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