Latest Trends in Consumer Use of
New Media and Technology for Health

Manhattan Research just released Cybercitizen Health™ v8.0, a market research and strategic advisory service focused on how consumers use media and technology for health information and its impact on treatment and product decisions. The study was fielded online and by telephone in Q3 2008 among 8,714 U.S. adults (ages 18+). Top trends from the study are listed below, but if you have specific questions for our analyst team or require more information for an article or project, feel free to email your request to media@manhattanresearch.com.


Growing Number of Consumers Online for Health

Over 145 million U.S. adults used the Internet to research health information in the past year – a number which has grown each year since 2000. The number of consumers searching for pharmaceutical information online has also increased to 95 million, up 16% from last year. See the press release.

In fact, more U.S. adults used the Internet than doctors to obtain health and medical information over the past year. This trend represents a noticeable change in consumer behavior from previous years, as doctors have traditionally been the top source of health information.

Manhattan Research Vice President of Research Meredith Abreu Ressi gives her take on the trend –

“Though doctors remain an essential part of an individual’s health management, consumers are increasingly comfortable using the Internet as a research tool for condition and treatment information,” said Meredith Abreu Ressi, Vice President of Research at Manhattan Research. “As healthcare coverage  - and even routine visits to the doctor - become less affordable to many Americans, the Internet has emerged as a first line of defense for consumers seeking to manage their healthcare independently.”

Manhattan Research President Mark Bard also comments on the implications for pharmaceutical marketers -


“Tough economic times cause marketers to be held more accountable for spending and measurement,” said Mark Bard, Manhattan Research President, “With over 145 million consumers online for health, new media offers cost-effective ways to reach and engage target audiences. In order to efficiently allocate budgets, companies must understand the rapidly evolving health media channels and how consumers are using them to complement and replace the traditional offline health system.”


Going Mobile for Health

Over 10 million U.S. adults use their cell phones and PDA/smartphones to look up health information.  Emerging mobile devices and applications are providing a richer experience for users and making it easier for them to find information on the go.


Evolving Consumer Use of TV, DVR and Video

DVR and online video are changing how consumers view news and entertainment. Less than half of U.S. adults watch all of their television programs live on their TV set, according to the Cybercitizen Health™ study.

Top Condition Groups Watching Streaming or Downloaded TV Programs on the Internet

Position            Condition
1.                      Acne
2.                      Adult ADHD (Attention Deficit Hyperactivity Disorder)
3.                      Eczema
4.                      Allergies
5.                      Bipolar Disorder

Among U.S. adults (18+)
Source: Cybercitizen Health™ v8.0 (2008)

“Digital video recording, faster broadband speeds, and an increase in rich media content have transformed the way that consumers view their news and entertainment,” said Meredith Abreu Ressi, Vice President of Research at Manhattan Research, “With television networks partnering with video-sharing websites like YouTube and Hulu and DVR adoption increasing, one thing is clear – when it comes to media, the consumer is in control. For healthcare and pharmaceutical marketers, it’s critical to understand how adoption rates and media mix differ by disease group. Brand teams in the know will take advantage of new advertising capabilities to hyper-target desired audiences and give them a customized brand experience.”


Patients Engaging in Health 2.0

A growing number of consumers are using social media for health and medical purposes. These outlets have become important resources for patients and caregivers seeking advice and sharing treatment experiences, offering a convenient and, to an extent, anonymous way to connect with others dealing with similar conditions.

Popular activities include visiting health-related message boards, reading and contributing to health blogs, posting health content online, and using online patient support groups. Also, a growing number of patients are rating prescription drugs and treatments on sites like iGuard.org, DailyStrength.org, and WebMD. Check out our podcast episode on user reviews of prescription drugs.

Health Social Networking Sites:


Top Condition Groups using Health 2.0 Content & Service

Position            Condition
1.                      Adult ADD/ADHD
2.                      Acne
3.                      Inflammatory Bowel Disease
4.                      Acute Pain
5.                      Migraine
6.                      Fibromyalgia
7.                      Anxiety Disorders or Social Phobia

Among U.S. adults (18+)
Source: Cybercitizen Health™ v8.0 (2008)


Prescription Medication Users

Nearly 40 million U.S. adults decided not to fill a prescription because of the cost in the past year. Women were more likely than men to not fill a prescription because of cost and top condition groups doing the same include fibromyalgia, inflammatory bowel disease, and generalized anxiety disorder patients. For more information, check out the press release.


About Cybercitizen Health™ v8.0

Cybercitizen Health™ was fielded online and by telephone in Q3 2008 among 8,714 U.S. adults (ages 18+). For more information, visit http://www.manhattanresearch.com/cch/.

About Manhattan Research

Manhattan Research, a Decision Resources, Inc. company, is a leading market research and advisory services firm for global pharmaceutical and healthcare companies. If you are interested in more health trends or analyst commentary, please email media@manhattanresearch.com.

 

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