Health survey 2012

Taking a look into the virtual waiting room November 13th, 2012

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

Content. In 2012 the following crucial questions could be answered:

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?

Health survey 2012 Taking a look into the virtual waiting room

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

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

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

Results.

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

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!

2011
43% No

2012
6,1% No

Health survey 2012 Taking a look into the virtual waiting room

Results.

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

2010 2011
Internet

81% 81% 73%

2012

2010 2011
Mobile applications

9% 15% 17% 62% 64% 56%

2012

2010 2011 2012

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

Results.

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

Alignment of different sources Review of readers/comments 39% 38% 30% 28%

48%

Recommendations
Originator of the source Notable institution

Health survey 2012 Taking a look into the virtual waiting room

Results.

10

Which websites do you consult for health-related information?

55%
51%
49%
19%
Top2 figures; n=904 Health survey 2012 Taking a look into the virtual waiting room

12%

Results.

11

Do you use a smartphone with internet access?

Yes: 44,4%

Importance of health information on the way

Very wichtig sehr important Imporwichtig tant Rather eher unwichtig unimportant Not nicht wichtig gar at all important

11%

24%

37%

28%

Health survey 2012 Taking a look into the virtual waiting room

Results.

12

Onlooker
Sporadic user

Networker
Active and selfconfident

Smart user
Active, but cautious

Traditionalist
Web2.0 denier

Observer
Passive follower

Explorer
Critical fact searcher

2010

13 %

26 %

17 %

13%

15%

16%

2011

12 %

23 %

20 %

12%

16%

18%

2012

21 %

27 %

18 %

12%

6%

15%

Health survey 2012 Taking a look into the virtual waiting room

Till Winkler Research Manager Phone: +49 (0)2233 9988 306

SKOPOS Institut fr Markt- und Kommunikationsforschung GmbH & Co. KG Hans- Bckler- Strae 163 50354 Hrth Phone: +49 (0) 2233 9988-0 Fax: +49 (0) 2233 9988-111 mail@skopos.de www.skopos.de

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