Governments Are Closing the Digital Divide to Create Equitable Digital Experiences

Rapid advances in digitalization have significantly impacted our world, transforming entire industries and reshaping how we access key services and information to make experiences simpler and more convenient. However, this is not the case for everyone. The digital divide—the inequality in access to the digital tools and skills needed to participate in democracy, society, and the economy—is an issue that has captured the attention of lawmakers, NGOs, tech companies, and consumers worldwide. In the public sector specifically, the responsibility falls on governments to create equitable digital experiences for all.

The Global Demand for Digital Equity

As of 2022, there are still 2.7 billion people worldwide who are not connected to the internet. Several powerful factors have also fueled the digital divide at a pace that organizations cannot keep up with:

• Increased reliance on digital due to the persistent impacts of the pandemic. COVID-19 fundamentally changed how people use technology daily. Interactions for employment, telemedicine, education, and other essential services moved online during the pandemic and have remained digital. Governments have improved their service delivery with digital tools, but underserved communities often lack access to online services, making it difficult for them to participate in these experiences.

• Accelerated pace of technological change. Rapid technological advancements, such as generative artificial intelligence and machine learning, have deepened the integration between people and technology. Unfortunately, this can lead to social exclusion for certain communities that cannot keep up with these advances.

The economic and social costs for countries and regions that fall behind digitally are massive. In the United States alone, millions of dollars per day are lost in economic activity from residents who are not connected to the internet. Governments are responding to the fact that digital literacy can improve outcomes in education, employment, economic growth, and democratic stability.

The Current State of Digital Equity in the United States

In 2023, Adobe commissioned the second annual U.S. Digital Government Index survey to assess the digital experience, accessibility, and inclusion of the 50 state .gov websites. We surveyed 543 people across all 50 states. The survey measured government website contact support, language offerings, accessibility and disability features, and mobile responsiveness. The findings revealed that digital experiences in government are in high demand by citizens, but there is still a long way to go in delivering equitable and accessible services:

• More than 90% of respondents rated digital channels, specifically the website or mobile app, as their preferred option for accessing services and information over calling or visiting the government agency in person.

However, we are seeing key challenges in delivering equitable and modern digital services:

• 20% of respondents found it difficult to access the information they were looking for on the website.
• 27% of respondents were dissatisfied with the support they received on the website, whether through chatbots, FAQ pages, accessibility tools, or videos.
• 72% of respondents wanted to see improvements to their government website regarding accessibility features such as font size, contrast, and navigability.
• 18% of respondents wished to see changes in the visual presentation of the website, including videos, images, visuals, audio, design, and icons.

Achieving Equitable Digital Experiences in Government with Adobe

It’s time for governments to fulfill the promise of digital equity for all. This includes expanding digital training, delivering content through preferred channels, and enabling digital self-service for those who cannot visit offices. It also requires governments to be proactive in creating responsive content, leveraging multilingual personalization, and delivering the best action or program based on the user’s previous behavior.

Adobe recommends four fundamental areas of focus for governments to create an inclusive and equitable digital experience for customers:

Digital Training and Literacy

Digital literacy is one of the most important skills for the public to navigate the digital world. It includes a person’s ability to navigate, find, and interact with information online. Digital literacy also involves equipping customers with the necessary familiarity to perform tasks such as accessing services, applying for jobs, sending emails or texts, and avoiding fraud or cybercrime. When government agencies invest efforts in improving the digital literacy rates of their citizens, they ensure that the most vulnerable groups affected by the digital divide—such as low-income individuals, older populations, veterans, people with disabilities, non-native English speakers, and racial or ethnic minorities—can be on an equal footing with the rest of the population and fully participate in educational, economic, and employment opportunities in the digital world. However, according to a recent Pew Research Center study, only 40% of U.S. adults can answer basic digital literacy questions.

Some state governments are addressing the issue through public libraries, which have long been a vital resource for providing residents with knowledge and skills for the digital age. Now, governments can bridge the digital literacy gap by offering Skill Finder, an online marketplace of digital skills courses built with Adobe Commerce. The program prepares individuals for careers in the digital sector, fosters economic development, and targets gaps in digital equity. Instead of offering traditional certification courses that take time, Skill Finder focuses on teaching micro-skills through short lessons in areas such as coding, cloud computing, security and machine learning, to basic computer concepts, graphic design, and general business skills. It includes personalized learning paths for individuals at all stages of digital literacy, from beginners to digital natives, to meet customers where they are.

A Solid Digital Foundation

Government agencies also need a solid digital infrastructure to design accessible and inclusive experiences across digital properties that reach members of all communities. This means that their technology stack must be robust enough to provide users with a seamless user experience, navigable sites, and personalized, data-driven content.

The state of Illinois, which partnered with Adobe, modernized its public website Illinois.gov to create more inclusive digital experiences for over 12 million residents. The state government has worked to create consistent and personalized experiences for residents, reflecting today’s digital economy. The new website provides a digital "gateway," welcoming residents to easily and securely access state services. Initial agency sites have reported up to a 63% increase in accessibility, which recently earned the Illinois Department of Innovation and Technology (DoIT) a 2022 NASCIO State IT Recognition Award based on improved digital accessibility for residents and agency staff with disabilities.

Equitable and Proactive Service Delivery

Once government organizations have invested in strengthening their digital infrastructure and training the general population in digital literacy, it is imperative to implement equitable and proactive service delivery practices that work for all constituents. This will allow agencies to connect customers with relevant services they are eligible for and support them in obtaining those services, which could include anything from food stamps to Medicaid and stimulus dollars.

To help Americans get the support they need from federal funds, it’s vital that everyone participates in the census. Like voting, it helps represent the population’s interests and needs so the government can fulfill its responsibilities appropriately. So, in 2020, the U.S. Census Bureau turned to technology to amplify outreach and increase participation rates. The Census Bureau sought to anticipate customer needs and expectations so that the census count would be efficient and equitable. Adobe and the Census Bureau partnered to modernize its 5 million pages and ensure the agency’s new website could withstand elevated traffic levels during the census collection period. And for the first time, the census was offered digitally in 59 languages and tailored to its audience to ensure broad reach and equitable access. As a result, the Census Bureau was able to provide a modern and inclusive experience while seeking to count approximately 330 million people in the United States and make the customer experience as fast and seamless as possible. With the modern platform, not even a global pandemic could stop the Census Bureau from carrying out its critical work.

Measured and Operationalized Equity

Finally, organizations that prioritize digital equity must recognize the importance of analyzing digital performance over time and optimizing to address pain points in the customer experience. This requires organizations to solicit public feedback and use data to measure the effectiveness of digital experiences in meeting the needs of all communities.

The Centers for Disease Control and Prevention (CDC) played a critical role in delivering information about COVID-19 when the pandemic hit the United States and beyond. They needed to ensure that this information was accessible to every customer. The agency used Adobe Analytics and Adobe Campaign to access valuable information and act quickly on those insights. At the start of the pandemic, the CDC began with 10 web pages. By the fall of 2020, the agency had more than 1,000 web pages, all based on specific audience needs determined by data. Now, more than 2 million people receive updated COVID-19 information via email, SMS, and newsletter subscriptions.

Meeting Governments on Their Digital Modernization Journey

The need for digital equity will only intensify in the future. While many government agencies have yet to adopt the technology and tools to achieve fully equitable digital experiences, Adobe’s Digital Equity Maturity Framework can help agencies explore strengths, gaps, and opportunities to advance equitable practices across all digital channels.

Adobe has a successful track record of meeting government agencies and public sector organizations where they are on their modernization journey and prioritizing constituent digital experiences. Closing the digital divide to create equitable digital experiences for all is an important task. Discover how Adobe’s tools can help make today’s government dream a reality.