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  • Small business newsroom service and digital interaction research 2016

    The following information outlines the Small business newsroom service and digital interaction research in 2016.

    Executive summary

    Key statistics

    Figure 1 is described in a list at link below

    See Figure 1: Summary of key statistics – described in a list

    Executive commentary

    The ATO’s Small business newsroom email service and associated newsroom web pages on the ato.gov.au website provide taxation and superannuation information and news to Australian small businesses in an easily accessible and contemporary format.

    The newsroom service, introduced in 2014, delivers a regular email to subscribers that is designed to be quickly scanned for items of interest, with links to associated articles on the website.

    The ATO conducted internal research into small business’ perceptions of the newsroom in 2015, and commissioned ChantLink to conduct research again in 2016, entailing:

    • Qualitative research: Face to face interviews with n=36 small business respondents including a mix of Small business newsroom service subscribers and non-subscribers.
    • Quantitative research: An online survey with n=614 small business respondents. 90% were self-subscribers; 10% auto-subscribed.

    Awareness of the Small business newsroom, usage and satisfaction

    Awareness of the Small business newsroom, usage and satisfaction were high.

    The figure below shows awareness and usage of the Small business newsroom service, and overall satisfaction. This is discussed in more detail on the following page.

    Figure 2 is described in a data table at link below.

    See data table of Figure 2

    Awareness

    In 2016, three quarters (76%) of the quantitative sample said they were aware of the Small business newsroom email and/or website

    Using the Small business newsroom service

    Of those aware of the service, the majority used it (88%). Two thirds of those who used it indicated that they typically scanned the email for articles of interest, and when these were identified, most clicked to read in more detail. Awareness and use of almost all of the Small business newsroom website’s functions had significantly increased between 2015 and 2016.

    No major barriers to use raised in quantitative research

    Whilst there were no major barriers raised by quantitative respondents, a potential barrier raised in the qualitative research was that when considering subscription, respondents were hesitant as they were uncertain how many emails they would be sent.

    Perceptions of the Small business newsroom service

    Overall respondents were very positive about the Small business newsroom service:

    • Small business newsroom service users (67% of total sample): The majority of users indicated that they were satisfied with both the small business newsroom email and website.
    • Yet to use the service (33% of total sample): Nearly two-thirds of those who were yet to use the Small business newsroom service (ie unaware or aware but have not used) indicated that they were likely or very likely to read the Small business newsroom email if they received it.
    Assessment of the Small business newsroom service

    Respondents were positive about all aspects of the service, and in most cases, net agreement scores were similar to 2015 scores, or increased in 2016. Very few disagreed with any of the statements (only 3 to 6% gave a score of 1 or 2 for any of the measures).

    Further, very high scores (5 out of 5) increased significantly for the following measures:

    • Overall service: For all measures asked in 2015, there was a significant increase in the proportion of very high scores in the 2016.
    • Email service: In 2016 very high scores increased significantly for 3 measures
      • a prompt to check out news (increased from 15% in 2015 to 34% in 2016)
      • it is easy to understand (increased from 10% in 2015 to 27% in 2016)
      • it is about the right length (increased from 8% in 2015 to 24% in 2016).
      •  
       
    Figure 3: Assessment of the Small business newsroom; Quantitative measures

    Small business newsroom email service

    Nett agreement (score > 3)

    Very high (score = 5)

    2015

    2016

    2015

    2016

    Q10 A prompt to check out news

    81

    84

    15

    34↑

    Q10 It is easy to understand

    78

    80

    10

    27↑

    Q10 It takes me to the right information

    62

    68

    8

    19

    Q10 the emails are timely

    60

    64

    4

    18

    Q10 It is about the right length

    68

    73

    8

    24↑

    Q10 The frequency is about right*

    n/a

    75

    n/a

    25

    Quantitative assessment of the Small business newsroom overall service

    Small business newsroom service overall

    Nett agreement (score > 3)

    Very high (score = 5)

    2015

    2016

    2015

    2016

    Q17 The information is timely

    60

    80↑

    4

    33↑

    Q17 The information helps me keep up to date with new ATO services*

    n/a

    76

    n/a

    32

    Q17 The information is easy to understand

    69

    76

    7

    30↑

    Q17 The newsroom is easy to use*

    n/a

    73

    n/a

    30

    Q17 It is easy to get more detail if I want it*

    n/a

    70

    n/a

    26

    Q17 The information is relevant to my business*

    n/a

    64

    n/a

    20

    Q17 The newsroom helps me with my business tax affairs

    51

    64

    4

    22↑

    Q17 The email service prompts me to attend to my business tax affairs*

    n/a

    62

    n/a

    29

    Notes:

    ↑Denotes a statistically significantly higher score than the previous year

    * Question not asked in 2015

    Impact on perceptions of the ATO

    The Small business newsroom service had a positive effect on respondents’ attitudes towards the ATO, with 56% of the total sample agreeing that the Small business newsroom service improved their overall impression of the ATO.

    Response to personalisation of the Small business newsroom service

    The initial reaction of both quantitative and qualitative respondents to the concept of personalisation was largely positive. However, respondents in the qualitative research, who had time to consider the issue in more depth, expressed a number of reservations.

    These reservations, coupled with generally high levels of satisfaction with the service, suggested there was no need for the level of changes to the service that personalisation would require.

      Last modified: 02 Nov 2018QC 57282