The State of Social Media
This week’s snapshot looks at the consumption of online health content and services in Europe. Our analysis includes statistics for France, Germany, Italy, Spain, and the UK, with EU5 averages for benchmarking purposes.
Scope: We included websites and mobile apps that contain information about health and fitness, medical information and journals, or the provision of healthcare services, for example by connecting consumers with hospitals or other relevant health institutions within the country.
Top line observations:
Table 1: In a majority of the countries in the region, traffic to health-related sites increased year-on-year, which is understandable given the pandemic.
Table 2: The online health ecosystem is relatively competitive: a mix of public and private organisations competed to provide a wide range of services and information. As a result, a moderately high number of entities reached 5% (i.e. 1 in 20) or more of each country’s digital population.
Table 3: Overall, health-focused magazines represented a large share of the online health category, as did national public health organisations (for example the NHS in the UK). Contact tracing apps gained significant traction in some markets, most notably in Germany. Contrary to the online health ecosystem in Asia, consumer-facing “health tech” did not feature as prominently in Europe’s rankings.
Table 1. Reach of online health sites and apps
Source: Comscore MMX Multi-Platform, Total Audience, August 2020, EU5 countries.
Table 2. Market competitiveness of online health sites and apps
Table 3. Online health sites or apps with highest % reach in each region
Read our ongoing updates on shifting consumption trends and the resulting impact on the advertising and media industries on comscore.com/Coronavirus.
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