Second Quarter 2008 ACSI E-Government Commentary

Results of the Q2 2008
American E-Government Satisfaction Index

Errol Hau
Senior Director of Government Markets
ForeSee Results
July 29, 2008

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The Big Picture

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Summary of Findings

• Aggregate satisfaction: 72.9
– Up 0.7% (0.5 points) quarter-over-quarter
– Down 0.8 points year-over-year

• Last year’s declining trend appears to have been curtailed:
– First score increase reported since Q2 2007 (73.7)
– Only 1.1 points below all-time high score of 74 (Q2 2006)

• 108 sites measured in Q2 2008
• 23 sites are “top performers”
– 21% of total are “top performers,” up from 16% last quarter
– Scores of 80 or higher

• Two functional categories experienced score increases
– Portals/Main Sites up 2.5% since last quarter (rebound from decline
previous quarter)
– E-commerce/Transactional up 1.7% since last quarter
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ACSI E-Gov Index Trend

ACSI E-Gov Index Quarterly Trend Line
2003-2008
75.0
74.0

Satisfaction Score
(100-point scale)

73.0
72.0
71.0
70.0
69.0

First sign of turnaround? Aggregate E-Gov index
had been declining for three quarters in a row.

68.0
67.0
66.0
65.0

Q3
03

Q4
03

Q1
04

Q2
04

Q3
04

Q4
04

Q1
05

Q2
05

Q3
05

Q4
05

Q1
06

Q2
06

Q3
06

Q4
06

Q1
07

Q2
07

Q3
07

Q4
07

Q1
08

Q2
08

Satisfaction 70.9 69.1 70.9 70.3 71.2 72.1 71.9 72.6 73.5 73.9 73.5 74.0 73.7 73.9 73.4 73.7 73.3 72.9 72.4 72.9
Quarter

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ACSI E-Gov Index Trend, Year-Over-Year

ACSI E-Gov Index Quarterly Trend Lines
Year-Over-Year, 2006-2008
75.0
74.0

Satisfaction Score
(100-point scale)

73.0
72.0
71.0
70.0
69.0

Q1 and Q2 2008 index scores are somewhat
low, from a year-over-year perspective.

68.0
67.0
66.0
65.0

Q1

Q2

Q3

Q4

2006

73.5

74.0

73.7

73.9

2007

73.4

73.7

73.3

72.9

2008

72.4

72.9
Quarter

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E-Gov Satisfaction Index
Key Comparisons

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E-Gov Still Outpaces Offline Government

Citizens continue to be more satisfied with E-Gov than with
Federal government as a whole.

E-Government Q2 2008

72.9

•Real-time data collection from >100 federal websites
•About 238,000 responses; sample size is higher because most component scores are now based on a
full quarter of data, rather than previous sample-based approach

Annual ACSI Aggregate Federal
Government Score

67.8

• Experience with any Federal agency over the past year
• 1,374 responses collected (CI +/- 1.1)

+ 5.1 gap
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*90% level of confidence, est. std dev 20

E-Gov Still Trails Private Sector

Not surprisingly, the gap between E-Gov and key ACSI
E-Business satisfaction indices has continued.

E-Government Q2 2008

72.9

E-Business Q2 2007
(news/information, search engines, portals)

75.2

E-Commerce Q4 2007
(online retail, travel, auction, brokerage)

81.6

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Is E-Gov Satisfaction on the Upswing?

• The E-Gov Index quarter-over-quarter score increase may
indicate a real positive change.
– The overall ACSI Index showed an upturn in Q1 2008. Although
these indices do not always trend together, could the increases be
related?
– Are government and private sector sites making similar
improvement efforts?

• Now that the “bleeding” may have stopped, what’s next?
– Despite recent declines, E-Gov only trails its best-ever index score
by 1.1 points
– A large number of sites have managed to make site improvements
that have made a real difference in citizen satisfaction
– Utilizing findings about your site’s Top Priorities is key
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Distribution of E-Gov Index Scores
Over Time

Number of Sites in Satisfaction Score Range

Q2 2008
Q1 2008
Q4 2007
Q3 2007
Q2 2007
Q1 2007
Q4 2006
Q3 2006

80s

70s

60s

<60

23

55

25

5

17
20
19
15
16
18
18

53
54
49
49
45
50
52

33
24
19
17
15
18
22

2
5
4
2
4
1
3

Percent of Sites in Satisfaction Score Range

Q2 2008
Q1 2008
Q4 2007
Q3 2007
Q2 2007
Q1 2007
Q4 2006
Q3 2006

80s

70s

60s

<60

21%

51%

23%

5%

16%
19%
21%
18%
20%
21%
19%

50%
52%
54%
59%
56%
57%
55%

31%
23%
21%
20%
19%
21%
23%

2%
5%
4%
2%
5%
1%
3%

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Web Site Satisfaction Score Changes
Over Time
Comparison of Q2 2008 to Q1 2008:
% of sites with
higher scores

% of sites with
lower scores

% of sites with
same score

45%

30%

24%

Comparison of Q2 2008 to Q2 2007:
% of sites with
higher scores

% of sites with
lower scores

% of sites with
same score

44%

32%

24%

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Functional Category
Satisfaction Trends
ACSI E-Gov Index Quarterly Trend Lines
by Functional Category, 2006-2008
85.0

Typically Highest-Scoring:

Typically Lowest-Scoring:
Information/News Sites

Satisfaction Score
(100-point scale)

Recruitment/Careers Sites

83.0
81.0
79.0
77.0
75.0
73.0
71.0
69.0
67.0
65.0

Q1 06 Q2 06 Q3 06 Q4 06 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08

ECOMMERCE/TRANSACTIONAL

74.1

74.6

74.5

74.5

74.2

76.8

74.6

74.6

75.7

77.0

INFORMATION/NEWS

72.7

73.0

72.7

72.9

72.8

73.2

72.7

72.3

71.7

71.7

PORTAL/DEPT MAIN

74.5

75.2

74.8

74.9

74.1

72.6

73.0

72.8

71.9

73.7

RECRUITMENT/CAREERS

77.0

77.3

77.2

77.2

77.2

76.5

77.2

77.6

77.1

76.6

Quarter

Recent Functional Category Trends:
E-Commerce/Transactional: Upward (2 quarters)

Information/News: Slight Downward/Flat

Portals/Main Sites: Upward

Recruitment/Careers: Slight Downward

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Functional Categories:
Quarter-Over-Quarter

Citizen satisfaction increased for the Portals/Main Sites and
E-Commerce/Transaction categories.
Q1 2008

Q2 2008

% Change

ACSI E-Gov Aggregate

72.4

72.9

+0.7%

E-Commerce/Transactions

75.7

77.0

+1.7%

Information/News

71.7

71.7

--

Portals/Main Sites

71.9

73.7

+2.5%

Recruitment/Careers

77.1

76.6

-0.6%
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Functional Categories:
Year-Over-Year

Satisfaction has decreased for Information/News Sites compared
to 2Q 2007, while Portals/Main Sites have gained ground.
Q2 2007

Q2 2008

% Change

ACSI E-Gov Aggregate

73.7

72.9

-1.1%

E-Commerce/Transactions

76.8

77.0

+0.2%

Information/News

73.2

71.7

-2.0%

Portals/Main Sites

72.6

73.7

+1.5%

Recruitment/Careers

76.5

76.6

+0.1%
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Organizational Category
Satisfaction Trends
ACSI E-Gov Index Quarterly Trend Lines
by Organizational Category, 2006-2008
85.0

Typically Highest-Scoring:

Typically Lowest-Scoring:
Department Sites

Satisfaction Score
(100-point scale)

Program Sites

83.0
81.0
79.0
77.0
75.0
73.0
71.0
69.0
67.0
65.0

Q3 06

Q4 06

Q1 07

Q2 07

Q3 07

Q4 07

Q1 08

Q2 08

DEPARTMENT

72.0

71.9

70.7

69.9

70.8

71.6

70.8

72.2

AGENCY

71.1

72.6

73.0

73.4

73.4

73.1

72.2

72.3

PROGRAM

75.2

78.9

77.2

77.1

74.5

73.4

73.6

73.6

Quarter

Recent Organizational Category Trends:
Department: Upward

Agency: Flat

Program: Flat

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Future Behavior Trends and Comparisons

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Future Behaviors: Quarter-Over-Quarter

The future behavior indices were on par with the previous quarter.
Q1 2008

Q2 2008

% Change

72.4

72.9

+0.7%

Return

82

82

--

Recommend

78

78

--

Primary Resource

75

75

--

Satisfaction

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Trend: Satisfaction and Future Behaviors

Satisfaction and Future Behavior Trend Lines
2006-2008
85.0

Site visitors highly likely to
return to E-Gov sites,
Recommend them, and use
as primary resource
Score

Future behaviors have been
relatively stable for some
time at the overall index level

80.0

75.0

70.0

Q1 06 Q2 06 Q3 06 Q4 06 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08
73.5

74.0

73.7

73.9

73.4

73.7

73.3

72.9

72.4

72.9

Return

82

82

83

83

83

83

83

82

82

82

Recommend

79

79

79

79

79

79

79

79

78

78

Primary Resource

74

74

75

76

76

76

75

75

75

75

Satisfaction

Quarter

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Future Behavior Scores by Top
Functional Categories
Comparing three key E-Gov functional categories, E-Commerce/
Transactional sites currently garner the greatest satisfaction and, as
a result, site visitors are more likely to return and recommend them.
Q2 2008

E-Commerce/
Transactional

Information/
News

Portal/Main
Site

72.9

77.0

71.7

73.7

Return

82

87

80

83

Recommend

78

82

77

80

Primary
Resource

75

--

74

76

Satisfaction

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Element Trends and Comparisons

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Elements: Quarter-Over-Quarter

The element indices were mainly on par with the previous quarter.
Q1 2008

Q2 2008

% Change

Content

79

79

--

Functionality

76

76

--

Look & Feel

77

77

--

Navigation

73

73

--

Search

73

74

+1.3%

Site Performance

82

82

--

Tasks/Transactions

79

80

+1.3%
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Element Analysis

Which elements are Top Priorities for improvement?
% of sites with element as first or second priority

Q1 2008
Top Priority

Q2 2008
Top Priority

Tasks/Transactions *

69%*

92%*

Search

83%

88%

Functionality

47%

59%

Navigation

51%

41%

Look & Feel

30%

31%

Site Performance

15%

12%

Content

4%

6%

* Among only 13 sites measuring this element
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Q2 2008 Top Priority Elements by
Category
Top Priorities remain consistent for functional E-Gov site categories.
E-commerce/Transactional
– Tasks/Transactions
– Search

100%
50%

Information/News
– Search
– Functionality

93%
59%

Portal/Dept. Main Site
– Search
– Functionality

88%
69%

Recruitment/Careers
– Navigation
– Job Search

75%
75%
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Sites and Citizens

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Scores by Department

Department

Q2 2008

Department of Health and Human Services

79.0

Social Security Administration

78.4

Department of the Treasury

72.3

Veterans Administration

72.1

General Services Administration

71.0

Department of State

70.2

Department of Agriculture

66.4

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Top Performers

23 sites (21%) have scores of 80+

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Top Performers (Cont’d)

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Why Strong Satisfaction is Important

Satisfaction leads to desired future behaviors
Top
Performers

Bottom
Performers

%
Difference

(80 and above)

(70 and below)

Satisfaction

82.7

64.0

29.2%

Return

88.7

74.9

18.4%

Recommend

85.9

70.3

22.2%

Primary Resource

82.4

68.4

20.5%

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Citizens and Their Future Behavior

Highly-satisfied citizens (individual site visitors scoring E-Gov
sites 80 or higher) are significantly more likely than dissatisfied
citizens (scoring less than 70) to use a government website as a
primary resource, recommend it to others, or return to the site.
A satisfied site visitor is:
• 84% more likely to use the site as a primary resource
• 83% more likely to recommend the site to others
• 57% more likely to return to the site

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Q&A

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For More Information…

• Errol Hau
– [email protected]
– (734) 205-2552

• Howard Merkel
– [email protected]
– (734) 205-2555

• Bernie Lubran
– [email protected]
– (240)994-0240
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