Consumers look to web to research health and health-related purchases
The Internet is a key source of information on health and health-related purchases, with 39% of consumers in a recent survey reporting they look online to research information on specific drugs or remedies, 38% for information on nutrition, and 32% for diet and weight loss programs. The survey, from online advertising services company Burst Media, also found that 30% of those responding look to the web for information on vitamins and supplements; 26% to research non-prescription medicines and 25% for information about health and beauty aids.
“Understanding the way consumers research health topics can help organizations better communicate not only practical day-to-day health tips, but also valuable medical information to very receptive audiences,” says Jarvis Coffin, CEO of Burst Media.
The online survey of 3,759 web users examined how people researched health information. Overall, it found that 78% turn to the Internet to gather some form of health-related information. 42% of those surveyed cited it as the primary way they gather information on health.
Women between the ages of 25 and 34 were the most likely to turn to the web for health information, with 90% reporting doing so. 64% of women within this age group cited the web as their primary source of health information, with 46% saying they go to the web for this purpose at least once a week. Males between the ages of 18 and 24 use the web to look up health information almost as frequently, with 44% saying they do so at least once a week.
Independent web sites were the most popular form of health information, cited as the main online resource by 35% of those surveyed. They were followed in popularity by health care providers’ web sites, cited by 26% of those surveyed; government web sites 24%; and the web sites of pharmaceutical companies 17%.
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