Is the digital experience offered by health services in 2023 satisfying consumers?
October 14th, 2023, Bhavika Bansal

Is the digital experience offered by health services in 2023 satisfying consumers?

In the swiftly evolving landscape of the healthcare industry, the integration of digital technologies has emerged as a pivotal force in reshaping the consumer experience. But, have healthcare service providers managed to successfully leverage innovations in online consultations, AI-based healthcare, and seamless connectivity among others, to elevate their digital offerings in the eyes of consumers?

This article explores the results of a recent YouGov survey – conducted across 17 international markets - that explores whether consumers believe health services provide a good digital experience, benchmarked against their impressions from 2022.

One in five of all our polled consumers in August 2023 (20%) say they are satisfied with their digital health experiences, a significant fall from the share of consumers who said the same in August 2022 (23%).

This fall in the share of consumers who are satisfied with the digital experiences being offered however, is not limited to just health services and can be seen across all sectors.

Despite this, banks (43% in 2023) continue to remain a consumer favourite for the digital experience they provide, followed by streaming companies (32%), cell providers (29%) and clothing & beauty retailers (22%).

A closer look at consumer opinions about the digital experience provided by health services by market reveals further nuances.

Interestingly, consumers in the MENA and APAC regions are much likelier to believe that health services provide good digital experiences compared to their Western counterparts. More than a third of consumers in the UAE (34% in 2022 and 2023) and India (34% in 2023 vs. 33% in 2022) express their satisfaction.

With both markets seeing a rise in the share of consumers who are happy with their digital healthcare experience, Hong Kong (29% in 2023 vs. 18% in 2022) and Singapore (29% in 2023 vs. 27% in 2022) round out the top five.

On the other hand, most of our North American and European register a significant fall in the proportion of satisfied respondents.

Data from the 2023 survey reveals that less than a fifth of consumers in the US (18% - down from 24% in 2022), Canada (17% - down from 19% in 2022) and Mexico in 2023 (16% - down from 22% in 2022) are happy with the digital experiences offered by healthcare providers.

Compared to more than a quarter of Danes who indicated their belief that health services provide satisfactory digital experiences in 2022 (27%), less than a fifth (18%) say the same in 2023. Registering similar drops in satisfaction rates among consumers, Spain (16% in 2023), Sweden (14% in 2023), Germany (13% in 2023) and Great Britain (13% in 2023) bring up the rear of the list.

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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 18 markets with sample sizes varying between 512 and 2,000 for each market. All surveys were conducted online in August 2023 Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.