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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
2
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




                                                                                      3
Source: Josh Bernoff, Social Technographics: Conversationalists get onto the ladder
http://blogs.forrester.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html




                                                                                             4
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




                                                                                         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




                                                                                         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




                                                                                         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




                                                                                         8
Source: Aaron Smith, “Mobile Access 2010” (Pew Internet Project: July 7, 2010)
http://pewinternet.org/Reports/2010/Mobile-Access-2010.aspx

                                                                                 9
Source: Aaron Smith, “Mobile Access 2010” (Pew Internet Project: July 7, 2010)
http://pewinternet.org/Reports/2010/Mobile-Access-2010.aspx




                                                                                 10
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


                                                                                       11
Source: Susannah Fox, “Chronic Disease and the Internet” (Pew Internet Project: March
24, 2010)
http://www.pewinternet.org/Reports/2010/Chronic-Disease.aspx




                                                                                   12

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Segmenting the Health Consumer Population

  • 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
  • 2. 2
  • 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 3
  • 4. Source: Josh Bernoff, Social Technographics: Conversationalists get onto the ladder http://blogs.forrester.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html 4
  • 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 5
  • 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 6
  • 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 7
  • 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 8
  • 9. Source: Aaron Smith, “Mobile Access 2010” (Pew Internet Project: July 7, 2010) http://pewinternet.org/Reports/2010/Mobile-Access-2010.aspx 9
  • 10. Source: Aaron Smith, “Mobile Access 2010” (Pew Internet Project: July 7, 2010) http://pewinternet.org/Reports/2010/Mobile-Access-2010.aspx 10
  • 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 11
  • 12. Source: Susannah Fox, “Chronic Disease and the Internet” (Pew Internet Project: March 24, 2010) http://www.pewinternet.org/Reports/2010/Chronic-Disease.aspx 12