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O C S  Market  Research Brief 7 6 09
 

O C S Market Research Brief 7 6 09

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    O C S  Market  Research Brief 7 6 09 O C S Market Research Brief 7 6 09 Presentation Transcript

    • U.S. General Services Administration Office of Citizen Services Citizen Market Research June 24, 2009 Linking People. Sharing Knowledge. Serving Citizens.
    • Outline Citizen Market Research key findings that will help government improve customer service and citizen engagement • US Citizen Demographics • Internet Adoption and Behavior • Technology Adoption • Online Social Media Networking Habits and Preferences • Government Online Media Networking Habits and Preferences • Channel Preferences • Service Performance Expectations GSA Office of Citizen Services 2
    • U.S Citizen Demographics U.S Population 3 • Over 306 million people • There are 111.6 million households • Average head of household is 49.5 years old • Census says 62% use the internet AT HOME, was 22% in 1997 • Pew says 69% use the internet, but Pew doesn’t distinguish between home and work • Nielsen says 75% have internet ACCESS • 70% of those are also using social media, according to Market Tools Sources: Census 6/22 and 25/09, American Demographics Magazine, 7/7/08 GSA Office of Citizen Services GSA Office of Citizen Services 3
    • U.S Citizen Demographics The U.S Population by age 65+ 38.8 45-64 78 Age 25-44 83.4 18-24 29.7 under 18 73.9 0 20 40 60 80 100 Population in millions Source: Census, 7/1/08 GSA Office of Citizen Services 4
    • U.S Citizen Demographics Population by Generation 5 Generation Age Group Years Population (in millions) Silent 64-80 yrs. old Born 1929-45 38 Baby Boomers 45-63 1946-64 77 Gen X 27-44 1965-82 51 Gen Y or 8-26 1983-2001 75-80 Millennials Sources: Census, Gov. Customer Support Conference 5/09 GSA Office of Citizen Services GSA Office of Citizen Services 5
    • U.S Citizen Demographics Race/Ethnicity 6 Race/Ethnicity Population Comments White 199.8 mil. 66% of pop., will decrease to 46% in next 40 years Hispanic 46.7 mil. 15% of pop., will increase to 30% in next 40 years Black 41.1 mil. Asian 15.5 mil. 5% of population Two or more races 5.2 mil. Will almost triple to 16.2 million in next 40 years American Indian/Alaska 2.9 mil. Native Native Hawaiian/Pacific 517,000 Islander Source: Census 2008 GSA Office of Citizen Services GSA Office of Citizen Services 6
    • U.S Citizen Demographics Hispanic Population 7 Trends younger – median age is 27 65 or over 9% 55 - 64 9% 45 - 54 16% Age 35 - 54 23% 25 - 34 27% 18 - 24 16% 0% 5% 10% 15% 20% 25% 30% % of Population Sources: Forrester, Knowledge Networks, and Bureau of Labor Statistics Current Population Survey 12/08 GSA Office of Citizen Services GSA Office of Citizen Services 7
    • Internet Adoption and Behavior Growth of the Internet 2000 2008 46% of adults use internet >75% of adults use internet 5% with broadband at home >60% with broadband at home 50% own a cell phone 85% own a cell phone 0% connect to internet 54% connect to internet wirelessly wirelessly <10% use “cloud” >53% use “cloud” = slow, stationary = fast, mobile connections connections built around my built around outside servers computer and storage Source: Lee Rainie, PEW Internet and American Life, 4/22/09 GSA Office of Citizen Services 8
    • Internet Adoption and Behavior Adult Internet Usage 9 90 80 70 60 50 % Internet 40 Usage 30 20 10 0 18-29 30-49 50-64 65+ Source: Pew Internet and American Life Project, 1/6/09 GSA Office of Citizen Services GSA Office of Citizen Services 9
    • Internet Adoption and Behavior Adult Internet Usage by yearly income 100 90 80 70 60 50 % who use the net 40 30 20 10 0 less than $30K 30-50K 50-75K 75K+ Source: Pew Internet and American Life Project, 1/6/09 GSA Office of Citizen Services 10
    • Internet Adoption and Behavior Adult Internet Usage by education 100 90 80 70 60 50 Education 40 30 20 10 0 less than HS HS Some college College+ Source: Pew Internet and American Life Project, 1/6/09 GSA Office of Citizen Services 11
    • Internet Adoption and Behavior Adult Internet Usage by race 70 60 50 White 40 Black 30 Asian Hispanic 20 10 0 Source: Census data from Oct/Nov 07 released 6/25/09 GSA Office of Citizen Services 12
    • Internet Adoption and Behavior Don’t use internet at home Digital Divide by race and education? 40 % w/no 20 net use at home 0 total 60 100 White Less than HS 40 Black HS 50 Some coll. 20 Asian Coll. And Coll.+ Hispanic 0 0 Source: Census data from Oct/Nov 07 released 6/25/09 GSA Office of Citizen Services 13
    • Internet Adoption and Behavior Net usage at other locations 14 Home Work Other location Gen Y 75% 31% 33% Overall 71% 34% 15% population Source: Forrester, “Broadband Dominates the Home Internet Access Market,” 7/21/08 GSA Office of Citizen Services GSA Office of Citizen Services 14
    • Internet Adoption and Behavior Pew’s Nine Tribes of the Internet Motivated by Mobility % Pop Gender Med. Age Attributes Ambivalent Mobile devices are critical to their social life, but Networkers 7% 60% M 29 they often find them intrusive Wide range of online and mobile habits, like to Media Movers 7% 56% M 34 share info. & photos etc. Use mobile devices to active manage social life, Roving Nodes 9% 56% F 39 love to email and text Few tech assets, but can't live without new cell Mobile Newbies 8% 55% F 50 phone, most do not use Internet Total 39% Stationary Media Majority Online users content to use high-speed connection, cell phone and mobile are used only Desktop Veterans 13% 55% M 46 when necessary Infrequent online users, use tech for basic Drifting Surfers 13% 56% F 42 information gathering Information Rooted in old media, see no benefits from Encumbered 10% 67% M 53 technology in personal life See no benefit to tech because it is not relevant Tech Indifferent 10% 55% F 59 to their life Off the Net 14% 57% F 67 No cell phone and no online access Total 61% Source: Pew Internet and American Life Project, 6/09 GSA Office of Citizen Services 15
    • Technology Adoption Citizen Technology Trends GSA Office of Citizen Services 16
    • Technology Adoption Emerging Technology Trends GSA Office of Citizen Services 17
    • Technology Adoption Mobile Adoption 18 Age Adoption Rate 12-18 yrs. Old 75% 75% of 12-18 year olds are also “text messagers,” compared to just 54% of adults Among 12-18 year olds, social networking sites and texting are most preferred methods to communicate with friends 18-24 85% (56% among Hispanic Gen Y/18-28 yr olds) 25-44 82% 45-54 80% 55-64 79% Sources: Forrester 12/08, Biz Report News for Online Marketers 9/20/07 GSA Office of Citizen Services GSA Office of Citizen Services 18
    • Technology Adoption Cell Only Households • 85% of Americans (approx. 226 million) own a cell phone • 20.2% of American homes are cell only, according to the Nat’l Ctr for Health Statistics • Of these: • 22% of adults 30-44 say their household is cell only • 12% of adults 45-54 • 3% of adults 65 and over • Cell only households are more educated • 13% are high school grads • 18% have college degrees • 10% have less than a high school education • Adults living at or near poverty are more likely to say their household is cell only, greater need to economize by cutting landline? • Higher income adults can afford cell phones, but may retain landline for security systems, internet access? • 1.9% of households have no phone service at all, cell or landline • This amounts to about 2.1 million households Sources: comScore 12/08, CDC Health Marketing’s National Health Interview Survey 12/08 GSA Office of Citizen Services GSA Office of Citizen Services 19
    • Technology Adoption Favorite Mobile Activities 20 44 million mobile browsers Favorite Mobile Activities Percentage Comments Accessed maps/directions 79% Access search engine 68% Accessed weather 60% Sent text msg. 54% Accessed work email 52% Accessed personal email 46% Used IM service 38% Accessed news/info. 33% Accessed social networking site 21% Fastest GROWING mobile activity, 93% from 07 to 08 Source: comScore, 12/08 GSA Office of Citizen Services GSA Office of Citizen Services 20
    • Technology Adoption Mobile Activities - Gen Y Hispanics • We talked a few slides back about Gen Y Hispanics having a lower rate of mobile adoption. But for those who have adopted mobile, Forrester says they are: • 16% more likely than non-Hispanics to send or receive text messages on their mobile • 19% more likely to access the internet • 27% more likely to send or receive email • Did these folks skip the home computer era altogether? Source: Forrester Hispanic Technographics Survey Q4 08 GSA Office of Citizen Services 21
    • Technology Adoption Gov’t Information via Cell Phone What government services/information would you like to get on your mobile/cell phone? • 15% of overall population would likely or very likely access government information on their mobile device (PDA, phone, Blackberry) • Higher (21%) among those 18-28 and 29-42 • Citizens interested in weather, traffic, breaking news, gov. jobs, town halls, updates on gov. websites Source: Forrester Qtr 3 2008 Online Survey GSA Office of Citizen Services 22
    • Online Social Media Networking Habits and Preferences New Media Technologies 23 • Blogs • Microblogging • Video sharing • Facebook/Social networking • Social Bookmarks • Podcasts • Wikis • RSS feeds • Widgets GSA Office of Citizen Services GSA Office of Citizen Services 23
    • Online Social Media Networking Habits and Preferences New vs. Traditional Media 24 • Pew Internet and American Life Project - Gen Y: 62% of web content they consume is written/produced by someone they know • Deloitte State of the Media Democracy survey 12/08– consumers spending 1/3 of their time online at sites with mostly user-generated content • Edelman’s 2007 Trust Barometer report found that information from “a person like me” has most credibility GSA Office of Citizen Services GSA Office of Citizen Services 24
    • Online Social Media Networking Habits and Preferences How many times in the past month have you engaged in the following activities online? Never Every Few Weeks Every Week Daily Source: Captura Group, 11/08 GSA Office of Citizen Services 25
    • Online Social Media Networking Habits and Preferences How often in the past month have you visited the following sites? Never Every Few Weeks Every Week Daily Source: Captura Group, 11/08 GSA Office of Citizen Services 26
    • Online Social Media Networking Habits and Preferences Blogs 27 • There are 70 million blogs worldwide • 15-30 million of those are authored by U.S. internet users Source: CDC presentation Gov Customer Support Conference 5/09 GSA Office of Citizen Services GSA Office of Citizen Services 27
    • Online Social Media Networking Habits and Preferences Micro-blogging/Twitter 28 • Majority of users are over 35 • 4,033,000 visitors in February 2009 • 17,000,000 visitors worldwide in April 2009 • 1083% growth from February 2008 ! (Facebook and MySpace grew 47 and 20% respectively) • High drop out rate – 60% stop using after 1 month Source: comScore Media Metrix 3/09, Time Magazine 6/15/09 GSA Office of Citizen Services GSA Office of Citizen Services 28
    • Online Social Media Networking Habits and Preferences Video Sharing 29 • 48% of internet users have visited YouTube or sites like it • YouTube has 57.1 million users Under age 18 19% 18-34 19% 35-44 22% 45-54 21% 55+ 19% Sources: New Media Talk 3/19/09 and Nielsen Net Ratings 10/07 GSA Office of Citizen Services GSA Office of Citizen Services 29
    • Online Social Media Networking Habits and Preferences Social Networks 30 1. 22% of Americans use Social Networks 3. Facebook • Recently ranked as 9th most popular U.S. Website, accounting for 1% of all Internet visits • Rapid influx of older users • 57,375,000 visitors in February 2009 (47% more than a year before) • MySpace • At its peak in June 2007, accounted for 7% of all Internet visits • 81,306,000 visitors in February 2009 (20% more than a year before) • More visitors but less growth Sources: Fortune Magazine 2/19/09, CDC presentation Gov Customer Support Conference 5/09 GSA Office of Citizen Services GSA Office of Citizen Services 30
    • Gov’t Online Social Media Networking Habits and Preferences Using Gov’t Websites Who turns to government agencies for problem solving? • 40-somethings = 40% • College grads = 37% • Internet users = 35% • No gender or racial/ethnic variance • No income variance Source: Pew, Information Searches That Solve Problems, 12/30/07 GSA Office of Citizen Services 31
    • Gov’t Online Social Media Networking Habits and Preferences If available, how interested would you be in using the following features or tools when engaging with the government? 32 Web 2.0 Overall Gen Y Gen X pop. FAQs 37% 41% 43% Emergency alerts 29% 33% 30% Webchat 21% 27% 23% Watch videos 17% 27% 19% Reading online forums 17% 22% 21% Mobile phone updates 13% 20% 16% Access a gov site on your phone 12% 17% 11% Read a blog 11% 19% 14% Source: Forrester Qtr 1 2009 Online Survey GSA Office of Citizen Services GSA Office of Citizen Services 32
    • Gov’t Online Social Media Networking Habits and Preferences If available, how interested would you be in using the following features or tools when engaging with the government? 33 Web 2.0 Overall Gen Y Gen X pop. Social networking like a 10% 19% 13% government Facebook Listen to podcast 9% 15% 11% Commenting on a blog 8% 14% 9% Social bookmarking 5% 10% 6% Edit wikis 4% 9% 5% Twitter streams 4% 8% 5% Widgets 4% 8% 5% Source: Forrester Qtr 1 2009 Online Survey GSA Office of Citizen Services GSA Office of Citizen Services 33
    • Gov’t Online Social Media Networking Habits and Preferences Online video preferences 34 How should the government use videos online to deliver information and services to you? • 52% - explain how to fill out common forms (passport applications) • 47% - show consumer tips (saving energy) • 30% - broadcast key govt proceedings (press conferences) • 28% - show govt programs in action (NASA shuttle launches) • 25% - online town halls with govt officials • 23% - to learn about govt jobs Source: Forrester Qtr 3 2008 Online Survey GSA Office of Citizen Services GSA Office of Citizen Services 34
    • Gov’t Online Social Media Networking Habits and Preferences Feedback Preferences How do you prefer to provide feedback and share your ideas for better government ? • 66% - write to government officials by email • 47% - fill out online customer satisfaction surveys • 27% - call gov’t officials • 22% - participate in online panels or in person focus groups • 21% - write to govt officials by mail • 19% - attend online “town halls” or live chats • 10% - comment on govt blogs • 7% - publish my ideas on the web or other media (newspaper, magazine) • 4% - create my own advocacy group and invite govt officials to participate Source: Forrester Qtr 3 2008 Online Survey GSA Office of Citizen Services 35
    • Gov’t Online Social Media Networking Habits and Preferences Generation Y is very engaging How does Generation Y prefer to provide feedback and share ideas for better government ? • Citizens 18-28 expressed the most interest in blogs • Citizens 18-28 also the most interested in publishing their ideas on the web or in a newspaper or magazine Source: Forrester Qtr 3 2008 Online Survey GSA Office of Citizen Services 36
    • Gov’t Online Social Media Networking Habits and Preferences How interested are you in having the following interactions with the US Government online? 37 Activity Overall Gen Y Gen X Young Income pop. 18-28 29-42 Boomers $100K 43-52 or more Email questions to the 42% 39% 46% 45% 47% gov and receive answers Ability to tell gov 35% 32% 37% 38% 40% officials what policies you want them to pursue Leave feedback on gov 26% 26% 30% 28% 29% publications or websites Ability to rate gov pubs 25% 26% 27% 28% 26% and info Source: Forrester Qtr 1 2009 Online Survey GSA Office of Citizen Services GSA Office of Citizen Services 37
    • Gov’t Online Social Media Networking Habits and Preferences How interested are you in having the following interactions with the US Government online? 38 Activity Overall Gen Y Gen X Young Income pop. Boomers $100K or more Ask the gov questions 15% 20% 18% 17% 15% through social network websites Answer gov questions 10% 14% 14% 11% 11% that other citizens have through social networking websites Not interested in 32% 36% 29% 29% 27% interacting with US gov online Source: Forrester Quarter 1 2009 Online Survey GSA Office of Citizen Services GSA Office of Citizen Services 38
    • Gov’t Online Social Media Networking Habits and Preferences When looking for information provided by the US government, how useful are the following sources in helping you locate the information you need? 0 - I don’t use this 5 - This is my preferred Forrester also found that Google and Yahoo are preferred search engines among 76%source of information source at all of citizens Source: Captura Group, 11/08 GSA Office of Citizen Services 39
    • Gov’t Online Social Media Networking Habits and Preferences Preferred Information Resources What sources of information do people consult when they need to address problems? Source of Health Education Taxes Medicare/ Change Social information Medicaid job Security status 46% 77% 60% 45% 66% 41% Internet Professionals 83% 40% 48% 43% 27% 38% Family or Friends 51% 50% 26% 28% 58% 31% Print sources 37% 38% 32% 33% 43% 27% Government Agency 15% 27% 56% 60% 27% 71% TV or Radio 15% 21% 14% 14% 14% Library 10% 20% 10% 10% 11% 7% Source: Pew, Information Searches That Solve Problems, 12/30/07 GSA Office of Citizen Services 40
    • Gov’t Online Social Media Networking Habits and Preferences Success with Problem-solving Searches Which sources of information yield the most successful outcomes in these problem-solving searches? Very Successful A lot of information Government agency 65% 49% Public library 64% 36% Internet 63% 55% Professionals / experts 61% NA Newspapers, mags, books 57% NA Family and friends 56% NA TV and radio 55% NA Source: Pew, Information Searches That Solve Problems, 12/30/07 GSA Office of Citizen Services 41
    • Gov’t Online Social Media Networking Habits and Preferences Gov’t Personal Home Page If you could add specific types of government updated information to your personal home page (iGoogle, MyYahoo), what would you choose? 3. Weather, local conditions 4. National Weather Service Warnings 5. Tax tips 6. Government auctions (real estate and surplus) 7. Government contacts, elected officials 8. Government jobs 9. Government search engine Source: Forrester Qtr 3 08 Online Survey GSA Office of Citizen Services 42
    • Channel Preferences Focus Group Survey Scenarios Scenarios Reason2 and Nature of Contact 1 3 4 5 6 (Scenarios) Disaster Passport Medicare Vacation Highway Rare & Serious Illness Reason for Contact Conduct a Express an Get Solve a Get Solve a Transaction Opinion Information Problem Information Problem Nature of Contact Complex Complex Simple Simple Simple Complex Non-Urgent Urgent Non-Urgent Non-Urgent Urgent Urgent Personal Personal Source: OCS Focus Group Research 2005-06 GSA Office of Citizen Services 43
    • Channel Preferences Findings by Reason and Nature of Contact 100% 4% 4% 7% 12% Other 90% 4% 11% 22% 29% 6% 80% Email 11% 45% 70% 17% 44% 7% Postal Mail 60% 41% 11% 50% 42% In Person 30% 40% 40% Internet 30% 50% 44% 41% Cell/ 20% 33% Telephone 29% 10% 15% 0% Vacation Highway Disaster Passport Medicare Rare & Serious Conduct a Express Get Solve a Get Illness Transaction an Opinion Information Problem Information Solve a Problem Source: OCS Focus Group Research 2005-06 GSA Office of Citizen Services 44
    • Channel Preferences Future Preferences Source: OCS Focus Group Research 2005-06 100% Other 90% 19% 29% 25% 80% 41% 43% 44% Email 10% 3% 70% 5% 14% 19% Postal Mail 60% 6% 10% 7% 50% 33% 12% In Person 14% 40% 33% 36% 30% 33% Internet 20% 41% 29% 33% Cell/ 22% Telephone 10% 17% 14% 7% 0% Vacation Highway Disaster Passport Medicare Rare & Serious Conduct a Express Get Solve a Get Illness GSA OfficeProblem Information of Citizen ServicesSolve a Problem Transaction an Opinion Information 45
    • Channel Preferences Findings by Channel 4% Other Other 100% 100% 4% #1 2% 90% 90% #3 31% 22% Email Email 80% 80% 5% 70% 70% #1 2% Postal Mail Postal Mail #2 60% 60% 12% 36% 50% 50% In Person In Person 40% 40% 29% 30% #2 Internet Internet 30% 20% 20% 32% #3 22% Cell/ Cell/ 10% 10% Telephone Telephone 0% 0% Today Today Future Future Source: OCS Focus Group Research 2005-06 GSA Office of Citizen Services 46
    • Service Level Expectations Findings by Reason and Nature of Contact 100% 2% 3% Fair Treatment 6% 2% 2% 6% 4% 10% 2% 10% 2% 90% 5% 12% Social and Ethical 5% Responsibility 16% 5% 15% 10% 4% 80% Consistent Response 13% 5% 8% Privacy and Security 70% 25% 31% 13% 26% Successful Outcome 60% 28% 29% Availability 50% 13% Reliable Service 24% 40% 36% 19% 18% 3% 3% Convenience 14% 30% 2% 6% 9% 5% Easy-to-Locate 3% 20% 6% 7% 33% Courteous Service 24% 23% 23% 10% 16% 15% Timely Response 0% Vacation Highw ay Disaster Passport Medicare Rare & Serious Competent Service Illness Source: OCS Focus Group Research 2005-06 GSA Office of Citizen Services 47
    • Service Level Expectations Key Findings • Competent service is the top expectation for cell/telephone & internet channels, followed by courteous service and timely response. …I don’t want to have to come back… I want it to be (a) one stop shop… someone friendly and knowledgeable that can get it done… • For the future, competent service remains the top expectation, but convenience ranks higher than courteous service and timely response. …I like using the internet because it is easy…I can do it on my own time… I don’t have to wait in line… • Privacy and security were of least concern. Source: OCS Focus Group Research 2005-06 GSA Office of Citizen Services 48
    • Service Performance Expectations Print, Phone and Email 49 Print • 64% feel strongly or very strongly that print information should be available for free, even if it is online • This held constant across all age groups and income levels Phone • 35% want live agents available evenings and weekends, in addition to business hours during the week • 33% are satisfied with evenings and business hours during the week (NCC’s current service level) Email • 43% want email response in 24 hours • 11% want email response same day • About 34% are satisfied with 2 days (NCC’s current service level) • Email is the #1 use of the Internet. Some consumers spend as much as 85% of their online time reading and composing messages. 87% of North Americans say it is their primary online communications tool. Sources: Jupiter 12/12/08, Forrester Qtr 3 2008 Online Survey, Biz Report Email Marketing 6/18/09 GSA Office of Citizen Services GSA Office of Citizen Services 49
    • Service Performance Expectations Gov’t Websites What are the top improvements the government should make in its websites? 1. Plain language-62% (76% among those 64+) 3. Contact information (phone #, email address) easier to find-59% 5. More transactions online-44% 7. Frequently requested information at top of home page-41% 9. Gov. agencies share info. so that I can fill out forms faster-24% Source: Forrester Qtr 3 2008 Online Survey GSA Office of Citizen Services 50
    • Service Performance Expectations What kinds of government services & information would you be interested in receiving from the US government? 0 - Not interested at all 5 - Very interested Source: Captura 11/08 GSA Office of Citizen Services 51
    • Service Performance Expectations What kinds of consumer and household information would you be interested in receiving from the US government? 0 - Not interested at all 5 - Very interested Source: Captura 11/08 GSA Office of Citizen Services 52
    • Service Performance Expectations What kinds of US government educational and research resources are you interested in? 0 - Not interested at all 5 - Very interested Source: Captura 11/08 GSA Office of Citizen Services 53
    • Service Performance Expectations What kinds of jobs, business and employment-related information would you be interested in receiving from the US government? 0 - Not interested at all 5 - Very interested Source: Captura 11/08 GSA Office of Citizen Services 54
    • CitizenServices.gov • A customer service resource center for other government agencies. • This web site focuses on helping government at all levels to enhance service to citizens through integrating technology, conducting research, sharing information, and learning from each other what works best. • Find more citizen market research at this web site under “citizen market research and insights” GSA Office of Citizen Services 55
    • Survey Details, Sample Sizes • Forrester Hispanic Technographics Consumer Technology Phone Survey, Quarter 4 2008, N=2,501 • Captura Audience Survey, 10/22-11/4/08, N=316 • Forrester Quarter 3 08 Online Omnibus Survey, N=5,249 • Forrester Quarter 1 09 Online Omnibus Survey, N=5,007 GSA Office of Citizen Services 56