Tax nudge helps myGov crack 5 million users


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As soon as it became necessary to use myGov to file online tax returns this year, Australians began signing up to the single-login portal for government services in droves.

In what is perhaps a testament to the power of nudge theory, myGov has cracked 5 million users since it became a necessity in order to lodge a tax return this year.

As pointed out by the Human Services minister Marise Payne, who announced the milestone this week, myGov users now amount to almost one in three adult Australians. Senator Payne said:

“MyGov has experienced a remarkable rise in traffic since the addition of the Australian Tax Office on 1 July with more than 2 million new accounts created since the start of the new financial year.

“There’s no question that the introduction of the ability to lodge a simple tax return through myGov has been responsible for a huge surge in the number of registrations this year.”

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