The report provides a deep dive into the public’s understanding and perceptions of the government’s digital ID initiative following its announcement in September 2025.
While existing quantitative data shows a gradual decline in support for the scheme, this new research explores the context and the “why” behind these shifts in public opinion. Through in-depth, one-to-one interviews with participants, Hippo’s research identifies the awareness gaps between the Government’s communications, and public’s understanding and expectations.
Key qualitative user research findings
The study highlights several critical areas where the Digital Identity scheme faces challenges in public adoption as an optional way to access core government digital services:
- Low familiarity and misconceptions: Participants generally had low awareness of the scheme’s details, often presuming a much broader scope than officially announced. Common misconceptions included fears that the ID would enable citizen tracking or replace physical documents like passports.
- The “need” gap: Many participants struggled to identify a clear personal benefit or a strong need for the scheme, with some viewing it as a tool that primarily benefits the state rather than the individual.
- Security vs. convenience: While the convenience of a mobile app was acknowledged, concerns regarding hacking, data leaks, and the risks of losing a mobile device often outweighed the perceived benefits.
- The “Government Wallet” preference: Despite concerns, if required to use a digital ID credential, the majority of participants preferred a government-issued wallet over a “private sector wallet” due to a mistrust of how “big tech” handles personal data.
- Political scepticism: Linking the scheme to reducing illegal migration was widely dismissed by participants as “political pandering,” which reduced overall trust and undermined the scheme’s wider intentions around making government services easier to access.
Transparency, trust and inclusion: A path forward
The report concludes that while participants remain divided on their comfort levels, by the end of the research sessions there was an increased interest and a desire for greater transparency. The research presents recommendations that the Government provide clearer communication regarding data security, the specific need for the scheme, and alternative routes for the digitally excluded.
