Audience Recommendations for Every Vertical
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
Country/Region
% reach of total digital population (August 2020)
Year-on-Year percentage points variation (August 2020 vs August 2019)
EU5
63.5
1.7
France
45.7
-9.7
Germany
51.8
4.7
Italy
73.8
10.1
Spain
76.3
0.0
UK
79.0
3.8
Source: Comscore MMX Multi-Platform, Total Audience, August 2020, EU5 countries.
Table 2. Market competitiveness of online health sites and apps
Number of sites that reach more than 5% of the total digital population
Number of sites that reach more than 1% of the total digital population
5
44
4
19
6
37
34
8
41
9
45
Table 3. Online health sites or apps with highest % reach in each region
Entity
Description
Healthline Media
Health-focused magazine
Assurance Maladie
Portal for the French health insurance programme
Coronawarn.app
Contact tracing app
Mypersonaltrainer
Sanitaria2000 Sites
Medical journals
Read our ongoing updates on shifting consumption trends and the resulting impact on the advertising and media industries on comscore.com/Coronavirus.
Sign up to be notified when new insights or data become available.Sign Up
Comscore MMX® Multi-Platform provides an deduplicated view of total audience behavior across desktops, smartphones and tablets.
Request a demo