A presentation prepared by Susannah Fox for Strategic Social Media for Healthcare.

1. 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. 2

3. Source: Sydney Jones and Susannah Fox, “Generations Online: Charts” (Jan. 28, 2009)
http://pewinternet.org/Presentations/2009/Generations-Online-in-2009.aspx
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
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
3

4. Source: Josh Bernoff, Social Technographics: Conversationalists get onto the ladder
http://blogs.forrester.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html
4

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
5

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
6

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
7

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
8

9. Source: Aaron Smith, “Mobile Access 2010” (Pew Internet Project: July 7, 2010)
http://pewinternet.org/Reports/2010/Mobile-Access-2010.aspx
9

10. Source: Aaron Smith, “Mobile Access 2010” (Pew Internet Project: July 7, 2010)
http://pewinternet.org/Reports/2010/Mobile-Access-2010.aspx
10

11. 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
11

12. Source: Susannah Fox, “Chronic Disease and the Internet” (Pew Internet Project: March
24, 2010)
http://www.pewinternet.org/Reports/2010/Chronic-Disease.aspx
12