For Government Professionals

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	April 3, 2006 eGovernment Buy-In Is A Marketing Must Most Citizens Are Still Not Sold On eGovernment by Alan E. Webber with Gene Leganza, Julie Snyder, Alyssa L. Baer

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Executive Summary

Agencies are shifting more information and services to the Web channel. What do citizens think? According to Forrester's Consumer Technographics® data, only a minority of citizens say that eGovernment should be a top priority for government spending. Those who say that eGovernment should be a low priority are also voicing serious concerns about its potential negative impacts. To increase the odds of success, eGovernment program managers need to start thinking like marketing managers and ask themselves: Are citizens getting the value they were promised?

TABLE OF CONTENTS

• Funding For eGovernment Is Not A Citizen Priority
• Citizens Remain Unsure About How eGovernment Will Benefit Them
• Impersonal Service And Lack Of Convenience Concerns Citizens

RECOMMENDATIONS

• Beyond The Technology, Agency Managers Need To Think Like Marketing Managers
• Supplemental Material
• Related Research Documents

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