how gps in australia consume digital content
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Key Trends In australian Healthcare Digital MediaHow GPs in australia Consume Digital Content
[ An Audience Report ]
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Cirrus Media has been publishing content for Australian healthcare professionals for over 30 years. Each month we reach an audience of more than 40,000 unique healthcare professionals across print and digital - reaching a weekly audience of over 85% of Australian GPs.
The following information represents data we have collected from our major healthcare mastheads: Australian Doctor, Medical Observer and 6minutes on the trends of how GPs are consuming content online.
how are australian gps consuming content online?
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Digital Uptake
About
insight
This graph shows the device that our users have been utilising to access our healthcare websites from 2010 to present.
Despite a gradual decline in tablet usage, smart phones are driving a relentless growth in traffic from mobile devices. Demographics indicate that this will continue to rise.
100%
80%
60%
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0%
jan 2010 may 2015
DESKTOP MOBILE TABLET
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60%
28%
12%
who is online?About
insight
This graph shows the age group split for the readership across our healthcare sites.
Our digital readership is split almost evenly across working age GPs.
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18-24
25-34
35-44
45-54
55-64
65+
18-24 3.7%
25-34 20.2%
35-44 19.9%
45-54 21.5%
55-64 22.4%
65+ 12.3%
which devicefor who?About
insight
Here’s how our digital readers access our sites, broken out by age group.
First and foremost, for GPs between 25-44, mobile devices account for half of their usage. Having digital design and content formats optimised for mobile is critical as this proportion is likely to grow as these age groups progress.The 18-24 age group desktop usage may be because they are likely to be students studying, rather than physicians consuming on the go in their busy lifestyles.Desktop and tablet usage is stronger in the older age groups.
DESKTOP MOBILE TABLET
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90%
80%
70%
60%
50%
40%
30%
20%
10%
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18-24 25-34 35-44 45-54 55-64 65+
There are billions of people using social media daily around the world.
93% of Australian’s have used Facebook in the past year.
In one month, Cirrus Health saw it’s content generate 85,000 Facebook impressions and over 323,000 Twitter impressions.
GPs are engaging with social media just like everyone else in Australia. In fact, in a recent survey conducted by Cirrus Health, we found that 49% of Australian healthcare professionals login to Facebook everyday.
SOCIAL MEDIA AT CIRRUS HEALTH
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Social media
About
insight
In the last month, Cirrus Health has reached over 400,000 users through social media. Here’s how our sites acquire their social traffic.
As per the general population, Facebook is the king of social referral traffic for our websites, 2:1 over Twitter.
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Facebook - 63.20%
Twitter - 32.56%
LinkedIn - 2.64%
Other (Reddit, Blogger, Pinterest, Disqus) - 1.60%
social age profiles
About
insight
These graphs demonstrate the proportion of each age group utilising Facebook and Twitter to access and engage with content. Facebook being the primary social traffic source across our sites.
Facebook users clearly skew towards younger demographics, and Twitter users older. The size of the Facebook user group coming into the profession points to a Facebook future.
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25-34 42%
35-44 21%
45-54 24%
55-64 7%
65+ 6%
25-34 5.9%
35-44 24.9%
45-54 40%
55-64 16.6%
65+ 12.6%
25-34
25-34
35-44
35-44
45-54
45-54
55-64
55-64
65+
65+
Although the digital revolution has made a massive impact on how healthcare professionals access their content - print will remain an
important channel for GPs in Australia.In fact, between 75-85% of Australian GPs read Cirrus Media’s print
publications each week*.
*Medical Publications Readership 2014, Medical Publishers Association
Print is not dead!
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3 key insights
1 2 3Relentless mobile
Now at 40% of usage, mobile is on its way to being the dominant device for GPs in Australia.
digital is blind to age Our websites are accessed almost equally across the main GP age groups.
Facebook is king of social
GPs aren’t immune to Facebook and as time goes on it will only become more integral to online content consumption.
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for digital engagement with australian gps
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Get in touch with Cirrus Media directly [email protected]
Learn more about how to engage your audience through content marketing from our piece
‘The 3 Rules of Content Marketing Club’.
READ IT HERE
want to learn more about how to engage hcps in australia?
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