Digital Channel Shift Campaign Evaluation report 2024 to 2025

Question 1

1. Research background

Accepted Answer

HM Revenue and Customs (HMRC) aims to be a trusted, modern tax and customs department that helps customers to get their tax right first time and keeps the tax gap low. It is continuing to expand and improve its digital and online services. HMRC aims to encourage more customers to find and use them, so they can benefit from an improved experience.

To support this, a communications campaign was launched in November 2024. It aims to encourage more taxpayers to switch to HMRC’s digital services (app, online). The campaign also aims to encourage taxpayers to self-serve where they can, reducing the need for them to call or write. The campaign objectives were to increase: 

knowledge of HMRC’s online service offer and availability
the percentage of people who agree that HMRC’s online offer is effective in getting information about your tax, National Insurance, tax credits and benefits without the need to call
confidence in the use of HMRC’s online services to limit those reaffirming calls when individuals have already taken action online
intention to take up HMRC online services

There were 2 initial waves of paid advertising, taking place between 4 November and 16 December 2024, and 3 February and 31 March 2025. The advertising operated across multiple channels including:

video on demand
online video
paid social
digital audio
out of home
media and influencer partnerships
podcast host reads

1.1 Research objectives

The aims of this research are to:

address the evidence gap for baseline levels of awareness, motivation and intent of customers to use HMRC digital services
enable a robust evaluation of the effectiveness of the marketing campaign
to facilitate campaign optimisation from research findings

The research was designed 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

1.2 Methodology

Three waves of survey research were conducted to assess the effectiveness of the campaign. Respondents were sampled from across the UK using the YouGov online panel. YouGov’s online panel consists of 400,000 active panel members who have signed up to do surveys in the UK. Respondents are contacted by email.

First, Phase 1, a pre-campaign wave, was conducted which functioned as a baseline prior to the campaign running. This was followed by Phase 2 (following first advertising wave of the campaign) and 3 (following second advertising wave of the campaign). These were post-campaign waves which were used to look for changes in awareness and perceptions compared to the pre-campaign wave.

Phase 1 took place from 27 March to 31 March 2024, Phase 2 from 4 December to 18 December 2024 and Phase 3 from 20 March to 7 April 2025. The following numbers were surveyed in each wave:

phase 1: 3,500 UK adults
phase 2: 6,021 UK adults
phase 3: 6,139 UK adults

Respondents who completed the earlier phases’ surveys were excluded from completing later surveys. This was to ensure the data was not biased by their previous exposure to the topic.

In Phase 2 and Phase 3, each respondent was shown and played examples of the following HMRC campaign materials:

one of 2 audio adverts (rotated evenly across the sample)
one video advert
four of eight static images (rotated evenly across the sample)

1.3 Sample composition

The sample was constructed to be representative of UK adults by socio-demographics (in this case: age, gender, region and social grade). Quotas were used during fieldwork to ensure responses were collected from relevant audiences. A weight scheme was applied to the final dataset to adjust for any sampling bias and ensure that responses are representative of the target population.

1.4 Audiences of interest

Throughout the report, references have been made to the key campaign audience of those aged 18 to 34 years old.

Campaign recognisers who have also been referred to throughout, are a specific subset of the sample who are an audience of interest. Campaign recognisers are defined as those who recognise any element of the advertising tested.

1.5 Notes for interpretation

Findings throughout the report are presented in the form of percentages. Where questions were repeated phase on phase, all differences in the data were significance tested for notable differences.

Differences in responses between audiences or across waves have been significance tested at a 95% level. Throughout the report, notable differences have been highlighted among key subgroups and wave on wave. Notable differences are positive results of significance testing but are not described as significant. This is because quota data, whilst representative, does not meet the technical assumptions of significance testing.

It is important to note that engagement with HMRC fluctuates throughout the year due to tax return deadlines. In particular, the deadline for submitting Self Assessment tax return is 31 January each year. There is typically an increase in customer interactions during the month of January. This may have influenced results seen in Phases 1 and 3 (research was conducted in March 2024 and March 2025).

Question 2

2. Key Findings

Accepted Answer

2.1 Campaign recognition

One in 4 (24%) reported recognising at least one HMRC advert in both Phase 2 and Phase 3. Static advertising was most recognised by participants across both Phase 2 and Phase 3. A similar proportion recognised the video advert in both phases and slightly fewer recognised the audio adverts.

Those aged 18 to 34 years old were notably more likely to report recognition across all adverts tested (41% Phase 3). This was in comparison to those aged 35 and over (18% Phase 3).

2.2 Campaign messaging

Adverts appeared effective, with 71% identifying the main message that HMRC has an app. Respondents also agreed that the adverts communicated messages of efficiency and ease of use. Campaign recognisers were more likely to report increased levels of agreement with positive statement about the campaign compared to non-recognisers. The same pattern was seen for those aged 18 to 34 compared to those aged 35 and over.

2.3 Awareness of digital channels

There was a sustained increase in the proportion of those aware of engaging with HMRC through any digital channel throughout the research project. In Phase 3, 75% identified digital channels as a way of engaging with HMRC. 27% of participants reported being aware of engaging with HMRC through the app. Both of these were an increase from Phase 1 and Phase 2.

2.4 Ease of and likelihood to use digital channels

The majority in Phase 3 (63%) reported they would consider using digital channels to engage with HMRC. 21% reported they were likely to download the app, and a further 13% having already downloaded.

Campaign recognisers were more likely to report that they were likely to download the app than non-recognisers. Those aged 18 to 34 were also more likely compared to those aged 35 and over. They were also more likely to report that they had already downloaded the app and found it easy to use digital channels.

2.5 Attitudes towards HMRC

In Phase 3, respondents were more likely to report trusting HMRC (43%) than not (24%), consistent phase on phase. One quarter also agreed that HMRC is helping them take control of their tax.

Campaign recognisers and 18 to 34 year olds were more positive towards HMRC compared to non-recognisers and those aged 35 and over. These groups reported increased trust (56% campaign recognisers, 51% 18 to 34 year olds). They also reported increased agreement that HMRC is helping them take control of their tax (42% campaign recognisers, 35% 18 to 34 year olds).

Question 3

3. Detailed findings

Accepted Answer

This report will first assess the recognition of the Digital Channel Shift campaign by identifying advertising recall and campaign recognition. The question ‘Have you seen this advert, or something similar, from HMRC before today’, asked across the different campaign materials, will identify the ‘campaign recognisers’. ‘Campaign recognisers’ are defined as those who reported recognising any element of the campaign.

This distinction will then be used to understand the differences between ‘campaign recognisers’ and ‘non-recognisers’ when assessing respondents’ reactions to various statements related to the messaging of the campaign.

Following this, the report will further examine the effectiveness of the campaign by tracking responses across a selection of key metrics over the phases of research:

awareness of methods of engagement
likelihood to use digital channels
perceived benefits of digital channels
reasons to not use digital channels
perceptions of HMRC

3.1 Campaign recognition

3.1.1 Just over one in 10 respondents spontaneously recalled seeing or hearing advertising or media coverage about how to engage with HMRC

Throughout this report we will refer to respondents’ spontaneous or prompted response to questions. Spontaneous responses refer to instances where respondents were asked a question before being shown information about the topic. Prompted recall refers to instances where respondents were shown a prompt before being asked a question.

To understand respondents’ general awareness of communications about HMRC, all phases measured spontaneous recall of advertising or media coverage about engaging with HMRC. In Phase 3, 13% reported seeing such advertising or media coverage. While recall was broadly consistent with Phase 2 (12%), it declined notably compared to Phase 1 (16%).

There was a correlation between campaign recognition and spontaneous recall in both post-campaigns. In Phase 2, 30% of campaign recognisers spontaneously recalled seeing or hearing advertising or media coverage, compared to 5% of non-recognisers. Likewise, in Phase 3, 29% of campaign recognisers reported the same compared to 8% of non-recognisers.

In Phase 1, those aged 18 to 34 years old were no more likely than those aged 35 and over to recall seeing or hearing advertising or media coverage (17% vs 16%). However, in Phase 2 and 3, while recall at total level declined, among those aged 18 to 34, there were no notable changes.

3.1.2 Those who spontaneously recalled seeing or hearing advertising or media coverage about how to engage with HMRC most commonly attributed this to GOV.UK or TV adverts

Respondents who spontaneously recalled seeing or hearing advertising or media coverage were prompted with a list of possible information and advertising sources to ascertain prompted recall. Overall, in Phase 1, 63% of all respondents recalled seeing or hearing advertising or media coverage from at least one source. This increased to 89% in Phase 2 and 85% in Phase 3.

In Phase 3, respondents who spontaneously recalled seeing or hearing advertising or media coverage most commonly identified from the prompted list recalling information from GOV.UK (24%). The second most commonly cited source was TV adverts (20%). Identification of these sources was higher among campaign recognisers (27% GOV.UK, 26% TV advert) compared to non-recognisers (20% GOV.UK, 13% TV advert).

While campaign recognisers reported higher recall for these sources, this was not the case for 18 to 34 year olds. Instead, they more commonly identified social media and online sources such as YouTube (20%), X (18%) and website advertising (17%). Recall from these sources was higher in comparison to those aged 35 and over (7%, 5% and 9% respectively).

Respondents who recalled seeing or hearing advertising or media coverage were then asked to identify the main message of the information. In Phase 3, 50% of respondents identified the main message as using GOV.UK to manage taxes or find information. While this was consistent with Phase 2 (54%), it was an increase compared to Phase 1 (38%).

A similar increase was observed among those who identified the main message to be about using the HMRC app to manage taxes or find information. In Phase 1, 22% of those who recalled seeing or hearing advertising or media coverage reported the main message to be about the use of the app. This increased to 45% in Phase 2 and 40% in Phase 3.

Across all phases, 18 to 34 year olds were more likely to identify the main message to be related to the use of the app. This was in comparison to those aged 35 and over. Identification in 18 to 34 year olds increased from 37% in Phase 1 to 58% in Phase 3.

In both post-campaign phases, campaign recognisers commonly identified the message as being related to the app (59% Phase 2, 55% Phase 3). This was in comparison to non-recognisers (21% Phase 2, 22% Phase 3).

After measuring general recall levels of advertising and media coverage, the post-campaign phases evaluated respondents’ recognition of HMRC adverts. Recognition of the campaign was measured by exposing respondents to different adverts used in HMRC’s Digital Shift advertising campaign. Respondents listened to one audio advert and saw one video advert and 4 static image adverts.

In both Phase 2 and Phase 3, 24% of respondents reported seeing or hearing at least one of the audio, video, or static image adverts. A small minority of respondents reported seeing all creatives tested (4% Phase 2, 2% Phase 3).

The static adverts have the highest levels of recognition; 19% reported they had seen the exact advert, or something similar in Phase 2 and 17% reported the same in Phase 3. A similar proportion recognised the video advert in both phases (16% Phase 2, 15% Phase 3). Slightly fewer recognised the audio adverts (9% Phase 2, 8% in Phase 3).

Those aged 18 to 34 years old were notably more likely to report recognition across all adverts tested in comparison to those aged 35 and over. Over 4 in 10 18 to 34 year olds reported recognising any of the adverts tested (44% Phase 2, 41% Phase 3). Comparatively, fewer than 2 in 10 of those aged 35 and over reported the same (17% Phase 2, 18% Phase 3).

Similarly to the overall level, the static adverts held the highest levels of recognition among 18 to 34 year olds (39% Phase 2, 34% Phase 3). This was followed by the video advert (27% Phase 2, 24% Phase 3) and the audio adverts (19% Phase 2, 15% Phase 3).

3.1.5 18 to 34s more commonly attributed what they saw or heard to online sources compared to those aged 35 and over

In Phase 3, the majority who recognised the video advert reported that they saw it through a TV advert (62%). This remained the top cited source for those aged 18 to 34 (57%). However, those aged 18 to 34 were less likely to identify TV advert as the source compared to those aged 35 and over (66%). Respondents aged 18 to 34 were more likely than those aged 35 and over to identify online sources, such as online advertising (19% vs 6%).

A similar pattern emerged when looking at the source of the audio advertising. In Phase 3, 62% of those who heard an audio advert reported that they heard it on the radio. This attribution declined slightly among 18 to 34 year olds (56%). They were less likely to identify this source compared to those aged 35 and over (69%).

Those who recognised the static advertising most attributed it to Facebook (24%) or outdoor posters or billboards (22%).

Unlike the other advertising, the most attributed source for those aged 18 to 34 differed to that of those aged 35 and over. Just under 3 in 10 (28%) identified the source of the static advertising to be online advertising (28%) or Facebook (28%). Both sources were less commonly identified by those aged 35 and over (15% and 17% respectively).

3.2 Campaign messaging

3.2.1 The vast majority understood the main message of the advertising to be that HMRC has an app

After being shown the adverts, respondents were prompted with a list of campaign messages and were asked to identify what the adverts told them about engaging with HMRC.

Perceptions of messaging remained consistent across both phases; the vast majority in Phase 3 stated that they told them HMRC had an app (71%). Over half stated that the adverts told them they can manage their money and tax through the HMRC app (55%).

Fewer than half (47%) stated the adverts told them it is easy to engage with HMRC through the app. Three in 10 (29%) identified the message that it is easy to engage with HMRC online. Both statements measured consistent agreement compared to Phase 2.

Overall perceptions of ease were somewhat lower than other key messages. However, those aged 18 to 34 were more likely to identify engaging through the app as easy (50%) compared to those aged 35 and over (46%).

3.2.2 Many respondents held positive attitudes towards the adverts, and the vast majority agreed that the adverts were clear

Respondents’ attitudes towards the adverts were generally positive, with more agreeing with positive statements than disagreeing.

The strongest perception related to clarity of messaging, with 71% in Phase 3 agreeing that it was clear what the adverts were telling them to do. Similarly, close to 6 in 10 (56%) agreed that the adverts told them something worth knowing. Agreement with these statements remained consistent between Phase 2 and Phase 3.

However, agreement regarding the tone of the adverts was somewhat split. While 4 in 10 (43%) in Phase 3 agreed that the adverts were supportive and encouraging, a similar proportion agreed they found them irritating (39%). These findings were consistent in both Phase 2 and Phase 3.

In Phase 3, 31% agreed that the adverts were patronising, however this was a decline compared to Phase 2 (34%). Agreement regarding the adverts being irritating was lower amongst those aged 18 to 34 (32% Phase 3) compared to those aged 35 and over (41% Phase 3).

3.2.3 Perception of personal relevance was lower in comparison to other statements, although key campaign audiences were more likely to agree they were for people like them

In Phase 3, 35% agreed that the adverts were for people like them, which was consistent with Phase 2. Agreement for this statement was lower than other statements about the adverts. However, a higher proportion still agreed that the adverts were for people like them than disagreed (31%).

Those aged 18 to 34 were more likely than those aged 35 and over to agree that the adverts were for people like them. In Phase 3, 50% of those aged 18 to 34 agreed, compared to 30% of those aged 35 and over. Agreement amongst all other respondents was consistent between Phase 2 and Phase 3. However, for 18 to 34 year olds, agreement declined in comparison to Phase 2 (55%).

Both those aged 18 to 34 and campaign recognisers reported increased levels of agreement compared to those aged 35 and over and non-recognisers.

Close to 7 in 10 campaign recognisers agreed that the adverts told them something worth knowing (69% Phase 2, 68% Phase 3). This was higher compared to around half of non-recognisers (53% Phase 2, 52% Phase 3). A similar proportion of those aged 18 to 34 agreed the adverts told them something worth knowing (67% Phase 2, 65% Phase 3). This was higher than the proportion of those aged 35 and over who agreed (51% Phase 2, 53% Phase 3).

3.2.4 The advertising effectively communicated messaging relating to ease and efficiency of use

After being shown the HMRC adverts, respondents were asked to reflect on what they told them about the app.

Most commonly, respondents in Phase 3 agreed that it is quicker (58%) and easier (54%) to engage with HMRC through the app than the telephone. Linked to this, over 4 in 10 agreed that the app will help them fit their tax around their everyday life (45%). Agreement across these statements was consistent phase on phase.

When thinking about the app overall, perceptions of ease increased between Phase 2 and Phase 3. In Phase 3 46% agreed the app would be easy to use compared to 44% in Phase 2.

Perceptions of ease were consistently higher among the key campaign audiences. Six in ten 18 to 34 year olds agreed that the app would be easy to use (62% Phase 2, 63% Phase 3). Comparatively, 4 in 10 of those aged 35 and over agreed it would be easy to use (37% Phase 2, 40% Phase 3).

A slightly higher proportion of 18 to 34 year olds agreed that it is easier to engage through the app than a telephone call (67% Phase 2, 64% Phase 3). In comparison, half of those aged 35 and over stated the same (49% Phase 2, 51% Phase 3).

3.2.5 However, there was low awareness of the app, with fewer respondents agreeing it is a ‘must have’ compared to other statements regarding the app’s use

In Phase 3, half (53%) agreed they were surprised to learn HMRC has an app. This represents a small, but statistically notable, decline compared to Phase 2 (55%).

There was low agreement regarding the necessity of the app in comparison to other statements tested. In Phase 3, one in 4 (24%) agreed that the app is a ‘must have’ on their phone. A similar proportion agreed that they would be at a disadvantage if they did not have the app (22%). Both measures were consistent with Phase 2.

Agreement at an overall level remained consistent phase on phase. However, among key campaign audiences, agreement that the HMRC app is a ‘must have’ on their phone declined. For campaign recognisers, agreement declined from 46% in Phase 2 to 39% in Phase 3. For 18 to 34 year olds, agreement declined from 40% to 35%.

A corresponding decline was also seen in both groups when thinking about being at a disadvantage if they did not have the app. Four in ten (40%) campaign recognisers agreed in Phase 2, compared to 34% in Phase 3. Likewise, 37% of 18 to 34s agreed in Phase 2, which decreased to 31% in Phase 3.

The survey also tested the impact of the advertising message ‘You’re On It’. In Phase 3, 4 in 10 (41%) agreed that the HMRC app can help them feel ‘on it’, consistent with Phase 2. This sentiment was stronger among those aged 18 to 34 (59% Phase 3) compared to those aged 35 and over (35% Phase 3). Agreement among 18 to 34 year olds was consistent phase on phase.

Campaign recognisers were also more likely to agree that the HMRC app helped them feel ‘on it’ (54% Phase 3). Agreement among campaign recognisers declined in Phase 3 compared to Phase 2 (59%).

3.3 Awareness and use of digital channels

3.3.1 Awareness of online channels was relatively high, and the proportion of those aware of engaging with HMRC via digital channels increased phase on phase

Respondents in Phase 3 were more likely to be aware of engaging with HMRC via their online account on GOV.UK (68%) than telephone (57%) and post (44%). Awareness of engagement through GOV.UK increased in comparison to both Phase 1 (62%) and Phase 2 (64%).

In Phase 3, 27% reported being aware of engaging with HMRC through the app, an increase on both Phase 1 (21%) and Phase 2 (24%). There was a corresponding increase in awareness of engaging through the HMRC app among campaign recognisers (38%) in Phase 3. This was consistent with Phase 2.

Campaign recognisers in Phase 3 were more likely than non-recognisers to say they were aware of engaging via online methods (78% vs 74%). Campaign recognisers were more likely to identify the HMRC app (38%) and live webchat (19%) than non-recognisers (24% and 12% respectively). However, campaign recognisers were less likely than non-recognisers to say they were aware of engaging via their online account on GOV.UK (66% vs 68%). This trend was consistent with Phase 2.

Three in 10 (31%) 18 to 34 year olds reported being aware of engaging through the HMRC app in Phase 3. This was higher than those aged 35 and over who said the same (26%). While this was consistent with awareness by 18 to 34s in Phase 2, it was an increase compared to Phase 1 (21%). Awareness by those aged 35 and over has also increased with each phase (21% Phase 1, 23% Phase 2, 26% Phase 3).

Overall, there was a sustained increase in the proportion of those aware of engaging with HMRC through any digital channel from Phase 1 to Phase 3. Three in 4 (75%) in Phase 3 identified digital channels as a way of engaging with HMRC, an increase from Phase 1 (69%) and Phase 2 (72%).

3.3.2 Increasing proportions reported they would use a digital channel to resolve a problem

When seeking to engage with HMRC to resolve a problem, 6 in 10 (60%) in Phase 3 said they would first use a digital channel to do so. This was an increase from the 57% in Phase 2 and 55% in Phase 1. Correspondingly, those who said they would use offline channels first decreased, from 39% in both Phase 1 and Phase 2 to 36% in Phase 3.

In Phase 3, the proportion who would first engage through digital channels was led by those who would log on via GOV.UK (38%). This was an increase compared to both Phase 2 (36%) and Phase 1 (35%). One in 10 (9%) stated they would use the HMRC app first, an increase from the 6% who reported this in Phase 1.

There was a campaign-related increase in choice of engagement in Phase 2 and 3. Campaign recognisers in both post-campaign phases were more likely to report they would use the app (14%) than non-recognisers (8%). Similarly, 13% of those aged 18 to 34 reported they would use the app in Phase 2 (vs 7% 35 and over). In Phase 3, 14% reported the same (vs 8% 35 and over).

3.4 Likelihood to use digital channels

3.4.1 The proportion of those who would consider using digital channels to engage with HMRC has increased since Phase 1

Most respondents in Phase 3 reported they were likely to consider using digital channels such as GOV.UK to engage with HMRC. In Phase 3, 63% reported they would be likely to do so, consistent with Phase 2 and a notable increase compared to Phase 1 (60%). Despite shifting likelihood, the proportion who reported they already used these channels was consistent phase on phase, with 6% stating this in Phase 3.

Those aged 18 to 34 were more likely to consider using a digital channel to engage with HMRC than those aged 35 and over. This pattern continued across all phases. However, likelihood among this audience fluctuated phase on phase. In Phase 1, 67% reported they would be likely to consider using digital channels, increasing to 73% in Phase 2. In Phase 3, likelihood declined to a level comparable with Phase 1 (69%).

This decline in Phase 3 was also observed among campaign recognisers. In both post-campaign phases, campaign recognisers more commonly reported they would consider using a digital channel (76% Phase 2, 72% Phase 3) compared to non-recognisers (60% Phase 2, 60% Phase 3). Despite being more likely to consider using digital channels, campaign recognisers were as likely to report that they already used these channels as non-recognisers (5% Phase 2, 7% Phase 3 vs 6% Phase 2, 6% Phase 3 respectively).

3.4.2 While likelihood to download the HMRC app decreased between Phase 2 and Phase 3, there was a corresponding increase in the proportion who reported having already downloaded it

Respondents were asked to think about their likelihood to download the HMRC app specifically. In Phase 2, this question was updated to include an option for those who had already downloaded it.

The majority in Phase 3 (63%) reported they would consider using digital channels to engage with HMRC. 21% reported they were likely to download the app. This was a small, but statistically notable decrease compared to Phase 2 (23%). However, there was a corresponding increase in the proportion who reported that they had already downloaded the app (11% Phase 2, 13% Phase 3). The proportion who reported that they were unlikely to download the app remained consistent phase on phase. One in 3 (33%) in both Phase 2 and Phase 3 reported that they were unlikely to download the app. A similar proportion reported that they did not know there was an HMRC app (34% Phase 2, 33% Phase 3).

In Phase 3, those aged 18 to 34 were more likely to report that they had already downloaded the app (16%). This is compared to those aged 35 and over (12%). This represented an increase from Phase 2 for 18 to 34s (11%) and remained consistent for those 35 and over (11%). Conversely, 18 to 34s who had not yet downloaded it but were likely to decreased from Phase 2 (36%) to Phase 3 (30%). Regardless, 18 to 34 year olds more commonly reported that they were likely to download the app compared to those aged 35 and over.

Campaign recognisers were more likely than non-recognisers to report likelihood to download the app or that they had already downloaded it. In Phase 3, 37% of campaign recognisers reported likelihood to download the app compared to 16% of non-recognisers. However, for campaign recognisers, this represented a statistically notable decline compared to Phase 2 (45%).

Likelihood to download among non-recognisers remained consistent phase on phase. This was in part linked to an increase among campaign-recognisers who reported they had already downloaded the app (14% Phase 2, 17% Phase 3). Non-recognisers’ incidence of downloading the app remained consistent between Phase 2 (10%) and Phase 3 (12%).

3.5 Perceived benefits of digital channels

3.5.1 Respondents perceived engaging with HMRC to be easier through digital channels than non-digital channels

Respondents who were aware of each method of engagement were then asked to what extent they considered it an easy way to engage with HMRC.

In Phase 3, most respondents aware of digital channels reported that they considered contacting HMRC through these methods to be easy. Three in 4 considered logging into GOV.UK (77%) and contacting them via the HMRC app (74%) to be easy. This was followed by 61% who considered using live webchat to be easy.

Conversely, non-digital channels such as via post or telephone were seen as less easy (51% and 33% respectively).

While this trend was broadly consistent with Phase 2, the proportion who perceived engaging digitally to be easier increased post-campaign. Between Phase 1 and Phase 3, perceived ease of engagement increased when thinking about logging into GOV.UK (72% Phase 1, 77% Phase 3). Perceived ease of engagement also increased when thinking about using the HMRC app (69% Phase 1, 74% Phase 3) and using live webchat (51% Phase 1, 61% Phase 3).

3.5.2 Perceptions of ease increased among key campaign audiences

In Phase 3, all methods of engagement were perceived as easier by campaign recognisers, compared to non-recognisers. Among those aware of each channel, the channels considered easiest were GOV.UK (84% vs 75%), receiving text messages (82% vs 73%) and the HMRC app (80% vs 70%).

This was also visible with non-digital methods. A higher proportion of campaign recognisers reported engaging by post (58% vs 49%) and by telephone (42% vs 30%) as easy.

These trends for recognisers were broadly consistent with Phase 2, however there were some declines for digital channels between phases. This included engaging through the app (86% Phase 2, 80% Phase 3), and through live webchat (78% Phase 2, 67% Phase 3).

Additionally, those aged 18 to 34 were more likely to consider nearly all channels of engagement as easy compared to those aged 35 and over. Those aged 35 and over considered post easier than those aged 18 to 34.

Over 8 in 10 of those aged 18 to 34 who were aware of engaging via the app thought it would be easy (83% vs 75% those aged 35 and over). This trend was consistent across all phases. A similar proportion (83%) reported the same for logging on to GOV.UK, an increase compared to Phase 1 (79%).

3.5.3 Perceived ease of engagement with HMRC online varied for both easy and difficult activities

Those who reported they would engage with HMRC to complete a certain activity were then asked the perceived ease of doing so through a digital channel.

In Phase 3, respondents most commonly stated they think it would be easy to update personal details (77%) and check their tax code (76%)
This was followed by 66% who stated it would be easy to check the tax they were paying
Just over half said they think it would be easy to claim Child Benefit (55%) or submit a Self Assessment tax return (52%)
Four in ten (41%) reported it would be easy to claim a tax return

Across almost all activities, perceived ease of engagement increased compared to Phase 1. This increase was most prominently seen for checking tax payments (60% Phase 1, 66% Phase 3). This was followed by submitting a Self Assessment tax return (47% Phase 1, 52% Phase 3) and checking tax codes (71% Phase 1, 76% Phase 3).

Those who recognised the campaign were more likely to think each activity is easy to complete compared to non-recognisers:

In Phase 3, campaign recognisers most commonly thought it was easy to check your tax code online via the HMRC website or app (84% vs 74%)
A similar proportion of campaign recognisers reported the same regarding updating personal details (84% vs 75%)
Three in 4 said it would be easy to check the tax they are paying (76% vs 63%)

Whilst this trend was consistent across phases, the proportion of campaign recognisers who said some activities were easy declined between phases. This decrease was seen for submitting a Self Assessment tax return (66% Phase 2, 61% Phase 3). It was also seen for claiming a tax rebate (60% Phase 2, 54% Phase 3). Conversely, perceptions of ease for non-recognisers remained stable between phases for all activities. These included submitting a Self Assessment tax return (48% Phase 2, 48% Phase 3) and claiming a tax rebate (38% Phase 2, 36% Phase 3).

Younger respondents were more likely than those aged 35 and over to find engaging with HMRC via digital channels easy across all activities. Among 18 to 34 year olds, updating personal details (85% vs 74%) was seen as the easiest activity in Phase 3. Checking their tax code (83% vs 73%) was also seen as one of the easiest activities in Phase 3 for this group. This trend was consistent phase on phase. However, there was some fluctuation in other activities among 18 to 34 year olds. The proportion who considered claiming Child Benefit (56% Phase 1, 66% Phase 2, 59% Phase 3) as easy peaked in Phase 2. The proportion then declined in Phase 3. A similar pattern was seen for 18 to 34 year olds’ perception of ease for claiming a tax rebate (49% Phase 1, 58% Phase 2, 52% Phase 3).

3.5.4 Speed and accessibility were increasingly strong motivators to download the HMRC app

All those who said they would consider downloading the HMRC app were then asked their reasoning for this. Respondents most commonly cited that it is quicker than calling (53% Phase 1, 51% Phase 2, 56% Phase 3). A similar proportion cited taxes and information being accessible 24 hours a day, 7 days a week (24 hour) (53% Phase 1, 50% Phase 2, 56% Phase 3). Both were notable increases from Phase 2 to Phase 3, with Phase 3 returning to a similar level to the Phase 1 baseline.

In Phase 3, 28% selected the availability of support as a motivator, higher than Phase 1 (23%). There were no other notable changes between phases for the other listed reasons. Online guidance (21%) and personal data security (22%) remained the least selected in Phase 3.

In Phase 3, 18 to 34 year olds were less likely than those aged 35 and over to report certain factors as motivators to considering downloading the HMRC app. This included it being quicker than calling (46% vs 62%). This also included receiving confirmation of completion of task (26% vs 32%) and entering information once (34% vs 43%). This trend was consistent across all phases.

The proportion of 18 to 34 year olds who cited 24 hour accessibility (47% Phase 2, 55% Phase 3) increased in Phase 3 compared to Phase 2. A similar pattern was seen for environmental considerations (28% Phase 2, 35% Phase 3). There was also an increase in the proportion who selected that it is easier to manage taxes when and where they need to (41% Phase 2, 42% Phase 3). This was an increase in comparison to Phase 1 (35%). A similar pattern was seen in relation to knowing support is available. Identification among 18 to 34 year olds increased from 23% in Phase 1, to 31% and 32% in Phase 2 and 3, respectively.

Guidance and support-specific benefits were also key for campaign recognisers. In Phase 3, campaign recognisers were more likely than non-recognisers to state that they know support is available if needed (32% vs 26%). The same pattern was seen for the proportion that selected that guidance is clear (27% vs 16%). They were also more likely to identify that they believe their personal data is safe and secure (27% vs 18%). Identification of these reasons was consistent phase on phase.

3.5.5 Accessibility and speed were also the most cited benefits of engaging with HMRC online, increasing phase on phase

Respondents were asked what benefits they thought there were to engaging with them via the website or app. All respondents were asked regardless of whether they would consider engaging with HMRC online. In Phase 3, respondents most commonly identified 24 hour accessibility (47%), a notable increase compared to Phase 1 (41%).

This benefit was followed by 46% who stated that it is quicker to check or manage their information. This was an increase from Phase 2 (43%) and Phase 1 (41%).

Respondents were more likely to select almost all benefits in Phase 3, in comparison to Phase 1:

I can access my taxes and information 24/7 (41% Phase 1, 47% Phase 3)
it is quicker to check or manage my information (41% Phase 1, 46% Phase 3)
it is easier to check or manage my taxes (29% Phase 1, 34% Phase 3)
I can enter my information once and save it (31% Phase 1, 33% Phase 3)
I can manage all my tax affairs in one place (29% Phase 1, 32% Phase 3)
my personal data is safe and secure (17% Phase 1, 19% Phase 3)
I know support is available if needed (15% Phase 1, 17% Phase 3)

Some benefits relating to convenience and support were more commonly cited by 18 to 34 year olds, compared to those aged 35 and over. For example, in Phase 3, this audience were more likely to select ease of checking or managing taxes (39% vs 31%). They were also more likely to select ability to manage all tax affairs in one place (35% vs 31%) and knowing support is available if needed as a benefit (21% vs 16%).

Mirroring the overall trend, 18 to 34 year olds were more likely to select certain perceived benefits in Phase 3 compared to Phase 1. These included:

it is quicker to check or manage my information (43% Phase 1, 48% Phase 3)
I can access my taxes and information 24/7 (43% Phase 1, 48% Phase 3)
it is easier to check or manage my taxes (32% Phase 1, 39% Phase 3)
I can manage all of my tax affairs in one place (29% Phase 1, 35% Phase 3)
I can enter my information once and save it (27% Phase 1, 32% Phase 3)
I know support is available if needed (18% Phase 1, 21% Phase 3)

Campaign recognisers were driven by support and security specific benefits. Close to one in 4 in Phase 3 selected personal data being safe and secure (27%) as a benefit of engaging with HMRC online. A similar proportion selected knowing support is available if needed (24%). Both of these reasons were higher in comparison to non-recognisers (16% and 15% respectively).

Additionally, campaign recognisers were more likely to state that it is easier to check or manage their taxes (39%), compared to non-recognisers (32%).

3.5.6 The main reason for not downloading the HMRC app was not engaging with HMRC enough to need to

Those who were unlikely to download the HMRC app were asked their reasons for this.

Reasoning remained broadly consistent across the phases. In Phase 3, respondents most commonly stated they do not engage with HMRC enough to do so (62%). This was a notable increase compared to previous waves (56% both Phase 1 and Phase 2). These reasons were followed by 3 in 10 (30%) who would prefer to speak to someone and 18% who worry about privacy of personal data.

Broadly, reasons for not downloading the app remained consistent across all phases. The only reason measuring a decline in Phase 3 was the proportion who think using the app would take too long (3%). This was down from 5% in Phase 2.

Those aged 18 to 34 were less likely than those aged 35 and over to cite certain reasons for not downloading the app. Notably, these included preferring to speak to someone (17% vs 33%) and worrying about privacy of personal data (12% vs 19%). Despite these differences, the most cited reason among 18 to 34 year olds remained in line with those aged 35 and over, not engaging enough with HMRC (62%). These perceptions were consistent phase on phase.

Those who did not recognise the campaign were no more likely than campaign recognisers to state any reason for being unlikely to download the app. However, campaign recognisers in Phase 3 were more likely than non-recognisers to state that they are used to doing things another way (21% vs 15% respectively). They were also more likely to state that they are worried about privacy or security of personal data (22% vs 17%).

3.5.7 Reasons for reluctance to use digital channels to engage with HMRC were more varied

In Phase 3, those unlikely to engage via digital channels most commonly cited this was because they need reassurance about understanding information correctly (24%). This was followed by a similar proportion who stated worrying about personal data security (23%), mirroring the findings related to use of the app. One in 5 were concerned about getting into trouble if they make a mistake (21%).

There were no notable changes phase on phase for all reasons. This was except for an increasing proportion who stated they are used to doing so another way (15% Phase 1, 16% Phase 2, 20% Phase 3).

Those aged 18 to 34 were less likely than those aged 35 and over to cite worries about personal data security (12% vs 25% Phase 3). This was also the case for needing reassurance that they have understood the information correctly (15% vs 26% Phase 3). There were no notable differences among those aged 18 to 34 phase on phase.

Campaign recognisers in Phase 3 were more likely than non-recognisers to state that they are used to engaging with HMRC in a different way to digital channels (27% vs 19%). Comparatively, non-recognisers were more likely to state they would find it difficult to navigate GOV.UK (18%), in comparison to recognisers (13%).

3.6 Attitudes towards HMRC

3.6.1 Campaign recognisers and 18 to 34 year olds were more positive towards HMRC

Phase 2 and Phase 3 included questions around respondents’ perceptions of HMRC. In Phase 3, respondents most commonly selected they agreed that HMRC is an organisation they trust (43%), consistent phase on phase.

Trust in Phase 3 was higher among campaign recognisers (56%) in comparison to non-recognisers (39%). While trust was consistent phase on phase at an overall level, this was a slight decline in comparison to campaign recogniser’s trust in Phase 2. Trust in Phase 3 was higher among 18 to 34 year olds (51%) compared to those aged 35 and over (40%). This was consistent phase on phase.

In Phase 3, 26% of respondents agreed that HMRC is helping them take control of their tax. This was a small but notable decline compared to Phase 2 (29%). Campaign recognisers were more likely than non-recognisers to agree with this statement in Phase 3 (42%). 18 to 34 year olds were also more likely to agree compared to those aged 35 and over (23%).

However, both key campaign audiences’ agreement declined compared to Phase 2 (52% campaign recognisers and 44%18 to 34 year olds). This mirrored the trend measured at the overall level.

Close to 4 in 10 (36%) respondents agreed that HMRC is old fashioned in Phase 3, a slight decline compared to Phase 2 (38%). There were no differences in agreement among campaign recognisers. Comparatively, in Phase 3, those aged 18 to 34 were more likely to agree than those aged 35 and over (40% vs 35% respectively). There were no differences phase on phase.

Question 4

4. Conclusion

Accepted Answer

The findings from this research suggest the advertising campaign was effective in raising awareness of the HMRC app. It also suggests it was effective in motivating respondents to engage with HMRC through digital channels. Awareness of and intention to engage through digital channels increased in the post-campaign waves. The proportion who would access digital channels first to resolve a problem also increased post-campaign.

The post-campaign increase was observed in the consideration of engaging with HMRC online. It was also seen in the increase between Phase 2 and Phase 3 of those who have downloaded the app. Overall, recognition of the advertising was strong, with the static adverts being the most commonly recognised. Campaign messages were effectively communicated, with respondents more commonly agreeing with the statements around clarity and relevance than disagreeing.

It is important to note however, that for many measures, the main uplift in awareness and consideration took place between Phase 1 and Phase 2. While this uplift was largely maintained in Phase 3, these measures did not increase further. This suggests that while the campaign was effective in initially raising awareness, it did not necessarily generate ongoing growth.

The effectiveness of the campaign was further evidenced through the increased awareness and positive perception amongst campaign recognisers. Those who recognised any element of the campaign commonly reported increased likelihood to engage through digital channels and higher perceptions of ease. This audience were also more likely to hold positive perceptions towards HMRC regarding trust and helpfulness.

This research also suggested that the campaign was effective in reaching key audiences. Those aged 18 to 34 reported increased recognition of the campaign compared to those aged 35 and over. There was also an increase in awareness of the app among 18 to 34s in the post-campaign phases. This age group were also more likely to report downloading the app than those aged 35 and over. Younger respondents also more commonly reported positive perceptions of the campaign and its messaging, with campaign related increases measured in Phase 2 and Phase 3.

Cookies on GOV.UK