Majority of Online Mothers Say Social Networks Influence Their Opinions About Health and Wellness, According to New Enspektos, LLC Report

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However, While Internet-Savvy Mothers Are Embracing Digital Technologies, Health Organizations May Struggle to Reach Them

Succeeding in digital health requires a deep understanding of how and why people are utilizing Web and social channels and the content that is shaping their perceptions, intentions and behaviors.

A new report by health marketing communications innovation consultancy Enspektos, LLC contains both exciting and sobering news for health organizations seeking to engage mothers via social media, mobile and other technologies. A majority of online mothers report turning to the Web frequently to find medical information. In addition, 53% say social networks have influenced their opinion of health and wellness topics. Moreover, 40% of online mothers who own smartphones report using them to download mobile health applications from Apple’s app store and other sources. The results of Enspektos’ research appear in a report titled, “Digging Beneath the Surface: Understanding the Digital Health Mom.”

However, the report also contains a warning for health organizations: Engaging mothers via the Web and social media will not be an easy task. This is partly because moms spend the majority of their online and social networking sessions focused on non-health topics.

“While creating an online or social media presence can be simple, communicating effectively via these channels is a complex undertaking,” said Fard Johnmar, founder and president of Enspektos. “Succeeding in digital health requires a deep understanding of how and why people are utilizing Web and social channels and the content that is shaping their perceptions, intentions and behaviors. This report is designed to help the health industry dig beneath the surface of the latest figures on media consumption habits to better understand the fundamental drivers of the digital health world.”

The report is available at http://pbeye.info/digihealthmom.

About the Research

Enspektos conducted a two-phase study among a representative population of U.S. adult online mothers between November 2011 and January 2012. In phase one, 573 mothers completed an online survey on a range of topics related to their digital media habits. 538 mothers who completed the survey entered phase two of the study. The Web activities of these individuals were passively tracked utilizing enmoebius, a new patent pending technology developed by Enspektos. This digital surveillance and behavioral measurement platform provides real-time information on awareness, consumption, perceptions and actions sparked by earned and owned online and social media content. Data collected via enmoebius informed Enspektos’ analysis of content consumed by mothers utilizing the Web and a variety of social media properties, including Twitter and Facebook. For more information about enmoebius, please visit http://enmoebius.enspektos.com.

About Enspektos, LLC

Enspektos, LLC is an innovation consultancy that has provided marketing and communications services to health organizations operating around the world since 2005. The firm produces technology-driven strategy, research and training products and services for a diverse range of clients, including government agencies, non-profits, pharmaceutical companies and payers. Learn more about Enspektos at http://www.enspektos.com.

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Jayme Hummer
Enspektos, LLC
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