The Internet is awash with health sites – some 80% of American Internet users look up health issues online, and 60% of those people spend their time on our network of endemic health websites. Once again, Swoop has polled the data from our traffic to take the pulse of what North American Internet users were reading about in Q4 2016.
Top Health-Related Categories
To determine what people are interested in, we took the top search queries from our network of health publishers, put them into broad categories, and compared them. The numbers we look at are a reflection of how many pages about a topic are consumed, and by how many users, giving us a combination of content consumed and end-user interest. Here are the top categories getting interest:
As it was in our Q2 Digital Health Visibility Index, cancer is the most-read-about health topic across endemic health websites. The visibility of cancer should not be surprising; it’s the number two cause of death, and as we found last time receives the most advertising spend per actual population:
Visibility Changes – Q2 to Q4
So what’s changed over the past six months? When comparing our Q2 data to this latest batch, we can see what health topics have gotten more interest and what topics have gotten less:
Interestingly, our second-most-visible topic in Q2 (and the number one cause of death), heart health, has seen a precipitous decline in digital interest as 2016 came to an end. It’s early to speculate, but it will be very interesting to see in the future if heart health interest across our network of endemic health sites is seasonal.
Skin disorders and psoriasis also declined in visibility as the weather grew cold, and unsurprisingly the flu is a higher-interest topic as the flu season peaks and winds down (Q2) than as we start to get into the next season (Q4).
Picking up the slack is UTIs/yeast infections, irritable bowel syndrome, arthritis and mental health. UTIs and arthritis being more visible as the temperature drops is to be expected, and the growth in mental health seems to be driven primarily by depression.
Top Cancer Types by Visibility
Like in Q2, we broke out the top topic – cancer – and looked at the types of cancer drawing the most visibility:
Once again skin cancer is the specific type of cancer drawing the most interest online, but leukemia has jumped from unranked to number two, Multiple Myeloma has entered the top ten, and colon and esophageal cancer have dropped to unranked status.
Top 100 Conditions
|11||Urinary Tract/Yeast Infection|
|12||Irritable Bowel Syndrome|Ibs|
|79||COPD|Chronic Obstructive Pulmonary Disease|
|80||Labor And Delivery|
|96||Blood In Urine/Hematuria|
|98||TIA/Transient Ischemic Attack|