New Study Shows Internet Directing Consumers’ Choice of Health Services and Products

Manhattan Research’s Cybercitizen Health® U.S. 2012 study finds over half of online consumers say online information or tools have influenced their health choices 

October 18, 2012, New York, NY – In 2012, 73 percent of U.S. adults (ages 18 and older) use online health information and tools, and new research finds that these resources are shaping consumers’ choices of health products and services. According to the new Cybercitizen Health® U.S. 2012 study from healthcare market research and advisory firm Manhattan Research, 54 percent of online consumers say online information or tools have influenced their choice of healthcare providers, treatments, and services.* Primary care physician and prescription drug decisions in particular are influenced by online resources, with one in five online consumers saying online resources affected these choices, respectively.

The study finds that certain patient audiences are more likely than others to have their health decisions influenced by the Internet such as angina patients and ADD/ADHD patients. Additionally, newly diagnosed patients are more likely to say their health choices are influenced by online resources than those living with conditions for over a year. Seventy-nine percent of online patients diagnosed with a chronic condition within the past three months say Internet has influenced their health choices, compared to only 53 percent of patients diagnosed with a chronic condition more than one year ago.  
Top online condition groups to say online health information and tools influences decision to select healthcare providers or services:
  • Angina (72 percent)
  • ADD/ADHD (70 percent)
  • Crohn’s Disease (69 percent)
  • Fibromyalgia (68 percent)
  • Insomnia (68 percent)
  • HIV/AIDS (68 percent)
  • Rheumatoid Arthritis (68 percent)
  • Acne (66 percent)
  • Bipolar Disorder (66 percent)
  • Epilepsy (66 percent)
  • Skin Cancer (66 percent)
  • Hepatitis C (66 percent)

Among online consumers where n is at least 60

“Consumers are relying on new digital ecosystems to shape a multitude of daily decisions, from retail products to travel, and we're starting to see this trickle down to healthcare,” said Monique Levy, Vice President of Research at Manhattan Research. “This trend will become stronger as more consumers rely on mobile devices to make just in time decisions.”

Cybercitizen Health® U.S.  surveyed 8,745 U.S. adults via landline, mobile phone, and online in Q3 2012, and covers multiple consumer health and digital topics, including evolving health touch points such as pharmacists and retailers, social media, remote care, and Internet reliance throughout the patient journey.

*Decisions influenced by online information and tools: a primary care physician, a prescription drug, a treatment other than prescription drugs, a health insurance plan, a specialist, a hospital or clinic, a pharmacy.

Did you miss the Cybercitizen Health® U.S. 2012 Webinar?

Vice President of Research Monique Levy hosted a webinar for those interested in learning more about Cybercitizen Health® U.S. as well as highlights from the new data. For a copy of the slides from the presentation, email

About Cybercitizen Health® U.S. 2012

Cybercitizen Health® U.S. is Manhattan Research’s annual market research study and syndicated advisory service benchmarking how U.S. consumers use the Internet, digital media, mobile devices and other technologies for health. The data can be segmented across a variety of key therapeutic audiences, including diagnosed patients, patients on Rx, caregivers and info seekers.

Key topics covered in the research include:
  • Technology profile and digital behaviors
  • Health touch points and resource mix, including pharmacists and retailers
  • Influence of digital on health decisions
  • Internet reliance throughout the patient journey
  • Health-related social media
  • Smartphone and tablet health activities
  • Remote health monitoring and patient portals
  • Health websites and newsletters
For more information, please visit

About Manhattan Research
Manhattan Research, a Decision Resources Group company, conducts annual research studies covering eHealth trends among healthcare professionals and consumers in the Americas, Europe, and Asia. Broad research can be segmented by target specialist and therapeutic audiences. For more information please contact, call 1.888.680.0800, ext 2, or visit

About Decision Resources Group
Decision Resources Group is a cohesive portfolio of companies that offers best-in-class, high-value information and insights on important sectors of the healthcare industry. Clients rely on this analysis and data to make informed decisions. Please visit Decision Resources Group at


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For more information, contact:
Lydia Smith
Decision Resources Group

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