Social Media Trends.

D i g i t a l
2 0 1 3
/
H e a l t h
2 0 1 4
„Digital Health 2013/2014” is…
… a research on how people seek health releated topics using new media – the Internet and
mobile devices
Discussions
in social
media
Mobile
applications
Health in
scope of
Using search
engines
Internet
users’
declarations
What is most important?
• People with healthy lifestyle are aged 25-44; they do not smoke and try to eat in a healthy
way (although they like fastfoods). They spend hours in front of a computer.
• There is bigger and bigger potential of geolocalisation.
• The best way to promote healthy lifestyle is to use sexy celebrities.
• Three types of healthy lifestyle habits:
• Quitting smoking
• Avoiding stress
• Eating fastfoods vs healthy diet
• Sport: running, gym, bicycle
What is most important?
•
Healthy lifestyle is discussed mostly on horizontal news
sites
•
On Facebook dominate young & running, who do not
care about healthy lifestyle. Still, there are lots of active
on this site.
•
Youngsters, more active and caring, have a tendency for
tablets.
How Polish Internet users differ in
scope of health?
Size of the segments
Segmentation factors
• Quitting smoking;
about
food;
• Eating fastfoods.
palacze,
Smokers,
29%
29%
aktywni,
Active,
16%
16%
• Avoiding stress;
• carefull
ambiwale
Ambivalent,,
ntni,
15%
15%
healthy
Young
and
młodzi
running,
zabiegani
,19%
19%
pokolenie
Y-generation,
Y,22%
22%
N=1476
5
Smokers
• The biggest Internet segment.
• Mostly males, 25-34, eatig fastfoods and being stressed
• Having a tendency for games and tablets, eager for Tumblr and
Foursquare
• They most often use ads in newsletters.
Y Generation
• Y generation – with both the youngest and the oldest Internet users, who want to avoid
stress
• They enjoy hobbies on the fresh air, want to control their diet, but happen to eat salty
chips.
• They prefer gym and swimming pools, but do not like diet supplements
• They read web forums and blogs, and click on advertisements on Youtube
Young and running
• Mostly women, aged 18-24
• They happen to get stressed and eat fast
foods, still they would like to eat healthy
• Sometimes they eat diet supplements and
want to eat healthy food.
• If they want to find health related topics,
they browse web forums and blogs.
• They are majority among Facebook and
Youtube
heavy-users
and
Internet via mobile devices.
enjoy
using
Active
• Mostly women, aged 25-44
• Avoid stress, do not smoke (if so –
they want to quit).
• Hobbies on the fresh air.
• If anything unhealthy – it is spending
too much time with a computer or TV
• Instagram and tablet users
Ambivalent
• Males – 45-54
• Only tv and computer
• They surf the web and use Twitter
• Only read on healthy lifestyle on
web portals
What
is
health?
How Internet users perceive
themselves in scope of health
80%
64%
58%
26%
16%
23%
14%
14%
not
more or very
active
less
active
active
leading aspiring others
healthy
life style
Physical
Healthy
activity
lifestyle
6%
rarely ill often ill others
Being ill
N=1476
Women vs. men
It is women who lead healthy lifestyle, but men are more physically active.
Gender
57%
57%
49%
43%
prowadzący zdrowy tryb życia,
Leading healthy lifestyle, n=200
n=200
51%
43%
aktywni,
n=384
Physically
active,
n=384
Women
kobiety
mężczyzni
Men
rzadko
n=1174
Rarellychorujący,
being ill, n=1174
Age
Also physical exercises
are lead by people who
finished their studies
Healthy lifestyle is being led
after finishigh studies
People up to 44 y.o.a.
are rarelly ill
40%
35%
31%
25%
18%
24%
20%
16%
14%
10% 12%
18-24 lat
13%
10%
10%
Leadingzdrowy
healthytryb
lifestyle,
prowadzący
życia,n=200
n=200
25-34 lat
Physically
active,
n=384
aktywni,
n=384
35-44 lata
22%
45-54 lata
Rarelly
ill, n=1174
rzadko being
chorujący,
n=1174
55 lat lub więcej
Declarations on what is healthy
lifestyle
How do you understand healthy lifestyle?
88%
83%
71%
69%
61%
60%
54%
48%
28%
N=1476
20%
Health according to discussions in social
media
fitness
activity
water
fruits
doctors
organism
body
energy
diet
workout illness
meal
Health in Google
Top 100 queries in Google
Health in Google
Top 100 queries in Google
What is being done in scope of
healthy lifestyle?
What do you do for your healthy lifestyle?
56%
49%
45%
45%
34%
31%
28%
21%
N=1476
20%
19%
Endomondo – top rivalries in Poland
August 2014
rivalry
Help measured with kilometers
Mobile
application
No. of participants
1 574 939
„Cities with kilometers”, let’s go biking
546 921
County battle – movement for health
542 221
Activate your passion with BMV
180 871
I keep pace all the year
140 601
running league
112 601
You bike? Get prizes with Tauron
56 241
Most running in 2014
19 261
Lazy guys rivalry
17 161
Move with MniamMniam.pl
6 844
I move with kilometers
4 061
rasping
3 471
I run for a beer
3 281
Rowińska Business Coaching
2 147
BKC
1 261
What is being done in scope of
healthy lifestyle?
What do you do for your healthy lifestyle?
females
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
males
58%
57%
56%
53%
53%
48%
47%
46%
45%
41%
42%
43%
44%
47%
47%
52%
53%
54%
55%
59%
Stress in social media
depression –
2%
Slimming –
2%
travel– 2%
Guide
books –
46%
School –
egzams –
10%
Pregnancy /
kids15%
Stress in social
media
discussions
Beauty – 2%
Quitting
smoking –
2%
Relations
ships–
16%
Work– 4%
What Internet users do for healthy
lifestyle?
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
8%
10%
19%
33%
30%
8%
12%
15%
13%
13%
14%
18%
23%
19%
30%
25%
28%
24%
24%
20%
18%
35%
27%
18-24
25-34
19%
14%
19%
16%
17%
14%
14%
13%
13%
15%
17%
19%
21%
17%
32%
30%
33%
33%
38%
20%
20%
18%
17%
16%
16%
11%
22%
35-44
45-54
55+
Habits vs segments
stress avoiding
0.4
Actives
0.0
Ambivalent
walks
hobby on a
fresh air
quitting smoking
sports
using
diet
gym and waterpool
healthy food
-0.6
-0.4
-0.2
Smokers
-0.8
Dimension 2 (37.33%)
0.2
Young.Running
Y.generation
-0.8
-0.6
-0.4
-0.2
0.0
Dimension 1 (47.51%)
0.2
0.4
0.6
Quiting smoking in social media
Reasons
to quit
smoking
16%
Ways to fight
the bad habit
44%
difficulties
9%
Effects
of
quitting
smoking
Being
pleased
5%
21%
Going back
to the bad
habit
5%
25
Quiting smoking in social media
Reasons to quit
smoking
Ways to fight the
bad habit
difficulties
Effects of
quitting smoking
Being pleased
Trying to get pregnant or getting pregnant
Starting to lead a healthy lifestyle, starting a diet, aspiring to be beautiful
saving money
peer recommendation and bad image of smokers
Quiting smoking in social media
Powody rzucenia
palenia
Ways to fight the
bad habit
difficulties
Effects of
quitting smoking
Supplements
•
E-cigarettes – making the process longer and possibly
less healthy
•
Nicottine pills – guarantee of lack of nicotine lust, but not
trustworthy
•
Chewing gums – least popular, not recommended for
pregnant women, possibly giving side effects
Zadowolenie z
siebie
Quiting smoking in social media
Reasons to quit
smoking
Ways to fight the
bad habit
difficulties
Effects of
quitting smoking
Being pleased
Exchange addiction with something else
SPORT
Investments
HOBBY
Quiting smoking in social media
Reasons to quit
smoking
Ways to fight the
bad habit
difficulties
Effects of
quitting smoking
ADDITIONAL HELP
Books of Allana Carr and Easyway
Natural health supplements, healthy natural food
Bioresonance Therapy – expensive one
Being pleased
Quiting smoking in social media
Reasons to quit
smoking
Ways to fight the
bad habit
difficulties
Effects of
quitting smoking
Being pleased
„When I was quitting smoking, I dreamt that I collected cigarette ends
•
Lack of motivation
•
Lack of strong will
•
Urge to smoke,
•
Side effects (being nervous)
Quiting smoking in social media
Reasons to quit
smoking
Ways to fight the
bad habit
Effects of
quitting smoking
difficulties
Being pleased
Bad and good sides:
-
47%
53%
•
Problems with staying slim
•
Getting physically stronger
•
Being nervous
•
Self approval
•
Bad digestions
•
Healthy lungs
•
Stress
•
Money saving
•
Other bad habits
•
Sensitive taste
•
Better sexual intercourses
+
Quiting smoking in social media
Reasons to quit
smoking
Ways to fight the
bad habit
difficulties
Effects of
quitting smoking
Being pleased
Quitting smoking is not described as a success. It is a finally solved
problem
„Można bezboleśnie rzucić
palenie i jeszcze być z tego
link
powodu zadowolonym! 
„Z czasem jednak znalazłem coś więcej niż
substytut nikotyny: kontakt z przyrodą,
przekraczanie granic, rywalizację na zawodach. I
endorfiny rzecz jasna:)
” link
” link
Unhealthy behaviors
carbohydrated
drinks
napoje gazowane
67%
hours in przed
front ofkomputerem
the computer
godziny
59%
salty side
dishes
słone
przekąski
49%
fastfood
fastfoody
41%
hours
in front of tv
godziny przed
telewizorem
36%
cigarettes
papierosy
34%
alcohol
alkohol
drugs
narkotyki
18%
4%
N=1476
Unhealthy behaviors
kobiety
females
mężczyźni
males
100%
90%
80%
70%
57%
49%
48%
48%
47%
46%
42%
53%
43%
51%
52%
52%
53%
54%
58%
47%
spędzanie
spędzanie
palenie
papierosów
60%
50%
40%
30%
20%
10%
0%
jedzenie
korzystanie z
słonych
fastfoodów
salty side dishes
fastfood
przekąsek
branie
narkotyków
drugs
godzin
godzin
przed
hours
in przed
front of hours
in front
of
the computer
tv
komputerem
telewizorem
cigarettes
nadużywanie picie napojów
alkoholu
gazowanych
carbohydrated
alcohol
drinks
Burgers – still mass market
Burger Brands Share of Voice in Social Media
January - July 2014, n=133013
85%
12%
1%
McDonald's
Burger King Bobby Burger
1%
Queen
Burger
1%
1%
0%
0%
0%
Krowarzywa Barn Burger SOUL FOOD Warburger Boca Burgers
BUS
Google Trend Index
120
100
80
60
40
20
0
burgery
mcdonald
burger king
0%
0%
Bydło i
powidło
Brooklyn
Burgers &
Wings
Burger brands on Facebook – small
businesses, not a food lifestyle
Burgery
angażują
jako
lokalne biznesy, a nie – jako
(nie)zdrowa żywność
Diet supplements and
vitamins
Purchase habits in general
28%
23%
23%
15%
11%
paying attention to
health impact
using clothes from
using diet
natural fibres
supplements and diet
using ecological
foood
buying brands
associated with
health
Purchase habits
Ambivalent
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
11%
22%
31%
Smokers
14%
29%
Y generation
23%
Active
Young Running
12%
17%
25%
18%
24%
28%
22%
25%
19%
28%
22%
23%
23%
9%
11%
11%
11%
12%
using ecological
foood
using clothes from
natural fibres
buying brands
associated with
health
paying attention to
using diet
health impact
supplements and
diet
30%
Buying diet supplements in the
Internet
Biggest e-commerce shops with
diet supplements
doz.pl
82.1%
rossnet.pl
iperfumy.pl
Traffic sources on 2 biggest e-commerce sites
3,100,000
2,100,000
470,000
2 SEM models
douglas.pl
460,000
rossmann.com.pl
430,000
superpharm.pl
370,000
aptekagemini.pl
370,000
sephora.pl
330,000
yves-rocher.pl
210,000
cefarm24.pl
190,000
46.4%
31.9%
12.5%
5.0%
16.4%
3.7%
0.1%
0.2%
Direct
Traffic
Referrals
Search
Rossnet
Social
Doz.pl
0.1%
1.7%
Mail
0.0%
Display
Search Engine Marketing – shows
what is the most popular
Cellulite, eyes, skin
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Słowo kluczowe
Tytuł reklamy
Opis reklamy
tabletki inneov cellulit cena
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Szybka realizacja zamówień.
apteka internetowa ale leki
Portal Dbam o Zdrowie - Duża baza leków online
Szybka realizacja zamówień.
niezapominajka apteka
internetowa
Portal Dbam o Zdrowie - Tanie leki. Szybka dostawa
Szeroki asortyment produktów.
apteka internetowa w lublinie
Portal Dbam o Zdrowie - Tanie leki. Szybka dostawa
Szeroki asortyment produktów.
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Tanie produkty. Szybka dostawa. Szeroki asortyment
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Using diet supplements
users
36%
users
non-users
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
37% 35%
females males
non users
31% 39% 35% 36% 40%
18-24
25-34
35-44
45-54
55+
Using diet supplements
Who they are
users
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
49%
active
non users
38%
35%
32%
28%
Y generation
smokers
young running
ambivalent
Using diet supplements
What they read in the internet
users (at least once a week)
non users
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
61%
48%
45%
43%
39%
38%
33%
33%
22%
Discussion on diet supplements
10%
8%
Feminine
Health oriented
6%
Workout
5%
Teens
4%
Diet
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
Using diet supplements
Where we seek info on them?
Heavy users of these
channels
users (at least once a week)
non users
100%
90%
80%
70%
60%
50%
40%
30%
20%
67%
50%
43%
42%
42%
39%
38%
36%
10%
18%
0%
Foursquare Instagram
health
oriented
sites
Youtube
Fora
Blogi
web portals Facebook
Twitter
Usage of new media
Usage of new technologies
Connecting every day to the Internet through a device
66%
62% 60%
prowadzący
zdrowy
trybn=200
życia, n=200
Leading healthy
lifestyle,
aktywni,
n=384
Active, n=384
rzadko
Rarely chorujący,
ill, n=1174 n=1174
39% 43%
38%
33%
31%
26%
17%18%15%
Laptop
laptops
Komputer
stationary
PC
stacjonarny
Smartphone
Tradycyjny
smartphone old type
phone
telefon
komórkowy
16%
12%
7%
14%
12% 9%
Tablet
Telewizor
tablet
tv
6% 4%
3%
gaming
Konsola
do gier
console
Usage of social media
Connecting every day to the Internet through a device
Ambivalent
ambiwalentni
Smokers,
palacze
Y-generation
pokolenie
Y
aktywni
Active
28%
24%
młodzi
Young zabiegani
and running
100%
90%
21%
28%
30%
27%
21%
80%
8%
70%
20%
19%
60%
50%
15%
16%
40%
30%
18%
16%
16%
16%
15%
13%
18%
16%
15%
33%
18%
34%
25%
20%
10%
10%
12%
Tablet
tablet
Laptop
laptops
27%
26%
26%
9%
14%
17%
Smartphone
smartphone
Tradycyjny
old type
telefon
phone
komórkowy
KomputerPC
stationary
25%
23%
Telewizor
tv
Konsola
do gier
gaming
0%
stacjonarny
console
Healthy lifestyle mobile applications
Popularity
The most popular (free)
The most popular (free)
The most popular (free)
1.
Endomondo Sports Tracker
1.
Runtastic Six Pack
1.
Endomondo Sports Tracker
2.
Nike+ Running
2.
Jillian Michales Slim-Down
2.
ABS Workout
3.
Runtastic Me
3.
The J&J Workout
3.
Period Calendar
4.
Kalendarzyk Bella
4.
Calorie Counter
4.
MyTracks
5.
RunKeeper
5.
Yoga for Back
5.
Przepisy.pl
Rising popularity
Rising popularity
Rising popularity
1.
Endomondo Sports Tracker
1.
Yoga Studio
1.
Endomondo Sports Tracker
2.
Sports Tracker
2.
Touchfit
2.
Endomondo Sports Tracker
PRO
3.
Perfekcyjny brzuch w 42 dni
3.
Bike Fast Fit
3.
Runtastic PRO
4.
Runtastic PRO
4.
Perfekcyjny brzuch w 42 dni
4.
Sports Tracker
5.
Lifesum
5.
Endomondo SportsTracker
5.
Runtastic Road Bike PRO
Social Media channel usage
Using Social Media every day
prowadzący
zdrowy
trybn=200
życia, N=200
Leading healthy
lifestyle,
aktywni,
n=384
Active, n=384
Rarely chorujący,
ill, n=1174 n=1174
rzadko
48%
46%
43%
26%
21%
19%
12%
8%
7%
Facebook
Youtube
Fora
12%
6%
6%
Blogi
8%
3% 4%
6%
3% 1%
4%
1% 1%
4%
1% 1%
4%
1% 1%
Twitter
Instagram
Tumblr
Pinterest
Foursquare
Using social media for health
issues
Reading health related topics in social media
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
33%
25%
27%
19%
22%
25%
24%
26%
18%
25%
16%
Ambivalent
smokers
29%
16%
14%
7%
18%
25%
18%
26%
10%
25%
21%
18%
23%
50%
26%
18%
21%
67%
33%
22%
13%
8%
Y Generation
active
12%
25%
29%
11%
29%
12%
14%
young and running
The biggest heath related fanpages
No. of fans
July 2014
herpes medicine
probiotics
general healthy lifestyle
drugstore
Piękne usta
174199
Wychowaj małego profesora
156180
Dbam o siebie
144476
Super Pharm Poland
132727
Trec Nutrition
115290
medicines for vocal cords
Niech głos będzie z Tobą
113785
medicine producer brand
Stworzone dla zdrowia
108813
shampoo
Zdrowe i piękne włosy
supplements
quitting smoking
eye sight
Fajka na bok
Chroń oczy
86224
78902
70222
The most popular health related blogs
TOP 10 Blogs
Share of interactions
27%
8%
7%
4%
1%
1%
1%
1%
1%
1%
Healthy lifestyle on Instagram
style diet
bike trip
active eat
bicycle
healthy
running
Interacting with health related
digital ads
40%
26%
25%
25%
21%
20%
22%
17%
16%
17%
12%
11%
17%
11%
15%
13%
10%
8%
Google
horizontal news
sites
active, n=384
Facebook
emails
leading healthy lifestyle, n=200
blogosphere
Youtube
rarely ill, n=1174
Interacting with health related
digital ads
Purposeful using health-related ads
100%
90%
20%
17%
24%
24%
22%
23%
34%
36%
80%
70%
60%
50%
24%
16%
16%
23%
20%
22%
20%
23%
24%
19%
26%
32%
40%
30%
34%
37%
10%
33%
32%
20%
22%
17%
15%
15%
9%
14%
horizontal
news sites
email
Facebook
blogosphere
Youtube
Google
0%
ambivalent
smokers
Y generation
active
young and running
L e t ’ s
IRCenter
61/164 Jana Pawła II Av.
01-031 Warsaw
Poland
Albert Hupa
[email protected]
+48 696 435 672
c o o p e r a t e