Why Read This
While Australians tend to use online channels when they contact the government, they use eGovernment services sporadically, with Gen Yers — normally a digitally engaged group — using them least of all. If the government can bridge the gap between this group's use of most online services and its use of those from the government, it will reach many more Australians online. To do this, the government should involve Gen Y in all aspects of service design, marketing, and delivery. This will require government employees to think like civil servants but act like marketers.