The document summarizes the results of a 2012 health survey of German internet users. It found that over 90% now look for health information online, up from 57% in 2011. Top sources included doctor/medical websites, health portals, and pharmacies. Credibility factors included alignment of information from different sources and positive reader comments. Usage of smartphones for health information grew, and users are taking a more active role by reading comments and visiting multiple sites. Behavioral patterns among users were also identified.

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
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