United States Department of Agriculture (USDA) eGovernment Program

#########  {#section .unnumbered}

######### FSIS Audience Analysis {#fsis-audience-analysis .unnumbered}

*September 2003*

![](media/image1.jpeg){width="1.75in" height="1.2666666666666666in"}

**Table of Contents**

[Revision History 3](#revision-history)

[1 Introduction 4](#introduction)

[2 Universal Findings 5](#universal-findings)

[3 FSIS Employees 5](#fsis-employees)

[4 Advocacy Groups 7](#advocacy-groups)

[5 Agribusiness Professionals 7](#agribusiness-professionals)

[6 General Consumers 8](#general-consumers)

[7 Children and Caregivers 10](#children-and-caregivers)

[8 Press and Media 10](#press-and-media)

[9 Educators, Academia 11](#educators-academia)

[10 Scientists, Researchers, Laboratories
12](#scientists-researchers-laboratories)

[11 International Users 13](#international-users)

[12 Congress, State and Federal Government
14](#congress-state-and-federal-government)

[13 Healthcare Providers 15](#healthcare-providers)

[14 Endnotes 16](#endnotes)

# Revision History {#revision-history .unnumbered}

## Previous Change History {#previous-change-history .unnumbered}

Table a -- Previous Change History

  --------------------------- ------------------------ -------------------------- -----------------------------
  **[Version]{.smallcaps}**   **[Date]{.smallcaps}**   **[Author]{.smallcaps}**   **[Comment]{.smallcaps}**

  0.0                         09/08/2003               Jennifer Murphy            Initial Template

  0.1                         09/10/2003               Cristin Witcher            Document Draft

  0.2                         09/16/2003               Cristin Witcher            Document Revisions per Jen's
                                                                                  Review

  0.3                         09/20/2003               Cristin Witcher            Updated with Endnotes

  0.4                         10/02/2003               Cristin Witcher            Updated with Information on
                                                                                  Other Public Sector Users

  0.5                         10/17/2003               Cristin Witcher            Updated with Specific Mention
                                                                                  of Job Seekers

                                                                                  

                                                                                  

                                                                                  

                                                                                  

                                                                                  

                                                                                  

                                                                                  
  --------------------------- ------------------------ -------------------------- -----------------------------

# Introduction

## Document Objective and Summary {#document-objective-and-summary .unnumbered}

In the agency's most recent effort to serve constituents effectively,
FSIS is mirroring the increased enterprise focus on eGovernment, and
attempting to better communicate with the public online. This public has
a diverse face, and is comprised of a significant number of constituent
groups. As a government organization, FSIS is tasked with addressing the
needs of each. These groups all come to the agency seeking varying types
of public health information. FSIS must recognize the distinctions
between groups in order to meet audience needs appropriately, and
provide personalized customer service. This document focuses on
identifying existing FSIS online user groups, and analyzing their traits
and online intentions. This compilation of customer data will serve as a
useful reference in decisions regarding eGovernment, and more
specifically the agency's Web site re-design.

This document describes each composite online customer group at a
high-level. Information includes audience size and identified
demographics. The document outlines the types of information users seek,
and the frequency of these interactions. It addresses user groups'
attitudes and awareness level of FSIS. Finally, the document assesses
each group's readiness to interact with the government via electronic
and Internet-based applications.

This analysis highlights the following FSIS online user groups:

-   Employees and Job Applicants

-   Advocacy Groups

-   Agricultural Producers, Processing Plants, Businesses

-   General Consumers

-   Children and Caregivers

-   Press and Media

-   Educators and Academia

-   Scientists, Researchers, Laboratories

-   International Users

-   Congress, State and Federal Government, Sister Agencies

-   Healthcare Providers

## Methodology {#methodology .unnumbered}

The bulk of this user information was obtained from key FSIS
supervisors, managers, and staff during a series of visioning sessions
and small group meetings. These individuals were selected to participate
in the definition of user groups because as employees and stakeholders,
they are most capable of verbalizing relevant constituent needs. In
addition to input from agency stakeholders, FSIS audience information
was leveraged from existing documentation. Data from this analysis was
derived from the following:

-   USDA Web Presence Initiative Audience Analysis

-   USDA eGovernment Readiness Assessment

-   ERS User Personas

-   US Census Bureau

# Universal Findings

At the most basic level each potential user of the FSIS Web site has the
same survival needs---food, water, shelter, etc. While food is such a
vital part of culture and health, we in the United States generally take
for granted the safety of our food supply. The responsibilities of
public health agencies like FSIS are relatively transparent to the end
consumers of meat, poultry, and other food products. In some ways the
low level of awareness of this agency is a testament to the success of
public health policies and procedures.

However, when a constituent, like a consumer, educator, or healthcare
provider visits the FSIS site it is largely because that individual has
some pressing need for food safety information. Given that FSIS
recognition is low, a casual Internet surfer will not typically land on
the agency's front page. Therefore, users intentionally in search of
FSIS information and services require a site that enables them to
quickly find desired content. While this content will meet distinct
needs depending upon user group, the demand for fluidity and ease-of-use
is common to all audiences.

Also because the majority of the population does not distinguish between
the Department of Agriculture and the Food Safety and Inspection
Service, FSIS needs to be purposeful in representing its identity across
user groups. The re-designed Web site represents the ideal opportunity
to heighten user awareness by highlighting critical information, major
public health responsibilities, and agency functions. Additionally, the
Web is a strong medium for projecting the desired agency image---one
that instills a recognizable sense of safety, seriousness and
confidence.

Lastly, though the current trend in both the private and public sectors
is to transact business efficiently, online, and with automated tools,
across the board users desire concise FSIS contact information. Users
want to be able to create traditional connections, and ask questions of
live, knowledgeable agency resources.

# FSIS Employees

## Audience Profile {#audience-profile .unnumbered}

The employee user group represents all FSIS employees including agency
directors, managers and staff level personnel, field office personnel,
and office support staff. This is one of the largest segments of the
online user population. It is also one of the most divided.

## Demographics {#demographics .unnumbered}

Individuals working in more traditional desk positions in the Department
Headquarters building make up about 20% of the employee population.
Inspectors and field office personnel make up the remainder of the
group. Approximately 7,000 of the 9,000+ agency employees are
inspectors, veterinarians, and other members of the field office
workforce.

Inspectors can be further divided into two distinct groups. The first,
and larger of the two, includes those laborers who actually work on the
processing plant floor. They are the unionized employees charged with
the careful monitoring of plant processes and products. These
individuals have almost no opportunity to access the Web. The second
inspector group includes those employees who hold a degree in food
science or are tenured members of the FSIS inspection staff. They are
managers, veterinarians, and other field office specialists. These
individuals do not belong to a union, and as a result of having been
employed by FSIS for a longer period of time, are more experienced and
better compensated for their work.

## Interactions with FSIS, Informational Needs {#interactions-with-fsis-informational-needs .unnumbered}

FSIS inspectors desire ready access to directives, regulations, notices,
and other industry news and updates. Regulations document government
mandates to be imposed on the plant floor. Currently, these users do not
have fingertip access to this, and other information that they need to
do their jobs as effectively as possible.

These users also desire information on training, classes, and
activities. Generally inspectors on the plant floor are motivated to
achieve respect, success, and career development in their current roles
so that they can begin to move through the defined organizational
hierarchy. Therefore, training is a top priority. This user group also
needs access to workplace violence prevention information, a calendar of
meetings and events, backgrounders, speeches, the strategic plan, and
consolidated benefits information on health care, child care, and
retirement planning.

Headquarter employees desire much of the same information as inspectors
but have the added benefit of being able to access the FSIS site from
their individual computers throughout the day. These resources research
and communicate online about their careers, responsibilities, agency
services, programs, and opportunities. Though communication can
sometimes be a problem within the agency, generally, these individuals
have the most access to FSIS knowledge nation-wide.

With the growth of eGovernment across the Enterprise, FSIS is moving
toward an automated application and hiring process. This shift opens up
the employee audience group to include prospective agency employees and
job applicants. These users desire concise position descriptions,
compensation information, and application procedures. The Web site could
be a primary means of informing and attracting the best talent to the
agency. Career and application information should therefore be displayed
in one logical and centralized online location.

## Computer and Internet Access {#computer-and-internet-access .unnumbered}

The attitude of employees towards the use of the Internet to conduct
services is varied. Employees staffed in the Department Headquarters
enjoy the convenience and speed of conducting business online. Field
employees however, are frustrated by lack of access and slow connection
speeds. These individuals often do not have e-mail addresses, Internet
training, or the desire to access electronic resources. This is a
significant agency challenge.

# Advocacy Groups

## Audience Profile {#audience-profile-1 .unnumbered}

The advocacy group users are members of consumer groups, special
interest groups, non-government associations and religious
organizations. They are researching and contacting FSIS in response to a
specific cause. Members of advocacy groups are often passionate
activists and tend to be involved, energetic, and vocal in transactions
with both the agency and the public. This group can also be largely
adversarial in dealings with the agency.

## Demographics {#demographics-1 .unnumbered}

Consumers from the advocacy segment typically hold a 4-year college
level degree. They tend to be well educated and passionate on specific
subject areas.

## Interactions with FSIS, Informational Needs {#interactions-with-fsis-informational-needs-1 .unnumbered}

The main priority of most advocacy and consumer groups is to protect the
public health rights of the American people. Some of these users are
motivated by a personal foodborne illness crisis. They seek information
on regulations, directives, FOIA, recalls, press releases, plants,
speeches, labeling, upcoming meetings, and new technologies. These users
have interacted with FSIS previously and are comfortable with the
agency's responsibilities. They are one of the few user segments that
recognizes FSIS' place within USDA.

## Computer and Internet Access {#computer-and-internet-access-1 .unnumbered}

Most members of advocacy groups have Internet access from either home or
work, and use it regularly. These users are more motivated and issue
savvy than the majority of the general public. They will frequent the
FSIS Web site to research regulations, policies, and general interests.

# Agribusiness Professionals

## Audience Profile {#audience-profile-2 .unnumbered}

Agricultural producers are non-farm agriculture related business owners,
managers and employees. They look to FSIS for guidance on regulations,
policy, and legislation. Like members of advocacy groups, these users
also tend to see FSIS as a bit of an adversary because of the agency's
responsibility to enforce regulations and sometimes institute penalties
that negatively affect business margins.

## Demographics {#demographics-2 .unnumbered}

The leadership of non-farm agriculture related businesses is a
well-educated group. Additionally, according to the Bureau of Labor
Studies, the agricultural industry is predominately male, with
approximately 25% of the population being female. These business
professionals are goal oriented and business minded.^1^

## Interactions with FSIS, Informational Needs {#interactions-with-fsis-informational-needs-2 .unnumbered}

Agribusiness professionals are primarily interested in press releases,
labeling requirements, and regulatory information. However, these users
come to FSIS from the perspective that they must meet with agency
mandates in order to run successful businesses. These users desire
licensing information for opening a new plant, as well as newsletters,
and information on district offices and tech centers. They are
interested in accessing the training programs available to FSIS
inspection employees online. To maintain profitable businesses these
individuals need access to HACCP information, state partnership
information, and a concise FSIS contact list.

There is also a segment of the business user population that is
interested in information on imports and exports. These domestic
establishments must understand the requirements for exporting meat,
poultry, and egg products to markets outside of the US.

## Computer and Internet Access {#computer-and-internet-access-2 .unnumbered}

Most business professionals access the Internet regularly from home or
work. These users are motivated to interact with the agency, and access
information from the FSIS Web site because the health of their
businesses depends upon compliance with agency regulations. They will
frequent the FSIS Web site to research regulations, business needs, and
general interests.

# General Consumers

## Audience Profile {#audience-profile-3 .unnumbered}

FSIS serves all 285 million Americans. Though food safety and public
health services are often transparent to the consumer, agency functions
help ensure the security of the food supply in the United States each
day.

More directly, FSIS online users include citizens interested in general
food safety information, as well as those that have experienced a
specific problem with their food and need to contact the Meat and
Poultry Hotline for next steps.

## Demographics {#demographics-3 .unnumbered}

58% of American Internet users, or 68 million adults, have visited at
least one government Web site, and most have visited more than one.^2^
From that statistic alone it is evident that the general public provides
a large audience base for the Web sites of government agencies like
FSIS.

Due to the aging of the baby boom generation the median age of the
American population is the highest in history---35.3 years. According to
the 2000 U.S. Census, an overwhelming majority of this population has
completed a high school education with 31% holding a Bachelor's or
Graduate degree. The number of families maintained by unmarried women is
on the rise. The average household contains 2.59 members. The median
household income is \$42,257.^3^

At 13% of the overall population, the 37 million Hispanic residents of
the United States represent an important minority. Roughly half are
fluent in both English and Spanish, while half are Spanish dominant.
About 50% of Hispanics remain concentrated in Texas, California, and New
York. 54% of Hispanics live in the suburbs.^4^

## Interactions with FSIS, Informational Needs {#interactions-with-fsis-informational-needs-3 .unnumbered}

The overall lack of distinction this group makes between USDA and FSIS
has been previously discussed. As a result of this low level of agency
awareness, the general public typically only interacts with FSIS when
searching for specific information, or seeking to fill an identified
need. Some potential areas of interest include recall information,
outbreak information, USDA Meat and Poultry Hotline contact information,
and information about public events and meetings. These users might also
desire general information about FSIS, such as a description of program
areas, news, hot topics, and food safety information.

During the summer of 2003 a significant portion of the East Coast
experienced a power outage. This blackout affected millions of
Americans. Once power was restored these general consumers accessed the
FSIS Web site to find out what to do with their perishable food items.
This is a good example of desired consumer content. These users have
little time to devote to extensive searching for information online.
They desire easy access to practical content.

## Computer and Internet Access  {#computer-and-internet-access-3 .unnumbered}

There is significant variation in computer and Internet access among the
general public. On the whole, Internet usage continues to rise in the
United States however, growth rates have slowed considerably from the
mid 1990s.^5^ The percentage of households nation-wide with Internet
access is 42%. Of these households nearly 65% connect at speeds of 56k
or less according to Nielsen / Netratings. Thirteen percent of Americans
regularly connect from home via broadband.^6^

Because of the continuing prevalence of the Internet and other
technologies in American society, the general public is becoming
increasingly more comfortable with turning to online resources to access
information and services. Further, these people tend to trust the
information they receive from official websites such as FSIS.

As the Hispanic population is a growing minority group, it is important
to understand specifics about their Web usage trends. Seventy eight
percent of Hispanics in the United States, who use computers, have a
computer at home. The average Hispanic computer user is approximately 30
years-old. These individuals spend about 55% of their online time with
Spanish language resources.^7^

# Children and Caregivers

## Audience Profile {#audience-profile-4 .unnumbered}

This user group includes students and children who access the FSIS Web
site for food safety information. For younger Americans, conducting
research on the site is often prompted by a school project or homework
assignment. The youngest viewers in this group may access the site with
a parent or guardian.

## Demographics {#demographics-4 .unnumbered}

According to the U.S. Census there are approximately 60 million
school-aged children in the United States.^8^ The level of education,
and reading and cognitive abilities for this group varies by age. Again,
the typical student is largely unaware of the programs and services
offered by FSIS, and the benefits of these services to the American
people.

## Interactions with FSIS, Informational Needs {#interactions-with-fsis-informational-needs-4 .unnumbered}

Currently, children make up one of the smaller user groups of FSIS
online. However, government agencies are being increasingly encouraged
to create educational and entertaining Web pages for children. Perhaps
with this new emphasis, more children will come to the site and learn
about food safety.

Today, students interacting with FSIS most often seek information in
order to complete a homework assignment or some other assigned task.
FSIS online does include games and puzzles for younger users.

## Computer and Internet Access {#computer-and-internet-access-4 .unnumbered}

The Internet has the potential to be a strong educational tool for
children in the United States. In particular, young children with
Internet access are enthusiastic about using the Web as a resource. FSIS
could take advantage of this enthusiasm and provide more interactive
food safety education tools to members of this user group online.

In 2001, 99% of U.S. schools had Internet access, with 85% of those
leveraging broadband connections. 57% of children have Internet access
both at home and at school. However, children of low-income households
are less likely to have access at home, limiting their Internet use to
school hours.^9^

# Press and Media

## Audience Profile {#audience-profile-5 .unnumbered}

Users in this group are writers, reporters, freelance journalists, and
other media professionals working for radio, television, and newspaper
producers.

##  Demographics {#demographics-5 .unnumbered}

This audience group is well-written and well-spoken. Their ability to
intelligently deliver news and information often makes them influential
to the general public. Their minimum level of education is a 4-year
college degree. Media professionals are motivated, persistent, and work
on a deadline. These users seek information on a need-to-know basis.
While accurate research is critical to publishing strong spots and
columns, these users do not want to spend a significant amount of time
searching for data.^10^

## Interactions with FSIS, Informational Needs {#interactions-with-fsis-informational-needs-5 .unnumbered}

Journalists interact with FSIS both online, and via interviews with
subject matter experts and agency personnel. They use the Web to verify
information, provide background, and add hard facts to stories and
primary source material. Also, because FSIS is a regulatory agency many
members of this audience group see it as an objective source of food
safety and recall information.

Again, these users require quick access to accurate data. They are
typically under a time crunch and want to spend less time searching and
more time formatting facts for personal analysis. From FSIS they are
interested in recall information, press releases, speeches, notices,
regulations and directives, upcoming events, and high-resolution photos.
The Internet provides the most efficient path to this information.

## Computer and Internet Access {#computer-and-internet-access-5 .unnumbered}

Almost all members of the media have desktop or laptop computers in
their offices and homes. They are technically savvy, use email
extensively, and go to the Internet regularly for research and personal
purposes.

# Educators, Academia

## Audience Profile {#audience-profile-6 .unnumbered}

This user group is comprised of individuals from a broad cross section
of the education community. For example users include K-12 educators
teaching a food safety curriculum in public and private schools. Also
included are teaching professionals and researchers that desire focused
material in a particular area of interest---perhaps public health or
food science. The group includes university-based professionals working
in scientific fields such as human nutrition, food science, biology,
veterinary medicine, and public health.

Moving beyond the more traditional definitions of academic users, this
group also includes student teachers, or adult and teen leaders teaching
in non-classroom settings such as the 4-H club, Boys and Girls Club, and
YMCA. Lastly, a relatively large segment of the FSIS online visitor
population is school cafeteria staff and food preparers. These
individuals are concerned with providing safe school lunches to students
in the United States.

## Demographics {#demographics-6 .unnumbered}

Traditional educators are driven by the pursuit of knowledge, both
within the classroom as well as within their research. They desire
access to information that is relevant, accurate, and on the cutting
edge of their field.^11^ Many of these professionals are motivated to
shape, inspire, and protect this nation's young people. The majority
hold a minimum of a 4-year college degree and many have, or are working
toward more advanced degrees.

## Interactions with FSIS, Informational Needs {#interactions-with-fsis-informational-needs-6 .unnumbered}

The average educator that is a consumer of online food safety
information accesses the site periodically to update their curriculum
and teaching materials, benefit from free or low-cost teaching aides and
lesson plans, research related topics for lectures, projects, and
papers, or stay informed on current agency updates that could
potentially impact the health of their students. These individuals also
desire presentations, videos, FSIS training materials including HACCP
information, and a link to information on the school lunch program.

## Computer and Internet Access {#computer-and-internet-access-6 .unnumbered}

The academic user group is possibly the most technically savvy of all
FSIS users. The majority have a computer with a broadband or dedicated
dial-up connection at home. Moreover, nearly 100% of schools, colleges,
and universities have machines with high-speed networks and Internet
connections.^12^ These users email extensively, access the Internet
daily and have computers that allow them to take advantage of advanced
applications. They are comfortable, and in many cases prefer,
transacting business online. The challenge therefore, is not accessing
the Internet but rather locating needed, wanted, and applicable
information. The group desires content that is well organized,
searchable, and accessible.

# Scientists, Researchers, Laboratories

## Audience Profile {#audience-profile-7 .unnumbered}

This group is comprised of scientists, researchers, and laboratories
interested in food science information including new policies,
technologies, and processes.

## Demographics {#demographics-7 .unnumbered}

These scientists and researchers are driven by the pursuit of discovery.
They want to be able to access information that will allow them to
accurately test samples, further their own studies, or test a
hypothesis. These users are researching FSIS data to use in writing
technical articles, support advocacy arguments and suits against the
agency, and ensure compliance with defined regulations. The majority of
these users have the minimum of a 4-year college level degree. Many have
or are working toward more advanced graduate degrees.

## Interactions with FSIS, Informational Needs {#interactions-with-fsis-informational-needs-7 .unnumbered}

Lab personnel come to the FSIS site whenever they are in search of
information regarding testing methods and processes, contracting for
FSIS, industry compliance, technical data and FSIS issued notices and
directives. Members of this group also desire access to any available
research summaries and publications.

## Computer and Internet Access {#computer-and-internet-access-7 .unnumbered}

Scientists and researchers are highly educated and technically savvy.
They use email extensively, and access the Internet regularly for
research, and personal purposes. In fact, the Internet has become one of
their primary tools in information gathering. Users read publications,
subscribe to topical list servs and websites, and collaborate with
peers.

# International Users

## Audience Profile {#audience-profile-8 .unnumbered}

The international user group consists of businesses, and foreign
governments involved with importing or exporting of meat, poultry, or
egg products to the United States.

## Demographics {#demographics-8 .unnumbered}

There are currently 32 countries that export FSIS regulated products to
the US. The individuals involved in maintaining these trade
relationships are educated members of foreign industry and foreign
government. While a significant number of these international users come
from Spanish speaking countries, they do tend to have strong English
speaking skills.

## Interactions with FSIS, Informational Needs {#interactions-with-fsis-informational-needs-8 .unnumbered}

Individuals involved with international industry or government are
motivated to interact with FSIS for two main reasons. These users are
either members of countries and agricultural production establishments
that are already approved to trade with the United States, or seeking
approval to become trade partners. These people specifically seek
information on US import regulations, labeling requirements, customs
requirements, re-inspection guidelines, equivalence requirements and
equivalence audit results, and listings of countries and businesses
approved for international trade. A smaller percentage of these users
access the site for information on Codex Office responsibilities,
activities, and upcoming meetings.

## Computer and Internet Access {#computer-and-internet-access-8 .unnumbered}

Individuals from foreign production establishments and foreign
governments tend to have occupations in which they have frequent access
to the Web and other electronic applications. These users are generally
comfortable with conducting business online, especially in international
interactions.

# Congress, State and Federal Government

## Audience Profile {#audience-profile-9 .unnumbered}

Functional dependencies exist between FSIS, public health agencies with
related missions, and local, state, and federal government
organizations. While individuals from other public sector groups are
secondary consumers of agency information, they must not be overlooked.

Sister public health agencies include CDC, FDA, EPA, and APHIS. Each is
charged with protecting the food supply at some point along the farm to
table continuum. Also part of the public sector, 28 states are
responsible for inspecting local meat and poultry production plants.
State inspection programs are audited by FSIS and must adopt applicable
FSIS regulations and directives.

## Demographics {#demographics-9 .unnumbered}

Members of other governmental agencies and organizations tend to come to
FSIS with very specific needs. Therefore, these users desire quick
access to desired information. Because they tend to be comfortable with
government processes, they will not hesitate to contact agency resources
directly rather than spend time searching unsuccessfully.

## Interactions with FSIS, Informational Needs {#interactions-with-fsis-informational-needs-9 .unnumbered}

In order to best serve their own constituents, users from other public
health agencies must understand FSIS, as well as the integration points
between related agencies. They desire background information on FSIS
specifically mission, responsibilities, organizational structure, and
contact information.

State inspection officials seek information on regulations, inspection
requirements, procedures, and training. This group's needs are similar
to the needs of the FSIS federal inspection officers that are staffed in
establishments nationwide. They work to ensure the safety of meat and
poultry products on the state and retail level.

## Computer and Internet Access {#computer-and-internet-access-9 .unnumbered}

As is evident across all audience groups, Internet use is varied among
governmental employees. Those individuals that work in traditional desk
positions have easy access to online resources. However, state
inspection employees, like field office officials, have very little
opportunity to access Internet based information and services.

# Healthcare Providers

## Audience Profile {#audience-profile-10 .unnumbered}

These individuals are responsible for the health of American citizens
each day. As a result they need to be informed about medical conditions
including the occurrence, symptoms of, and cures for foodborne
illnesses.

## Demographics {#demographics-10 .unnumbered}

Healthcare professionals represent one of the smaller audiences of FSIS
online. However, the information that they seek from the Web site is
critical to the well-being of their patients. These users are
well-educated, and are motivated to be informed on the issue of public
health.

## Interactions with FSIS, Informational Needs {#interactions-with-fsis-informational-needs-10 .unnumbered}

Users from this group will access the site periodically in order to
update themselves on issues related to food science and health. They are
interested in general information about the diagnosis and treatment of
foodborne illness, a subject in which they are not necessarily well
versed. These individuals may also look to the Web to receive alerts in
cases of emergencies, outbreaks, or wide-spread health incidents. They
may be interested in the USDA Meat and Poultry Hotline, public health
service information, and lab reports.

## Computer and Internet Access {#computer-and-internet-access-10 .unnumbered}

Almost all healthcare professionals have access to a desktop or laptop
computer in their home or office. However, their time online during the
day might be limited if they are responsible for patient appointments.
These users are well-educated and typically comfortable with e-mail,
Internet, and other electronic applications. They use a computer for
both research and personal purposes.

#   {#section-1 .unnumbered}

# Endnotes

1.  USDA Web Presence Initiative Audience Analysis: eGovernment Team,
    September 2003.

2.  [www.pewinternet.org](http://www.pewinternet.org/), Pew Internet and
    American Life Project Survey: Pew Research Center, December 2001.

3.  US Census Bureau, August 2000.

4.  US Census Bureau, August 2000.

5.  USDA/OCIO eGovernment Readiness Assessment: eGovernment Team,
    December 2001.

6.  [www.nielsen-netratings.com](http://www.nielsen-netratings.com/),
    Nielsen/Netratings, August 4, 2003.

7.  USDA Web Presence Initiative Audience Analysis: eGovernment Team,
    September 2003.

8.  US Census Bureau, August 2000.

9.  USDA/OCIO eGovernment Readiness Assessment: eGovernment Team,
    December 2001.

10. www.ers.usda.gov/AboutERS/OurSite/Personas/Press_Media.pdf, ERS User
    Persona- Press/Media

11. www.ers.usda.gov/AboutERS/OurSite/Personas/Researchers.pdf, ERS User
    Persona- Researchers

12. USDA/OCIO eGovernment Readiness Assessment: eGovernment Team,
    December 2001.