Senior Director of Research Monique Levy provides in-depth data and analysis around various aspects of consumer online health video, including consumption patterns, impact on health behavior, and the role of YouTube
September 27, 2010, New York, NY –
Pharmaceutical and healthcare market research company Manhattan Research releases its latest report, “Consumer Online Health Video: Understanding Consumption Patterns to Optimize Implementation.” This report explores consumer demand for online health video and the impact of this format on health behavior. Adoption of online health video has increased significantly among U.S. consumers online for prescription drug information in particular, growing from 21% in 2007 to 48% in 2009. The report also details where consumers watch health video and which genres they prefer, as well as the challenges and opportunities in leveraging YouTube. For example, marketers should be aware that significantly more consumers watch online health video on general health and news websites than on YouTube.
“Optimizing online health video investments can be tricky,” said Monique Levy, Senior Director of Research at Manhattan Research and lead author of the report. “Consumers tend to watch health video where they are already getting health information and don’t necessarily go online intending to find health video, suggesting a distributed video strategy is best. However, this approach is often more costly than investing in a single channel.”
“Consumer Online Health Video: Understanding Consumption Patterns to Optimize Implementation” is from Manhattan Research’s ePharma Consumer® v9.0 study, which is focused on the attitudes and behaviors of consumers seeking pharmaceutical information online. The study was conducted via online survey in Q4 2009 among 6,575 U.S. adults (age 18+).
For more information about the report and its table of contents, please visit www.manhattanresearch.com/online-health-video
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About Manhattan Research Reports
Manhattan Research offers in-depth reports on important trends in physician and consumer use of digital media and technology for health. The report series draws from interviews conducted with nearly 20,000 physicians and consumers about their behaviors, attitudes, and future interests as it relates to their use of the Internet and other technologies for health and treatment decisions. Each PDF report includes a written analysis, supporting graphs and data, and strategic takeaways. For more information, please visit www.manhattanresearch.com/reports