Macmillan Website Visitor Survey Research & Insight June 2014

Background & Structure 2 Background In February 2014 an estimated 1M users visited the Macmillan website viewing an average of 5 pages per user. The Digital Team ran a survey on the website throughout February 2014 to try to understand visitors better. Structure Findings Who’s answered the survey? Findings by user type Additional findings o Website perceptions o How have they supported Macmillan? o How have they given time? o Role of professionals? o What services have they had access to? o Where/how do they access the site? Trends Conclusions

Findings

Who’s answered the survey? 4 16,807 visitors have taken the survey How do they overlap? A visitor can have more than one connection with Macmillan at the same time. Common ones are: Friends & family 5,874 (35%) PLWC 4,060 (24%) Worried well 2,030 (12%) Supporters 1,820 (11%) Carers 1,369 (8%) Non-Mac H/SCP 1,293 (8%) Mac Professional 350 (2%) Volunteers 314 (2%) Campaigners 276 (2%) Staff 190 (1%) Media 150 (1%) Other 2,386 (14%) Most people who identified themselves only as “Other” are: Relatives PLWC 24% 20% 4% 3% 1% 9% carers supporters worried well researchers bereaved students job applicants supporters prospects casual visitors

Findings – By visitor type

Person living with cancer Profile They make up 24% of our website visitors. More likely to be women. More likely to be older than 45 than the average visitor. Finding out about our website Main ways they find out are search engines(40%) or suggested by H&SCP(29%). They are more likely to hear of our site from H&SCP or friends and family. More likely than anyone else to visit because of the online community (8% against 4% average visitor). Top 3 reasons for visiting site To find information on cancer and/or its treatment58% To find out what practical, financial, and emotional advice/support Macmillan offers 11% To visit Macmillan’s online community8% Frequency and sections visited most often Less likely to be first time visitors (35% compared to 47% of visitors overall). Repeat visitors often visit the following sections: Site sections visited most often Cancer Information45% Online Community23% How we can help17% Rating the website PLWC are very or extremely satisfied about all aspects of the website (84% of users were overall extremely/very satisfied by our website). 6

Worried they/someone else has cancer Profile They make up 12% of our website visitors. Similar to the average website visitor (more likely to be women and middle-age). Finding out about our website Main way they find out is search engines. They are more likely than any other group to find out our site this way (68% against 47% overall visitors). Top 3 reasons for visiting site To find information on cancer and/or its treatment80% To find out what practical, financial, and emotional advice/support Macmillan offers 3% To find information on how to look after someone with cancer 3% Frequency and sections visited most often The most likely to be first time visitors (68% compared to 47% of visitors overall). Repeat visitors often visit the following sections: Site sections visited most often Cancer Information25% How we can help23% About us17% Rating the website Worried wells are very or extremely satisfied about all aspects of the website (85% of users were overall extremely/very satisfied by our website). 7

Care for/look after someone with cancer Profile They make up 8% of our website visitors. Slightly more likely to be women. Slightly more likely to be between 45 to 64 years old. Finding out about our website Main way they find out is search engines(43%). They are more likely to find out our site in way via suggestion by H or SCP (21% against 15% overall visitors). More likely to visit because of the online community (8% against 4%) and to find carer information (19% against 5%) than the average visitor. Top 3 reasons for visiting site To find information on cancer and/or its treatment37% To find information on how to look after someone with cancer 19% To find out what practical, financial, and emotional advice/support Macmillan offers 12% Frequency and sections visited most often Less likely to be first time visitors (38% compared to 47% of visitors overall). Repeat visitors often visit the following sections: Site sections visited most often Cancer Information50% Online community26% How can we help24% Rating the website Carers are very or extremely satisfied about all aspects of the website (84% of users were overall extremely/very satisfied by our website). 8

Family member/friend has cancer Profile They make up 35% of our website visitors. Slightly more likely to be women. Slightly more likely to be between 25 to 44 years old. Finding out about our website Main way they find out is search engines(48%). They are more likely to find out our site in way via suggestion by friends/family (12% against 8% overall visitors). More likely to visit to find information on how to look after someone with cancer. Top 3 reasons for visiting site To find information on cancer and/or its treatment43% To find information on how to look after someone with cancer 9% To find out what practical, financial, and emotional advice/support Macmillan offers 8% Frequency and sections visited most often Half of them are first time visitors. Repeat visitors often visit the following sections: Site sections visited most often Cancer Information34% How we can help17% Get involved14% Rating the website Relatives are very or extremely satisfied about all aspects of the website (85% of users were overall extremely/very satisfied by our website). 9

Macmillan professional Profile They make up 2% of our website visitors. More likely to be women. More likely to be in working age. Finding out about our website Main way they find out is suggestion from another health or social care professional(38%). They are more likely to find out our site via a bookmark (7% against 1% overall visitors). Top 3 reasons for visiting site To find information for health or social care professionals 32% To find information on cancer and/or its treatment28% To learn more about working for Macmillan5% Frequency and sections visited most often The group least likely to be a first-time visitor (10% against 47% average visitors). Repeat visitors often visit the following sections: Site sections visited most often Cancer Information68% be.Macmillan60% About Us43% Learn Zone40% Rating the website Macmillan professionals are very or extremely satisfied about all aspects of the website (84% of users were overall extremely/very satisfied by our website). 10

Other health/social care professional Profile They make up 8% of our website visitors. More likely to be women. More likely to be in working age. Finding out about our website Main ways they find out are suggestion from another health or social care professional (23%) or via a search engine (44%). Top 3 reasons for visiting site To find information on cancer and/or its treatment41% To find information for health or social care professionals 18% To learn more about working for Macmillan7% Frequency and sections visited most often Less likely to be a first-time visitor (36% against 47% average visitors). Repeat visitors often visit the following sections: Site sections visited most often Cancer Information49% About Us20% be.Macmillan13% Learn Zone13% Rating the website Other health/social care professionals are very or extremely satisfied about all aspects of the website (90% of users were overall extremely/very satisfied by our website). 11

Macmillan staff member Profile They make up 1% of our website visitors. More likely to be women. More likely to be in working age. Finding out about our website Main ways they find out are search engines (27%), via a bookmark (19%) or from a link from a specific website (18%). Top 3 reasons for visiting site To read news about Macmillan14% To find information on cancer and/or its treatment12% To learn more about working for Macmillan7% Frequency and sections visited most often Less likely to be a first-time visitor (11% against 47% average visitors). Repeat visitors often visit the following sections: Site sections visited most often be.Macmillan61% Cancer Information50% How we can help39% About Us38% Rating the website Macmillan staff are very or extremely satisfied about all aspects of the website (72% of users were overall extremely/very satisfied by our website). 12

Donated/raised funds for Macmillan Profile They make up 11% of our website visitors. Same sex distribution than the average visitor. Less likely to be in +65. Finding out about our website Main ways they find out are search engines (35%), but they are most likely than other groups to find us via a letter or an from Macmillan (23% against 9% overall visitors). Top 3 reasons for visiting site To find information on cancer and/or its treatment22% To learn how I might support Macmillan12% To read news about Macmillan10% Frequency and sections visited most often Less likely to be a first-time visitor (31% against 47% average visitors). Repeat visitors often visit the following sections: Site sections visited most often Get involved25% Cancer Information23% be.Macmillan13% Donate12% Rating the website Supporters are very or extremely satisfied about all aspects of the website (85% of users were overall extremely/very satisfied by our website). 13

Volunteer their time for Macmillan Profile They make up 2% of our website visitors. Same sex distribution than the average visitor. More likely to be in under 25 or over 65. Finding out about our website Main ways they find out are search engines (29%), followed by suggestion by a h/scp (14%) or a link in an (12%). Top 3 reasons for visiting site To find information on cancer and/or its treatment14% To find volunteering opportunities with Macmillan13% To read news about Macmillan12% Frequency and sections visited most often Less likely to be a first-time visitor (17% against 47% average visitors). Repeat visitors often visit the following sections: Rating the website Volunteers are very or extremely satisfied about all aspects of the website (83% of users were overall extremely/very satisfied by our website). 14 Site sections visited most often Get involved42% be.Macmillan39% Cancer Information29%

Helps Macmillan campaign for PABC Profile They make up 2% of our website visitors. Similar sex distribution than the average visitor. Slightly more likely to be over 65. Finding out about our website Main ways they find out are search engines (32%), followed by having received information by post (14%) or (14%). Top 3 reasons for visiting site To find information on cancer and/or its treatment17% To read news about Macmillan16% To learn how I might support Macmillan10% Frequency and sections visited most often Less likely to be a first-time visitor (30% against 47% average visitors). Repeat visitors often visit the following sections: Rating the website Campaigners are very or extremely satisfied about all aspects of the website (90% of users were overall extremely/very satisfied by our website). 15 Site sections visited most often Get involved35% be.Macmillan30% Cancer Information29%

Works in the media Profile They make up 1% of our website visitors. More likely to be men than the average visitor. More likely to be under 44.. Finding out about our website Main ways they find out are search engines (44%), followed by having received information by (10%) or suggested by friends/family (10%). Top 3 reasons for visiting site To find information on cancer and/or its treatment25% To read news about Macmillan21% To find general information about Macmillan as a charity (Who we are, how we raise money etc) 11% Frequency and sections visited most often Likely to be a first-time visitor (53% against 47% average visitors). Repeat visitors often visit the following sections: Rating the website Campaigners are very or extremely satisfied about all aspects of the website (86% of users were overall extremely/very satisfied by our website). 16 Site sections visited most often Cancer Information37% be.Macmillan20% About Us19%

Findings – additional

Website perceptions 18 Overall, survey participant are satisfied with Macmillan website. volunteering opportunities (98%) how to look after someone (4%) how to look after someone (2%) volunteering opportunities (2%) how to look after someone (2%) health or social care professionals (98%) online community (98%) online community (99%) Macmillan as a charity (2%) health or social care professionals (93%) how to look after someone (6%) find contact details for MSL (98%) online community (98%) Macmillan as a charity (3%) read news about Macmillan (74%) volunteering opportunities (71%) Macmillan as a charity (3%) health or social care professionals (93%) find volunteering opportunities (93%) visit online community (5%) find information for health or social care professionals (98%) find general information about Macmillan as a charity (3%) find information on how to look after someone (2%) Most satisfied/dissatisfied by reason for being on the site: When asked if there’s anything they couldn’t find in the website, 625 users answered. Common responses are: More local information: local support groups, local fundraising opportunities, local clinical options... More specific clinical information: clinical trials, up-to-date drug info, adverse effects of specific treatments, natural remedies, prognosis and survival rates... More information on how to support friend/family of people living with cancer.

How have they supported Macmillan? 19 70% of users who were on the site to donate or learn how to support us had supported us in some way before. Of those who had supported Macmillan, most of them had classified themselves as relatives (52%), supporters* (30%) or PLWC (12%). Supporters* and campaigners were the most likely to had donated to Macmillan before visiting the site (89% and 92% against 70% of respondents). Women are slightly more likely to say they have supported us before (75% compared to 62% of men). Visitors under 24 are slightly less likely to have supported us before (63% against 71% overall). People who have supported us before have done so in the following ways: Visitors that had made a one-time donation to Macmillan and those who are regular donors are more likely to be men than the rest of supporters (39% and 44% compared to 28% overall). Visitors that had organised a fundraising event/activity are more likely to be under 24 (17% compared to 13% overall). Visitors that had left a legacy in their will or set up a regular/payroll donation are more likely to be +65 than the rest of donors (33%, 12% and 11% compared to 8% overall). * Supporters have said that their connection with Macmillan is “I donate/raise funds for Macmillan (including by attending events)”. They may or may not be on the site to donate or find out how to support us.

How have they given time? 20 10% of users who were on the site to learn how to volunteer had given their time to us before. Of those who had given time to Macmillan before, most of them were volunteers (57%), supporters* (55%) or relatives (43%). Volunteers are the most likely to have given their time before (68% against 10% of respondents), followed by staff and campaigners (both 50% compared to 10% of overall respondents). There’s little difference in whether people have given their time before according to their age and gender. People who have given time before have done so in the following ways: Mostly fundraisers and events assistants * Supporters have said that their connection with Macmillan is “I donate/raise funds for Macmillan (including by attending events)”. They may or may not be on the site to donate or find out how to support us.

Role of professionals? 21 Visitors who were on the site to find information for health or social care professionals were asked what professional role describe them best: only 455 visitors answered. Education leads (58%), oncologists (50%), pharmacists (50%), physiotherapists (57%) and practice nurses (50%) are more likely to be first-time visitors (compared to 26% overall visitors on the site to find hscp information). Clinical nurse specialists are less likely to be first-time visitors (7% compared to 26%). Chemotherapy nurse, Admin, medial student, nurse student, dental nurse, managers, patients & family, healthcare assistants... Clinical Nurse Specialists are much more likely to be Macmillan Professionals than non-Macmillan professionals (37% compared to 15%). Information and support posts are also likely to be Macmillan Professionals (15% compared to 7% non-Macmillan professionals). Education Leads and professionals that classify themselves as Other are more likely to be non-Macmillan professionals (4% compared to 2% of Macmillan Professionals and 32% compared to 8% of Macmillan Professionals).

What services have they had access to? 22 Visitors say to have used the following Macmillan services: Worried well (33%), Relatives (28%) and Media (32%) are more likely to have not used our services before (compared to 25% overall). Macmillan professionals are more likely to have received learning & development grants (27% compared to 1%), followed by having used local information and support centres (25% compared to 5%), self-help and support groups (13% compared to 3%) and Macmillan publications (63% compared to 15%). Staff are more likely to have received a learning & development grant as well (9% compared to 1%). Volunteers and campaigners are more likely to have used local information & support centres (21% and 17% compared to 5%), volunteer buddies (2% and 4% compared to 1%) and help with transport (2% and 4% compared to 1%). Common combinations of services used are: information & advise via website and Macmillan publications (2% of visitors) information & advise via website and Macmillan nurse (2% of visitors) information & advise via website and online community (2% of visitors) information & advise via website and telephone (1% of visitors) information & advise via website and Macmillan nurse & Macmillan publications (1% of visitors) information & advise via website and online community & Macmillan publications (1% of visitors)

Where/how do they access the site? 23 Percentage of visitors by how they access our site: PLWC and worried wells are less likely to visit us at work (9% compared to 19% overall). Staff, Macmillan and non-Macmillan professionals and Media are much more likely to visit us at work (64%, 77%, 49% and 44% compared to 19%) and are also less likely to use a tablet (28%, 31%, 31% and 24% compared to 35%). Carers, relatives, staff and campaigners are slightly more likely to use a smart phone (25%, 23%, 29% and 25% compared to 19%). Macmillan professionals, volunteers and campaigners are more likely to use desktop or laptop computers (90%, 84% and 81% compared to 67% overall). Females are slightly more likely to use smart phones or tablets to access our site (82% and 84% compared to 78% overall). Visitors that are 25 to 44 are much more likely to access our site at work (45% compared to 32% overall) and visitors over 65 on the other hand are less likely to do it (2% compared to 12% overall). Users under 44 are much more likely to use smart phones to access our website (68% compared to 43% overall)

TRENDS

Overall Trends 25 Less people took the survey compared to 2012 (16,807 compared to 17,250). Users rating* information on the website as excellent have decreased. By user type: PLWC: More users say to be visiting the site to visit the online community (2014: 8%). Less first-time visitors (42% to 35%). Worried well: Quantity from 15% to 12% of overall visitors. Slightly older (+65 from 8% to 12%) and more likely to be women (from 75% to 78%). Percentage of people finding our website through search engines has decreased (74% to 68%). Less first-time visitors (75% to 68%). Carer: Less carers from 25 to 44 (from 35% to 29%). More people visiting the online community often (from 20% to 26%). Relative: Percentage has decreased (from 40% to 35%). Slightly less first-time visitors (57% to 50%). More people visiting “Get involved” section often. Macmillan Professional: Percentage has increased (from 1% to 2%). More professionals are looking for information for professionals (23% to 32%) and less on cancer an its treatment (40% to 28%). Less first-time visitors (from 21% to 10%). More people visiting “About Us” section often. Other HSCP: (new) Staff: (new) Supporter: Percentage has increased (from 8% to 11%). Less people looking for cancer information (28% to 22%). Less first-time visitors (40% to 31%). * Rating system seems to have changed. This may have affected the rating from 2012 to 2014 survey.

Overall Trends 26 Volunteer: Percentage has increased (from 1% to 2%). Less proportion of men (30% to 22%) More +65 (12% to 20%) Less first-time visitors (28% to 17%). Less users visiting cancer information often (from 42% to 29%). Campaigner: Percentage has increased (from 1% to 2%). Less proportion of men (32% to 24%) More +65 (12% to 19%) Less users visiting cancer information often (from 37% to 29%). Media: (new) More users who were on the site to make a donation said to have supported us before (64% to 70%). Supporters that have taken part on a raffle have increased (16% to 24%). More users who were on the site to give time said to have given time to us before (less than 10% to 10%). Less users have not used any Macmillan service (32% to 25%). The use of tablets to access the site has increased (22% to 35%).

Conclusions

Summary of conclusions 28 Who is visiting the website? Majority of visitors that took the survey were friends/family or people living with cancer. Significant minorities are people worried they/someone else may have cancer, supporters, non-Macmillan health/social care professionals and carers. Visitors are usually women between 35 to 65 years old. What are they visiting and how? Main reason for visiting the website is to find information on cancer and its treatment. 70% of people who have said to be on the website to find information on how to support Macmillan had supported Macmillan before. Only 10% of people who have said to be on the site to find information on how to volunteer had volunteered for Macmillan before. Nearly 50% of visitors said to have found our site via a search engine, followed by 15% of users that was suggested to them by a health/social care professional. Almost half of the respondents were on the site for the first time. Proportion of first-time visitors vary considerably according to people’s connections with Macmillan. 39% of all visitors visit the cancer information section often. This result varies according to people’s relation with Macmillan, but in all cases remains within the top 3. Most users access our site at home using a desktop or laptop computer. Information via our website seems to be the most common service people have received, followed by support from a nurse or having used Macmillan publications. What do they think about our site? User ratings show an overall satisfaction with our website. Ease in finding what they need and in using website forms and search tools are the two worst rated aspects. Macmillan staff members seem to be the most critic with the site. Do they want to hear back from us? Around 35% of visitors have said to want to hear more from us. 75% of those said to want to receive information on how to get involved, 65% information on campaigns and 45% on information for professionals.