Information about the participant groups

The questionnaire [Appendix 02] on page 4 serves the association of personality traits to the design-oriented decisions in comparison of the two portals. Based on the information taken from the questionnaire [Appendix 02], nine association groups were developed with the respective subdivisions:

Gender: male, female

Age: up to 25 years, 26–35 years, 36–45 years, 46–55 years, older than 55 years

(Experience with) Computers: up to 5 years, 6–10 years, 11–15 years, more than 15 years Internet (use): up to 5 years, 6–10 years, 11–15 years, more than 15 years

Favorite color: blue, red, green, yellow, black, none

Cluster of people: people of nature, technology enthusiasts, sports people, other alloca-tions

(health) Portals already used: yes, no, perhaps unconsciously Education: training, study, no qualification

Occupational group: craft, office, pedagogy, health

4.1.1.1 Age structure of the participants

For the survey, many more users were chosen. The age of the respondents covers a range from 22 to 63 years old. Participation was 51.61% women and 48.39% men [Appendix 03].

In total, 35.48% of the participants (22.58% female and 12.90% male respondents) were under 36 years old [Appendix 04]. 64.52% of the respondents (29.03% female and 35.49% male participants) were aged 36 and more [Appendix 04].

4.1.1.2 IT knowledge and Internet use

The participants were required to state their computer usage experience from the date of the empirical survey backward (November/December 2015).

This knowledge is brought into relation to the evaluations made by the participants. Par-ticipants showing vast IT know-how and based on their experiences are expected to find the design of Portal B more attractive.

70.97% of the respondents in all age groups have used computers for more than 15 years [Appendix 05]. When considering this percentage separately according to gender, the male percentage obviously predominates contributing 45.16% whereas women only con-tribute the remaining 25.81%.

When bringing the clusters of people in relation to their practical computer knowledge, it must be concluded that office employees with 0 up to 15 years of practical computer experience are almost evenly distributed. Respondents usually working in media-related jobs usually show experience of at least 11 up to 15 years (3.226%). Participants working in the media with over 15 years of computer usage amount to 35.48%. No participant of media jobs showed less than 11 years of active computer experience.

The statements on the use of the Internet made by the participants are an important indi-cation about the target group of the visitors of Healthcare portals as well as about the number of years of having already used computers. This number of years is the focus.

Considering the use of the Internet by the participants depending on gender, it becomes obvious with women that there is no connection between the use of computers for a long time and intensive Internet research. Women too showing IT basic knowledge surf the Internet to the same extent as users who have used computers for a rather long time.

They use the Internet continuously even if they only have little program knowledge [Ap-pendix 06]. The picture is different with men. The better the computer knowledge the more frequently the Internet is used.

4.1.1.3Favorite color

The personal details about favorite colors are meant to show relationships between the IT practical usage, age and further individual details.

The participants are to select colors and tones that can be allocated to the basic colors blue, red, green, yellow and black.

The following associations are connected to colors

Blue: confidence, distance, coldness, infinity, relaxing, sportiness, sky, sea, water … [87]

Red: love, passion, anger, energy, fire, heat, danger, heart, communism, wine, cherries, roses … [88]

Green: nature, health, poison, forest, grass, recreation, hope, liveliness, summer, fresh-ness, apple, garden, spring … [89]

Yellow: sun, summer, moon, sunflowers, gold, post, wheat, broom … [90]

Black: outer space, night, coal, coffee, social code for festivities and elegance … [91]

The color favored by the participant may be a decisive aspect when evaluating the color concept for the Healthcare portal. Using the inductive research method, different combi-nations with the favorite colors chosen may lead to results that cannot be predicted at the moment.

In total, 45.16% of the participants opted for the color blue. This color was chosen as favorite color of men and women equally and both genders contribute 22.58% each [Ap-pendix 07]. This shows that the color blue speaks to each age group and that it should be integrated into the color concepts of Healthcare portals (as corporate color).

This is followed by, in equal proportions, the colors red (9.67% women, 12.90% men) and green (12.90% women and 9.67% men). The participants showed only slight interest in the colors yellow and black.

4.1.1.4 Cluster of people

Favorite colors are present in all clusters of people. Mainly women aged between 26 and 45 (29.03%) called themselves people of nature. Men of the same age group obviously

showed little enthusiasm (up to 9.68%). No participant belonging to the age group of under 25 regarded themselves as people of nature. The percentage of men in the cluster of people aged between 46 and 55 and more increases: 9.67% men and 6.45% women [Appendix 15]. The inductive research method helps us to recognize here an increasing affinity to nature—more particularly expressed by men when growing older. In contrast, young people up to the age of 25 do not regard themselves yet as people of nature. This should also be taken into account by advertising services. Products and services directed to male best-agers should be borne by natural motifs (natural subjects).

Even here, the color blue is present with all clusters of people in similar parts (16.13%

people of nature, 9.67% technology enthusiasts, 9.67% sports people, 9.67% other allo-cations [Appendix 08]).

In addition, a similar percentage of the people of nature chose to opt for the colors red (12.90%) and green (12.90%). These people did not choose yellow at all. This should be taken into account when doing advertising directed to people of nature.

Technology enthusiasts, on the other hand, apart from blue, additionally chose red and green to the same extent (9.67% each). Apparently people of nature and technology enthusiasts do not differ basically in their positive color perception.

It is different with the sportspeople. They exclusively prefer the color blue. Product place-ments for sportspeople should be done only with the help of blue tonal values.

4.1.1.5Previous use of Healthcare portals

Healthcare portals have been used consciously so far by technology enthusiasts (19.35%).

The figure for the people of nature was only 12.90%. 35.48% of the people of nature have admitted that they had never looked for information on Healthcare portals before or that they had not been aware of this. In contrast, only 12.90% of the technology enthusiasts had no experience with these portals [Appendix 09]. This shows that users with competent computer knowledge call up Healthcare portals specifically, whereas people of nature frequently decide unconsciously for different sources for health-related recommenda-tions. This should have effects on advertising for Healthcare portals on the Internet (on the Internet as banner ads on other websites or in any other manner).

This is less important for adverts placed by other organizations or the products on the website of Healthcare portals.

4.1.1.6Professional qualifications of the test persons

The participants showed the following professional qualifications: completed apprentice-ship 54.84% (35.49% female, 19.35% male), a university or college degree 41.94%

(16.13% female, 25.81% male). 3.23% (one participant) showed no completed training.

38.71% of the participants belonging to the professional group Office have accredited vocational certificates and 6.45% a university or college degree. 25.80% of the partici-pants belonging to the media professionals have university or college degrees and 12.90%

accredited vocational certificates. These two professional groups account for the largest share.

22.58% belonging to the cluster of people of nature have completed apprenticeships and 25.80% university degrees. Among the technology enthusiasts, there are 22.58% with completed apprenticeships and 9.67% with university or college degrees.

Considering the professional qualifications in connection with favorite colors, blue is pre-sent with all professional careers. This means that the color blue does not show any con-nections to the different experiences of a university study or apprenticeship, but rather experiences made within a cultural field.

4.1.1.7Summary of the participants’ groups

There were 51.61% women and 48.39% men all aged between 22 and 63 involved in this research project.

Blue was chosen as the favorite color (45.16%) by members of all clusters of people, age groups, people with different professional qualifications and participants of both genders.

It is followed immediately by red and green in equal shares.

Among the participants who have already used Healthcare portals, the technology enthu-siasts account for the largest part.

Among the respondents, there are many more people of nature having a university diploma/Bachelor/Master than the technology enthusiasts. In general terms, it can be

noted that technology enthusiasts spend more time at the computer and that they can translate their frequent usage into knowledge enhancement, whereas many academics focus on recreation and nature.