jan 2013 nhs choices awareness and usage tracking survey
DESCRIPTION
Report of a general public omnibus survey face to face omnibus survey to measure awareness and usage of the NHS Choices site. The survey also profiles site users and measures satisfaction, advocact and likely repeat usage.TRANSCRIPT
1 Customer Insight Public information
April 2013
NHS Choices awareness and usage
tracking
Jan 2013 : Wave 8
2 Customer Insight Public information
Contents
• Introduction
• Research objectives
• Sample and methodology
• Summary
• Internet Usage
• Prevalence & frequency
• Online Health Information & Apps
• Usage and interest in using the internet for health info and communication with NHS/health professionals
• Perceptions of reliability and usefulness of the internet for health info
• Devices used
• Current and future health app behaviour
• Awareness & Usage of NHSC
• Comparisons with other websites, benchmarked against previous years
• Site Users
• Profile of personal and professional users
• Evidence of behaviour change
• Impact on confidence
• Use of site to reduce health risk
• Satisfaction, Future Usage & Advocacy
• Comparisons with previous years and the pop up satisfaction survey
• Appendix
3 Customer Insight Public information
Research Objectives
Benchmark the use of the internet, particularly for health information
Understand frequency of internet usage among the general population
Understand how people currently perceive and use online health information
Track how the pattern of internet usage for health information is changing, including the devices used, and the uptake of health apps
Understand the profile and needs of current users
Understand the profile of site users compared with the general population
Explore how many different people users have looked up health information for on NHS Choices
Understand how the site is meeting the needs of current users and how satisfied they are
Establish attitudinal and behavioural information of users
Track awareness and usage of the NHS Choices website
Track the awareness and usage of NHS Choices compared with previous waves of the survey
4 Customer Insight Public information
Sample and Methodology
Type of survey Omnibus survey conducted by TNS
Methodology CAPI (computer assisted personal interviewing)
Conducted in respondents homes
Fieldwork dates 18th – 22nd January 2013
Sample Total sample n=1709
Results weighted to provide total population figures
Sample structure can be found in the appendix
Sample distribution Nationally representative sample of the general public in England (only adults aged
16+ included in the sample)
Previous research
conducted
Previous waves of the public research omnibus survey have been conducted as
follows:
Wave 1: Sept 2007 (Ipsos MORI survey)
Wave 2: Dec/Jan 2008 (Ipsos MORI survey)
Wave 3: Oct 2009 (TNS survey)
Wave 4: June 2010 (TNS survey)
Wave 5: March 2011 (TNS survey)
Wave 6: Dec 2011 (TNS survey)
Wave 7 : August 2012 (TNS survey)
Sample and Methodology
5 Customer Insight Public information
Internet usage in the past 3 months has increased from 80% in August 2012 to 83%, and 80% of those people use it on a daily basis
60% of the population have looked up health information online
65% of people trust NHS websites
Summary #1
Use of the internet for health information
Awareness and usage of the NHS Choices website
Spontaneous awareness of NHS Choices has decreased from 7% in August 2012 to 5% , but total prompted awareness (name and screenshots shown) has increased by 1% to 28%
Total usage has increased by 2% to 17%
Usage of health apps and future uptake
18% have downloaded a health app – which is almost 7.5 million people!
The most popular are those that help people to lose weight, start an exercise programme or eat more healthily.
When asked what people would like an app for, it was all of the above and also being able to book GP appointments or order repeat prescriptions.
6 Customer Insight Public information
32% of NHSC users are professional users (including 18% that also use it for personal reasons), which shows a significant increase of 10% since Aug 2012
The proportion of those using NHSC only for personal reasons has decreased from 75% to 64% since Aug 2012.
However, the proportion of professional users that also use it for personal reasons has increased, therefore the total percentage of personal users is currently 82% (only a 5% decrease since August 2012)
Personal users are more likely to be female, aged 16-44 and C1
9 out of 10 users have used NHSC on behalf of others, with each user looking up information for approx 3 other people in addition to themselves
Satisfaction has increased by 9% since August 2012 to 88%. Advocacy (87%) and likelihood to use again (94%) has increased by 4% and 3% respectively.
In terms of behaviour and attitude change:
There has been a 5% increase since August 2012 in those that say NHSC improves their confidence when seeing a health professional (53%)
Summary #2
The profile and needs of current users
7 Customer Insight Public information
Internet Usage
8 Customer Insight Public information
17% 14%
32% 29%
55%
45%
4% 3%
29% 28%
18%12%
3%3%
4%5%
5%
6%
2% 1%
5% 4%
2%
3%
80% 83%
63% 66%
94% 96%
66% 68%
80%85%
39% 49%
Aug
2012
Jan
2013
Aug
2012
Jan
2013
Aug
2012
Jan
2013
Aug
2012
Jan
2013
Aug
2012
Jan
2013
Aug
2012
Jan
2013
Yes,
within
the last 3
months
Yes, but
longer
than 3
months
ago
Never
used
DE Socio-economic group Total Parents LTC
+3% shift
+10% shift
+2% shift
Carer
+3% shift +5% shift
Q. How recently have you used the internet?
Base all respondents n=1709 un-weighted base, n=40,773 weighted base
• The proportion of DE’s who have accessed the internet in the previous 3 months has increased by 3%
• 10% more people over the age of 65 years are now using the internet.
• Most parents have accessed the internet in the previous 3 months (2% increase from 94% in Aug 2012 to 96% this wave)
• Two thirds (68%) of those with a long term condition have accessed the internet in the past 3 months which is a 2% since
Aug 2012
• 85% of carers have accessed the internet in the past 3 months, which is a 5% rise since Aug 2012
83% have used the internet in the last 3 months
+2% shift
65+ years
9 Customer Insight Public information
Daily
81%
Less often
3%
Once a month
1%
Once a week
4%
Once a fortnight
1%
Every 2 or 3 days
10%
Base all who have used the internet n=1415 un-weighted base, n=35014 weighted base
81% of those who have used the internet do so on a daily basis
Q. How frequently do you use the internet?
• The proportion of the general public who use the internet daily (81%) has increased by 2%, and is the first increase in a
few years.
• Males are significantly more likely to use the internet daily in comparison to females (84% v’s 77%)
• The following groups are significantly more likely to use the internet on a daily basis than the general population:
• Parents (88%)
• 16-44 year olds (89%)
• ABC1’s (85%)
• 89% of those that look up health information online use the internet daily, similar to Dec 2011 (88%)
10 Customer Insight Public information
Online Health Information
& Apps
11 Customer Insight Public information
60% have used the internet to look up health
information
Base all respondents n=1709 un-weighted base, n=40773 weighted base
• This is a 10% increase since Dec 2011 (it is not directly
comparable to Aug 2012 as the question was asked
differently)
• There is only a 3% difference between men (59%) and
women (62%) that have used the internet to look up
health information.
• Interestingly, those with long term conditions are less
likely to use the internet to look up health information
(55%) than those with none (62%)
• Parents are more likely to use the internet to look up
health information (74% v’s 54%)
• When you look at internet users, the percentage
looking up health information online increases to 70%,
which is similar to the recent OFCOM adult media use
and attitudes report, which shows 75% look up health
information online.
12 Customer Insight Public information
61% find online health information useful and the perceived reliability
of NHS info is 17% higher than other health information sites in general
12% 35% 34% 7%12%
Agree Strongly Agree Slightly Neither agree nor disagree Disagree Slightly Disagree Strongly
I trust the reliability
of health
information on an
NHS website
I trust the reliability
of health
information on the
internet in general
Q. How much do you agree or disagree with the following statements about using the internet to look up health information?
I find health
information on the
internet useful
37% 28% 29% 3%3%
25% 35% 28% 5%5%
Base all respondents n=1709 un-weighted base, n=40,773 weighted base
48%
65%
61%
+2%
+4%
Change since Aug 12
+2%
13 Customer Insight Public information
3%
Variety of devices used to access health information
Q. Which of the following devices have you ever looked up health information on?
Base all who have used the internet to look up health information n=967 un-weighted base, n=24664 weighted base
44% 70%
17%
Other portable device
(e.g. PSP, iTouch) 3%
27%
+7%
-2%
Change since Aug 12
+8%
+6%
+2%
14 Customer Insight Public information
30% have bought or are interested in buying a health app
1%
0%
2%
8%
7%
6%
3%
2%
4%
7%
3%
2%
1%
3%
2%
6%
5%
1%
1%
1%
2%
2%
2%
2%
4%
1%
Eat more healthily
Start an exercise programme
Help you lose weight
Started running
Help during pregnancy
Sleep better
Make booking or ask for repeat
prescription from GP
Improve mental wellbeing\better cope
with stress
Stop smoking
Provide feedback on services
Find local service
Reduce alcohol intake
Something else
Purchased/Downloaded App
Future Interest in App
• 18% have downloaded any health
related app. That is almost 7.5 million
people across England.
• 24% would be interested to download a
health related app in future, which takes
that up to almost 10 million people
Q. Have you ever purchased or downloaded any health related apps to do the following…?
Q. Would you be interested in a health related app to do the following…?
Base all respondents n=1709 un-weighted base, n=40773 weighted base
15 Customer Insight Public information
NHS Choices: Awareness & Usage
16 Customer Insight Public information
• 49% of respondents said they had heard of any NHS website
• There remains some confusion about NHS sites with 11% not sure specifically which NHS/public site they were
aware of - some of these could have been NHS Choices
• NHS Choices awareness is down 2% since Aug 2012, but Google and Boots WebMD have also decreased by the same
amount
5% have heard of NHS Choices although more may have been aware of
it but not known its specific name
33%
3%
2%
4%
3%
3%
2%
35%
16%
10%
6%
4%
4%
5%
5%
3%
3%
38%
17%
9%
9%
7%
7%
6%
6%
5%
3%
39%
15%
11%
9%
5%
6%
7%
7%
3%
2%
6%
NHS Direct
- An NHS/public site
not sure which
Bupa
NHS Choices
Directgov
Wikipedia
BBC Health
Boots WebMD
Netdoctor
March 2011
Dec 2011
Aug 2012
Jan-13
Q. Which health information websites, if any, have you heard of? (spontaneous awareness)
Base all respondents n=1709 un-weighted base, n=40,773 weighted base
-2%
since Aug 2012
17 Customer Insight Public information
28%
9%
6%
3%
4%
5%
3%
3%
35%
29%
12%
9%
6%
6%
7%
5%
4%
3%
39%
33%
15%
14%
8%
8%
7%
5%
5%
3%
37%
26%
12%
10%
6%
8%
9%
3%
4%
4%
NHS Direct
Wikipedia
Directgov
Bupa
NHS Choices
BBC Health
Netdoctor
Boots WebMD
NHS/public site - not sure which
March 2011
Dec 2011
Aug-12
Jan-13
There is no change in usage of the site since June 2010
43% (-5%)
31% (-9%)
14% (-5%)
11% (-6%)
7% (-3%)
10% (=%)
10% (+1)
4% (-2%)
5% (-1%)
5% (+1)
Internet users (+/-/= change since Aug 2012)
No change
since Aug 2012
General Public
Q. Which of these health information websites have you used in the last 12 months?
Base all respondents n=1709 un-weighted base, n=40,773 weighted base;
internet users n=1415 un-weighted base, n=35014 weighted base
No increase in site usage between Aug 2012 and Jan 2013
• BBC Health is the only site to show a reported increase in usage, and NHS Choices remains unchanged, whilst the rest have
decreased.
• 50% of respondents said they had used any NHS website (a 2% decrease since the last wave)
• Three quarters (76%) of internet users who are aware of NHSC, have used the site, which is a 4% increase since Aug 2012
• As per the last wave, usage of NHSC is slightly higher (8%) than its spontaneous awareness (5%), which could be because of the
NHS brand or because the name invokes a greater level of awareness
18 Customer Insight Public information
Decrease in spontaneous awareness but prompted awareness and
usage has increased
5%
28%
17%
60%
0%
10%
20%
30%
40%
50%
60%
70%
May-
10
Jul-
10
Sep-
10
Nov-
10
Jan-
11
Mar-
11
May-
11
Jul-
11
Sep-
11
Nov-
11
Jan-
12
Mar-
12
May-
12
Jul-
12
Sep-
12
Nov-
12
Jan-
13
Spontaneousawareness
Promptedawareness(Hompage &site pagesshown)
Total usage(spontaneous +prompted)
Use the internetto look uphealth info
* Dip caused by question change *
Base all respondents n=1709 un-weighted base, n=40,773 weighted base; internet users n=1415 un-weighted base, n=35,014 weighted base
GENERAL PUBLIC (depicted in the graph):
• Total awareness among all adults (spontaneous and prompted) 28%
• Total usage among all adults (spontaneous and prompted) 17%
INTERNET USERS (for comparison to graph):
• Reported usage amongst internet users (seeing a list) remains at 10% since Aug 12. Usage amongst internet users (shown screenshots) is
20%, a 4% increase since Aug 12
• Awareness of NHSC amongst internet users (who see the screenshots) is 34%, which is a 5% increase since Aug 12
• 70% of internet users look up health information online.
19 Customer Insight Public information
NHS Choices 10% 19.52%
% difference
NHS Direct 43% 1.10%
+18.42%
difference
-33%
difference
Reported Usage
(Omnibus survey Dec 2011) Market share Aug 2012 (Hitwise data)
NHS Choices has the highest market share
• Although only 10% of the general public claim to have used the site, NHS Choices actually had the highest market
share (in the Health and Medical Information category) at 19.52% in Jan 2013 compared with other health information
websites
• This has increased by 2.6% since Aug 2012 and ranks at #1 in this category compared to NHS Direct at #15.
Ranking chart from Hitwise – Health information
websites
20 Customer Insight Public information
NHS Choices: Site users
21 Customer Insight Public information
Who is using NHS Choices?
• There has been an 11% decrease in the number of personal site users since Aug 2012, however, when adding in the
professionals who also use the site for personal reasons, the overall personal users is 82% (which is only a 5% overall
decrease since Aug 12).
• There is 10% overall increase amongst professional users, and the total number of health professionals using NHS
Choices is now 20% (a 7% rise since Aug 2012)
For personal use only (64%)
Total personal use including
professionals (82%)
For professional use (32%)
For myself, a member of my
family or for a friend (64%)
For personal and professional
reasons (18%) • Health professional (11%)
• Non-health professional (7%)
For only professional reasons (14%) • Health professional (9%)
• Other professional looking for someone
else as part of my job(3%)
• Other professional (2%)
Positive or negative change in the proportion of people using the site since Aug 2012
Q. Which one of the following best describes the reason why you generally visit NHS Choices?
+4%
Base all NHSC users n=282 un-weighted base, n=6982 weighted base
-11%
+6%
+10%
Please note the professionals are based on small
baseline of people when looking at the actual figures
(i.e. the un-weighted figure is approx 89 people)
-5%
22 Customer Insight Public information
Typical NHS Choices users
Gender • Female - 60%
• Male - 40%
• The gender spilt shown here is more accurate than that of the satisfaction
survey which is more biased towards females due to the self selected
methodology
Age • <24 - 23% (2% more than same study in Aug 2012)
• 25-44 - 52% (3% more than same study in Aug 2012)
• 45-64 – 19% (6% less than same study in Aug 2012)
• >65 -5% (no change since the same study in Aug 2012)
Socio-economic
group
Significant change in use amongst all but the C1 demographic group:
• AB – 16% (13% less than same study in Aug 2012)
• C1 – 39% (1% more than same study in Aug 2012)
• C2 - 23% (5% more than same study in Aug 2012)
• DE - 22% (7% more than same study in Aug 2012)
Long term
conditions
• Have long a LTC / disability 22% (3% more than same study in Aug 2012)
Carer • Carers 22% (1% less than same study in Aug 2012)
• Just under a quarter of our personal site users are carers
Children in family • 48% of personal users have children (5% higher than same study in Aug
2012)
• 69% of those with children use NHSC for personal reasons. In comparison,
60% of those without children use choices for personal reasons.
Use the site for
personal use:
For myself,
member of my
family or friends
Base all respondents who use
the site for themselves, friends
or family n=4468 weighted base
Profile of the typical NHS Choices user (personal use)
23 Customer Insight Public information
90% of site users have used the site to look up info for others
One
Person
43%
None
7%
2-5
people
39%
6-10
people
4%
11-25
people
1%
Q. How many different people have you looked up health information for on the NHS Choices website?
Base all who have used the NHS Choices website n=282 un-weighted base, n=6982 weighted base
• On average, an NHSC site user looks up information for 3 people
• Compared to Aug 2012, 5% more people look up information for one person, 12% fewer people look up health information
for 2-5 people, and 5% more answered for no other people.
• In total, approx 6.3 million users use the site for others
Don’t
know
3%
25+
people
3%
24 Customer Insight Public information
Evidence of behaviour change
25 Customer Insight Public information
19% 34% 30% 11% 7%
Strongly agree Slightly agree Neither agree nor disagree
Slightly disagree Strongly disagree
Q. In the last 12 months, using the NHS Choices website has helped me be more confident when seeing a
doctor or other health professional
Base all who have used the NHS Choices website for personal use n=233 un-weighted base, n=5727 weighted base
Confidence when dealing with health professionals
• 53% of NHS Choices users say that using the website has helped them be more confident when seeing a doctor or other
health professional. This is a 5% increase since Aug 2012.
53%
26 Customer Insight Public information
57% have used info from NHSC to make a health related choice
43%
57%
Yes
No
6%
2%
3%
20%
8%
2%
3%
5%
7%
7%
7%
7%
8%
Eat more healthily
Help you lose weight
Help during pregnancy
Sleep better
Start an exercise programme
Improve mental wellbeing\better cope with stress
Research\information (on health\illnesses\symptoms)
Stop smoking
Decide to get child vaccinated
Decide to go for a health screening
Started running
Reduce your alcohol intake
Something else
• 42% of personal site users have used the site to make a positive health behavioural change such as eating more healthily,
taking up exercise, losing weight, stopping smoking etc.
Q. In the last 12 months, have you ever used the
information from NHS Choices to make a health related behavioural choice (from a specified list)?
Base all who have used the NHS Choices website for personal use n=233 un-weighted base, n=5727 weighted base
27 Customer Insight Public information
7%
7%
7%
6%
5%
3%
2%
2%
3%
42%
9%
15%
3%
1%
3%
1%
4%
34%
8%
20%
3%
4%
6%
15%Eat more healthily
Help you to lose weight
Research/information on health/illnesses or
symptoms
Start an exercise programme
Improve your mental wellbeing/better cope with
stress
Stop smoking
Decide to get child vaccinated
Decide to go for a health screening
Started running (or learn how to run)
Reduce your alcohol intake
Other (please specify)
Any health risk information
Jan-13 Aug-12
Lots of evidence of the site being used to improve health
Q. In the last 12 months have you ever used information from NHS Choices to do any of the following?
Base all who have used the NHS Choices website for personal use n=233 un-weighted base, n=5727 weighted base
28 Customer Insight Public information
Satisfaction, Future Usage & Advocacy
29 Customer Insight Public information
Not sure, 6%
Probably not,
1%
Probably, 48%
Definitely, 46%
83% are satisfied; 87% will use NHS Choices again and 76% would
recommend it
Neither ,
11%
Dissatisfied,
1%
Satisfied,
64%
Very
satisfied,
24%
Base all who have used the NHS Choices website n=282 un-weighted base, n=6982 weighted base
Definitely, 43%
Probably, 43%
Not sure, 10%
Probably not,
3%
0.3%
dissatisfaction -
1.7% since
March 2011
3% Unlikely
to
recommend
(-5% since
Dec 2011)
9% increase in satisfaction (88%), 94% are likely to use NHSC again
and 87% would recommend it
Q. Overall, how satisfied were you with the NHS
Choices website?
Q. How likely would you be
to recommend the NHS
Choices website?
Q. How likely would you be to use the NHS Choices
website again?
• All the differences (both positive and negative) seen since August 2012 are significant differences
• Across all these questions, it is good to see nobody selecting the extreme negative end of the scale with very dissatisfied or
definitely not, and even the negative response we do receive is by a very small proportion, which indicates the site is meeting
the needs of all users.
0.3%
dissatisfaction -
1.7% since
March 2011
94% Likely
future
usage
(+3% since
Aug 2012)
88%
Satisfactio
n (+9%
since Aug
2012)
1%
dissatisfaction
(-1% since
Aug 2012)
1% Unlikely
future usage
(-1% since
Aug 2012)
87% Likely
to
recommen
d (+4%
since Aug
2012)
30 Customer Insight Public information
Appendix
31 Customer Insight Public information
69%
31%
35%
65%
45%
55%
Child/children No children
22%
34%
20%
24%24%
36%
40%
20%20%
20%21%
19%
AB C1 C2 DE
51%49%
57%
43%
38%
Working Not working
51%
49%50%50%
57%
43%
Male Female
15%16%
18%
12% 12%
10%
18%19%
20%
18%
24%23%
24%
16%
8%
3%
1%
16%
12%
10%
4%
16-24 25-34 35-44 45-54 55-64 65-74 75+
Working status
Sample Structure (weighted)
Base all respondents Jan 2013 n=1709 un-weighted base, n=40,773 weighted base; all who have used the internet n=1415 un-weighted base,
n=35014 weighted base; used NHSC site n=282 un-weighted base, n=6982 weighted base
Gender Age
Socio-economic group Children
57%
32 Customer Insight Public information
Sample structure 2/2
9%
11%
15%
17%
9%
13%
9%8%
11% 11%
18%
9%
6%
12%11% 11%
17%
14%
7%
11%10%
14%
6%
15%
6%
11%10%
North
East
North
West
Yorkshire
& The
Humber
East
Midlands
West
Midlands
East of
England
London South
East
South
West
80%
19%
75%
25% 20%
81%
LTC Non-LTC
81%
19% 19%
81%
21%
79%
Carer Non-carer
Sample Structure (weighted)
Government regions
Long term condition (LTC) Carer
Base all respondents Jan 2013 n=1709 un-weighted base, n=40,773 weighted base; all who have used the internet n=1415 un-weighted base,
n=35014 weighted base; used NHSC site n=282 un-weighted base, n=6982 weighted base
33 Customer Insight Public information
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