Studies reveal: Where Internet users talk about the top topic of health

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Would you like to better plan your social media activities on the subject of health and therefore know which health issues are discussed on which channels? These two studies provide answers.

Health, family and success are currently the three most important values ​​among German consumers. That is what the study shows Value index 2020, presented by the consulting firm Trendbüro and the market research institute Kantar. Health, as one of the most important values ​​for Germans, again occupies the top spot in the ranking.

Diagnoses, therapies, tips and risks discussed

The most frequently discussed topics currently include self-diagnosis and self-therapy. The personal exchange of diagnoses, therapies and related advice plays a more important role than before. In addition, the exchange is becoming more practice-oriented, and health risks are discussed more frequently.

YouTube and internet forums most popular

The also provides up-to-date figures on the information behavior of Internet users in social media Social Media Atlas 2020 by the consultancy company Faktenkontor and the market researcher Toluna in cooperation with the IMWF Institute for Management and Economic Research. The result: Education about the corona virus, for example, should take place on the social web, above all on YouTube and in Internet forums. Because more users exchange information on health issues on these channels than anywhere else on the Internet. According to this, 16 percent of all respondents on YouTube deal with health topics, and one in ten uses traditional Internet forums for this.

Facebook and weblogs also used

The study also shows: In addition to YouTube and the Internet forums, Facebook and blogs also have a significant reach in medical topics. Nine percent of all German Internet users aged 16 and over exchange information on health issues on Facebook, and eight percent get information from blogs. WhatsApp, Pinterest and Instagram are in the middle of the range. There, six percent of the online users deal with medical content. On Twitter, however, not even 1.2 million Germans interested in health issues can be reached.

Social media analysis and survey on usage behavior

The Value Index 2020 study is carried out every two years and is based on a social media analysis. To this end, the study partners examined around 3.3 million postings in German-speaking social media channels in the period from May 1 to September 30, 2019. The Social Media Atlas has been recording social media usage in Germany every year since 2011 on the basis of a representative survey. For the current study, 3,500 Internet users aged 16 and over were surveyed via an online panel in December 2019 and January 2020.

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