To understand the InternetÂ™s role in consumersÂ™ search for wellness information, Burst Media surveyed nearly 1,700 Web users 18 years and older in May 2008 about how they research wellness topics online. Wellness research encompasses many topics including fitness, diet, health and beauty. According to the survey, two out of three (66.2%) respondents use the Internet to gather wellness information. Overall, nutrition information is the most popular wellness topic to research online (38.4%).
The Burst survey found that one-third (33.9%) of respondents research wellness information at least once per week and 10.7% search daily. Respondents 25-34 years are the most active consumers of online wellness information. Among this segment, 45.9% research wellness information online at least once per week and one in six (16.3%) search for wellness information daily.
The Burst survey also revealed several interesting findings about how wellness information is procured online. These include:
Gender, not age, largest factor in reliance on online wellness information: Women are significantly more likely than men to use the Internet as a wellness resource – 71.7% versus 60.5%. This usage is fairly consistent among all female age segments, rising from 66.0% among women 18-24 years to 75% among women 55 years and older. Interestingly, women 65 years and older are also very active consumers of online wellness information. In fact, among this group 18.0% say they search daily for online wellness information.
|Among men, usage of the Internet as a wellness resource jumps significantly with respondents 45 years and older.|
More education = Greater reliance on online wellness resources: Survey respondents with some college and college graduates are significantly more likely than respondents with only a high school education to seek wellness information online – 67.9% vs. 59.5%, respectively.
Wellness content is king: Commercial wellness/health websites, such as Wellness.com and WebMD.com, condition-specific sites, blogs and forums are the most popular resources to turn to for wellness information, with over one-third of respondents utilizing these resources (36.3% and 34.6%, respectively). Commercial health/wellness web sites are particularly popular with women 55 years and older and respondents reporting household income of $100,000. Other resources utilized for gathering wellness information include healthcare provider websites (27.6%), government websites (27.6%) and corporate websites (18.2%).
The great thing about the Internet has always been the ability for people to seek out niche content, like data on a particular health condition. Advertising and marketing online has lagged behind that consumer behavior, said Jarvis Coffin, CEO of Burst Media. The demographic of people that seek wellness information is a marketerÂ™s dream, both from an age, gender and income perspective.
About Burst Media
An online media and technology company founded in 1995, Burst Media (www.burstmedia.com) is a leading provider of advertising representation, services and technology to independent Web Publishers. Burst Media levels the playing field for these independent web publishers and enables advertisers to reach finely segmented, engaged consumers as they visit BurstÂ™s extensive number of interest-based sub-channels. Through its Burst Network and Burst Direct offerings, the company represents the broadest and deepest number of interest-based websites online. Burst also markets its ad management platform, AdConductor Â„, which empowers content web sites, online ad networks, and web portals to manage the complete process of ad sales and service. Burst Media is headquartered in Burlington, Massachusetts, with offices throughout the United States and in London, UK. For more information, visit www.burstmedia.com or call 781.272.5544.
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