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Health survey
          2012
Taking a look into the
 virtual waiting room

November 13th, 2012
Content.                                                                                2




        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
Content.                                                                                                  3




   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                                                                          4




                                 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
Study background                                                                          5




                                 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
Study background                                                            6




   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
Results.                                                                            7




   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
                                                                          43% No


                                                                   2012
                                                                          6,1% No


Health survey 2012 – Taking a look into the virtual waiting room
Results.                                                                                          8




   Which channels do you use to gather information on
   health issues?
                              2010                                                          81%
                              2011                                                          81%
                              2012                                        73%
        Internet


                               2010                       9%
                               2011                                15%
           Mobile              2012                                 17%
         applications

                              2010                                              62%
                              2011                                                    64%
                              2012                                 56%
            Print

Health survey 2012 – Taking a look into the virtual waiting room
Results.                                                                              9




   What are the criteria that make an internet site with health-related
   issues credible?



   Alignment of different sources                                               48%

   Review of readers/comments                                             39%

                       Recommendations                                    38%

             Originator of the source                               30%

                      Notable institution                          28%




Health survey 2012 – Taking a look into the virtual waiting room
Results.                                                                             10




   Which websites do you consult for health-related information?




             55%
                                                       51%
                                                                   49%

                                                                         19%

Top2 figures; n=904
                                                                               12%

Health survey 2012 – Taking a look into the virtual waiting room
Results.                                                                                                                              11




   Do you use a smartphone with internet access?


                                                                      Yes: 44,4%



                                                         Importance of health information on the way

                                                                   sehr important
                                                                   Very wichtig     wichtig
                                                                                     Impor-   eher unwichtig
                                                                                               Rather          gar at all important
                                                                                                                Not nicht wichtig
                                                                                    tant      unimportant




                                                          11%          24%                     37%                       28%




Health survey 2012 – Taking a look into the virtual waiting room
Results.                                                                                                             12




       Onlooker                Networker                 Smart user      Traditionalist   Observer    Explorer
     Sporadic user            Active and self-             Active, but     Web2.0          Passive    Critical fact
                                 confident                  cautious       denier          follower    searcher

2010

         13 %                   26 %                      17 %               13%            15%           16%


2011

         12 %                   23 %                      20 %               12%            16%           18%

2012

         21 %                                                                12%                          15%
                                27 %                        18 %                              6%




 Health survey 2012 – Taking a look into the virtual waiting room
Till Winkler                                                SKOPOS
                                              Institut für Markt- und
Research Manager          Kommunikationsforschung GmbH & Co. KG
Phone: +49 (0)2233 9988                  Hans- Böckler- Straße 163
                                                         50354 Hürth
306                                    Phone: +49 (0) 2233 9988-0
                                       Fax: +49 (0) 2233 9988-111
                                                   mail@skopos.de
                                                    www.skopos.de




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SKOPOS MSL Germany's Healthcare Survey 2012 - Taking a look into the virtual waiting room

  • 1. Health survey 2012 Taking a look into the virtual waiting room November 13th, 2012
  • 2. Content. 2 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
  • 3. Content. 3 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
  • 4. Study background 4 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
  • 5. Study background 5 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
  • 6. Study background 6 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
  • 7. Results. 7 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 43% No 2012 6,1% No Health survey 2012 – Taking a look into the virtual waiting room
  • 8. Results. 8 Which channels do you use to gather information on health issues? 2010 81% 2011 81% 2012 73% Internet 2010 9% 2011 15% Mobile 2012 17% applications 2010 62% 2011 64% 2012 56% Print Health survey 2012 – Taking a look into the virtual waiting room
  • 9. Results. 9 What are the criteria that make an internet site with health-related issues credible? Alignment of different sources 48% Review of readers/comments 39% Recommendations 38% Originator of the source 30% Notable institution 28% Health survey 2012 – Taking a look into the virtual waiting room
  • 10. Results. 10 Which websites do you consult for health-related information? 55% 51% 49% 19% Top2 figures; n=904 12% Health survey 2012 – Taking a look into the virtual waiting room
  • 11. Results. 11 Do you use a smartphone with internet access? Yes: 44,4% Importance of health information on the way sehr important Very wichtig wichtig Impor- eher unwichtig Rather gar at all important Not nicht wichtig tant unimportant 11% 24% 37% 28% Health survey 2012 – Taking a look into the virtual waiting room
  • 12. Results. 12 Onlooker Networker Smart user Traditionalist Observer Explorer Sporadic user Active and self- Active, but Web2.0 Passive Critical fact confident cautious denier follower searcher 2010 13 % 26 % 17 % 13% 15% 16% 2011 12 % 23 % 20 % 12% 16% 18% 2012 21 % 12% 15% 27 % 18 % 6% Health survey 2012 – Taking a look into the virtual waiting room
  • 13. Till Winkler SKOPOS Institut für Markt- und Research Manager Kommunikationsforschung GmbH & Co. KG Phone: +49 (0)2233 9988 Hans- Böckler- Straße 163 50354 Hürth 306 Phone: +49 (0) 2233 9988-0 Fax: +49 (0) 2233 9988-111 mail@skopos.de www.skopos.de Follow us on