the rapid digitization as consumers flock to the internet to shop for groceries, order food and enjoy entertainment. According to australia post’s ‘inside australian online shopping report’ released in june, australia’s online shopping sector grew by 47.5% year-on-year in may 2021, and online shopping also increased during the same period. Increased by 32%.
But not everyone is like that. According to telstra and roy morgan’s australian digital inclusion index 2020, 2.5 million australians remain offline despite digital explosive growth.
Here, a clear line emerges between mass and digital native brands and services. Of course, it is also a potential opportunity for brands trying to bridge this digital divide.
David Spriggs Ceo Of Infoxchange An Australian Social Enterprise That Provides
Technology and digital Mozambique Email List education, said: “the pandemic has made digital inclusion a huge issue in australia. Has always existed more than 2.5 million australians are still not online. “Even as a percentage of the australian population dating back to 2015, this figure has not changed.”
Marketers Looking To Increase Utilization Of Digital Channels
Especially those at banks, insurance companies, telecommunications companies, and government agencies that want to serve everyone, should seriously consider this number.
New south wales (nsw) government CH Leads customer service minister victor dominello stressed the need to consider ‘digital inclusion’.
“there are two worlds and there is a transition between them. For example, there is my world, and there is my mother’s world, which is completely digital. It’s not a matter of age. There are just people who don’t want it or don’t trust it. Again, you have to understand that there are two worlds.”
According to dominello, this is about enabling civic engagement while continuing to drive digital services innovation and helping people become digitally empowered through the center for service nsw.
When we deliver core services, we always offer non-digital options as well. This will happen over the next 10 years or more. Personally, I can do things digitally and feel it is efficient. But if (people) don’t feel that way by the end of the process, it’s not a good process.”
Building digital capabilities within customer segments
It has been 20 years since future educator mark prensky first coined the concepts of ‘digital natives’ and ‘digital immigrants’. Most australians have taken part in this journey, but not all are able or willing to do it.
