NHS Choices mobile users satisfaction survey
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NHS Choices mobile users satisfaction survey

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A report of web survey amongst NHS Choices site users who access the site using a mobile devices. The report looks at the experience of users when using different devices and includes data on mobile ...

A report of web survey amongst NHS Choices site users who access the site using a mobile devices. The report looks at the experience of users when using different devices and includes data on mobile usage

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NHS Choices mobile users satisfaction survey NHS Choices mobile users satisfaction survey Presentation Transcript

  • Customer Insight Public information Survey Fieldwork: January 2013 Web Analytics: January–June 2013 Mobile Users satisfaction survey 2013
  • Customer Insight Public information 2 This research sought to increase our understanding of … The type of mobile and tablet devices used to access NHSC Slides 6/7 Where users tend to access NHSC on mobile and tablet devices Slide 8 The frequency in which NHSC is accessed on mobile and tablet devices Slide 9 The route users take to NHSC using mobile and tablet devices Slide 10 Mobile and tablet users’ typical (and specific) reasons for visiting NHSC Slide 11 Whether mobile and tablet users can get what they want from NHSC Slide 12 Mobile and tablet users’ satisfaction and advocacy of NHSC Slide 13 Mobile and tablet users’ feedback on the activities they carry out via NHSC Slide 14 Whether users switch between devices when accessing NHSC Slide 15 Any problems mobile and tablet users’ encounter when visiting NHSC Slide 16 The likelihood that mobile and tablet users will visit NHSC again Slide 17 The types of activities users would be likely to carry out using a mobile app Slide 18
  • Customer Insight Public information 3 Key findings • Tablets: the majority of NHSC visitors use Apple devices (i.e. iPad/iPad mini) • Mobiles: most NHSC visitors use either Apple or Android devices  Apple devices account for a higher proportion of visits to NHSC than would be expected from their market share • Mobile and tablet users mainly access NHSC at home • The majority of mobile and tablet users navigate to NHSC via search engines • Mobile and tablet users visit NHSC to check symptoms and seek medical info/ help managing conditions • The majority of mobile and tablet users ‘get what they want’ from NHSC • Satisfaction & advocacy is highest among tablet users  They are more positive than mobile users with regard to the activities they carry out via NHSC e.g. watching video, searching for content • The majority of mobile and tablet users don't switch devices during their visit • One in three mobile and one in five tablet users have encountered a problem  Among these, both mobile and tablet users cite navigation and Flash issues  Mobile users also note device stability and text/image resizing problems  Tablet users encounter problems finding content and using the website’s tools  Half of those that encounter a problem ‘expect better’ from NHSC • However, the vast majority say they will visit again using either a mobile or tablet
  • Customer Insight Public information Main findings
  • Customer Insight Public information 5 Some market context: over half the population now own a smartphone, while one in four own a tablet Smartphone ownership – Q1, 2013 53%own a smartphone (net) = 21% = 20% = 13% Market summary: Ownership of iPhone and Blackberry devices is stable whereas Android ownership is increasing. iPhone ownership is highest among women aged 35+ at 30% Tablet ownership – Q1, 2013 25%own a tablet (net) = 16% = 10% Market summary: The tablet market is increasing – 25% of the adult population now own one. Ownership of any tablet is highest among men aged 35+ at 36% X Source: Ipsos MediaCT Technology Tracker, Quarter 1 2013. Base: GB adults aged 15+ (1,024), 8-15 February ‘13
  • Customer Insight Public information 6 Web analytics show half of visitors use a mobile or tablet to access NHSC – Apple devices are most commonly used Operating System used to access NHSC Base: all unique visits to NHS Choices (97,939,782), 1 January–19 June ‘13 Devices used to access NHSC Desktop PC/Laptop Windows (88%) Mac (12%) Mobile/Tablet Apple (69%) Android (27%) Blackberry (4%) Other devices/unknown, Top 5 Browsers used to access NHSC Safari 38% Internet Expl. 20% Chrome 17% Firefox 6% Android Stock 13%
  • Customer Insight Public information 7 The online survey also shows that Apple devices account for most of the mobiles and tablets used to access NHSC Q. Which of the following devices have you ever used to look up online health information on NHS Choices? 49% 37% 6% 67% 22% 5% 3.5 /less 3.6 - 4 4.1 /above 7 /less 7.9 – 8.9 9 /above 17% 6% 75% 58% 16% 21% Tablet type Tablet screen size (inches) Mobile type Base: all responding NHS Choices website visitors (509), 4-21 January ‘13 Base: all responding mobile users (214) / responding tablet users (218), 4-21 January ‘13 MULTICODE. Mobile screen size (inches)
  • Customer Insight Public information 8 Mobile and tablets users mainly access NHSC at home, while a minority of mobile users access the website on the move Q. Where do you typically access NHS Choices using a: a) mobile device, b) tablet? Mobile Tablet Home Work On the move School, college, uni 69% 9% 15% 6% 91% 2% 3% 3% Base: all responding mobile users (206) / responding tablet users (215), 4-21 January ‘13 SINGLE CODE FOR EACH DEVICE.
  • Customer Insight Public information 9 The majority are recent visitors to NHSC + semi-regular users of the website Q. When was the last time you visited NHS Choices (www.nhs.uk) using a … Base: all responding desktop PC/Laptop/Netbook users (189) / responding mobile users (201) / responding tablet users (208), 4-21 January ‘13 SINGLE CODE FOR EACH DEVICE. Q. How often do you access NHS Choices (www.nhs.uk) using a … Base: all responding desktop PC/Laptop/Netbook users (189) / responding mobile users (202) / responding tablet users (204), 4-21 January ‘13 SINGLE CODE FOR EACH DEVICE. Broadly in- in line with NHSC customer satisfaction survey
  • Customer Insight Public information 10 Mobile and tablet users mainly navigate to NHSC via search engines Base (Mobile): all responding mobile users (204) / responding tablet users (215), 4-21 January ’13. Base (NHSC customer sat. survey): all respondents (3,147), May ‘13 SINGLE CODE FOR EACH. Mobile Tablet Search engine Typed address Bookmarks 82% 7% 5% 79% 11% 6% Q. How do you typically navigate to NHS Choices using a: a) mobile device, b) tablet? % NHSC Customer Sat. Survey, May 2013 78% 10% 4%
  • Customer Insight Public information 11 Mobile and tablet users who visit NHSC tend to check symptoms and seek medical info/ help managing conditions Base: all responding mobile users (212) / responding tablet users (218), 4-21 January ‘13 Q. Why do you typically visit NHS Choices using a: a) mobile, b) tablet? MULTICODE FOR EACH DEVICE. TOP 10 REASONS FOR VISIT Q. Which service(s), if any, were you seeking information about when you most recently visited NHS Choices using a : a) mobile, b) tablet?: Mobile Tablet GP Hospital Walk-in Other None MULTICODE. 23% 13% 10% 11% 48% 15% 10% 5% 8% 61%
  • Customer Insight Public information 12 “Information regarding medication during pregnancy” The majority of mobile and tablet users get what they want from NHSC Q. Did you get what you wanted when you most recently visited NHS Choices using a: a) mobile device, b) tablet? SINGLE CODE FOR EACH DEVICE. Q. What couldn't you get from your most recent visit to NHS Choices using a: a) mobile device, b) tablet? Mobile Tablet “Symptom checker hard to use” “Not very easy to navigate so did not manage to get to everything” “Information on things relating to my assignment” “Specific information about what is available in my area” “Flash player would not work” “Detailed advice on managing my child's ear pain” “I had hoped to access a calorie counter” Base: all responding mobile users (65) / responding tablet users (62) who did not get everything they wanted from NHS Choices, 4-21 January ‘13 Base: all responding mobile users (212) / responding tablet users (218) OPEN QUESTION.
  • Customer Insight Public information 13 Satisfaction & advocacy is highest among tablet users Satisfaction and Advocacy SINGLE CODE FOR EACH DEVICE. User experience Content attributes % Very satisfied / Satisfied, % Definitely / Probably recommend % Very good / Good % Very good / Good Base (Q. Satisfaction): all responding mobile users (205) / responding tablet users (213). Base (Q. Advocacy): all responding mobile users (207) / responding tablet users (213) / Base (Q. User experience): all responding mobile users (212) / responding tablet users (218), 4-21 January ‘13 Base (NHSC customer satisfaction survey): all respondents (3,147), May ‘13 % NHSC Customer Sat. Survey, May 2013 71% 79% 77% N/A N/A 76% 80% 84% 68%
  • Customer Insight Public information 14 Tablet users report a more positive experience when carrying out activities on NHSC – particularly watching videos Q. We would like to find out about your experience of each of these on NHS Choices SINGLE CODE FOR EACH DEVICE. Base: all responding mobile users / responding tablet users who have used each feature (as stated), 4-21 January ‘13. * Small base / ^ Very small base – use results with caution. % Very good/ Good amongst those using Base 199 190 191 181 108 81* 95* 75* 201 194 182 181 87* 50^ 75^ 47^
  • Customer Insight Public information 15 The majority of mobile and tablet users don't switch devices during their visit – those that do tend to switch from mobile to laptop Q. Thinking about when you most recently switched between device types when trying to find information using NHS Choices, please indicate the: Device started with Device you switch to SINGLE CODE SINGLE CODE Q. Have you ever switched between devices when trying to find information using NHS Choices? Base: Q. Device started with – respondents who have switched (86)*, Q. Device switched to – respondents who have switched (85)*, 4-21 January ’13 * Small base - use results with caution. Base. all responding mobile and tablet users (345) SINGLE CODE
  • Customer Insight Public information 16 One in three mobile users and one in five tablet users have encountered a problem – mainly due to navigation and/or Flash issues Q. Please indicate the extent to which you agree or disagree with the statements below in terms of the most recent problem you encountered while visiting NHS Choices on a: a) mobile, b) tablet? Base: All responding mobile device (71)* and tablet users (41)^ who have ever encountered a problem, 4-21 January ’13. * Small base / ^ Very small base – use results with caution. % Strongly agree/ Agree SINGLE CODE FOR EACH DEVICE. Q. Still thinking about the most recent problem you encountered when visiting NHS Choices on a tablet, did this problem cause you to: SINGLE CODE FOR EACH DEVICE. % Yes Q. What problems, if any, have you ever encountered when visiting NHS Choices on: a) a mobile, b) a tablet? Mobile Tablet “Similar to my problems on mobile - no optimised version or use of responsive design techniques” “Entering info in the BMI checking tool was quite fiddly” “Page freezes very often” “Content held in flash does not work” “Getting to different pages is difficult as links are very small to touch on a mobile” “The screen and content does not resize to fit the device” “You have video and slides still held in flash which does not work on apple devices” “My mobile device kept crashing” OPEN ENDED.
  • Customer Insight Public information 17 The vast majority will visit NHSC again using a mobile or tablet – and an app is likely to improve their experience… Base: All responding mobile device (56) and tablet users (38), 4-21 January ‘13 Q. How likely are you to visit NHS Choices again using a: a) mobile device, b) tablet? SINGLE CODE FOR EACH DEVICE. Base: all responding mobile users (209) / responding tablet users (215) Q. What changes, if any, to NHS Choices would improve the experience for users of: a) mobile devices, b) tablets? OPEN QUESTION. “Make a mobile website or an app” Mobile Tablet “Simplify the layout” “Text needs to resize itself to fit my mobile's screen size” “Please make the website more stable for mobile devices” “An NHS choices app specifically designed for tablets” “Access to all content e.g. tools and videos” “Having a health practitioner to chat with via text” “Videos which do not rely on Flash player” 95% 86%
  • Customer Insight Public information 18 Mobile and tablet users are twice as likely to use an NHSC app for info on medicine/a condition than to comment on a service Q. Mobile applications can be downloaded to smartphone and tablet devices. They allow users to access content, information, products and services through a clear and tailored interface. How likely is it that you would use a mobile application (app) to do the following? SINGLE CODE FOR EACH STATEMENT 72% 73% 53% 34% Base. all responding mobile and tablet users (345), 4-21 January ‘13
  • Customer Insight Public information 19 Appendices
  • Customer Insight Public information Respondent details 90% use site for personal reasons Q. Are you…? Q. How old are you? Q. Which of the following best describes the reason why you generally visit NHS Choices? SINGLE CODE. SINGLE CODE. SINGLE CODE. Base: all responding NHS Choices website visitors (508), 4-21 January ‘13 14% use site for professional reasons
  • Customer Insight Public information 21 Technical details NHSC Mobile Website Survey • 509 NHS Choices website users took part in this research • Pop-up links to the survey we’re hosted on a number of highly visited NHS Choices pages • The survey was conducted between 4th and 21st January 2013 • The completion rate was 29% (509 completes out of 1733 surveys started) • Results are based on all respondents who completed the survey, and exclude ‘not stated’ responses i.e. where questions were not answered • Where results do not sum to 100% this is due to either computer rounding or questions that allow multi code responses • Results based on a small number of respondents should be treated with caution, and are noted where applicable NHSC Web Analytics • Operating system and browser type are collected using WebTrends analytics • The findings are based on 97,939,782 unique visits to NHSC during the period 1st January–19th June 2013 NHSC Customer Satisfaction Survey – Wave 7 • Findings are based on all respondents (3,147) to the NHSC online customer satisfaction survey, May 2013 Ipsos MediaCT Technology Tracker – Q1, 2013 • Findings are based on GB adults aged 15+ • 1,024 face-to-face interviews took place between 8th–15th February 2013
  • Customer Insight Public information 22 Questions and comments to: thechoicesteam@nhschoices.nhs.uk please quote “Slideshare” in subject line