A demographic segmentation of paid tax agents based on their digital needs and attitudes, and the support they will require to transition to digital.
Ref: HMRC Research Report 348 PDF, 1.05MB, 84 pages
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HM Revenue and Customs (HMRC) commissioned this research to deliver a segmentation of the paid agent population according to their digital confidence and levels of support required to make the transition to digital. This will inform how the department can facilitate agents’ transition to digital.
The research found that agents can be segmented into four groups:
- Corporate pacemakers (11%)
- Mid-sized progressives (26%)
- Small but savvies (51%)
- Hard to win overs (11%)
Three segments, or 89% of the total agent population (corporate pacemakers, mid-sized progressives and small but savvies) are digitally confident and capable, while the ‘hard to win overs’ are less confident and will require a higher level of support to take up digital.
A survey of 1,700 agents and qualitative interviews and focus groups with 54 agents was carried out between March and August 2014.
Published: 18 December 2014
From: HM Revenue & Customs