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
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Content.
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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
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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
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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
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Results.
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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
2012
Health survey 2012 – Taking a look into the virtual waiting room
43% No
6,1% No
Results.
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Which channels do you use to gather information on health issues ? 2010
81%
2011 Internet
81%
2012
73% 2010 2011
Mobile application s
2012
17% 2010
62.00%
2011
63.70%
2012 Print Health survey 2012 – Taking a look into the virtual waiting room
55.60%
Results.
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What are the criteria that make an internet site with health -related issues credible ? 48% Alignment of different sources
39%
Review of readers/comments Recommendations Originator of the source Notable institution
Health survey 2012 – Taking a look into the virtual waiting room
38% 30% 28%
Results.
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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.
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Do you use a smartphone with internet access ?
Yes: 44,4%
Importance of health information on the way Very important
Important
Rather unimportant
2818% 3691% 2444%
1047% Health survey 2012 – Taking a look into the virtual waiting room
Not at all important
Results.
Onlooker Sporadic user
12
Networker Active and selfconfident
Smart user Active, but cautious
Traditionalist
Observer
Explorer
Web2.0 denier
Passive follower
Critical fact searcher
2010
13 %
26 %
17 %
13%
15%
16%
12 %
23 %
20 %
12%
16%
18%
21 %
27 %
18 %
12%
6%
15%
2011
2012
Health survey 2012 – Taking a look into the virtual waiting room
Till Winkler Research Manager Phone: +49 (0)2233 9988 306
SKOPOS Institut für Markt- und Kommunikationsforschung GmbH & Co. KG Hans- Böckler- Straße 163 50354 Hürth Phone: +49 (0) 2233 9988-0 Fax: +49 (0) 2233 9988-111 mail@skopos.de www.skopos.de
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