Nhs.uk traffic and customer insights april 2013

1

Jeanette Attan & Kenny Deighton

April 2013

NHS Choices - some customer insights

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

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

No 1 Health and Medical Website


No.1 destination for Cancer related searches No.1 destination for Pregnancy related searches

5

Geographical search analysis driven by a users IP address, used for recent measles analysis.


Real-time data in a searchable repository from which we can generate graphs, reports, and dashboards

6

99k Twitter followers , 106k Facebook fans and 14m video views on YouTube (as of March 13)


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

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

88

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

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


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


1111

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%)


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”


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

*


70%

Internet users

34%

20%

6%

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

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 treatedif you can't make your own

decisions

View or add information to yourhealth record

Communicate with your healthprofessional

Record your needs so the NHSknow them in advance of your

appointment

Book a GP, hospital or clinicappointment

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

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 NHSknow them in advance of yourappointment

Record how you want to betreated if you can't make yourown decisions


View or add information to yourhealth record





% have done already / would like to do


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 knowthem in advance of your appointment

Record how you want to be treated ifyou can't make your own decisions


View or add information to your healthrecord





% have done already / would like to do


Nhs.uk traffic and customer insights april 2013

Health & Medicine

Transcript of Nhs.uk traffic and customer insights april 2013