- 15 Outubro, 2020

Comscore Snapshots: online health in Europe

Alex Gevers
Alex Gevers
Senior Insights Manager

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 

Country/Region 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
EU5 5 44
France 4 19
Germany 6 37
Italy 6 34
Spain 8 41
UK 9 45

Source: Comscore MMX Multi-Platform, Total Audience, August 2020, EU5 countries.

Table 3. Online health sites or apps with highest % reach in each region 

Country/Region Entity Description
EU5 Healthline Media Health-focused magazine
France Assurance Maladie Portal for the French health insurance programme
Germany Coronawarn.app Contact tracing app
Italy Mypersonaltrainer Health-focused magazine
Spain Sanitaria2000 Sites Medical journals
UK Healthline Media Health-focused magazine

Source: Comscore MMX Multi-Platform, Total Audience, August 2020, EU5 countries.

Coronavirus Insights

Leia nossas atualizações sobre as mudanças nas tendências de consumo e o seu impacto nos setores de publicidade e mídia em comscore.com/por/Insights/Coronavirus.

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