Manhattan Research’s Cybercitizen Health® Europe v10.0 Study Sheds Light on the Evolution of eHealth and Consumer Digital Behavior
November 9, 2010, New York, NY –
Half of Europeans using the Internet for health information are interested in online patient education programs from pharmaceutical companies, although just a small fraction are currently using these types of programs, according to Manhattan Research’s Cybercitizen Health® Europe v10.0 research. The survey explored the digital media and online health behaviors of 3,000 online adults in France, Germany, Italy, Spain, and the United Kingdom.
This strong demand in online patient education programs represents an opportunity for pharmaceutical companies, especially given the strong limits on direct consumer advertising. Additionally, the population of consumers in France, Germany, Italy, Spain, and the United Kingdom using the Internet for pharmaceutical information has increased considerably in recent years, growing from 54.7 million consumers in 2008 to 75 million consumers in 2010.
Key Questions Answered in Cybercitizen Health® Europe v10.0:
Mobile Device Adoption
- Which kinds of mobile devices do consumers own and plan to purchase (including iPad, iPod Touch and various smartphone brands)?
- How strong is adoption of apps on mobile devices vs. browser use, and which genres of apps garner the highest adoption?
- Which barriers are limiting more advanced use of mobile device features?
- How fast is use of mobile devices for health growing?
- How interested are consumers in using pharma-sponsored mobile health apps?
Health Information Seeking Behavior
- How strong is demand for prescription drug information online?
- How localized is health information seeking behavior (U.S. vs. national)?
- To what extent do consumers use U.S. based prescription drug websites?
- How strong is adoption of pharma-sponsored condition websites?
- What are consumer behaviors when selecting health-related search engine results?
- To what degree does trust vs. relevance drive search engine result choices?
- To what degree do consumers alter their treatment decisions as a result of health related social media?
- What need is health social media filling for European consumers?
E-Empowered European Consumers
About Cybercitizen Health® Europe v10.0
- What evidence is there that online health resources are impacting European consumers’ health decisions or actions?
- To what degree do European consumers believe online health resources are improving?
Cybercitizen Health® Europe v10.0 was fielded online in Q3 2010 among 3,000 adults (age 18+) in France, Germany, Italy, Spain, and the United Kingdom.
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