Introducing a Novel Market Segmentation for E-Government Services

Abstract

Abstract A critical element of the overarching realm of e-government is the appropriate delivery of government services over the Internet. To date, guidance for government service design has been based on usability and, lately, security issues of the new medium and simple demography-based segmentation approaches aimed at structuring the presentation of government to its constituents. This paper introduces a novel market segmentation approach that allows e-government service designers to prioritise and target online services at individual constituents in a way that is expected to increase adoption of online government services. The segmentation approach and the characteristics of the segments that result are described within the broader context of e-government in Australia. After describing the segmentation, four key issues impeding e-government implementation in Australia are discussed with insights into priorities developed from the segmentation. The paper concludes with a summary of ongoing research in the area that this paper introduces.