Part of Public attitudes to data in the NHS and social care
Neutral Followers
Based on our survey responses, about 20% of the population (in England) would fall into the Neutral Followers segment.
I haven’t really thought about it, but I trust the NHS so I guess it’s fine if they use my patient data
Trust in the NHS and use of data
While people in this group are trusting of the NHS and its ability to keep patient data secure, they display an unusual mix of contradictory behaviours and views about the uses of data.
Due to the understanding of data uses being average and engagement with data security is lacking, people in this group need reassurance. However, their high trust levels mean that they are generally neutral and are happy to maintain the status quo.
A crucial feature of this group, like Confident Data Enthusiasts and Disengaged and Health Data Protective groups, is that only 53% were in strong agreement that it’s important to them to have control over where their data goes and who has access to it.
Most people (82%) in this group would want the NHS to tell them if they were to use their patient data to work in partnership with companies to research the impact of new medicines.
| Attitude | This segment | England average |
|---|---|---|
| Trust in the NHS generally* | 88% | 72% |
| Trust NHS to keep patient data secure** | 96% | 83% |
| Understanding different uses of data*** | Average | Not applicable |
| Comfort in use of data*** | High | Not applicable |
* 5-7 out of 7, where 7 is trust completely
** Combined strongly and slightly agree
*** In comparison to other segments
Significant characteristics of people in this segment
15%
are in the 16-24 age group
compared to 10% across England
97%
are confident online
compared to 87% across England
92%
This group has a higher representation in younger age groups, with a strong online presence. They are the most confident group online, and the group that spend the most time online. They are more frequent users of social media.
This segment are average users of NHS services (such as GPs or hospitals) but are also high users of online NHS services. They are very similar to the Confident Data Enthusiasts in that they use NHS owned online services (such as NHS.UK and the NHS App), as well as other health related apps and products.
What we learned
Given their average understanding of data uses and their general lack of engagement with data security, this audience can quite easily become unsettled.
We found two broad groupings of things that unsettled them:
- Things which jar with/disrupt their broadly positive (but unthought through) view of the NHS as a caring health organisation.
- Feeling overwhelmed or confused by too much or too complex information.
However, they are very unlikely to actively seek out information.
While they have a low appetite for information around data-security, they still need reassurance.
What matters to them
- This segment respond well to simple and concise messaging - we need to understand how much information they would wish to see in relation to data and transparency
- Need to focus on outcome of data use and the value it can offer society
- This group will be particularly interested in discussions around commercial models, they are uncomfortable with commercial interests and so will have strong views on the topic
- Overwhelming information - technical jargon/numbers/statistics for example
- Generic statements that appear to tell them what they assume is already happening
Last edited: 8 May 2024 5:16 pm