For 31.6 Million U.S. Adults, the Internet is the First Stop for Health Care Decisions

NEW YORK, Nov. 21 /PRNewswire/ -- The population of consumers using the Internet as their primary learning channel for health information continues an upward trajectory in 2005 with 31.6 million consumers reporting the Internet as their first stop when seeking more information. This is one of five key market trends identified by Manhattan Research, with the release of its latest iteration of Cybercitizen Health(R), version 5.0 -- an advisory service in its tenth year of focusing on consumers' adoption and usage of the Internet and other related technologies for healthcare. Learn about these and other consumer health trends in a free upcoming webinar (details below).

"The health industry is adjusting to a world where the promises of 10 years ago, at the launch of the Internet generation, are finally becoming a market reality," states Mark Bard, president of Manhattan Research. "The intersection of broadband, consumer-driven health, community and content, has created the perfect storm for the next generation of e-health. Consumers are in control and are increasingly seeking timely and efficient access to the information and tools that will help them manage their personal health and that of their friends and family."

  Five Key Trends Identified in Cybercitizen Health v5.0

  1) Internet Ranks First for a Growing Number...As the shift away from
     traditional health promotion and patient education to more targeted
     efforts promoting informed patient care continues to evolve, the
     Internet has become the "go to" source for almost 32 million U.S.
     adults -- representing nearly a 50% increase from just one year ago.

     Overall, a total market of 99 million U.S. adults is using the Internet

     for health information (any use in the past 12 months).

  2) The "On Demand" Health Consumer Emerges and Takes Control of Content
     ...There is a new market segment that innovative marketers must embrace

     in the years ahead -- the "on demand" health consumer.  These consumers

     are significantly more likely than the average health consumer to
     engage in a wide range of interactive activities and embrace the
     ability to access and control health content on their terms.  They are
     twice as likely to watch video clips online, four times as likely to
     subscribe to podcasts, and almost three times more likely to read blogs

     online.  This segment is also twice as likely to carry a mobile digital

     device (PDA), listen to satellite radio, and to use a Digital Video
     Recorder (DVR). Although a relatively healthy population overall, the
     segment is actually more likely than the "average" consumer to suffer
     from ADHD, Acid Reflux, Allergies, Anxiety/Social Phobia, Rheumatoid
     Arthritis, Cancer, Migraine or Obesity.

  3) Search Engines Remain Critical Gateway to Content...Although consumers
     clearly state there is a need for an improved search engine experience,

     the utilization of search engines for health and pharmaceutical
     information experienced strong growth -- with 95% of consumers looking
     for health information reporting any use of an engine in 2005.  While
     consumers continue to build strong links directly to their favorite
     health information sites and portals (such as WebMD and Mayo Clinic),
     they view search engines (such as Google and Yahoo! Search) as
     essential guides to the latest and most diverse health content and
     resources available online today.  Perhaps more telling is that they
     have very high expectations regarding the future capabilities of search

     specific to health-related information.

  4) "Health Influencers" Represent the Vital Few...The latest research
     reveals a relatively small group of health consumers (approximately 20
     million) with a significant impact on the rest of the population --
     much more than their absolute numbers would indicate.  Specifically,
     these consumers have considerable impact on those in their "zone of
     influence" -- ranging from spouses, children, and elderly parents to
     extended family and friends.  In fact, other health consumers are very
     likely to seek out advice from this group of highly influential health
     consumers -- who are much more likely than the average consumer to be
     using interactive media such as the Internet in their ongoing quest for

     knowledge and health education.

  5) Consumers Rapidly Migrate to "E" in DTC Advertising Response...The
     population of consumers sourcing the online channel to learn about
     pharmaceutical products in response to DTC advertising has grown
     significantly over the past year. In fact, 2005 represents a critical
     point in the shifting landscape, with more than 22 million consumers
     actively going online in response to DTC ads they have seen through
     television and other traditional media channels. Looking at the
     crossover between key market trends, the "on demand" health consumer
     segment (mentioned in the second trend above) is not only significantly

     more likely to seek additional information online in response to
     advertisements but also to request a prescription drug from their
     personal physician.

  Other Topics Covered in Cybercitizen Health(R) v5.0

The Cybercitizen Health(R) v5.0 strategic research and advisory service, based on a telephone study conducted with a random sample of 4,031 U.S. adults, explores topics such as the Internet, email communication with physicians, DTC advertising trends, health ecommerce, health plans and providers, use of pharmaceutical information online and health information seeking methods. In addition to providing insight regarding overall market trends, the data can be analyzed by over 30 therapeutic segments.

  Furthermore, it reveals insight into the following:
   * Consumer Internet usage characteristics and experience online
   * Online health sites and brands visited (frequency and satisfaction)
   * Search engines (relevance, drivers and features desired)
   * Demographic and media consumption profiling
   * Prescription drug user segments and medication profiles
   * Internet privacy attitudes and concerns
   * Pharmaceutical advertising and marketing
   * Prescription drug programs and services
   * Health insurance and coverage profiles

  Webinar December 7 at 11:00am (EST) and 3:00pm (EST)

To request a topical outline and an invitation to an exclusive free webinar discussing highlights of the latest Cybercitizen Health(R) v5.0 research, please contact Manhattan Research by visiting http://www.manhattanresearch.com/cch.htm or sending an email to sales@manhattanresearch.com

  DATE: December 7 at 11:00am (EST) and 3:00pm (EST)
  SPEAKERS: Meredith Abreu, VP Research & Mark Bard, President

  Availability & Access

Complete findings and analysis from Cybercitizen Health(R) v5.0 are immediately available to Manhattan Research clients. For additional information please contact Erica Alexander at 212.255.7799 or visit www.manhattanresearch.com.

  MEDIA CONTACT:
  Erica Alexander
  Manhattan Research, LLC,
  212-255-7799
  ealexander@manhattanresearch.com