Your SlideShare is downloading. ×
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Jan 2013 NHS Choices awareness and usage tracking survey
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Jan 2013 NHS Choices awareness and usage tracking survey

248

Published on

Report of a general public omnibus survey face to face omnibus survey to measure awareness and usage of the NHS Choices site. The survey also profiles site users and measures satisfaction, advocact …

Report of a general public omnibus survey face to face omnibus survey to measure awareness and usage of the NHS Choices site. The survey also profiles site users and measures satisfaction, advocact and likely repeat usage.

Published in: Health & Medicine, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
248
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. 1 Customer Insight Public information April 2013 NHS Choices awareness and usage tracking Jan 2013 : Wave 8
  • 2. 2 Customer Insight Public information Contents • Introduction • Research objectives • Sample and methodology • Summary • Internet Usage • Prevalence & frequency • Online Health Information & Apps • Usage and interest in using the internet for health info and communication with NHS/health professionals • Perceptions of reliability and usefulness of the internet for health info • Devices used • Current and future health app behaviour • Awareness & Usage of NHSC • Comparisons with other websites, benchmarked against previous years • Site Users • Profile of personal and professional users • Evidence of behaviour change • Impact on confidence • Use of site to reduce health risk • Satisfaction, Future Usage & Advocacy • Comparisons with previous years and the pop up satisfaction survey • Appendix
  • 3. 3 Customer Insight Public information Research Objectives Benchmark the use of the internet, particularly for health information  Understand frequency of internet usage among the general population  Understand how people currently perceive and use online health information  Track how the pattern of internet usage for health information is changing, including the devices used, and the uptake of health apps Understand the profile and needs of current users  Understand the profile of site users compared with the general population  Explore how many different people users have looked up health information for on NHS Choices  Understand how the site is meeting the needs of current users and how satisfied they are  Establish attitudinal and behavioural information of users Track awareness and usage of the NHS Choices website  Track the awareness and usage of NHS Choices compared with previous waves of the survey
  • 4. 4 Customer Insight Public information Sample and Methodology Type of survey Omnibus survey conducted by TNS Methodology  CAPI (computer assisted personal interviewing)  Conducted in respondents homes Fieldwork dates 18th – 22nd January 2013 Sample  Total sample n=1709  Results weighted to provide total population figures  Sample structure can be found in the appendix Sample distribution Nationally representative sample of the general public in England (only adults aged 16+ included in the sample) Previous research conducted Previous waves of the public research omnibus survey have been conducted as follows:  Wave 1: Sept 2007 (Ipsos MORI survey)  Wave 2: Dec/Jan 2008 (Ipsos MORI survey)  Wave 3: Oct 2009 (TNS survey)  Wave 4: June 2010 (TNS survey)  Wave 5: March 2011 (TNS survey)  Wave 6: Dec 2011 (TNS survey)  Wave 7 : August 2012 (TNS survey) Sample and Methodology
  • 5. 5 Customer Insight Public information Internet usage in the past 3 months has increased from 80% in August 2012 to 83%, and 80% of those people use it on a daily basis 60% of the population have looked up health information online 65% of people trust NHS websites Summary #1 Use of the internet for health information Awareness and usage of the NHS Choices website  Spontaneous awareness of NHS Choices has decreased from 7% in August 2012 to 5% , but total prompted awareness (name and screenshots shown) has increased by 1% to 28%  Total usage has increased by 2% to 17% Usage of health apps and future uptake  18% have downloaded a health app – which is almost 7.5 million people!  The most popular are those that help people to lose weight, start an exercise programme or eat more healthily.  When asked what people would like an app for, it was all of the above and also being able to book GP appointments or order repeat prescriptions.
  • 6. 6 Customer Insight Public information  32% of NHSC users are professional users (including 18% that also use it for personal reasons), which shows a significant increase of 10% since Aug 2012  The proportion of those using NHSC only for personal reasons has decreased from 75% to 64% since Aug 2012.  However, the proportion of professional users that also use it for personal reasons has increased, therefore the total percentage of personal users is currently 82% (only a 5% decrease since August 2012)  Personal users are more likely to be female, aged 16-44 and C1  9 out of 10 users have used NHSC on behalf of others, with each user looking up information for approx 3 other people in addition to themselves  Satisfaction has increased by 9% since August 2012 to 88%. Advocacy (87%) and likelihood to use again (94%) has increased by 4% and 3% respectively.  In terms of behaviour and attitude change:  There has been a 5% increase since August 2012 in those that say NHSC improves their confidence when seeing a health professional (53%) Summary #2 The profile and needs of current users
  • 7. 7 Customer Insight Public information Internet Usage
  • 8. 8 Customer Insight Public information 17% 14% 32% 29% 55% 45% 4% 3% 29% 28% 18% 12% 3% 3% 4% 5% 5% 6% 2% 1% 5% 4% 2% 3% 80% 83% 63% 66% 94% 96% 66% 68% 80% 85% 39% 49% Aug 2012 Jan 2013 Aug 2012 Jan 2013 Aug 2012 Jan 2013 Aug 2012 Jan 2013 Aug 2012 Jan 2013 Aug 2012 Jan 2013 Yes, within the last 3 months Yes, but longer than 3 months ago Never used DE Socio-economic groupTotal Parents LTC +3% shift +10% shift +2% shift Carer +3% shift +5% shift Q. How recently have you used the internet? Base all respondents n=1709 un-weighted base, n=40,773 weighted base • The proportion of DE’s who have accessed the internet in the previous 3 months has increased by 3% • 10% more people over the age of 65 years are now using the internet. • Most parents have accessed the internet in the previous 3 months (2% increase from 94% in Aug 2012 to 96% this wave) • Two thirds (68%) of those with a long term condition have accessed the internet in the past 3 months which is a 2% since Aug 2012 • 85% of carers have accessed the internet in the past 3 months, which is a 5% rise since Aug 2012 83% have used the internet in the last 3 months +2% shift 65+ years
  • 9. 9 Customer Insight Public information Daily 81% Less often 3% Once a month 1% Once a week 4% Once a fortnight 1% Every 2 or 3 days 10% Base all who have used the internet n=1415 un-weighted base, n=35014 weighted base 81% of those who have used the internet do so on a daily basis Q. How frequently do you use the internet? • The proportion of the general public who use the internet daily (81%) has increased by 2%, and is the first increase in a few years. • Males are significantly more likely to use the internet daily in comparison to females (84% v’s 77%) • The following groups are significantly more likely to use the internet on a daily basis than the general population: • Parents (88%) • 16-44 year olds (89%) • ABC1’s (85%) • 89% of those that look up health information online use the internet daily, similar to Dec 2011 (88%)
  • 10. 10 Customer Insight Public information Online Health Information & Apps
  • 11. 11 Customer Insight Public information 60% have used the internet to look up health information Base all respondents n=1709 un-weighted base, n=40773 weighted base • This is a 10% increase since Dec 2011 (it is not directly comparable to Aug 2012 as the question was asked differently) • There is only a 3% difference between men (59%) and women (62%) that have used the internet to look up health information. • Interestingly, those with long term conditions are less likely to use the internet to look up health information (55%) than those with none (62%) • Parents are more likely to use the internet to look up health information (74% v’s 54%) • When you look at internet users, the percentage looking up health information online increases to 70%, which is similar to the recent OFCOM adult media use and attitudes report, which shows 75% look up health information online.
  • 12. 12 Customer Insight Public information 61% find online health information useful and the perceived reliability of NHS info is 17% higher than other health information sites in general 12% 35% 34% 7%12% Agree Strongly Agree Slightly Neither agree nor disagree Disagree Slightly Disagree Strongly I trust the reliability of health information on an NHS website I trust the reliability of health information on the internet in general Q. How much do you agree or disagree with the following statements about using the internet to look up health information? I find health information on the internet useful 37% 28% 29% 3%3% 25% 35% 28% 5%5% Base all respondents n=1709 un-weighted base, n=40,773 weighted base 48% 65% 61% +2% +4% Change since Aug 12 +2%
  • 13. 13 Customer Insight Public information 3% Variety of devices used to access health information Q. Which of the following devices have you ever looked up health information on? Base all who have used the internet to look up health information n=967 un-weighted base, n=24664 weighted base 44%70% 17% Other portable device (e.g. PSP, iTouch) 3% 27% +7% -2% Change since Aug 12 +8% +6% +2%
  • 14. 14 Customer Insight Public information 30% have bought or are interested in buying a health app 1% 0% 2% 8% 7% 6% 3% 2% 4% 7% 3% 2% 1% 3% 2% 6% 5% 1% 1% 1% 2% 2% 2% 2% 4% 1% Eat more healthily Start an exercise programme Help you lose weight Started running Help during pregnancy Sleep better Make booking or ask for repeat prescription from GP Improve mental wellbeingbetter cope with stress Stop smoking Provide feedback on services Find local service Reduce alcohol intake Something else Purchased/Downloaded App Future Interest in App • 18% have downloaded any health related app. That is almost 7.5 million people across England. • 24% would be interested to download a health related app in future, which takes that up to almost 10 million people Q. Have you ever purchased or downloaded any health related apps to do the following…? Q. Would you be interested in a health related app to do the following…? Base all respondents n=1709 un-weighted base, n=40773 weighted base
  • 15. 15 Customer Insight Public information NHS Choices: Awareness & Usage
  • 16. 16 Customer Insight Public information • 49% of respondents said they had heard of any NHS website • There remains some confusion about NHS sites with 11% not sure specifically which NHS/public site they were aware of - some of these could have been NHS Choices • NHS Choices awareness is down 2% since Aug 2012, but Google and Boots WebMD have also decreased by the same amount 5% have heard of NHS Choices although more may have been aware of it but not known its specific name 33% 3% 2% 4% 3% 3% 2% 35% 16% 10% 6% 4% 4% 5% 5% 3% 3% 38% 17% 9% 9% 7% 7% 6% 6% 5% 3% 39% 15% 11% 9% 5% 6% 7% 7% 3% 2% 6% NHS Direct Google - An NHS/public site not sure which Bupa NHS Choices Directgov Wikipedia BBC Health Boots WebMD Netdoctor March 2011 Dec 2011 Aug 2012 Jan-13 Q. Which health information websites, if any, have you heard of? (spontaneous awareness) Base all respondents n=1709 un-weighted base, n=40,773 weighted base -2% since Aug 2012
  • 17. 17 Customer Insight Public information 28% 9% 6% 3% 4% 5% 3% 3% 35% 29% 12% 9% 6% 6% 7% 5% 4% 3% 39% 33% 15% 14% 8% 8% 7% 5% 5% 3% 37% 26% 12% 10% 6% 8% 9% 3% 4% 4% NHS Direct Google Wikipedia Directgov Bupa NHS Choices BBC Health Netdoctor Boots WebMD NHS/public site - not sure which March 2011 Dec 2011 Aug-12 Jan-13 There is no change in usage of the site since June 2010 43% (-5%) 31% (-9%) 14% (-5%) 11% (-6%) 7% (-3%) 10% (=%) 10% (+1) 4% (-2%) 5% (-1%) 5% (+1) Internet users (+/-/= change since Aug 2012) No change since Aug 2012 General Public Q. Which of these health information websites have you used in the last 12 months? Base all respondents n=1709 un-weighted base, n=40,773 weighted base; internet users n=1415 un-weighted base, n=35014 weighted base No increase in site usage between Aug 2012 and Jan 2013 • BBC Health is the only site to show a reported increase in usage, and NHS Choices remains unchanged, whilst the rest have decreased. • 50% of respondents said they had used any NHS website (a 2% decrease since the last wave) • Three quarters (76%) of internet users who are aware of NHSC, have used the site, which is a 4% increase since Aug 2012 • As per the last wave, usage of NHSC is slightly higher (8%) than its spontaneous awareness (5%), which could be because of the NHS brand or because the name invokes a greater level of awareness
  • 18. 18 Customer Insight Public information Decrease in spontaneous awareness but prompted awareness and usage has increased 5% 28% 17% 60% 0% 10% 20% 30% 40% 50% 60% 70% May- 10 Jul- 10 Sep- 10 Nov- 10 Jan- 11 Mar- 11 May- 11 Jul- 11 Sep- 11 Nov- 11 Jan- 12 Mar- 12 May- 12 Jul- 12 Sep- 12 Nov- 12 Jan- 13 Spontaneous awareness Prompted awareness (Hompage & site pages shown) Total usage (spontaneous + prompted) Use the internet to look up health info * Dip caused by question change* Base all respondents n=1709 un-weighted base, n=40,773 weighted base; internet users n=1415 un-weighted base, n=35,014 weighted base GENERAL PUBLIC (depicted in the graph): • Total awareness among all adults (spontaneous and prompted) 28% • Total usage among all adults (spontaneous and prompted) 17% INTERNET USERS (for comparison to graph): • Reported usage amongst internet users (seeing a list) remains at 10% since Aug 12. Usage amongst internet users (shown screenshots) is 20%, a 4% increase since Aug 12 • Awareness of NHSC amongst internet users (who see the screenshots) is 34%, which is a 5% increase since Aug 12 • 70% of internet users look up health information online.
  • 19. 19 Customer Insight Public information NHS Choices 10% 19.52% % difference NHS Direct 43% 1.10% +18.42% difference -33% difference Reported Usage (Omnibus survey Dec 2011) Market share Aug 2012 (Hitwise data) NHS Choices has the highest market share • Although only 10% of the general public claim to have used the site, NHS Choices actually had the highest market share (in the Health and Medical Information category) at 19.52% in Jan 2013 compared with other health information websites • This has increased by 2.6% since Aug 2012 and ranks at #1 in this category compared to NHS Direct at #15. Ranking chart from Hitwise – Health information websites
  • 20. 20 Customer Insight Public information NHS Choices: Site users
  • 21. 21 Customer Insight Public information Who is using NHS Choices? • There has been an 11% decrease in the number of personal site users since Aug 2012, however, when adding in the professionals who also use the site for personal reasons, the overall personal users is 82% (which is only a 5% overall decrease since Aug 12). • There is 10% overall increase amongst professional users, and the total number of health professionals using NHS Choices is now 20% (a 7% rise since Aug 2012) For personal use only (64%) Total personal use including professionals (82%) For professional use (32%) For myself, a member of my family or for a friend (64%) For personal and professional reasons (18%) • Health professional (11%) • Non-health professional (7%) For only professional reasons (14%) • Health professional (9%) • Other professional looking for someone else as part of my job(3%) • Other professional (2%) Positive or negative change in the proportion of people using the site since Aug 2012 Q. Which one of the following best describes the reason why you generally visit NHS Choices? +4% Base all NHSC users n=282 un-weighted base, n=6982 weighted base -11% +6% +10% Please note the professionals are based on small baseline of people when looking at the actual figures (i.e. the un-weighted figure is approx 89 people) -5%
  • 22. 22 Customer Insight Public information Typical NHS Choices users Gender • Female - 60% • Male - 40% • The gender spilt shown here is more accurate than that of the satisfaction survey which is more biased towards females due to the self selected methodology Age • <24 - 23% (2% more than same study in Aug 2012) • 25-44 - 52% (3% more than same study in Aug 2012) • 45-64 – 19% (6% less than same study in Aug 2012) • >65 -5% (no change since the same study in Aug 2012) Socio-economic group Significant change in use amongst all but the C1 demographic group: • AB – 16% (13% less than same study in Aug 2012) • C1 – 39% (1% more than same study in Aug 2012) • C2 - 23% (5% more than same study in Aug 2012) • DE - 22% (7% more than same study in Aug 2012) Long term conditions • Have long a LTC / disability 22% (3% more than same study in Aug 2012) Carer • Carers 22% (1% less than same study in Aug 2012) • Just under a quarter of our personal site users are carers Children in family • 48% of personal users have children (5% higher than same study in Aug 2012) • 69% of those with children use NHSC for personal reasons. In comparison, 60% of those without children use choices for personal reasons. Use the site for personal use: For myself, member of my family or friends Base all respondents who use the site for themselves, friends or family n=4468 weighted base Profile of the typical NHS Choices user (personal use)
  • 23. 23 Customer Insight Public information 90% of site users have used the site to look up info for others One Person 43% None 7% 2-5 people 39% 6-10 people 4% 11-25 people 1% Q. How many different people have you looked up health information for on the NHS Choices website? Base all who have used the NHS Choices website n=282 un-weighted base, n=6982 weighted base • On average, an NHSC site user looks up information for 3 people • Compared to Aug 2012, 5% more people look up information for one person, 12% fewer people look up health information for 2-5 people, and 5% more answered for no other people. • In total, approx 6.3 million users use the site for others Don’t know 3% 25+ people 3%
  • 24. 24 Customer Insight Public information Evidence of behaviour change
  • 25. 25 Customer Insight Public information 19% 34% 30% 11% 7% Strongly agree Slightly agree Neither agree nor disagree Slightly disagree Strongly disagree Q. In the last 12 months, using the NHS Choices website has helped me be more confident when seeing a doctor or other health professional Base all who have used the NHS Choices website for personal use n=233 un-weighted base, n=5727 weighted base Confidence when dealing with health professionals • 53% of NHS Choices users say that using the website has helped them be more confident when seeing a doctor or other health professional. This is a 5% increase since Aug 2012. 53%
  • 26. 26 Customer Insight Public information 57% have used info from NHSC to make a health related choice 43% 57% Yes No 6% 2% 3% 20% 8% 2% 3% 5% 7% 7% 7% 7% 8% Eat more healthily Help you lose weight Help during pregnancy Sleep better Start an exercise programme Improve mental wellbeingbetter cope with stress Researchinformation (on healthillnessessymptoms) Stop smoking Decide to get child vaccinated Decide to go for a health screening Started running Reduce your alcohol intake Something else • 42% of personal site users have used the site to make a positive health behavioural change such as eating more healthily, taking up exercise, losing weight, stopping smoking etc. Q. In the last 12 months, have you ever used the information from NHS Choices to make a health related behavioural choice (from a specified list)? Base all who have used the NHS Choices website for personal use n=233 un-weighted base, n=5727 weighted base
  • 27. 27 Customer Insight Public information 7% 7% 7% 6% 5% 3% 2% 2% 3% 42% 9% 15% 3% 1% 3% 1% 4% 34% 8% 20% 3% 4% 6% 15%Eat more healthily Help you to lose weight Research/information on health/illnesses or symptoms Start an exercise programme Improve your mental wellbeing/better cope with stress Stop smoking Decide to get child vaccinated Decide to go for a health screening Started running (or learn how to run) Reduce your alcohol intake Other (please specify) Any health risk information Jan-13 Aug-12 Lots of evidence of the site being used to improve health Q. In the last 12 months have you ever used information from NHS Choices to do any of the following? Base all who have used the NHS Choices website for personal use n=233 un-weighted base, n=5727 weighted base
  • 28. 28 Customer Insight Public information Satisfaction, Future Usage & Advocacy
  • 29. 29 Customer Insight Public information Not sure, 6% Probably not, 1% Probably, 48% Definitely, 46% 83% are satisfied; 87% will use NHS Choices again and 76% would recommend it Neither , 11% Dissatisfied, 1% Satisfied, 64% Very satisfied, 24% Base all who have used the NHS Choices website n=282 un-weighted base, n=6982 weighted base Definitely, 43% Probably, 43% Not sure, 10% Probably not, 3% 0.3% dissatisfaction - 1.7% since March 2011 3% Unlikely to recommend (-5% since Dec 2011) 9% increase in satisfaction (88%), 94% are likely to use NHSC again and 87% would recommend it Q. Overall, how satisfied were you with the NHS Choices website? Q. How likely would you be to recommend the NHS Choices website? Q. How likely would you be to use the NHS Choices website again? • All the differences (both positive and negative) seen since August 2012 are significant differences • Across all these questions, it is good to see nobody selecting the extreme negative end of the scale with very dissatisfied or definitely not, and even the negative response we do receive is by a very small proportion, which indicates the site is meeting the needs of all users. 0.3% dissatisfaction - 1.7% since March 2011 94% Likely future usage (+3% since Aug 2012) 88% Satisfactio n (+9% since Aug 2012) 1% dissatisfaction (-1% since Aug 2012) 1% Unlikely future usage (-1% since Aug 2012) 87% Likely to recommen d (+4% since Aug 2012)
  • 30. 30 Customer Insight Public information Appendix
  • 31. 31 Customer Insight Public information 69% 31% 35% 65% 45% 55% Child/children No children 22% 34% 20% 24%24% 36% 40% 20% 20% 20% 21% 19% AB C1 C2 DE 51% 49% 57% 43% 38% Working Not working 51% 49% 50%50% 57% 43% Male Female 15% 16% 18% 12% 12% 10% 18% 19% 20% 18% 24% 23% 24% 16% 8% 3% 1% 16% 12% 10% 4% 16-24 25-34 35-44 45-54 55-64 65-74 75+ Working status Sample Structure (weighted) Base all respondents Jan 2013 n=1709 un-weighted base, n=40,773 weighted base; all who have used the internet n=1415 un-weighted base, n=35014 weighted base; used NHSC site n=282 un-weighted base, n=6982 weighted base Gender Age Socio-economic group Children 57%
  • 32. 32 Customer Insight Public information Sample structure 2/2 9% 11% 15% 17% 9% 13% 9% 8% 11% 11% 18% 9% 6% 12% 11% 11% 17% 14% 7% 11% 10% 14% 6% 15% 6% 11% 10% North East North West Yorkshire & The Humber East Midlands West Midlands East of England London South East South West 80% 19% 75% 25% 20% 81% LTC Non-LTC 81% 19% 19% 81% 21% 79% Carer Non-carer Sample Structure (weighted) Government regions Long term condition (LTC) Carer Base all respondents Jan 2013 n=1709 un-weighted base, n=40,773 weighted base; all who have used the internet n=1415 un-weighted base, n=35014 weighted base; used NHSC site n=282 un-weighted base, n=6982 weighted base
  • 33. 33 Customer Insight Public information Questions and comments to: thechoicesteam@nhschoices.nhs.uk please quote “Slideshare” in subject line

×