iCrossing Study Finds the Internet is Top Resource for Health Information

One-Third of Online Health Searchers Look to Social Media Sites for Answers

SCOTTSDALE, Ariz., Jan. 14 /PRNewswire-USNewswire/ -- iCrossing
(http://www.icrossing.com/), a global digital marketing company, today
announced the results of "How America Searches: Health & Wellness," the latest
in an ongoing series of studies commissioned by iCrossing to quantify how
people search for and find information online. The report provides insights
into the habits of online U.S. adults seeking information about health topics.
(Logo: http://www.newscom.com/cgi-bin/prnh/20051130/NYW105LOGO )
The study finds that the Internet beats doctors as the most popular
resource for healthcare information, but healthcare professionals still hold
the upper hand in retaining consumers' trust when addressing health-related
issues and questions. The study also finds that one-third of online health
searchers use social media resources, and that search engines dominate as the
starting point for health care searches. The complete report, as well as past
HAS studies, can be found at http://www.icrossing.com/research.
KEY FINDINGS
* Internet is the most widely used resource for health information: 59% of
adults use online resources to obtain health and wellness information.
55% go to their doctors and 29% talk to relatives, friends or co-
workers.

* Doctors retain patients' trust: Not surprisingly, more than three-
quarters of consumers named health care professionals (primary care
physicians, specialists, nurses, and pharmacists) as their most trusted
health resource. Internet resources, however, are considered by
respondents more trustworthy than friends/coworkers, pharmaceutical
companies and television.

* Social media an important health resource: 34% of health searchers use
social media resources to delve into health-related topics, with
Wikipedia, and online forums and message boards the most important
individual tools. Social media holds a particular appeal for 18-to-34
year old health searchers, while overall, men appear more likely than
women to use online social media to research health and wellness issues.

* General search engines dominate: Two-thirds of online adults have used
general search engines (e.g. Google, Yahoo!, MSN and Ask) to find
health-related information, making them the default gateway for this as
well as many other topics; usage of health-specific search engines --
such as Healia, Medstory, Fealth, Kosmix and Healthline -- is minimal by
comparison.

IMPLICATIONS
The results of "How America Searches: Health & Wellness" suggest that
online resources, particularly general search engines, healthcare portals and
a range of social media, play a central role is steering consumers towards
care and treatment options. To take full advantage of opportunities to connect
with in-market health consumers, content must be available in and optimized
for a range of formats, and ideally should comprise a truly interactive
component that allows consumers to socialize. In order to maximize relevancy,
content should be oriented around the health topics that most preoccupy
consumers, such as symptoms, treatment, conditions and wellness issues
including exercise, nutrition and weight loss.
Methodology
This report presents the findings of a survey conducted among a sample of
1,084 adults comprising 513 men and 571 women 18 years of age and older. The
online omnibus study was conducted twice a week among a demographically
representative U.S. sample of 1,000 adults 18 years of age and older using the
Greenfield Online panel. Interviewing for this survey was completed on
December 3-4, 2007. The raw data was weighted by a custom designed program.
Each respondent was assigned a single weight derived from the relationship
between the actual proportion of the population based on U.S. Census data with
its specific combination of age, sex, geographic characteristics and race and
the proportion in the sample. Tabular results show both weighted and
unweighted bases. Because the sample is based on those who initially self-
selected for participation, no estimates of sampling error can be calculated.
All sample surveys and polls may be subject to multiple sources of error,
including, but not limited to sampling error, coverage error, error associated
with non-response, error associated with question wording and response
options, and post-survey weighting and adjustments.
About iCrossing
iCrossing is a global digital marketing company that combines talent and
technology to help world-class brands find and connect with their customers.
The company blends best-in-class digital marketing services -- including paid
and natural search marketing, Web development, social media, research and
analytics -- to create integrated digital marketing programs that engage
consumers and drive ROI. iCrossing clients include over 40 Fortune 500
companies and such recognized brands as The Coca-Cola Company, Epson, Office
Depot, Toyota and Travelocity. Headquartered in Scottsdale, Arizona, the
company has 550 employees in 13 offices in the U.S. and Europe. Find out more
at www.icrossing.com.
Media Contact:
Dana Mellecker
iCrossing
646.435.4456

SOURCE iCrossing

Dana Mellecker of iCrossing, +1-646-435-4456