Health survey2012

Taking a look into the virtual waiting room

November 13th, 2012

Health survey 2012 – Taking a look into the virtual waiting room

2 Content.

All internet users that are actively looking for health information gather in the virtual waiting room.

Since 2010 SKOPOS and MSL Germany have been analyzing yearly the user behavior and therefore have been posing crucial questions that help to better adapt the supply with the application.

Health survey 2012 – Taking a look into the virtual waiting room

3 Content.

How do people gather information about health topics on the internet?

What is of importance to them?

Which internet offers are being accepted and which are being refused?

What has changed since 2010?

How do users differ?

In 2012 the following crucial questions could be answered:

Health survey 2012 – Taking a look into the virtual waiting room

4 Study background

Data collection:

Online survey via online panel

August 2012 with n=1.001 participants

Representative poll of German internet users from 18 years, allocated by quota:

age gender education state

Health survey 2012 – Taking a look into the virtual waiting room

5 Study background

Structure of questionnaire:

General internet usage behavior & online information search

Expectations regarding consultation services on the internet (in comparison to advice from doctor/pharmacist)

Expectations and visions regarding future developments

Sociodemography and compilation of health related information

Health survey 2012 – Taking a look into the virtual waiting room

6 Study background

The user behavior has changed fundamentally since 2010 and has developed further. Users immerse deeper into the internet and are more often taking an active role:

• Readers‘ comments are becoming more and more important • Smartphones are used more frequently • Users visit various sites on the internet

Health survey 2012 – Taking a look into the virtual waiting room

7 Results.

Do you look for information about health topics on the internet?

201143% No

20126,1% No

Today, more than 90% of internet users inform themselves about various health topics. Last year this was only the case for 57%. Thereby the internet plays an enormous important role when it comes to learning about health issues!

Health survey 2012 – Taking a look into the virtual waiting room

8 Results.

Which channels do you use to gather information on health issues?

73%

81%

81%

17%

15%

9%

56%

64%

62%

201020112012

201020112012

201020112012

Internet

Mobile applications

Print

Health survey 2012 – Taking a look into the virtual waiting room

9 Results.

What are the criteria that make an internet site with health-related issues credible?

48%

39%

38%

30%

28%

Alignment of different sources

Review of readers/comments

Recommendations

Originator of the source

Notable institution

Health survey 2012 – Taking a look into the virtual waiting room

10 Results.

Which websites do you consult for health-related information?

55%

51%49%

19%

12%Top2 figures; n=904

Health survey 2012 – Taking a look into the virtual waiting room

11 Results.

Yes: 44,4%

Importance of health information on the way

Do you use a smartphone with internet access?

11% 24% 37% 28%

sehr wichtig wichtig eher unwichtig gar nicht wichtigVery important Impor-tant

Rather unimportant

Not at all important

Health survey 2012 – Taking a look into the virtual waiting room

12 Results.

Onlooker Networker Smart user Traditionalist Observer ExplorerSporadic user Active and self-

confidentActive, but

cautiousWeb2.0 denier

Passive follower

Critical fact searcher

26 %13 % 17 % 13% 15% 16%

23 %12 % 20 % 12% 16% 18%

2011

2010

27 %21 % 18 % 12% 6 % 15%

2012

SKOPOSInstitut für Markt- und

Kommunikationsforschung GmbH & Co. KGHans- Böckler- Straße 163

50354 HürthPhone: +49 (0) 2233 9988-0

Fax: +49 (0) 2233 9988-111 mail@skopos.dewww.skopos.de

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Till WinklerResearch ManagerPhone: +49 (0)2233 9988 306