Nhs.uk traffic and customer insights april 2013

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General overview of NHS Choices' users and traffic - snapshot from April 2013.

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  • USE OR DELETE
  • Reach a wide range of people but some key groups under-represented: Older people DEs Men
  • Reach a wide range of people but some key groups under-represented: Older people DEs Men
  • A snapshot of what people say about the site NHS branding is important to site users Other surveys have shown around half site users have used the site in conjunction with GP appointments with great beneficial effect, the challenge is to get more people to do this Some evidence people want transactional information
  • Webtrends data October 2012 Visitors 13,825,248 Visitors Who Visited Once 1 0,808,423 Visitors Who Visited More Than Once 3,016,825
  • Nhs.uk traffic and customer insights april 2013

    1. 1. 1Jeanette Attan & Kenny DeightonApril 2013NHS Choices- some customer insights
    2. 2. 2Contents•Web analytics overview• Webtrends• Hitwise•Site user insights• Who uses the site• What people use the site for• What people think of the site•Health information market overall and interest intransactions• Overall pattern• Interest in transactions
    3. 3. 365% Health A-Z, Service Info 12% - Mar 201227.2M Site Visits / 17.9M Visitors – Mar 2012NHS Choices: Analytics31% Direct Traffic / 3% Homepage Entry – Mar 2012
    4. 4. 4No 1 Health and Medical WebsiteNHS Choices: AnalyticsNo.1 destination for Cancer related searches No.1 destination for Pregnancy related searches
    5. 5. 5Geographical search analysis driven by ausers IP address, used for recent measlesanalysis.NHS Choices: AnalyticsReal-time data in a searchable repository from which wecan generate graphs, reports, and dashboards
    6. 6. 699k Twitter followers , 106k Facebook fans and 14m videoviews on YouTube (as of March 13)NHS Choices: Analytics136,627 subscriptions to the Information Service forParents since the launch in May 2012.DH Change4Life campaign has 37k Twitter followersand 121k Facebook fans (as of March 13)
    7. 7. 7All groups represented amongstNHS Choices users, the key features are….57% women 45% havechildren under 1882% use NHS Choices forpersonal reasons32% use NHS Choicesprofessionally18% professionals useNHS Choices for personalreasons as well20%healthprofessionals13%non-healthprofessionals61% C1 C2 demographic20% AB19% DE48% aged 25 to 44 : 26% aged 45-6424% under 25; 4% aged 65 or over43% are men* Source : TNS Face to face omnibus survey, January 2013 n= 1709 adults in England
    8. 8. 88Medical and lifestyle information dominate reasons for visitQ. Why did you come to the site today?Q. Why did you come to the site today?67%36%Medical and lifestyle infoService infoSource: NHS Choices on-site satisfaction survey, July 2012 n=2542
    9. 9. 9Key differences in usage patterns ….Personal site users Professional site users27% use the site once or twice amonth or more often68% looked up medical/lifestyleinfo at their visit32% looked up service info68% use the site once or twice amonth or more often52% looked up medical/lifestyleinfo at their visit53% looked up service infoSource: NHS Choices on-site satisfaction survey, July 2012 n=2542
    10. 10. Visitors give the site high overall ratings• 87% are satisfied with theNHS Choices site• 88% will definitely orprobably recommend thesite• 94% will definitely orprobably use the site again* Source : TNS Face to face omnibus survey, January 2013 n= 1709 adults in England
    11. 11. 1111However ratings related to a particular visit presentsome challenges….Q. Top two box ratings for key metrics relating the visit to the site on the day of thesurveyQ. Top two box ratings for key metrics relating the visit to the site on the day of thesurveyLikely to use againEase of useInfo clear and easy to understandAttractivenessLikely to recommendEase of finding info/servicesVery satisfied/ satisfied with visitAccurate up to date infoGet all or most of what wanted(86%)(84%)(81%)(78%)(77%)(76%)(71%)(68%)(63%)Source: NHS Choices on-site satisfaction survey, July 2012 n=2542
    12. 12. 12What site users like and what theywould improve“I like that it is run by theNHS, so it can be trust”“Information is clear andeasy to find and read”“Helps to bettermanage own/otherscondition or to go forfurther help”“did not say if the dentistwere actually taken on nhspatients at this moment ”“Could not find away of bookingappointment ““Perhaps a live chatwindow might be good”“It would be great to havemore in depth informationabout certain long termhealth issues”Source: NHS Choices on-site satisfaction survey, July 2012 n=2542
    13. 13. 13Recent increase in internet health info seeking (& upward trendin claimed spontaneous awareness and usage of NHS Choices)* Dip caused by question change5%17%29%60%0%10%20%30%40%50%60%70%Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12 Jan-13Spontaneous awareness Claimed usagePrompted awareness (Hompage & site pages shown) Use the internet to look up health info** Source : TNS Face to face omnibus survey, January 2013 n= 1709 adults in England70%Internetusers34%20%6%
    14. 14. 14NHS.uk 40thin Comscore ranking of top 50 websites...amongst those aged45-54; reach 22%amongst those aged55+: reach 13%amongst those aged24-44 year olds :reach 18%UK population;reach 15%Aged 15-24, NHS.uknot in top 5040th39th38th32nd40th???
    15. 15. 15Demand for online health activities4%10%10%31%32%36%35%40%42%43%27%61%60%58%54%47%45%39%5%3%3%3%2%2%2%1%2%2%Record how you want to be treatedif you cant make your owndecisionsView or add information to yourhealth recordCommunicate with your healthprofessionalRecord your needs so the NHSknow them in advance of yourappointmentBook a GP, hospital or clinicappointmentAsk for a repeat prescriptionLook up health informationHave done online Would like to be able to do online Would prefer not to do this online Dont know58%53%52%39%38%42%33%TOTALhave done/would doQ. In the last 12 months have you, or would you like to be able to….Q. In the last 12 months have you, or would you like to be able to….Source : TNS CAPI face to face omnibus survey, fieldwork 10th – 14th August 2012, nationally representative sample of adults aged 16+ in England
    16. 16. 16Interest in online health much lower amongst over 65s72% 71% 66%54%38%14%53%60% 63% 66%60%51%30%12%52%58% 63%64%58%51%30%8%38%41%50%49%44%31%19%6%39%46%49% 49%48%33%20%8%42%45%56% 55%52%35%24%7%33%37%45% 45%36%32%17%58% 69%3%Total 16-24 25-34 35-44 45-54 55-64 65-74 75+Record your needs so the NHSknow them in advance of yourappointmentRecord how you want to betreated if you cant make yourown decisionsCommunicate with your healthprofessionalView or add information to yourhealth recordBook a GP, hospital or clinicappointmentAsk for a repeat prescriptionLook up health informationQ. In the last 12 months have you, or would you like to be able to….Q. In the last 12 months have you, or would you like to be able to….% have done already / would like to doSource : TNS CAPI face to face omnibus survey, fieldwork 10th – 14th August 2012, nationally representative sample of adults aged 16+ in England
    17. 17. 17Online health transactions elicit gender differences in overallinterest, however ABs are twice as interested DEs in onlinetransactions55%74% 65%50% 42%53% 51%55%70%61%43%31%52%49%53%70%58%43%30%38%36%39%50%45%26%24%39%41%38%54%44%32%22%42%45%41%58%50%32%27%33% 35%33%45%37%28%22%58% 62%Total Male Female AB C1 C2 DERecord your needs so the NHS knowthem in advance of your appointmentRecord how you want to be treated ifyou cant make your own decisionsCommunicate with your healthprofessionalView or add information to your healthrecordBook a GP, hospital or clinicappointmentAsk for a repeat prescriptionLook up health informationQ. In the last 12 months have you, or would you like to be able to….Q. In the last 12 months have you, or would you like to be able to….% have done already / would like to doSource : TNS CAPI face to face omnibus survey, fieldwork 10th – 14th August 2012, nationally representative sample of adults aged 16+ in England

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