1. Mauricio DEMOGRAPHICS Latino American, Male, Age 21. High school education. Works in construction. Working class Bilingual – Spanish English Single, maybe has a girlfriend Lives in Boston-area. Savvy mobile user – texting, smartphone. Parents came from somewhere else, but he was born here. Plays in pickup soccer games. HEALTH Lower back pain. Cognitive: clever, smart, creative, ingenuity. Frustrated – wants to do well. Low Health Literacy. Young and feels invincible despite back pain. TECHNOLOGY Older smartphone – 3G or non-Apple. Savvy with social media.

2. Mauricio - scenario Back pain is growing concern Maybe used OTC for pain. Also social drinker. Plays in soccer pickup league. ABC as sponsor for soccer or fields. Situation: teammate suggests going to ABC Health for information on back pain.

3. Pamela DEMOGRAPHICS Female, American. Carribean-American. Mother of a daughter – first year in college. Education: undergrad. Masters degree Mom in her mid 40s. HR Manager. Married. TECHNOLOGY Regular phone, tablet, LinkedIn. On Facebook, but not big user. BACKGROUND Three children – first going to college. Oldest is daugher, 2 younger boys. Busy at work. Minimal time to do health research, but makes time, especially when sending things to daughter. Behavioral issues: general apprehension about family changes. Cognitively: bright Health issues: stress and anxiety. Maybe high blood pressure, slightly over-weight. Sedentary due to job. Likes Doctor Oz, and Oprah, Good Morning America. Health Literacy: medium to high. Talks to doctor, reads health info.

4. Pamela - scenario Already a GMA watcher. Treats is like radio in morning. Concerned about other sexual risks for women in college. Adds “ABC” into google subject. Finds info on topic about ABC Health news. Loyal follower. Sends video link to her daughter.

5. Nyesha DEMOGRAPHICS Female. 18. Single Carribean-American. Daughter of Pamela Just started college in another state – freshman. Started first semester. Mom sends her health information. Covered with parents insurance HEALTH Slightly overweight, 10 lbs. Feels healthy, but low health awareness. TECHNOLOGY Laptop, smartphone, tablet. Savvy user of all three, plus social media. Posts frequently on Facebook, WhatsApp, SnapChat, Twitter, Vine, email.

6. Nyesha - scenario Has built some trust with ABC. Uses widespread social media. Receives links from mom in her email. Has some minor health concerns and opens occasional links from mom.

7. Paul & Sarah DEMOGRAPHICS Caucasian Male. Age 25 Wife is pregnant. Lives in rural area – farming. Getting interested in helping with consumer/health decisions. Still new to it. TECHNOLOGY Desktop PC. Smartphone. Not much social media. HEALTH Googles conditions that affect pregnancy. He is healthy, but chews tobacco. Health literacy is low. Rarely goes to doctor. Only in emergencies. Self-insured.

8. Paul & Sarah - scenario Sarah was very thirsty and had blurred vision (pregnant) Paul & Sarah watch early evening news together (ABC World News Tonight). Learned about a feature with pregnancy risk. Banner ads across the bottom directed them to ABC Health blog.