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

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Source: Sydney Jones and Susannah Fox, “Generations Online: Charts” (Jan. 28, 2009) http://pewinternet.org/Presentations/2009/Generations-Online-in-2009.aspx

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

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

4

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

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: John Horrigan, “The Mobile Difference” (Pew Internet Project: March 25, 2009). See: http://www.pewinternet.org/Reports/2009/5-The-Mobile-Difference--Typology.aspx

9

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

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

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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

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