This is the world's first tracking study examining the impact of health Web and social media content on awareness, intent and behavior.
Below is sample real-time data we are currently collecting from study participants. As active digital health consumers encounter health content on the Web or via social media, we capture information about their perceptions (credibility, sentiment) and intended behaviors based on what they consume. For example, if someone reads a Tweet urging them to consider the Atkins diet, they immediately receive a query about whether they intend to change their diet and exercise habits based on this information.
Questions are asked throughout the study to help us understand the relative impact of different media and messages on perceptions, attitudes and intentions.
The data below focuses on how study participants perceive content they are reading across the Web and on social media. They are asked to rate content using a scale from 1 (low credibility) to 5 (high credibility). Average scores for content across the 37 health topics we are tracking appear below.