Research and analysis
Digital Channel Shift Campaign Evaluation 2024 to 2025
Research to evaluate the effectiveness of the 2024 to 2025 Digital Channel Shift advertising campaign.
Documents
Details
HM Revenue and Customs (HMRC) commissioned the independent research organisation, YouGov, to undertake quantitative research about the effectiveness of the Digital Channel Shift advertising campaign.
This research aimed to understand the effectiveness of the campaign in 2024 to 2025 and address whether the campaign has:
- affected customers’ awareness levels of HMRC’s digital services (on GOV.UK and the HMRC app)
- resulted in an increase in the proportion of customers who agree it is beneficial for them to use HMRC digital services
- affected the percentage of customers who say they will download the app or go online for HMRC services as a first choice when they can
- demonstrated a difference in effectiveness of different campaign channels
This research was conducted with 15,660 participants over 3 phases - 3,500 participants in Phase 1 pre-campaign, 6,021 participants in Phase 2 post-campaign, and 6,139 participants in Phase 3 post-campaign.
On this page you will find the final research report.
Updates to this page
Published 6 November 2025