In New Zealand the population census is conducted every
five years. The last census was taken in March
1996. Planning decisions for conducting and processing
the census were largely completed in 1994, consequently
we did not use the Internet in this aspect of
the census.
Many of the planning decisions relating to how results
were to be published were not completed until
1996. In planning the publication of census results
we did not appreciate the opportunities which
the Internet created; we didn't even have the
Internet in mind with until most of this planning
was completed. As a consequence much of the use
of the Internet for the 1996 census for publication
purposes was reactive to the emerging technology
rather than planned. Our own Internet site was
not set up until January 1997 although we did
have our own pages on a general government site
in 1996.
Use
of the Internet in the 1996 Census
The use of the Internet for the 1996 census has been entirely
limited to the publication of results of the census.
Although it wasn't planned that way the Internet
quickly became our preferred means of making the
first release data available. This coincided with
the a change in our pricing policy from market
pricing to the recovery of marginal avoidable
costs. Is was not until December 1997 we have
had the ability to charge for use of the data
on the Internet or to collect revenue from the
sale of publications through the Internet.) In
this environment the Internet has provided a significant
opportunity to improve the speed of release of
results and in the future reduce the cost to the
client.
We have made considerable progress towards making effective
use of the Internet. This section outlines current
areas of activity, strategies and plans with particular
reference to the census of population although
much of the progress also applies to other areas
of our business.
The sections which contain reference to the 1996 census
of population data are shaded.
Over the last 14 months we have made steady progress in
publishing new content to our Internet site. The
following table shows additions over the last
6 months. Our strategy has been to use the interest
in Census results to promote awareness of our
Internet site and the growing range of content
it delivers.
Table
1. Additions to SNZ Internet site content in 1997-98
Date
Content/ addition
Volume
January 1997
Initial "domino"
site with Product Catalogue, About SNZ,
NZ in Profile, links to other sites
About 300
pages
Feb 1997
Census
Summary Results
50 pages
March 1997
Media
Releases and release dates
About 20
each month
April 1997
Product
Announcements
< 10 each
month
May
1997
CPI Revision
Discussion Papers
13 papers
Directory
of Regional Statistics
5,170 pages
Schools Corner
- resources for teacher and students
10 pages
- has been expanded to about 50 pages
- updated quarterly.
July
1997
Directory
of Environmental Data Bases and Collections
550 pages
Link to
Eagle Technology Ltd's GeoStats service
for GIS-based access to Census data
1996 Census
Community Leaflets
1000+ pages
(70+ leaflets each of 11 pages)
1996
Census Earlybird Tables
now deleted
as final data becomes available
SuperMap
3 product sheet and demo software
August
Survey Forms
database
400 (Acrobat
format)
September
1 census
reference report 900 census standard regional
tables - release 1
200 pages
October
2 census
reference reports 900 census standard
regional tables - release 2
400 pages
November
1 census
reference report 900 census standard regional
tables - release 3
200 pages
December
6 census
reference reports
credit card facility available
census
output classifications
OMNI
(Survey documentation)
1 census
analytical report
1750 pages
?
?
100 pages
January 1998
3 census
reference reports
1000 pages
February
NZ in profile
updated 1 census reference report
3 general statistical research reports
ICOTS-5 - Conference agenda Standard Classifications
250 pages
March
4 census
reference reports
800 pages
25 March
1998
Release
of existing and draft new parliamentary
election boundaries based on census meshblock
(city block data).
Table
2 - Hits on our Internet site
Page Requested
Aug 97
Sep 97
Oct 97
Nov 97
Dec 97
Jan 98
Feb 98
About Statistics
New Zealand
670
742
938
867
772
801
Catalogue
of Products & Services
1,083
1,352
1,346
1,340
896
1,066
Census
96
8,891
13,421
12,111
11,675
4,738
5,676
Census
96 - Products
24,855
32,246
21,671
30,854
10,704
12,665
Census 96-Supermap
3 Demo
1,103
1,463
1,144
1,031
65
82
Consumers
Price Index Revision
1,257
1,563
1,438
1,243
1,095
1,273
Discussion
Forum
89
74
64
69
65
70
Links to
other Statistics Sites
604
668
758
705
486
592
Media Release
1,511
2,457
2,522
2,237
2,155
2,648
New Zealand in
Profile
7,078
9,935
12,243
9,643
8,987
10,491
On-line Directories
750
969
975
852
612
707
Order Form
157
159
190
142
134
169
Other Pages
9,652
14,914
12,126
14,257
9,312
11,970
Product Announcements
1,078
1,518
1,438
1,497
1,029
1,245
Schools Corner
25
22
1
21
338
536
SNZ Home Page
7,906
10,383
9,522
9,867
6,025
6,812
What's new
399
466
443
456
266
382
Total Number
of Hits
67,632
92,910
79,462
105,323
86,726
49,261
59,128
Who is registered ?
Table
3 Registered Users of the Internet Site
Type
of Payment
Month
Credit Card
Account
Total
September 1997
n/a
8
8
October 1997
n/a
15
15
November 1997
n/a
13
13
December 1997
2, available after 18/12
-
7
January 1998
10
3
13
February 1998
8
10
18
20
54
74
What has been brought ?
Table 4 Sales from the Internet
Site
Description
Sales in Feb 98
Sales to Date
Census Reference Reports:
Maori
$0
$29.95
Census Reference Reports:
Regional Summary
$29.95
$59.90
Census Reference Reports:
Population and Dwellings Statistics
$0
$29.95
Census Reference Reports:
Incomes
$29.95
$29.95
Census Reference Reports:
Iwi
$59.90
$59.90
Census Reference Reports:
National Summary
$29.95
$89.85
Census Reference Reports:
Ethnic Groups
$0
$29.95
Census Reference Reports:
Housing
$0
$29.95
Census Standard Regional
Tables
$360.00
$1,240.00
-
$509.75
$1,599.40
Sales by Account
$319.80 In Feb 1998
$819.70 To date
Sales by Credit Card (released 18/12/97 )
$189.95 In Feb 1998
$779.70 To date
How Clients found
out about our service ?
With the launch of the credit card service, we have started to ask clients
to state how they found out about our web services. This is a voluntary
field filled out when they register with us.
The responses obtained so far are:
Found via
Internet Search / browsing
12
SNZ brochures & publicity
3
Articles in the press
2
Referrals by SNZ staff
3
Referrals from outside SNZ
5
Total
25
Links with Business Objectives/Strategies
Business Goal
Opportunities the Internet provides
From Customer Perspective
Meet customer needs
Improved access
to data (through on-demand access,
self-service)
Improve utility
of data (by providing it in electronic
rather than print form)
Decrease cost
of data (the marginal cost of data
extracted on a self-serve basis will
be very low - possibly free)
Increased range
of data (access to increased range
of tables and data packages)
Understand context
in which data was collected and underlying
definitions/ standards (through access
to OMNI - meta-data and survey documentation)
Improve speed
of access to data (on-demand access,
no service/delivery delays)
Answers to questions
about data and surveys (through FAQ
areas, survey, data and product documentation)
The ability (in
the future) to place pre-ordered subscription-type
material directly onto the customers
environment
From SNZ business perspective
Promote use of SNZ data
Increase ease
of access (on demand, from anywhere)
Decrease cost
of access (self service)
Increase range
of data available (standard tables,
packaged data, on-line enquiries)
Promote and support
relationships with other information
suppliers through linkages
Reduce Costs
of data extraction and delivery
of marketing
of inventory
of data capture
of product support
Costs associated
with meeting reduced through increased
self-service by customers (self-extracted
tables)
Low cost
vehicle for marketing, distribution
Carry less physical
stock
Self enumerated
survey forms
Discussion forums,
self-service, FAQ sections, feedback
forms
Reduce Risks
Reduced need to invest in
"proprietary" technologies
Improve understanding of
user needs
Collect
information on what is being used
Capture feedback
from clients (on unmet needs, suggestions)
Promote use of statistical
standards and good practice
Provide easy, low cost, access
to classifications, concepts, definitions,
survey form designs
Improve quality
Potential
for Improved response rates/ data
quality through :
better understanding
of SNZ mission and outputs through
easy access to information
e-mail reminders
access to
information about the survey
interactive
editing of data entered by respondent
Ready access
to information/ research material
Makes inconsistencies
highly visible
Capture
feedback from customers (on quality
issues)
Key
Strategies for Statistics New Zealand
Statistics New Zealand
will embrace the Internet as primary vehicle
for publishing of data as well as an opportunity
to communicate and collaborate more effectively
with respondents, clients and business partners.
Statistics New Zealand
will ensure that staff maintain a good understanding
of the Internet through training and the provision
of access to the Internet.
All future electronic
tools/ dissemination vehicles developed by
Statistics New Zealand will have a good fit
with Internet technologies. Where possible
we will adopt a "buy rather than build" approach
to product development.
Statistics New Zealand
will redesign all "catalogue" products with
the aim of delivering the content in both
electronic and print.
Responsibility for authoring
of content will be distributed. Editorial
process for each type of content will be well
defined. Content for release will be approved
in its electronic form with reliance on stable
production processes (form conversion of the
content into products).
Statistics New Zealand
vigorously promote its web site and will encourage
customers to service themselves from the Internet
site.
The
Internet for Census 2001
No decisions have been made on how we will use the Internet for the Population
Census in 2001 but we are investigating potential areas such as:
Planning documents.
Some sort of " electronic bulletin" on progress
in development of the census which people
could use a list-serve to subscribe to.
An area to invite topic
submissions with the "preliminary views" document,
with submission forms and ability to electronically
return these to us.
Any tender documents for
supply services with spreadsheet templates
to be completed by respondents.
A help desk with help notes
and other frequently asked questions about
the census. We already have this facility
available for use by respondent liaison staff
for all other SNZ surveys. The information
could be made available in different languages.
New Zealand has a significant number of people
who speak languages other than English. The
main languages are Maori, Samoan and Mandarin.
The help desk could also provide the facility
to answer individual enquiries by e mail.
Census Publicity such as
special activities for schools, pages directed
to community and special interest groups etc.
Recruitment of staff. Job
descriptions, application forms etc. can be
made available to perspective employees. We
should be able to receive applications using
email.
Communications with the
census field staff could be managed through
the Internet. Supply of daily information
on delivery and collection of field documents.
Diaries, time sheets travel logs, and other
field management needs The ability to record
requests for additional forms etc. with instant
dispatch to the field and subsequent follow-up
to ensure action has been taken.
Publication of census results
We will build on our experience in the 1996
census and exploit ways to make the data available.
Value Added products which
we anticipate will be provided by third parties
rather than developed by SNZ.
David Archer Statistics New Zealand
Fax: 64 4 4954882
Phone: 64 4 4954627
email: <david_archer@stats.govt.nz>
