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MediaBuyerPlanner: The internet - rather than healthcare professionals - is by far online US households' main source for healthcare information, and women more frequently than men seek such information online, according to a recent Burst Media survey, reports MarketingCharts.
Burst surveyed some 3,700 web users 18 years and older on how they research health information - including prescription drugs and over-the-counter (OTC) remedies.
The following are among the findings of the survey:
- Online health information is sought out by all age segments:
- 78.1 percent of respondents use the internet to gather health information.
- Women more than men go online for health info - 83.5 percent vs. 72.4 percent.
- 90.1 percent of women age 25-34 search for health information online.
- More than three-quarters of those 65 years and older say they go online for health information.
- Young adults refer to online health info most often:
- 40.8 percent of respondents age18-34 search online for health information at least once a week
- 29.0 percent of respondents 35 years and older do so.
- Users go online before and after visits to doctor:
- 33.9 percent of respondents research health topics online before visiting a medical professional.
- Women 25-34 are most likely (55.4 percent) to do so.
- 43.5 percent of respondents use the internet after a medical visit to research topics discussed during the visit.
- Women are more likely than men to do further online research: 50.8 percent vs. 35.5 percent.
- The internet, more than the family doctor, is the primary source of health info:
- 45.2 percent of respondents say the internet is the primary source of health information
- 23.0 percent cite health professionals, and 12.9 percent cite friends and family.
- Women more than men use the internet as their primary household health resource: 49.9 percent vs. 40.3 percent.
- Men more than women cite health professionals: 25.8 percent vs. 20.4 percent.
- Users click on drug ads:
- 23.5 percent of respondents say they have clicked on a prescription or OTC drug/remedy ad
- 24.6 percent of women and 22.3 percent of men say they have done so.
- The proportion of those who have click on ads is fairly consistent among the age segments, with the highest percentage - 27.2 percent - among respondents age 55+.
- Healthcare workers, family/friends top info sources:
- 40.4 percent cited healthcare professionals as the top source for prescription and OTC drug/remedy information.
- 35.3 percent cited family and friends.
- 29.6 percent cited websites.
- 29.3 percent pointed to pharmacists.
- 26.1 percent said TV and print ads
- Other sources: news stories (25.2 percent), internet advertising (18.6 percent) and product pamphlets/brochures (17.4 percent).
Burst provides more findings from the study, here.
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