Marketing and acceptance of e-government services in Vienna

Transcription

1 Marketing and acceptance of e-government services in Vienna 2010 European Local Government Conference ICT and Local Government Transformation Europe Norbert Weidinger 9 June 2010 CEO Office - ICT Group, City of Vienna

2 Austrian Internet Declaration Ensuring a place for Austria among the top ranking IT countries Strongly increasing the number of private broadband users Facilitating access to the internet for everyone: reducing age-related and social barriers Making Austria a first-class research location for information and communication technologies Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 2

3 Internet access in Austria Location of internet access Austrians over 14 years of age Source: AIM, Integral, 3rd quarter 2009: n= 3,000; Total: Austrians over 14 years of age (7.05 million) 1 Results of 4th quarter (until 4th quarter 01: n= 4,500, from 1st quarter 02: n= 3,500, from 1st quarter 05: n = 3,000) From 4th quarter 2006 locations of internet access without only in other places Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 3

4 e-government benchmarking/ Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 4

5 20 services Income taxes Job search Social security benefits Personal documents Car registration Building permission Declaration to police Public libraries Certificates (birth and marriage) Enrolment in higher education Announcement of moving Health-related services Social contributions Corporate tax VAT Company registration Statistical data Customs declaration Environment-related permits Public procurement Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 5

6 20 services Social contributions Corporate tax VAT Company registration Statistical data Customs declaration Environment-related permits Public procurement Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 6

10 The Mission We should make data move not people. Dr Michael Häupl, Mayor of Vienna The key questions are: what do the local citizens need, want and expect? How do they feel about the city s services, what do they think about them, and do they accept them? Dr Ernst Theimer, Chief Executive Director of the Vienna City Administration Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 10

11 We provide: 130,000 pages Monthly usage: 29,000,000 page views by 880,000 persons (computers) Unique client ranking in Austria: 1 st place regarding non-advertising media 10 th place regarding advertising media (without advertisements) Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 11

12 e-government services e-government facts: 560 e-government pages (with a standardised design and information about prerequisites, necessary documents, etc.) explain procedures facilitate procedures save time 180 of them include an online procedure Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 12

13 Internet access Comparison 2009/2006/2005; basis: total Percent EDUCATION Compulsory school Apprenticeship / vocational school Upper secondary school University Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 13

14 Available internet access locations Basis: total Percent EDUCATION Compulsory school Apprenticeship / vocational school Upper secondary school University Yes, at home. Yes, at home and at work/school. Yes, at work, school, university Yes, only at friends places, internet café, etc. Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 14

15 Percent EDUCATION Compulsory school Apprenticeship / vocational school Upper secondary school University Yes, on the notebook. Yes, on the mobile phone Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 15

16 Expectations / importance of topics / contents of internet pages of the City of Vienna Basis: internet access available, n = 406 address search of public authorities city map search / online city map healthcare e-government information about e-government events social issues geographic information leisure time culture (music, ) politics Percent very important fairly important important not very important not at all important Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 16

17 Expectations / importance of topics / contents of internet pages of the City of Vienna Basis: internet access available, n = 406 Percent (Further) training Legal information system Online search in archives, libraries very important fairly important important not very important not at all important Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 17

18 Prominence and use of Basis: total Percent EDUCATION Compulsory school Apprenticeship / vocational school Upper secondary school University Yes, I have visited the website several times. Yes, I have visited the website once. Yes, I have heard of it. No, I know a different website. No, I don t know the website. Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 18

19 Intensity of use of Basis: users of wien.at Percent Total (n = 247) GENDER Male (n = 114) Female (n = 133) AGE years (n = 63) years (n = 97) years (n = 58) 60 years and older (n = 29) EDUCATION Compulsory school (n = 66) Apprenticeship/ vocational school (n = 86) Upper secondary school (n = 55) University (n = 40) (almost) daily several times per week several times per month several times per year less frequently Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 19

20 3 access possibilities The Virtual Office with administrative assistance pages Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 20

21 Use of e-government in 2009 Business registrations: 52 % Land acquisition by foreign nationals: 47 % Reservations of wedding dates: 35 % Council flat applications: 29 % Kindergarten registrations: 16 % Road works: 6 % Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 21

22 Nutzungsstatistik: User statistics: e-government % elektronisch in % von of total gesamt Kindergarten registration (Municipal Dept. 10) Kindergartenanmeldung Land acquisition by foreign nationals MA 10 Ausländergrunderw (Municipal Dept. 35) erb MA Trauterminreservierung Reservation of wedding dates MA 35 Baubeginnsanzeige (Municipal Dept. 35) MA 37 Arbeiten Notice regarding auf/neben start of d. construction Straße MA works 46 Gew (Municipal erbeangelegenheiten Dept. 37) MA Gemeindew Road works ohnungsanmeldung WrW (Municipal Dept. 46) st Quartal quarter 09 2nd 2. Quartal quarter rd 3. quarter Quartal th quarter 4. Quartal (%) (%) (%) (%) Business registration (Municipal Dept. 63) Council flat applications (Housing in Vienna) Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 22

23 Business registrations time saved 1 hour for entrepreneurs ½ hour for public authority Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 23

24 Awarding of citizenship advance information Questions and answers catalogue on the internet to determine eligibility for Austrian citizenship. +10% applications - 33% personal appointments - 50% telephone inquiries Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 24

25 Statistics How often does the user fill in the form? How often does the user send the form? How often does the user cancel? At which website or position does the user cancel? Where is the access point to use the form? How is the relation between the success quota and the access point page? Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 25

26 Feedback on user information requirements Randomized assessment of customer requests lodged directly with the front office at one of Vienna s municipal district offices Participants were addressed to find their user requests on the city s homepage (real users perform real tasks ) Participants were asked to fill in two short questionnaires Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 26

27 How to navigate for e-services 21% 46% Full text search (46 %) Navigation (33 %) Virtual office (21 %) 33% Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 27

28 Requests via the online contact form 11% 13% 5% 53% 18% Information on specific requests is not available on wien.at (information concerning persons or specific topics) (53 %) Information on specific requests is not available on wien.at (inclusion would make sense) (18 %) Information is available, but was not found, test persons were close to the information (5 %) Information is available, but was not found, test persons not close to the information (11 %) C Complaints/suggestions/hints (13 %) Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 28

29 Visualising statistical data from an online form Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 29

30 Analysis - Optimisation 1. Selection of e-government pages and e-forms that may need improvement 2. Implementing improvement measures: a. Improving the contents of e-government pages b. Improving the make-up of the forms c. Advertising for the procedure d. Solving technical problems 3. Before/after analysis: evaluating improvements Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 30

31 brand wien.at Norbert Weidinger, CEO Office - ICT Group, City of Vienna Seite: 31

32 brand wien.at Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 32

33 Advertisements in print media Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 33

34 wien.at 1995 Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 34

38 New Digital Divide Past: poor vs. rich Internet access Broadband access Knowing how to use the internet Present: professional users vs. citizens Professional users know how to use the internet and e- government services Entrepreneurs have more (electronic) contacts with public authorities than citizens Professional users know the e-government services of public administration Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 38

39 Virtual Office - The Recipe for Success The Virtual Office forms part of wien.gv.at and ensures easy access to e-government services Several ways of access: topics A-Z list separate search machine All information pages have similar structures Norbert Weidinger, CEO Office - ICT Group, City of Vienna Page 39

40 Thank You For Your Attention Norbert Weidinger phone: Norbert Weidinger, CEO Office - ICT Group, City of Vienna Seite: 40