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SUMMARY
Introduction This Presentation Pack provides a quantitative assessment of the consumer healthcare market in the US and in Europe, both in terms ofconsumers' current information requirements and the opportunities for addressing unmet needs. The Presentation Pack offers you an overviewof Internet penetration and device ownership rates, together with coverage of the specific health topics consumers are looking for, and thechannels that consumers are using to access this information. Scope - Based on the results of Datamonitor's 2002 consumer research survey of 4,500 consumers
- Coverage: France, Germany, Italy, Spain, the UK, and the US
Report Highlights The effective targeting of consumers that actively seek health information requires a detailed understanding of consumer behavior withinkey demographic groups. Datamonitor's survey found that regional factors are important in understanding consumers' use of health informationservices, however, it is the consumer's age that has a much greater impact on their online behavior. Consumers are using the Internet extensively to look for health information, with more than a third of US consumers aged 25-34 havingused the Internet to look for health information. Furthermore, health information websites now rank as the primary information channel among25-34 year olds in the US. This represents a significant opportunity for pharmaceutical companies to target certain services to theseconsumers. Reasons to Purchase - Understand how consumers of different age groups are using the Internet for healthcare purposes
- Use the exclusive findings from Datamonitor Healthcare's consumer research program as a framework for further segmentation analysis ofconsumers
TABLE OF CONTENTS
PURPOSE AND VALUE - To present the exclusive findings from Datamonitor's IMPACT consumer research program
- To profile healthcare information seekers in the US and Europe
- To highlight the use of the Internet for healthcare purposes across different age groups
- To provide a framework for segmentation analysis of consumers interested in healthcare information by age
SUMMARY OF CONTENTS - Key lessons from the age analysis
- Targeting health information seekers
- An assessment of health information seekers in the US and Europe
- Consumer technology in context
- An overview of Internet penetration rates, device ownership levels and frequency of Internet use among consumers
- Consumer segmentation analysis for online healthcare seekers
- Future opportunities
HIGHLIGHTS Over a third of US consumers aged 25-54 have used the Internet to search for health information, translating to over 14 million USconsumers and more than 9 million online healthcare seekers in the European markets covered in the survey. European offline health seekers use physicians more than those in the US, caused by lower Internet penetration and restrictedavailability of health information. Online health seekers show an increased use of traditional media channels, together with high levels ofInternet use for accessing healthcare information. Regional differences are important, however the age-factor has the greatest impact onbehavior of health seekers.
DATASETS - Figure 1: Have you looked for any health-related information in the past 12 months?
- Figure 2: In the last 12 months, who have you looked for health information for? (US)
- Figure 3: In the last 12 months, who have you looked for health information for? (Europe)
- Figure 4: In the last 12 months, what channels have you used to look for health information? (US)
- Figure 5: In the last 12 months, what channels have you used to look for health information? (Europe)
- Figure 6: Which of the following topics have you looked for in the last 12 months? (US)
- Figure 7: Which of the following topics have you looked for in the last 12 months? (Europe)
- Figure 8: When you access the Internet for personal reasons, what do you use the Internet for? (US)
- Figure 9: When you access the Internet for personal reasons, what do you use the Internet for? (Europe)
- Figure 10: Which of the following do you currently have access to? (US)
- Figure 11: Which of the following do you currently have access to? (Europe)
- Figure 12: On average, how many hours per week do you access the Internet for personal reasons? (US)
- Figure 13: On average, how many hours per week do you access the Internet for personal reasons? (Europe)
- Figure 14: Which of the following topics have you looked for in the last 12 months? (US)
- Figure 15: Which of the following topics have you looked for in the last 12 months? (Europe)
- Figure 16: In the last 12 months, what channels have you used to look for health information? (offline)
- Figure 17: In the last 12 months, what channels have you used to look for health information? (online)
- Figure 18: Which of the following would you like to have on a website? (US)
- Figure 19: Which of the following would you like to have on a website? (Europe)
- Figure 20: Would you be interested in receiving a service that would email you with the reminders to take medication at the appropriatetime? (US)
- Figure 21: Would you be interested in receiving a service that would email you with the reminders to take medication at the appropriatetime? (Europe)
- Figure 22: How would you like the Internet to have a role in your relationship with your doctor? (US)
- Figure 23: How would you like the Internet to have a role in your relationship with your doctor? (Europe)
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