Cybercitizen Health™ Europe

is a syndicated multi-client study and advisory service focused on key research topics and trends impacting the European consumer health marketplace. The study objectives are to identify and analyse the behaviour, attitudes and demographics of the consumer population who use technology and the Internet for health purposes, as well as further segmenting the population by therapeutic area, technology utilisation, and motivation.

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Media Profile

• Overall media consumption – television, radio, Internet, books, magazines, newspapers
• Frequency of Internet Access
• Type(s) of Internet connection and location(s) of access
• Online media profile – search engines, websites visited, advanced activities
• Technology adoption – including MP3/iPod, PDA, SMS Messaging, smartphones
• Advanced activities online – online video, blogs, podcasting, wikis
  

Health Information Sources

• Use and relative influence of physicians, nurses, pharmacists, friends and family
• Top health and pharma websites visited
• Use of pharmaceutical corporate and product websites
• Search engine reliance and behavior
• Health topics researched online
• Use and interest in health email newsletters, support groups, chat rooms, and disease management tools
• Interest in Web 2.0 technologies for health and pharmaceutical information
  

Therapeutic Profile and Relationship with Physician

• Requesting prescription medication from physician
• Discussing information found online with physician
• Caregivers and family health managers
• Diagnosed conditions, prescription medication profile

RESEARCH METHODOLOGY & SCOPE

• Online panel study with 4,079 European consumers
• Quotas of at least 600 consumers per five EU countries – United Kingdom, Germany, Spain, Italy, France
• Quotas of at least 300 consumers per country for Belgium and Sweden
• Quotas of at least 150 consumers per country for the Netherlands, Poland, Portugal
• Estimated survey length of 25 minutes (average complete time)
• 125 questions yielding 1000 variables
• Fielded in Q3 2008

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