This document discusses segmenting the health consumer population. It begins by looking at how consumers engage with different online activities and technologies over time, from basic email and search to social media creation and advanced communication. It then examines different types of mobile users and their device usage. Finally, it explores how people access health information online, including through social networks, and how those with chronic conditions use the internet for health resources and support.

1. Segmenting the Health Consumer
Population
A presentation prepared by Susannah Fox
for Strategic Social Media for Healthcare
July 28, 2010
All Pew Internet Project studies are available for free on our site:
http://pewinternet.org/
Health research:
http://www.pewinternet.org/topics/Health.aspx
Questions or comments:
sfox@pewinternet.org
@SusannahFox
202-419-4511

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3. Source: Sydney Jones and Susannah Fox, “Generations Online: Charts” (Jan. 28, 2009)
http://pewinternet.org/Presentations/2009/Generations-Online-in-2009.aspx
Active engagement
with social media
(visit SNS, create SNS profile,
create blogs)
More advanced online
entertainment
(download videos, music and
podcasts)
More advanced
communication and passive
social media use
Basic online entertainment
(online videos, playing games)
E-commerce
(online shopping, banking, and travel reservations)
Research and information gathering
(product research, news, health and religious information searches)
Email and search
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4. Source: Josh Bernoff, Social Technographics: Conversationalists get onto the ladder
http://blogs.forrester.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html
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5. Source: John Horrigan, “The Mobile Difference” (Pew Internet Project: March 25, 2009). See:
http://www.pewinternet.org/Reports/2009/5-The-Mobile-Difference--Typology.aspx
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6. Source: John Horrigan, “The Mobile Difference” (Pew Internet Project: March 25, 2009). See:
http://www.pewinternet.org/Reports/2009/5-The-Mobile-Difference--Typology.aspx
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7. Source: John Horrigan, “The Mobile Difference” (Pew Internet Project: March 25, 2009). See:
http://www.pewinternet.org/Reports/2009/5-The-Mobile-Difference--Typology.aspx
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8. Source: John Horrigan, “The Mobile Difference” (Pew Internet Project: March 25, 2009). See:
http://www.pewinternet.org/Reports/2009/5-The-Mobile-Difference--Typology.aspx
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9. Source: Aaron Smith, “Mobile Access 2010” (Pew Internet Project: July 7, 2010)
http://pewinternet.org/Reports/2010/Mobile-Access-2010.aspx
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10. Source: Aaron Smith, “Mobile Access 2010” (Pew Internet Project: July 7, 2010)
http://pewinternet.org/Reports/2010/Mobile-Access-2010.aspx
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11. Source: Susannah Fox, “The Social Life of Health Information” (Pew Internet Project:
June 11, 2009)
http://pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx
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12. Source: Susannah Fox, “Chronic Disease and the Internet” (Pew Internet Project: March
24, 2010)
http://www.pewinternet.org/Reports/2010/Chronic-Disease.aspx
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