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

1. 1
Jeanette Attan & Kenny Deighton
April 2013
NHS Choices
- some customer insights

2. 2
Contents
•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 in
transactions
• Overall pattern
• Interest in transactions

3. 3
65% Health A-Z, Service Info 12% - Mar 2012
27.2M Site Visits / 17.9M Visitors – Mar 2012
NHS Choices: Analytics
31% Direct Traffic / 3% Homepage Entry – Mar 2012

4. 4
No 1 Health and Medical Website
NHS Choices: Analytics
No.1 destination for Cancer related searches No.1 destination for Pregnancy related searches

5. 5
Geographical search analysis driven by a
users IP address, used for recent measles
analysis.
NHS Choices: Analytics
Real-time data in a searchable repository from which we
can generate graphs, reports, and dashboards

6. 6
99k Twitter followers , 106k Facebook fans and 14m video
views on YouTube (as of March 13)
NHS Choices: Analytics
136,627 subscriptions to the Information Service for
Parents since the launch in May 2012.
DH Change4Life campaign has 37k Twitter followers
and 121k Facebook fans (as of March 13)

7. 7
All groups represented amongst
NHS Choices users, the key features are….
57% women 45% have
children under 18
82% use NHS Choices for
personal reasons
32% use NHS Choices
professionally
18% professionals use
NHS Choices for personal
reasons as well
20%
health
professionals
13%
non-health
professionals
61% C1 C2 demographic
20% AB
19% DE
48% aged 25 to 44 : 26% aged 45-64
24% under 25; 4% aged 65 or over
43% are men
* Source : TNS Face to face omnibus survey, January 2013 n= 1709 adults in England

8. 8
8
Medical and lifestyle information dominate reasons for visit
Q. Why did you come to the site today?Q. Why did you come to the site today?
67%
36%
Medical and lifestyle info
Service info
Source: NHS Choices on-site satisfaction survey, July 2012 n=2542

9. 9
Key differences in usage patterns ….
Personal site users Professional site users
27% use the site once or twice a
month or more often
68% looked up medical/lifestyle
info at their visit
32% looked up service info
68% use the site once or twice a
month or more often
52% looked up medical/lifestyle
info at their visit
53% looked up service info
Source: NHS Choices on-site satisfaction survey, July 2012 n=2542

10. Visitors give the site high overall ratings
• 87% are satisfied with the
NHS Choices site
• 88% will definitely or
probably recommend the
site
• 94% will definitely or
probably use the site again
* Source : TNS Face to face omnibus survey, January 2013 n= 1709 adults in England

11. 11
11
However ratings related to a particular visit present
some challenges….
Q. Top two box ratings for key metrics relating the visit to the site on the day of the
survey
Q. Top two box ratings for key metrics relating the visit to the site on the day of the
survey
Likely to use again
Ease of use
Info clear and easy to understand
Attractiveness
Likely to recommend
Ease of finding info/services
Very satisfied/ satisfied with visit
Accurate up to date info
Get 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
What site users like and what they
would improve
“I like that it is run by the
NHS, so it can be trust”“Information is clear and
easy to find and read”
“Helps to better
manage own/others
condition or to go for
further help”“did not say if the dentist
were actually taken on nhs
patients at this moment ”
“Could not find a
way of booking
appointment “
“Perhaps a live chat
window might be good”
“It would be great to have
more in depth information
about certain long term
health issues”
Source: NHS Choices on-site satisfaction survey, July 2012 n=2542

13. 13
Recent increase in internet health info seeking (& upward trend
in claimed spontaneous awareness and usage of NHS Choices)
* Dip caused by question change
5%
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-13
Spontaneous awareness Claimed usage
Prompted 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 England
70%
Internet
users
34%
20%
6%

14. 14
NHS.uk 40th
in Comscore ranking of top 50 websites...
amongst those aged
45-54; reach 22%
amongst those aged
55+: reach 13%
amongst those aged
24-44 year olds :
reach 18%
UK population;
reach 15%
Aged 15-24, NHS.uk
not in top 50
40th
39th
38th
32nd
40t
h
???

15. 15
Demand for online health activities
4%
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 treated
if you can't make your own
decisions
View or add information to your
health record
Communicate with your health
professional
Record your needs so the NHS
know them in advance of your
appointment
Book a GP, hospital or clinic
appointment
Ask for a repeat prescription
Look up health information
Have done online Would like to be able to do online Would prefer not to do this online Don't know
58%
53%
52%
39%
38%
42%
33%
TOTAL
have done/
would do
Q. 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
Interest in online health much lower amongst over 65s
72% 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 NHS
know them in advance of your
appointment
Record how you want to be
treated if you can't make your
own decisions
Communicate with your health
professional
View or add information to your
health record
Book a GP, hospital or clinic
appointment
Ask for a repeat prescription
Look up health information
Q. 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 do
Source : TNS CAPI face to face omnibus survey, fieldwork 10th – 14th August 2012, nationally representative sample of adults aged 16+ in England

17. 17
Online health transactions elicit gender differences in overall
interest, however ABs are twice as interested DEs in online
transactions
55%
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 DE
Record your needs so the NHS know
them in advance of your appointment
Record how you want to be treated if
you can't make your own decisions
Communicate with your health
professional
View or add information to your health
record
Book a GP, hospital or clinic
appointment
Ask for a repeat prescription
Look up health information
Q. 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 do
Source : TNS CAPI face to face omnibus survey, fieldwork 10th – 14th August 2012, nationally representative sample of adults aged 16+ in England