Updated @April 24, 2024
CX research has focused on recruiting a broad and diverse range of participants. This page includes research participant figures and percentages for demographic information, financial literacy, energy literacy, digital use and CDR behavioural archetypes.
The figures and percentages on this page draw from a pool of 906 participants.
Approach
A broad and diverse range of participants were recruited to help reduce bias and research out risk. A ‘no edge cases’ approach has been taken; deeming certain groups and needs as not important is antithetical to the design of an inclusive Consumer Data Right (CDR). Instead of focusing on those who are already likely and able to adopt CDR, the research focuses on removing the barriers to CDR being inclusive and accessible, which will make CDR easier and simpler to access for everyone.
The recruitment process strives to reflect the demographic percentages outlined by the Australian Bureau of Statistics (ABS), and explicitly includes those who may be experiencing vulnerability or disadvantage.
Vulnerable people can include:
- children and seniors
- people with impaired intellectual or physical functioning
- people from a low socio-economic background
- people who are Aboriginal or Torres Strait Islanders
- people who are not native speakers of the local language
- people with low levels of literacy or education
- people subject to modern slavery, which involves human exploitation and control, such as forced labour, debt bondage, human trafficking, and child labour.
Vulnerability may be either temporary or ongoing.
This definition is from the Australian Charities and Not-for-profits Commission [1].
Demographic information
Age group
We ask participants to indicate their age group.
We collect and use this information to recruit a diverse representation of Australia's population.
Age group | Related population group | # of participants | % of participants | % of Australian population |
---|---|---|---|---|
Young adult | 94 | 10.3% | 6.7% | |
Middle adulthood | 195 | 21.3% | 14.9% | |
Middle adulthood | 219 | 23.9% | 13.4% | |
Older adulthood to average retirement | 125 | 13.6% | 12.6% | |
Older adulthood to average retirement | 145 | 15.8% | 11.6% | |
Retirement | 99 | 10.8% | 9.2% | |
Retirement | 39 | 4.3% | 7.1% |
Table 1 values are attributed to ABS Age Standard [2] and ABS Population estimates by age and sex [3].
Location
We ask participants to indicate their state or territory, area and postcode.
We collect and use this information to recruit a diverse representation of Australia's population.
State or territory | # of participants | % of participants | % of Australian population |
---|---|---|---|
229 | 25% | 31.8% | |
185 | 20.2% | 25.9% | |
199 | 21.7% | 20.2% | |
107 | 11.7% | 6.9% | |
84 | 9.2% | 10.4% | |
32 | 3.5% | 2.1% | |
18 | 2% | 1% | |
62 | 6.8% | 1.7% |
Table 2 values are attributed to ABS State and territories population [4].
Statistical Area (aggregated) | Related cohort | # of participants | % of participants | % of Australian population |
---|---|---|---|---|
• Metropolitan or inner city;
• Suburban or outer city | 693 | 75.7% | 67.7% | |
• Rural;
• Large town;
• Small or remote town | 223 | 24.3% | 32.3% |
Table 3 values are attributed to ABS Greater Capital City Statistical Area [5].
Gender
We ask participants to indicate their gender identity, expression and experience as a man, woman or non-binary person.
The terms sex and gender are interrelated and often used interchangeably, however they are two distinct concepts. ABS population estimates by sex have used as a baseline for participant recruitment.
We collect and use this information to recruit a diverse representation of Australia's population.
Gender | # of participants | % of participants | % of Australian population |
---|---|---|---|
429 | 46.8% | 49.6% | |
465 | 50.8% | 50.4% | |
20 | 2.2% | 0% | |
1 | 0.1% | 0% | |
1 | 0.1% | 0% |
Table 4 values are attributed to ABS Standard for Sex, Gender, Variations of Sex Characteristics and Sexual Orientation Variables [6] and ABS Population estimates by age and sex [3].
Background identity
We ask participants to indicate their cultural identity, accessibly needs and/or sexual orientation. We infer that these characteristics may impact a person's wellbeing and social experiences, access to employment, education and other services.
We collect and use this information to recruit a diverse representation of Australia's population.
Population characteristic | Related cohort | # of participants | % of participants | % of Australian population |
---|---|---|---|---|
I migrated to Australia from another country | 245 | 27.7% | 29.8% | |
I am of Aboriginal and/or Torres Strait Islander descent | 54 | 6.1% | 3.3% | |
I have accessibility needs | 71 | 8% | 17.7% | |
I am LGBTQI+ | 113 | 12.8% | 4% |
Table 5 values are attributed to multiple datasets; ABS Migration, Australia [8], ABS Estimates of Aboriginal and Torres Strait Islander Australians [9], ABS Disability, Ageing and Carers, Australia [10] and ABS General Social Survey: Summary Results, Australia [11].
Household
We ask participants to indicate their household and family situation to infer factors that may influence financial decisions.
We collect and use this information to recruit a diverse representation of Australia's population.
Households, families and persons | # of participants | % of participants | % of Australian population |
---|---|---|---|
82 | 11.6% | 9.1% | |
63 | 8.9% | 3.7% | |
160 | 22.6% | 24.2% | |
250 | 35.3% | 43.7% | |
60 | 8.5% | 10.9% | |
58 | 8.2% | 7.7% |
Table 6 values are attributed to ABS Family characteristics and transitions [12].
Financial stress
We ask participants to indicate their household's financial situation. Financial stress experienced by households is measured through a range of indicators including: the inability to raise $2,000 for something important, whether a household has experienced a cash flow problem in the last 12 months and whether a household took a dissaving action in the last 12 months. This follows methodology used in ABS General Social Survey [13].
We collect and use this information to recruit a diverse representation of Australia's population.
Cohort | # of participants | % of participants | Proportion of households (average) |
---|---|---|---|
462 | 60.3% | 79.1% | |
308 | 40.2% | 20.8% |
Table 7 values are attributed to ABS General Social Survey: Summary Results, Australia [11] and ABS General Social Survey: Summary Results, Australia methodology [13].
Employment status
We ask participants to indicate their employment type to infer factors that may influence financial decisions.
We collect and use this information to recruit a diverse representation of Australia's population.
Potential workers | Related cohort | # of participants | % of participants | % of Australians 15+ |
---|---|---|---|---|
• Employed by a company (full-time or part-time);
• Self-employed as a sole trader, freelancer or contractor;
• Self-employed with a small business that employs other people | 537 | 76.7% | 62.8% | |
• Unemployed;
• Permanently unable to work;
• Temporarily not working but has a job to go to, or return to;
• Retired | 168 | 24% | 37.2% |
Table 8 values are for the population who were 15 years or over and attributed to ABS Potential workers [14].
Financial sector
We ask participants to indicate the types of accounts they hold as well as their relationship with other account holders. Experience with the financial sector is measured through a range of indicators including: bill comprehension, frequency of interactions, variety of interactions, and use of additional products or services. We infer that these factors may influence a person's comprehension of data language and likelihood to use the CDR.
We collect and use this information to recruit a diverse representation of Australia's population.
Level of financial literacy | # of participants | % of participants |
---|---|---|
23 | 19.3% | |
32 | 26.9% | |
64 | 53.8% |
Energy sector
We ask participants to indicate the types of accounts they hold as well as energy retailer. Experience with the energy sector is measured through a range of indicators including: bill comprehension, frequency of interactions, variety of interactions, and use of additional products or services. We infer that these indicators may influence a person's comprehension of data language and likelihood to use the CDR.
We collect and use this information to recruit a diverse representation of Australia's population.
Level of energy literacy | # of participants | % of participants |
---|---|---|
65 | 33.9% | |
11 | 5.7% | |
116 | 60.4% |
Digital use
We ask participants to indicate their Digital Ability and importance of privacy when choosing a digital service. We infer that these factors may influence a person's propensity to share data and likelihood to use the CDR.
We collect and use this information to recruit a diverse representation of Australia's population.
Digital ability
Digital ability captures both the confidence with which we use the internet and associated technologies, and the extent to which they are integrated into our lives.
Digital ability is measured based on Attitudes, Basic Skills, and Activities. This follows methodology used in Australian Digital Inclusion Index (ADII) Single Source survey [15].
Level of digital ability | # of participants | % of participants |
---|---|---|
12 | 3% | |
55 | 13.8% | |
333 | 83.3% |
Importance of privacy when choosing a digital service
Concerns around privacy of information are even more prevalent in the digital space. Importance of privacy is based on a scale of "Not important" to "Extremely important". This follows methodology used in Office of the Australian Information Commissioner (OAIC) Australian Community Attitudes to Privacy Survey (ACAPS) [16].
Level of privacy importance | Related cohort | # of participants | % of participants | % of Australians 18+ |
---|---|---|---|---|
• Don’t know;
• Not important | 40 | 4.9% | 5% | |
Quite important | 203 | 25% | 26% | |
• Very important;
• Extremely important | 570 | 70.2% | 70% |
Table 12 values are for the population who were 18 years or over and attributed to OAIC ACAPS [16].
CDR behavioural archetypes
User archetypes are useful tools to segment and succinctly describe the different drivers, behaviours and needs observed throughout research. CDR behavioural archetypes are representations of actions and general attitudes toward data sharing.
Participants were given questions to assess their attitude towards the CDR process and proposed use case.
Participants provided scores and responses to open-ended questions about their privacy, general trust in Government and Industry, attitudes toward data sharing, and digital adoption habits. Participants are surveyed twice to allow for a comparison of any changes in behaviour due to the CDR use case. Each participant’s assignment to one of the 4 CDR behavioural archetypes is based on:
- Trust using a scale of "Not at all trustworthy" to "Extremely trustworthy".
- Benefit using a scale of "Not beneficial" to "Extremely beneficial".
- Risk using a scale of "Extremely risky" to "Not risky".
- Willingness using a scale of "Not willing" to "Extremely willing".
- Privacy importance using a scale of "Not important" to "Extremely important".
- Digital adoption using various statements of "Agreement".
Participants responded to questions by:
- Marking a Likert scale with a score from 1 to 5. ‘1’ being a negative indicator, ‘3’ being a neutral indicator, and ‘5’ being a positive indicator.
- Providing open-ended responses for more qualitative questions.
Participants complete survey questions to self-assess their attitudes towards data sharing, privacy, general trust in Government and Industry, as well as digital adoption habits. Participant responses are used to assign them to one of the 4 CDR behavioural archetypes.
Archetype | Description | # of participants | % of participants |
---|---|---|---|
Low propensity to share
Sceptics are less trusting of organisations and/or technology. They generally value control, and are adverse to data sharing based on experience with current practices. | 83 | 22.3% | |
Medium Low propensity to share
Assurance seekers want to read additional information. They generally value familiarity and external reference/support, and are apprehensive to new experiences. | 179 | 48% | |
Medium High propensity to share
Sensemakers need to understand how the process works. They generally value details, and can trust the process if given enough valuable information. | 104 | 27.9% | |
High propensity to share
Enthusiasts are excited to get the benefits of CDR. They generally value simple experiences once trust is established. | 17 | 4.6% |
Further information about our approach, descriptions and design rationale can be found on
References
- Australian Charities and Not-for-profits Commission (2021) Vulnerable persons or people [online] Available at: https://www.acnc.gov.au/tools/topic-guides/vulnerable-persons-or-people [Accessed 27 Sep 2021]
- Australian Bureau of Statistics (2014) Age Standard, Underlying concepts [online] Available at: https://www.abs.gov.au/statistics/standards/age-standard/latest-release#underlying-concepts [Accessed 26 Aug 2021]
- Australian Bureau of Statistics (2021) Regional population by age and sex, Data cubes, Population estimates by age and sex, by SA2, 2020 [XLS] Available at: https://www.abs.gov.au/statistics/people/population/regional-population-age-and-sex/2020#data-download [Accessed 26 Aug 2021]
- Australian Bureau of Statistics (2021) National, state and territory population, States and territories [online] Available at: https://www.abs.gov.au/statistics/people/population/national-state-and-territory-population/latest-release#states-and-territories [Accessed on 13 Sep 2021]
- Australian Bureau of Statistics (2020) ABS.Stat Beta, ERP by SA2 and above (ASGS 2016), 2001 onwards [online] Available at: https://stat.data.abs.gov.au/Index.aspx?DataSetCode=ABS_ANNUAL_ERP_ASGS2016 [Accessed on 15 Sep 2021]
- Australian Bureau of Statistics (2020) Standard for Sex, Gender, Variations of Sex Characteristics and Sexual Orientation Variables [online] Available at: https://www.abs.gov.au/statistics/standards/standard-sex-gender-variations-sex-characteristics-and-sexual-orientation-variables/latest-release#gender [Accessed on 15 Sep 2021]
- Australian Bureau of Statistics (2016) Language Standards [online] Available at: https://www.abs.gov.au/statistics/standards/language-standards/latest-release [Accessed on 15 Sep 2021]
- Australian Bureau of Statistics (2021) Migration, Australia, Key findings [online] Available at: https://www.abs.gov.au/statistics/people/population/migration-australia/latest-release [Accessed on 14 Sep 2021]
- Australian Bureau of Statistics (2018) Estimates of Aboriginal and Torres Strait Islander Australians [online] Available at: https://www.abs.gov.au/statistics/people/aboriginal-and-torres-strait-islander-peoples/estimates-aboriginal-and-torres-strait-islander-australians/jun-2016 [Accessed on 13 Sep 2021]
- Australian Bureau of Statistics (2019) Disability, Ageing and Carers, Australia: Summary of Findings [online] Available at: https://www.abs.gov.au/statistics/health/disability/disability-ageing-and-carers-australia-summary-findings/latest-release [Accessed on 13 Sep 2021]
- Australian Bureau of Statistics (2021) General Social Survey: Summary Results, Australia [online] Available at: https://www.abs.gov.au/statistics/people/people-and-communities/general-social-survey-summary-results-australia/latest-release [Accessed on 13 Sep 2021]
- Australian Bureau of Statistics (2015) Family characteristics and transitions, Family characteristics, Families [online] Available at: https://www.abs.gov.au/statistics/people/people-and-communities/family-characteristics-and-transitions/latest-release [Accessed 9 Sep 2021]
- Australian Bureau of Statistics (2021) General Social Survey: Summary Results, Australia methodology [online] Available at: https://www.abs.gov.au/methodologies/general-social-survey-summary-results-australia-methodology/2020 [Accessed on 15 Sep 2021]
- Australian Bureau of Statistics (2021) Potential workers [online] Available at: https://www.abs.gov.au/statistics/labour/employment-and-unemployment/potential-workers/latest-release [Accessed on 17 Sep 2021]
- Australian Digital Inclusion Index (2020) Measuring Australia's Digital Divide 2020 (pg. 49) [online PDF] Available at: https://digitalinclusionindex.org.au/wp-content/uploads/2020/10/TLS_ADII_Report-2020_WebU.pdf [Accessed 9 Sep 2021]
- Office of the Australian Information Commissioner (2023) Australian Community Attitudes to Privacy Survey 2023 [online] Available at: https://www.oaic.gov.au/engage-with-us/research-and-training-resources/research/australian-community-attitudes-to-privacy-survey/australian-community-attitudes-to-privacy-survey-2023 [Accessed 15 Mar 2024]
Quick links to CX Guidelines: