This is a report about people's experiences of accessing the NHS Choices site using a mobile device.

1. Customer Insight Public information
Survey Fieldwork: January 2013
Web Analytics: January–June 2013
Mobile Users satisfaction survey
2013

2. Customer Insight Public information 2
This research sought to increase our understanding of …
The type of mobile and tablet devices used to
access NHSC
Slides 6/7
Where users tend to access NHSC on mobile
and tablet devices
Slide 8
The frequency in which NHSC is accessed on
mobile and tablet devices
Slide 9
The route users take to NHSC using mobile and
tablet devices
Slide 10
Mobile and tablet users’ typical (and specific)
reasons for visiting NHSC
Slide 11
Whether mobile and tablet users can get what
they want from NHSC
Slide 12
Mobile and tablet users’ satisfaction and
advocacy of NHSC
Slide 13
Mobile and tablet users’ feedback on the
activities they carry out via NHSC
Slide 14
Whether users switch between devices when
accessing NHSC
Slide 15
Any problems mobile and tablet users’ encounter
when visiting NHSC
Slide 16
The likelihood that mobile and tablet users will
visit NHSC again
Slide 17
The types of activities users would be likely to
carry out using a mobile app
Slide 18

3. Customer Insight Public information 3
Key findings
• Tablets: the majority of NHSC visitors use Apple devices (i.e. iPad/iPad mini)
• Mobiles: most NHSC visitors use either Apple or Android devices
 Apple devices account for a higher proportion of visits to NHSC than would be
expected from their market share
• Mobile and tablet users mainly access NHSC at home
• The majority of mobile and tablet users navigate to NHSC via search engines
• Mobile and tablet users visit NHSC to check symptoms and seek medical info/ help
managing conditions
• The majority of mobile and tablet users ‘get what they want’ from NHSC
• Satisfaction & advocacy is highest among tablet users
 They are more positive than mobile users with regard to the activities they carry out
via NHSC e.g. watching video, searching for content
• The majority of mobile and tablet users don't switch devices during their visit
• One in three mobile and one in five tablet users have encountered a problem
 Among these, both mobile and tablet users cite navigation and Flash issues
 Mobile users also note device stability and text/image resizing problems
 Tablet users encounter problems finding content and using the website’s tools
 Half of those that encounter a problem ‘expect better’ from NHSC
• However, the vast majority say they will visit again using either a mobile or tablet

4. Customer Insight Public information
Main findings

5. Customer Insight Public information 5
Some market context: over half the population now own a
smartphone, while one in four own a tablet
Smartphone ownership – Q1, 2013
53%own a smartphone (net)
= 21%
= 20%
= 13%
Market summary: Ownership of
iPhone and Blackberry devices is
stable whereas Android
ownership is increasing. iPhone
ownership is highest among
women aged 35+ at 30%
Tablet ownership – Q1, 2013
25%own a tablet (net)
= 16%
= 10%
Market summary: The tablet
market is increasing – 25% of the
adult population now own one.
Ownership of any tablet is highest
among men aged 35+ at 36%
X
Source: Ipsos MediaCT Technology Tracker, Quarter 1 2013. Base: GB adults aged 15+ (1,024), 8-15 February ‘13

6. Customer Insight Public information 6
Web analytics show half of visitors use a mobile or tablet to
access NHSC – Apple devices are most commonly used
Operating System used to access NHSC
Base: all unique visits to NHS Choices (97,939,782), 1 January–19 June ‘13
Devices used to access NHSC
Desktop PC/Laptop
Windows (88%)
Mac (12%)
Mobile/Tablet
Apple (69%)
Android (27%)
Blackberry (4%)
Other devices/unknown,
Top 5 Browsers used to access NHSC
Safari
38%
Internet Expl.
20%
Chrome
17%
Firefox
6%
Android Stock
13%

7. Customer Insight Public information 7
The online survey also shows that Apple devices account
for most of the mobiles and tablets used to access NHSC
Q. Which of the following devices have
you ever used to look up online health
information on NHS Choices?
49%
37%
6%
67%
22%
5%
3.5 /less
3.6 - 4
4.1 /above
7 /less
7.9 – 8.9
9 /above
17%
6%
75%
58%
16%
21%
Tablet type Tablet screen size
(inches)
Mobile type
Base: all responding NHS Choices website visitors
(509), 4-21 January ‘13
Base: all responding mobile users (214) / responding tablet users (218),
4-21 January ‘13
MULTICODE.
Mobile screen size
(inches)

8. Customer Insight Public information 8
Mobile and tablets users mainly access NHSC at home,
while a minority of mobile users access the website on the move
Q. Where do you typically access NHS Choices using a: a) mobile device, b) tablet?
Mobile
Tablet
Home Work On the move
School,
college, uni
69% 9% 15% 6%
91% 2% 3% 3%
Base: all responding mobile users (206) / responding tablet users (215), 4-21 January ‘13
SINGLE CODE FOR EACH DEVICE.

9. Customer Insight Public information 9
The majority are recent visitors to NHSC + semi-regular
users of the website
Q. When was the last time you visited NHS
Choices (www.nhs.uk) using a …
Base: all responding desktop PC/Laptop/Netbook users (189) / responding
mobile users (201) / responding tablet users (208), 4-21 January ‘13
SINGLE CODE FOR EACH DEVICE.
Q. How often do you access NHS Choices
(www.nhs.uk) using a …
Base: all responding desktop PC/Laptop/Netbook users (189) / responding
mobile users (202) / responding tablet users (204), 4-21 January ‘13
SINGLE CODE FOR EACH DEVICE.
Broadly in-
in line with
NHSC
customer
satisfaction
survey

10. Customer Insight Public information 10
Mobile and tablet users mainly navigate to NHSC via search
engines
Base (Mobile): all responding mobile users (204) / responding tablet users (215), 4-21 January ’13.
Base (NHSC customer sat. survey): all respondents (3,147), May ‘13
SINGLE CODE FOR EACH.
Mobile
Tablet
Search engine Typed address Bookmarks
82% 7% 5%
79% 11% 6%
Q. How do you typically navigate to NHS Choices using a: a) mobile device, b) tablet?
% NHSC Customer
Sat. Survey, May 2013 78% 10% 4%

11. Customer Insight Public information 11
Mobile and tablet users who visit NHSC tend to check
symptoms and seek medical info/ help managing conditions
Base: all responding mobile users (212) / responding tablet users (218), 4-21 January ‘13
Q. Why do you typically visit NHS Choices using a:
a) mobile, b) tablet?
MULTICODE FOR EACH DEVICE.
TOP 10 REASONS FOR VISIT
Q. Which service(s), if any,
were you seeking information
about when you most recently
visited NHS Choices using a :
a) mobile, b) tablet?:
Mobile Tablet
GP
Hospital
Walk-in
Other
None
MULTICODE.
23%
13%
10%
11%
48%
15%
10%
5%
8%
61%

12. Customer Insight Public information 12
“Information regarding medication
during pregnancy”
The majority of mobile and tablet users get what they want
from NHSC
Q. Did you get what you wanted when you most recently visited NHS Choices using a: a) mobile device,
b) tablet?
SINGLE CODE FOR EACH DEVICE.
Q. What couldn't you get from your most recent visit to NHS Choices using a:
a) mobile device, b) tablet?
Mobile Tablet
“Symptom checker hard to use”
“Not very easy to navigate so did
not manage to get to everything”
“Information on things
relating to my assignment”
“Specific information about what is
available in my area”
“Flash player would not work”
“Detailed advice on managing my
child's ear pain”
“I had hoped to access a calorie
counter”
Base: all responding mobile users (65) / responding tablet users (62) who did not get everything they wanted from NHS Choices, 4-21 January ‘13
Base: all responding mobile users (212) /
responding tablet users (218)
OPEN QUESTION.

13. Customer Insight Public information 13
Satisfaction & advocacy is highest among tablet users
Satisfaction and Advocacy
SINGLE CODE FOR EACH DEVICE.
User experience
Content attributes
% Very satisfied / Satisfied,
% Definitely / Probably recommend
% Very good / Good
% Very good / Good
Base (Q. Satisfaction): all responding mobile users (205) / responding tablet users (213). Base (Q. Advocacy): all responding mobile users (207)
/ responding tablet users (213) / Base (Q. User experience): all responding mobile users (212) / responding tablet users (218), 4-21 January ‘13
Base (NHSC customer satisfaction survey): all respondents (3,147), May ‘13
% NHSC Customer Sat.
Survey, May 2013
71%
79%
77%
N/A
N/A
76%
80%
84%
68%

14. Customer Insight Public information 14
Tablet users report a more positive experience when
carrying out activities on NHSC – particularly watching videos
Q. We would like to find out about your experience of each of these on NHS Choices
SINGLE CODE FOR EACH DEVICE.
Base: all responding mobile users / responding tablet users who have used each feature (as stated), 4-21 January ‘13.
* Small base / ^ Very small base – use results with caution.
% Very good/ Good
amongst those using Base
199
190
191
181
108
81*
95*
75*
201
194
182
181
87*
50^
75^
47^

15. Customer Insight Public information 15
The majority of mobile and tablet users don't switch devices
during their visit – those that do tend to switch from mobile to laptop
Q. Thinking about when you most recently switched between device types when trying to find
information using NHS Choices, please indicate the:
Device started with Device you switch to
SINGLE CODE SINGLE CODE
Q. Have you ever switched between devices when trying to find information using NHS Choices?
Base: Q. Device started with – respondents who have switched (86)*, Q. Device switched to – respondents who have switched (85)*, 4-21 January ’13
* Small base - use results with caution.
Base. all responding mobile
and tablet users (345)
SINGLE CODE

16. Customer Insight Public information 16
One in three mobile users and one in five tablet users have
encountered a problem – mainly due to navigation and/or Flash issues
Q. Please indicate the extent to which you agree
or disagree with the statements below in terms of
the most recent problem you encountered while
visiting NHS Choices on a: a) mobile, b) tablet?
Base: All responding mobile device (71)* and tablet users (41)^ who have ever encountered a problem,
4-21 January ’13. * Small base / ^ Very small base – use results with caution.
% Strongly agree/ Agree
SINGLE CODE FOR EACH DEVICE.
Q. Still thinking about the most recent problem
you encountered when visiting NHS Choices on a
tablet, did this problem cause you to:
SINGLE CODE FOR EACH DEVICE.
% Yes
Q. What problems, if any, have you ever
encountered when visiting NHS Choices
on: a) a mobile, b) a tablet?
Mobile
Tablet
“Similar to my problems on mobile - no optimised
version or use of responsive design techniques”
“Entering info in the BMI
checking tool was quite fiddly”
“Page freezes very often”
“Content held in flash does not work”
“Getting to different pages is difficult as links
are very small to touch on a mobile”
“The screen and content does
not resize to fit the device”
“You have video and slides still
held in flash which does not
work on apple devices”
“My mobile device kept crashing”
OPEN ENDED.

17. Customer Insight Public information 17
The vast majority will visit NHSC again using a mobile or
tablet – and an app is likely to improve their experience…
Base: All responding mobile device (56) and tablet users (38), 4-21 January ‘13
Q. How likely are you to visit NHS Choices again using a: a) mobile device, b) tablet?
SINGLE CODE FOR EACH DEVICE.
Base: all responding mobile users (209) /
responding tablet users (215)
Q. What changes, if any, to NHS Choices would improve the experience for users of:
a) mobile devices, b) tablets?
OPEN QUESTION.
“Make a mobile website or an app”
Mobile Tablet
“Simplify the layout”
“Text needs to resize itself to
fit my mobile's screen size”
“Please make the website more
stable for mobile devices”
“An NHS choices app specifically
designed for tablets”
“Access to all content e.g.
tools and videos”
“Having a health practitioner to chat
with via text”
“Videos which do not rely on Flash
player”
95%
86%

18. Customer Insight Public information 18
Mobile and tablet users are twice as likely to use an NHSC
app for info on medicine/a condition than to comment on a service
Q. Mobile applications can be downloaded to smartphone and tablet devices. They allow users to
access content, information, products and services through a clear and tailored interface. How
likely is it that you would use a mobile application (app) to do the following?
SINGLE CODE FOR EACH STATEMENT
72%
73%
53%
34%
Base. all responding mobile and tablet users (345), 4-21 January ‘13

19. Customer Insight Public information 19
Appendices

20. Customer Insight Public information
Respondent details
90% use site for personal reasons
Q. Are you…?
Q. How old are you?
Q. Which of the following best describes the
reason why you generally visit NHS Choices?
SINGLE CODE.
SINGLE CODE.
SINGLE CODE.
Base: all responding NHS Choices
website visitors (508), 4-21 January ‘13 14% use site for professional reasons

21. Customer Insight Public information 21
Technical details
NHSC Mobile Website Survey
• 509 NHS Choices website users took part in this research
• Pop-up links to the survey we’re hosted on a number of highly visited NHS Choices pages
• The survey was conducted between 4th and 21st January 2013
• The completion rate was 29% (509 completes out of 1733 surveys started)
• Results are based on all respondents who completed the survey, and exclude ‘not stated’ responses i.e. where
questions were not answered
• Where results do not sum to 100% this is due to either computer rounding or questions that allow multi code
responses
• Results based on a small number of respondents should be treated with caution, and are noted where applicable
NHSC Web Analytics
• Operating system and browser type are collected using WebTrends analytics
• The findings are based on 97,939,782 unique visits to NHSC during the period 1st January–19th June 2013
NHSC Customer Satisfaction Survey – Wave 7
• Findings are based on all respondents (3,147) to the NHSC online customer satisfaction survey, May 2013
Ipsos MediaCT Technology Tracker – Q1, 2013
• Findings are based on GB adults aged 15+
• 1,024 face-to-face interviews took place between 8th–15th February 2013

22. Customer Insight Public information 22
Questions and comments to:
thechoicesteam@nhschoices.nhs.uk
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