A comparison of web use in marketing by local government in the United States and Australia

Abstract

The study reported in this paper examines local government use of the web in marketing in Australia and the United States. An audit of local government websites is undertaken using a content analysis tool developed through academic and commercial use--the Marketing Readiness of Website Indicator (MRWI). By examining three elements of online marketing in this context, the authors identify similarly sophisticated use by local government in one Australian state (Victoria) and county government in the most populous state in the United States (California). The hypothesised more highly sophisticated web use by United States local government relative to Australian local government is not without some support. County-level government use in California and the Australian local government authorities sampled are, however, statistically different to use of the web in marketing made by Californian city government and Alabama county and city government use. It is suggested that further investigation is required to more fully understand the underlying reasons for such variance. [PUBLICATION ABSTRACT]