nhs choices mobile users satisfaction survey

Customer Insight Public information

Survey Fieldwork: January 2013

Web Analytics: January–June 2013

Mobile Users satisfaction survey 2013

Customer Insight Public information 2

This research sought to increase our understanding of …

The type of mobile and tablet devices used to access NHSC

Slides 6/7

Where users tend to access NHSC on mobile and tablet devices

Slide 8

The frequency in which NHSC is accessed on mobile and tablet devices

Slide 9

The route users take to NHSC using mobile and tablet devices

Slide 10

Mobile and tablet users’ typical (and specific) reasons for visiting NHSC

Slide 11

Whether mobile and tablet users can get what they want from NHSC

Slide 12

Mobile and tablet users’ satisfaction and advocacy of NHSC

Slide 13

Mobile and tablet users’ feedback on the activities they carry out via NHSC

Slide 14

Whether users switch between devices when accessing NHSC

Slide 15

Any problems mobile and tablet users’ encounter when visiting NHSC

Slide 16

The likelihood that mobile and tablet users will visit NHSC again

Slide 17

The types of activities users would be likely to carry out using a mobile app

Slide 18


Key findings

• Tablets: the majority of NHSC visitors use Apple devices (i.e. iPad/iPad mini)

• Mobiles: most NHSC visitors use either Apple or Android devices

Apple devices account for a higher proportion of visits to NHSC than would be

expected from their market share

• Mobile and tablet users mainly access NHSC at home

• The majority of mobile and tablet users navigate to NHSC via search engines

• Mobile and tablet users visit NHSC to check symptoms and seek medical info/ help

managing conditions

• The majority of mobile and tablet users ‘get what they want’ from NHSC

• Satisfaction & advocacy is highest among tablet users

They are more positive than mobile users with regard to the activities they carry out

via NHSC e.g. watching video, searching for content

• The majority of mobile and tablet users don't switch devices during their visit

• One in three mobile and one in five tablet users have encountered a problem

Among these, both mobile and tablet users cite navigation and Flash issues

Mobile users also note device stability and text/image resizing problems

Tablet users encounter problems finding content and using the website’s tools

Half of those that encounter a problem ‘expect better’ from NHSC

• However, the vast majority say they will visit again using either a mobile or tablet


Main findings


Some market context: over half the population now own a

smartphone, while one in four own a tablet

Smartphone ownership – Q1, 2013

53% own a smartphone (net)

= 21%

= 20%

= 13%

Market summary: Ownership of

iPhone and Blackberry devices is

stable whereas Android

ownership is increasing. iPhone

ownership is highest among

women aged 35+ at 30%

Tablet ownership – Q1, 2013

25% own a tablet (net)

= 16%

= 10%

Market summary: The tablet

market is increasing – 25% of the

adult population now own one.

Ownership of any tablet is highest

among men aged 35+ at 36% X Source: Ipsos MediaCT Technology Tracker, Quarter 1 2013. Base: GB adults aged 15+ (1,024), 8-15 February ‘13


Web analytics show half of visitors use a mobile or tablet to

access NHSC – Apple devices are most commonly used

Operating System used to access NHSC

Base: all unique visits to NHS Choices (97,939,782), 1 January–19 June ‘13

Devices used to access NHSC

Desktop PC/Laptop Windows (88%)

Mac (12%)

Mobile/Tablet Apple (69%)

Android (27%)

Blackberry (4%)

Other devices/unknown,

Top 5 Browsers used to access NHSC

Safari

38%

Internet Expl.

20%

Chrome

17%

Firefox

6%

Android Stock

13%


The online survey also shows that Apple devices account

for most of the mobiles and tablets used to access NHSC

Q. Which of the following devices have

you ever used to look up online health information on NHS Choices?

49%

37%

6%

67%

22%

5%

3.5 /less

3.6 - 4

4.1 /above

7 /less

7.9 – 8.9

9 /above

17%

6%

75%

58%

16%

21%

Tablet type Tablet screen size (inches)

Mobile type

Base: all responding NHS Choices website visitors

(509), 4-21 January ‘13 Base: all responding mobile users (214) / responding tablet users (218),

4-21 January ‘13

MULTICODE.

Mobile screen size (inches)


Mobile and tablets users mainly access NHSC at home,

while a minority of mobile users access the website on the move

Q. Where do you typically access NHS Choices using a: a) mobile device, b) tablet?

Mobile

Tablet

Home Work On the move School,

college, uni

69% 9% 15% 6%

91% 2% 3% 3%

Base: all responding mobile users (206) / responding tablet users (215), 4-21 January ‘13

SINGLE CODE FOR EACH DEVICE.


The majority are recent visitors to NHSC + semi-regular

users of the website

Q. When was the last time you visited NHS Choices (www.nhs.uk) using a …

Base: all responding desktop PC/Laptop/Netbook users (189) / responding

mobile users (201) / responding tablet users (208), 4-21 January ‘13


Q. How often do you access NHS Choices (www.nhs.uk) using a …

Base: all responding desktop PC/Laptop/Netbook users (189) / responding

mobile users (202) / responding tablet users (204), 4-21 January ‘13


Broadly in-

in line with

NHSC

customer

satisfaction survey


Mobile and tablet users mainly navigate to NHSC via search

engines

Base (Mobile): all responding mobile users (204) / responding tablet users (215), 4-21 January ’13.

Base (NHSC customer sat. survey): all respondents (3,147), May ‘13

SINGLE CODE FOR EACH.

Mobile

Tablet

Search engine Typed address Bookmarks

82% 7% 5%

79% 11% 6%

Q. How do you typically navigate to NHS Choices using a: a) mobile device, b) tablet?

% NHSC Customer

Sat. Survey, May 2013 78% 10% 4%


Mobile and tablet users who visit NHSC tend to check

symptoms and seek medical info/ help managing conditions

Base: all responding mobile users (212) / responding tablet users (218), 4-21 January ‘13

Q. Why do you typically visit NHS Choices using a: a) mobile, b) tablet?

MULTICODE FOR EACH DEVICE.

TOP 10 REASONS FOR VISIT

Q. Which service(s), if any,

were you seeking information

about when you most recently

visited NHS Choices using a :

a) mobile, b) tablet?:

Mobile Tablet

GP

Hospital

Walk-in

Other

None

MULTICODE.

23%

13%

10%

11%

48%

15%

10%

5%

8%

61%


“Information regarding medication

during pregnancy”

The majority of mobile and tablet users get what they want

from NHSC

Q. Did you get what you wanted when you most recently visited NHS Choices using a: a) mobile device, b) tablet?


Q. What couldn't you get from your most recent visit to NHS Choices using a: a) mobile device, b) tablet?

Mobile Tablet

“Symptom checker hard to use”

“Not very easy to navigate so did

not manage to get to everything”

“Information on things

relating to my assignment”

“Specific information about what is

available in my area”

“Flash player would not work”

“Detailed advice on managing my

child's ear pain”

“I had hoped to access a calorie

counter”

Base: all responding mobile users (65) / responding tablet users (62) who did not get everything they wanted from NHS Choices, 4-21 January ‘13

Base: all responding mobile users (212) /

responding tablet users (218)

OPEN QUESTION.


Satisfaction & advocacy is highest among tablet users

Satisfaction and Advocacy


User experience

Content attributes

% Very satisfied / Satisfied,

% Definitely / Probably recommend

% Very good / Good

% Very good / Good

Base (Q. Satisfaction): all responding mobile users (205) / responding tablet users (213). Base (Q. Advocacy): all responding mobile users (207)

/ responding tablet users (213) / Base (Q. User experience): all responding mobile users (212) / responding tablet users (218), 4-21 January ‘13

Base (NHSC customer satisfaction survey): all respondents (3,147), May ‘13

% NHSC Customer Sat.

Survey, May 2013

71%

79%

77%

N/A

N/A

76%

80%

84%

68%


Tablet users report a more positive experience when

carrying out activities on NHSC – particularly watching videos

Q. We would like to find out about your experience of each of these on NHS Choices


Base: all responding mobile users / responding tablet users who have used each feature (as stated), 4-21 January ‘13.

* Small base / ^ Very small base – use results with caution.

% Very good/ Good amongst those using

Base

199

190

191

181

108

81*

95*

75*

201

194

182

181

87*

50^

75^

47^


The majority of mobile and tablet users don't switch devices

during their visit – those that do tend to switch from mobile to laptop

Q. Thinking about when you most recently switched between device types when trying to find information using NHS Choices, please indicate the:

Device started with Device you switch to

SINGLE CODE SINGLE CODE

Q. Have you ever switched between devices when trying to find information using NHS Choices?

Base: Q. Device started with – respondents who have switched (86)*, Q. Device switched to – respondents who have switched (85)*, 4-21 January ’13

* Small base - use results with caution.

Base. all responding mobile

and tablet users (345)

SINGLE CODE


One in three mobile users and one in five tablet users have

encountered a problem – mainly due to navigation and/or Flash issues

Q. Please indicate the extent to which you agree or disagree with the statements below in terms of the most recent problem you encountered while visiting NHS Choices on a: a) mobile, b) tablet?

Base: All responding mobile device (71)* and tablet users (41)^ who have ever encountered a problem,

4-21 January ’13. * Small base / ^ Very small base – use results with caution.

% Strongly agree/ Agree SINGLE CODE FOR EACH DEVICE.

Q. Still thinking about the most recent problem you encountered when visiting NHS Choices on a tablet, did this problem cause you to:

SINGLE CODE FOR EACH DEVICE. % Yes

Q. What problems, if any, have you ever encountered when visiting NHS Choices on: a) a mobile, b) a tablet?

Mobile

Tablet

“Similar to my problems on mobile - no optimised

version or use of responsive design techniques”

“Entering info in the BMI

checking tool was quite fiddly”

“Page freezes very often”

“Content held in flash does not work”

“Getting to different pages is difficult as links

are very small to touch on a mobile”

“The screen and content does

not resize to fit the device”

“You have video and slides still

held in flash which does not

work on apple devices”

“My mobile device kept crashing”

OPEN ENDED.


The vast majority will visit NHSC again using a mobile or

tablet – and an app is likely to improve their experience…

Base: All responding mobile device (56) and tablet users (38), 4-21 January ‘13

Q. How likely are you to visit NHS Choices again using a: a) mobile device, b) tablet?


Base: all responding mobile users (209) /

responding tablet users (215)

Q. What changes, if any, to NHS Choices would improve the experience for users of: a) mobile devices, b) tablets?

OPEN QUESTION.

“Make a mobile website or an app”

Mobile Tablet

“Simplify the layout”

“Text needs to resize itself to

fit my mobile's screen size”

“Please make the website more

stable for mobile devices”

“An NHS choices app specifically

designed for tablets”

“Access to all content e.g.

tools and videos”

“Having a health practitioner to chat

with via text”

“Videos which do not rely on Flash

player”

95%

86%


Mobile and tablet users are twice as likely to use an NHSC

app for info on medicine/a condition than to comment on a service

Q. Mobile applications can be downloaded to smartphone and tablet devices. They allow users to access content, information, products and services through a clear and tailored interface. How likely is it that you would use a mobile application (app) to do the following?

SINGLE CODE FOR EACH STATEMENT

72%

73%

53%

34%

Base. all responding mobile and tablet users (345), 4-21 January ‘13


Appendices


Respondent details

90% use site for personal reasons

Q. Are you…?

Q. How old are you?

Q. Which of the following best describes the reason why you generally visit NHS Choices?

SINGLE CODE.

SINGLE CODE.

SINGLE CODE.

Base: all responding NHS Choices

website visitors (508), 4-21 January ‘13 14% use site for professional reasons


Technical details

NHSC Mobile Website Survey

• 509 NHS Choices website users took part in this research

• Pop-up links to the survey we’re hosted on a number of highly visited NHS Choices pages

• The survey was conducted between 4th and 21st January 2013

• The completion rate was 29% (509 completes out of 1733 surveys started)

• Results are based on all respondents who completed the survey, and exclude ‘not stated’ responses i.e. where

questions were not answered

• Where results do not sum to 100% this is due to either computer rounding or questions that allow multi code

responses

• Results based on a small number of respondents should be treated with caution, and are noted where applicable

NHSC Web Analytics

• Operating system and browser type are collected using WebTrends analytics

• The findings are based on 97,939,782 unique visits to NHSC during the period 1st January–19th June 2013

NHSC Customer Satisfaction Survey – Wave 7

• Findings are based on all respondents (3,147) to the NHSC online customer satisfaction survey, May 2013

Ipsos MediaCT Technology Tracker – Q1, 2013

• Findings are based on GB adults aged 15+

• 1,024 face-to-face interviews took place between 8th–15th February 2013


Questions and comments to:

[email protected]

please quote “Slideshare” in subject line

mailto:[email protected]

nhs choices mobile users satisfaction survey

Health & Medicine